The Future of Online Marketing - Newport August 2112

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 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

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

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 our algorithm does: work to find quality diverse results that help solve problems for users.” Google’s Matt Cutts@stonetemple / + Eric Enge

Enter Panda  Feb 23, 2011  Attacked poor content sites  Many updates since then (on version 3.9)@stonetemple / + Eric Enge

Bad Link Building Practices@stonetemple / + Eric Enge

Bought Links@stonetemple / + Eric Enge

Does Your Anchor Text Look Like This? 6% 12% 10% 11% 11% 13% 23% 14%@stonetemple / + Eric Enge 11

Or, Like This? Domain Brand Name@stonetemple / + Eric Enge 12

Matt Cutts on “Link Building” “It segments you into a mindset, and people get focused on the wrong things”@stonetemple / + Eric Enge

Enter Penguin  April 24, 2012  Attacked SEO link practices  Updates occur periodically@stonetemple / + Eric Enge

So SEO is Dead Right?@stonetemple / + Eric Enge

Social to the Rescue! …. ?@stonetemple / + Eric Enge

Facebook in US 150 Million US Users 48.8% of the Population@stonetemple / + Eric Enge

You Can Build Huge Audiences WOW!@stonetemple / + Eric Enge

Even if You Are Not a Huge Brand 201,859 Likes 3,427 Talking About This@stonetemple / + Eric Enge

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 links can help Google discover content faster@stonetemple / + Eric Enge

NOT on Facebook 51.2% of the Population@stonetemple / + Eric Enge

10% Perform most of the Likes, Shares, +1s 20% Less Active, but Interact 70% Simply Watch from the Sidelines@stonetemple / + Eric Enge

<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 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

Noisy Signal@stonetemple / + Eric Enge

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

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 configure your web server@stonetemple / + Eric Enge

Always Room for Creative Strategies!@stonetemple / + Eric Enge

An Integrated Approach@stonetemple / + Eric Enge

Social – SEO Synergy Shared on Google+ Helps Drive New Circlers, Shares, +1s Traffic, Links, and New Subscribers@stonetemple / + Eric Enge

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

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

The Influencer Audience Factor YOU INFLUENCER Your Reach Their Reach@stonetemple / + Eric Enge

The Influencer Trust Factor 20 Shares 10 Links 20,000 Connections 100 Shares 50 Links 20,000 Connections@stonetemple / + Eric Enge

Creating Trust in One Relationship Personal Interaction Give Back Value To Others@stonetemple / + Eric Enge

Likelihood to Share Formula + + Quality Content = Visibility Share Rate Relevance Trust in + Author/ + Referrer Unique Content +@stonetemple / + Eric Enge

Creating Impressions Direct Outreach Potential Linker@stonetemple / + Eric Enge

Relationship Building Pyramid Higher Higher Effort Value@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

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

Thank You!Eric Enge eenge@stonetemple.com @stonetemple + Eric Enge (508) 485-7751 www.stonetemple.com

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The Future of Online Marketing - Newport August 2112

by Eric Enge on Aug 23, 2012

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