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Google+ SEO & Authorship48:18 with AJ Kohn
Nervous about Google+? AJ's here to hold your hand and figure out how to make it work -- and get a head start -- for your business.
All right! 0:00 I am excited today to talk about 2 things that are near and dear to my heart— 0:01 Google+ and Authorship. 0:05 There we go! 0:18 I just have to hit it really hard. 0:18 All right. 0:21 But I feel a little bit today like Morpheus—right? 0:21 I have to encourage you 0:25 to take the red pill and follow me down the Google+ rabbit hole. 0:27 But problem is a lot of you people think Google+ is like this— 0:31 you log in, 0:38 you get in there, and it's you and one guy, 0:40 You're in a big stadium and it's raining and it sucks, right? 0:45 And you go ahhh! 0:51 And the "Wall Street Journal" puts out something that says 0:51 it's a virtual ghost town—no one's there—no one's doing anything on Google+. 0:54 But the numbers tell a different story. 1:00 Now I don't even really like compete data that much, 1:03 but this is pretty tough to ignore. 1:05 And if you look at bitly over here—the G+ numbers— 1:08 there a whole bunch of numbers. 1:10 I'm not going to go through them all. 1:12 But there are a whole bunch of numbers 1:13 from whether it's Google I/O 1:15 where Vic is talking about hundres of millions of this and that. 1:16 You can look at Hitwise data. 1:20 But there's pretty much no doubt that Google+ is here to stay. 1:24 Google's not giving up on this and people are using it. 1:26 Right? 1:29 And here's their secret weapon—Android. 1:30 Look at this. 1:34 I know everybody is an Apple fan boy, right? 1:35 Apple—I got my iPhone. 1:37 But look at this—all smartphone owners. 1:40 Who has the most market share in the smartphone market? 1:44 It's Android—52 percent. 1:47 Not only that— 1:49 and this just came out—I think—2 days ago. 1:51 Of feature owners who are upgrading to smartphones, 1:54 they're selecting Android 62 percent of the time. 1:59 Sixty-two percent of the time. 2:02 They're getting richer. 2:04 They're not getting poorer. 2:05 And if you're on an Android phone— 2:07 number one—it has a really slick Google+ mobile app. 2:08 Has anybody used that? 2:11 All right. 2:13 So you know that's pretty much the app that Facebook should have built. 2:14 Right? 2:17 And if you're on Android—by hook or by crook— 2:19 they're going to try and get you to use Google+. 2:22 Take a picture—hey! 2:23 It goes right to Google+. 2:25 Share it on Google+. 2:27 I've got my contacts. 2:29 Hey, wouldn't you want to put that contact in a circle? 2:30 All right. 2:33 And they've got some not-so-secret weapons, as well. 2:34 Who here uses Chrome? 2:37 Hey! Look at that! 2:39 Top browser. 2:41 Who here uses Gmail? 2:43 Hey! Look at that! 2:46 Who uses Google Docs? 2:47 Hey! 2:49 They own the spice. 2:51 That's a Dune reference. 2:52 All right? 2:54 They own the whole thing. 2:56 They're gonna win here. 2:57 All right. 2:59 So why should you care about Google+? 3:01 This guy—he's a little smart about search, I guess. 3:03 All right. 3:06 Danny Sullivan. 3:07 He said a long time ago—actually when it first came out— 3:08 if you care about search, you have to care about Google+. 3:11 And earlier today Cyrus Shepherd made a great thing. 3:16 He said—you know—people are comparing Google+ as a social network, 3:19 and it is social. 3:24 But really it's about search. 3:25 And that's what I'm here to show you today. 3:28 Now I wrote a Google+ SEO guide, 3:29 and it was really focused on personal profiles and not brands. 3:32 And today I wanted to talk more about how to use this for brands 3:37 because that's what you guys are going to be doing. 3:40 So first, I also want to thank the seomoz team and Rand 3:42 because this guide was in one of those emails—those top 10 things— 3:45 and who said it earlier—the spike? 3:49 Yes! You get a huge spike when you're in that newsletter. 3:52 So thank you. 3:54 It's great to get some more readership there. 3:55 So this—that little person icon there. 3:59 It's so small. 4:05 But it's so powerful—hugely powerful! 4:06 I am not going to call this product by its given name by Google. 4:09 It's a stupid, stupid name. 4:13 All right? 4:14 So I will call it Search+. 4:15 I might call it personalized search. 4:16 But I'm not going to call it that. 4:18 All right. 4:20 So I had a little dilemma because I've kind of ruined my own personal profile 4:21 and even my account for my brand. 4:27 I needed to start from the beginning 4:30 to show you a concrete example of why Google + can work for you. 4:32 So my wife—not an earlier adopter— 4:36 she's just getting into Facebook, right? 4:39 So I said, "Hey! Great. You have a Gmail address though." 4:41 "Let me take your account, and I'll sign you up and we'll—I'll—experiment with it." 4:43 So I also wanted to use her because there's this knowledge— 4:49 this sort of idea— 4:53 that it's a social network for Googlers—a whole bunch of nerds. 4:54 There are no women there. 4:57 There's no—my customer is not there. 4:58 Right? 5:02 So I went on, and I said, "Okay. Let's see what we've got here." 5:02 All right. Oh, look. 5:05 Find other peoples of interest. 5:07 Let's pick fashion. 5:08 And you go through and here are the suggested users. 5:10 And even I was kind of shocked. 5:14 I started to go through this. 5:16 You know—H&M, Gucci, Burberry, Hugo Boss— 5:18 they have over one million people circling them right now. 5:22 Being on this list and being on Google+—as you'll soon see—is huge! 5:27 So I went through, and I circled some people. 5:31 And I said, "Okay. Let's build up 8, 9, 10." 5:33 I didn't want to do too many. 5:35 And I said, "Okay. Let's search for something which is 5:37 about one of these brands or this sort of vertical." 5:40 I picked out stirrup bag. 5:45 It turns out to be a 3 thousand dollar bag from Gucci. 5:49 Why you'd do that I don't know. 5:52 But this is the side-by-side comparison of a generic search with that little world icon. 5:54 They're number one. 6:01 That's great! 6:02 Super! 6:03 Good job! 6:04 But on personalized search—look at that! 6:05 Four! 6:08 I got 4 spots on that SERP if that is a personalized search 6:09 because I've opted into have Gucci. 6:14 Gucci shared this. 6:17 There's a tweet. 6:19 Here are images of it. 6:20 There are 2 pages on their site for it. 6:21 Huge! 6:24 So it was really great. 6:26 Mike King—great presentation, right? 6:28 And he had that great Mad Men quote. 6:30 You know—showed the bad man and said, 6:32 "Hey, are you happy with 50 percent market share?" 6:34 No! 6:37 You want it all! 6:37 SERP domination. 6:39 That's what Google+ can give you simply by getting someone to circle you 6:40 because Google wants to return relevant results. 6:45 If they know—hey—you like Gucci. 6:47 When you search for something that we know is related to that, 6:51 we'll give you more of it. 6:53 Get all the positions. 6:57 Right? 6:59 That's what Google+ gets you to do. 7:00 Screw social. 7:03 I mean—not—but you know. 7:03 But this is what it can really get for you. 7:06 But I know. 7:08 Come on! 7:11 If you read me, you know I'm going to use LOLcats in this presentation. 7:12 Skeptical cat is skeptical. 7:15 Right? I can hear you. 7:18 You're thinking.... 7:19 "How many people are really logged into Google when they're searching?" 7:20 But you know what? 7:24 We know! 7:26 You know how we know? 7:27 Not provided, right? 7:29 What did Rand say in his opening? 7:32 What's the seomoz not provided trap? 7:35 It gets close to 60 percent. 7:38 Jonathan Coleman—I think he told us—26 percent on REI. 7:39 Think those REI people are highly technical folks? 7:43 I don't think so. 7:46 Thirty-six, forty percent on my site. 7:47 Huge! 7:50 Matt was wrong. 7:51 I don't think he was actually wrong. 7:53 I think he was just not predicting that Google+ would take off. 7:54 All right? 7:57 People are using it and—like I said— 7:58 they have a built in mechanism to make sure that you continue to use it. 8:00 All right. 8:04 Now I have experienced some good results for it, 8:06 but the proof is in the pudding, right? 8:08 So let's look at some results that other people are experiencing. 8:10 So Kevin Gibbons—you probably know of him from SEOptimise 8:14 and now Quaturo. 8:17 Check it out—new content marketing firm. 8:18 Forty-two point six increase 8:21 in organic traffic for clients who are actively using Google+. 8:23 Yeah—it doesn't work. 8:26 Don't do it. 8:28 Third sock. 8:30 Or Mark Traphagen— 8:31 and I can see him right over here—there he is—from Virante. 8:33 He's working with somebody, 8:37 and this is for a small business. 8:38 You know, I'm using some big brands, but it works for small businesses too. 8:40 They've got a good problem. 8:43 They're getting so many leads through Google+, 8:45 it's kind of tough to keep up with them. 8:47 Then you've got Tim Moore from Crush IQ has an interesting— 8:49 interesting case study on engagement on Facebook versus Google+. 8:53 He'll even tell you—he's probably invested a little bit more in Google+. 8:59 But the numbers are pretty impressive. 9:02 So check out the bitly stuff. 9:04 If all goes through hopefully, and you can take a look at it later. 9:06 So hopefully I've gotten you to the point where you say, "Yes! Let's do this." 9:09 "Let's go down the rabbit hole." 9:15 "I need a Google+ page for my brand." 9:16 So let's talk about—first thing—you've got to set up a profile. 9:19 All right. 9:21 Here's the most important part. 9:24 Those links. 9:27 Link all your social accounts. 9:29 Gucci, on Facebook, on Twitter, on Foursquare, on Tumblr, on YouTube, 9:32 on Gucci Timeless, which I don't even know what that is. 9:36 All right. 9:39 Because when you do searches, and here's one— 9:40 a really generic one—summer style, right? 9:44 Not only is it sharing and saying, 9:48 "Hey, yeah, we found some Gucci stuff." 9:49 This is shared from Facebook. 9:51 This isn't shared on Google+. 9:53 You've already done this on Facebook. 9:57 They're pulling in other stuff. 9:58 When Google knows that you have circled a brand 10:00 and you have those in the social profile and they're linked up, 10:04 they will go an yank everything. 10:07 Even on my prior one on that SERP, 10:09 they were bringing in a Tweet. 10:11 All right? 10:12 And what you get—all your social belong to Google, right? 10:13 They want it all. 10:19 They don't care. 10:20 They want the results to be more relevant. 10:21 Not only that. 10:24 I think we all know—at least I do—when you're searching Google, 10:26 that's intent harvesting. 10:32 That's not intent generation. 10:34 I'm a big fan of these terms. 10:35 You're harvesting intent. 10:37 You're getting them at the exact time that you should. 10:38 The exact time when they're interested. 10:40 So why wouldn't you want to have an accelerator—a boost? 10:43 You've already invested all that stuff on Twitter and Facebook. 10:47 Why wouldn't you want to use Google+ 10:49 to make sure that it also shows up when they're searching for it? 10:51 Do it! 10:53 Rel=Publisher. 10:57 It's sort of like Rel=Author, which I'm going to talk about later. 10:58 But for brands. 11:01 It basically says—you know—certify that you're the brand. 11:02 This is your page. 11:06 And it's only supposed to be on your home page. 11:08 You can use this really ugly badge if you want. 11:10 I hate it. 11:15 I think it looks awful. 11:16 Or you can just simply put the Rel=Publisher parameter on 11:17 a G+ icon and your social stripe at the bottom of your page. 11:22 But go through the bitly. 11:26 It has instructions for Rel=Publisher. 11:28 They're pretty straightforward. 11:30 All right. 11:33 Words Matter. 11:34 Now here's where maybe your social people shouldn't be doing as much of this, 11:34 and you need to get in here because I'm a big bicyclist. 11:39 I love bicycling. 11:43 Thank you—all right—very good. 11:44 The internal search on Google is—quite frankly—pretty bad. 11:49 Hopefully, it'll get better. 11:54 You can see that— 11:55 it's like, oh, well you've got to have bicycling in your name 11:56 or really close to your profile. 11:59 But please—here's the Tour de France. 12:02 All right. 12:05 The most favorite race of the year. 12:07 In their profile, not once do they mention the words bicycle, bicycling, or bike. 12:10 All right. 12:14 Fail! 12:15 Words matter. 12:16 Put the stuff that matters. 12:17 I'm not talking keyword stuff and don't spam this. 12:19 Use the syntax that your customers are going to be using to find you, 12:21 and hopefully, you'll show up. 12:26 And over time, Google will get better at this, and they will show you more. 12:27 All right. 12:31 So next, let's talk about migration because you get this profile set up, 12:34 and you need to then say—okay—we need to move some of our people over. 12:38 Your goal here is—just—you've spent all this time getting a following 12:41 on Twitter and Facebook. 12:46 And you're not actually telling them—hey—stop using Facebook. 12:49 You're just saying—hey—come on over. 12:51 We have a Google+ account now and a page, and we want you to circle us. 12:53 Your goal is just to get them to circle you because you want all the positions. 12:57 How do you do that? 13:03 One—exclusive content. 13:05 Do something that you're only going to do on Google+ 13:07 and then talk about it on Facebook and Twitter— 13:10 simple, easy thing to do. 13:12 And you know what? 13:14 One of the best ways to do that is a hangout on air. 13:14 This is—has anybody done this? 13:18 Who's done this—a hangout on air? 13:21 Well I know Mark has. 13:22 All right. 13:24 I think he's on this one, isn't he? 13:24 Yeah. 13:26 All right. 13:27 Hangout on air. 13:28 Now here I get to talk with John Mueller and Miley. 13:29 Right. Okay. 13:31 And these are live streamed public videos. 13:33 So maybe you have a brand and you want to do an interview. 13:39 Stream it live. 13:41 Even the best part—after it—you get a YouTube video— 13:42 instant content marketing. 13:45 All right. 13:47 Only there. 13:48 The other one—just tell them to circle you. 13:50 Right? 13:54 You should circle me on Google+ now. 13:56 All right. 13:58 And there's actually an interesting study on how someone sort of 13:59 figured out the terms to get someone to circle them. 14:03 It was actually on Twitter. 14:06 But same thing applies here for Google+. 14:07 You've got people. 14:11 Tell them. 14:12 "Hey! We've got a page. Circle us now." 14:13 Then you've got to share. 14:18 Because you can't have an empty husk of an account, 14:19 and you can't just set up a Google+ account and have people circle you 14:21 and then not share anything. 14:24 So let's talk about sharing tips. 14:26 Tame your ego. 14:29 Do not make your customer look like Jan Brady here. 14:30 Not sure—some of you might not even know The Brady Bunch. 14:35 That would scare the hell out of me. 14:37 All right. 14:39 Of course, these are people who are fans of yours. 14:41 So they're going to want to hear from you, but I'm a big fan— 14:44 curate your niche. 14:47 Share and promote others. 14:48 You will win. 14:50 You want to be the authority. 14:50 You want to be the place people always go to and sometimes you can share 14:52 things that are adjacent to your industry. 14:55 All right. 14:57 Put it in there. 14:59 You want to drive value into that Google+ 15:00 stream so that they're interested all the time. 15:02 The other one—re-share. 15:04 Just like a re-Tweet. 15:06 If you're on Google+ and you see something interesting—re-share it. 15:08 It's just the right thing to do. 15:11 Be a good citizen. 15:13 And you can also go native. 15:17 One of the interesting things is that Google+ can almost serve 15:19 as a micro blogging platform. 15:22 So here I was actually catching up on Breaking Bad. 15:24 I said, "Hey, would anybody know what I meant if I measured— 15:28 if I said half measure and full measure?" 15:32 Does anybody here know what I would mean if I said that? 15:34 Only a few. 15:37 Come on! 15:38 You've got to watch this show. 15:39 All right. 15:40 And within—I don't know—about 20 minutes, 15:43 I was ranking on this term. 15:45 This is logged out. 15:47 This is not personalized. 15:48 Right? 15:49 There's 49 comments, and this is basically a whole bunch of us saying, 15:52 "What the hell is going on?" 15:55 "Oh my god, you just got this on." 15:56 It's there, and you know—this is crazy. 15:57 So you can use these, and you can use keywords and sure. 16:00 This is a super long tail term, but guess what? 16:04 We're SEOs? 16:08 We know how to do the long tail, don't we? 16:08 We know how to use that to our advantage. 16:10 Then we get to formatting. 16:15 And Google+ doesn't do a lot of this. 16:16 It's really pretty shitty. 16:19 You've only got a few options. 16:21 But there's some options that you should be using. 16:23 All right. 16:25 And the first one here—there we go—is create a title tag. 16:26 Pleeaase! 16:31 All right. Now the highlighting is actually me on the slide. 16:32 You don't get highlighting. 16:36 But you do get to bold something. 16:38 Right? 16:39 And you put bold. 16:40 You put the little asterisks next to it, 16:41 and if you want it to be italic you put underscores next to everything. 16:42 Go on to Google+ and type cheat sheet or whatever and you'll see it. 16:46 It'll come up. 16:50 All right. 16:51 Not only is this good for what I'm going to show you before, 16:53 but it's good for readability, damn it. 16:55 I'm a big thing on readability. 16:57 Make it readable. 16:59 Make it so when they're scanning it, 17:00 you know exactly what that topic is about. 17:01 In this case, you're writing your title. 17:03 You're writing the title that shows up on Google. 17:06 Right. 17:08 And sure enough—logged out, not personalized. 17:09 I rank number one. 17:12 Now that's also because I have a little bit of trust and authority because 17:13 I've been on Google+ since the beginning. 17:17 I've got 25 thousand people following me, 17:18 and I'm on there constantly. 17:21 But I also rank number 7 for just Google—what is it— 17:22 Google query operator. 17:27 Again—logged out. 17:29 That's the power that if you invest in it you can do. 17:30 Use keywords. 17:33 All right. 17:34 Again don't spam. 17:36 But if you want to come up in search for these things, use— 17:37
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