what's search got to do with social? keynote by danny sullivan for #zenith2013
Post on 17-Sep-2014
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@dannysullivan
What’s Search Got To Do With Social?
Danny SullivanFounding Editor
Marketing Land & Search Engine Land
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What’s Search?
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But a second-hand promotion
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Social’s coolSocial’s HOT
SOCIAL’S THIS!!!
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search is this
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and this
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But also this
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Which helps you knowyou need to do content like this
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Because otherwiseyou might not be here
when people go looking
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That’s especially importantif your cool social campaign causes them to go looking
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Social is also becoming more integrated into search
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And having more influence on what ranks
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Social helps search link pages to people, to authors
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Social helps search link pages to companies
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Search engines are also learningto link pages to people,
companies & facts beyond social
Google = Knowledge GraphBing = Snapshots & Satori
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The web of pages is turning into the web of entities,
of people, places & things
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The shift to entities allows the virtual world of the web
to better mirror our real world
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The mirroring means oursocial connections & brand
reputations begin to transfer, real links to replace hyperlinks
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Social signals are more democratic than
links as votes
Likes are votes within Facebook
Graph Search
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Not perfect, not yet, not for ages.Hyperlinks continue to rule.Not all social connections
will be shared.
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So, what’s Search got to do with Social?
Same as ever, helps us use social to find what we need
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“Does Anyone Know?”Try it on Twitter,
see 1000s of years of asking friends & family go digital
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Search & Socialhave always gone together
and are reuniting once again
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Takeaways• Social can drive search, so be ready
• Social can boost search visibility, so do authorship, Google+, other links, be social
• Search can drive social ideas, so mine the data, know what customers want
• Search is natural social activity, so answering questions through SEO is social!
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Linkaways
http://searchengineland.com http://marketingland.com
When Everyone Gets The Vote: Social Shares As The New Link Buildinghttp://marketingland.com/when-everyone-gets-the-vote-social-shares-as-the-new-link-building-5497
The Rise Of Help Engines: Twitter & Aardvark http://searchengineland.com/the-rise-of-help-engines-16921
Google’s Impressive “Conversational Search” Goes Live On Chromehttp://searchengineland.com/googles-impressive-conversational-search-goes-live-on-chrome-160445
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