In this conference presentation from May 16, 2014 at ClickZ Live in Toronto, the concepts of how various forms social marketing can not only influence the terms people search one, but how both Google and Bing are using Social Signals to speed up the indexing of web content and how these social signals are used to establish trusted links to the content. Since the Panda update where bad links can actually hurt your sites rankings in search results, establish trust links via social marketing is more critical than ever and this presentation shows you how.

1. @aknecht
Beyond the “Like”
Influencing Search Via Social
Alan K’necht
Partner: Analytics & Social
Digital Always Media

2. @aknecht
About
• Provide SEO, Social & Analytics
Services, Training & Consulting

3. @aknecht
About Alan
• Working with the Internet since 1994
• Started with Digital Analytics in 1995
• Also been a:
– Web developer
– Analyst
– SEO/Social Media
• Teach Analytics Subject Head for USF Online
• Published 1st book in 2010

4. @aknecht
How can you use social to influence search?

5. @aknecht
How can you use social to influence search?
“Search is highly dependent on one
over riding component, which is
__________________?”

6. @aknecht
How can you use social to influence search?
…..Some level of awareness

7. @aknecht
How can you use social to influence search?
Example:
What is this?

8. @aknecht
How can you use social to influence search?
Example:
What is this?

9. @aknecht
Trademarked
Terms
Category
Term

10. @aknecht
Influencing The Trend Line

11. @aknecht
The Trend Line in Canada

12. @aknecht
Impact of Social/Brand Marketing

13. @aknecht
Example:
How can you use social to influence search?

14. @aknecht
Example: “Rob Ford”
How can you use social to influence search?

15. @aknecht
Example: “Rob Ford”
How can you use social to influence search?

16. @aknecht
“Rob Ford” Canada Trend
• Elected mayor October 2010 – tiny blimp

17. @aknecht
“Rob Ford” USA Trend
• Elected mayor October 2010 – tiny blimp

18. @aknecht
“Rob Ford” World Trends

19. @aknecht
Impact of Social
For Good or Bad
• Starts the conversation
• Creates awareness beyond local market
• Gives brand notoriety
• Can influence terms people search on

20. @aknecht
Can you use social to influence search results?
“What about Links?
Will social help me there?”

21. @aknecht
YES!Great stuff to share
+
The right audience
-----------------------------------------
= Natural links (The best kind)

22. @aknecht
And…..NO!
Page likes won’t help with the algorithm

23. @aknecht
Social’s Impact On Links

24. @aknecht
Social’s Impact On Links

25. @aknecht
Social’s Impact On Links

26. @aknecht
Social’s Impact On Links
• Search Engines See
Something is Happening by:
– Where crowds are gathering (Views)
– Pages that engage (low bounce rates)
– High number of social shares

27. @aknecht
Social’s Impact On Links
• Search Engines Looking for:
– Where crowds are gathering (Views)
• Something is Happing There (rapid indexing)
– Pages that engage (low bounce rates)
• High quality content
– High number of social shares
• Used to justify number and quality of links

28. @aknecht
If no one else cares about
your stuff….
….then don’t expect the
search engines to, either.
Food for Thought

29. @aknecht
Understand Causation vs. Correlation

30. @aknecht
Understand Causation vs. Correlation
If it rains…..

31. @aknecht
Understand Causation vs. Correlation
If it rains, you use an umbrella
Source: John Vetterli via Flickr.com

32. @aknecht
Understand Causation vs. Correlation
Using an umbrella doesn’t mean……

33. @aknecht
Understand Causation vs. Correlation
Using an umbrella doesn’t mean it’s raining

34. @aknecht
Thank You!
Want to chat?
• Find me here
• Be sure follow me on Twitter
• Connect with via LinkedIn
• Just search for me “Alan K’necht”