Search & Social focuses on how search engines are weighting social media influences, share signals and user rating data to provide users with a more ‘personalized’ set of results. In addition to exploring the growing intersection of search and social networks, columnists provide insight on how to integrate search marketing and social activities for optimal results and more targeted traffic from these channels working together.

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The Future Of SEO in a Socially Driven World

May 14, 2013 at 9:15am ET by Mani Karthik

If SEO is dead, social media will be, too, in another five years. So, keep calm and tweet on. Hold that thought for a second – I can explain. In today’s search world, there's a lot of talk about how social is "taking over," how "content is king," and how search engine optimization is "dead" -- with search updates like Penguin and Panda hitting the final nails on the coffin. Sounds very dramatic, doesn't it? SEO is "Dead" -- Or Is It? Yes, social is more significant than ever. But, it is too early to draw any conclusions about the death of SEO based on the patterns that we’r [...]

Optimizing For Facebook Graph Search: SEO Meets Social

May 7, 2013 at 8:55am ET by Jim Yu

As Facebook Graph Search evolves and marketers begin to come to grips with the opportunities provided from the social graph, it becomes clear that a combination of both search and social media tactics are required if brands aim to improve visibility in the graph search engine results. Today, I would like to focus on how you can utilize SEO and social sharing best practices to both optimize your Facebook page and foster engagement. The Graph Search Differentiator Facebook Graph Search is based on a social graph, which means that a user's search results are personalized based on his or her [...]

How To Attribute Comparable Value To Search & Social Campaigns

Apr 9, 2013 at 9:45am ET by Jim Yu

The rapid growth of social media has meant that search engines now invest a significant amount of time into innovating how content discovery works on the Web. Recent projects such as Facebook Graph Search and the growth and adoption of Google+ signify the developing relationship between search engines and social media platforms. Search engines are increasingly using social media activity such as Likes, Tweets, Shares, and +1s to determine which pages are most relevant for keyword searches and to provide a personalized search experience. Meanwhile, social networks are rapidly developing th [...]

Facebook Graph Search: The Good, The Bad, The UGLY!

Mar 19, 2013 at 2:04pm ET by Barbara Starr

Besides covering The Good, The Bad and The Ugly, we’ll also go into The How and The What of Facebook Graph Search, which launched in January 2013. Graph Search was hardly a surprise to many of us, yet its implementation to date has been interesting. If well-understood, it can be leveraged by marketers and brands; but, if not well-understood, it could lead to some seriously controversial (not pretty or even possibly ugly) issues. Given that I have a background in the semantic Web field, when Facebook launched the open graph protocol with support announced for RDFa, I was very excited. I [...]

3 Out Of 4 Top 100 Global Brands On Google+, YouTube Use At 85%

Mar 12, 2013 at 9:12am ET by Jim Yu

Google+ is poised for major growth with 3 out of 4 top 100 brands on the network. With 85% adoption, YouTube is a hit among marketers. Together, Google+ and YouTube make Google a search and social media powerhouse. Since Google + was launched in June 2011, there have been a number of articles, opinions, surveys and polls conducted as to the why, what, and if regarding success or failure of Google+. The reality is that Google+ signifies the growing and intrinsic nature of search and social media; and, as adoption surges, so does the necessity of integrating and aligning search and social eff [...]

Related Topics: Channel: Social | Search & Social

The Lasting Effect Of Memes & Social Media Timing

Mar 5, 2013 at 12:16pm ET by Aaron Friedman

They say timing is everything. This couldn't be more true than when it comes to Social Media. One wrong move could spell a PR nightmare. It feels like we are walking on egg shells sometimes. Just look at what happened with poor Beyoncé. She made a fantastic performance at the Superbowl and then this: Why this became a meme can be chalked up to “a failure to understand how the Internet works by her PR team”. It's important to understand the impact that these Social Media nightmares have on reputations in the long term search results. What effect does a successful meme or social [...]

Related Topics: Channel: Social | Search & Social

How Search & Social Will Hit The Fast Forward Button In 2013

Feb 12, 2013 at 12:12pm ET by Jim Yu

The search and social graphs have made giant strides in the recent past. Even two years ago, people were skeptical about the relationship between search and social media. Fast-forward to 2013, and we are now faced with a complex and large search and social ecosystem that offers a world of opportunity to SEO marketers while transforming their role. Several forces are behind this transformation. The relationship between social and search has changed. Social is now also being consumed locally and in multiple formats such as video. Social engagement is becoming more dependent on quality co [...]

Related Topics: Channel: Social | Search & Social

How Facebook Made Me Search In Strange New Ways

Feb 5, 2013 at 1:23pm ET by Aaron Friedman

Have you ever thought to yourself, “I wonder who I know that has gone skydiving, lived in France, eats Chinese food, while mixing a smoothie with their new Ninja NJ600 Blender?” Apparently, this is exactly how we should be thinking. At least, the way Facebook sees it. Not to undermine that this could likely become something very valuable to users and marketers alike, it just seems like Facebook keeps solving problems that none of us knew we ever had before. You see, when search originally started with engines, it was this active form of discovery. Some life event or moment of curi [...]

Related Topics: Channel: Social | Search & Social

Why You Need To Treat Your Social Media Strategy Like Your Content Strategy

Jan 29, 2013 at 1:34pm ET by Jordan Kasteler

In a typical organization, the social media tweets away in one department while content writers toil away in another. The social team links to fresh content, sure... and that’s about the extent of their interactions. But, at the end of the day, what you post and share on social media is content, and it’s time we start treating our social postings with the same amount of gravity as we do our content. Fact: social media posts are content. They may be abbreviated and (in some cases) more casual, but they’re content all the same. They’re written to get attention; they can be optimized f [...]

Analytics For The New Social Media Manager

Jan 22, 2013 at 12:38pm ET by Carrie Hill

I have been astounded at the number of social media jobs brands large and small have created over the last year. With each month, more brands realize that Social media isn't an afterthought; it's something that takes time, strategy, attention and even aggression to keep ahead of the pack. With all of these new positions come a large number of employees who are making their first foray into the world of Social Media. They may have been promoted from within, from another department, or maybe they previously handled SEO or paid search ads within the marketing department. Many companies ta [...]

3 Predictions For The Future Of Google+ Profiles In Autosuggest

Jan 15, 2013 at 12:54pm ET by John E Lincoln

Google+ profiles have been showing up in the autosuggest listings in Google search results for some time. Now that we know this feature appears to be here to stay, it is time to take a closer look. Just to be clear about what we are discussing, let's look at a few examples. Here, we see an example of SEO Inc. CEO Garry Grant being featured. Google+ Profile Autosuggest Example [caption id="attachment_144489" align="aligncenter" width="600"] Garry Grant Autosuggest[/caption] Here is an example of my profile showing up, John E Lincoln. Google+ Profile Autosuggest Example [caption id="at [...]

Propel Promotion Of Your Content: 9 Ways I Promote Sharing Online

Jan 8, 2013 at 1:46pm ET by Jordan Kasteler

Search Engine Land recently published its top 10 articles of 2012, and I had articles in the #1 and #6 positions on that list. The Social Search Revolution: 8 Social SEO Strategies To Start Using Right Now had over 40,000 unique pageviews with 2,004 tweets, 708 likes, 389 +1′s and 1,353 linkedin shares. While great content and choice of topics were largely responsible for the success of these columns, a solid promotion strategy is the other large part of the equation. So, I wanted to share with you how I market the content I write. One of the biggest things I see new content writers [...]

Related Topics: Channel: Social | Search & Social

The Hottest Reads In Search & Social In 2012

Jan 2, 2013 at 4:52pm ET by Monica Wright

We already shared the news that Jordan Kasteler took home the top prize and had a second entry in our overall list of most read columns for the year, both of which appeared here in the Search & Social column, alongside several other worthy reads. In 2012, "social signals" became one of the most talked about topics among SEO's and social media marketers, as the prevalence of Google+ and Bing/Facebook social results have captured our attention. Yet many feel we're still very much in the early stages of social signals having a major impact in general search engine results. That sh [...]

Real Relationships Lead To Search Marketing Success

Dec 11, 2012 at 2:16pm ET by Aaron Friedman

How far do your relationships extend across the Web? This question is totally relevant to digital marketing nowadays. No longer are the days of just plain and simple on-page SEO. I have read countless articles about link building vs. relationship building, seen Whiteboard Fridays and attended panels at conferences about the subject. The obvious conclusion being: relationships are kind of important. Wouldn't you agree? Yes, Relationships Are Important! Well, perhaps I take that concept a little too literally because I have made some fantastic friends online, and in many cases, have ta [...]

Related Topics: Channel: Social | Search & Social

Take Twitter Campaigns To The Next Level With SEO Data

Dec 4, 2012 at 2:59pm ET by Jim Yu

You drive amazing amounts of traffic to your sites, grow conversions and engage with thousands of users over social media. Want to take your search and social efforts to the next level? Try forming a Social-SEO super group to exploit synergies, foster collaboration and deliver better results across Social and SEO. Integrating your online marketing efforts is all about breaking down silos and delivering amazing results for brands and agencies. Social and SEO marketers can be a big part of this. As marketers, our ultimate aim is to have one marketing super group with PPC, SEO, Social and [...]

9 Search & Social KPIs To Start Tracking Right Now

Nov 27, 2012 at 1:07pm ET by Jordan Kasteler

If you don’t measure what you’re doing in search and social media, how do you know if what you’re doing is working? How do you know if you’re helping or hurting your business—or having no effect whatsoever? How do you know that all those hours and/or wages aren’t being wasted? How do you know you’re getting positive results? At the end of the day, how do you know what you’re doing is worth it? Answer: you don’t! Measuring your SEO/social media successes and failures are the only way to improve — and to confirm that your strategies are helping your business mo [...]

Related Topics: Channel: Social | Search & Social

Who Should Win The 2012 Social Media Election?

Nov 6, 2012 at 2:34pm ET by Aaron Friedman

With today being Election Day, I figured it would be appropriate to write a post related to politics. Then I thought better of myself and realized it would pretty much be impossible to write anything about the election without getting overly political. To be completely honest, I don’t follow politics that closely, so I wouldn’t be the guy to write that anyway. Unless of course, the post had nothing to do with politics and was entirely related to social media. So that’s what we will do. Let’s present the facts and vote for the leader of the free world, entirely based on their soci [...]

Related Topics: Channel: Social | Search & Social

14 Ideas To Utilize Custom Variables For Search & Social Tracking

Oct 30, 2012 at 11:46am ET by Jordan Kasteler

Custom variables are one of the most (if not the most) powerful tools Google Analytics has to offer to better understand your audiences from search and social. Unfortunately, they’re also one of the most underrated and underused. So, if they’re so useful, why do so few sites utilize them? For the same reason that custom variables (CVs) are so powerful: they’re infinitely customizable. In other words: there is no one-size-fits-all variable. It doesn’t come equipped straight out of the gate; additional assembly is required. You’ll need to set it up yourself to match your site’s a [...]

6 Ways To Integrate Your On-Site & Social Efforts

Oct 16, 2012 at 10:45am ET by Selena Narayanasamy

Since search and social have had more of a convergence, the idea of the "hub" has become stronger, providing one main place to drive your existing audience and capture their attention. Most marketers or brands make the mistake of having social media be their "go to" place and they neglect any semblance of a strong blog or website strategy. This results in is a lost "segment" of users – those who engage on social networks but never actually make it to your site and truly show interest in your brand. Social leads to the sharing of content, but conversions and revenue are harder to quan [...]

Related Topics: Channel: Social | Search & Social

Making Your Site Sticky For Both Search & Social Users

Oct 2, 2012 at 3:59pm ET by Jordan Kasteler

You are probably well aware of the benefits of making a "sticky" site. Sticky sites — engaging, well-designed sites that visitors find irresistibly hard to leave — offer dozens of benefits for your business and sales, including: A lowered bounce rate (because visitors stick around longer) Increased brand understanding and awareness (users learn more about you while browsing your site, and thus feel more comfortable investing/subscribing in your brand) Higher traffic and increased social shares (more eyes on more content = higher chance of sharing = more referral traffic from sha [...]

Related Topics: Channel: Social | Search & Social

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