smx toronto social signals 040811
DESCRIPTION
My thoughts on social signals in search back in April of 2011TRANSCRIPT
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Social Engagement Signals In Search
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Who Am I?
Co-author of The Art of SEOPresident of Stone Temple Consulting
20+ person SEO and PPC firmTrainer for Instant E-TrainingFounder of Web Site Publishing Companies
Publish web sites, grow them, then sell them2 significant exits so far
On Twitter: @stonetemple
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Uh Oh …
Source:SocialSignal
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How Ranking Used to Work24% Trust/Authority of Domain22% Link Popularity of Page20% InBound Anchor Text15% Keyword Usage7% Traffic / Click-Through Data6% Social Graph Metrics5% Registration / Hosting Data
Source SEOmoz RankingFactors Survey
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What it Might Look Like Now
21%
19%
11%18%
7%
20%
4%21% Trust/Authority of Domain19% Link Popularity of Page18% InBound Anchor Text11% Keyword Usage7% Traffic / Click-Through Data20% Engagement Metrics4% Registration / Hosting Data
Source: ME
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Social Behavior
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Facebook Authority & Links
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Friend Likes in Bing Results
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Sharing of Content
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Article Likes / Tweets
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Subscribers/Followers/Fans
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• NoFollowed, but still act like links• Author authority matters
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Twitter Authority• Number of relevant followers• CTR of links you share by relevant follower• Ratio of followers to followed• Retweets by relevant followers• Your “type” according to Klout (celebrity
thought leader, explorer, etc)• And possibly the age of your account
Source: johnfdoherty.com
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Follower/Following
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Klout Score
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The New Kid on the Block!
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Will Provide a Huge Volume of Data
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Tools for Measuring Engagement
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66 to 67% market sharein the US
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Search Results Interaction
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Bounce Rate
• Google Analytics– Did the user view only one page?
• Google Toolbar– One page? How long on page?
• Search Results Interaction– Time between click through to back to results
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Time on Site
• Hard to measure with Analytics– Measures time from 1st page view to start of last
page view
• Easier to measure with Google Toolbar– Can see when they go to another site
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Pages Per Visit
• Easy to measure in analytics• Easy to measure with the Google Toolbar
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Toolbar Sees All!
• Everywhere you surf!• Bounce rate• Time on site• Page views per visitor• Repeat visitors• Where users go when they leave your site
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Chrome Blocklist Extension
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A Direct Thumbs Down!
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Site Previews
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Use of Site Preview
• Users sees a snapshot of your site• What if they get a preview but don’t click?
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Google Reader (56%)
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Walled Garden – No Problem!
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Android
Source: comScore via Gigaom
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AdSense
• CTR on AdSense ads is another signal• Low CTRs is an indicator of a spammy page• Another indicator: As Bounce rates
– http://www.bayardo.org/ps/kdd2009.pdf
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Thank You!
Eric [email protected]@stonetemple(508) 485-7751www.stonetemple.com For a One Sheet SEO Checklist, email me, or
drop off a business card