Using Social Media to Build Killer Links

How Social Media Drives Killer
Links

+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting

The Synergy We Are Looking For

Shared on
Google+

Helps Drive
New Circlers,
Shares, +1s

Traffic, Links, and New Subscribers


#1!


The Value of Influencers

Your Reach Their Reach


The Influencer Conversion Bonus
20 Shares

10 Links

20,000 Connections

100 Shares

50 Links

20,000 Connections


Influencer Summary


Creating Trust in One Relationship
Personal
Interaction

Give Back

Value to
Others


Relationship Building Pyramid

1 on 1

Higher Meeting
Higher
Effort Meetups Value
Blogging

LinkedIn

Twitter

Facebook


Likelihood to Share Formula

Share Rate =

Relevance *

Uniqueness of Content *

Quality of Content *

Trust in Author *

Visibility


Likelihood to Link Formula

Share Rate =

Relevance *

Uniqueness of Content *

Quality of Content *

Trust in Author *

Trust in Referring Sources *

Impressions


Creating Impressions
Direct Outreach

• Media Sites
• Individual
Influencers

Broadcast

Potential
Linker
Shares


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


Case Study 1


Influencer Marketing


Blog
with
Quality
Content


Lots of
Guest
Posts


Strong Twitter Presence


Solid
Facebook
Presence


Basic Strategy
• Post great content: 3 to 4 times per week
– 2/3 of the posts are from guest authors
• Guest Post on other sites: 3 to 5 times per
week
• Always building relationships with influencers
• Great content on Twitter and Facebook
• Promote posts on Twitter and Facebook


Sample Results
• http://blog.kissmetrics.com/color-psychology/
• 681 links from unique domains
• 7,983 tweets
• 4k Likes

• http://blog.kissmetrics.com/science-of-social-timing-1/
• 504 links from unique domains
• 10,600 tweets
• 1k Likes

• The site gets 200,000+ visitors per month


Case Study 2


Blog with
Great
Content


Gives
Interviews


Strong
Facebook
Presence


Google+ Too


Basic Strategy
• Post great content: 1 post per day
– 3/4 of the posts are from guest authors
• Always building relationships with influencers
• Rand grants interviews on a regular basis
• Great content on Twitter, Facebook, and
Google+
• Promote posts on Twitter, Facebook, and
Google+

Sample Results


Case Study 3
The
Importance of
Opportunism


Issues ….
• Started doing SEO in 2002
• Started building consulting biz in 2005
• LOTS of companies started way before us
• Slow to start in social media
• Limited time to spend:
– Highly Involved in day to day company management
– Company is growing in leaps and bounds
– Also, run another business too …
• Highly introverted personality
• With these disadvantages, was it worth it?


How it started
• Feb/Mar 2005: Went to SES NY
• Sat in on this panel:


Methodology
• Front row
• First up to speak to Matt Cutts
• Rinse and Repeat for every search conference
Matt went to in 2005
• Met many other major influencers at those
conferences too!


November 2006


First One In


Still Ranks (Web Analytics Report)

#9


Another Event …


Guess Who Offered to Write for SEW?


SES Chicago December 2008
• Got asked
to help
write a
book
• Published
November
2009


Assessment through 2010
• No Social Media activity
• Active Guest Posting (SEL, SEW, some SEOmoz)
• Active Speaking
• Published Art of SEO
• Promising Interview Series went dormant
– Because of demands of the book


Results
• Strong Influencer relationships
• Good overall visibility
• Business size quintupled over two years


Missed Opportunities

• No social media leverage
• Ramblings About SEO Blog lost steam


Restart
• May 2011: Got Twitter going
• May 2011: Restarted interview series
• July 2011: Started leveraging Twitter to
support the interviews


Interview with Tiffany Oberoi


An Influencer Said Something Nice
About it


Search on Reconsideration Requests

#4!


Interview with Peter Norvig


Influencer Tweet

3.8 Million Followers!


An “Event” (Peter Norvig Interview)


Thank You!
Eric Enge
eenge@stonetemple.com
@stonetemple
(508) 485-7751
www.stonetemple.com
For a One Sheet SEO Checklist, email me, or drop
off a business card


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