Since accepting a role within Digital Services, I have experienced varying perspectives on search. From weekly videos of Rand Fishkin from MOZ, to weekly calls with other teams at Marriott. Much like every winter snowflake, each perspective is slightly unique compared to the next. That is why I didn’t hesitate when asked to attend State of Search’s 3rd Annual marketing conference in sunny Dallas, Texas.
(Image Source: State of Search)
As I stepped off the plane at Dallas Love Field Airport for the conference, I had three questions lingering in my notebook, all of which were I answered during my trip.
1.) Is social media a direct ranking factor in search?
(Image Source: State of Search)
To find the answer to this question, I sought out Mark Traphagen’s presentation from Stone Temple Consulting. Through his presentation of “Social Media & SEO: Separating Myth from Fact,” Mark leveraged video interviews from SEO Power Players. A video with Google’s Former Engineer, Matt Cutts, concluded that Google constantly monitors how they view social media pages, specifically Facebook and Twitter. In a later video, Matt Cutts goes on to say, “Sites that get lots of shares are so good, they likely also earn signals that do affect rankings, such as links.”
Google has been slowly indexing tweets for quite some time, and many believe the search engine favors higher authority users. Since the digital landscape has grown to an endless field, complete indexing will not be possible overnight (or any time soon). This does not mean brands with small followings should think any less of social media in search, it simply means that instead of being on social specifically for search rankings, use this space to build your brand and drive qualified traffic.
2.) How can I help others create more engaging content?
For any problem or question I have, the first place I visit is YouTube. From installing a new SSD on my MacBook, to jumping my car battery, YouTube has never let me down. With this in mind, I decided a presentation from former YouTube star Deandre Upshaw was going to be a presentation I wasn’t going to miss.
In “Creating Video Content that People Will Actually Want to Watch,” DeAndre was quick to point out that for moving content, the future continues to function in 60 second segments. This doesn’t mean each piece of moving content should be in this proximity, it means the total content digestion should take no longer than 60 seconds. On episodic platforms like Snapchat and Instagram stories, profiles can provide small segments that result in no more than 60 seconds of content.
The importance of having a stable shot is a given, but the importance of clear lighting and audio are proving be a heavier weighted factor. If you were to search for the first videos of the current viral phenomenon, you are likely to find poor audio or bad lighting. There is a constant desire to be an innovator and have your video posted first, but it usually results in violating the importance of lighting, audio or stability.
3.) Where should I go for dinner?
Before each conference Digital Services attends, we reach out to the team for suggestions of activities after the conference concludes for the night. In addition to asking my Digital Service coworkers, I enlisted the help of the Marriott Traveler website for all necessary recommendations.
Although State of Search had a fun filled schedule intricately planned, I found myself with a final night of dinner unaccounted for. This seemed to be the perfect opportunity to get a recommendation from Marriott Traveler’s website. After a quick conversation with my coworker who also attended the conference and a few scrolls on our smartphones, we found ourselves in a trendy area of Dallas with sidewalk lined boutiques and quaint restaurants. Among the restaurants was “the Porch” which Traveler highlighted with a heading “Graze Over Modern, Moderately Priced Meals.” From the candle lit tables to the pristine food presentation, Marriott Traveler had delivered a great recommendation and perspective for a first time Dallas visitor. My answer for navigating new cities was quickly answered for future occasions.
(Image Source: Ryan Sanecki)
Working in the digital emporium, we are bombarded with a variety of opinions and perspectives to answer various questions. With the opportunity to continue to grow my digital knowledge at conferences and trainings, I look forward to sharing my perspective on further digital growth.