Personalized and universal search optimization at pubcon 2012

@aaronfriedman

Universal and Personal Search Optimization

By: Aaron Friedman

SEO Manager, SPARK

@aaronfriedman

AGENDA

I. Part 1 - Current Issue in Personalized

Search • Important Factors of P.S.

• Tips to show up more and be relevant

II. Part 2 - The Future of Personalized

Search • How Entities play a role

• What this means to us

III. Re-cap

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Barriers of Personalized Search

How do I get my

information to

show up?

How do I reach a

larger Audience?

@aaronfriedman

• Buy ads on Facebook • It’s ok – Not the shady way

Undressing The Secret Of Facebook: Paid Organic Is The New Black

Grow your other networks

• More Twitter Connections

• More G+ Connections (and Google + is REALLY important)

Can’t Reach a Large Audience Without One

facebook.com/ads/create/

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Could Have The

Largest Network

Ever

But Without Good

Content, You’re Not

Worth Much

Except Maybe

Adorableness!

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Some Tips

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Be Creative

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Quality

Create Unique Content

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Don’t Use Generic Images…

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Be

Imaginative...

… but still

identify with

your brand

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Don’t

Neglect your

networks

Leverage them

Understand

interests them

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Be Useful and Helpful

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Ready to improve Quality of Your Content?

@aaronfriedman TACTICS Lets Talk

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Twitter Long Tail

Suggestion

“Force Tweet” Code

Twitter Cards

Tactics

To

Improve

Quality

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Twitter and The Long Tail

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A simple methodology on how to prioritize long tail queries using information from Twitter.

http://searchengineland.com/how-to-prioritize-the-long-tail-with-twitter-118434

Twitter and The Long Tail

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Step 1: Identify Keywords

Understanding what long tail queries are driving people to your site

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Step 2: Look At Social Data

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Step 3 : Develop Content

Super relevant

Have a list of

user for

outreach

Grow your

network

http://searchengineland.com/how-to-prioritize-the-long-tail-with-

twitter-118434 MORE INFO ON THIS METHOD

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Is Google Special Or Something?

Try Open Graph Optimization

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Open Graph Optimization

Og: Title ~ 95 Characters

Og: Description ~ 297 Characters

Sample of 300 Webpages

<meta property='og:title' content=‘ '/>

<meta property='og:description' content=‘ '/>

<meta property=‘og:image’ content=‘ />

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It Makes Posts Look Bad

No Image

Not

Utilizing

Character

lengths

Non

informative

Description

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Tweet What You Want!

You Are in Control

BE ALL THE THING!!!

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Twitter Intent Tweet

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href="https://twitter.com/intent/tweet?source=webclient&amp;text=I+tota

lly+agree+with+everything+@aaronfriedman+says+http://searchenginelan

d.com/7-important-digital-assets-to-optimize-for-

132001+Makes+Perfect+Sense!">tweet a message</a>

Hand Code and Adding to Text as a Link

…OR + The Key…

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Typically they grab:

• Title Tag

• Header

Problem: These are underutilized

73 Characters in Header

~20 URL

~14 Twitter Handle

107 Used

33 Left

How Tweet Buttons Work

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<a href=”#” onclick=”tweetSelectedText()”><img src=”http://digitalhighrise.com/wp-content/uploads/2012/05/tweet_button.gif” border=”0″ /></a>

<script type=”text/javascript” src=”http://code.jquery.com/jquery-1.7.2.min.js”></script>

<script type=”text/javascript”>

$().ready(function(){$(‘.tweetThis’).hide();});

function tweetSelectedText(){

var twtTitle = $(‘.tweetThis’).text() || $(‘title’).text();

var twtUrl = location.href;

var maxLength = 140 – (twtUrl.length + 1);

if (twtTitle.length > maxLength) {

twtTitle = twtTitle.substr(0, (maxLength – 3))+’…’;

}

var twtLink = ‘http://twitter.com/home?status=’+encodeURIComponent(twtTitle + ‘ ‘ + twtUrl);

newwindow=window.open(twtLink,’name’,'height=500,width=500′);

if (window.focus) {newwindow.focus()}

}

</script>

Put This In Your Tweet Button

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Send a Better Message to Users

<p class= “tweetThis”>

Actions and what people do

are the new SEO and

Pinocchio's lying big nose.

</p>

Pro Tip:

Change the message the next day

to reach people not interested the

first time.

http://searchengineland.com/how-to-tweet-what-you-want-

because-content-matters-121748

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The Future Will Be Different

Engines are more social

But

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Entity Search Rises http://blogs.smithsonianmag.com/smartnews/fil

es/2012/07/batman_jinx.jpg

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Google SERPs Today

Entities Are Everywhere

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SERPS Are Also

More Social

Than Ever

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Might Even Say Going Through A Transformation

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Engines are creating something separate from their text index that

consists of entities and attributes…

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Its About Understanding Concepts/ Trends Through Words

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Frictionless Sharing Verbs Action Attribution

https://developers.google.com/+/api/latest/activities

http://ogp.me/

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Be Relevant For What You Want To Be Known For

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Its already happening

on Bing

Become one of these people.

They are the experts.

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What I tell you I am interested in

defines me

Social Data is Your Attributes

The Future Of Entity Search Is Interest-Based Demographics

Not Interested Love it!

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Interest Graphs Already Exist

See: peerindex, klout, mentionmapp, mirror.me

@aaronfriedman http://robot6.comicbookresources.com/wp-content/uploads/2012/08/kids.jpg

So What Do I Do With This Info?

@aaronfriedman

Focus on

Rel=Author

Focus on

Quality

Content

Spend Time

Growing Your

User Base

For Now

• This will play a

huge role in

Entities

• Develop it

according to

what users are

Looking for

• Stay Relevant

to Themes

• Don’t Build an

Empty Following

• They are your core

@aaronfriedman

Aaron Friedman SEO Manager at

www.digitalhighrise.com

[email protected]

@aaronfriedman

+

@aaronfriedman

Image Credits

http://www.blogcdn.com/www.parentdish.com/media/2010/06/costume-guinnes-record-

425ds060110.jpg

Hulk and Iron Man http://25.media.tumblr.com/tu

mblr_lgepedpI2t1qergtco1_50

0.png

Kid with Sword http://farm5.static.flickr.com/4

073/4737223879_92e986c2f5.j

pg

Captain America Lying Down http://www.flickr.com/photos/

46430286@N05/4388582583/

sizes/m/in/photostream/

Guy Looking into the sky- no

shirt cape

http://www.flickr.com/photos/

jessoyu/4287021551/sizes/z/in

/pool-423721@N20/

Kid Pointing http://media-cache-

ec6.pinterest.com/upload/268

10560251855539_2mSIGakY_

b.jpg

Brody Flying http://www.flickr.com/photos/794148

77@N00/7702379958

Brody Sun (first image) http://www.flickr.com/photos/dougwa

ntsrevenge/7702379518/in/photostrea

m/

Kid red cape http://farm4.static.flickr.com/3100/26

16122980_c812febec6.jpg

Superman fighting impossible http://www.touchbroward.org/wp-

content/uploads/2012/06/superhero-

kids.jpg

spidermen http://www.blogcdn.com/www.parent

dish.com/media/2010/06/costume-

guinnes-record-425ds060110.jpg

Baby Laser eyes http://27.media.tumblr.com/tumblr_ky

08l7yhhn1qb1cd3o1_400.jpg

Kids standing http://www.thephilanthropicenterprise

.org/wp-content/uploads/2012/04/Kid-

Superheroes-412x276.jpg

Kid with Dogs http://anongallery.org/img/7/8/superheroes-

kid-superman-costume.jpg

Kid All superheros http://cdn.uproxx.com/wp-

content/uploads/2011/12/cosplay-x-all-the-y-

superheroes-kid.png

Captain America on a bike http://i1.squidoocdn.com/resize/squ

idoo_images/590/draft_lens197249

44module161372326photo_134636

0303aa-aa-.jpg

3 batmans and Robin http://4.bp.blogspot.com/-f4--

9bi9zkc/TooSzvAhNCI/AAAAAAAA

Tyg/xAaqtP_ipgQ/s1600/batman+c

ostumes+and+robin+kids.jpg

Turn and Transform http://www.flickr.com/photos/kchio

/7646633612/in/photostream

Super Hero Shadom Flying http://www.mymcpl.org/_uploaded

_resources/imagecache/blog_wide

_thumb/young_superhero.jpg

Oval Office Heros http://d2tq98mqfjyz2l.cloudfront.net

/image_cache/1346262282688149.j

pg