3. Is Social Media replacing the need for traditional SEO?
Are Social Signals now a ranking factor?
How can Google trust social accounts and stats?
What is social good for?
Are companies investing too much in social?
If Social isn’t killing SEO – what is?
Is SEO being killed?
Breakdown
5. Google’s definition of social media
What is Social Media
Google’s definition of social networking
6. Is this it?
What is Social Media
Businesses are
not engaging
properly with
their brand or
product.
7. Looking Closer
Are we using social platforms more to get information
from our connections?
Does having personalised search give us a better
experience?
Are less generic searches happening?
Is social media killing Google?
Is Hummingbird a way that Google is trying to become
your friend?
9. How can you replace SEO
Traditional SEO forms the core of an online marketing
campaign
Search Marketing covers a wide set of disciplines
Still extremely important to have good site structure
Link profile needs to be clean and good quality
Social is small part of SEO campaign
But a LARGE part of marketing campaign
10. Social and Ranking
Social Media companies like to sell their services by
saying it is a ranking factor
It isn’t …
Hot off the Press from Matt Cutts at PubCon
11. Google’s definition of social media
What is Social Media
Google’s definition of social networking
2011 Google SERP’s for “coffee”
14. Signal Strength
The Scale of Google’s problem
Twitter
# followers
# tweets to a webpage
# different webpages / news items being tweeted
Do they culminate it all for the brand?
Need to gauge the authority of each person who RT’s or
shares something
Cope with url shorteners
All in real time!
15. Signal Strength
The Scale of Google’s problem
Facebook
# likes to a post
# comments on a post
# shares of a post
Can they link the authority of a FB page as a brand signal?
Do they count the # likes a web page gets
Then do they need to gauge the power of who liked what
and their influence?
17. How can Google Trust You?
Faking social profiles is the easiest thing to do, and to
Google it’s the next form of SPAM
What is a REAL user?
How can Google tell you are a REAL user?
Can humans identify fake profiles?
Does the amount of friends / followers you have mean
you should be more influential?
29. Social Strategy
Time and effort pushed into Social – having someone in
the office tweeting all day and sharing funny cat
pictures .. How much does that increase revenue by?
Does it cover your social media person’s salary?
Does it directly increase your conversions – does it add
value to your business
Can you honestly say that you increased your Facebook
like and your rankings increased?
30. What should it entail
Don’t have social accounts if you can’t run them well
Only have it as part of your SEO strategy
If you publish news, share the news, carefully follow
people who would be interesting in your products
All about the interactions
Social profiles used for customer services – make sure
you maintain your reputation
Keep your social media personnel under control
33. Google started directly targeting
Thin & duplicate content
High ad to content ratio
Content farms
Over optimised link profiles
Poor quality, unnatural links
Affiliates were hit the hardest, whether that had a good
social account or not
February 23rd 2011
37. Been a year of clean ups, reinclusions, recoveries and
rebuilds
A year of unnatural link warnings, WMT’s messages,
manual penalties and disavow files
Huge amount of sites still penalised and struggling
More and more needing full clean up and strip back
My beloved SEO is tougher than ever
2013
38. Ongoing Google updates
Penguin releases May & Oct 2013
Clean up, cut deep, rebuild
Social Media doesn’t protect you against this
Many have seen this