The Science of Search, Google & Social Signals

THE
!"#$%"$
of

search, google
!

!"#"$%#&'"%()%*+,'#,-#.,*/01#2%3/04#.56#7#89#
:#!#810;<,,=#-,(#>?"?(%#20(=%"%%()

© Copyright 2012 Beyond. All rights reserved. Private and Con!dential

The science of social, sharing & acquisition
!"#$%&'#()'!*%+#,'-'"#%&'*.'/&"0"')+0%+1,+("0'+0' !"#$%&'&#()$*+#(+&%,$('-$.)(''/'%$#")&*$01$+2"34$(#&$
+21*$/#(/'+('&",1+(3'#'4$#()'/*'3"/'"51*06$"7'#0'8",,'#0' (*$10))05*6
+(%$"#0"'#%96+0+:*('#()'#8#$"("00;;'<#%&')+0%+1,+("'
6:,+="0'#'01"%+#,+0/'0"/'*.'0>+,,0'#()'8*$>0'+('#'01"%+?%' 7 I('6()"$0/#()+(3'*.'@*6$')"0+$")'*6/%*2"'0&*6,)' : P#2+(3'P**3,"'+0'(*/'#('*1:*('J'!<Q7'MO'#()'0*%+#,'
8#@7'1,60'"#%&'%#('8*$>'+()"1"()"(/,@'*.'/&"'*/&"$;'' %*2"'?$0/'J',+(>0'#$"'(*/'#')"0+$")'*6/%*2"7'+(%$"#0")' 2")+#'/*3"/&"$'#$"'#'1*8"$.6,'.*$%"'.*$'$#(>+(3'3**)7'
0#,"0'*.'4,6"'8+)3"/0'*$'+(%$"#0")'4$#()'#8#$"("00'+(' 46/'8+/&*6/'MO'/&"$"'+0'(*'#8#$"("00'#()'8+/&*6/'
A&+,0/'0"1#$#/"'1$#%::*("$0'+('/&"0"'+()+B+)6#,' K"8'L*$>'+0; 0*%+#,'2")+#'/&"$"'+0'(*'/$60/'#()'/&60'(*'%,+%>0;
)+0%+1,+("0'2#@'4"'#8#$"'*.'/&"'%*21,+2"(/#$@'(#/6$"'
*.'"#%&'*/&"$0'8*$>7'0/$#/"3@'+0'*C"('&#21"$")'4@' 8 M,#('?$0/7'/&"('"5"%6/"'J'0*%+#,'2")+#'+0'0"5@'#()'"#0@' ; R&#((",0'#$"'(*/'#'0/$#/"3@'#()'/&60'0*%+#,'2")+#'+0'(*/'
*$3#(+=#:*(#,'D0+,*0D'/&#/'1$"B"(/'#'2*$"'&*,+0:%7' /*'3"/'+(/*'46/'#,0*'"#0@'/*'3"/'8$*(3;'N+(>'01#2'#()' #'0/$#/"3@;'!*%+#,'2")+#'+0'#'%&#((",'8&+%&'2#@'4"'
+(/"3$#/")'#11$*#%&'/*'1,#((+(3'#()'"5"%6:*(;'' $"/8""/'01#2'%#('&#$2'#'4$#()'#()'$#(>+(30'J' 6:,+=")'8&"('"5"%6:(3'#'0/$#/"3@;
0*2":2"0'1"$2#("(/,@;
E&+0'1#1"$'+0')"0+3(")'/*'&",1'4$#()'2#(#3"$0'/*'
6()"$0/#()'/&"',+(>#3"'4"/8""(')+0%+1,+("0'0*'/&#/' 9 MO'+0'(*/'#'0/#()-#,*("'0/$#/"3@'J'%*220'#()'
/&"@'%#('4"F"$'*$%&"0/$#/"'/&"+$'/"#20G'/#,"(/0'#()' 2#$>":(3'260/'%*-*$)+(#/"'.*$'#%:B+/@'1,#(0'/*'8*$>'
$"0*6$%"0'.*$'2*$"'"H"%:B"'#%96+0+:*(; /*'/&"+$'.6,,'1*/"(:#,; “Strategy is often hampered
by organizational ‘silos‘ that
prevent a more holistic,
integrated approach to
planning.”

S

Context: The science of sharing “Search is by far the
most used channel for
I'$"%"(/'0/6)@'4@'V"@*()'%#,,")'E&"'!%+"(%"'*.' research leading to
!&#$+(3]'&#0'$"B"#,")'/&#/7'.*$'#,2*0/'#,,'B"$:%#,07' purchase.”
0"#$%&'+0'4@'.#$'/&"'2*0/'60")'%&#((",'.*$'$"0"#$%&'
,"#)+(3'/*'16$%&#0";'A&+,"'0"#$%&'2#@'4"'/&"'2*0/'
+21*$/#(/'%&#((",7'0*%+#,'2")+#'+0'#,0*'8+)",@'60");'
A+/&'^S_'*.'*(,+("'4$#()'+(/"$#%:*(0',"#)+(3'/*'#'
16$%&#0"'#2*(3'W7XYY'1"*1,"'0/6)+")'+('/&"'Z[7'0*%+#,'
2")+#'+0'#('"5/$"2",@'+21*$/#(/'%&#((",'#0'8",,7'8+/&'#'
%,"#$'OQ`;

M64,+%'$",#:*(0'+0'/&"'8#@'2*0/'("80'%*(/"(/'+0'01$"#)7'
46/'?$20'#$"'(*8'&#B+(3'/*'?3&/'8+/&'01"%+#,+0/'0*%+#,'
2")+#'%*21#(+"0'/*')*'/&"'0#2"'8*$>;'P"a(3'/&"'
$+3&/'0/*$@'/*'/&"'$+3&/'b*6$(#,+0/'*$'4,*33"$'#/'/&"'$+3&/'
:2"'+0'B"$@'+21*$/#(/'.*$'#(@'%*21#(@'#()'%#('2"#('
/&"')+H"$"(%"'4"/8""('460+("00'06%%"00'#()'.#+,6$";'MO'
+0'/**'*C"('+3(*$")'*$')+2+(+0&")'+('+21*$/#(%";'
R*21#(+"0'0""'0*%+#,'2")+#'#0'#('"#0@'8#@'/*'%*(/#%/'
8&*'/&"@'1"$%"+B"'/*'4"'/&"'$+3&/'4,*33"$0'#()'$+3&/'
b*6$(#,+0/07'46/'MO'+0'2*$"'/&#('/&#/;'A&#/'0*%+#,'
2")+#7'MO'#()'!<Q'&#B"'+('%*22*('+0'/&#/'/&"@'#$"'#,,'

42%
#4*6/'3"a(3'#'4$#()'0""(;
of online brand interactions
lead to a purchase in the uk
!*6$%"U'V"@*()'"5%,60+B"'$"0"#$%&'4#0")'*('W7XYY'1"*1,"'+('/&"'Z[

T

The upside: social media by the numbers

1bn
c+0#G0'RdQ'I(/*(+*'N6%+*'$"%"(/,@'0/#/")'#/'#('#)U/"%&'
%*(."$"(%"'/&#/'$"%*22"()#:*(0'#$"'/&"'("8'
0633"0:(3'E8+F"$'+0'#'2*$"'1*8"$.6,'/**,'.*$'
"(3#3"2"(/7'#()'P**3,"j'&#0'2*$"'*.'#('+21#%/'*(' facebook:
#)B"$:0+(37]'"51,#+(+(3'c+0#G0'2*B"'.$*2'#4*6/'WW_'-' $#(>+(30'g/&*63&'*(,@'*("',+2+/")'0/6)@'.*6()'/&+0h;
WS_'*.'+/0'2")+#'+(B"0/2"(/'+(')+3+/#,'/*'Te_;''
O"%*22"()#:*(07'$"B+"80'#()'4,*33+(3'&#B"'4"%*2"'
&+3&,@'+(f6"(:#,'0*6$%"0'*.'+(.*$2#:*('/*'/&"' d"#06$+(3'/&"'OQ`'*.'0*%+#,'2")+#'&#0'4""('#'%&#,,"(3"'
over
%*(062"$;'E*'4"F"$'6()"$0/#()'%*(062"$'4"&#B+*$7'#' .*$'$"0"#$%&"$0')6"'/*'/&"'*C"('+()+$"%/',+(>'/&#/'"5+0/0'
$"%"(/'0/6)@'8#0'%*21,"/")'4@'V"@*()'*.'T7YYY'60"$0' 4"/8""('0*%+#,'2")+#'"(3#3"2"(/'#()'*6/%*2"0'06%&'
*.'0*%+#,'2")+#'+('/&"'Z!'#()'+('/&"'Z['gW7XYY'+('"#%&' #0'16$%&#0+(3'4"&#B+*$7',*@#,/@'#()'$"%*22"()#:*(0;'
%*6(/$@h;'E&+0'0/6)@'8#0'6()"$/#>"('/*'3#+(')""1"$' V"@*()G0'!%+"(%"'*.'!&#$+(3]'0/6)+"0'8"$"')"0+3(")'/*'
+(0+3&/'+(/*'%*(062"$'4"&#B+*$'#()'/*'6()"$0/#()' 6()"$0/#()'%*(062"$0G'*(,+("'+(/"$#%:*('8+/&'4$#()0'
8&"$"'1"*1,"'0&#$"7'#()'8&@'/&"@'0&#$";' /&$*63&'0"B"$#,'%&#((",07'+(%,6)+(3'0*%+#,'2")+#;''E&"@'
8"$"'#,0*')"0+3(")'/*'+,,62+(#/"'/&"'/@1"0'*.'#%:*('
%*(062"$0'/#>"'#C"$'+(/"$#%:(3'8+/&'/&"'4$#()'

active users
I/'/&"':2"'*.'8$+:(37'/&"$"'8"$"'*B"$'W'4+,,+*('#%:B"' /&$*63&'/&"0"'%&#((",0;'A&#/'8#0'6(%*B"$")'4@'*6$'
i#%"4**>'60"$0'8+/&'i#%"4**>'3$*8/&'"51"%/")'/*' 01"%+#,+0/0'0&")0'("8',+3&/'*('/&"'B#,6"'*.'0"#$%&7'0*%+#,'
%*(:(6"'+('SYWT;'`('SYWW7'i#%"4**>'#%%*6(/")'.*$' 2")+#'#()'*(,+("'MO;
XS;W_'*.'#,,'0&#$+(37'#()'+/'$"1$"0"(/0'#('*(,+("'
1*16,#:*('"96#,'/*'/&"'/&+$)',#$3"0/'%*6(/$@'*('/&"'
twitter:

200m 135
1,#("/;'`21*$/#(/,@'.*$'2#$>"/"$0'#()'#)B"$:0"$07'/&+0' google !:
1*16,#:*('+0'#B#+,#4,"'.*$')"2*3$#1&+%'/#$3":(37'
"(3#3"2"(/7'%60/*2"$'$"0"#$%&7'0"$B+%"'#()'2*$";'V@' “recommendations
are the new
%*(/$#0/'E8+F"$'&#0'*(,@'SYY'2+,,+*('60"$0'#()'P**3,"j'
&#0'b60/'WTX'2+,,+*(7'/&*63&'0*2"'16()+/0'#$"'
advertising.”
m
active users active users

^

A portrait of the The 7 types of sharers:
social sharer
V".*$"'8"'3"/'+(/*'1$#%:%#,'$"%*22"()#:*(0'.*$'#'1$*3$"00+B"'
0"#$%&'0/$#/"3@7'+/G0'8*$/&'$"f"%:(3'*('&*8'#()'8&@'1"*1,"'0&#$"'*('
0*%+#,'2")+#;'

Q6$'!%+"(%"'*.'!&#$+(3'$"1*$/'8#0'8#0'+(01+$")'4@'$"0"#$%&'.$*2'/&"'
K"8'L*$>'E+2"0'*('2*:B#:*(0'/*'0&#$"'gE&"'M0@%&*,*3@'*.'!&#$+(37'
SYWWh;''A"'8#(/")'/*'6()"$0/#()'/*'8&#/'"5/"(/')+H"$"(/'
What they share:
2*:B#:*(0'1,#@")'#'1#$/'+('0&#$+(3'4"&#B+*$'#2*(30/'Z['%*(062"$07'
#0'8",,'#0'/*'6()"$0/#()'8&+%&'0*%+#,'%&#((",0'/&"'1"$0*(#,+:"0]'
/"()'/*'1$"."$;'V@'6()"$0/#()+(3'8&@'1"*1,"'0&#$"7'#()'8&"$"'/&"@'
0&#$"7'460+("00"0'%#('/#$3"/'/&"'$+3&/'%*(/"(/'/*'/&"'$+3&/'1"$0*('#/'
/&"'$+3&/':2";''E&+0'3+B"0'%*(/"(/'/&"'4"0/'%&#(%"'*.'4"+(3'01$"#)'
8+)",@7'#()7'4@'60+(3'/&+0'+(0+3&/7'8"'%#('1,#('*6$'1$*3$#20'2*$"'
"H"%:B",@;

X

Altruists Selectives
I,/$6+0/0'0&#$"'4"%#60"'/&"@'8#(/'/*'&",17'#()'$"1$"0"(/' !","%:B"0'0&#$"'4"%#60"'+/'+0'01"%+?%#,,@'$","B#(/'/*'#'
Tl;e_'*.'*6$'Z['0#21,"'1*16,#:*(;''M"*1,"'&"$"'#$"' .$+"();'A+/&'Se;W_'*.'*6$'Z['$"01*()"(/0'0",.-+)"(:.@+(3'
0&#$+(3'4"%#60"'/&"@'8#(/'/*'4"'&",1.6,'/*'*/&"$07'46/'(*/' #0'#'0","%:B"'0&#$"$7'8"'.*6()'*6/'.$*2'/&"2'/&#/'/&"'
("%"00#$+,@'01"%+?%'*/&"$0'g#0'!","%:B"0')*h;'I,/$6+0/0' 8#@'!","%:B"0'0&#$"'+0'/&$*63&'"2#+,;'R,"#$,@7'8+/&'/&"'
0&#$"'2*$"'/&#('#B"$#3"'*B"$'i#%"4**>'#()'"2#+,;'d#>"' 0"%*()'2*0/'1*16,#$'0&#$"$'/@1"'4"+(3'#'1$+2#$+,@'"2#+,'
+/'"#0@'.*$'#,/$6+0/0'/*'0&#$"'@*6$'2"00#3"'*('i#%"4**>' 0&#$"$7'/&+0'%&#((",'%#((*/'4"'+3(*$");'I(@'0&#$")'
#()'4@'"2#+,; %*(/"(/'%*6,)'4"'$"1*0/")'4@'*/&"$0'*('/&"'+(/"$("/7'/&60'
&",1+(3'!<Q;

Passionates Connectors
M#00+*(#/"0'0&#$"'4"%#60"'/&"@'0&#$"'#'1#00+*('8+/&' R*(("%/*$0'0&#$"'/*'+(01+$"'0*%+#,+=+(3'8+/&'.$+"()0'#()'
0*2"*("'",0"'#()'#$"'1$*4#4,@'/&"'2*0/'+21*$/#(/'/@1"' $"1$"0"(/'k;l_'*.'/&"'1*16,#:*('8"'06$B"@")'+('/&"'Z['
*.'0&#$"$'/*'#%:B#/";'M#00+*(#/"07'#/'We;k_7'#$"'#',#$3"' g$"1$"0"(/#:B"'*.'/&"'1*16,#:*(h;'R*(("%/*$0'0&#$"'
#()'0+3(+?%#(/'1*16,#:*('/*'#%:B#/";'V"@*()'0&#$+(3'*(' *6/0+)"'/&"'%*$"'i#%"4**>'1,#m*$27'#,0*'"(3#3+(3'*B"$'
i#%"4**>7'/&"@'8$+/"'2*$"'$"B+"80'/&#('#B"$#3"'#()'#$"' 1&*/*'0&#$+(3'#()'2+%$*4,*33+(3'0+/"0',+>"'`(0/#3$#2'#()'
/&"'*(,@'/@1"'*.'0&#$"$'/*'8$+/"'#'0+3(+?%#(/'(624"$'*.' E8+F"$7'#0'8",,'#0'N+(>")`(;'E&"@'%#('2#>"'/&"'2*0/'
$"B+"80;'O"B+"80'1*1'61'+('0"#$%&'$"06,/07'*C"('&#B"',+(>0' 0+3(+?%#(/'+21#%/'*('@*6$'0"#$%&'$#(>+(307'8+/&'E8+F"$'
#()'/&"$".*$"'+21$*B"'!<Q;'E&"@'%#('#,0*'4"'60")'.*$' #()'N+(>")`('#,,'&#B+(3'#'1*0+:B"'!<Q'+21#%/7'#0'8",,'#0'
*(,+("'$"16/#:*('2#(#3"2"(/'4@'#'%*21#(@; i#%"4**>'/*'#'%"$/#+('"5/"(/;'R*(("%/*$0'%#('0+3(+?%#(/,@'
&",1'01$"#)'@*6$'4$#()'2"00#3"'+.'#%:B#/")'%*$$"%/,@'#()'
3+B"('/&"'#4+,+/@'/*'0&#$"'/&$*63&'&#B+(3'/&"'$+3&/'46F*(0'
#B#+,#4,"'+('/&"'$+3&/'1,#%"0;

e

Trendspotters Careerists
E$"()01*F"$0'$"1$"0"(/'X;e_'*.'/&"'06$B"@")'0&#$"$0'#()' R#$""$+0/0'$"1$"0"(/")'#'2"$"'S;X_'*.'/&*0"'06$B"@")'#()'
/&"@'0&#$"'4"%#60"'+/'0&*80'*/&"$0'/&#/'/&"@'#$"'*('/*1'*.' 0&#$"'4"%#60"'+/'&",10'/&"2'+('460+("00;'E&"0"'0&#$"$0'#$"'
8&#/G0'("8;'E$"()01*F"$0'%#('4"'0+3(+?%#(/'+(f6"(%"$0' (*/'("%"00#$+,@'/&"'+)"#,'3$*61'/*'"(3#3"'.*$'!<Q'*$'
/&"20",B"0'#()'0&#$"'2*0/'#%$*00'L*6E64"7'E8+F"$7' $"16/#:*('2#(#3"2"(/'#()'#0'/&"'02#,,"0/'3$*617'8&+,"'
N+(>")`(7'i*6$!96#$"'#()'i#%"4**>;'E&+0'02#,,'46/'B+0+4,"' 0+3(+?%#(/7'/&"@'#$"',"#0/',+>",@'/*'4"'01"%+?%#,,@'/#$3"/")'
1*16,#:*('#$"'0+3(+?%#(/'0&#$"$0'#()'+.'"(3#3")'8+/&' 4@'MO07'0*%+#,'2")+#'2#$>"/"$0'*$'!<Q0;
1$*1"$,@'/&"@'%#('2#>"'#'0+3(+?%#(/')+H"$"(%"'/*'#'
%*21#(@;
3

K624"$07'.#%/0'#()'$"0"#$%&'&",10'16/'0*%+#,'2")+#'+(/*'
%*(/"5/7'46/'0+(%"'0*%+#,'2")+#'#,0*':"0'+(/*'0"#$%&7'#()'
Provocateurs MO':"0'+(/*'0*%+#,'2")+#7'+/'+0'+21*$/#(/'/*'6()"$0/#()'
8&#/'/&+0'2"#(0'#()'&*8'+/'%#('4"'60")'4@'#'460+("00;
M$*B*%#/"6$0'0&#$"'4"%#60"'/&"@'8#(/'#'$"#%:*('#()'
$"1$"0"(/'S;e_'*.'/&*0"'06$B"@");'Z()"$0/#()#4,@7'/&"@'
0&#$"'"B"$@8&"$"'+('#('#F"21/'/*'4"'&"#$)'#()'1$*B*>";'
E&"'$"0"#$%&'.*6()'/&#/'1$*B*%#/"6$0'0&#$"'#%$*00'
L*6E64"7'A*$)1$"00'#()'V,*33"$'4,*307'E8+F"$7'N+(>")`(' “By understanding why people
#()'i*6$096#$";'E&"0"'1"*1,"'#$"'B*%#,'#()')*'0&#$"'#'
,*/7'46/'2#@'(*/'$"1$"0"(/'#('+)"#,'MO'*$'0*%+#,'2")+#' share, and where they share,
/#$3"/')"01+/"'/&"+$'0&#$+(3'4"&#B+*$'*('1#1"$;' businesses can target the right
content to the right person at the
right time.”

k

Practical guidance for integrated acquisition and awareness strategies
!<Q7'0*%+#,'2")+#'#()'MO'#,,'&#B"'#('+21*$/#(/'$*,"'/*'
1,#@'+('/&"'*B"$#,,'0/$#/"3@'*.'3"a(3'+(%$"#0")'4$#()'
#8#$"("00'#()'+(%$"#0")'%*(B"$0+*(0;'Z()"$0/#()+(3'
&*8'"#%&'*.'/&"0"'2"%&#(+020'8*$>'#()'8&#/'+0'2*0/'
+21*$/#(/'8+/&+('"#%&'0/$#/"3@'+0'>"@'/*'*1:2+=+(3'/&"'
1"$.*$2#(%"'*.'"#%&'%&#((",;

Search engine optimization
!"#$%&'"(3+("'*1:2+=#:*('+0'*C"('1*$/$#@")'#0'#')#$>' E&"'2*0/'+21*$/#(/'","2"(/0'/*'4"'#8#$"'*.'.*$'!<Q'
“Content optimization requires
#$/7')"01+/"'/&"'1#/"(/0'#()'*/&"$'+(.*$2#:*('$",#:(3' %#('4"'4$*>"(')*8('+(/*'/&$""'%#/"3*$+"0U'/"%&(+%#,7'
)+$"%/,@'/*'/&"'/"%&(*,*3@'60")'/*'$#(>'8"40+/"0'4"+(3' %*(/"(/'#()',+(>0;'E&"'B#,6"'#()'8"+3&:(3'*.'/&"0"' some understanding of the basics
#'2#F"$'*.'164,+%'$"%*$);'V60+("00"0'%#('"#0+,@' ","2"(/0')*"0'B#$@')"1"()+(3'*('8&+%&'1+"%"'*.' of search engine optimization.
+21$*B"'B+0+4+,+/@'/&$*63&'"H"%:B"'60"'*.'MO7'0*%+#,' $"0"#$%&'+0'$"."$$")'/*7'&*8"B"$7'+/'+0'.",/'4@'2#(@'/&#/' There is no such thing as an
2")+#'#()'!<Q'/#%:%0'+('#'%#$".6,,@'*$%&"0/$#/")'8#@;' /&"$"'+0'#'8"+3&:(3'#/'/&"'2*2"(/'*.'TY'J'XY_'*(',+(>0'
!<Q'+07'#0'26%&'#0'MO'#()'0*%+#,'2")+#'#$"7'/**' 1*+(:(3'/*'#'0+/"7'WY'J'TY_'*('/"%&(+%#,'#()'SY'J'^Y_' optimal keyword density, no such
%*21,"5'/*'3*'+(/*')"1/&'#4*6/'+('/&+0'1#1"$;'A&+,"' *('%*(/"(/;'E&"'B#$+#4,"'8"+3&:(3'*.'/&"0"'","2"(/0'+0' thing as an optimal number of
3"("$#,+=#:*(0'#$"'2#)"'+('&"$"7'/&"@'#$"'(*/'&#$)'#()' )6"'/*'/&"'6(%"$/#+(/@'*.'&*8'"5#%/,@'/&"0"'#01"%/0'#$"' words and no way to trick the
.#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;

n

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$'$6,"'*.'/&624'+0'/&#/'SY_'*.'8&#/'3*"0'
:2";'<B"(/6#,,@'/$+%>0]'0/*1'8*$>+(3'4"%#60"'*.'#(' +(/*'$#(>+(3'#'1#3"'+0'/"%&(+%#,'#()'$",#/")'/*'/&*0"'
#,3*$+/&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()"$0/#()+(3'*.'
%*(/"5/'*.'/&"'0"#$%&7'/&"'#,3*$+/&2'/&"(')"/"$2+("0' .#%/*$0'%&#(3"0;'E&"'*H-1#3"'.#%/*$0'#H"%:(3'$#(>+(3'
&*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
WY_

l

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'/*'
ZON'#()'/&"'>"@8*$)0'2#11")'/*'/&#/'1#3";'E&*0"'#$"' $"1"#/'/&"'2#/%&'>"@8*$)'%*(0/#(/,@;'I,0*'2"(:*(0'*.'
606#,,@'/&"'"5#%/'>"@8*$)0'@*6'8#(/'/*'4"'#00*%+#/")' 4$"#>.#0/'4#$]'8+/&*6/'%&*%*,#/"'#()'%&*%*,#/"]'
8+/&'/&#/'1#3";'["@8*$)'$"0"#$%&'0&*6,)'60"'/**,0',+>"' 8+/&*6/'4$"#>.#0/'4#$'#,0*'&",1'g+('/&+0'%*(/"5/h;
!<QV**>G0'["@8*$)'O"0"#$%&'E**,7'P**3,"G0'["@8*$)'
E**,'#()7'*.'%*6$0"7'%*21"::B"'$"0"#$%&;'i*$'(*(-
<(3,+0&'$"0"#$%&'/&"$"'#$"'#'(624"$'*.'/**,0'#B#+,#4,";'
["@8*$)'$"0"#$%&'0&*6,)'.#%/*$'+('&*8'2#(@'1"*1,"'
YUM!
,**>'.*$'/&#/'/"$2'+(0+)"'@*6$'/#$3"/'2#$>"/7'&*8'2#(@'
*/&"$'8"40+/"0'#$"'#%:B",@'/$@+(3'/*'*1:2+="'.*$'/&#/'

C hoccy
/"$2'#()'&*8'0/$*(3'/&*0"'8"40+/"0'#$"'g#()'/&60'&*8'
)+p%6,/'/*'$"2*B"'.$*2'/&"+$'1*0+:*(h;'E&"0"'
>"@8*$)0'#$"'/&"('60")'.*$',+(>'46+,)+(37'*(-1#3"'
*1:2+=#:*('#()'#00*%+#/")'8*$>;
!" #$%&$'(
I'2#/%&'>"@8*$)'+0'0*2"/&+(3',+>"'%&*%*,#/"'
4$"#>.#0/'4#$]7'8&"$"#0'#'0"2#(:%#,,@'$",#/")'/"$2'
%*6,)'4"'%&*%%@'4$">>+"'4#$]'*$'#'4$"#>.#0/'4#$'8+/&'
!$"
#'%&*%*,#/"'%*#:(3]'*$'2*$(+(3'%&*%*,#/"'2"#,'+('#'
4#$'.6,,'*.'(6/$+:*60;;;]'*$'"B"('2*$"'B#$+#:*(0;'E&"'
>"@'+0'/&#/'#'1"$0*('*$'#'%*216/"$'8*6,)'6()"$0/#()'

WY

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'&#0'/*'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+/;,@%&*%%

WW

SEO link building
`('!<Q',+(>0'#$"'B"$@'+21*$/#(/7'46/'b60/'#0'+21*$/#(/' I'8",,-%$#C")'1$"00'$","#0"'&#0'/&"'1*/"(:#,'/*'(*/' “An important rule is that the
#$"'/&"'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"$"(%";'I/'V"@*()7'8"'60"'#'%*24+(#:*(' being only 10 – 15% of the total
#'("8'%*21#(@'*$'#'02#,,'%*21#(@7'/&"0"'2"(:*(0' *.'MOK"808+$"'#()'MOA"4'/*'3"/'b*6$(#,+0/0G'#F"(:*('
%#('4"'#0'+21*$/#(/'#0'#',+(>; #()'*(,+("'2")+#'0@()+%#:*(;
links in to the whole site.”

N+(>'46+,)+(3'2#>"0'61'2*0/'*.'8&#/'#('!<Q')*"0'/*'
''!"($)'#
%&''' **
#$
%&#(3"'/&"'$#(>'*.'#'0+/";'r*8"B"$7'+()+0%$+2+(#/"',+(>'
46+,)+(3'%#('&#$2'#'0+/"'#0'8",,;'I('+21*$/#(/'$6,"'+0' " )

!"#$%&"''"()

!

&
/&#/'/&"'&*2"'1#3"'0&*6,)'#,8#@0'&#B"'/&"',#$3"0/'
0&#$"'*.',+(>0'#()'/&"'#(%&*$'/"5/'0&*6,)'4"'2*0/,@'
4$#()'*$'ZON',+(>07'8+/&'>"@8*$)0'4"+(3'*(,@'WY'J'WX_'
*.'/&"'/*/#,',+(>0'+('/*'/&"'8&*,"'0+/";'E&+0'2"#(07'.*$'
,+(>'46+,)"$0'*$'MO'1"*1,"7'/&#/'@*6'("")'/*'4"'06$"'/*'
B#$@'/&"',+(>0'@*6'%$"#/"'0*'"#%&'1$"00'$","#0"'&#0'(*'
2*$"'/&#('/&$""',+(>07'8+/&'*("'4"+(3'#'4$#()',+(>'/*'
/&"'&*2"'1#3"'g+.'1*00+4,"h;'i*$'0*%+#,'2")+#'1"*1,"7'
/&+0'+0',"00'+21*$/#(/'#0'/&*0"',+(>0'%6$$"(/,@'&#B"'#'
,*8"$'+21#%/'#()'+/'+0'2*$"'(#/6$#,'+('0*%+#,'2")+#'/*' &$
*'+%" -.$)/
,+(>'/*')""1'%*(/"(/; ,*

WS

SEO link building
O"B+"80'#$"'1#$:%6,#$,@'1*8"$.6,;'A+/&'M#00+*(#/"0' <#%&'%&#((",'#,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*/"(:#,'.*$'0*%+#,'2")+#'
"(3#3"'@*6$'M#00+*(#/"0'#%$*00'#'(624"$'*.'0*%+#,' 0+3(#,0'/*'4"'#'%,"#$'$#(>+(3'.#%/*$;'E&+0'8#0'#,0*'
2")+#'/*6%&'1*+(/0'#()'/&"@'%#('4"%*2"'1*8"$.6,' )*%62"(/")'4@'!<Q2*='+('#'4,*3'1*0/'#()'#("%)*/#,,@'
4$#()'#)B*%#/"0'#()'&",1'!<Q; 4@'E+%>"/2#0/"$;

&'''''!"($)'#*
$% *)
"#

!"#$%&"''"()

!

&
&$
*'+%" -.$)/
,*

WT

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&"$"'("3#:B"0' used method for sharing
,#6)")'#0'1"$&#10'i#%"4**>'#()'E8+F"$7'8&*'#$"'/&"' #$"')+$"%/'$"01*(0"'#()'1*0+:B"0'#$"'$"B+"80;' information.”
)#$,+(30'*.'/&"'("8'2")+#'8*$,);'<2#+,'2#$>":(3'+07' M#00+*(#/"0'8+,,'"(3#3"'#()'&",17'#0'8",,'#0'$"B+"8;'
&*8"B"$7'*("'*.'/&"'2*0/'+21*$/#(/'%&#((",0'.*$' Q(,+("'M#00+*(#/"0'#$"'(*/'*(,@'4$#()'#)B*%#/"07'/&"@'
3"a(3'#'4$#()G0'2#$>":(3'2"00#3"'*6/;'V*/&'I,/$6+0/0' #$"'#,0*'#'?$0/',+("'*.')"."(%"'8&"('/&"$"'+0'#('+006"7'
#()'!","%:B"0'60"'"2#+,'#0'*("'*.'/&"'2#+(7'+.'(*/'/&"' 1$*4,"2'*$'$"16/#:*('2#(#3"2"(/'%$+0+0;
2#+(7'2"/&*)'*.'0&#$+(3'+(.*$2#:*(;

I'0/6)@'4@'IQN'#,0*'+()+%#/")'/&#/'"2#+,'8#0'/&"'2*0/'
*C"('60")'2"/&*)'.*$'0&#$+(3'+(.*$2#:*(;'IQN'.*6()'
sharing platforms:
%
89%
+('SYWW'/&#/'lT_'*.'W7SYY'1"*1,"'06$B"@")'4@'K+",0"('
Q(,+("'60")'"2#+,'/*'0&#$";'E&#/'8#0'.#$'&+3&"$'/&#('

82%
0*%+#,'("/8*$>07'+('#/'nl_7'4,*30'#/'nS_'#()'2"00#3"'
4*#$)0'#/'nW_7'%,"#$,@')"2*(0/$#:(3'/&#/'"2#+,'+0'#('
"00"(:#,'1#$/'*.'#(@'2#$>":(3'0/$#/"3@;
81%
message
boards blogs
social
networks
email
W^

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+/&'

$2.10
0&#$+(3'.*$'`(/"$("/'$"/#+,"$0'*%%6$0'*(' +(%$"#0")'+(/"$#%:*(0'46/'+('/&"',*(3"$'/"$2'/&"'
A")("0)#@0;'E&+0'+0'%$6%+#,'+(.*$2#:*('.*$' #%:B+/@'8+,,'+21$*B"'0"#$%&'B+0+4+,+/@;'I,8#@0'
2#$>"/"$07'#()'8&"('/&"@'&#B"'+/7'@*6q,,'0""'/&"2' #(#,@="'/&"'"5+0:(3')#/#'.*$'/&"'4$#()7'"0/#4,+0&'
$"#,,@'0/#$/'/*'%&#(3"'/&"'8#@'/&"@'%*226(+%#/"' 8&#/'/@1"0'%*226(+%#:*('gB+06#,7',+(>07' incremental sales
8+/&'%60/*2"$0;]'E&+0'>"@'1+"%"'*.'$"0"#$%&' %*22"(/0h'3"/'/&"'2*0/'+(/"$#%:*('g/*'+(%$"#0"' generated by an average
facebook share
0633"0/0'#'2*("/#$@'B#,6"'/*'#'D0&#$"G'*(' %&#(%"0'*.'4"+(3'0""(h'#()'2#>"'06$"'/*'0/#$/'
i#%"4**>'#()'%#('&",1'%#,%6,#/"'/&"'OQ`'*(' 8+/&'/&#/'/@1"'*.'#%:B#:*(;''
i#%"4**>'8*$>;'

I/'V"@*()7'8"'8*$>'#%$*00'#'(624"$'*.'4$#()07'+('
i#%"4**>'+0'/&"',#$3"0/'0*%+#,'1*16,#:*('46/'+/' #'(624"$'*.'B"$:%#,0;'A"'&#B"'.*6()'/&#/'8&+,"'
%6$$"(/,@'&#0',+2+/")'+21#%/'*('!<Q;'!*%+#,'0+3(#,0' /&"$"'+0'(*'&#$)'#()'.#0/'$6,"7'8"')*'*C"('0""'

10.2%
#$"'B+/#,'/*'0"#$%&'"(3+("0'#()'0*'0&#$+(3'#2*(3' 4"F"$'"(3#3"2"(/'g0&#$+(37',+>"07'"/%;h'8+/&'B+06#,'
1$*?,"0'8&+%&'&#B"'#6/&*$+/@'%#('1$*)6%"'#' %*(/"(/'/&#(',+(>0;'A&"('0611*$/")'8+/&',+2+/")'
$#(>+(3'%&#(3";'i#%"4**>'+0'(*8'+(/"3$#/")'8+/&' 1#+)'2")+#'8+/&+('i#%"4**>'g06%&'#0'01*(0*$")'
V+(3'+('/&"'Z!'gWe_'2#$>"/'0&#$"'%*21#$")'/*' 0/*$+"0h7'/&+0'%#('&",1'%*(/"(/'3*'B+$#,]'#()' most sharing by
internet retailers average generated
P**3,"G0'ek_'+('/&"'Z!'+('w6("'SYWSh7'#))+(3'/*' +21$*B"'*B"$#,,'*(,+("'B+0+4+,+/@7'*6/0+)"'#0'8",,'#0' occurs on facebook share
coversion rate
wednesday
/&+0'1,#m*$20G'0"#$%&'+(f6"(%";'i#%"4**>'+0'#,0*' +(0+)"'i#%"4**>;
60")'2*0/'8+)",@'4@'/&"',#$3"0/'1*16,#:*('*.'
0*%+#,'0&#$"$'J'I,/$6+0/0;'

WX

Twitter “When the people following your
I/'V"@*()'8"'&#B"'0""('B#$@+(3'06%%"00'8+/&' 1*0/0'*$',+(>0'*('#%/6#,'4,*30'#()'0+/"0;'E&"' account #nd something they want
0*%+#,'2")+#'#()',+(>'46+,)+(3;'E8+F"$',+(>0'/"()' %*$$",#:*('8+/&'/&"'%*(/"(/'*.'/&"'/8""/'#()' to share, they will. Crafting the
/*'3+B"'0&*$/',+B")'4"("?/07'26%&',+>"'MO7'46/'/&"' $#(>+(30'+(%$"#0"0'#%$*00'2*$"'/&#('b60/'/&"'/8*' message for the right social
,*(3"$'/"$2'4"("?/0'#$"'8&#/'8"'0""'+('$"06,:(3' %+/")'"5#21,"0'#()'0""20'.#$'/**'%*+(%+)"(/#,'/*'
8"40+/"'%*B"$#3";'A+/&'*6$'!%+"(%"'*.'!&#$+(3' 4"'+3(*$");
sharer will increase the likelihood
$"1*$/7'V"@*()'&#)'%*B"$#3"'*('d#0&#4,"'#()' of a RT (retweet) and the more
0#8'#'0+3(+?%#(/'(624"$'*.'/8""/0'+(%,6)+(3'/&"' RTs, the more likely a rankings
V"0+)"0'/&"'!<Q'4"("?/0'*.'E8+F"$7'8&"$"'/8""/0'
4$#()'(#2";'E&"'$#(>'*('4$#()'+22")+#/",@'0&*/'
boost is.”
61'#()'$"2#+(")'0+3(+?%#(/,@'&+3&'J'26%&'&+3&"$' #$"'$"/8""/")'/&"$"'+0'#'0+3(+?%#(/'MO'B#,6"'/*'/&"'
/&#('8*6,)'&#B"'4""('"51"%/")'.$*2'#'0+(3,"',+(>' 1,#m*$2;'E8+F"$'%#('*H"$'#,2*0/'+22")+#/"'
.$*2'#'0+(3,"'("80'0*6$%"'*('#0'3"("$+%'#'/"$2'#0' ."")4#%>'*(',#6(%&"0'#()'+)"#0'#()'%#(7'#/':2"07'
4"@*()];' *H"$'+(.*$2#,'%60/*2"$'$"0"#$%&;'E8+F"$'%#('
01$"#)'$62*$'#()'2+0+(.*$2#:*('#0'.#0/'#0'/$6/&'
g+.'(*/'.#0/"$h;'
Q/&"$0'8&*'&#B"')*("'2*$"'+(-)"1/&'0/6)+"07'
06%&'#0'!<Q2*=7'&#B"'.*6()'0+2+,#$'$"06,/0'&F1Uoo
888;0"*2*=;*$3o4,*3o/8""/0-"H"%/-$#(>+(30- d#>"'06$"'/*'/8""/'$"36,#$,@7'0%&")6,+(3'60+(3'
6("51"%/")-%#0"-0/6)@''#0'8",,'#0'#':%>":(3' !*%+#,'Q*21&'*$'r**/06+/"'+.'("%"00#$@;'d*(+/*$'
#3"(%@'8&*'.*6()'46@+(3'g.$*2'E8+F"$h'$"/8""/0' E8+F"$'#0'#'%&#((",'#()'$"01*();'s*(G/'#,8#@0'
.*$'/&"+$'V#/2#(':%>"/'0#,"0'1$*)6%")'#' 160&'2"00#3"0'46/'0&#$"'/&"',*B"'#()'OE'*/&"$'
(*:%"#4,"'+(%$"#0"'.*$'/&"+$'$#(>+(30'*(' 1"*1,";'A&"('/&"'1"*1,"'.*,,*8+(3'@*6$'#%%*6(/'
V#/2#(]7'(*/'b60/'4#/2#(':%>"/0];'Q(%"'#' ?()'0*2"/&+(3'/&"@'8#(/'/*'0&#$"7'/&"@'8+,,;'
/8""/'+0'1+%>")'61'#()'01$"#)'8+/&'#'ZON'+('+/7'/&"' R$#C+(3'/&"'2"00#3"'.*$'/&"'$+3&/'0*%+#,'0&#$"$'
/"$20'8+/&+('/&"'/8""/'%*6,)'4"'3+B"('#(' 8+,,'+(%$"#0"'/&"',+>",+&**)'*.'#'OE'g$"/8""/h'#()'
+22")+#/"'4**0/'*('/&"'/#$3"/'0+/";'d*$"' /&"'2*$"'OE07'/&"'2*$"',+>",@'#'$#(>+(30'4**0/'+0;
1$#%:%#,,@7'+/'+0',+>",@'/&"'46=='%$"#/")7',"#)'/*'

© Copyright 2012 Beyond. All rights reserved. Private and Con!dential We

Google + “If the research and anecdotal
evidence is to be believed,
engagement on Google+ will
P**3,"j'+0'#'("8'0*%+#,'("/8*$>+(3'1,#m*$2'46+,/'*(' E*',"B"$#3"'/&+0'("8'1,#m*$27'4$#()0'0&*6,)'%$"#/"'
/&"'+)"#'*.'4$+(3+(3'1"*1,"'/*3"/&"$7'/$#(01#$"(%@' /&"+$'1#3"0'46/'#,0*'"(%*6$#3"'"21,*@""07'"01"%+#,,@' not only reach a potentially
/&$*63&'$"#,'(#2"07'#()'/$60/;'E&+0'+0'*("'*.'2#(@' &+3&-1$*?,"'*("07'/*'%$"#/"'P**3,"j'1$*?,"0'#()',+(>' large audience but positively
0*%+#,'1,#m*$2',#6(%&"0'.$*2'P**3,"'46/'+/'&#0'#' /&"2'/*'/&"'4$#()'1#3"7'/&"'%*21#(@'4,*3'#()'#(@'
%*(0+)"$#4,"'#2*6(/'*.'1$*2*:*(')*,,#$0'4"&+()'+/;' */&"$'4$#()'0*%+#,'1$*?,"0;'R*21#(@'4,*30'0&*6,)'&#B"' a$ect your rankings.”
A&+,"'P**3,"j'.*$'V60+("00'1$*?,"0')*'(*/'@"/'#11"#$' /&"'#6/&*$'2#$>61'#))")'/*'/&"'0@0/"2'g+.'60+(3'
8+/&+('/&"'0"#$%&'$"06,/0'#0'.$"96"(/,@'#0'*/&"$' A*$)1$"007'L*#0/;%*2'&#0'#'1,63+('/*')*'/&+0h'#()'#,,'
1$*1"$:"0')*7'/&"$"'+0'0*2"'#("%)*/#,'"B+)"(%"'g#()'#/' $","B#(/'1*0/0'0&*6,)'4"'0&#$")'*('/&"'4$#()'P**3,"j'
,"#0/'*("'0/6)@h'+()+%#:(3'/&#/'"(3#3"2"(/'8+/&+(' 1#3"'#0'8",,'#0'/&"'#6/&*$0G'*8('P**3,"j'1#3"0;
P**3,"j'+(%$"#0"0'#'4$#()G0'0"#$%&'B+0+4+,+/@;

A+/&'P**3,"j7'/&"'&+3&"$'/&"',"B",'*.'96#,+/@'#()'
E&"'16$%&#0"'*.'x#3#/'4@'P**3,"'4$+(30'60"$'3"("$#/")' "(3#3"2"(/'*('#'4$#()'1#3"7'/&"'4"F"$;'P**3,"j'+0;'I'
%*(/"(/'gZPRh'$#:(30'/&$*63&'+(/*'P**3,"j'#()'+(/*' ("8'#()'"B*,B+(3'1,#m*$2'#()'8+,,'$"96+$"':2"'#()'
/&"'"51"$+"(%"'*.'"#%&'60"$'*.'/&"'P**3,"j'0@0/"27' +(B"0/2"(/;'`.'/&"'$"0"#$%&'#()'#("%)*/#,'"B+)"(%"'+0'
2#>+(3'+()+B+)6#,'$"B+"80'#()'/&"'"(3#3"2"(/'*.' /*'4"'4",+"B")7'"(3#3"2"(/'*('P**3,"j'8+,,'(*/'*(,@'
M#00+*(#/"0'"00"(:#,'.*$'$"B+"80-)"1"()"(/' $"#%&'#'1*/"(:#,,@',#$3"'#6)+"(%"'46/'1*0+:B",@'#H"%/'
460+("00"0;'A&+,"'/&"'1"$%"1:*('+0'/&#/'P**3,"j'+0' @*6$'$#(>+(30;
2#+(,@'1*16,#/")'4@'P**3,"'"21,*@""07'!<Q0'#()'B"$@'
"#$,@'#)*1/"$07'/&+0'+0'1#/"(/,@'(*/'/&"'%#0";'A+/&'x#3#/'
(*8'60+(3'P**3,"j'1$*?,"0'.*$'$"0/#6$#(/'$"B+"80'#()'
P**3,"G0'#)*1:*('*.'$+%&'0(+11"/0'.*$'#6/&*$0'#()'
b*6$(#,+0/07'P**3,"j'+0'0"/'/*'4"%*2"'2*$"'8+)",@'60")'
4@'"B"$@4*)@;

Wk

LinkedIn
“LinkedIn can be one of many
N+(>")`('*H"$0'#('+(/"$"0:(3'2+5'*.'2"/&*)0'/*' s*(G/'01#2'46/'4"'#8#$"'*.'/&"'/@1"'*.'2"00#3"'@*6$' controlled properties ranking
%*226(+%#/"'#0'8",,'#0'%$"#/"'#'4$#()'1$"0"(%";'i*$' #6)+"(%"'$"01*()0'/*'4"0/;'R$#C'/&"0"'2"00#3"07'0"")'
!<Q07'N+(>")`('%#('4"'*("'*.'2#(@'%*(/$*,,")' /&"2'*6/'*('/&"'1,#m*$2')6$+(3'/&"'$+3&/':2"'*.')#@' on brand which can be
1$*1"$:"0'$#(>+(3'*('4$#()'8&+%&'%#('4"',"B"$#3")'.*$' .*$'@*6$'#6)+"(%"'#()'&",1'/&"2'8+/&'#'/8""/'*$' leveraged for citations as well
%+/#:*(0'#0'8",,'#0'/*'*6/-$#(>'4#)'1$"00;'N+(>")`('#,0*' i#%"4**>'0&#$"7'1*+(:(3'4#%>'/*'N+(>")`('+.'
&",10'3#+('B+0+4+,+/@'.*$')+0/$+46/")'!<Q'%*(/"(/7' #11$*1$+#/";'i*%60'*('%$"#:(3'$"36,#$'"(3#3"2"(/; as to out-rank bad press.”
+(%$"#0+(3'+/0',+.":2"'B#,6"'#()'1*/"(:#,'/*'+(f6"(%"'
$#(>+(30;'!,+)"0&#$"7'#0'#('*8(")'1$*1"$/@'*.'N+(>")`('
#()'#0'#'1*/"(:#,'0"#$%&'$"06,/7'+0'+21*$/#(/'/*'
*1:2+="'#0'8",,;

i*$'0*%+#,'2")+#'1$*."00+*(#,07'N+(>")`('*H"$0'*.'#'
96+"/'46/'#%:B"'1**,'*.'"51"$/07'%*(("%/")'+(f6"(%"$07'
#()'*/&"$'1"*1,"'/*'"(3#3"'8+/&;'O"%$6+/2"(/7'
"(3#3"2"(/'#()'2*$"'%#('#,,'&#11"('8+/&+('N+(>")`(;'
A&+,"'%*226(+/@'0""20',**0"'#()'8"#>7'0&#$+(3'
"B"(/07'#%:B+:"07'("807'0,+)"07'/8""/0'#()'2*$"'%#('
%$"#/"'2*$"'*.'#'0"(0"'*.'4$#()'%*226(+/@'#()'*H"$'
#('#))+:*(#,'1,#%"'/*'"51$"00'/&"'4$#()'2"00#3";'

Wn

Image sharing
`2#3"'0&#$+(3'0+/"07'06%&'#0'i,+%>$7'%#('&",1'#'4$#()' 2*0/'.$"96"(/,@'*B"$'+2#3"'0&#$+(3'0+/"0'#()'#$"'2*0/'
8+/&'#))+:*(#,'0"#$%&'"51*06$"'/&$*63&'4*/&'+2#3"' ,+>",@'/*'&",1'01$"#)'+2#3"0'/&"@',+>"'/&$*63&'
0"#$%&'#()'6(+B"$0#,'0"#$%&'$"06,/0'g#0'%#('8",,- #))+:*(#,'0&#$+(3'*('i#%"4**>7'4,*33+(37'"/%;'I0'/&"'
1*0+:*(")'#()'*1:2+=")'+2#3"0'*('*8(")' +2#3"'01$"#)07'0*'8+,,'+/0'B+0+4+,+/@'+('0"#$%&;
1$*1"$:"0h7'#,/&*63&'`(0/#3$#2'#()'M+(/"$"0/'#$"'(*/'
`2#3"0'#$"'*C"('6()"$60")'#0'#'/**,'/*'+(%$"#0"'4$#()'
%6$$"(/,@'.6,,@'+()"5");'P**3,"'+2#3"'0"#$%&'+0'*("'*.'
B+0+4+,+/@'*(,+("'46/'8+/&'.*6$'*.'/&"'0"B"('/@1"0'*.'
/&"'2*0/'B+0+/")'0+/"0'*('/&"'8"47'+('/&"'/*1'WS'
0&#$"$'0&#$+(3'*B"$'+2#3"'0+/"07'+2#3"0'#$"'0*2"/&+(3'
/$#p%>")'0+/"0;'`2#3"0'#$"'B+06#,,@'%*21",,+(3'#()'
"B"$@*("'0&*6,)'4"'#))+(3'/*'/&"+$'#%:B+/@;'
/*3"/&"$'8+/&'B+)"*07'0&*11+(3'$"06,/07'("80'$"06,/07'
2#1'$"06,/0'#()'2*$"7'&",1'%*(/$+46/"'/*'/&"'
+(%$"#0+(3,@'%,6F"$")'0"#$%&'$"06,/0'P**3,"'(*8'
1$*B+)"0;'I/'/&"':2"'*.'8$+:(37'#'0"#$%&'*(']%*21#$"'
%$")+/'%#$)0]'#,0*'$"06,/")'+('#'/*1'1*0+:*(")'4*5'8+/&'
,#$3"'+2#3"0'#()'1*00+4,"'#p,+#/"',+(>0;'R,"#$,@'P**3,"'
>(*80'/&#/'+2#3"0'1$*)6%"'$"06,/0; “Images are often underused as a
tool to increase brand visibility
E&$*63&'4"%*2+(3'#'B#,6")'2"24"$'*.'#'%*226(+/@7'
0&#$+(3'8+/&'/&#/'%*226(+/@'%#('#,0*'&",1'+2#3"0'/#>"' online but with four of the seven
*('#'2*$"'B+$#,',+."'*.'/&"+$'*8(;'M60&+(3'+2#3"0'#/' types of sharer sharing over image
%*226(+:"0'$#$",@'8*$>07'+('/&"'0#2"'8#@'+/')*"0(G/' sharing sites, images are
8*$>'8+/&'4,*33"$0'#()'b*6$(#,+0/0;'M#$:%+1#:*('#()'
something everyone should be
%*226(+/@'+(B*,B"2"(/7'8&+%&'0*%+#,'2")+#'
1$*."00+*(#,0'"5%",'#/7'+0'+(B#,6#4,"'+('#%:B#:(3' adding to their activity.”
R*(("%/*$07'E$"()01*F"$07'M$*B*%#/"6$0'#()'
R#$""$+0/0;'E&"0"'+()+B+)6#,0'#$"'/&"'*("0'8&*'0&#$"'

Wl

The future of search and acquisition
Z()"$0/#()+(3'0&#$+(3'4"&#B+*$0'+0'+21*$/#(/7'46/'8+/&' A+/&'26%&'*.',+(>'46+,)+(3'#()'.6/6$"'4$#()'B+0+4+,+/@'
.$+%:*(,"00'0&#$+(3'%$"#:(3'&63"'0/$"#20'*.'#%:B+/@'+(' +(%$"#0+(3,@'$",+#(/'*('0*%+#,'0&#$+(3'0+3(#,07'/&+0'+0'
i#%"4**>'#()'("8'("/8*$>0',+>"'M+(/"$"0/'/#>+(3'*H7'+/' B+/#,'+(.*$2#:*('.*$'4*/&'/&"'0"#$%&'2#$>"/"$'#()'
&",10'/*'>""1'*("'"@"'*('/&"'.6/6$"'/*'"(06$"'/&#/' 0*%+#,'2")+#'1$*."00+*(#,;'E&"$"'+0'#'%*(:(6*60'
8*$>')*("'/*)#@'%#('0:,,'&",1'/*2*$$*8;'I/'V"@*()7' 0&+C+(3'*.'4"&#B+*$'#()'#%:B+/@'#,*(3'/&"',+.":2"'*.'#'
8"'&#B"'"0/#4,+0&")'?B"'1$")+%:*(0'#4*6/'8&#/'8"' 0*%+#,'2")+#'60"$;''A&+,"'0""2+(3,@'*4B+*607'/&"$"'
."",',#@0'#&"#)7'4#0")'*('*6$'$"0"#$%&U &#B"'4""('."8'#F"21/0'/*'2"#06$"'/&+0'"B*,6:*(;''
E&"'V"@*()'0/6)+"0'.*6()'/&#/'ek_'*.'1"*1,"'&#B"'
"51"$+2"(/")'8+/&'#('#11'/&#/'#6/*2#:%#,,@'1*0/")'
“The Beyond studies found that
7 E&"'$#/"'*.'0&#$")'%*(/"(/'8+,,'"B"(/6#,,@'1,#/"#67'
%$"#:(3'+006"0'8+/&'0*%+#,',+(>'46+,)+(3'"H*$/0'#0' /*'/&"+$'1$*?,"7',+0/"(")'/*'#'0*(3'/&#/'8#0' 67% of people surveyed have
8",,'#0'4$#()'B+0+4+,+/@; #6/*2#:%#,,@'0&#$")7'*$'$"#)'#('#$:%,"'/&#/'8#0' experimented with an app that
8
#6/*2#:%#,,@'0&#$");'r*8"B"$7'eW_'*.'1"*1,"'$"1*$/'
automatically posted to their
i$+%:*(,"00'-'*$'#6/*2#:%'-'0&#$+(3'+0'&"$"'/*'0/#@; ."",+(3'#((*@")]'4@'#11,+%#:*(0'/&#/'#6/*2#:%#,,@'
1*0/'%*(/"(/7'#()'/&"',*(3"$'1"*1,"'&#B"'i#%"4**>' pro#le, listened to a song that was
9 !"32"(:(3'.$+"()0'#()'%*(("%:*(0'/*'0","%:B",@' #%%*6(/0'/&"'2*$"',+>",@'/&#/'/&"@'#$"'/*'4"'#((*@")' automatically shared, or read an
0&#$"'8+,,'3$*8'#0'#'>"@'","2"(/'*.'0*%+#,'("/8*$>0; 4@'#11,+%#:*(0'/&#/'1*0/'#6/*2#:%#,,@'/*'/&"+$' article that was automatically
1$*?,"0;'A&+,"'V"@*()'+0(G/'0633"0:(3'/&#/'0&#$+(3'+0'
: E$+")'#()'/"0/")'2#$>":(3'/#%:%0'g+;";'3+B"#8#@0h' )**2")7'8"'&#B"'+)"(:?")'0*2"/&+(3'&"$"'/&#/' shared. However, 61% of people
8+,,'%*(:(6"'/*'.6",'#'&+3&'B*,62"'*.'%*(062"$' %*6,)'1$"B"(/'#'4$#()G0'2"00#3"'.$*2'4"+(3'0""('#()' report feeling “annoyed” by
0&#$+(3'#()'1*0+:B",@'4"("?/'$#(>+(30; 1*00+4,@'%#60"'#'3$"#/"$')$*1-*H'.$*2'i#%"4**>'+('/&"' applications that automatically
.6/6$"7'#0'8",,'#0'+21")"'0*%+#,',+(>'46+,)+(3'#%:B+/@;
; !&#$+(3'8+,,'"51#()'/*'+(%,6)"'/$#(0#%:*(07'#0'8",,' post content.”
#0',+."'"B"(/0'#()'#%&+"B"2"(/07'/*')"?("'#'("8'
#%:*(-*$+"(/")'0&#$+(3'%6,/6$";

SY

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'
#(*/&"$'0*%+#,'&#4+/'8&+%&'%*6,)'&",1'$")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
SW

Conclusion
!*%+#,'2")+#'"(3#3"2"(/'+0'#')+0%+1,+("'+('+/0",.'/&#/'&#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.”

SS

The Science of Search, Google & Social Signals

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Destacado

Destacado (8)

Similar a The Science of Search, Google & Social Signals

Similar a The Science of Search, Google & Social Signals (20)

Más de Beyond

Más de Beyond (20)

The Science of Search, Google & Social Signals