Social-SEO Content Strategy: Ideas for a Data Driven Approach
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Transcript of Social-SEO Content Strategy: Ideas for a Data Driven Approach
Social-SEO Content Strategy:
Ideas for a Data Driven Approach
COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023
Why Does Social Media Matter in SEO?
| PAGE 2
COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023
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.
| PAGE 3
COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023
Searchmetrics Correlation Study
Length of URL% Backlinks with Stopword
Θ SEO-Visibility of backlinking URL% of rel=nofollow backlinks
TweetsPinterest
Facebook LikesFacebook Comments
Facebook "Total"Number of Backlinks
Facebook SharesGoogle +1
0 0.1 0.2 0.3 0.4 0.5
0.160.18
0.20.25
0.280.29
0.310.330.340.340.34
0.4
Mean Spearman Correlation
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Source: Searchmetrics, SEO Ranking Factors – Rank Correlation 2013
COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023
Google Doesn’t Use Social Signals as Part of Its Ranking AlgorithmCorrelation ≠ 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.
| PAGE 5
COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023
How Social Shares Affect Links
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COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023
Correlation 2
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Social Shares to Linking Root Domains
AnonymousClientData
NiceCorrelatio
n
Correlation:0.900850699
COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023
Keyword Usage & Rank: Low CorrelationsMoz 2013
Keyword Usage in H1
Keyword Usage in Body Text
Body Text Similarity to Keyword
Keyword Usage in Title Tag
0 0.1
0.12
0.12
0.13
0.13
Searchmetrics 2013
Keyword in Domain Name
Keywords in Body
Keywords in External Links
Position of KW in Title
0 0.1 0.2
0.03
0.11
0.11
0.12
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COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023
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
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COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023
Why People Share?
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COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023
Upworthy has a Pretty Awesome
Process
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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
COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023
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
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COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023
Influencer Marketing for SEO• Distribute your content, better. Get it
shared more.
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Image via David Armano
COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023
Create content that influencers like• Use a platform like Appinions to cater
content creation to industry influencers to make it more sharable
| PAGE 14
COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023
Get Shared By Being First• Blab: Predict content trends and needs
72-hours in advance
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COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023
Introducing…Google Hummingbird
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COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023
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.
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COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023
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
| PAGE 18
COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023
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)
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COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023
How to come up with content ideas from social media (not provided) while
capitalizing on its natural language (hummingbird)
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COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023
Introducing Tellagence: a tool that extracts keyword data from Twitter
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COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023
Some Keywords Tellagence Came-Up With:Keyword Occurrencesmiss 1148fat 569cold 297captain 297talking 286phone 265winter 452service 153
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Fast and easy content & keyword insights beyond what is accessible with standard keyword research tools
COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023
• “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.
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COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023 | PAGE 24
Winter Cruises
cruises to escapes cold weather
COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023
Mining Quora• Subscribe with RSS feeds (or use Gdoc):
http://www.quora.com/Cruises/rss
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COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023
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.
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COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023
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
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Thank You!Paul Shapiro
@fighto