the science of search, google & social signals
DESCRIPTION
Social Search and Acquisition white paperTRANSCRIPT
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
!"#"$%#&'"%()%*+,'#,-#.,*/01#2%3/04#.56#7#89#:#!#810;<,,=#-,(#>?"?(%#20(=%"%%()
THE
!"#$%"$of
search, google!
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
The science of social, sharing & acquisition
!"#$%&'#()'!*%+#,'-'"#%&'*.'/&"0"')+0%+1,+("0'+0'+21*$/#(/'+('&",1+(3'#'4$#()'/*'3"/'"51*06$"7'#0'8",,'#0'+(%$"#0"'#%96+0+:*('#()'#8#$"("00;;'<#%&')+0%+1,+("'6:,+="0'#'01"%+#,+0/'0"/'*.'0>+,,0'#()'8*$>0'+('#'01"%+?%'8#@7'1,60'"#%&'%#('8*$>'+()"1"()"(/,@'*.'/&"'*/&"$;''
A&+,0/'0"1#$#/"'1$#%::*("$0'+('/&"0"'+()+B+)6#,')+0%+1,+("0'2#@'4"'#8#$"'*.'/&"'%*21,+2"(/#$@'(#/6$"'*.'"#%&'*/&"$0'8*$>7'0/$#/"3@'+0'*C"('"$")'4@'*$3#(+=#:*(#,'D0+,*0D'/&#/'1$"B"(/'#'2*$"'&*,+0:%7'+(/"3$#/")'#11$*#%&'/*'1,#((+(3'#()'"5"%6:*(;''
E&+0'1#1"$'+0')"0+3(")'/*'&",1'4$#()'2#(#3"$0'/*'6()"$0/#()'/&"',+(>#3"'4"/8""(')+0%+1,+("0'0*'/&#/'/&"@'%#('4"F"$'*$%&"0/$#/"'/&"+$'/"#20G'/#,"(/0'#()'$"0*6$%"0'.*$'2*$"'"H"%:B"'#%96+0+:*(;
!"#$%&'&#()$*+#(+&%,$('-$.)(''/'%$#")&*$01$+2"34$(#&$(*$10))05*6
I('6()"$0/#()+(3'*.'@*6$')"0+$")'*6/%*2"'0&*6,)'%*2"'?$0/'J',+(>0'#$"'(*/'#')"0+$")'*6/%*2"7'+(%$"#0")'0#,"0'*.'4,6"'8+)3"/0'*$'+(%$"#0")'4$#()'#8#$"("00'+('K"8'L*$>'+0;
M,#('?$0/7'/&"('"5"%6/"'J'0*%+#,'2")+#'+0'0"5@'#()'"#0@'/*'3"/'+(/*'46/'#,0*'"#0@'/*'3"/'8$*(3;'N+(>'01#2'#()'$"/8""/'01#2'%#('&#$2'#'4$#()'#()'$#(>+(30'J'0*2":2"0'1"$2#("(/,@;
MO'+0'(*/'#'0/#()-#,*("'0/$#/"3@'J'%*220'#()'2#$>":(3'260/'%*-*$)+(#/"'.*$'#%:B+/@'1,#(0'/*'8*$>'/*'/&"+$'.6,,'1*/"(:#,;
P#2+(3'P**3,"'+0'(*/'#('*1:*('J'!<Q7'MO'#()'0*%+#,'2")+#'/*3"/&"$'#$"'#'1*8"$.6,'.*$%"'.*$'$#(>+(3'3**)7'46/'8+/&*6/'MO'/&"$"'+0'(*'#8#$"("00'#()'8+/&*6/'0*%+#,'2")+#'/&"$"'+0'(*'/$60/'#()'/&60'(*'%,+%>0;
R&#((",0'#$"'(*/'#'0/$#/"3@'#()'/&60'0*%+#,'2")+#'+0'(*/'#'0/$#/"3@;'!*%+#,'2")+#'+0'#'%&#((",'8&+%&'2#@'4"'6:,+=")'8&"('"5"%6:(3'#'0/$#/"3@;
7
8
9
:
;
“Strategy is often hampered by organizational ‘silos‘ that prevent a more holistic, integrated approach to planning.”
S
Context: The science of sharing
I'$"%"(/'0/6)@'4@'V"@*()'%#,,")'\E&"'!%+"(%"'*.'!&#$+(3]'�'$"B"#,")'/&#/7'.*$'#,2*0/'#,,'B"$:%#,07'0"#$%&'+0'4@'.#$'/&"'2*0/'60")'%&#((",'.*$'$"0"#$%&',"#)+(3'/*'16$%�";'A&+,"'0"#$%&'2#@'4"'/&"'2*0/'+21*$/#(/'%&#((",7'0*%+#,'2")+#'+0'#,0*'8+)",@'60");'A+/&'^S_'*.'*(,+("'4$#()'+(/"$#%:*(0',"#)+(3'/*'#'16$%�"'#2*(3'W7XYY'1"*1,"'0/6)+")'+('/&"'Z[7'0*%+#,'2")+#'+0'#('"5/$"2",@'+21*$/#(/'%&#((",'#0'8",,7'8+/&'#'%,"#$'OQ`;
M64,+%'$",#:*(0'+0'/&"'8#@'2*0/'("80'%*(/"(/'+0'01$"#)7'46/'?$20'#$"'(*8'&#B+(3'/*'?3&/'8+/&'01"%+#,+0/'0*%+#,'2")+#'%*21#(+"0'/*')*'/&"'0#2"'8*$>;'P"a(3'/&"'$+3&/'0/*$@'/*'/&"'$+3&/'b*6$(#,+0/'*$'4,*33"$'#/'/&"'$+3&/':2"'+0'B"$@'+21*$/#(/'.*$'#(@'%*21#(@'#()'%#('2"#('/&"')+H"$"(%"'4"/8""('460+("00'06%%"00'#()'.#+,6$";'MO'+0'/**'*C"('+3(*$")'*$')+2+(+0&")'+('+21*$/#(%";'R*21#(+"0'0""'0*%+#,'2")+#'#0'#('"#0@'8#@'/*'%*(/#%/'8&*'/&"@'1"$%"+B"'/*'4"'/&"'$+3&/'4,*33"$0'#()'$+3&/'b*6$(#,+0/07'46/'MO'+0'2*$"'/&#('/&#/;'A&#/'0*%+#,'2")+#7'MO'#()'!<Q'&#B"'+('%*22*('+0'/&#/'/&"@'#$"'#,,'#4*6/'3"a(3'#'4$#()'0""(;
“Search is by far the most used channel for research leading to purchase.”
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential T
42% of online brand interactionslead to a purchase in the uk!*6$%"U'V"@*()'"5%,60+B"'$"0"#$%&'4#0")'*('W7XYY'1"*1,"'+('/&"'Z[
The upside: social media by the numbers
c+0#G0'RdQ'I(/*(+*'N6%+*'$"%"(/,@'0/#/")'#/'#('#)U/"%&'%*(."$"(%"'/&#/'\$"%*22"()#:*(0'#$"'/&"'("8'#)B"$:0+(37]'"51,#+(+(3'c+0#G0'2*B"'.$*2'#4*6/'WW_'-'WS_'*.'+/0'2")+#'+(B"0/2"(/'+(')+3+/#,'/*'Te_;''O"%*22"()#:*(07'$"B+"80'#()'4,*33+(3'&#B"'4"%*2"'&+3&,@'+(f6"(:#,'0*6$%"0'*.'+(.*$2#:*('/*'/&"'%*(062"$;'E*'4"F"$'6()"$0/#()'%*(062"$'4"&#B+*$7'#'$"%"(/'0/6)@'8#0'%*21,"/")'4@'V"@*()'*.'T7YYY'60"$0'*.'0*%+#,'2")+#'+('/&"'Z!'#()'+('/&"'Z['gW7XYY'+('"#%&'%*6(/$@h;'E&+0'0/6)@'8#0'6()"$/#>"('/*'3#+(')""1"$'+(0+3&/'+(/*'%*(062"$'4"&#B+*$'#()'/*'6()"$0/#()'8&"$"'1"*1,"'0&#$"7'#()'8&@'/&"@'0&#$";'
I/'/&"':2"'*.'8$+:(37'/&"$"'8"$"'*B"$'W'4+,,+*('#%:B"'i#%"4**>'60"$0'8+/&'i#%"4**>'3$*8/&'"51"%/")'/*'%*(:(6"'+('SYWT;'`('SYWW7'i#%"4**>'#%%*6(/")'.*$'XS;W_'*.'#,,'0&#$+(37'#()'+/'$"1$"0"(/0'#('*(,+("'1*16,#:*('"96#,'/*'/&"'/&+$)',#$3"0/'%*6(/$@'*('/&"'1,#("/;'`21*$/#(/,@'.*$'2#$>"/"$0'#()'#)B"$:0"$07'/&+0'1*16,#:*('+0'#B#+,#4,"'.*$')"2*3$#1&+%'/#$3":(37'"(3#3"2"(/7'%60/*2"$'$"0"#$%&7'0"$B+%"'#()'2*$";'V@'%*(/$#0/'E8+F"$'�'*(,@'SYY'2+,,+*('60"$0'#()'P**3,"j'�'b60/'WTX'2+,,+*(7'/&*63&'0*2"'16()+/0'#$"'
0633"0:(3'E8+F"$'+0'#'2*$"'1*8"$.6,'/**,'.*$'"(3#3"2"(/7'#()'P**3,"j'�'2*$"'*.'#('+21#%/'*('$#(>+(30'g/&*63&'*(,@'*("',+2+/")'0/6)@'.*6()'/&+0h;
d"#06$+(3'/&"'OQ`'*.'0*%+#,'2")+#'�'4""('#'%&#,,"(3"'.*$'$"0"#$%&"$0')6"'/*'/&"'*C"('+()+$"%/',+(>'/&#/'"5+0/0'4"/8""('0*%+#,'2")+#'"(3#3"2"(/'#()'*6/%*2"0'06%&'#0'16$%�+(3'4"&#B+*$7',*@#,/@'#()'$"%*22"()#:*(0;'V"@*()G0'\!%+"(%"'*.'!&#$+(3]'0/6)+"0'8"$"')"0+3(")'/*'6()"$0/#()'%*(062"$0G'*(,+("'+(/"$#%:*('8+/&'4$#()0'/&$*63&'0"B"$#,'%&#((",07'+(%,6)+(3'0*%+#,'2")+#;''E&"@'8"$"'#,0*')"0+3(")'/*'+,,62+(#/"'/&"'/@1"0'*.'#%:*('%*(062"$0'/#>"'#C"$'+(/"$#%:(3'8+/&'/&"'4$#()'/&$*63&'/&"0"'%&#((",0;'A&#/'8#0'6(%*B"$")'4@'*6$'01"%+#,+0/0'0&")0'("8',+3&/'*('/&"'B#,6"'*.'0"#$%&7'0*%+#,'2")+#'#()'*(,+("'MO;
“recommendations are the new advertising.”
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential ^
1facebook:
active users
200m
twitter:
active users135m
google !:
active users
over
bn
A portrait of the social sharer
V".*$"'8"'3"/'+(/*'1$#%:%#,'$"%*22"()#:*(0'.*$'#'1$*3$"00+B"'0"#$%&'0/$#/"3@7'+/G0'8*$/&'$"f"%:(3'*('&*8'#()'8&@'1"*1,"'0&#$"'*('0*%+#,'2")+#;'
Q6$'!%+"(%"'*.'!&#$+(3'$"1*$/'8#0'8#0'+(01+$")'4@'$"0"#$%&'.$*2'/&"'K"8'L*$>'E+2"0'*('2*:B#:*(0'/*'0&#$"'gE&"'M0@%&*,*3@'*.'!&#$+(37'SYWWh;''A"'8#(/")'/*'6()"$0/#()'/*'8&#/'"5/"(/')+H"$"(/'2*:B#:*(0'1,#@")'#'1#$/'+('0&#$+(3'4"&#B+*$'#2*(30/'Z['%*(062"$07'#0'8",,'#0'/*'6()"$0/#()'8&+%&'0*%+#,'%&#((",0'/&"'\1"$0*(#,+:"0]'/"()'/*'1$"."$;'V@'6()"$0/#()+(3'8&@'1"*1,"'0&#$"7'#()'8&"$"'/&"@'0&#$"7'460+("00"0'%#('/#$3"/'/&"'$+3&/'%*(/"(/'/*'/&"'$+3&/'1"$0*('#/'/&"'$+3&/':2";''E&+0'3+B"0'%*(/"(/'/&"'4"0/'%&#(%"'*.'4"+(3'01$"#)'8+)",@7'#()7'4@'60+(3'/&+0'+(0+3&/7'8"'%#('1,#('*6$'1$*3$#20'2*$"'"H"%:B",@;
The 7 types of sharers:
What they share:
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential X
I,/$6+0/0'0&#$"'4"%#60"'/&"@'8#(/'/*'&",17'#()'$"1$"0"(/'Tl;e_'*.'*6$'Z['0#21,"'1*16,#:*(;''M"*1,"'&"$"'#$"'0&#$+(3'4"%#60"'/&"@'8#(/'/*'4"'&",1.6,'/*'*/&"$07'46/'(*/'("%"00#$+,@'01"%+?%'*/&"$0'g#0'!","%:B"0')*h;'I,/$6+0/0'0&#$"'2*$"'/&#('#B"$#3"'*B"$'i#%"4**>'#()'"2#+,;'d#>"'+/'"#0@'.*$'#,/$6+0/0'/*'0&#$"'@*6$'2"00#3"'*('i#%"4**>'#()'4@'"2#+,;
Altruists
M#00+*(#/"0'0&#$"'4"%#60"'/&"@'0&#$"'#'1#00+*('8+/&'0*2"*("'",0"'#()'#$"'1$*4#4,@'/&"'2*0/'+21*$/#(/'/@1"'*.'0&#$"$'/*'#%:B#/";'M#00+*(#/"07'#/'We;k_7'#$"'#',#$3"'#()'0+3(+?%#(/'1*16,#:*('/*'#%:B#/";'V"@*()'0&#$+(3'*('i#%"4**>7'/&"@'8$+/"'2*$"'$"B+"80'/&#('#B"$#3"'#()'#$"'/&"'*(,@'/@1"'*.'0&#$"$'/*'8$+/"'#'0+3(+?%#(/'(624"$'*.'$"B+"80;'O"B+"80'1*1'61'+('0"#$%&'$"06,/07'*C"('&#B"',+(>0'#()'/&"$".*$"'+21$*B"'!<Q;'E&"@'%#('#,0*'4"'60")'.*$'*(,+("'$"16/#:*('2#(#3"2"(/'4@'#'%*21#(@;
Passionates
!","%:B"0'0&#$"'4"%#60"'+/'+0'01"%+?%#,,@'$","B#(/'/*'#'.$+"();'A+/&'Se;W_'*.'*6$'Z['$"01*()"(/0'0",.-+)"(:.@+(3'#0'#'0","%:B"'0&#$"$7'8"'.*6()'*6/'.$*2'/&"2'/&#/'/&"'8#@'!","%:B"0'0&#$"'+0'/&$*63&'"2#+,;'R,"#$,@7'8+/&'/&"'0"%*()'2*0/'1*16,#$'0&#$"$'/@1"'4"+(3'#'1$+2#$+,@'"2#+,'0&#$"$7'/&+0'%&#((",'%#((*/'4"'+3(*$");'I(@'0&#$")'%*(/"(/'%*6,)'4"'$"1*0/")'4@'*/&"$0'*('/&"'+(/"$("/7'/&60'&",1+(3'!<Q;
Selectives
R*(("%/*$0'0&#$"'/*'+(01+$"'0*%+#,+=+(3'8+/&'.$+"()0'#()'$"1$"0"(/'k;l_'*.'/&"'1*16,#:*('8"'06$B"@")'+('/&"'Z['g$"1$"0"(/#:B"'*.'/&"'1*16,#:*(h;'R*(("%/*$0'0&#$"'*6/0+)"'/&"'%*$"'i#%"4**>'1,#m*$27'#,0*'"(3#3+(3'*B"$'1&*/*'0&#$+(3'#()'2+%$*4,*33+(3'0+/"0',+>"'`(0/#3$#2'#()'E8+F"$7'#0'8",,'#0'N+(>")`(;'E&"@'%#('2#>"'/&"'2*0/'0+3(+?%#(/'+21#%/'*('@*6$'0"#$%&'$#(>+(307'8+/&'E8+F"$'#()'N+(>")`('#,,'&#B+(3'#'1*0+:B"'!<Q'+21#%/7'#0'8",,'#0'i#%"4**>'/*'#'%"$/#+('"5/"(/;'R*(("%/*$0'%#('0+3(+?%#(/,@'&",1'01$"#)'@*6$'4$#()'2"00#3"'+.'#%:B#/")'%*$$"%/,@'#()'3+B"('/&"'#4+,+/@'/*'0&#$"'/&$*63&'&#B+(3'/&"'$+3&/'46F*(0'#B#+,#4,"'+('/&"'$+3&/'1,#%"0;
Connectors
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential e
E$"()01*F"$0'$"1$"0"(/'X;e_'*.'/&"'06$B"@")'0&#$"$0'#()'/&"@'0&#$"'4"%#60"'+/'0&*80'*/&"$0'/&#/'/&"@'#$"'*('/*1'*.'8&#/G0'("8;'E$"()01*F"$0'%#('4"'0+3(+?%#(/'+(f6"(%"$0'/&"20",B"0'#()'0&#$"'2*0/'#%$*00'L*6E64"7'E8+F"$7'N+(>")`(7'i*6$!96#$"'#()'i#%"4**>;'E&+0'02#,,'46/'B+0+4,"'1*16,#:*('#$"'0+3(+?%#(/'0&#$"$0'#()'+.'"(3#3")'8+/&'1$*1"$,@'/&"@'%#('2#>"'#'0+3(+?%#(/')+H"$"(%"'/*'#'%*21#(@;
Trendspotters
Provocateurs
R#$""$+0/0'$"1$"0"(/")'#'2"$"'S;X_'*.'/&*0"'06$B"@")'#()'0&#$"'4"%#60"'+/'&",10'/&"2'+('460+("00;'E&"0"'0&#$"$0'#$"'(*/'("%"00#$+,@'/&"'+)"#,'3$*61'/*'"(3#3"'.*$'!<Q'*$'$"16/#:*('2#(#3"2"(/'#()'#0'/&"'02#,,"0/'3$*617'8&+,"'0+3(+?%#(/7'/&"@'#$"',"#0/',+>",@'/*'4"'01"%+?%#,,@'/#$3"/")'4@'MO07'0*%+#,'2")+#'2#$>"/"$0'*$'!<Q0;
K624"$07'.#%/0'#()'$"0"#$%&'&",10'16/'0*%+#,'2")+#'+(/*'%*(/"5/7'46/'0+(%"'0*%+#,'2")+#'#,0*':"0'+(/*'0"#$%&7'#()'MO':"0'+(/*'0*%+#,'2")+#7'+/'+0'+21*$/#(/'/*'6()"$0/#()'8&#/'/&+0'2"#(0'#()'&*8'+/'%#('4"'60")'4@'#'460+("00;
Careerists
“By understanding why people share, and where they share, businesses can target the right content to the right person at the right time.”
M$*B*%#/"6$0'0&#$"'4"%#60"'/&"@'8#(/'#'$"#%:*('#()'$"1$"0"(/'S;e_'*.'/&*0"'06$B"@");'Z()"$0/#()#4,@7'/&"@'0&#$"'"B"$@8&"$"'+('#('#F"21/'/*'4"'&"#$)'#()'1$*B*>";'E&"'$"0"#$%&'.*6()'/&#/'1$*B*%#/"6$0'0&#$"'#%$*00'L*6E64"7'A*$)1$"00'#()'V,*33"$'4,*307'E8+F"$7'N+(>")`('#()'i*6$096#$";'E&"0"'1"*1,"'#$"'B*%#,'#()')*'0&#$"'#',*/7'46/'2#@'(*/'$"1$"0"(/'#('+)"#,'MO'*$'0*%+#,'2")+#'/#$3"/')"01+/"'/&"+$'0&#$+(3'4"&#B+*$'*('1#1"$;'
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential k
3
Practical guidance for integrated acquisition and awareness strategies
!<Q7'0*%+#,'2")+#'#()'MO'#,,'&#B"'#('+21*$/#(/'$*,"'/*'1,#@'+('/&"'*B"$#,,'0/$#/"3@'*.'3"a(3'+(%$"#0")'4$#()'#8#$"("00'#()'+(%$"#0")'%*(B"$0+*(0;'Z()"$0/#()+(3'&*8'"#%&'*.'/&"0"'2"%&#(+020'8*$>'#()'8&#/'+0'2*0/'+21*$/#(/'8+/&+('"#%&'0/$#/"3@'+0'>"@'/*'*1:2+=+(3'/&"'1"$.*$2#(%"'*.'"#%&'%&#((",;
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
Search engine optimization
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
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
“Content optimization requires some understanding of the basics of search engine optimization. There is no such thing as an optimal keyword density, no such thing as an optimal number of words and no way to trick the search engine algorithm for any length of time. “
n
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`M'1$*?,+(37'%*(/"5/7':2"'*.')#@7'3"*-,*%#:*(7')"B+%"'#()'2*$";'!<Q'
1$*."00+*(#,0'#F"21/'/*'46+,)'$","B#(%"'#()'#6/&*$+/@'/*'46+,)'/&"'B+0+4+,+/@'*.'#'0+/"'g*('$","B#(/'/"$20h;
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
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
“At Beyond, our rule of thumb is that 20% of what goes into ranking a page is technical and related to those elements, 30% is content-related on the page and site, 10% is socially-related and 40% of what goes into ranking a page is links.”
^Y_
WY_
TY_
SY_Beyond page ranking approach breakdown
E"%&(+%#,R*(/"(/-$",#/")!*%+#,,@-$",#/")N+(>0
l
Keyword research
["@8*$)0'#$"'/&"'.*6()#:*('*.'#,,'!<Q;'["@8*$)'2#11+(3'+0'606#,,@'#'01$"#)0&""/')"/#+,+(3'/&"'1#3"oZON'#()'/&"'>"@8*$)0'2#11")'/*'/&#/'1#3";'E&*0"'#$"'606#,,@'/&"'"5#%/'>"@8*$)0'@*6'8#(/'/*'4"'#00*%+#/")'8+/&'/&#/'1#3";'["@8*$)'$"0"#$%&'0&*6,)'60"'/**,0',+>"'!<QV**>G0'["@8*$)'O"0"#$%&'E**,7'P**3,"G0'["@8*$)'E**,'#()7'*.'%*6$0"7'%*21"::B"'$"0"#$%&;'i*$'(*(-<(3,+0&'$"0"#$%&'/&"$"'#$"'#'(624"$'*.'/**,0'#B#+,#4,";'["@8*$)'$"0"#$%&'0&*6,)'.#%/*$'+('&*8'2#(@'1"*1,"',**>'.*$'/&#/'/"$2'+(0+)"'@*6$'/#$3"/'2#$>"/7'&*8'2#(@'*/&"$'8"40+/"0'#$"'#%:B",@'/$@+(3'/*'*1:2+="'.*$'/&#/'/"$2'#()'&*8'0/$*(3'/&*0"'8"40+/"0'#$"'g#()'/&60'&*8')+p%6,/'/*'$"2*B"'.$*2'/&"+$'1*0+:*(h;'E&"0"'>"@8*$)0'#$"'/&"('60")'.*$',+(>'46+,)+(37'*(-1#3"'*1:2+=#:*('#()'#00*%+#/")'8*$>;
I'2#/%&'>"@8*$)'+0'0*2"/&+(3',+>"'\%&*%*,#/"'4$"#>.#0/'4#$]7'8&"$"#0'#'0"2#(:%#,,@'$",#/")'/"$2'%*6,)'4"'\%&*%%@'4$">>+"'4#$]'*$'\#'4$"#>.#0/'4#$'8+/&'#'%&*%*,#/"'%*#:(3]'*$'\2*$(+(3'%&*%*,#/"'2"#,'+('#'4#$'.6,,'*.'(6/$+:*60;;;]'*$'"B"('2*$"'B#$+#:*(0;'E&"'>"@'+0'/&#/'#'1"$0*('*$'#'%*216/"$'8*6,)'6()"$0/#()'
/&#/'\4$"#>.#0/'4#$'8+/&'#'%&*%*,#/"'%*#:(3]'+0'/&"'0#2"'#0'\%&*%*,#/"'4$"#>.#0/'4#$]'8+/&*6/'&#B+(3'/*'$"1"#/'/&"'2#/%&'>"@8*$)'%*(0/#(/,@;'I,0*'2"(:*(0'*.'\4$"#>.#0/'4#$]'8+/&*6/'%&*%*,#/"'#()'\%&*%*,#/"]'8+/&*6/'4$"#>.#0/'4#$'#,0*'&",1'g+('/&+0'%*(/"5/h;
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
!"#$%&$'(!$"Choccy
YUM!
WY
Content optimisation
E&"'>"@'/*'3**)'!<Q'+0'/&"'0#2"'#0'/&"'>"@'/*'3**)'MO'J'2#>"'/&"'%*(/"(/'%*21",,+(37'$","B#(/'#()'$"#)#4,";'A&+,"'/&"$"'+0'(*'2#3+%'(624"$7'#/'V"@*()'8"'60"'#'S_'$6,"'.*$'>"@8*$)0'#()'/&"+$'0"2#(:%#,,@'$",#/")'B#$+#(/0;'E&#/'+07'8"'4",+"B"'/&#/'+.'/&"'064b"%/'*.'/&"'1$"00'$","#0"7'4,*3'1*0/'*$'*/&"$'%*(/"(/'+0'$"."$$")'/*',"00'/&#('S_'*.'/&"':2"7'+/'+0'3*+(3'/*'4"')+p%6,/'.*$'#'%*216/"$'g*$'&62#(h'/*'6()"$0/#()'8&#/'+0'4"+(3'8$+F"('#4*6/;'E&"'V"@*()'8#@'#,0*'0633"0/0'#'2#/%&'4"/8""('>"@8*$)0'+('/&"':/,"'*.'#('#$:%,"'#()'+(',+(>0'1*+(:(3'/*'/&"'1#3";'E&+0'+0'(*/'#'$"96+$"2"(/'#0',*(3'#0'/&"'064b"%/'+0'%*B"$");'
E&"'V"@*()'#11$*#%&'/*'*1:2+=#:*('3+B"0'36+)",+("0'*.'#/',"#0/'SYY'8*$)0'.*$'3**)'%*(/"(/7'/&*63&'/&+0'+0'#,0*'(*/'#'$6,";'M$"00'$","#0"0'8*$>'4"F"$'8+/&'#$*6()'SYY'-'eYY'8*$)0'46/'%*(/"(/'*.',"00'/&#('WYY'8*$)0'%#(7'#()')*"07'$#(>'8",,;'c+)"*07'+2#3"0'#()'*/&"$'#00"/0'#$"'B#,6#4,"'.*$'$#(>+(3'#()'0&*6,)'4"'+(%,6)")'8&"$"'1*00+4,"'46/'$","#0")'*('/&"'%,+"(/'0+/"'*$'%*(/$*,,")'1$*1"$/@'?$0/'/*'"0/#4,+0&'*8("$0&+1;
R*(/"5/'+0'B"$@'+21*$/#(/'+('!<Q;'A$+:(3'#'1$"00'$","#0"7'/8""/'*$'i#%"4**>'0/#/60'#4*6/'#'("8'1$*)6%/7'0"$B+%"'*$'#(@/&+(3'�'/*'4"'.*%60")'#()'0&*6,)'%#$$@',+(>0'+('%*(/"5/;'O","B#(%"'+0'2"#06$")'4@'#'(624"$'*.'.#%/*$07'+(%,6)+(3'1$*5+2+/@;'`('#'1$"00'$","#0"'+/'+0'1*00+4,"'/*',+(>'@*6$'/#$3"/'/"$2'g.*$'"5#21,"'\%&*%*,#/"'4$"#>.#0/'4#$]h')+$"%/,@7'&*8"B"$7'+('#'/8""/'*$'i#%"4**>'61)#/"7'1$*5+2+/@'4"%*2"0'#'>"@'.#%/*$;'I/'V"@*()7'8"'/$@'#()'"(06$"'/&"',+(>'+0'8+/&+('T'-'X'8*$)0'*.'/&"'>"@8*$)7'8&"$"'1*00+4,"7'/*'+(%$"#0"'$","B#(%@;'E&"'%*(("%:*('4"/8""('/&"'8*$)0'#()'/&"',+(>'1*+(:(3'/*'/&"'1#3"'+0'/&"('"#0+,@'2#)"'4@'#'2#%&+("'g*$'#'1"$0*(h;
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
“While there is no magic number, at Beyond we use a 2% rule for keywords and their semantically related variants. That is, we believe that if the subject of the press release, blog post or other content is referred to less than 2% of the time, it is going to be di!cult for a computer (or human) to understand what is being written about.”
!"#$%&$'(!$"Choccy
“these new barsare delicious!”&F1Uoo4+/;,@%&*%%
WW
SEO link building
`('!<Q',+(>0'#$"'B"$@'+21*$/#(/7'46/'b60/'#0'+21*$/#(/'#$"'/&"'8*$)0'#00*%+#/")'8+/&'/&#/',+(>;'N+(>0'8+/&'/&"'$+3&/'8*$)0'#0'#(%&*$'/"5/'*$'8+/&+('1$*5+2+/@'%#('%&#(3"'/&"'$#(>+(3'.*$'#'%,+"(/'0+/";'R+/#:*(0'g4$#()'2"(:*(0'8+/&*6/'#',+(>h'#$"'#,0*'+21*$/#(/;'`.'#'0+/"'2"(:*(0'\V"$(#)"F"q0'V#3",'V#>"$@]'8+/&*6/'#',+(>7'+/'0:,,'+(%$"#0"0'/&"'$","B#(%@'*.'/&"'4$#()'#0'#'4$#();'i*$'#'("8'%*21#(@'*$'#'02#,,'%*21#(@7'/&"0"'2"(:*(0'%#('4"'#0'+21*$/#(/'#0'#',+(>;
N+(>'46+,)+(3'2#>"0'61'2*0/'*.'8&#/'#('!<Q')*"0'/*'%&#(3"'/&"'$#(>'*.'#'0+/";'r*8"B"$7'+()+0%$+2+(#/"',+(>'46+,)+(3'%#('&#$2'#'0+/"'#0'8",,;'I('+21*$/#(/'$6,"'+0'/&#/'/&"'&*2"'1#3"'0&*6,)'#,8#@0'&#B"'/&"',#$3"0/'0&#$"'*.',+(>0'#()'/&"'#(%&*$'/"5/'0&*6,)'4"'2*0/,@'4$#()'*$'ZON',+(>07'8+/&'>"@8*$)0'4"+(3'*(,@'WY'J'WX_'*.'/&"'/*/#,',+(>0'+('/*'/&"'8&*,"'0+/";'E&+0'2"#(07'.*$',+(>'46+,)"$0'*$'MO'1"*1,"7'/&#/'@*6'("")'/*'4"'06$"'/*'B#$@'/&"',+(>0'@*6'%$"#/"'0*'"#%&'1$"00'$","#0"'�'(*'2*$"'/&#('/&$""',+(>07'8+/&'*("'4"+(3'#'4$#()',+(>'/*'/&"'&*2"'1#3"'g+.'1*00+4,"h;'i*$'0*%+#,'2")+#'1"*1,"7'/&+0'+0',"00'+21*$/#(/'#0'/&*0"',+(>0'%6$$"(/,@'&#B"'#',*8"$'+21#%/'#()'+/'+0'2*$"'(#/6$#,'+('0*%+#,'2")+#'/*',+(>'/*')""1'%*(/"(/;
I'8",,-%$#C")'1$"00'$","#0"'�'/&"'1*/"(:#,'/*'(*/'*(,@'3"/'&"#),+("0'.*$'#'%,+"(/7'46/'#,0*'&",1'/&"2'3#+('#))+:*(#,'B+0+4+,+/@'+('0"#$%&;'M$"00'$","#0"'0@()+%#:*(7'8&"('/&"'1$"00'$","#0"'+0'*1:2+=")7'8+,,'&",1'46+,)'96#,+/@',+(>0'8&+%&'8+,,'&",1'/&"'B+0+4+,+/@'*.'/&"'/#$3"/'0+/";'M$"00'$","#0"0'#$"'1*8"$.6,'#()'MO'%#('2#>"'#'&63"'!<Q')+H"$"(%";'I/'V"@*()7'8"'60"'#'%*24+(#:*('*.'MOK"808+$"'#()'MOA"4'/*'3"/'b*6$(#,+0/0G'#F"(:*('#()'*(,+("'2")+#'0@()+%#:*(;
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
“An important rule is that the home page should always have the largest share of links and the anchor text should be mostly brand or URL links, with keywords being only 10 – 15% of the total links in to the whole site.”
!"#$
%&'''''!"($)'#**)&
!"#$%&"''"()
&$*'+%",*-.$)/
WS
O"B+"80'#$"'1#$:%6,#$,@'1*8"$.6,;'A+/&'M#00+*(#/"0'0&#$+(3'/&$*63&'$"B+"8'0+/"0'#0'8",,'#0'i#%"4**>7'/&"@'#,0*'&#B"'/&"'1*/"(:#,'/*'%&#(3"'0"#$%&'$#(>+(30'.*$'/&"'4"F"$;'V@'"(%*6$#3+(3'$"B+"8+(3'#()'0&#$+(3'*('i#%"4**>7'$#(>7'B+0+4+,+/@'#()'$"#%&'%#('4"'+(%$"#0");'O"B+"8'0+/"0'*C"('$#(>'8",,'*('4$#()'0"#$%&"07'#0'8",,'#0'*/&"$'0+/"0'M#00+*(#/"0'0&#$"'*(;'d#>"'06$"'/*'"(3#3"'@*6$'M#00+*(#/"0'#%$*00'#'(624"$'*.'0*%+#,'2")+#'/*6%&'1*+(/0'#()'/&"@'%#('4"%*2"'1*8"$.6,'4$#()'#)B*%#/"0'#()'&",1'!<Q;
<#%&'%&#((",'#,0*'�'#'0+3(+?%#(/'!<Q'+21#%/'0*'8&"('"(3#3+(37'$"2"24"$'/*'>""1'+/'*1:2+=");'!*%+#,'%#('%&#(3"'0"#$%&'$#(>+(30'#0'/&"'"51"$+2"(/'#/'&F1Uoo888;/#0/@1,#%"2"(/;%*2o+(.*3$#1&+%-/"0:(3-0*%+#,-2")+#-0+3(#,0-+(-0"#$%&'$"B"#,");'A"'2#@'(*/'#3$""'8+/&'/&"'#40*,6/"'(624"$0'46/'8"'0:,,'."",'+/'+0'#'B#,6#4,"'+(0+3&/'+(/*'/&"'1*/"(:#,'.*$'0*%+#,'2")+#'0+3(#,0'/*'4"'#'%,"#$'$#(>+(3'.#%/*$;'E&+0'8#0'#,0*')*%62"(/")'4@'!<Q2*='+('#'4,*3'1*0/'#()'#("%)*/#,,@'4@'E+%>"/2#0/"$;
!"#$
%&'''''!"($)'#**)&
!"#$%&"''"()
&$*'+%",*-.$)/
“By encouraging reviewing and sharing on Facebook, rank, visibility and reach can be increased.”
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
SEO link building
WT
Email marketing
E**'*C"('6()"$-$#/")7'"2#+,'2#$>":(3'+0'3*+(3'/*'4"'*("'*.'/&"'2*0/'B#,6#4,"'2"/&*)0'*.'3"a(3'%*(/"(/')+0/$+46/")'/*'1"*1,"'8&*'#$"'2*0/',+>",@'/*'0&#$"'+/;'<2#+,'2#$>":(37'4"%#60"'*.'/&"'#2*6(/'*.'6(8#(/")'"2#+,'"B"$@*("'0""20'/*'3"/7'+0'(*/'#0'0"5@'*$'#0'*C"(',#6)")'#0'1"$
'i#%"4**>'#()'E8+F"$7'8&*'#$"'/&"')#$,+(30'*.'/&"'("8'2")+#'8*$,);'<2#+,'2#$>":(3'+07'&*8"B"$7'*("'*.'/&"'2*0/'+21*$/#(/'%&#((",0'.*$'3"a(3'#'4$#()G0'2#$>":(3'2"00#3"'*6/;'V*/&'I,/$6+0/0'#()'!","%:B"0'60"'"2#+,'#0'*("'*.'/&"'2#+(7'+.'(*/'/&"'2#+(7'2"/&*)'*.'0&#$+(3'+(.*$2#:*(;
I'0/6)@'4@'IQN'#,0*'+()+%#/")'/&#/'"2#+,'8#0'/&"'2*0/'*C"('60")'2"/&*)'.*$'0&#$+(3'+(.*$2#:*(;'IQN'.*6()'+('SYWW'/&#/'lT_'*.'W7SYY'1"*1,"'06$B"@")'4@'K+",0"('Q(,+("'60")'"2#+,'/*'0&#$";'E&#/'8#0'.#$'&+3&"$'/&#('0*%+#,'("/8*$>07'+('#/'nl_7'4,*30'#/'nS_'#()'2"00#3"'4*#$)0'#/'nW_7'%,"#$,@')"2*(0/$#:(3'/&#/'"2#+,'+0'#('"00"(:#,'1#$/'*.'#(@'2#$>":(3'0/$#/"3@;
M#00+*(#/"0'$"B+"8'/&+(307'0*'4"'06$"'8&"('0"()+(3'*6/'#('"2#+,'%*226(+%#:*('/*'#0>'.*$'#'$"B+"8;'A*$)+(3'+0'+21*$/#(/7'0*'1&$#0"'+/'0*2"/&+(3'0+2+,#$'/*'\s+)'8"')*'8",,t'M,"#0"'$"B+"8'60'*('E$+1'I)B+0*$u'K*/'96+/"'$+3&/t'N"/'60'>(*8'0*'8"'%#('?5'+/'.*$'@*6;]'8&"$"'("3#:B"0'#$"')+$"%/'$"01*(0"'#()'1*0+:B"0'#$"'$"B+"80;'M#00+*(#/"0'8+,,'"(3#3"'#()'&",17'#0'8",,'#0'$"B+"8;'Q(,+("'M#00+*(#/"0'#$"'(*/'*(,@'4$#()'#)B*%#/"07'/&"@'#$"'#,0*'#'?$0/',+("'*.')"."(%"'8&"('/&"$"'+0'#('+006"7'1$*4,"2'*$'$"16/#:*('2#(#3"2"(/'%$+0+0;
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
“A study by AOL also indicated that email was the most often used method for sharing information.”
89%%
emailsocialnetworksblogs
messageboards
82%81%
sharing platforms:
W^
d+>"'N#="$*8'*.'V6))@'d")+#'$"%"(/,@'$"2#$>")'\Q6$'#33$"3#/"')#/#'0633"0/0'/&#/'/&"'#B"$#3"'i#%"4**>'0&#$"'3"("$#/"0'vS;WY'+('+(%$"2"(/#,'0#,"07'/&#/'/&"'#B"$#3"'%*(B"$0+*('$#/"'.*$'#'i#%"4**>'0&#$"'8#0'WY;S_7'#()'/&#/'/&"'2*0/'0&#$+(3'.*$'`(/"$("/'$"/#+,"$0'*%%6$0'*('A")("0)#@0;'E&+0'+0'%$6%+#,'+(.*$2#:*('.*$'2#$>"/"$07'#()'8&"('/&"@'&#B"'+/7'@*6q,,'0""'/&"2'$"#,,@'0/#$/'/*'%&#(3"'/&"'8#@'/&"@'%*226(+%#/"'8+/&'%60/*2"$0;]'E&+0'>"@'1+"%"'*.'$"0"#$%&'0633"0/0'#'2*("/#$@'B#,6"'/*'#'D0&#$"G'*('i#%"4**>'#()'%#('&",1'%#,%6,#/"'/&"'OQ`'*('i#%"4**>'8*$>;'
i#%"4**>'+0'/&"',#$3"0/'0*%+#,'1*16,#:*('46/'+/'%6$$"(/,@'�',+2+/")'+21#%/'*('!<Q;'!*%+#,'0+3(#,0'#$"'B+/#,'/*'0"#$%&'"(3+("0'#()'0*'0&#$+(3'#2*(3'1$*?,"0'8&+%&'&#B"'#6/&*$+/@'%#('1$*)6%"'#'$#(>+(3'%&#(3";'i#%"4**>'+0'(*8'+(/"3$#/")'8+/&'V+(3'+('/&"'Z!'gWe_'2#$>"/'0&#$"'%*21#$")'/*'P**3,"G0'ek_'+('/&"'Z!'+('w6("'SYWSh7'#))+(3'/*'/&+0'1,#m*$20G'0"#$%&'+(f6"(%";'i#%"4**>'+0'#,0*'60")'2*0/'8+)",@'4@'/&"',#$3"0/'1*16,#:*('*.'0*%+#,'0&#$"$'J'I,/$6+0/0;'
A&"('#F"21:(3'/*'#%:B#/"'*('i#%"4**>7'<)3"O#(>'gi#%"4**>G0'#,3*$+/&2h7'#0'8",,'#0'+(f6"(%"$07'0&*6,)'#,8#@0'4"'/&"'?$0/'%*(0+)"$#:*(;'R&**0+(3'/&"'$+3&/'0/$#/"3@'(*8'8+,,'(*/'*(,@'1$*)6%"'$"8#$)0'+22")+#/",@'8+/&'+(%$"#0")'+(/"$#%:*(0'46/'+('/&"',*(3"$'/"$2'/&"'#%:B+/@'8+,,'+21$*B"'0"#$%&'B+0+4+,+/@;'I,8#@0'#(#,@="'/&"'"5+0:(3')#/#'.*$'/&"'4$#()7'"0/#4,+0&'8&#/'/@1"0'%*226(+%#:*('gB+06#,7',+(>07'%*22"(/0h'3"/'/&"'2*0/'+(/"$#%:*('g/*'+(%$"#0"'%&#(%"0'*.'4"+(3'0""(h'#()'2#>"'06$"'/*'0/#$/'8+/&'/&#/'/@1"'*.'#%:B#:*(;''
I/'V"@*()7'8"'8*$>'#%$*00'#'(624"$'*.'4$#()07'+('#'(624"$'*.'B"$:%#,0;'A"'&#B"'.*6()'/&#/'8&+,"'/&"$"'+0'(*'&#$)'#()'.#0/'$6,"7'8"')*'*C"('0""'4"F"$'"(3#3"2"(/'g0&#$+(37',+>"07'"/%;h'8+/&'B+06#,'%*(/"(/'/&#(',+(>0;'A&"('0611*$/")'8+/&',+2+/")'1#+)'2")+#'8+/&+('i#%"4**>'g06%&'#0'01*(0*$")'0/*$+"0h7'/&+0'%#('&",1'%*(/"(/'3*'\B+$#,]'#()'+21$*B"'*B"$#,,'*(,+("'B+0+4+,+/@7'*6/0+)"'#0'8",,'#0'+(0+)"'i#%"4**>;
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
“When attempting to activate on Facebook, EdgeRank (Facebook’s algorithm), as well as in"uencers, should always be the #rst consideration.”
$2.10incremental sales
generated by an averagefacebook share
10.2%average generated
facebook sharecoversion rate
most sharing byinternet retailers
occurs on
wednesday
WX
TwitterI/'V"@*()'8"'&#B"'0""('B#$@+(3'06%%"00'8+/&'0*%+#,'2")+#'#()',+(>'46+,)+(3;'E8+F"$',+(>0'/"()'/*'3+B"'0&*$/',+B")'4"("?/07'26%&',+>"'MO7'46/'/&"',*(3"$'/"$2'4"("?/0'#$"'8&#/'8"'0""'+('$"06,:(3'8"40+/"'%*B"$#3";'A+/&'*6$'!%+"(%"'*.'!&#$+(3'$"1*$/7'V"@*()'&#)'%*B"$#3"'*('d#0,"'#()'0#8'#'0+3(+?%#(/'(624"$'*.'/8""/0'+(%,6)+(3'/&"'4$#()'(#2";'E&"'$#(>'*('4$#()'+22")+#/",@'0&*/'61'#()'$"2#+(")'0+3(+?%#(/,@'&+3&'J'26%&'&+3&"$'/&#('8*6,)'&#B"'4""('"51"%/")'.$*2'#'0+(3,"',+(>'.$*2'#'0+(3,"'("80'0*6$%"'*('#0'3"("$+%'#'/"$2'#0'\4"@*()];'
Q/&"$0'8&*'&#B"')*("'2*$"'+(-)"1/&'0/6)+"07'06%&'#0'!<Q2*=7'&#B"'.*6()'0+2+,#$'$"06,/0'&F1Uoo888;0"*2*=;*$3o4,*3o/8""/0-"H"%/-$#(>+(30-6("51"%/")-%#0"-0/6)@''#0'8",,'#0'#':%>":(3'#3"(%@'8&*'.*6()'46@+(3'g.$*2'E8+F"$h'$"/8""/0'.*$'/&"+$'V#/2#(':%>"/'0#,"0'1$*)6%")'#'(*:%"#4,"'+(%$"#0"'.*$'/&"+$'$#(>+(30'*('\V#/2#(]7'(*/'b60/'\4#/2#(':%>"/0];'Q(%"'#'/8""/'+0'1+%>")'61'#()'01$"#)'8+/&'#'ZON'+('+/7'/&"'/"$20'8+/&+('/&"'/8""/'%*6,)'4"'3+B"('#('+22")+#/"'4**0/'*('/&"'/#$3"/'0+/";'d*$"'1$#%:%#,,@7'+/'+0',+>",@'/&"'46=='%$"#/")7',"#)'/*'
1*0/0'*$',+(>0'*('#%/6#,'4,*30'#()'0+/"0;'E&"'%*$$",#:*('8+/&'/&"'%*(/"(/'*.'/&"'/8""/'#()'$#(>+(30'+(%$"#0"0'#%$*00'2*$"'/&#('b60/'/&"'/8*'%+/")'"5#21,"0'#()'0""20'.#$'/**'%*+(%+)"(/#,'/*'4"'+3(*$");
V"0+)"0'/&"'!<Q'4"("?/0'*.'E8+F"$7'8&"$"'/8""/0'#$"'$"/8""/")'/&"$"'+0'#'0+3(+?%#(/'MO'B#,6"'/*'/&"'1,#m*$2;'E8+F"$'%#('*H"$'#,2*0/'+22")+#/"'."")4#%>'*(',#6(%&"0'#()'+)"#0'#()'%#(7'#/':2"07'*H"$'+(.*$2#,'%60/*2"$'$"0"#$%&;'E8+F"$'%#('01$"#)'$62*$'#()'2+0+(.*$2#:*('#0'.#0/'#0'/$6/&'g+.'(*/'.#0/"$h;'
d#>"'06$"'/*'/8""/'$"36,#$,@7'0%&")6,+(3'60+(3'!*%+#,'Q*21&'*$'r**/06+/"'+.'("%"00#$@;'d*(+/*$'E8+F"$'#0'#'%&#((",'#()'$"01*();'s*(G/'#,8#@0'160&'2"00#3"0'46/'0&#$"'/&"',*B"'#()'OE'*/&"$'1"*1,";'A&"('/&"'1"*1,"'.*,,*8+(3'@*6$'#%%*6(/'?()'0*2"/&+(3'/&"@'8#(/'/*'0&#$"7'/&"@'8+,,;'R$#C+(3'/&"'2"00#3"'.*$'/&"'$+3&/'0*%+#,'0&#$"$'8+,,'+(%$"#0"'/&"',+>",+&**)'*.'#'OE'g$"/8""/h'#()'/&"'2*$"'OE07'/&"'2*$"',+>",@'#'$#(>+(30'4**0/'+0;
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
“When the people following your account #nd something they want to share, they will. Crafting the message for the right social sharer will increase the likelihood of a RT (retweet) and the more RTs, the more likely a rankings boost is.”
We
P**3,"j'+0'#'("8'0*%+#,'("/8*$>+(3'1,#m*$2'46+,/'*('/&"'+)"#'*.'4$+(3+(3'1"*1,"'/*3"/&"$7'/$#(01#$"(%@'/&$*63&'$"#,'(#2"07'#()'/$60/;'E&+0'+0'*("'*.'2#(@'0*%+#,'1,#m*$2',#6(%&"0'.$*2'P**3,"'46/'+/'�'#'%*(0+)"$#4,"'#2*6(/'*.'1$*2*:*(')*,,#$0'4"&+()'+/;'A&+,"'P**3,"j'.*$'V60+("00'1$*?,"0')*'(*/'@"/'#11"#$'8+/&+('/&"'0"#$%&'$"06,/0'#0'.$"96"(/,@'#0'*/&"$'1$*1"$:"0')*7'/&"$"'+0'0*2"'#("%)*/#,'"B+)"(%"'g#()'#/',"#0/'*("'0/6)@h'+()+%#:(3'/&#/'"(3#3"2"(/'8+/&+('P**3,"j'+(%$"#0"0'#'4$#()G0'0"#$%&'B+0+4+,+/@;
E&"'16$%�"'*.'x#3#/'4@'P**3,"'4$+(30'60"$'3"("$#/")'%*(/"(/'gZPRh'$#:(30'/&$*63&'+(/*'P**3,"j'#()'+(/*'/&"'"51"$+"(%"'*.'"#%&'60"$'*.'/&"'P**3,"j'0@0/"27'2#>+(3'+()+B+)6#,'$"B+"80'#()'/&"'"(3#3"2"(/'*.'M#00+*(#/"0'"00"(:#,'.*$'$"B+"80-)"1"()"(/'460+("00"0;'A&+,"'/&"'1"$%"1:*('+0'/&#/'P**3,"j'+0'2#+(,@'1*16,#/")'4@'P**3,"'"21,*@""07'!<Q0'#()'B"$@'"#$,@'#)*1/"$07'/&+0'+0'1#/"(/,@'(*/'/&"'%#0";'A+/&'x#3#/'(*8'60+(3'P**3,"j'1$*?,"0'.*$'$"0/#6$#(/'$"B+"80'#()'P**3,"G0'#)*1:*('*.'$+%&'0(+11"/0'.*$'#6/&*$0'#()'b*6$(#,+0/07'P**3,"j'+0'0"/'/*'4"%*2"'2*$"'8+)",@'60")'4@'"B"$@4*)@;
E*',"B"$#3"'/&+0'("8'1,#m*$27'4$#()0'0&*6,)'%$"#/"'/&"+$'1#3"0'46/'#,0*'"(%*6$#3"'"21,*@""07'"01"%+#,,@'&+3&-1$*?,"'*("07'/*'%$"#/"'P**3,"j'1$*?,"0'#()',+(>'/&"2'/*'/&"'4$#()'1#3"7'/&"'%*21#(@'4,*3'#()'#(@'*/&"$'4$#()'0*%+#,'1$*?,"0;'R*21#(@'4,*30'0&*6,)'&#B"'/&"'#6/&*$'2#$>61'#))")'/*'/&"'0@0/"2'g+.'60+(3'A*$)1$"007'L*#0/;%*2'�'#'1,63+('/*')*'/&+0h'#()'#,,'$","B#(/'1*0/0'0&*6,)'4"'0&#$")'*('/&"'4$#()'P**3,"j'1#3"'#0'8",,'#0'/&"'#6/&*$0G'*8('P**3,"j'1#3"0;
A+/&'P**3,"j7'/&"'&+3&"$'/&"',"B",'*.'96#,+/@'#()'"(3#3"2"(/'*('#'4$#()'1#3"7'/&"'4"F"$;'P**3,"j'+0;'I'("8'#()'"B*,B+(3'1,#m*$2'#()'8+,,'$"96+$"':2"'#()'+(B"0/2"(/;'`.'/&"'$"0"#$%&'#()'#("%)*/#,'"B+)"(%"'+0'/*'4"'4",+"B")7'"(3#3"2"(/'*('P**3,"j'8+,,'(*/'*(,@'$"#%&'#'1*/"(:#,,@',#$3"'#6)+"(%"'46/'1*0+:B",@'#H"%/'@*6$'$#(>+(30;
Google + “If the research and anecdotal evidence is to be believed, engagement on Google+ will not only reach a potentially large audience but positively a$ect your rankings.”
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential Wk
N+(>")`('*H"$0'#('+(/"$"0:(3'2+5'*.'2"/&*)0'/*'%*226(+%#/"'#0'8",,'#0'%$"#/"'#'4$#()'1$"0"(%";'i*$'!<Q07'N+(>")`('%#('4"'*("'*.'2#(@'%*(/$*,,")'1$*1"$:"0'$#(>+(3'*('4$#()'8&+%&'%#('4"',"B"$#3")'.*$'%+/#:*(0'#0'8",,'#0'/*'*6/-$#(>'4#)'1$"00;'N+(>")`('#,0*'&",10'3#+('B+0+4+,+/@'.*$')+0/$+46/")'!<Q'%*(/"(/7'+(%$"#0+(3'+/0',+.":2"'B#,6"'#()'1*/"(:#,'/*'+(f6"(%"'$#(>+(30;'!,+)"0&#$"7'#0'#('*8(")'1$*1"$/@'*.'N+(>")`('#()'#0'#'1*/"(:#,'0"#$%&'$"06,/7'+0'+21*$/#(/'/*'*1:2+="'#0'8",,;
i*$'0*%+#,'2")+#'1$*."00+*(#,07'N+(>")`('*H"$0'*.'#'96+"/'46/'#%:B"'1**,'*.'"51"$/07'%*(("%/")'+(f6"(%"$07'#()'*/&"$'1"*1,"'/*'"(3#3"'8+/&;'O"%$6+/2"(/7'"(3#3"2"(/'#()'2*$"'%#('#,,'"('8+/&+('N+(>")`(;'A&+,"'%*226(+/@'0""20',**0"'#()'8"#>7'0&#$+(3'"B"(/07'#%:B+:"07'("807'0,+)"07'/8""/0'#()'2*$"'%#('%$"#/"'2*$"'*.'#'0"(0"'*.'4$#()'%*226(+/@'#()'*H"$'#('#))+:*(#,'1,#%"'/*'"51$"00'/&"'4$#()'2"00#3";'
s*(G/'01#2'46/'4"'#8#$"'*.'/&"'/@1"'*.'2"00#3"'@*6$'#6)+"(%"'$"01*()0'/*'4"0/;'R$#C'/&"0"'2"00#3"07'0"")'/&"2'*6/'*('/&"'1,#m*$2')6$+(3'/&"'$+3&/':2"'*.')#@'.*$'@*6$'#6)+"(%"'#()'&",1'/&"2'8+/&'#'/8""/'*$'i#%"4**>'0&#$"7'1*+(:(3'4#%>'/*'N+(>")`('+.'#11$*1$+#/";'i*%60'*('%$"#:(3'$"36,#$'"(3#3"2"(/;
LinkedIn“LinkedIn can be one of many controlled properties ranking on brand which can be leveraged for citations as well as to out-rank bad press.”
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential Wn
`2#3"'0&#$+(3'0+/"07'06%&'#0'i,+%>$7'%#('&",1'#'4$#()'8+/&'#))+:*(#,'0"#$%&'"51*06$"'/&$*63&'4*/&'+2#3"'0"#$%&'#()'6(+B"$0#,'0"#$%&'$"06,/0'g#0'%#('8",,-1*0+:*(")'#()'*1:2+=")'+2#3"0'*('*8(")'1$*1"$:"0h7'#,/&*63&'`(0/#3$#2'#()'M+(/"$"0/'#$"'(*/'%6$$"(/,@'.6,,@'+()"5");'P**3,"'+2#3"'0"#$%&'+0'*("'*.'/&"'2*0/'B+0+/")'0+/"0'*('/&"'8"47'+('/&"'/*1'WS'/$#p%>")'0+/"0;'`2#3"0'#$"'B+06#,,@'%*21",,+(3'#()'/*3"/&"$'8+/&'B+)"*07'0&*11+(3'$"06,/07'("80'$"06,/07'2#1'$"06,/0'#()'2*$"7'&",1'%*(/$+46/"'/*'/&"'+(%$"#0+(3,@'%,6F"$")'0"#$%&'$"06,/0'P**3,"'(*8'1$*B+)"0;'I/'/&"':2"'*.'8$+:(37'#'0"#$%&'*(']%*21#$"'%$")+/'%#$)0]'#,0*'$"06,/")'+('#'/*1'1*0+:*(")'4*5'8+/&',#$3"'+2#3"0'#()'1*00+4,"'#p,+#/"',+(>0;'R,"#$,@'P**3,"'>(*80'/&#/'+2#3"0'1$*)6%"'$"06,/0;
E&$*63&'4"%*2+(3'#'B#,6")'2"24"$'*.'#'%*226(+/@7'0&#$+(3'8+/&'/&#/'%*226(+/@'%#('#,0*'&",1'+2#3"0'/#>"'*('#'2*$"'B+$#,',+."'*.'/&"+$'*8(;'M60&+(3'+2#3"0'#/'%*226(+:"0'$#$",@'8*$>07'+('/&"'0#2"'8#@'+/')*"0(G/'8*$>'8+/&'4,*33"$0'#()'b*6$(#,+0/0;'M#$:%+1#:*('#()'%*226(+/@'+(B*,B"2"(/7'8&+%&'0*%+#,'2")+#'1$*."00+*(#,0'"5%",'#/7'+0'+(B#,6#4,"'+('#%:B#:(3'R*(("%/*$07'E$"()01*F"$07'M$*B*%#/"6$0'#()'R#$""$+0/0;'E&"0"'+()+B+)6#,0'#$"'/&"'*("0'8&*'0&#$"'
2*0/'.$"96"(/,@'*B"$'+2#3"'0&#$+(3'0+/"0'#()'#$"'2*0/',+>",@'/*'&",1'01$"#)'+2#3"0'/&"@',+>"'/&$*63&'#))+:*(#,'0&#$+(3'*('i#%"4**>7'4,*33+(37'"/%;'I0'/&"'+2#3"'01$"#)07'0*'8+,,'+/0'B+0+4+,+/@'+('0"#$%&;
`2#3"0'#$"'*C"('6()"$60")'#0'#'/**,'/*'+(%$"#0"'4$#()'B+0+4+,+/@'*(,+("'46/'8+/&'.*6$'*.'/&"'0"B"('/@1"0'*.'0&#$"$'0&#$+(3'*B"$'+2#3"'0+/"07'+2#3"0'#$"'0*2"/&+(3'"B"$@*("'0&*6,)'4"'#))+(3'/*'/&"+$'#%:B+/@;'
Image sharing
“Images are often underused as a tool to increase brand visibility online but with four of the seven types of sharer sharing over image sharing sites, images are something everyone should be adding to their activity.”
Wl
E&"'$#/"'*.'0&#$")'%*(/"(/'8+,,'"B"(/6#,,@'1,#/"#67'%$"#:(3'+006"0'8+/&'0*%+#,',+(>'46+,)+(3'"H*$/0'#0'8",,'#0'4$#()'B+0+4+,+/@;
i$+%:*(,"00'-'*$'#6/*2#:%'-'0&#$+(3'+0'&"$"'/*'0/#@;
!"32"(:(3'.$+"()0'#()'%*(("%:*(0'/*'0","%:B",@'0&#$"'8+,,'3$*8'#0'#'>"@'","2"(/'*.'0*%+#,'("/8*$>0;
E$+")'#()'/"0/")'2#$>":(3'/#%:%0'g+;";'3+B"#8#@0h'8+,,'%*(:(6"'/*'.6",'#'&+3&'B*,62"'*.'%*(062"$'0&#$+(3'#()'1*0+:B",@'4"("?/'$#(>+(30;
!&#$+(3'8+,,'"51#()'/*'+(%,6)"'/$#(0#%:*(07'#0'8",,'#0',+."'"B"(/0'#()'#%&+"B"2"(/07'/*')"?("'#'("8'#%:*(-*$+"(/")'0&#$+(3'%6,/6$";
Z()"$0/#()+(3'0&#$+(3'4"&#B+*$0'+0'+21*$/#(/7'46/'8+/&'.$+%:*(,"00'0&#$+(3'%$"#:(3'&63"'0/$"#20'*.'#%:B+/@'+('i#%"4**>'#()'("8'("/8*$>0',+>"'M+(/"$"0/'/#>+(3'*H7'+/'&",10'/*'>""1'*("'"@"'*('/&"'.6/6$"'/*'"(06$"'/&#/'8*$>')*("'/*)#@'%#('0:,,'&",1'/*2*$$*8;'I/'V"@*()7'8"'&#B"'"0/#4,+0&")'?B"'1$")+%:*(0'#4*6/'8&#/'8"'."",',#@0'#&"#)7'4#0")'*('*6$'$"0"#$%&U
The future of search and acquisition
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
7
8
9
:
;
A+/&'26%&'*.',+(>'46+,)+(3'#()'.6/6$"'4$#()'B+0+4+,+/@'+(%$"#0+(3,@'$",+#(/'*('0*%+#,'0&#$+(3'0+3(#,07'/&+0'+0'B+/#,'+(.*$2#:*('.*$'4*/&'/&"'0"#$%&'2#$>"/"$'#()'0*%+#,'2")+#'1$*."00+*(#,;'E&"$"'+0'#'%*(:(6*60'0&+C+(3'*.'4"&#B+*$'#()'#%:B+/@'#,*(3'/&"',+.":2"'*.'#'0*%+#,'2")+#'60"$;''A&+,"'0""2+(3,@'*4B+*607'/&"$"'&#B"'4""('."8'#F"21/0'/*'2"#06$"'/&+0'"B*,6:*(;''
E&"'V"@*()'0/6)+"0'.*6()'/&#/'ek_'*.'1"*1,"'&#B"'"51"$+2"(/")'8+/&'#('#11'/&#/'#6/*2#:%#,,@'1*0/")'/*'/&"+$'1$*?,"7',+0/"(")'/*'#'0*(3'/&#/'8#0'#6/*2#:%#,,@'0&#$")7'*$'$"#)'#('#$:%,"'/&#/'8#0'#6/*2#:%#,,@'0&#$");'r*8"B"$7'eW_'*.'1"*1,"'$"1*$/'."",+(3'\#((*@")]'4@'#11,+%#:*(0'/&#/'#6/*2#:%#,,@'1*0/'%*(/"(/7'#()'/&"',*(3"$'1"*1,"'&#B"'i#%"4**>'#%%*6(/0'/&"'2*$"',+>",@'/&#/'/&"@'#$"'/*'4"'#((*@")'4@'#11,+%#:*(0'/&#/'1*0/'#6/*2#:%#,,@'/*'/&"+$'1$*?,"0;'A&+,"'V"@*()'+0(G/'0633"0:(3'/&#/'0&#$+(3'+0')**2")7'8"'&#B"'+)"(:?")'0*2"/&+(3'&"$"'/&#/'%*6,)'1$"B"(/'#'4$#()G0'2"00#3"'.$*2'4"+(3'0""('#()'1*00+4,@'%#60"'#'3$"#/"$')$*1-*H'.$*2'i#%"4**>'+('/&"'.6/6$"7'#0'8",,'#0'+21")"'0*%+#,',+(>'46+,)+(3'#%:B+/@;
“The Beyond studies found that 67% of people surveyed have experimented with an app that automatically posted to their pro#le, listened to a song that was automatically shared, or read an article that was automatically shared. However, 61% of people report feeling “annoyed” by applications that automatically post content.”
SY
E&"'V"@*()'0/6)@'*('/&"'.6/6$"'*.'0&#$+(37'8&+%&'0/6)+")'*B"$'S7YYY'0&#$"$0'#3")'4"/8""('We'#()'^Y7'0&*8")'/&#/'ST_'*.'1"*1,"'0#+)'/&"@'8"$"'*B"$8&",2")'4@'/&"'#2*6(/'*.'%*(/"(/'/&#/'8#0'0&#$")'*('/&"+$'K"80'i"")'8+/&+('i#%"4**>;'
i*$',+(>'46+,)"$07'/&+0'0633"0/0'/&#/'#3"'+0'3*+(3'/*'4"'#'/$60/'.#%/*$'+('$#(>+(3'#()'60")'/*'"0/#4,+0&'1$*?,"'%$")+4+,+/@7'0*'46+,)+(3'*6/'#()')"B",*1+(3'0*%+#,'2")+#'1$*?,"0'(*8'.*$'60"'+('/&"'.6/6$"'+0'3*+(3'/*'$"#1'0+3(+?%#(/'$"8#$)0;
A+/&'.$+%:*(,"00'0&#$+(3'&"$"'/*'0/#@'+('#'0""2+(3,@'"(),"00'0/$"#2'+('/&"'0+)"4#$'*.'i#%"4**>7'/&"$"'+0'#(*/&"$'0*%+#,'+/'8&+%&'%*6,)'&",1'$")6%"'+(.*$2#:*('*B"$,*#)U'0"32"(/#:*('*.'.$+"()0;'!"32"(/#:*('+0'(*/'("8'/*'P**3,"j'J'+/'8#0'+('60"'.*$'#'8&+,"'+('N+(>")`(7'+('0*2"'.*$20'+('i#%"4**>'#()'",0"8&"$"'60"$0'%$"#/")'/&"+$'*8('8#@0'/*'0"32"(/'.$+"()0'8+/&*6/',*0+(3'0"$"()+1+/@'.$*2'/&"+$'."")0;'
E&"'.#%+,+/#:*('*.'0"32"(/#:*('+('i#%"4**>7'#()'+/0'%"(/$#,'60"'+('P**3,"j7'8+,,',+>",@',"#)'/*'%&#(3"0'+('0&#$+(3'4"&#B+*$0'#()'4$#()'B+0+4+,+/@;
!*2"/&+(3'$"/#+,'4$#()0'1#$:%6,#$,@'0&*6,)'/#>"'(*/"'*.'+0'/&#/'eY_'*.'*6$'06$B"@'$"01*()"(/0'0#+)'/&#/'/&"@'8*6,)'4"'8+,,+(3'/*'1*0/'#4*6/'1$*)6%/0o0"$B+%"0'*('i#%"4**>'+.'/&"@'8"$"'*H"$")'#')"#,'*$')+0%*6(/;'I0'#'/#%:%'.*$'#%:B#:(3'M#00+*(#/"07'/&+0'0&*6,)'4"'#'1#$/'*.'#('*B"$#,,'1,#(7'8+/&'%,"#$'"51"%/")'*6/%*2"0'4*/&'.$*2'4$#()'#8#$"("00oMO'1"$01"%:B"0'#()',+(>'46+,)+(3o$"B+"8+(3o!<Q'1"$01"%:B"0;
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
“60% of our survey respondents said that they would be willing to post about products/services on Facebook if they were o$ered a deal or discount.”
The future of search and acquisition
SW
willing to post if offered a deal or a discount
PR
socialmediaSEO
Clientbenefit
!*%+#,'2")+#'"(3#3"2"(/'+0'#')+0%+1,+("'+('+/0",.'/&#/'�'26%&'+('%*22*('8+/&'MO;'V*/&'MO'#()'0*%+#,'2")+#'%#('0+3(+?%#(/,@'4"("?/'#('!<Q'0/$#/"3@'#()'+('/&"'.6/6$"'8+,,'.*$2'/&"',+*(G0'0&#$"'*.',+(>'#%96+0+:*('#%:B+/@;'E&$*63&'6()"$0/#()+(3'/&"'0"B"('/@1"0'*.'0&#$"$0'#()'/&"+$'2*:B#:*(07'4$#()0'%#('%$"#/"'%*(/"(/'/&#/'/#$3"/0'/&"'$+3&/'0&#$"$'+('/&"'$+3&/'8#@'*('/&"'$+3&/'1,#m*$2'#/'/&"'$+3&/':2";'A+/&'P**3,"'2#>+(3'^XY'J'eYYj'%&#(3"0'/*'+/0'0"#$%&'#,3*$+/&2'"B"$@'@"#$'g#B"$#3+(3'/8*'1"$'8*$>+(3')#@h7'.6/6$"-1$**?(3'4$#()',+(>'46+,)+(3'"H*$/0'8+,,'4"'"00"(:#,'#()'+('/&#/7'MO7'!<Q'#()'0*%+#,'2")+#'#,,'&#B"'#('+21*$/#(/'$*,"'/*'1,#@;
Conclusion
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
“With Google making 450-600+ changes to its search algorithm every year (averaging two per working day), future-proo#ng brand link building e$orts will be essential.”
SS
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Web: bynd.com
Email: [email protected]
Facebook: facebook.com/beyondconsultancy
Twitter: @beyond
beyondCONTACT