Integrating SEO and Social Media     Focus on the Greater Whole
First Off... Who Am I?       Co-author: The Art of SEO       President: Stone Temple Consulting          25+ person SEO ...
SEO Defined (Traditional)     On Page SEO      1. Make site readable by search engines      2. Tell search engines what y...
SEOs Created Garbage Content@stonetemple / + Eric Enge
SEOs focused on tricks@stonetemple / + Eric Enge
But What About Users?@stonetemple / + Eric Enge
The User is Central to the Google Algo                               “that is a part of what                              ...
Enter Panda                                      Feb 23, 2011                                      Attacked poor        ...
Bad Link Building Practices@stonetemple / + Eric Enge
Bought Links@stonetemple / + Eric Enge
Does Your Anchor Text Look Like This?                    6% 12%             10%                                  11%      ...
Or, Like This?           Domain                 Brand Name@stonetemple / + Eric Enge   12
Matt Cutts on “Link Building”                                “It segments you into a                                mindse...
Enter Penguin                                       April 24, 2012                                       Attacked SEO li...
So SEO is Dead Right?@stonetemple / + Eric Enge
Social to the Rescue! …. ?@stonetemple / + Eric Enge
Facebook in US                                    150 Million                                    US Users            48.8%...
You Can Build Huge Audiences                             WOW!@stonetemple / + Eric Enge
Even if You Are Not a Huge Brand                                            201,859 Likes                                 ...
Friend’s Opinion@stonetemple / + Eric Enge
Strong Signal@stonetemple / + Eric Enge
Is Driving Likes the Answer?@stonetemple / + Eric Enge
Not So Fast!@stonetemple / + Eric Enge
Major Drivers … NOT!     Likes and +1s only ranking factors for friends     Shares not visible to Google     Tweeted li...
NOT on Facebook                             51.2% of the                              Population@stonetemple / + Eric Enge
10% Perform most of the                             Likes, Shares, +1s   20% Less Active, but Interact                    ...
<5% of the Population                 Actively Sending Social Signals@stonetemple / + Eric Enge
On using Likes as votes the way links are used:                             “…what does a like mean? Some                 ...
Noisy Signal@stonetemple / + Eric Enge
What About Direct Business from Social?       Low CTR on ads       Low conversion rates       Does your brand lend itse...
What of our Old Friend, SEO?                             SEO@stonetemple / + Eric Enge
Configure Your CMS@stonetemple / + Eric Enge
Title Tags Play a Big Role@stonetemple / + Eric Enge
The Meta Description               Can Influence Click Through Rate@stonetemple / + Eric Enge
Rel=Author@stonetemple / + Eric Enge
Rich Snippets@stonetemple / + Eric Enge
Saying SEO is dead                             is like saying your                   85 year old grandmother can          ...
Always Room for Creative Strategies!@stonetemple / + Eric Enge
An Integrated Approach@stonetemple / + Eric Enge
Social – SEO Synergy                                 Shared on                                 Google+                    ...
The Synergy We Are Looking For                                                             Influencers                    ...
Links You Won’t Get         Bad Anchor Text Mix         Article directories         Low value directories         Blog...
The Influencer Audience Factor                      YOU            INFLUENCER                  Your Reach         Their Re...
The Influencer Trust Factor                                                  20 Shares                                    ...
Creating Trust in One Relationship                             Personal Interaction                                   Give...
Likelihood to Share Formula                                    +                     +                                    ...
Creating Impressions                   Direct Outreach                               Potential Linker@stonetemple / + Eric...
Relationship Building Pyramid     Higher                                      Higher     Effort                           ...
Summary     Reach linkers by multiple channels        – Create great content        – Strong social media presences      ...
Link Building The Right Way                                “By doing things that                                help build...
Thank You!Eric Enge  eenge@stonetemple.com  @stonetemple  + Eric Enge  (508) 485-7751  www.stonetemple.com
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Integrating SEO and Social Media

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Integrating SEO and Social Media

  1. 1. Integrating SEO and Social Media Focus on the Greater Whole
  2. 2. First Off... Who Am I?  Co-author: The Art of SEO  President: Stone Temple Consulting 25+ person SEO and PPC firm  Trainer: Instant E-Training  Founder: Web Site Publishing Companies Publish web sites, grow them, then sell them 2 significant exits so far  Twitter: @stonetemple  Google +: +Eric Enge@stonetemple / + Eric Enge
  3. 3. SEO Defined (Traditional)  On Page SEO 1. Make site readable by search engines 2. Tell search engines what your site is about  Off Page SEO 1. 127,485 pages competing for your keyword 2. Why should you be first?@stonetemple / + Eric Enge
  4. 4. SEOs Created Garbage Content@stonetemple / + Eric Enge
  5. 5. SEOs focused on tricks@stonetemple / + Eric Enge
  6. 6. But What About Users?@stonetemple / + Eric Enge
  7. 7. The User is Central to the Google Algo “that is a part of what our algorithm does: work to find quality diverse results that help solve problems for users.” Google’s Matt Cutts@stonetemple / + Eric Enge
  8. 8. Enter Panda  Feb 23, 2011  Attacked poor content sites  Many updates since then (on version 3.9)@stonetemple / + Eric Enge
  9. 9. Bad Link Building Practices@stonetemple / + Eric Enge
  10. 10. Bought Links@stonetemple / + Eric Enge
  11. 11. Does Your Anchor Text Look Like This? 6% 12% 10% 11% 11% 13% 23% 14%@stonetemple / + Eric Enge 11
  12. 12. Or, Like This? Domain Brand Name@stonetemple / + Eric Enge 12
  13. 13. Matt Cutts on “Link Building” “It segments you into a mindset, and people get focused on the wrong things”@stonetemple / + Eric Enge
  14. 14. Enter Penguin  April 24, 2012  Attacked SEO link practices  Updates occur periodically@stonetemple / + Eric Enge
  15. 15. So SEO is Dead Right?@stonetemple / + Eric Enge
  16. 16. Social to the Rescue! …. ?@stonetemple / + Eric Enge
  17. 17. Facebook in US 150 Million US Users 48.8% of the Population@stonetemple / + Eric Enge
  18. 18. You Can Build Huge Audiences WOW!@stonetemple / + Eric Enge
  19. 19. Even if You Are Not a Huge Brand 201,859 Likes 3,427 Talking About This@stonetemple / + Eric Enge
  20. 20. Friend’s Opinion@stonetemple / + Eric Enge
  21. 21. Strong Signal@stonetemple / + Eric Enge
  22. 22. Is Driving Likes the Answer?@stonetemple / + Eric Enge
  23. 23. Not So Fast!@stonetemple / + Eric Enge
  24. 24. Major Drivers … NOT!  Likes and +1s only ranking factors for friends  Shares not visible to Google  Tweeted links can help Google discover content faster@stonetemple / + Eric Enge
  25. 25. NOT on Facebook 51.2% of the Population@stonetemple / + Eric Enge
  26. 26. 10% Perform most of the Likes, Shares, +1s 20% Less Active, but Interact 70% Simply Watch from the Sidelines@stonetemple / + Eric Enge
  27. 27. <5% of the Population Actively Sending Social Signals@stonetemple / + Eric Enge
  28. 28. On using Likes as votes the way links are used: “…what does a like mean? Some people like the page, some folks might like the content, some folks might just think it’s funny and likeable. As you said, the likes are a good signal, but they’re not a granular signal of what particular thing you’re actually expressing a like about.” Bing’s Stefan Weitz@stonetemple / + Eric Enge
  29. 29. Noisy Signal@stonetemple / + Eric Enge
  30. 30. What About Direct Business from Social?  Low CTR on ads  Low conversion rates  Does your brand lend itself to an audience?  What would you have to invest to get there?@stonetemple / + Eric Enge
  31. 31. What of our Old Friend, SEO? SEO@stonetemple / + Eric Enge
  32. 32. Configure Your CMS@stonetemple / + Eric Enge
  33. 33. Title Tags Play a Big Role@stonetemple / + Eric Enge
  34. 34. The Meta Description Can Influence Click Through Rate@stonetemple / + Eric Enge
  35. 35. Rel=Author@stonetemple / + Eric Enge
  36. 36. Rich Snippets@stonetemple / + Eric Enge
  37. 37. Saying SEO is dead is like saying your 85 year old grandmother can configure your web server@stonetemple / + Eric Enge
  38. 38. Always Room for Creative Strategies!@stonetemple / + Eric Enge
  39. 39. An Integrated Approach@stonetemple / + Eric Enge
  40. 40. Social – SEO Synergy Shared on Google+ Helps Drive New Circlers, Shares, +1s Traffic, Links, and New Subscribers@stonetemple / + Eric Enge
  41. 41. The Synergy We Are Looking For Influencers Sharing Shared on Google+ Helps Drive Your Stuff New Circlers, Shares, +1s Traffic, Links, and New Subscribers@stonetemple / + Eric Enge
  42. 42. Links You Won’t Get  Bad Anchor Text Mix  Article directories  Low value directories  Blog and forum comments  Link networks  Wordpress themes  Reciprocal links  Sites that do not care about content quality@stonetemple / + Eric Enge
  43. 43. The Influencer Audience Factor YOU INFLUENCER Your Reach Their Reach@stonetemple / + Eric Enge
  44. 44. The Influencer Trust Factor 20 Shares 10 Links 20,000 Connections 100 Shares 50 Links 20,000 Connections@stonetemple / + Eric Enge
  45. 45. Creating Trust in One Relationship Personal Interaction Give Back Value To Others@stonetemple / + Eric Enge
  46. 46. Likelihood to Share Formula + + Quality Content = Visibility Share Rate Relevance Trust in + Author/ + Referrer Unique Content +@stonetemple / + Eric Enge
  47. 47. Creating Impressions Direct Outreach Potential Linker@stonetemple / + Eric Enge
  48. 48. Relationship Building Pyramid Higher Higher Effort Value@stonetemple / + Eric Enge
  49. 49. Summary  Reach linkers by multiple channels – Create great content – Strong social media presences – Guest posting – Don’t be afraid to hit the road  Channels / Tactics change over time – Need to reach influencers does not@stonetemple / + Eric Enge
  50. 50. Link Building The Right Way “By doing things that help build your own reputation, you are focusing on the right types of activity. Those are the signals we want to find and value the Google’s Matt Cutts most anyway.”@stonetemple / + Eric Enge
  51. 51. Thank You!Eric Enge eenge@stonetemple.com @stonetemple + Eric Enge (508) 485-7751 www.stonetemple.com

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