Connecting Social pages with Webmaster Tools for Even More Data About Your Audience
At November’s State of Search Conference in Dallas, Texas, we were thrilled to have Duane Forrester, Sr. Product Manager – Webmaster Outreach at Bing as our closing keynote speaker and bring us some new news about Bing Webmaster Tools.
Duane is a great speaker, fun to listen to and has great insights to offer. While it may seem that he’s jumping from topic to topic, he’s actually giving a wonderful presentation with great information. Duane is also very personable – we had a fun conversation about my experience tweeting to a local restaurant about bad service –not getting a response.
At the beginning of his presentation, he offered some breaking news from Bing – about Connected Pages. Duane works within Bing’s Webmaster Tools, and announced that you can now connect your social pages to your analytics to gain further visitor, keyword and clickthrough data from beyond your actual website.
“Now, in addition to the current data you have access to on your own website(s), you can also claim official social pages, connect them to your account and see similar data as it relates to those connected locations. Ever wonder which keywords are sending traffic to your official Facebook page? Curious to know who’s linking to your Twitter page? Well, now you’ll know.”
All that is required is that the pages you connect include a link back to your official site e.g. a destination within your website. Pages that can be linked to your Bing Webmaster Tools account include Facebook, Twitter, LinkedIn, Google+, Windows Store, Google Play, Apple Store, Pinterest, Windows Phone Store, YouTube, Instagram, MySpace. The data, once links are verified, will begin to populate within 72 hours.
There’s almost an unlimited number of uses for this data. Being able to unify your social accounts with your search marketing data from Bing will assist you in optimizing all of your profiles as well as to understand more clearly who your audience is for each account. And this is key: creating content with the right voice for each target audience will invariably lead to higher engagement, more shares, interaction and conversions.
There were many other interesting observations made within Duane’s speech, particularly about the evolution of mobile and the expansion of digital. In order to check it out – whole conference by the Dallas/Fort Worth Search Engine Marketing Association (DFWSEM) provided much new information and food for thought. From Rand Fishkin’s opening keynote to the very end, all the speakers’ presentations from the State of Search conference are worth a look.
At the Dallas Search Engine Academy, we regularly attend these industry conferences so we can bring you breaking news like this and stay on top of the changing Internet marketing and social media landscape. Attend our SEO Training Classes or call us at 214-550-4310 to schedule a complimentary 20 minute introductory phone meeting.