Search and Social: How to Get More Action from Organic Marketing

Search + Social:How to Get More from Your Organic Marketing

Rand Fishkin, CEO + Co-founder SEOmoz, December 2010

The Big News:Twitter & Facebook Influence Search Rankings

Direct from the Source:

http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389

Danny Sullivan: If an article is retweeted or referenced much in Twitter, do you count that as a signal outside of finding any non-nofollowed links that may naturally result from it?

Google: Yes, we do use it as a signal. It is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article

Direct from the Source:

http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389

Danny Sullivan: If an article is retweeted or referenced much in Twitter, do you count that as a signal outside of finding any non-nofollowed links that may naturally result from it?

Bing: We do look at the social authority of a user. We look at how many people you follow, how many follow you, and this can add a little weight to a listing in regular search results. It carries much more weight in Bing Social Search, where tweets from more authoritative people will flow to the top when best match relevancy is used.

Direct from the Source:

http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389

Danny Sullivan: Do you track links shared within Facebook, either through personal walls or fan pages?

Google: We treat links shared on Facebook fan pages the same as we treat tweeted links. We have no personal wall data from Facebook.

Direct from the Source:

http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389

Danny Sullivan: Do you track links shared within Facebook, either through personal walls or fan pages?

Bing: Yes. We look at links shared that are marked as “Everyone,” and links shared from Facebook fan pages.

What Might Be in a Tweet Algo?

• Number of Unique Tweeting Sources (Diversity)

• “Author Authority” of the Tweeting Sources

• Time of Tweet (QDF)

• Connection Between Tweeter and Source Domain

• Quantity + Quality of Retweets

• Quantity of Clicks

What We Tweet Matters

Facebook Sharing Matters, Too

If Google Can See It

Social Optimization:Get More Bang from Your SMM Efforts

Share in the Right Places

Share Content & Links that Make People

Want to Pay Attention

Produce Content People Want to Share (because it will make others follow them)

Stay On-Topic(if your goal is driving relevant traffic)

Be Funny/Controversial/Personal(if your goal is raw followers & clicks)

Pay Attention to Your CTR(and test how you can improve it)

http://www.seomoz.org/blog/calculating-and-improving-your-twitter-clickthroughrate

The Resurrection of Q+A

Lots of Sources

Invest Where Your Customers Are(even if it’s not about your specific product/service)

Comparing Search + Social Traffic

A Search Query:Targeted Discovery at the Time of Interest

Social Media Clicks:Momentary Interest in a Headline/Topic

Search Traffic:A Direct Opportunity to Convert

Social Traffic:A Potential Opportunity to Build Brand Awareness

First-Touch Attribution is Essential

http://www.distilled.co.uk/blog/seo/first-touch-tracking-in-google-analytics/

Organic Marketing

A Shift in How We Think + Consume

An Opportunity for Early Adopters

http://www.amazon.com/Crossing-Chasm-Marketing-High-Tech-Mainstream/dp/0066620023

LOTS of Organic Web Channels

• Organic Search (SEO)

• Social Networking (Facebook, Twitter, LinkedIn)

• Social Bookmarking (StumbleUpon, Delicious, Reddit)

• Q+A / Forums (StackExchange, Yahoo!, Quora)

• Blogs + Blogging (Tumblr, Wordpress, Posterous)

• Referring Links (Press, Partners, Citations, etc)

• Email & List Marketing

Participate, Experiment, Analyze, Win

Q+A

Rand Fishkin, CEO & Co-Founder, SEOmoz

• Twitter: @randfish

• Blog: www.seomoz.org/blog

• Email: [email protected]