Social Media and SEO: 1 + 1 = 5

2,300 views
2,219 views

Published on

A detailed examination of how social media and SEO interact, including direct social signals, and how to network through social media to do link building.

Published in: Business, Technology

Social Media and SEO: 1 + 1 = 5

  1. 1. Eric Enge PresidentStone Temple Consulting and co-author, The Art of SEO 1
  2. 2. Reasons You Should Belong to SEMPO• Expand Your Knowledge• Engage With Industry Leaders• Maximize Your Career Growth• Grow Your Business• Save Money
  3. 3. Sponsors and Partners 3
  4. 4. Housekeeping
  5. 5. Eric EngeCEO Stone Temple Consulting Co-author, The Art of SEO 5
  6. 6. @stonetemple +Eric Enge Who Am I?Co-author of The Art of SEOPresident of Stone Temple Consulting 25+ person Internet Marketing firmTrainer for Instant E-TrainingFounder of Web Site Publishing Companies Publish web sites, grow them, then sell them 2 significant exits so farOn Twitter: @stonetemple
  7. 7. @stonetemple +Eric Enge7,780 Results!
  8. 8. @stonetemple +Eric Enge731 Million Results ADS Popular search query – Credit Cards Google Controlled Page!
  9. 9. @stonetemple +Eric Enge Top 10 Organic Results – Credit Cards1. Creditcards.com 1. Capital One2. Visa 2. Bankrate3. Mastercard4. Chase 3. Citibank5. Bank of America 4. Discover 5. Cardratings.co m
  10. 10. The result is broken Why?
  11. 11. @stonetemple +Eric EngeSomething Was Missing
  12. 12. @stonetemple +Eric Enge42,700 Results!
  13. 13. @stonetemple +Eric EngeHow Many Results Matter? Or Maybe only 1?
  14. 14. @stonetempleIf Google Gets the Rest of the +Eric Enge Results “Wrong” … Does it matter?
  15. 15. @stonetemple +Eric EngeEnter Search, plus Your World
  16. 16. @stonetemple +Eric EngeHow Many Results Matter Now? Only 4 non-ads above the fold
  17. 17. @stonetemple +Eric Enge3 of these come from a ranking algo thatdid not exist prior to January 10, 2012
  18. 18. @stonetemple +Eric EngeThe Seismic Shifts Will Continue
  19. 19. @stonetemple +Eric EngeThis Device May Dissappear …
  20. 20. @stonetemple +Eric Enge… and this may rule
  21. 21. @stonetemple +Eric EngeThe Browser May Fade …
  22. 22. @stonetemple +Eric Enge… and apps may rule
  23. 23. @stonetemple +Eric EngeThe impact of social is already huge
  24. 24. Google Giving Up Ad @stonetemple +Eric EngeRevenue to Promote it SPYW Ads
  25. 25. @stonetemple +Eric Enge Your GOALBecome so important that the search results arebroken if you are not in the top 4Know that the search box itself may change
  26. 26. Social Sharing and SEO
  27. 27. @stonetemplePicking the Best Content +Eric Enge
  28. 28. @stonetemple +Eric EngeWeighting Votes - Relevance
  29. 29. @stonetemple +Eric EngeWeighting Votes – Authority • How well do you know the topic? • Recognized Thought leader?
  30. 30. @stonetemple +Eric Enge Weighting Votes - Trust• Can your opinionbe trusted?• What are yourPerceived motives?• Do people engageWith your brand?
  31. 31. @stonetemple +Eric EngeWeighing Votes – Effort & Commitment
  32. 32. @stonetemple +Eric EngeBalance of Signals? (Hint)
  33. 33. @stonetemplePrime Real Estate +Eric Enge
  34. 34. @stonetemplePersonalization Off – Still +Eric Enge Get G+ Results
  35. 35. @stonetemple +Eric EngeHighly Personalized Query
  36. 36. @stonetemple +Eric EngeNot All Queries
  37. 37. @stonetemple +Eric EngeFriend Likes in Bing Results
  38. 38. @stonetemple +Eric Enge• NoFollowed, but still act like links• Author authority matters
  39. 39. @stonetemple +Eric EngeFacebook Authority & Links
  40. 40. @stonetemple +Eric Enge139718,995
  41. 41. @stonetemple +Eric EngeFollower/Following
  42. 42. @stonetemple +Eric Enge 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
  43. 43. @stonetemple+Eric Enge
  44. 44. @stonetemple +Eric Enge What Do the Search Engines See?Signal Bing GoogleFacebook Like/Recommend Yes Crawl BasedFacebook Shared Link Yes NoFacebook Mention Yes Crawl BasedFacebook Comments Yes NoTwitter Tweeted Link Crawl Based Crawl BasedTwitter Retweet Link Crawl Based Crawl BasedTwitter Mentions Crawl Based Crawl Based+1 Crawl Based YesGoogle+ Shared Link Crawl Based YesGoogle+ Mention Crawl Based Yes
  45. 45. @stonetempleGoogle can see Facebook +Eric EngeComments (Crawl Based)
  46. 46. @stonetemple +Eric EngeLikes, Shares May Show Up in Friend’s Feeds
  47. 47. @stonetemple What Determines What Feeds? +Eric Enge• 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
  48. 48. @stonetemple +Eric Enge The Very Basics• Be an expert• Create great content• Interact• Share other people’s stuff – Try to share more than you get shared – The better you get at this … the harder it gets• Have a unique voice• Have a personality!
  49. 49. @stonetemple +Eric Enge It’s Not About You!• It’s about engagement• Create conversations – Fastest way to grow your reach• Facebook EdgeRank depends on it• Your own authority depends on it• Don’t be commercial – Think about 9 non-commercial updates for each commercial one
  50. 50. @stonetemple +Eric EngeGoogle+ Brand Pages
  51. 51. @stonetemple +Eric Enge Facebook in US 150 Million US Users48.8% of thePopulation
  52. 52. @stonetemple +Eric EngeNOT on Facebook 51.2% of the Population
  53. 53. @stonetemple +Eric Enge10% Perform most of theLikes, Shares, +1s 20% Less Active, but Interact 70% Simply Watch from the Sidelines
  54. 54. @stonetemple +Eric Enge 14.7% of the PopulationSending ActiveSocial Signals
  55. 55. @stonetemple +Eric EngeNoisy Signal
  56. 56. @stonetemple +Eric EngeFriend’s Opinion
  57. 57. @stonetemple +Eric EngeStrong Signal
  58. 58. Influencer MarketingHow Social Media Drives Killer Links
  59. 59. @stonetempleThe Synergy We Are Looking For +Eric Enge Shared on Google+ Helps Drive New Circlers, Shares, +1s Traffic, Links, and New Subscribers
  60. 60. @stonetempleThe Synergy We Are Looking For +Eric Enge (Influencers) (Sharing) (Your Stuff)
  61. 61. @stonetemple +Eric EngeThe Influencer Audience Factor YOU INFLUENCER Your Reach Their Reach
  62. 62. @stonetemple +Eric EngeThe Influencer Trust Factor 20 Shares 10 Links 20,000 Connections 100 Shares 50 Links 20,000 Connections
  63. 63. @stonetemple +Eric EngeCreating Trust in One Relationship Personal Interaction Give Back Value To Others
  64. 64. @stonetemple +Eric Enge Relationship Building PyramidHigher HigherEffort Value
  65. 65. @stonetemple +Eric Enge Likelihood to Share Formula + + Quality Content = Visibility RelevanceShare Rate Trust in + Author/ + Referrer Unique Content +
  66. 66. @stonetemple +Eric Enge Creating ImpressionsDirect Outreach Potential Linker
  67. 67. @stonetemple +Eric Enge 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
  68. 68. Case Study 1
  69. 69. @stonetemple+Eric Enge
  70. 70. @stonetempleInfluencer Marketing +Eric Enge
  71. 71. @stonetemple +Eric EngeBlog with QualityContent
  72. 72. @stonetemple +Eric EngeLots ofGuestPosts
  73. 73. @stonetemple +Eric EngeStrong Social Presence
  74. 74. @stonetemple +Eric Enge 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
  75. 75. @stonetemple +Eric Enge 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
  76. 76. Case Study 2
  77. 77. @stonetemple+Eric Enge
  78. 78. @stonetemple +Eric EngeInfluencer Marketing
  79. 79. @stonetemple +Eric EngeBlog with Great Content
  80. 80. @stonetemple +Eric EngeGives Interviews
  81. 81. @stonetemple+Eric Enge
  82. 82. @stonetemple +Eric Enge 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+
  83. 83. @stonetemple +Eric EngeSample Results
  84. 84. Case Study 3 TheImportance of Opportunism
  85. 85. @stonetemple How it started for me +Eric Enge• Feb/Mar 2005: Went to SES NY• Sat in on this panel:
  86. 86. @stonetemple +Eric Enge Methodology• Sat in 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!
  87. 87. @stonetemple +Eric EngeNovember 2006
  88. 88. @stonetemple +Eric EngeFirst One In
  89. 89. @stonetemple +Eric EngeStill Ranks (Web Analytics Report) #9
  90. 90. @stonetemple +Eric EngeAnother Event …
  91. 91. @stonetemple +Eric EngeGuess Who Offered to Write for SEW?
  92. 92. @stonetemple +Eric Enge SES Chicago December 2008• Got asked to help write a book• Published November 2009
  93. 93. @stonetemple +Eric Enge 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
  94. 94. @stonetemple +Eric Enge Restart• May 2011: Got Twitter going• May 2011: Restarted interview series• July 2011: Started leveraging Twitter to support the interviews
  95. 95. @stonetemple +Eric EngeInterview with Tiffany Oberoi
  96. 96. @stonetemple +Eric EngeAn Influencer Said Something Nice About it
  97. 97. Search on Reconsideration @stonetemple +Eric Enge Requests #4!
  98. 98. @stonetemple +Eric EngeInterview with Peter Norvig
  99. 99. @stonetemple +Eric Enge Influencer Tweet3.8 Million Followers!
  100. 100. @stonetemple +Eric EngeAn “Event” (Peter Norvig Interview)
  101. 101. Thank You!Eric Engeeenge@stonetemple.com@stonetemple+Eric Enge(508) 485-7751

×