Eric EngeCEO Stone Temple Consulting Co-author, The Art of SEO 5
@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
@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
@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
@stonetempleGoogle can see Facebook +Eric EngeComments (Crawl Based)
@stonetemple +Eric EngeLikes, Shares May Show Up in Friend’s Feeds
@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
@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!
@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
@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
@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
@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
@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+
@stonetemple How it started for me +Eric Enge• Feb/Mar 2005: Went to SES NY• Sat in on this panel:
@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!
@stonetemple +Eric EngeGuess Who Offered to Write for SEW?
@stonetemple +Eric Enge SES Chicago December 2008• Got asked to help write a book• Published November 2009
@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
@stonetemple +Eric Enge Restart• May 2011: Got Twitter going• May 2011: Restarted interview series• July 2011: Started leveraging Twitter to support the interviews
@stonetemple +Eric EngeInterview with Tiffany Oberoi
@stonetemple +Eric EngeAn Influencer Said Something Nice About it
Search on Reconsideration @stonetemple +Eric Enge Requests #4!
@stonetemple +Eric EngeInterview with Peter Norvig
@stonetemple +Eric Enge Influencer Tweet3.8 Million Followers!