opportunity in google's social search
TRANSCRIPT
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Exploring the New Opportunity in Google’s Social Search Features
Rand Fishkin, CEO + Co-founder, SEOmozMay 2011; New York
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlResults from Google’s “My Social Circle.” To see results like this, just add “&tbs=frim:1” to the end of any Google query.
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlThese annotations undoubtedly increase CTR, particularly if the source is trusted.
The social connections appear to influence
rank ordering.
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.google.com/search?q=mba+program+reviews
Hang on a tic... How did they know I’m connected to Kalena on Facebook?! I
haven’t yet added Facebook to my Google account!
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If Networks are Latent…Google + Social Really Could Work
for Everyone
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Question 1:What Networks Does Google Support?
Question 2:How Can We Earn More Connections?
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlUse this URL while logged in to see yours: https://profiles.google.com/connectedaccounts
Currently, Google supports these 7 social networks
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlScreenshots from top results for http://www.google.com/search?q=seo-friendly+directories
“Shared this” language suggests that a “like” alone
may not be enough to appear in these results
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlGood piece on earning more likes to company pages:http://thenextweb.com/socialmedia/2010/10/01/13-simple-ways-of-increasing-your-facebook-likes/
More Friends + More Shares
Personal Pages can use the “Find Friends” feature
Company pages convert “likes” into “friends”
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlSitewide Facebook “Like” buttons are neither banned nor blackhat, but they’re a great way to earn connections
More Likes on Company PagesI like Ian’s self-
effacing CTA, and the fact that a like on any post is actually a like for the whole blog!
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See http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings for info on the correlation between Facebook shares + Google rankings
Employ + Promote the “Share” Button
“Share” is a more intensive, lower conversion activity, but that’s probably exactly why
Google thinks it’s worthwhile.
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlUmm… Yeah, sorry. I got nothing. I probably wouldn’t spend much time here either, as it’s largely a dying community (from a social standpoint).
Yahoo! Pulse…
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlFlickr’s social interactions are primarily around comments + favorites on photos.
Flickr
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlEarning “contacts” are what get your shares to show up in Google results.
Flickr
You can see who’s connected to you via this link
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlLinkedIn is, perhaps, the easiest place to build a network. Virtually any invite message you send that includes a personalized, well written connection request has a good chance to be accepted.
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlI tried dozens of queries through many LinkedIn connections with no results in Google. I’ve never actually found a “shared by” annotation from LinkedIn either…
LinkedIn Updates Don’t Seem to Hit Google
???
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If you haven’t yet started contributing on http://www.quora.com, the Google social integration is a great excuse
Quora
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Find topics where you’re an expert; click on the “open questions” link + answer. http://www.quora.com/browse is a reasonable (though not great) place to start.
Answering Popular Questions w/ Great Answers is the Best Way to Earn Follows
Hovering on a topic will show you follower-counts.
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Tackling older questions where other answers haven’t been robust can often yield better results than answering something where a phenomenal response already exists.
Use Graphics/Photos in Answers; it Works
50 Upvotes on an answer containing an image…
Probably not a coincidence.
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If you haven’t yet read it, http://blog.socialflow.com/post/5246404319/breaking-bin-laden-visualizing-the-power-of-a-single is really quite remarkable.
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Social results and local/places results don’t yet overlap, but I suspect it can’t be long.
Yelp
Yelp’s data influences local, but not yet in a
directly social way
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Unfortunately, Yelp, like LinkedIn + Yahoo, doesn’t appear to create sharing connections in the same way Facebook, Twitter, Quora and Flickr do.
Yelp
Talk + Events are the best ways to make
connections currently
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Rule Social SERPs…Rule the Future!
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Q+ARand Fishkin, CEO & Co-Founder, SEOmoz
• Twitter: @randfish
• Blog: www.seomoz.org/blog
• Email: [email protected]
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