Brighton SEO – Everything is a Social Network – Paul Chaloner ( @PaulChaloner ) #brightonseo

In BrightonSEO, Social Media & Online PR, The Digital Marketing Blogby Lyndsey6 Comments

Session 3 Brighton SEO

With so many differing opinions about whether we have always ‘socially networked’ or whether or not the end of SEO is rapidly approaching, Paul Chaloner, Social Media Specialist at FreshEgg examines our treatment of social media compared to other aspects of digital marketing.

Paul takes us through why SEO and Social Media have to work together as part of a combined strategy and not fight it out against each other. He begins with SEO is dead, social media is here to stay!

Fresh egg ran 2 tests to examine the affects that twitter has on influencing rankings:

The first test was a blog post on a well ranked site, the blog fed into Google news, and the number of tweets reached a total number of 53,000 people. The post which was called “There are no social media experts” and shortly after the experiment, the post was ranking on page 1 of Google.

Test 2 was a post on a lower ranked website, it wasn’t fed into Google news and there were no initial tweets about it. However when the tweets began the page then became indexed a few days later.
Concluding thoughts and takeaways from this experiment-TWITTER IS VITAL!

-Tweet with your keyword
-Tweet on an account with 1500+ followers to get maximum reach
-Your blog must be fed into Google news
-Optimise title tags

Fairly short and sweet. So get out there and tweet.

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  1. Hi. Not sure I follow the logic of this.

    If I put term, there are no social media experts (broad/phrase or exact match), into, then the following page ranks number 1:

    A few observations:

    1, Search volume for the phrase is non existent – so what is point of ranking number one for a term that no one is looking for?

    2. The phrase is contained in the Page Title (using AllInTitle there are only 102 pages indexed by Google with that phrase in Page Title, so not much competition for it anyway).

    3. The page has 88 backlinks (sez Yahoo) – a more likely reason for ranking highly?

    4. Page also has 4 bookmarks (I know social bookmarking is seen as passe, but I’m sure it still counts as a Google signal).

    5. Not sure about the need for an account with 1500+ followers – besides, most people don’t have access to an account with that many followers. Surely it is about size of secondary network ie if you only have 5 followers but they have 100K followers, getting those 5 followers to RT would be better than getting 1500 people with only a handful of followers each?

    I don’t doubt that Twitter is being used as a ranking signal by Google – just not sure this experiment proves it.

  2. This post doesnt really go in to the depth or cover off the main points of the presentation very well.

    For example, the key term we tried to rank for was “social Media Experts” and not as stated by Andrew above.

    Secondly, we were testing the effectiveness of tweets, so it didnt really matter if anyone was already searching for the term or not.

    Correct the phrase is in the title (I said in the pres to use keywords in the title…)

    The page had NO backlinks in the first 9 hours of its movement.

    The key part of this was indexation and ranking improvement through the use of twitter. This was confirmed through the different tests.

    I’ll post more fully on our blog next week, to stop this from becomming something that got taken out of context and misunderstood from the notes left here.

  3. The test has not been covered accurately by the present post. The second test was more valuable than the first:

    Have a look at the following URL:

    The content (a post about SEO and Social Media) was intentionally added on a non-relevant site of a model agency. The interesting bits were:

    1. Middle/low authority site (PR3)
    2. No internal links to post
    3. No external links to post
    4. URL doesn’t appear in XML & HTML sitemap
    5. Site had never appeared in Google news

    After 5 days Google didn’t index it at all which was expected given that there was no way to get to the page by following links.

    Then, an optimised tweet was sent out which was retweeted by several influential users.The page got indexed 2 hours later (and not a few days later) and 3 hours later it was ranking at the 6th place. The following day it went up to around the 25th place and stayed there for a few days.

    The test proves the following:

    1. Tweets can rapidly index a page AND make it rank even if something is published on a page with NO internal link juice and probably no external juice either although the latter is hard to control.It was also interesting that all the above happened although the site’s content had nothing to do with SEO and Social Media and had low authority.
    2. The bigger the twitter authority of the users re-tweeting a message, the more likely the tweeted URL to rank higher. This one is not 100% conclusive as we’re running a few other tests and soon there will be a follow up post on the Fresh Egg blog.

    How that can be used it’s entirely up to the creativity of each SEO. The higher the twitter authority the bigger the push. We tried did a similar test on a page with the same characteristics and sent out just ONE tweet from my account (@macmodi) which only has about 130 followers. After nearly a month and the page hasn’t been indexed yet.

  4. Just realised I made a typo in the previous comment. 3 hours later the post was ranking on the 6th PAGE (not place).

  5. Andrew, your thoughts are noted, but you werent at the event and arent in full receipt of all the facts. This post was a quick fire review and doesnt contain everything that was presented.

    I have posted the slides and notes accompanying them on our blog today so you can review properly.

  6. Paul – thanks – appreciate the response (and sorry for delay in responding – only got the e-mail comment alert this morning).

    I understand what you are getting at now. Makes more sense.

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