In the heads of marketers, defining where “search” meets social has become a challenge in our fast-moving marketplace. Join IAB Members PerfectMarket, who will share case studies and best practices that demonstrate the ROI and long-term value of aligned campaigns in search and social. Specifically, come to learn more about the: • Recent updates in search and social algorithms (e.g., what to expect beyond Google's Panda); • Trends in referral traffic • Approaches to understanding content ROI • Social media’s role in SEO • Techniques that SEO's and SMO's can use to drive traffic to high-value content Join the IAB and speakers from PerfectMarket, including: Tim Ruder, Chief Revenue Officer and GM/SEO Practice. Former VP Marketing, Washington Post Newsweek Interactive @TimRuder Sheigh Crabtree, Vice President, Audience Development. Former news and programming director, Entertainment, Los Angeles Times @Sheigh Robertson Barrett, Chief Strategy Officer, former Executive Vice President, Tribune Interactive @HRBarrett

1. Perfect Market: Search and
IAB Member Webinar
Social April 27, 2011
12:00 PM - 1:00 PM EDT
The Search & Social Connection:
Alignment in a Google and Facebook World
hashtag: #iab #googface

2. What is #GoogFace?
Search Social
#GoogFace
hashtag: #iab #googface sources: @perfectmarket @iab
2

3. How social drives SEO
Improved rank
enables more Content is
readers to tweeted
find content shared
organically linked
Shared links
All of these
drive
increase
more shares
PR, improve
and links
site authority Content published
Visibility Link shared
attracts new on networks
site viewers exposed to
subscribers real-time
crawler
Real-time
crawler supports
fresh visibility
In engine
hashtag: #iab #googface sources: @perfectmarket @iab

4. Impact of social on search
 Prior to social campaign  Post campaign
– Small PV numbers – Day of promotion: 25x daily traffic
– No rank – 10x daily traffic after promotion
– Position 4-7 page one
Tweet Tip:
Social: 25x boost day of campaign. Search: 10x boost
in organic search via social links. #googface #iab

5. Social capital impact on search
Donald Trump stories in WaPo:
o The Fix dominates search results
o Kathleen Parker … ?

6. Social capital: WaPo comparison
 Kathleen Parker  Chris Cillizza (The Fix)
Online Social Capital: Online Social Capital:
Twitter Followers: 1,829 Twitter Followers: 69,772
Facebook Fans: 1,256 Facebook Fans: 14,107
Klout Score: 36 Klout Score: 72
Peer Index: 19 Peer Index: 57

7. What is the Panda Update?
 Google algorithm change
 Launched Feb 23, 2011
 Update and international rollout Apr 11, 2011
 Target:
– Low-quality sites (content farms)
 Thin content
 Duplicated or scraped content
 Low quality content
“We actually came up with a classifier to say… IRS, Wikipedia or
New York Times is over on this side, & the low-quality sites are
over on this side…and you can really see mathematical reasons.”
– Matt Cutts, Wired Magazine Q&A
7

8. Instant Traffic Drop For Affected Sites
30-40%
30-40%
8

9. Social Update: Google +1
“….we’ve also incorporated new user feedback signals to help
people find better search results. In some high-confidence
situations, we are beginning to incorporate data about the sites
that users block into our algorithms.”
Source: GWC Blog, 4/22/11

10. How-to: 5 easy steps
1. Identify high value content with promotion potential.
2. Coordinate promotional efforts.
3. Set up tracking and analytics.
4. Campaign and monitor.
5. Review results … modify, rinse, repeat.
Source: CMO.com

11. Thank you
@Sheigh @TimRuder
hashtag: #iab #googface
sources: @iab @perfectmarket

12. Questions
Please type your questions
into the chat feature on the
upper-right corner of your
screen.
hashtag: #iab #googface
sources: @iab @perfectmarket

13. Upcoming Member Opportunities
 Educational Webinars
– Understanding the New IAB/MMA Mobile Web Ad
Measurement Guidelines, May 4, Noon EST
– Bringing Direct Marketing Disciplines to Online Advertising,
May 25, Noon EST
 Professional Development Classes
– On-demand training classes available @ iab.net
 Conferences
– Networks and Exchanges Marketplace, May 16, NYC
– IAB Innovation Days, June 8-9, NYC
– Mobile: IAB Marketplace, July 18, NYC
– MIXX Conference, Expo, & Awards, October 3-4, NYC