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Social signals are now the #1 drivers for SEO rank today. According to the SearchMetrics SEO Ranking Factors study of 2013, search engines are increasingly putting more weight on the Facebook Likes, Tweets, Google Plus +1s, Pinterest pins and more. These social actions are generating a lot of “SEO Love” from Google and Bing; and have now become the top 5 factors in determining the SEO rank of your website. ShopSocially conducted a Webinar to highlight how social signals can be used to boost SEO rank. Webinar highlighted the importance of Social SEO in today’s world of social networks and presented 5 strategies to boost SEO rank using social signals. Key highlights of the Webinar: Social signals are important for SEO ranking because: - Google has personalized search (for a user logged in with a Google account) and shows different search results to logged in users based on their social profile and actions - 7 out of top 8 SEO ranking factors are social in nature (source) - Google now suggests that “webmasters can improve the rank of their sites by creating high-quality sites that users will want to use and share”. This clearly demonstrates the importance Google places on social actions 5 strategies to boost SEO rank using social signals: 1) Google Plus Authorship: Validating Google Plus profile and verifying Google Plus Authorship increases the authenticity of content you produce. Google Plus authorship is closely tied to content authority 2) Create Shareable Content: Over the time, publishers have become more focused on creating content which pleases search engines. However, search engines are now putting more importance on quality content which users will like to share with their friends and community 3) Maximize Sharing Opportunities: Passive sharing buttons generates very low engagement. Instead tactics like explicit call to share, in-context rewarding increases engagement and increases the sharing rate by 50-100x 4) Optimize Shared Content: Ensure that all elements of the snippet that gets shared on social networks are optimized for maximum SEO benefit. While elements like title, description, image and URL can be controlled and set as desired, you can influence the ‘share blurb” also by providing a sample text which users can refer to for sharing 5) Bringing Back Fresh and Authentic UGC on Your Website: Shared content becomes the authentic UGC for your website which can be collated and published back on your website. This increases the freshness of content, reduces bounce rate and increase the time spent on the site. For e-commerce sites, it acts as on-site social referrals and drives higher conversions To know more about how ShopSocially can help in driving sales conversion, enable word-of-mouth advertising and generate revenue uplift for your e-commerce store, contact ShopSocially at info@shopsocially.com Visit: http://blog.shopsocially.com/2013/09/23/shopsocially-webinar-on-social-seo/ for more details on Webinar.
Citation preview
1
5 Tips to Boost SEO Ranking of Your
Website with Social Signals
Jai Rawat
CEO
@jairawat
Watch the recording of this Webinar at https://vimeo.com/75259365
2
• Intro
• Evolution of search
• Examples of Social SEO
• Research Data
• Strategies for boosting SEO via social
• Summary
Agenda
3
• Comprehensive Social
Commerce Platform
• Started in 2010
• 150+ Brand name customers
• Focused on generating ROI
LinkShare
Technology Genius
Award
Most promising
private
companies
2013
Featured in a
recent Social
Commerce
case study
Top Startup
Award
Ask-a-Friend
Get-a-Fan
Refer-a-Friend
Social Connect
Social Login
Viral Offer Sharing
Viral Flash Sale
Share-a-Purchase
Share-on-Mobile
Shopping Community
Product Stories
Social SEO
4
Evolution of Search
5
Search 1.0
All about ShoesShoes Shoes Shoes Shoes
Shoes Shoes Shoes Shoes
Shoes Shoes Shoes Shoes
Shoes Shoes Shoes Shoes
Shoes Shoes Shoes Shoes
Shoes Shoes Shoes Shoes
Shoes Shoes Shoes Shoes
Shoes Shoes Shoes Shoes
Shoes Shoes Shoes Shoes
Shoes Shoes Shoes Shoes
Shoes Shoes Shoes Shoes
Shoes Shoes Shoes Shoes
Shoes Shoes Shoes Shoes
Shoes Shoes Shoes Shoes
Shoes Shoes Shoes Shoes
Buy Shoes
Results based on on-page keyword density
6
Results based on off and on-page factors
Buy Shoes Buy Shoes
Search 2.0
7
Search 3.0
Vertical Search
8
Search 4.0
Social Search
9
Let’s go Searching…
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Normal Search Result
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Personalized results
12
Search Results for “Social SEO”
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Personalized results on Bing
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• Personalized results– Based on your past
history
• More relevant results– Based on what your
friends are doing
Why Prioritize Social Content?
• Harder to game
– Data from real users
15
Ok, so Social Signals are Important but
How Important?
16Source:searchmetrics
7 out of top 8 SEO
factors are related to
social!
Correlation Study
17
Causation Study
Source:ShopSocially
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"I wouldn't put too much of a tunnel vision focus on
just links. I would try to think instead about what I
can do to market my website to make it more well
known within my community, or more broadly,
without only thinking about search engines.”
– Matt Cutts, Google
From the Horse’s Mouth…
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Coming to the Point -
5 Strategies to Maximize
Social Signals for SEO
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#1 Google Authorship
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Get your Picture in the Search Results!
150% higher CTR
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1. Verify work email address
2. Link Google profile to your content
How?
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• Add the following to your content<a href=“https://plus.google.com/111273426956357818965?rel=author”>Jai
Rawat</a>
• Verify that it is working properly
How? (cont.)
Your G+ ID
& name
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#2 Create Shareable Content
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• We became focused on pleasing the search engines!
• Create content that users will connect with and share
Great Content is Never out of Fashion
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#3 Maximize Sharing Opportunities
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• Passive sharing buttons = <0.1% engagement
• Get 50-100x increase in sharing by
– Explicit call to share
– In-context
– Rewarding
How to Maximize Sharing
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Increase Likes for a Webpage
“Like” is attached
to the webpage,
not Facebook
page
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Getting Users to Share Your Products
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Social SEO on Steriods
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Run a Contest
Canvas on Demand
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#4 Optimize Shared Content
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Anatomy of a Share Snippet
• Title, Description, Image and URL are under your control
• Double SEO benefit – back link + social sharing!
• You can influence “Share Blurb” as well!
Source: http://goo.gl/8ZwHPh
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Influencing the “Share Blurb”
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Influencing the “Share Blurb”
TurboFire Workout
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Ensure Proper Backlinks
Every post should link back to the
right page on your website
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#5 Fresh & Authentic UGC
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User Comments : Aggregate View
• Authentic UGC
• Fresh Content
• Automated
• Unique
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User Comments: Product Specific View
Reduce bounce rate
Increase time on site
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• SEO boost
– Likes, shares, tweets, G+
– Shares also add to „freshness‟ SEO value
– Backlinks
– UGC
• Referral traffic from shared content
• Loyalty
– Visitors sharing content will see you higher in search
results!
• Higher conversion rate due to social proof
Socially Awesome!
42
• You‟re Dead… If You Don‟t Integrate Social
Media & PR Into Your Local SEO Strategy
• Google: Improve Your Site's Rank by Building
High-Quality Sites, Not Links
• How Social Media Impacts SEO
• Social Signals : An Effective but Little Known
SEO Strategy
• How Social Media is Changing the SEO Industry
Further Reading
43
Special Offer for today’s attendees
SSHoliday13Mention the code above to get one free
month or an iPad mini with one year
subscription
jai@ShopSocially.com
rob@ShopSocially.com
http://shopsocially.com
+1 650 701 7759
44
To know more about how ShopSocially can help in
Harnessing the Power of Social SEO
for Driving Social Commerce,
contact ShopSocially at
info@shopsocially.com
Watch the recording of this Webinar at https://vimeo.com/75259365
Read a blog post on key highlights of Webinar at
http://blog.shopsocially.com/2013/09/23/shopsocially-webinar-on-social-seo/
Interested? Contact ShopSocially Now!
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