Social-SEO Content Strategy: Ideas for a Data Driven Approach

Marketing

paul-shapiro
  • 1.Social-SEO Content Strategy: Ideas for a Data Driven Approach
  • 2. Why Does Social Media Matter in SEO? COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 2
  • 3. There is a correlation with social shares and rank • Moz 2013 Study: – Page Authority has the highest correlation with rank followed by Google +1s, # of LRDs, and then # of Facebook shares. • Searchmetrics 2013 Study: – Google +1s have the highest correlation with rank, followed by Facebook Shares, then # of backlinks. COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 3
  • 4. Searchmetrics Correlation Study 0.16 0.18 0.2 0.25 0.28 0.29 0.31 0.33 0.34 0.34 0.34 0.4 0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45 Length of URL % Backlinks with Stopword Θ SEO-Visibility of backlinking URL % of rel=nofollow backlinks Tweets Pinterest Facebook Likes Facebook Comments Facebook "Total" Number of Backlinks Facebook Shares Google +1 Mean Spearman Correlation COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 4 Source: Searchmetrics, SEO Ranking Factors – Rank Correlation 2013
  • 5. Google Doesn’t Use Social Signals as Part of Its Ranking Algorithm Correlation ≠ Causation “If you make compelling content, people will link to it, like it, share it on Facebook, +1 it, etc. But that doesn't mean that Google is using those signals in our ranking.” –Matt Cutts In other words…Content that performs well on social media is the same kind of content that performs well in search. – SHARABLE content does well: This is content that gets shared on social media and accumulates backlinks. – Social sharing AMPLIFIES content: social shares improves content visibility, getting in front of more eyes. COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 5
  • 6. How Social Shares Affect Links COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 6
  • 7. Correlation 2 COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 7 Social Shares to Linking Root Domains Anonymous Client Data Nice Correlation Correlation: 0.900850699
  • 8. Keyword Usage & Rank: Low Correlations Moz 2013 0.12 0.12 0.13 0.13 0 0.05 0.1 0.15 Keyword Usage in H1 Keyword Usage in Body Text Body Text Similarity to Keyword Keyword Usage in Title Tag Searchmetrics 2013 0.03 0.11 0.11 0.12 0 0.05 0.1 0.15 Keyword in Domain Name Keywords in Body Keywords in External Links Position of KW in Title COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 8
  • 9. Create Sharable Content! • Keywords have been devalued – Create content that is optimized for search and social, but mostly social. • Shareable content is more important – Content spreads more easily with the advent of social networks and shareable content (with the help of social media) will get you more links COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 9
  • 10. Why People Share? COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 10
  • 11. Upworthy has a Pretty Awesome Process COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 11 Source: Slideshare & Upworthy Page Authority: 66 46 LRDs from Authoritative Websites • Content = Embedded YouTube Video • A few words of on-page text and a headline • Ranks Page 1 for “monkey experiment” and “fairness experiment” • Text not found on page or in anchor text
  • 12. Things We Can Do Similarly • Test headlines on social – Upworthy creates 25 headlines and does a lot of testing – Treat SEO as an iterative process • Test headlines on AdWords to see how search differs • A/B test sharing button and other page aspects • Differ title, h1, open graph titles, twitter cards, schema • Do research and optimize content for our audience COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 12
  • 13. Influencer Marketing for SEO • Distribute your content, better. Get it shared more. COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 13 Image via David Armano
  • 14. Create content that influencers like • Use a platform like Appinions to cater content creation to industry influencers to make it more sharable COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 14
  • 15. Get Shared By Being First • Blab: Predict content trends and needs 72-hours in advance COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 15
  • 16. Introducing… Google Hummingbird COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 16
  • 17. What is Hummingbird? “With more complex queries, the algorithm can better understand concepts vs. words as well as relationships between concepts.” -Amit Singhal • An infrastructure change to the Google search engine, allowing for different inputs and new algorithms to be developed. • Part of the infrastructure is a better understanding of speech through NLP, utilizing the co-occurence of synonyms and semantic relationships. COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 17
  • 18. Why Hummingbird Matters • Hummingbird opens Google to new algorithms, utilizing new inputs – Social Media Inputs • Hummingbird and mobile phone usage will change how people search – Moving to a more speech-like query – As peoples’ search behavior changes, we will have less of an idea about how they search with keywords because of not provided COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 18
  • 19. Searches Are Always New Anyway • We Should Produce More Content to Accommodate New-to-Google Searches – 15 percent of all queries are entirely new in terms of either syntax, typographic variation, or emerging topic, and they had never been entered into a Google search before (2013, Think With Google) COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 19
  • 20. How to come up with content ideas from social media (not provided) while capitalizing on its natural language (hummingbird) COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 20
  • 21. Introducing Tellagence: a tool that extracts keyword data from Twitter COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 21
  • 22. Some Keywords Tellagence Came-Up With: Keyword Occurrences miss 1148 fat 569 cold 297 captain 297 talking 286 phone 265 winter 452 service 153 COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 22 Fast and easy content & keyword insights beyond what is accessible with standard keyword research tools
  • 23. • “miss” – People missing friends they made on their cruise – Content: How to stay in touch with cruise friends so you don’t miss them as much. • “fat” – people concerned with weight gain on cruises – Content: How to not gain weight and enjoy yourself on a cruise. • “captain” – people discussing who the captain is on their cruise ship. – Content: Do you have bio pages for your cruise captains? You should. • “talking” – people actively discussing (“talking”) with loves ones and friends about potentially taking a cruise. – Content: Create content to help aid this part of the sales cycle. • “phone” & “service” – people saying they will be out of touch, away from phone because they won’t have service – Content: Is it true that you won’t have service? Convince people to use phone on board. • “cold” & “winter” – people want to go on Caribbean cruises when it becomes cold in the winter locally – Content: Winter or cold weather cruises and cruise deals. COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 23
  • 24. COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 24 Winter Cruises cruises to escapes cold weather
  • 25. Mining Quora • Subscribe with RSS feeds (or use Gdoc): http://www.quora.com/Cruises/rss COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 25
  • 26. Social Language = Natural Language • The keywords and language extracted by social tools is very natural and very conversational. – Remember our friend Mr. Hummingbird? Social language should theoretically help us optimize for him, because it is written conversationally. COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 26
  • 27. Summary • Create sharable content; It gets more backlinks and is more important than keyword optimization • Amplify sharing with influencer marketing • We can use social media to mine natural language information to optimize content for Hummingbird COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 27
  • 28. Thank You! Paul Shapiro @fighto
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    Examining why Social Media matter in SEO and how data from both can compliment and inform the other.
    Text
    • 1.Social-SEO Content Strategy: Ideas for a Data Driven Approach
  • 2. Why Does Social Media Matter in SEO? COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 2
  • 3. There is a correlation with social shares and rank • Moz 2013 Study: – Page Authority has the highest correlation with rank followed by Google +1s, # of LRDs, and then # of Facebook shares. • Searchmetrics 2013 Study: – Google +1s have the highest correlation with rank, followed by Facebook Shares, then # of backlinks. COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 3
  • 4. Searchmetrics Correlation Study 0.16 0.18 0.2 0.25 0.28 0.29 0.31 0.33 0.34 0.34 0.34 0.4 0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45 Length of URL % Backlinks with Stopword Θ SEO-Visibility of backlinking URL % of rel=nofollow backlinks Tweets Pinterest Facebook Likes Facebook Comments Facebook "Total" Number of Backlinks Facebook Shares Google +1 Mean Spearman Correlation COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 4 Source: Searchmetrics, SEO Ranking Factors – Rank Correlation 2013
  • 5. Google Doesn’t Use Social Signals as Part of Its Ranking Algorithm Correlation ≠ Causation “If you make compelling content, people will link to it, like it, share it on Facebook, +1 it, etc. But that doesn't mean that Google is using those signals in our ranking.” –Matt Cutts In other words…Content that performs well on social media is the same kind of content that performs well in search. – SHARABLE content does well: This is content that gets shared on social media and accumulates backlinks. – Social sharing AMPLIFIES content: social shares improves content visibility, getting in front of more eyes. COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 5
  • 6. How Social Shares Affect Links COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 6
  • 7. Correlation 2 COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 7 Social Shares to Linking Root Domains Anonymous Client Data Nice Correlation Correlation: 0.900850699
  • 8. Keyword Usage & Rank: Low Correlations Moz 2013 0.12 0.12 0.13 0.13 0 0.05 0.1 0.15 Keyword Usage in H1 Keyword Usage in Body Text Body Text Similarity to Keyword Keyword Usage in Title Tag Searchmetrics 2013 0.03 0.11 0.11 0.12 0 0.05 0.1 0.15 Keyword in Domain Name Keywords in Body Keywords in External Links Position of KW in Title COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 8
  • 9. Create Sharable Content! • Keywords have been devalued – Create content that is optimized for search and social, but mostly social. • Shareable content is more important – Content spreads more easily with the advent of social networks and shareable content (with the help of social media) will get you more links COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 9
  • 10. Why People Share? COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 10
  • 11. Upworthy has a Pretty Awesome Process COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 11 Source: Slideshare & Upworthy Page Authority: 66 46 LRDs from Authoritative Websites • Content = Embedded YouTube Video • A few words of on-page text and a headline • Ranks Page 1 for “monkey experiment” and “fairness experiment” • Text not found on page or in anchor text
  • 12. Things We Can Do Similarly • Test headlines on social – Upworthy creates 25 headlines and does a lot of testing – Treat SEO as an iterative process • Test headlines on AdWords to see how search differs • A/B test sharing button and other page aspects • Differ title, h1, open graph titles, twitter cards, schema • Do research and optimize content for our audience COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 12
  • 13. Influencer Marketing for SEO • Distribute your content, better. Get it shared more. COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 13 Image via David Armano
  • 14. Create content that influencers like • Use a platform like Appinions to cater content creation to industry influencers to make it more sharable COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 14
  • 15. Get Shared By Being First • Blab: Predict content trends and needs 72-hours in advance COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 15
  • 16. Introducing… Google Hummingbird COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 16
  • 17. What is Hummingbird? “With more complex queries, the algorithm can better understand concepts vs. words as well as relationships between concepts.” -Amit Singhal • An infrastructure change to the Google search engine, allowing for different inputs and new algorithms to be developed. • Part of the infrastructure is a better understanding of speech through NLP, utilizing the co-occurence of synonyms and semantic relationships. COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 17
  • 18. Why Hummingbird Matters • Hummingbird opens Google to new algorithms, utilizing new inputs – Social Media Inputs • Hummingbird and mobile phone usage will change how people search – Moving to a more speech-like query – As peoples’ search behavior changes, we will have less of an idea about how they search with keywords because of not provided COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 18
  • 19. Searches Are Always New Anyway • We Should Produce More Content to Accommodate New-to-Google Searches – 15 percent of all queries are entirely new in terms of either syntax, typographic variation, or emerging topic, and they had never been entered into a Google search before (2013, Think With Google) COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 19
  • 20. How to come up with content ideas from social media (not provided) while capitalizing on its natural language (hummingbird) COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 20
  • 21. Introducing Tellagence: a tool that extracts keyword data from Twitter COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 21
  • 22. Some Keywords Tellagence Came-Up With: Keyword Occurrences miss 1148 fat 569 cold 297 captain 297 talking 286 phone 265 winter 452 service 153 COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 22 Fast and easy content & keyword insights beyond what is accessible with standard keyword research tools
  • 23. • “miss” – People missing friends they made on their cruise – Content: How to stay in touch with cruise friends so you don’t miss them as much. • “fat” – people concerned with weight gain on cruises – Content: How to not gain weight and enjoy yourself on a cruise. • “captain” – people discussing who the captain is on their cruise ship. – Content: Do you have bio pages for your cruise captains? You should. • “talking” – people actively discussing (“talking”) with loves ones and friends about potentially taking a cruise. – Content: Create content to help aid this part of the sales cycle. • “phone” & “service” – people saying they will be out of touch, away from phone because they won’t have service – Content: Is it true that you won’t have service? Convince people to use phone on board. • “cold” & “winter” – people want to go on Caribbean cruises when it becomes cold in the winter locally – Content: Winter or cold weather cruises and cruise deals. COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 23
  • 24. COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 24 Winter Cruises cruises to escapes cold weather
  • 25. Mining Quora • Subscribe with RSS feeds (or use Gdoc): http://www.quora.com/Cruises/rss COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 25
  • 26. Social Language = Natural Language • The keywords and language extracted by social tools is very natural and very conversational. – Remember our friend Mr. Hummingbird? Social language should theoretically help us optimize for him, because it is written conversationally. COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 26
  • 27. Summary • Create sharable content; It gets more backlinks and is more important than keyword optimization • Amplify sharing with influencer marketing • We can use social media to mine natural language information to optimize content for Hummingbird COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 29, 2014 | PAGE 27
  • 28. Thank You! Paul Shapiro @fighto
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