the social house that google built

How Social is Changing the Search Landscape

The Social House that Google Built

Sean McGinnisPrincipal: 312 Digital

Founder: 12 Most VP Sales & Marketing: DotCO

The Social House that Google Built

Before we begin…..

What do you do? Show of hands

Focus on tactics can lead to distortion fields

Now and then step back and appreciate the whole

And see things from a different point of view…

3 Components of Great Buildings

Engineering

Raw Materials

Design

Raw Materials

Engineering

Design

Raw Materials - Data

Engineering - Algo

Design – Interface/UI

Social is affecting all of these areas of

search!

Engineering - Algo

What is Google’s Objective?

$$$

Google Revenue

What is Google’s Objective?

$$$

???

How many searches?

How many searches?

What is Google’s Objective?

$$$

???

???

Relevance• Text• Meta Data• Relation to search terms• Key words in text (and

location of those terms)• Etc, etc, etc….

Authority• # of inbound Links• Source of IBL• Authority of linking sites• Keywords in url• Etc, etc, etc…

Which factors yield best results?

Algorithm Over Time

Web Page Web PageLink

What does this really tell Google?It hints at some relationship

Web Page Web Page

Provides context, defines relationships, gives meaning.Imagine what search will look like next!

Compare

Context

Social Signals in Algo

In December 2010, Google & Bing confirmed they are using social signals

when determining search result ranking.http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389

Studies Find Correlation

Two SEOmoz studies uncovered a correlation between Facebook shares and

+1 votes and traffic/rank.

http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings

http://www.seomoz.org/blog/do-social-signals-drive-traffic

Chicken or Egg?Correlation does not equal causation

Social signals driving search results and traffic

Shareable content is also linkable content

One of two things…

Does it matter which?

Raw Materials - Data

Let’s take another step back….How do you use the web?

Data

Data

Data

Data

Data

Let’s take another step back….Data, data, data, data, data

In the OLD days, internet was about these data

Text

Images

Sound

Video

People Places

Types of data

Text

Images

Sound

Video

People Places

Types of dataThese types of data represent real things….

Article

Picture

Song

Movie

Person City

Article

Picture

Song

Movie

Person CitySang

Loved

Taken in

AboutWrote

These things have relationships with each other!

Types of data

What is your “context”?• Husband• Father• White• Bald• Blue eyed• Athletic• Social Networker• Sales• Marketing• Elmhurst College• USD Law School• Hiring Manager• Boss• Employee• SEO• Internet Marketer• Consultant• Executive

• Son• Mentor• Mentee• St. Edward HS• 12 Most• Author• Owner• Illinois• New Hampshire• Arizona• California• Minnesota• Pennsylvania• Indiana• Regional Sales Mgr• Director• Friend• Social Media

• Uncle• Nephew• Cousin• Neighbor• Blackberry Creek• Cub Scout Leader• Elburn, IL• Elgin, IL• Geneva, IL• Elmhurst, IL• Chicago, IL• Wheaton, IL• Bolingbrook,IL• Ikea Luvr• Caffeine addict• Shelly Kramer

#Fanboi

• DotCO Law Marketing

• Lawyer• Thomson Reuters• Findlaw• West Publishing• West Group• West, a Thomson

Reuters Business• BARBRI• MicroMash• Multistate Edge• DVD Verdict• Meta Software• Main Control• Home Theater• Blogger• Traveler

• Brother• Fraternity Brother• Tau Kappa Epsilon• Golfer• Tennis player• Basketballer• Gardener• Landscaper• Steeler fan• Handyman• Foodie• Wino• Critic• California• San Diego• Skittles• Photographer• Storyteller

Platforms provide context

Just think what G can do…

Realtime Search Results

Suspended, but….

Design – Interface/UI

Google +1 Button

Share your stuff!

Compare

Social affecting search…

Social : Search / Steel : Building

Specific Recommendations

• Ensure your content is shareable, both literally & figuratively.

• Connect with thought leaders in your space, both online and off.

• Resist the urge to sell…be social instead. Content that “sells” is simply never shared. Awesome social content is shared CONSTANTLY.

Questions?

Sean McGinnis312.970.1185

Principal 312 DigitalFounder 12 Most

VP Marketing DotCOhttp://Linkedin.com/in/SeanMcGinnis

http://Facebook.com/smcginnis