Más contenido relacionado La actualidad más candente (20) Similar a Social Signals & Search (20) Más de Nils Mork-Ulnes (13) Social Signals & Search1. THE
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2. The science of social, sharing & acquisition
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3. Context: The science of sharing “Search is by far the
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4. The upside: social media by the numbers
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5. A portrait of the The 7 types of sharers:
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.#0/'$6,"0'#()'0&*6,)'(*/'4"'/#>"('#0'06%&;'Z,:2#/",@' 8"+3&/")'+('/&"'#,3*$+/&2;'Q.'/&"0"'/&$""'","2"(/07'
/&"'3*#,'+0'%,+"(/'B+0+4+,+/@7'#()'0*%+#,'2")+#7'MO'#()'!<Q'
search engine algorithm for any
0*%+#,'2")+#'#()'MO'4*/&'+(B*,B"')+0/$+46/")'%*(/"(/'
#,,'&#B"'/&#/'0#2"'3*#,;'A*$>+(3'/*3"/&"$'8+,,')",+B"$' 8+/&'ZON07'2"#(+(3'0+3(+?%#(/'#()'2"#(+(3.6,',+(>' length of time. “
+(%$"2"(/#,'%,+"(/'4"("?/0; 46+,)+(3;
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
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9. R*(/"(/'*1:2+=#:*('$"96+$"0'0*2"'6()"$0/#()+(3'*.' 1$*."00+*(#,0'#F"21/'/*'46+,)'$","B#(%"'#()'#6/&*$+/@'
/&"'4#0+%0'*.'0"#$%&'"(3+("'*1:2+=#:*(;'E&"$"'+0'(*' /*'46+,)'/&"'B+0+4+,+/@'*.'#'0+/"'g*('$","B#(/'/"$20h;
06%&'/&+(3'#0'#('*1:2#,'>"@8*$)')"(0+/@7'(*'06%&'
/&+(3'#0'#('*1:2#,'(624"$'*.'8*$)0'#()'(*'8#@'/*'
/$+%>'/&"'0"#$%&'"(3+("'#,3*$+/&2'.*$'#(@',"(3/&'*.' I/'V"@*()7'*6$'$6,"'*.'/&624'+0'/&#/'SY_'*.'8&#/'3*"0'
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#,3*$+/&2'%&#(3"'*$'4"%#60"'0*2"*("'*6/0]'@*6;'E&"' ","2"(/07'TY_'+0'%*(/"(/-$",#/")'*('/&"'1#3"'#()'0+/"7'
#,3*$+/&2'+0'/&"'2#/&"2#:%#,'.*$26,#'8&+%&'/#>"0'+(/*' WY_'+0'0*%+#,,@-$",#/")'#()'^Y_'*.'8&#/'3*"0'+(/*'
#%%*6(/'#$*6()'SYY'.#%/*$0'/*'"B#,6#/"'/&"'8*$/&'#()' $#(>+(3'#'1#3"'+0',+(>0;'E&+0'%#('#()'8+,,'%&#(3"7'#0'/&"'
$","B#(%"'*.'#'1#3"'.*$'#'0"#$%&'/"$2;'V#0")'*('/&"' $#(>+(3'#,3*$+/&2'%&#(3"0'#()'*6$'6()"$0/#()+(3'*.'
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&*8'/&#/'1#3"'+0'$#(>")'8+/&+('#'0"/'*.'$"06,/0;'<#%&' #$"'606#,,@'.*%60")'*(',+(>0'#()'8&+,"'+21*$/#(/7'/&"@'
4$*80"$'@*6'/@1"'#'0"#$%&'+(/*'8+,,'3+B"'@*6'#')+H"$"(/' #$"'(*/'/&"'*(,@'+21*$/#(/'*H-1#3"'.#%/*$;'M$*."00+*(#,'
$"06,/'4#0")'*('1"$0*(#,+=#:*(7'`M'1$*?,+(37'%*(/"5/7' !<Q0'B#,6"'#'2"(:*('#0'8",,'#0'#',+(>'4"%#60"'+/'+0'#,,'
:2"'*.')#@7'3"*-,*%#:*(7')"B+%"'#()'2*$";'!<Q' 60")'4@'/&"'$#(>+(3'#,3*$+/&2; “At Beyond, our rule of thumb is
that 20% of what goes into
ranking a page is technical and
related to those elements, 30% is
Beyond page ranking SY_ content-related on the page and
approach breakdown site, 10% is socially-related and
^Y_ 40% of what goes into ranking a
E"%&(+%#, page is links.”
R*(/"(/-$",#/")
!*%+#,,@-$",#/")
TY_
N+(>0
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© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
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10. Keyword research
["@8*$)0'#$"'/&"'.*6()#:*('*.'#,,'!<Q;'["@8*$)' /&#/'4$"#>.#0/'4#$'8+/&'#'%&*%*,#/"'%*#:(3]'+0'/&"'
2#11+(3'+0'606#,,@'#'01$"#)0&""/')"/#+,+(3'/&"'1#3"o 0#2"'#0'%&*%*,#/"'4$"#>.#0/'4#$]'8+/&*6/'&#B+(3'/*'
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8+/&'/&#/'1#3";'["@8*$)'$"0"#$%&'0&*6,)'60"'/**,0',+>"' 8+/&*6/'4$"#>.#0/'4#$'#,0*'&",1'g+('/&+0'%*(/"5/h;
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C hoccy
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)+p%6,/'/*'$"2*B"'.$*2'/&"+$'1*0+:*(h;'E&"0"'
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4$"#>.#0/'4#$]7'8&"$"#0'#'0"2#(:%#,,@'$",#/")'/"$2'
%*6,)'4"'%&*%%@'4$">>+"'4#$]'*$'#'4$"#>.#0/'4#$'8+/&'
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>"@'+0'/&#/'#'1"$0*('*$'#'%*216/"$'8*6,)'6()"$0/#()'
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
WY
11. Content optimisation “While there is no magic number,
at Beyond we use a 2% rule for
E&"'>"@'/*'3**)'!<Q'+0'/&"'0#2"'#0'/&"'>"@'/*'3**)'MO' R*(/"5/'+0'B"$@'+21*$/#(/'+('!<Q;'A$+:(3'#'1$"00' keywords and their semantically
J'2#>"'/&"'%*(/"(/'%*21",,+(37'$","B#(/'#()'$"#)#4,";' $","#0"7'/8""/'*$'i#%"4**>'0/#/60'#4*6/'#'("8'1$*)6%/7' related variants. That is, we
A&+,"'/&"$"'+0'(*'2#3+%'(624"$7'#/'V"@*()'8"'60"'#' 0"$B+%"'*$'#(@/&+(3'�'/*'4"'.*%60")'#()'0&*6,)'%#$$@'
S_'$6,"'.*$'>"@8*$)0'#()'/&"+$'0"2#(:%#,,@'$",#/")' ,+(>0'+('%*(/"5/;'O","B#(%"'+0'2"#06$")'4@'#'(624"$'*.' believe that if the subject of the
B#$+#(/0;'E&#/'+07'8"'4",+"B"'/&#/'+.'/&"'064b"%/'*.'/&"' .#%/*$07'+(%,6)+(3'1$*5+2+/@;'`('#'1$"00'$","#0"'+/'+0' press release, blog post or other
1$"00'$","#0"7'4,*3'1*0/'*$'*/&"$'%*(/"(/'+0'$"."$$")'/*' 1*00+4,"'/*',+(>'@*6$'/#$3"/'/"$2'g.*$'"5#21,"' content is referred to less than 2%
,"00'/&#('S_'*.'/&"':2"7'+/'+0'3*+(3'/*'4"')+p%6,/'.*$'#' %&*%*,#/"'4$"#>.#0/'4#$]h')+$"%/,@7'&*8"B"$7'+('#'/8""/'
of the time, it is going to be
%*216/"$'g*$'&62#(h'/*'6()"$0/#()'8&#/'+0'4"+(3' *$'i#%"4**>'61)#/"7'1$*5+2+/@'4"%*2"0'#'>"@'.#%/*$;'
8$+F"('#4*6/;'E&"'V"@*()'8#@'#,0*'0633"0/0'#'2#/%&' I/'V"@*()7'8"'/$@'#()'"(06$"'/&"',+(>'+0'8+/&+('T'-'X' di!cult for a computer (or
4"/8""('>"@8*$)0'+('/&"':/,"'*.'#('#$:%,"'#()'+(',+(>0' 8*$)0'*.'/&"'>"@8*$)7'8&"$"'1*00+4,"7'/*'+(%$"#0"' human) to understand what is
1*+(:(3'/*'/&"'1#3";'E&+0'+0'(*/'#'$"96+$"2"(/'#0',*(3' $","B#(%@;'E&"'%*(("%:*('4"/8""('/&"'8*$)0'#()'/&"'
being written about.”
#0'/&"'064b"%/'+0'%*B"$");' ,+(>'1*+(:(3'/*'/&"'1#3"'+0'/&"('"#0+,@'2#)"'4@'#'
2#%&+("'g*$'#'1"$0*(h;
E&"'V"@*()'#11$*#%&'/*'*1:2+=#:*('3+B"0'36+)",+("0'
Choccy
!"#$
*.'#/',"#0/'SYY'8*$)0'.*$'3**)'%*(/"(/7'/&*63&'/&+0'+0' %&$'(
#,0*'(*/'#'$6,";'M$"00'$","#0"0'8*$>'4"F"$'8+/&'#$*6()' !$"
SYY'-'eYY'8*$)0'46/'%*(/"(/'*.',"00'/&#('WYY'8*$)0'
%#(7'#()')*"07'$#(>'8",,;'c+)"*07'+2#3"0'#()'*/&"$'
#00"/0'#$"'B#,6#4,"'.*$'$#(>+(3'#()'0&*6,)'4"'+(%,6)")' “these new bars
8&"$"'1*00+4,"'46/'$","#0")'*('/&"'%,+"(/'0+/"'*$'
%*(/$*,,")'1$*1"$/@'?$0/'/*'"0/#4,+0&'*8("$0&+1; are delicious!”
&F1Uoo4+/;,@%&*%%
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
WW
12. SEO link building
`('!<Q',+(>0'#$"'B"$@'+21*$/#(/7'46/'b60/'#0'+21*$/#(/' I'8",,-%$#C")'1$"00'$","#0"'�'/&"'1*/"(:#,'/*'(*/' “An important rule is that the
#$"'/&"'8*$)0'#00*%+#/")'8+/&'/&#/',+(>;'N+(>0'8+/&'/&"' *(,@'3"/'&"#),+("0'.*$'#'%,+"(/7'46/'#,0*'&",1'/&"2'3#+(' home page should always have
$+3&/'8*$)0'#0'#(%&*$'/"5/'*$'8+/&+('1$*5+2+/@'%#(' #))+:*(#,'B+0+4+,+/@'+('0"#$%&;'M$"00'$","#0"'0@()+%#:*(7' the largest share of links and the
%&#(3"'/&"'$#(>+(3'.*$'#'%,+"(/'0+/";'R+/#:*(0'g4$#()' 8&"('/&"'1$"00'$","#0"'+0'*1:2+=")7'8+,,'&",1'46+,)'
2"(:*(0'8+/&*6/'#',+(>h'#$"'#,0*'+21*$/#(/;'`.'#'0+/"' 96#,+/@',+(>0'8&+%&'8+,,'&",1'/&"'B+0+4+,+/@'*.'/&"'/#$3"/' anchor text should be mostly
2"(:*(0'V"$(#)"F"q0'V#3",'V#>"$@]'8+/&*6/'#',+(>7'+/' 0+/";'M$"00'$","#0"0'#$"'1*8"$.6,'#()'MO'%#('2#>"'#' brand or URL links, with keywords
0:,,'+(%$"#0"0'/&"'$","B#(%@'*.'/&"'4$#()'#0'#'4$#();'i*$' &63"'!<Q')+H"$"(%";'I/'V"@*()7'8"'60"'#'%*24+(#:*(' being only 10 – 15% of the total
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%#('4"'#0'+21*$/#(/'#0'#',+(>; #()'*(,+("'2")+#'0@()+%#:*(;
links in to the whole site.”
N+(>'46+,)+(3'2#>"0'61'2*0/'*.'8&#/'#('!<Q')*"0'/*'
''!"($)'#
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,+(>'46+,)"$0'*$'MO'1"*1,"7'/&#/'@*6'("")'/*'4"'06$"'/*'
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2*$"'/&#('/&$""',+(>07'8+/&'*("'4"+(3'#'4$#()',+(>'/*'
/&"'&*2"'1#3"'g+.'1*00+4,"h;'i*$'0*%+#,'2")+#'1"*1,"7'
/&+0'+0',"00'+21*$/#(/'#0'/&*0"',+(>0'%6$$"(/,@'&#B"'#'
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© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
WS
13. SEO link building
O"B+"80'#$"'1#$:%6,#$,@'1*8"$.6,;'A+/&'M#00+*(#/"0' <#%&'%&#((",'#,0*'�'#'0+3(+?%#(/'!<Q'+21#%/'0*'8&"('
0&#$+(3'/&$*63&'$"B+"8'0+/"0'#0'8",,'#0'i#%"4**>7'/&"@' "(3#3+(37'$"2"24"$'/*'>""1'+/'*1:2+=");'!*%+#,'%#(' “By encouraging reviewing and
#,0*'&#B"'/&"'1*/"(:#,'/*'%&#(3"'0"#$%&'$#(>+(30'.*$' %&#(3"'0"#$%&'$#(>+(30'#0'/&"'"51"$+2"(/'#/'&F1Uoo
/&"'4"F"$;'V@'"(%*6$#3+(3'$"B+"8+(3'#()'0&#$+(3'*(' 888;/#0/@1,#%"2"(/;%*2o+(.*3$#1&+%-/"0:(3-0*%+#,-
sharing on Facebook, rank,
i#%"4**>7'$#(>7'B+0+4+,+/@'#()'$"#%&'%#('4"'+(%$"#0");' 2")+#-0+3(#,0-+(-0"#$%&'$"B"#,");'A"'2#@'(*/'#3$""' visibility and reach can be
O"B+"8'0+/"0'*C"('$#(>'8",,'*('4$#()'0"#$%&"07'#0'8",,' 8+/&'/&"'#40*,6/"'(624"$0'46/'8"'0:,,'."",'+/'+0'#' increased.”
#0'*/&"$'0+/"0'M#00+*(#/"0'0&#$"'*(;'d#>"'06$"'/*' B#,6#4,"'+(0+3&/'+(/*'/&"'1*/"(:#,'.*$'0*%+#,'2")+#'
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© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
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14. Email marketing
E**'*C"('6()"$-$#/")7'"2#+,'2#$>":(3'+0'3*+(3'/*'4"' M#00+*(#/"0'$"B+"8'/&+(307'0*'4"'06$"'8&"('0"()+(3'*6/'
*("'*.'/&"'2*0/'B#,6#4,"'2"/&*)0'*.'3"a(3'%*(/"(/' #('"2#+,'%*226(+%#:*('/*'#0>'.*$'#'$"B+"8;'A*$)+(3'+0' “A study by AOL also indicated
)+0/$+46/")'/*'1"*1,"'8&*'#$"'2*0/',+>",@'/*'0&#$"'+/;' +21*$/#(/7'0*'1&$#0"'+/'0*2"/&+(3'0+2+,#$'/*'s+)'8"')*'
<2#+,'2#$>":(37'4"%#60"'*.'/&"'#2*6(/'*.'6(8#(/")' 8",,t'M,"#0"'$"B+"8'60'*('E$+1'I)B+0*$u'K*/'96+/"'$+3&/t' that email was the most often
"2#+,'"B"$@*("'0""20'/*'3"/7'+0'(*/'#0'0"5@'*$'#0'*C"(' N"/'60'>(*8'0*'8"'%#('?5'+/'.*$'@*6;]'8&"$"'("3#:B"0' used method for sharing
,#6)")'#0'1"$
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)#$,+(30'*.'/&"'("8'2")+#'8*$,);'<2#+,'2#$>":(3'+07' M#00+*(#/"0'8+,,'"(3#3"'#()'&",17'#0'8",,'#0'$"B+"8;'
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sharing platforms:
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message
boards blogs
social
networks
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© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
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15. Facebook “When attempting to activate on
Facebook, EdgeRank (Facebook’s
d+>"'N#="$*8'*.'V6))@'d")+#'$"%"(/,@'$"2#$>")' A&"('#F"21:(3'/*'#%:B#/"'*('i#%"4**>7' algorithm), as well as in"uencers,
Q6$'#33$"3#/"')#/#'0633"0/0'/&#/'/&"'#B"$#3"' <)3"O#(>'gi#%"4**>G0'#,3*$+/&2h7'#0'8",,'#0' should always be the #rst
i#%"4**>'0&#$"'3"("$#/"0'vS;WY'+('+(%$"2"(/#,' +(f6"(%"$07'0&*6,)'#,8#@0'4"'/&"'?$0/'
0#,"07'/&#/'/&"'#B"$#3"'%*(B"$0+*('$#/"'.*$'#' %*(0+)"$#:*(;'R&**0+(3'/&"'$+3&/'0/$#/"3@'(*8'
consideration.”
i#%"4**>'0&#$"'8#0'WY;S_7'#()'/&#/'/&"'2*0/' 8+,,'(*/'*(,@'1$*)6%"'$"8#$)0'+22")+#/",@'8+/&'
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internet retailers average generated
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coversion rate
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© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
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16. Twitter “When the people following your
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sharer will increase the likelihood
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boost is.”
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© Copyright 2012 Beyond. All rights reserved. Private and Con!dential We
17. Google + “If the research and anecdotal
evidence is to be believed,
engagement on Google+ will
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© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
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18. LinkedIn
“LinkedIn can be one of many
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© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
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19. Image sharing
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20. The future of search and acquisition
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; !&#$+(3'8+,,'"51#()'/*'+(%,6)"'/$#(0#%:*(07'#0'8",,' post content.”
#0',+."'"B"(/0'#()'#%&+"B"2"(/07'/*')"?("'#'("8'
#%:*(-*$+"(/")'0&#$+(3'%6,/6$";
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
SY
21. The future of search and acquisition
“60% of our survey respondents
E&"'V"@*()'0/6)@'*('/&"'.6/6$"'*.'0&#$+(37'8&+%&' E&"'.#%+,+/#:*('*.'0"32"(/#:*('+('i#%"4**>7'#()'+/0'
0/6)+")'*B"$'S7YYY'0&#$"$0'#3")'4"/8""('We'#()'^Y7' %"(/$#,'60"'+('P**3,"j7'8+,,',+>",@',"#)'/*'%&#(3"0'+(' said that they would be willing to
0&*8")'/&#/'ST_'*.'1"*1,"'0#+)'/&"@'8"$"' 0&#$+(3'4"&#B+*$0'#()'4$#()'B+0+4+,+/@; post about products/services on
*B"$8&",2")'4@'/&"'#2*6(/'*.'%*(/"(/'/&#/'8#0' Facebook if they were o$ered a
0&#$")'*('/&"+$'K"80'i"")'8+/&+('i#%"4**>;'
!*2"/&+(3'$"/#+,'4$#()0'1#$:%6,#$,@'0&*6,)'/#>"'
deal or discount.”
i*$',+(>'46+,)"$07'/&+0'0633"0/0'/&#/'#3"'+0'3*+(3'/*'
(*/"'*.'+0'/&#/'eY_'*.'*6$'06$B"@'$"01*()"(/0'0#+)'
4"'#'/$60/'.#%/*$'+('$#(>+(3'#()'60")'/*'"0/#4,+0&'
/&#/'/&"@'8*6,)'4"'8+,,+(3'/*'1*0/'#4*6/'1$*)6%/0o
1$*?,"'%$")+4+,+/@7'0*'46+,)+(3'*6/'#()')"B",*1+(3'
0"$B+%"0'*('i#%"4**>'+.'/&"@'8"$"'*H"$")'#')"#,'*$'
0*%+#,'2")+#'1$*?,"0'(*8'.*$'60"'+('/&"'.6/6$"'+0'
)+0%*6(/;'I0'#'/#%:%'.*$'#%:B#:(3'M#00+*(#/"07'/&+0'
3*+(3'/*'$"#1'0+3(+?%#(/'$"8#$)0;
0&*6,)'4"'#'1#$/'*.'#('*B"$#,,'1,#(7'8+/&'%,"#$'
"51"%/")'*6/%*2"0'4*/&'.$*2'4$#()'#8#$"("00oMO'
1"$01"%:B"0'#()',+(>'46+,)+(3o$"B+"8+(3o!<Q'
A+/&'.$+%:*(,"00'0&#$+(3'&"$"'/*'0/#@'+('#'0""2+(3,@'
1"$01"%:B"0;
"(),"00'0/$"#2'+('/&"'0+)"4#$'*.'i#%"4**>7'/&"$"'+0'
#(*/&"$'0*%+#,'+/'8&+%&'%*6,)'&",1'$")6%"'
+(.*$2#:*('*B"$,*#)U'0"32"(/#:*('*.'.$+"()0;'
!"32"(/#:*('+0'(*/'("8'/*'P**3,"j'J'+/'8#0'+('60"'
.*$'#'8&+,"'+('N+(>")`(7'+('0*2"'.*$20'+('i#%"4**>'
#()'",0"8&"$"'60"$0'%$"#/")'/&"+$'*8('8#@0'/*'
0"32"(/'.$+"()0'8+/&*6/',*0+(3'0"$"()+1+/@'.$*2'
/&"+$'."")0;'
willing to post if offered
a deal or a discount
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SW
22. Conclusion
!*%+#,'2")+#'"(3#3"2"(/'+0'#')+0%+1,+("'+('+/0",.'/&#/'�'26%&'+('
%*22*('8+/&'MO;'V*/&'MO'#()'0*%+#,'2")+#'%#('0+3(+?%#(/,@'
4"("?/'#('!<Q'0/$#/"3@'#()'+('/&"'.6/6$"'8+,,'.*$2'/&"',+*(G0'0&#$"'
*.',+(>'#%96+0+:*('#%:B+/@;'E&$*63&'6()"$0/#()+(3'/&"'0"B"('/@1"0' social
*.'0&#$"$0'#()'/&"+$'2*:B#:*(07'4$#()0'%#('%$"#/"'%*(/"(/'/&#/' SEO media
/#$3"/0'/&"'$+3&/'0&#$"$'+('/&"'$+3&/'8#@'*('/&"'$+3&/'1,#m*$2'#/'
/&"'$+3&/':2";'A+/&'P**3,"'2#>+(3'^XY'J'eYYj'%&#(3"0'/*'+/0'
0"#$%&'#,3*$+/&2'"B"$@'@"#$'g#B"$#3+(3'/8*'1"$'8*$>+(3')#@h7' Client
.6/6$"-1$**?(3'4$#()',+(>'46+,)+(3'"H*$/0'8+,,'4"'"00"(:#,'#()'+('
/&#/7'MO7'!<Q'#()'0*%+#,'2")+#'#,,'&#B"'#('+21*$/#(/'$*,"'/*'1,#@; benefit
“With Google making 450-600+
changes to its search algorithm
PR
every year (averaging two per
working day), future-proo#ng
brand link building e$orts will be
essential.”
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SS
23. CONTACT
beyond
Web: bynd.com
Email: info@bynd.com
Facebook: facebook.com/beyondconsultancy
Twitter: @beyond
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