Social Signals Presentation - Dubai Smart Government Conference 2014

Social Signals: The Convergence of Social Media, Website Optimization and Search

Engines

Amit VyasCEO, Nexa

@Dubai_CEOs

Who Remembers

2010?

Things have changed…

September 2013 saw the first re-write of Google’s Search Algorithm since 2001

The core components of Hummingbird:• Symantec Search Results• User Intent

• Interpretation of the query

• Personalization of search results

• Prediction of search queries

The core components of Hummingbird:• Symantec Search Results• User Intent• Interpretation of the query• Personalization of search results• Prediction of search queries

interactive, conversational or dialogue-based search results

Government of Dubai, Smartcity Objectives

Search really does matter…unlocking information to those who need it most

I want my hard earned money to

be safe

I want to make surethat I make the best

decisions for my child’sfuture

This is where content matters…

This is where content matters…

Smart Governments can provide:• Commercial-Free Information

This is where content matters…

Smart Governments can provide:• Commercial-Free Information• Trusted Advice to those who need it most

This is where content matters…

Smart Governments can provide:• Commercial-Free Information• Trusted Advice to those who need it most• A credible knowledge bank

This is where content matters…

Smart Governments can provide:• Commercial-Free Information• Trusted Advice to those who need it most• A credible knowledge bank• The ultimate information resource for

residents, visitors and investors

How to create content that users need.

How to create content that users need and that they can find exactly when they need it.

1. Research. Use any of the numerous research tools available to help identify what people are looking for

1. Research. Use any of the numerous research tools available to help identify what people are looking for

2. Use keywords strategically

1. Research. Use any of the numerous research tools available to help identify what people are looking for

2. Use keywords strategically3. Create engaging content that people find

useful

1. Research. Use any of the numerous research tools available to help identify what people are looking for

2. Use keywords strategically3. Create engaging content that people find

useful4. Make the content easy to share

In (almost) 2014, people are used to sharing what they find interesting with their friends, family and colleagues

• Number of people that like your brand on Facebook

What are Social Signals?

• Number of people that like your brand on Facebook

• Number of Facebook shares

What are Social Signals?

• Number of people that like your brand on Facebook

• Number of Facebook shares

• Number of Twitter followers

What are Social Signals?

• Number of people that like your brand on Facebook

• Number of Facebook shares

• Number of Twitter followers

• Number of tweets mentioning your brand name or including a link to your website

What are Social Signals?

• Number of people that like your brand on Facebook

• Number of Facebook shares

• Number of Twitter followers

• Number of tweets mentioning your brand name or including a link to your website

• Number of people that “have you in their circles” (Google+)

What are Social Signals?

5 Key Takeaways1. Social Media, SEO and Website Optimization can no

longer work in silos

2. Search offers a tangible ROI for social media activity

3. Content is the undisputed king of digital marketing activity – but create content STRATEGICALLY

4. Websites must be optimized to allow content to be easily added and shared across the web

5. Don’t forget mobile – 25% of traffic is coming from mobile and tablet devices

Thanks for listening

Any Questions?

amit@digitalnexa.com@Dubai_CEOs