@dannysullivan

What’s Search Got To Do With Social?

Danny SullivanFounding Editor

Marketing Land & Search Engine Land

@dannysullivan

What’s Search?

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But a second-hand promotion

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Social’s coolSocial’s HOT

SOCIAL’S THIS!!!

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search is this

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and this

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But also this

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Which helps you knowyou need to do content like this

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Because otherwiseyou might not be here

when people go looking

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That’s especially importantif your cool social campaign causes them to go looking

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Social is also becoming more integrated into search

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And having more influence on what ranks

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Social helps search link pages to people, to authors

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Social helps search link pages to companies

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Search engines are also learningto link pages to people,

companies & facts beyond social

Google = Knowledge GraphBing = Snapshots & Satori

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The web of pages is turning into the web of entities,

of people, places & things

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@dannysullivan

The shift to entities allows the virtual world of the web

to better mirror our real world

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@dannysullivan

The mirroring means oursocial connections & brand

reputations begin to transfer, real links to replace hyperlinks

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Social signals are more democratic than

links as votes

Likes are votes within Facebook

Graph Search

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Not perfect, not yet, not for ages.Hyperlinks continue to rule.Not all social connections

will be shared.

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So, what’s Search got to do with Social?

Same as ever, helps us use social to find what we need

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“Does Anyone Know?”Try it on Twitter,

see 1000s of years of asking friends & family go digital

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Search & Socialhave always gone together

and are reuniting once again

@dannysullivan

Takeaways• Social can drive search, so be ready

• Social can boost search visibility, so do authorship, Google+, other links, be social

• Search can drive social ideas, so mine the data, know what customers want

• Search is natural social activity, so answering questions through SEO is social!

@dannysullivan

Linkaways

http://searchengineland.com http://marketingland.com

When Everyone Gets The Vote: Social Shares As The New Link Buildinghttp://marketingland.com/when-everyone-gets-the-vote-social-shares-as-the-new-link-building-5497

The Rise Of Help Engines: Twitter & Aardvark http://searchengineland.com/the-rise-of-help-engines-16921

Google’s Impressive “Conversational Search” Goes Live On Chromehttp://searchengineland.com/googles-impressive-conversational-search-goes-live-on-chrome-160445