Pubcon Day 2 – Social Signals in Search

This morning my friend John Ellis, founder of Crescent Interactive,  is rocking the history of Google’s social connections from FriendConnect to Wave to Buzz – all things most in the room have no knowledge of.  The point, Google has been trying for a long time.  Then talks about how +1s are introduced in search results in March 2011.

People ask John if he thinks Google+ will last, he doesn’t know but they pushed all in with it, so they’re in trouble if it doesn’t.

Bing has partnered with Linkedin, showing blended ads now.  Integrating search seems to show some growth in Search Engine Share – related?  Not sure, correlation vs causation issue.

Social Authority – how does Google know who to show and who is the authority.  Google looks for the number of replies/comments, how much conversation is going on in Facebook and Twitter.  Looks at message automation and relevancy of messages. John doesn’t believe you shouldn’t automate your accounts at all, but use automated reasonably.  Don’t post when your’e not there to respond.  Associate with people who share a lot, and mix up when and what you share.  Not 100% links, 100% sales.

More tips

  • Optimize status updates – use subtle keyword phrases, add photos and create optimized albums, reshare photos you’ve already shared.  Stay active!
  • Facebook in the search world  – Google indexes Facebook comments.  Showing words in a SERP snippet from a Facebook comment, not from the page or from a metatag.
  • Use the Facebook social comments plugin.  (Note – I use this – it breaks sometimes)
  • Social media is great for brand saturation to push down negative results.
  • Set up Authorship, be sure to add contributor to on your Google+ Profile, essential step.
  • Use the Structured markup validator to check that your authorship is set up correctly

Optimization tips w/ Google+ – Google wants it to be your hub, link to your other social profiles in G+.  Stay active and have an active channel.  Use & Optimize Every Field.  Google+ has over 2500 words you can add in various sections, use every field you have

Pinterest he will leave to Jennifer, but he’s found you put in what you get out.  Optimize your profile and about section.  Own  your brand.  Build authority – pin other related stuff.


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