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[NEW DATA] Does Social Sharing Impact Organic Ranking & Cost Per Click?

WordStream and Buzzsumo have joined forces to bring you ground-breaking research that will forever change the way you look at Social Media, PPC and SEO.

Don't miss out on the chance to learn new tactics to fully maximize your click-through-rates across advertising platforms.

You'll learn:
-What recent studies say about social sharing, CTRs and rankings
-The correlations between social sharing, organic rankings and cost per click
-Things you should be doing to ultimately drive audience engagement
-Tips to shape your next content-fueled campaign

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[NEW DATA] Does Social Sharing Impact Organic Ranking & Cost Per Click?

  1. 1. Does Social Sharing Impact Organic Rankings & Cost Per Click ? Featuring: Larry Kim & Steve Rayson
  2. 2. Steve Rayson @steverayson steve@buzzsumo.com Larry Kim @LarryKim lkim@wordstream.com
  3. 3. Data Insights To Create Better Content
  4. 4. What do recent studies say about social sharing, CTRs and rankings? Are there correlations between social sharing, organic rankings, views and CTRs?
  5. 5. Brian Deane lists 205 different ranking factors: • Some proven • Some speculation They include factors such as: • Social shares • Dwell time • Click through rates http://backlinko.com/google-ranking-factors
  6. 6. Searchmetrics 2015 study: Ranking Correlations: 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 CTR Google + Facebook Twitter Links Time on site
  7. 7. Moz 2015: Social Shares Ranking Correlations Facebook Total Google + Facebook Shares Facebook Likes Facebook Comments Twitter Shares
  8. 8. tylervigen.com/spurious-correlations
  9. 9. Correlation not Causation “Sites that tend to get high social engagement also tend to be sites that are so good that they also attract many other signals (such as links) that do actually contribute to search ranking.” Matt Cutts
  10. 10. Social Sharing & Traffic “Social media accounts for 30% of the overall visits to web sites, which is higher than visits due to organic search results from search engines.” https://hal.inria.fr/hal-01281190/document
  11. 11. Is there a relationship between social sharing and factors such as dwell time and click through rates?
  12. 12. Looked at dataset 2.8 million shares and 9.6 million actual clicks to 59,088 unique url resources. News sites: BBC, Fox, NY Times, Huffington Post and CNN. https://hal.inria.fr/hal-01281190/document
  13. 13. Social Click Through Rates “59% of the shared URLs are never clicked.” “90% of all clicks are distributed among URLs shared 9 times and more.” “People are more willing to share an article than read it.” https://hal.inria.fr/hal-01281190/document
  14. 14. The article was shared 45,000+ times with tons of comments on social media. Many rants about people commenting on articles without reading them.
  15. 15. The less time we spend reading an article the more likely we are to share it. Source: Chartbeat
  16. 16. Dwell Time: Relationship With Social Shares Chartbeat looked at behavior across 2 billion visits and found: • Most people read 50% of an article, scroll depth higher if contains photos. • 55% spent fewer than 15 seconds actively on a page. • 5% of readers don’t scroll at all, they just leave the page without interacting. • Little correlation between Twitter shares and amount of article consumed. Source: Tony Haile, CEO of Chartbeat
  17. 17. Outbrain Study of CTRs (200 Publishers) Similar to rankings: positive correlation but not causation. http://www.outbrain.com/wp-content/uploads/2016/04/eyes-social-engagement-16.pdf
  18. 18. BuzzSumo Moz Study: Correlation Shares & Links • Total shares : Referring Domain Links 0.021 • Total shares : Sub-domain Links 0.020 • Total shares : External Links 0.011 https://moz.com/blog/content-shares-and-links-insights-from-analyzing-1-million-articles Sample 1m random posts
  19. 19. BuzzSumo Moz Study: Correlation Shares & Links Highly shared posts had a higher correlation of shares and links. https://moz.com/blog/content-shares-and-links-insights-from-analyzing-1-million-articles
  20. 20. “The pattern of clicks created from social media clearly favors a blockbuster model.”
  21. 21. 100k Random Posts 50% articles had less than 8 shares
  22. 22. Distribution of B2B Content Shares (100 top Marketing/Technology sites) Only 4% (4,500 of 114,000 posts) got more than 3,000 shares. Likely to achieve much higher links and clicks.
  23. 23. Summary of the Research No correlation between shares and reading or dwell time. But we do see positive correlations for: • Shares - Traffic • Shares – Rankings • Shares – CTRs
  24. 24. Summary of the Research We see much higher correlations for blockbuster content. They are unicorns that win on everything eg shares, CTRs, views and links. We can observe some common content elements for these unicorns. (We will look at these later)
  25. 25. What are common elements of blockbuster posts?
  26. 26. Common Elements
  27. 27. List Posts 30% of all B2B posts with more than 3,000 shares were list posts. List posts beginning with 10 averaged 6,398 shares List posts beginning with 5 averaged 5,214 shares.
  28. 28. ‘How To’ Posts 15% of posts with more than 3,000 shares were “how”, “how to” or “ways to”
  29. 29. Have You Witnessed This Phenomenon Before?
  30. 30. Exhibit 1: “catchy email subject lines”
  31. 31. Top Organic Listing!!
  32. 32. Nearly a Half-Million Visits from Organic Traffic!
  33. 33. Blog post has 1352 shares!
  34. 34. Exhibit 2: “best free survey sites”
  35. 35. Top Organic Listings!!
  36. 36. Nearly a Quarter Million Visits from Organic Traffic!
  37. 37. Blog post gets 1189 shares!
  38. 38. Exhibit 3: “develop presentation skills”
  39. 39. Top Organic Listings!!
  40. 40. Nearly a 100k Visits from Organic Traffic!
  41. 41. Blog post gets 956 shares!
  42. 42. 3 Random Facts About Larry
  43. 43. 1. Obsessed About Quality Score
  44. 44. 2. Originally From Winnipeg
  45. 45. Live in Harvard Square Cambridge, MA
  46. 46. WordStream’s Headquarters 2008 2016
  47. 47. 3. Have a 2-year old Kid (#ppckid)
  48. 48. Organic Ranking vs. Social Shares: What We Know • Social Shares ~ Traffic • Shares ~ Organic Rankings • Shares ~ CTR (a) What’s causing correlations (b) Why aren’t they stronger?
  49. 49. Google: “No”.
  50. 50. What’s the Difference? Social Shares Social Engagement Rates vs.
  51. 51. Social Engagement Rates = (Total Unique People Who Engaged With Your Post) / (Total Unique People Who Saw Your Post)
  52. 52. Social Shares Don’t Equal Engagement Rates Greater Paid/Organic Social Promotion = More Shares!
  53. 53. Larry’s Idea: Compare Social Engagement Rates vs. Organic CTRs
  54. 54. Download Facebook Post Engagement Data from FB Insights
  55. 55. Download Query Data From Google Search Console
  56. 56. Relative Organic CTR vs. Facebook Post Engagement Rate Higher Post Engagement = Higher Organic CTR!
  57. 57. Summary: Two Key Findings Organic CTR vs. Social Engagement Rates 1. Same emotions that make people share things cause high search CTR 2. Partially true for headlines with unusually high CTRS
  58. 58. Above Average Organic CTR = Better Rankings +/- 3% Increase in Post Engagement +/- 1 Spot in Organic Position
  59. 59. The Old Theory High Social Shares = High Organic Rankings
  60. 60. The New Theory High Social Shares = High Social Engagement Rates = Above Average Organic CTRs = High Organic Rankings
  61. 61. 7.4% Engagement Rate When Shared on FB!
  62. 62. 8.5% Engagement Rate when Shared on FB
  63. 63. 7.1% Engagement Rate When Shared on FB
  64. 64. What Does all it Mean?
  65. 65. Click Through Rate Matters (a Great Deal!) Unicorn CTR = Lots of Social Shares = Great Organic Rankings … AND …
  66. 66. Higher CTRs = Higher Conversion Rates
  67. 67. Higher CTRs = Higher Quality Scores
  68. 68. Higher Quality Scores = Higher Impression Share!
  69. 69. Social Media: More Shares! Organic Search: Better Rankings! Paid Search/Social: +Impressions, -CPC, +Conversion Rates Virtuous Cycle of Unicorn CTRs:
  70. 70. Larry Knows Too Much... Soon They Will All Know the Truth
  71. 71. 3 Unicorn CTR Hacks
  72. 72. Unicorn CTR Hack #1: Audition More Headlines
  73. 73. The Top 9 Emotions That Make People Click Like Crazy: • Laughter • Amusement • Curiosity • Awe • Anger • Fear • Joy • Empathy • Sadness Step 1: Leverage These Emotional Triggers
  74. 74. The Bearer of Bad News The Hero/Villain The Comedian The Feel Good Friend Step 2: Write Headline Copy From Perspective of One of These Personas
  75. 75. Format List post, quiz, Infographic Emotional Hook Emotional word or superlative Content Type Images, quotes, pictures, facts Topic Love, cats, dogs, fitness, health, Donald Trump 4 AWESOME SEO STRATEGIES TO DEFEAT RANKBRAIN Step 3: Use This Title Template Commonly Employed By ‘Viral’ Articles
  76. 76. So Test 10 Different Headlines Unicorn Headlines = Top 10% Odds of Finding Unicorn = 1:10
  77. 77. How to Spot the Unicorn? You Need 10 *Different* Headlines!
  78. 78. Use AdWords to Test Headlines
  79. 79. Unicorn CTR Hack #2: Advertise!
  80. 80. How Advertising REALLY Works STEP 1: Promote Inspirational / Memorable Content about Your Brand to your Target Market STEP 2: People See The Ad, But Don’t Necessarily Take Action Right Away. (But Become Biased) STEP 3: Later when the Need Arises, People either: Do a Branded Search for Your Stuff Do Un-Branded Search but Biased Towards Clicking & Buying From You.
  81. 81. Interests Targeting
  82. 82. Demographic Targeting
  83. 83. Behavioral Targeting
  84. 84. Unicorn CTR Hack #3: Remarket!
  85. 85. Returning Visitors: 1. Existing Customers 2. 1-Day Remarketing Audience 3. 7, 30, 180-day Remarketing Audiences New Visitors: 1. Lookalike Audiences 2. Interest, Behavior & Demographic-Based Audiences. Larry’s Ad Targeting Stack
  86. 86. Conversion Rates Increase With More Ad Impressions Weird Thing About Remarketing
  87. 87. Summary: Just Say No to Donkey CTRs!
  88. 88. Special Offers!
  89. 89. Thanks!

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