Social Media Marketing and SEO (Pubcon)

Social Media Marketing for Link Building and SEO

Who Am I?
Co-author of The Art of SEO
President of Stone Temple Consulting
20+ person SEO and PPC firm
Trainer for Instant E-Training
Founder of Web Site Publishing Companies
Publish web sites, grow them, then sell them
2 significant exits so far
On Twitter: @stonetemple

Top Brands Mediabistro.com

Leveraging a Large Fan Base

Small Brands Can Build a Presence

Example Update

Engage the Audience!
109 comments!
Identifies people
ready to think
about career
change
46,000+ Fans

Add Value Related to Your Offering

Create Engaging Experiences

Share Great Stuff

Not Just Your Own Stuff

Participate in the Community

Leverage Influencers
They have larger audiences
Their recommendations are more trusted
Bigger is not by definition better
Measure how their connections respond
Number of comments/shares they get for Facebook updates
Klout score (to measure Twitter and Google+ influence)

Follower/Following

Facebook Authority & Links

Twitter Authority
Number / authority of relevant followers
Authority and relevance of people who click on links you share
Authority and relevance of people who retweet you
Ratio of followers to followed (Marisa Mayer example)
Your “type” according to Klout (celebrity thought leader, explorer, etc)
And possibly the age of your account
Source: johnfdoherty.com

“ We can see fan pages, but we can't see Facebook shares” June 7, 2011

Large Facebook Brands on Twitter Source:socialbakers.com

Twitter is Often More Personal

What Do the Search Engines See? Signal Bing Google Facebook Like/Recommend Yes Crawl Based Facebook Shared Link Yes No Facebook Mention Yes Crawl Based Facebook Comments Yes Yes Twitter Tweeted Link Crawl Based Crawl Based Twitter Retweet Link Crawl Based Crawl Based Twitter Mentions Crawl Based Crawl Based +1 Crawl Based Yes Google+ Shared Link Crawl Based Yes Google+ Mention Crawl Based Yes

Google can see Facebook Comments

Likes & Shares Show Up on Profile

May Show Up in Friend’s Feeds

What Determines What Feeds?
EdgeRank
Formula: u * w * d
U = match of viewing user to the poster
W = weight for this edge type (create, comment, like, share)
Photos get more weight
Likes require little effort, so less weight
D = time decay factor

It’s Not About You!
It’s about engagement
Create conversations
EdgeRank depends on it
Your own authority depends on it
Don’t be commercial
Think about 9 non-commercial updates for each commercial one

ITT Tech - Branding?

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Google+ Company Pages

Interview with Tiffany Oberoi

An Influencer Said Something Nice About it

Results!

Search on Reconsideration Requests #4!

Keys
Created truly unique article
Revealed new information of interest
Influencer tweeted it
@stonetemple

A Few Case Studies … 292 508 939 Total Links

An “Event” (Peter Norvig Interview)

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

Social Media Marketing and SEO (Pubcon)

by Eric Enge on Nov 20, 2011

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Social Media Marketing and SEO (Pubcon) Presentation Transcript