Social Media’s Influence on Search: Going Beyond Rankings Jennifer Sable Lopez Director of Community at Moz @jennita
Social Media’s Influence on Search: Going Beyond Rankings
Aug 27, 2014
How do people find your brand, content, or products? Surely it's not only in search engines, right? They're finding you through shares on Facebook, searches on Yelp and YouTube, or other social networks, about as much as they're finding you in Google. This presentation will walk you through the steps of ensuring you have a tight strategy to combine both social and SEO to create an overall search strategy that skyrockets your traffic from all areas.
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Transcript
Social Media’s Influence on Search: Going Beyond Rankings
Jennifer Sable Lopez Director of Community at Moz
@jennita
Is Social a Ranking Factor?
No.
http://www.youtube.com/watch?v=udqtSM-6QbQ
Not Directly
How We’d Like it to Work
Create a Great Resource
Get Tons of Social Shares
@jennita #SMXSydney
Rank #1 in Google!
@jennita #SMXSydney
How it Really Works
Create a Great Resource
Get Tons of Social Shares
@jennita #SMXSydney
Shared with Authority
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Of Varying Degrees
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Lots of People See it
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Get Mentions Across Web
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Earn Lots of Links
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With Varying Anchor Text
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From High Authority Sites
Including This One?
Including This One?
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Rank #1 in Google!
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Whew.
Social Assists + Influences
SEO in Many Ways
Quick Indexing
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G+ post indexed!Damn good lookin’ SERP right there!
Grows Exposure
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Increase Links
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Beginner’s Guide to Social launched in January. !In February we did another push. !It continues to earn links & social shares!!
Demonstrates Popularity
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Signal of Relevance
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Connect your G+ account to Adwords!
“Recent posts” is all about our latest launch!!
Branding
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Personalized Results
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This is a G+ Post Page – They ALL get indexed!
Good thing we had “Moz Local” in the beginning of the title eh?!
Grow Traffic
@jennita #SMXSydney @jennita
Social! Search!
How Do You
Integrate Social Into
Your Search Strategy?
Start by Making the
Experience Consistent.
@jennita #SMXSydney!
Let’s Look at this Post
@jennita #SMXSydney!
How it Looks in Search
Ooooh Noms!!!
449 calories!!
Author has other recipes!
@jennita #SMXSydney!
And on Facebook
@jennita #SMXSydney!
What about Twitter?
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Boom. Pinterest.
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Overall Experience?
Holy Consistency!!
J
How Most Pages Look
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Nice, Informational Page
@jennita #SMXSydney!
SERP - Looks Good eh?
@jennita #SMXSydney!
What About on Facebook?
Not too bad, eh?
@jennita #SMXSydney!
And Pinterest…
Oooh! Pretty picture
@jennita #SMXSydney!
Google+
Ouch.
@jennita #SMXSydney!
Snooze...
@jennita #SMXSydney!
Overall Experience?
Completely Inconsistent
L
Put as Much Effort
Into Social as You Do
Into Search
Start With Open Graph
@jennita #SMXSydney!
Nutella SERP
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Nutella Page on Facebook
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How Open Graph Works
@jennita #SMXSydney @jennita
On-Page Title + Title Tag!
Title When Shared on FB!
OpenGraph – http://ogp.me
!<!-- Open Graph data -->!<meta property="og:title" content="Title Here" />!!<meta property="og:type" content="article" />!!<meta property="og:url" content="http://www.example.com/" />!!<meta property="og:image" content="http://example.com/image.jpg" />!!<meta property="og:description" content="Description Here" />! !
@jennita #SMXSydney!
Facebook Debugger
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https://developers.facebook.com/tools/debug!
Facebook Debugger
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If your page isn’t showing up properly in FB!
Facebook Debugger
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Or you have an old version of the page cached in FB!
Facebook Debugger
@jennita #SMXSydney
Use the FB Debugger to re-cache!!
Twitter Cards
@jennita #SMXSydney!
Regular Text Tweet
Snooze...
@jennita #SMXSydney!
Summary Card (default)
Community
WIN!!
@jennita #SMXSydney!
Summary Card Large Image
Community
@jennita #SMXSydney!
Twitter Card Code !<!-- Twitter card data -->!<meta name="twitter:card" content="summary">!!<meta name="twitter:site" content="@twitterhandle">!!<meta name="twitter:creator" content="@AuthorTwitter”> ! !<meta name="twitter:title" content=”Title specific to Twitter – short works great!">!!<meta name="twitter:description" content=”Remember this is being shared on Twitter, make it enticing to the FB user.">!!<meta name="twitter:image" content=”image URL for the image you want to display">!!
@jennita #SMXSydney!
Twitter Card Validator
https://dev.twitter.com/docs/cards/validation/validator!
@jennita #SMXSydney!
Add Your Site
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Twitter Card Analytics
Pinterest – Rich Pins
https://developers.pinterest.com/rich_pins/!
@jennita #SMXSydney!
Regular Pin
@jennita #SMXSydney!
Rich Pin
!
@jennita #SMXSydney!
Rich Pin
!
@jennita #SMXSydney!
http://mz.cm/1hD5c8H!
@jennita #SMXSydney!
Rich Pin = Schema.org
@jennita #SMXSydney!
Rich Pins Validator
https://developers.pinterest.com/rich_pins/validator/!
There’s No Doubt, that
Social Influences Search.
It’s Your Job, to Make
the Most out of It!
Jennifer Sable Lopez Director of Community at Moz
@jennita !!
Thank You
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