This document summarizes research on the relationship between social sharing, organic search rankings, and click-through rates (CTRs). It finds that while social shares do not directly impact rankings or CTRs, there are positive correlations. Content with high social engagement rates, rather than just shares, tends to see above-average CTRs and better organic search performance. The document also outlines "unicorn CTR hacks" like testing headlines, advertising content, and remarketing to drive social engagement and search success.
4. What do recent studies say about
social sharing, CTRs and rankings?
Are there correlations between social
sharing, organic rankings, views and
CTRs?
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
10. 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
11. 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
12.
13. Is there a relationship
between social sharing and
factors such as dwell time and
click through rates?
14. 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
15. 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
16. The article was
shared 45,000+
times with tons of
comments on social
media.
Many rants about
people commenting
on articles without
reading them.
17. The less time we spend reading an article
the more likely we are to share it.
Source: Chartbeat
18. 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
19. 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
20. 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
21. 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
22. “The pattern of clicks created from social media
clearly favors a blockbuster model.”
24. 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.
25. 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
26. 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)
29. 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.
30. ‘How To’ Posts
15% of posts with more than 3,000 shares were “how”, “how
to” or “ways to”
60. Relative Organic CTR vs. Facebook Post Engagement Rate
Higher Post Engagement =
Higher Organic CTR!
61. 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
62. Above Average Organic CTR = Better Rankings
+/- 3% Increase in
Post Engagement
+/- 1 Spot in Organic
Position
78. 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
79. 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
80. 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
81. So Test 10 Different Headlines
Unicorn Headlines = Top 10% Odds of Finding
Unicorn = 1:10
82. How to Spot the Unicorn?
You Need 10 *Different* Headlines!
85. 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.