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How to Use the Most Important Convergence of Search and Social
JD Rucker
Director of New Media
Social Signals
If you have questions during the presentation, please submit them using the “Questions” feature
Questions will be answered at the end of the webinar
QUESTIONSQuestions
Today’s Questions
• What is the Conspiracy Theory?• What are Social Signals?• Why (and How) Do They Work?• Why Aren’t You Successful (yet)?• What Content is Worth Sharing?• What Are Power Accounts?• What Can You Do TODAY?
Red Penguin
Conspiracy Theory
We’re actually working with two major algorithm changes and Penguin
is the front-facing component.
Immediate Impact: May
What Are Social Signals?
• Top Level• Google+ Shares (Google Only)• Facebook Shares (Bing Heavy)• Twitter (Works for Both Equally)
• Second Level• Pinterest and Instagram• LinkedIn
• Third Level• Tumblr (Not the Blog Links)• Delicious, Reddit, StumbleUpon
Why/How They Work
• For the Page• 30%-35% Content• 30%-35% Links• 30%-35% Social
• Social = Search• Google’s and Bing’s
love for crowdsourcing• Trust factor without
the gaming• Verifiable authority
Why/How They Work
• For the Domain• Page Authority
transferred through links
• Domain Authority permeates throughout
• Consistent flow is better than bursts, but…
Your Challenge
• Buttons Are Not Social Media• Real people don’t share inventory• Real people don’t share specials• Real people don’t share testimonials
Give real people real content worth sharing.
Content Worth Sharing
• It doesn’t have to be in the menu. In fact, it often shouldn’t be.
• What content would YOU share?• Great pictures of cars• Great pictures of your city• Local events and organizations• Infographics
The Reality of Power
• Not all accounts are created equal.
• Sharable doesn’t mean that it’ll be shared.
• “Fake it ‘til you make it.”
Building Power
• Employees have power.
• Friends and family have power.
• Use events to bring the power to the store.
Final Words
• “There’s a perception that everything will go social and links will be obsolete but I wouldn’t write the epitaph for links just yet.” ~ Matt Cutts, Google
• Do NOT ignore this thinking that your competitors won’t do it.
• Think quality over quantity when creating content.
• Get HELP! (the heartfelt pitch for DU)
Questions
Ask.
