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Shaking up the search scene, Google + 1 has arrived. Social media is becoming more influential and powerful in search marketing. Now, Google is not only raning your site based on paid and organic search optimization, but it is now encouraging collaborative filters and statistical learning. Is your site a thumbs up? Or is it a thumbs down? This question will become a key determining factor of your future performing success on search engines. "I Like" is no longer a unique social and emotional voting tool on Facebook. To compete in our growing social and interconnected world, your SEO and PPC efforts are now even more critical. The strength of your search marketing strategy will lead the way for your +1's to follow. Join us on June 16, as we will guide you through Google + 1 and demonstrate how you can use the tool to your best advantage in the growing social space of the web. In Webmarketing123's webinar, Socialize Your Search Strategy with Google + 1, you'll learn: - What is Google + 1 - What +1 means for the future of search + social media - What are the implications to your PPC and SEO campaigns - How can you implement + 1 into your search marketing strategy
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Socialize Your Search Strategy with Google +1Google’s community spin on search is socially shifting online marketing
Dial In: (484) 589-1011Access Code: 347-461-183
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@TravisLowSEO
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Webinar Agenda
1 Google +1 and How it WorksWhere you will see +1 and how you can implement it on your site
2 Implications of +1 on SearchHow you can measure the potential impact on Paid and Organic Search
3 How +1 Impacts Social Media & FacebookWhat can you expect to see in search trends as it links into social media
4 What are the Key Takeaways Strategize with +1 in your online marketing campaigns
#wm123
Webinar Agenda
1 Google +1 and How it WorksWhere you will see +1 and how you can implement it on your site
2 Implications of +1 on SearchHow you can measure the potential impact on Paid and Organic Search
3 How +1 Impacts Social Media & FacebookWhat can you expect to see in search trends as it links into social media
4 What are the Key Takeaways Strategize with +1 in your online marketing campaigns
#wm123
What is +1 and how does it affect me?
1 Google +1 and How it Works
• In the family of the Facebook “Like” button
o Allows you to display a public “vote” for organic or paid search results that
you think other people in the network should check out
• +1 will give your site a potential boost in ranking
o Think of it as a recommendation point = click or impression for
a Google spider
• +1’s or “thumbs up” can be attributed to a site ONLY if the person is
logged into a Google account.
#wm123
Can everyone see +1’s?
1 Google +1 and How it Works
• Only users in the Google network
• Only logged-in Google users
• +1 recommendations will display in places throughout your Google
network in real-time:
o Gmail
o Google Talk
o Google Reader
o Google Buzz
o And more…
#wm123
What happens to my traffic with +1?
1 Google +1 and How it Works
• Personalized annotations next to your page result listing in search
can increase:
o Site Visibility
o Targeted advertising Quality Score
o Attraction to your search result description snippet (more compelling)
o The chance & frequency that users will click through to your page
#wm123
How do I add the +1 button to my site and where do I put it?
1 Google +1 and How it Works
• Adding the button to your site is easyo Grab the snippet of code and place it on the pages you want it to appear
o Implementing the code snippet is similar to Facebook’s “Like” button
• Place the button on your page where you think it will be most
effectiveo Above the fold
o Near the title of the page
o Close to sharing links
o At the beginning and end of an article or story
**Tracking Tips**
+1 is a public button and provokes a public action. The more +1’s you aggregate, the more
points you receive for a boost in ranking. This occurs because Google spiders are triggered
to crawl your page each time a +1 is made on your site. Therefore, your SEO success has
the potential to substantially rise with the introduction of +1’s!
#wm123
Webinar Agenda
1 Google +1 and How it WorksWhere you will see +1 and how you can implement it on your site
2 Implications of +1 on SearchHow you can measure the potential impact on Paid and Organic Search
3 How +1 Impacts Social Media & FacebookWhat can you expect to see in search trends as it links into social media
4 What are the Key Takeaways Strategize with +1 in your online marketing campaigns
#wm123
Google says Quality Score will not change
2 Implications of +1 on Search
Benefits to Paid Advertisers
- Click-through Rate will potentially increase as your ads accumulate +1’s and attract the interest of searchers
- As your ads gain popularity (and clicks) this will improve your ad’s quality score, leading to lower cost per click and higher average rankings
CPC
RANK
#wm123
Statistical learning is part of Google search
2 Implications of +1 on Search
• +1’s from friends and contacts can be a useful signal to Google when
determining the relevance of your pages to a user’s query
• Collaborative filtering will now take part in influencing search results
• CTR can increase with ad accumulation and visitor appeal
#wm123
We will most likely see changes in the algorithm
2 Implications of +1 on Search
• In an effort to make their returns as useful and relevant to users, Google has stated that +1 will be a “signal” used in displaying search results:
• However, by including this human aspect in the ranking algorithm, some critics think it could be potentially risky. Just because something is “liked”, doesn’t mean it is relevant to your unique search.
• Current issues to be aware of as Google tests +1:
o Trust
o Difficult to distinguish relevant sources
o Spamming possibilities with +1
o Relevancy
o +1’s won’t necessarily indicate relevant results for your search
“This is just one of many signals Google may use to determine a page’s relevance and ranking, and we’re constantly tweaking and improving our algorithm to improve overall search quality. For +1's, as with any new ranking signal, we'll be starting carefully and learning how those signals affect search quality.” - Google
#wm123
Webinar Agenda
1 Google +1 and How it WorksWhere you will see +1 and how you can implement it on your site
2 Implications of +1 on SearchHow you can measure the potential impact on Paid and Organic Search
3 How +1 Impacts Social Media & FacebookWhat can you expect to see in search trends as it links into social media
4 What are the Key Takeaways Strategize with +1 in your online marketing campaigns
#wm123
Google becomes a player in the social media arena
3 How +1 Impacts Social Media & Facebook
• Google needs to serve up relevant advertising to searchers/users in
order to drive their revenue (CPC model)
• Google is improving the accuracy of its advertising model
• Google is providing guidance of which ads to serve to which
searcher with +1 data
#wm123
+1 vs. Like
3 How +1 Impacts Social Media & Facebook
• Google users need to buy-in to +1 for it to be successful and provide
accurate targeting
• Google needs their user base to actively participate in order to compete
effectively with Facebook
• New user adoption of Google profiles will be key in combating
Facebook’s 600+ million users
#wm123
Webinar Agenda
1 Google +1 and How it WorksWhere you will see +1 and how you can implement it on your site
2 Implications of +1 on SearchHow you can measure the potential impact on Paid and Organic Search
3 How +1 Impacts Social Media & FacebookWhat can you expect to see in search trends as it links into social media
4 What are the Key Takeaways Strategize with +1 in your online marketing campaigns
#wm123
Know that +1’s are watched closely by Google
4 What are the Key Takeaways
Can +1 Be Manipulated?
• No, because your +1’s will only affect those in your Google social circle and not non-signed in users
• And no, creating 1mm profiles and +1’ing everything will not work, as Google will be able to quickly spot manipulation and spamming attempts
#wm123
Know how +1 can help you
4 What are the Key Takeaways
Learn What +1 Is
• Understand +1’s impact and how you can best utilize it to your advantage
• If you run PPC campaigns, understand how +1 can help (indirectly) to improve Quality Score
“The way we measure Quality Score for your ads has
not changed. We continue to use historical AdWords
performance information, clickthrough rate (CTR), and
other signals to calculate your Ad Rank and cost-per-
click (CPC).” - Google
#wm123
Google will provide the recommendations when you want them
4 What are the Key Takeaways
• Even though the +1’s are public to the world, Google will look to the
searcher’s social connections to help determine what +1 sources should
be served and are useful to the searcher.
• +1’s are working to promote the rise of social SEO
o Integrating your social media efforts with SEO and PPC is proving to be a
beneficial brand awareness strategy in the future
• People in your Gmail
• People in your Gmail/Google Contacts
• People following you in Google Reader and Buzz
Thank You!
#wm123
Thank you for your attendance today!
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