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Analyzing the impact of social media

From: SEO Fundamentals

Video: Analyzing the impact of social media

SEO experts in the industry have been testing social shares and how search engines may be handling these signals in their algorithms to rank pages for quite a while now. And Google has stated what most SEOs now believe. They do use social signals to determine rankings. Let's take a look at a few ways to measure how your content is being shared and identify the most shareable content on your website. Because social sharing has an impact on your rankings, it's important to look at what's worked in the past, so that we can make improvements in the future.

Analyzing the impact of social media

SEO experts in the industry have been testing social shares and how search engines may be handling these signals in their algorithms to rank pages for quite a while now. And Google has stated what most SEOs now believe. They do use social signals to determine rankings. Let's take a look at a few ways to measure how your content is being shared and identify the most shareable content on your website. Because social sharing has an impact on your rankings, it's important to look at what's worked in the past, so that we can make improvements in the future.

There are lots of tools out there to measure and manage social media these days, but one you should take a look at is called Social Crawlytics. You can use this tool to audit your pages and see how many shares from a variety of social channels are pointing to your site. Social Crawlytics covers eight social media channels: Facebook, Twitter, Delicious, LinkedIn, StumbleUpon, Digg, Google+, and Pinterest. To start, you can log in with your Twitter account, and you'll just need to enter a website address in the dashboard screen to initiate the crawling process.

We'll use my own company's website, www.cardinalpath.com, as our example. Depending on how deep your site structure goes, you may need to adjust the Crawl depth from two to three or four. This tool will only crawl HTML content pages, so keep in mind that if you have other types of files on your site, they will be discarded from the report. When you're ready, click Submit and the tool will start crawling and processing the results for your domain. It may take up to 10 minutes for your report to finish.

The completed report will appear in the Reports tab, and you'll find a page filled with figures and charts. The Summary tells us how many times your website's pages were shared, up to the depth you specified for the crawl. Here, we can see around 1100 shares of the 148 pages of our website's content that was scanned. The Page shares per network bar chart breaks down all of the pages crawled, and shows you which channels were most active. In this case, we can see that Twitter and LinkedIn are very active channels for us, and this kind of information helps us understand where we have a strong presence we can take advantage of, as well as which networks we might want to work on.

Hovering over any of the slices of data will show us the actual content that was shared on that channel. Further down the page, you'll find a table with the results listed by page URL. Here is where you can see the raw number of shares from each channel, along with a count of all shares added up under the Total column. Having this data to look at, as you continue to create and promote content on your pages, can help you determine how useful and shareable your content is. By analyzing what kinds of pages tend to get shared and how effective your promotion strategies are, you'll be able to ensure that you're authoring the right kind of content, and promoting it in a way that will get it out there in the social networks, for both people and search engines to find.

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This video is part of

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SEO Fundamentals

64 video lessons · 45557 viewers

David Booth
Author

 
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  1. 1m 34s
    1. Welcome
      1m 19s
    2. Using the Facilitator's Guide
      15s
  2. 11m 46s
    1. What is search engine optimization (SEO)?
      4m 6s
    2. Reading a search engine results page
      2m 17s
    3. How SEO affects your business
      2m 38s
    4. Setting SEO expectations
      2m 45s
  3. 20m 49s
    1. Why you need a keyword research plan
      2m 47s
    2. How to research keywords
      3m 23s
    3. Tools to help you analyze keywords
      4m 43s
    4. Understanding keyword attributes
      3m 46s
    5. Understanding keyword distribution
      3m 50s
    6. Ongoing keyword evaluation
      2m 20s
  4. 26m 8s
    1. Understanding content optimization
      2m 14s
    2. Optimizing for site structure
      3m 41s
    3. Recognizing different types of content
      2m 23s
    4. Optimizing textual page elements
      8m 30s
    5. Optimizing non-text components of a web page
      4m 0s
    6. Analyzing content quality
      2m 39s
    7. Exploring the benefits of user-generated content
      2m 41s
  5. 22m 12s
    1. Interpreting the code behind web pages
      3m 9s
    2. Understanding how search engines index content
      2m 37s
    3. Working with canonical URLs and redirects
      2m 59s
    4. Leveraging microformats
      2m 39s
    5. Working with server-side factors
      3m 18s
    6. Using Google Webmaster Tools
      3m 58s
    7. Using Bing Webmaster Tools
      3m 32s
  6. 30m 53s
    1. Overview of long-term content strategizing
      2m 44s
    2. Planning a successful content strategy and avoiding common mistakes
      3m 46s
    3. Defining your audience, topics, angle, and style
      4m 17s
    4. Understanding different types of content
      4m 25s
    5. Getting ideas for content
      4m 0s
    6. Working with an editorial calendar
      3m 33s
    7. Promoting your content with social media
      3m 52s
    8. Measuring content performance
      4m 16s
  7. 18m 28s
    1. Understanding the importance of links
      4m 49s
    2. Building internal links
      2m 5s
    3. Building external links
      4m 19s
    4. Finding link-building opportunities
      4m 36s
    5. Executing a link-building strategy
      2m 39s
  8. 16m 32s
    1. Measuring SEO performance
      4m 10s
    2. Analyzing keywords
      5m 13s
    3. Analyzing links
      4m 9s
    4. Analyzing the impact of social media
      3m 0s
  9. 18m 45s
    1. Understanding SEO and ecommerce
      2m 36s
    2. Working with semantic HTML
      2m 22s
    3. The technical components of ecommerce
      3m 9s
    4. Exploring ecommerce information architecture
      2m 38s
    5. Producing ecommerce content
      2m 33s
    6. Leveraging link building and social media for ecommerce
      3m 12s
    7. Adapting ecommerce websites for international audiences
      2m 15s
  10. 25m 38s
    1. Understanding local search
      3m 14s
    2. Understanding Google+ Local
      3m 0s
    3. Setting up and optimizing Google+ Local
      4m 46s
    4. Getting more citations
      3m 52s
    5. Getting more reviews for your business
      3m 43s
    6. Optimizing your website for local search
      4m 13s
    7. The future of local search
      2m 50s
  11. 15m 48s
    1. Understanding cultural aspects of international SEO
      2m 30s
    2. Optimizing technical content for international audiences
      2m 57s
    3. Optimizing translated and localized content
      2m 9s
    4. Building links for an international audience
      2m 47s
    5. Analyzing and measuring an international SEO campaign
      2m 17s
    6. Avoiding pitfalls with international SEO
      3m 8s
  12. 1m 10s
    1. Determining your next steps
      1m 10s

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