{"id":45288,"date":"2013-06-24T09:00:30","date_gmt":"2013-06-24T10:00:30","guid":{"rendered":"http:\/\/www.corporate-eye.com\/main\/?p=45288"},"modified":"2013-06-21T08:22:17","modified_gmt":"2013-06-21T09:22:17","slug":"search-and-social-combine","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/","title":{"rendered":"Splicing Search and Social"},"content":{"rendered":"

\"combine\"Today’s post is written by Dane Cobain, a creative writer who works in social media for fst<\/a>.<\/em><\/p>\n

How Search and Social are coming together
(and why marketers should care)<\/h2>\n

It\u2019s no secret that search engine marketing and social media are growing closer and closer together, and it\u2019s not uncommon for marketers who specialise in one to have some sort of grounding in the other.<\/p>\n

Back in 2011, Google introduced a beta version of Google+ as an invitation-only social network. Since then, the search-engine giant has repeatedly implemented social data in its search-engine results pages (SERPs), not only from Google+ but also from other giants of the social networking world including Facebook, Twitter and YouTube, the latter of which is owned by Google.<\/p>\n

To make matters interesting, consumers are spending more and more time on their mobile devices, with some analysts predicting<\/a> that mobile searches will outnumber desktop searches by 2015.<\/p>\n

\n

 <\/p>\n

Mobile vs. PC Local Search Volumes<\/strong><\/center><\/p>\n

\"Mobile<\/p>\n

Source: www.kelseygroup.com<\/a><\/center><\/p>\n

 <\/p>\n<\/div>\n

So how does Google plan to adapt its algorithms to take in to consideration social signals and the data provided by their own social network\u2019s 343 million active users<\/a>? For a start, Google+ users are able to use the rel=author tag to connect their blogs and articles to their Google+ ID.<\/p>\n

In practical terms, this short implementation allows you to display your Google+ username and profile picture alongside your blogs in Google\u2019s SERPs. While this doesn\u2019t directly influence your rankings, it does increase the click-through rate, with one blog experiencing a 484% increase in the number of click-throughs<\/a> to the site. <\/p>\n

Google takes further data from its social network by dynamically altering SERPs for users who are logged in to their Google+ accounts. Pages that friends have +1ed will appear at the top of SERPs, regardless of whether it would normally rank there or not. Of course, not everyone is active on Google+, but giving people the ability to +1 a page through social sharing icons requires only a quick implementation that will deliver benefits for months and years to come.<\/p>\n

\"rel=author\"
\n

Source: www.google.com<\/a><\/center><\/p>\n

Many large companies choose a dedicated figurehead to attribute their blogs to \u2013 think of Scott Monty, global head of social media for Ford, who in many ways is the online face of the company. Although Scott blogs on his own website, it drives traffic through to Ford\u2019s site and his thought-leadership has led to him making regular statements on social media on behalf of the company. <\/p>\n

Even if content for the corporate blog is ghost-written by a dedicated content creator, it\u2019s often posted under the name of a prominent marketer or even the CEO. On the other hand, some business leaders are making big waves by keeping a blog \u2013 Bill Marriott, CEO of Marriott Hotels, regularly blogs on the Marriott site about everything from travel to his meeting with Bill Clinton. Mark Cuban, owner of the Dallas Mavericks, uses his own blog to discuss his thoughts on marketing \u2013 he even posted his decision to stop running Facebook advertisements there. <\/p>\n

Using the rel=author tag in these instances helps to reinforce that the blog is official and brand-sponsored, building the profile of both the business and the employee \u2013 in the case of blogging CEOs, the line between the business and the figurehead is a fine one, to say the least. <\/p>\n

\"SMX<\/p>\n

Source: www.stateofsearch.com<\/a><\/center><\/p>\n

It\u2019s not just Google+ that the world\u2019s most popular search engine uses to generate results, though \u2013 it\u2019s been observed that social is the new lin<\/a>k, and Matt Cutts (Google\u2019s head of webspam) has confirmed that data from other social sites is taken into consideration<\/a>. In fact, search engines grow suspicious if your website has a lot of inbound links but no social buzz.<\/p>\n

There\u2019s also blogging to think about, and it\u2019s one of the key areas where the line between social media and SEO begins to blur. Many social media professionals, myself included, are more comfortable with creating content than their SEO brethren, and a successful blogger outreach campaign is best carried out with the combined efforts of an SEO and social media team.<\/p>\n

While a good blog provides great content for social media, it also provides fantastic content for the search engines \u2013 while it\u2019s a mistake to optimise blog posts for search engines as opposed to for human visitors, writing with both in mind will quickly generate results. In fact, according to the marketing experts at HubSpot<\/a>, 57% of businesses have acquired a customer through their blog, and companies that blog get 55% more traffic.<\/p>\n

Regardless of whether we\u2019re talking about Facebook and Twitter, Google and Bing or even Foursquare and Waze, it\u2019s clear that SoLoMo (\u2018Social, Local, Mobile\u2019) and search are paving the way for a more integrated relationship between search and social media.<\/p>\n

Even the lumbering behemoth of Yahoo is getting in to the game with its recent $1 billion acquisition of Tumblr, the social blogging platform that\u2019s grown rapidly since its launch in 2007. <\/p>\n

Tumblr still isn\u2019t profitable, despite hosting over 100 million blogs and serving over 215 million visitors per month, and although Marissa Meyer has already announced plans to run more ads<\/a> on the social network, the purchase could be less of an earner and more of a key strategic decision to play catch-up with Yahoo\u2019s arch-rivals at Google.<\/p>\n

How do you see search and social media coming together in 2013 and beyond? Let me know with a comment!<\/p>\n

Dane Cobain is a social media specialist for UK-based creative agency fst the Group<\/a>. He\u2019s also a gadget-lover and tech fanatic, as well as an internet addict.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Today’s post is written by Dane Cobain, a creative writer who works in social media for fst. How Search and Social are coming together(and why marketers should care) It\u2019s no secret that search engine marketing and social media are growing closer and closer together, and it\u2019s not uncommon for marketers who specialise in one to […]<\/p>\n","protected":false},"author":1,"featured_media":45315,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[9,6443],"tags":[],"class_list":{"0":"post-45288","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-best-practices","8":"category-guest","9":"entry"},"yoast_head":"\nSplicing Search and Social | Corporate Eye<\/title>\n<meta name=\"description\" content=\"Search engine marketing: search and social media are growing closer together, and marketers who specialise in one often have some grounding in the other\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Splicing Search and Social | Corporate Eye\" \/>\n<meta property=\"og:description\" content=\"Search engine marketing: search and social media are growing closer together, and marketers who specialise in one often have some grounding in the other\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/\" \/>\n<meta property=\"og:site_name\" content=\"Corporate Eye\" \/>\n<meta property=\"article:published_time\" content=\"2013-06-24T10:00:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2013\/06\/combine.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"350\" \/>\n\t<meta property=\"og:image:height\" content=\"450\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Lucy Nixon\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@lucynixon\" \/>\n<meta name=\"twitter:site\" content=\"@lucynixon\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lucy Nixon\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/\"},\"author\":{\"name\":\"Lucy Nixon\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/d273bf7421dc8f5fec96785876b760e2\"},\"headline\":\"Splicing Search and Social\",\"datePublished\":\"2013-06-24T10:00:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/\"},\"wordCount\":946,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2013\/06\/combine.jpg\",\"articleSection\":[\"Best Practices\",\"Guest\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/\",\"name\":\"Splicing Search and Social | Corporate Eye\",\"isPartOf\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2013\/06\/combine.jpg\",\"datePublished\":\"2013-06-24T10:00:30+00:00\",\"description\":\"Search engine marketing: search and social media are growing closer together, and marketers who specialise in one often have some grounding in the other\",\"breadcrumb\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/#primaryimage\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2013\/06\/combine.jpg\",\"contentUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2013\/06\/combine.jpg\",\"width\":350,\"height\":450},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.corporate-eye.com\/main\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Splicing Search and Social\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#website\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/\",\"name\":\"Corporate Eye\",\"description\":\"...compare, compete, excel\",\"publisher\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.corporate-eye.com\/main\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\",\"name\":\"Corporate Eye\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png\",\"contentUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png\",\"width\":283,\"height\":42,\"caption\":\"Corporate Eye\"},\"image\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/lucynixon\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/d273bf7421dc8f5fec96785876b760e2\",\"name\":\"Lucy Nixon\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/538dc739f95aa5a2fd75d054808b18b2afa37a9282a7a8f87001a77dc128d759?s=96&d=identicon&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/538dc739f95aa5a2fd75d054808b18b2afa37a9282a7a8f87001a77dc128d759?s=96&d=identicon&r=g\",\"caption\":\"Lucy Nixon\"},\"description\":\"Lucy is Editor at Corporate Eye\",\"sameAs\":[\"http:\/\/www.corporate-eye.com\",\"https:\/\/x.com\/lucynixon\"],\"url\":\"https:\/\/www.corporate-eye.com\/main\/author\/lucy\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Splicing Search and Social | Corporate Eye","description":"Search engine marketing: search and social media are growing closer together, and marketers who specialise in one often have some grounding in the other","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/","og_locale":"en_US","og_type":"article","og_title":"Splicing Search and Social | Corporate Eye","og_description":"Search engine marketing: search and social media are growing closer together, and marketers who specialise in one often have some grounding in the other","og_url":"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/","og_site_name":"Corporate Eye","article_published_time":"2013-06-24T10:00:30+00:00","og_image":[{"width":350,"height":450,"url":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2013\/06\/combine.jpg","type":"image\/jpeg"}],"author":"Lucy Nixon","twitter_card":"summary_large_image","twitter_creator":"@lucynixon","twitter_site":"@lucynixon","twitter_misc":{"Written by":"Lucy Nixon","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/#article","isPartOf":{"@id":"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/"},"author":{"name":"Lucy Nixon","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/d273bf7421dc8f5fec96785876b760e2"},"headline":"Splicing Search and Social","datePublished":"2013-06-24T10:00:30+00:00","mainEntityOfPage":{"@id":"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/"},"wordCount":946,"commentCount":0,"publisher":{"@id":"https:\/\/www.corporate-eye.com\/main\/#organization"},"image":{"@id":"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/#primaryimage"},"thumbnailUrl":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2013\/06\/combine.jpg","articleSection":["Best Practices","Guest"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/","url":"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/","name":"Splicing Search and Social | Corporate Eye","isPartOf":{"@id":"https:\/\/www.corporate-eye.com\/main\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/#primaryimage"},"image":{"@id":"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/#primaryimage"},"thumbnailUrl":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2013\/06\/combine.jpg","datePublished":"2013-06-24T10:00:30+00:00","description":"Search engine marketing: search and social media are growing closer together, and marketers who specialise in one often have some grounding in the other","breadcrumb":{"@id":"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/#primaryimage","url":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2013\/06\/combine.jpg","contentUrl":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2013\/06\/combine.jpg","width":350,"height":450},{"@type":"BreadcrumbList","@id":"https:\/\/www.corporate-eye.com\/main\/search-and-social-combine\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.corporate-eye.com\/main\/"},{"@type":"ListItem","position":2,"name":"Splicing Search and Social"}]},{"@type":"WebSite","@id":"https:\/\/www.corporate-eye.com\/main\/#website","url":"https:\/\/www.corporate-eye.com\/main\/","name":"Corporate Eye","description":"...compare, compete, excel","publisher":{"@id":"https:\/\/www.corporate-eye.com\/main\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.corporate-eye.com\/main\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.corporate-eye.com\/main\/#organization","name":"Corporate Eye","url":"https:\/\/www.corporate-eye.com\/main\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/","url":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png","contentUrl":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png","width":283,"height":42,"caption":"Corporate Eye"},"image":{"@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/lucynixon"]},{"@type":"Person","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/d273bf7421dc8f5fec96785876b760e2","name":"Lucy Nixon","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/538dc739f95aa5a2fd75d054808b18b2afa37a9282a7a8f87001a77dc128d759?s=96&d=identicon&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/538dc739f95aa5a2fd75d054808b18b2afa37a9282a7a8f87001a77dc128d759?s=96&d=identicon&r=g","caption":"Lucy Nixon"},"description":"Lucy is Editor at Corporate Eye","sameAs":["http:\/\/www.corporate-eye.com","https:\/\/x.com\/lucynixon"],"url":"https:\/\/www.corporate-eye.com\/main\/author\/lucy\/"}]}},"modified_by":"Lucy Nixon","_links":{"self":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts\/45288","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/comments?post=45288"}],"version-history":[{"count":5,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts\/45288\/revisions"}],"predecessor-version":[{"id":49742,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts\/45288\/revisions\/49742"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/media\/45315"}],"wp:attachment":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/media?parent=45288"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/categories?post=45288"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/tags?post=45288"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}