This is a wrap up of the session “Why Content Strategy is Crucial for Social Search” from SES London 2012. The session had the speakers Chris Boggs (SES Advisory Board; Director, SEO, Rosetta), Rachel Hawkes (Account Director, Elemental) and Krista LaRiviere, (CoFounder & CEO, gShift Labs) speaking.
This session was concerned with how social media affects search results and activity within the search results. Concentrating on search results in .com given that we are not seeing everything on .co.uk (yet!), but definitely the shape of things to come.
“Focus on the user and all else will follow…” - Google’s 10 things
Google has a need for speed and to be current and in real time. With the advent of Caffeine, within one minute tweets would appear in search results. Now we are seeing the same with local results, and Google Plus being indexed within the hour. Google Plus as well as other social platforms satisfy a need for fresh content. If you are current, informative and using social platforms, especially on a local level, you are already enhancing your search results with social. This used to be filled with the news (still important), but social is ‘the way’ for everything that it current and hot.
Questions to ask yourself when embarking on a Social Media campaign
Rachel talks about TopMan as a case study in how to create unique content and have people interact with it on Social Media platforms and to have it found in search engines in real time. What they did was to go to the high street and pick on brand TopMan customers then load their pictures on to the Facebook page as part of a competition. Over 3 days, TopMan posted 77 photographs, which doesn’t sound like a huge number, but when you are dealing with social media connections, that provided to 22,000 direct engagements and over 1 million in cash purchases.
Rachel also talked about a competition with a Ubisoft competition for Just Dance, drawing on the popularity of celebrity to engage with the users, to create personal content for users and uploading pictures to Twitter creating a stream of photos in search engines and real time photo results.
Success in search and social is not possible if you are not taking the time to put together a well thought out content strategy and deliberately optimising for the keywords and keyword phrases that your prospects are using to find you.
Two reasons why anyone cares about search:
The only thing bridging the gap between the two optimised content
This post in part made possible by a sponsoring from Majestic SEO who have the largest Link Intelligence database in Search.