Social Media’s Influence on Search: Going Beyond Rankings
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The document discusses the relationship between social media and search engine rankings, emphasizing that while social media is not a direct ranking factor, it influences SEO through increased visibility, link acquisition, and audience engagement. It highlights strategies for integrating social media into search operations, including optimizing content for platforms like Facebook and Twitter using Open Graph and Twitter Card data. Ultimately, it encourages practitioners to invest equal effort in social and search to maximize their impact.
Social Media’s Influence on Search: Going Beyond Rankings
- 1. Social Media’s Influence on Search: Going Beyond Rankings Jennifer Sable Lopez Director of Community at Moz @jennita
- 2. Is Social a Ranking Factor?
- 3. No.
- 5. How We’d Like it to Work
- 6. Create a Great Resource
- 7. Get Tons of Social Shares @jennita #SMXSydney
- 8. Rank #1 in Google! @jennita #SMXSydney
- 9. How it Really Works
- 10. Create a Great Resource
- 11. Get Tons of Social Shares @jennita #SMXSydney
- 12. Shared with Authority @jennita #SMXSydney
- 13. Of Varying Degrees @jennita #SMXSydney
- 14. Lots of People See it @jennita #SMXSydney
- 15. Get Mentions Across Web @jennita #SMXSydney
- 16. Earn Lots of Links @jennita #SMXSydney
- 17. With Varying Anchor Text @jennita #SMXSydney
- 18. From High Authority Sites
- 20. Including This One? @jennita #SMXSydney
- 21. Rank #1 in Google! @jennita #SMXSydney
- 22. Whew.
- 23. Social Assists + Influences SEO in Many Ways
- 24. Quick Indexing @jennita #SMXSydney G+ post indexed! Damn good lookin’ SERP right there!
- 26. Increase Links @jennita #SMXSydney Beginner’s Guide to Social launched in January. ! In February we did another push. ! It continues to earn links & social shares!!
- 28. Signal of Relevance @jennita #SMXSydney Connect your G+ account to Adwords! “Recent posts” is all about our latest launch!!
- 30. Personalized Results @jennita #SMXSydney This is a G+ Post Page – They ALL get indexed! Good thing we had “Moz Local” in the beginning of the title eh?!
- 31. Grow Traffic @jennita #SMXSydney @jennita Social! Search!
- 32. How Do You Integrate Social Into Your Search Strategy?
- 33. Start by Making the Experience Consistent.
- 34. @jennita #SMXSydney! Let’s Look at this Post
- 35. @jennita #SMXSydney! How it Looks in Search Ooooh Noms!!! 449 calories!! Author has other recipes!
- 36. @jennita #SMXSydney! And on Facebook
- 37. @jennita #SMXSydney! What about Twitter?
- 40. How Most Pages Look
- 42. @jennita #SMXSydney! SERP - Looks Good eh?
- 43. @jennita #SMXSydney! What About on Facebook? Not too bad, eh?
- 44. @jennita #SMXSydney! And Pinterest… Oooh! Pretty picture
- 48. Put as Much Effort Into Social as You Do Into Search
- 49. Start With Open Graph
- 52. Nutella Page on Facebook @jennita #SMXSydney
- 53. How Open Graph Works @jennita #SMXSydney @jennita On-Page Title + Title Tag! Title When Shared on FB!
- 54. OpenGraph – http://ogp.me ! <!-- Open Graph data -->! <meta property="og:title" content="Title Here" />! ! <meta property="og:type" content="article" />! ! <meta property="og:url" content="http://www.example.com/" />! ! <meta property="og:image" content="http://example.com/ image.jpg" />! ! <meta property="og:description" content="Description Here" />! ! @jennita #SMXSydney!
- 56. Facebook Debugger @jennita #SMXSydney If your page isn’t showing up properly in FB!
- 57. Facebook Debugger @jennita #SMXSydney Or you have an old version of the page cached in FB!
- 58. Facebook Debugger @jennita #SMXSydney Use the FB Debugger to re-cache!!
- 59. Twitter Cards
- 60. @jennita #SMXSydney! Regular Text Tweet Snooze...
- 61. @jennita #SMXSydney! Summary Card (default) Community WIN!!
- 62. @jennita #SMXSydney! Summary Card Large Image Community
- 63. @jennita #SMXSydney! Twitter Card Code ! <!-- Twitter card data -->! <meta name="twitter:card" content="summary">! ! <meta name="twitter:site" content="@twitterhandle">! ! <meta name="twitter:creator" content="@AuthorTwitter”> ! ! <meta name="twitter:title" content=”Title specific to Twitter – short works great!">! ! <meta name="twitter:description" content=”Remember this is being shared on Twitter, make it enticing to the FB user.">! ! <meta name="twitter:image" content=”image URL for the image you want to display">! !
- 64. @jennita #SMXSydney! Twitter Card Validator https://dev.twitter.com/docs/cards/validation/validator!
- 65. @jennita #SMXSydney! Add Your Site
- 66. @jennita #SMXSydney! Twitter Card Analytics
- 67. Pinterest – Rich Pins https://developers.pinterest.com/rich_pins/!
- 72. @jennita #SMXSydney! Rich Pin = Schema.org
- 73. @jennita #SMXSydney! Rich Pins Validator https://developers.pinterest.com/rich_pins/validator/!
- 74. There’s No Doubt, that Social Influences Search.
- 75. It’s Your Job, to Make the Most out of It!
- 76. Jennifer Sable Lopez Director of Community at Moz @jennita !! Thank You