The Future of Online Marketing - Newport August 2012

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Pandas and Penguins rule. Is SEO dead? Is social media the savior? See why it is not that simple, and how an integrated social media strategy can play a big role in driving your SEO

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  • Bonjour
    Mon nom est Mlle merci hassan j'ai vu votre profil aujourd'hui et je
    est devenu intéressé à vous, je tiens également à vous en savez plus
    et je veux que vous envoyez un e-mail à mon adresse email afin que je puisse vous donner ma photo
    votre nouvel ami.

    mercy_hassan22@yahoo.in

    =====================================================================

    Hello
    My name is Miss mercy hassan I saw your profile today and i
    became interested in you, I will also want to know you more
    and I want you to send an email to my mailbox so that I can give you my picture
    yours new friend.

    mercy_hassan22@yahoo.in
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Nice post.Keep it up.
       Reply 
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The Future of Online Marketing - Newport August 2012

  1. 1. Integrating SEO and Social Media Focus on the Greater Whole
  2. 2. 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
  3. 3. 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
  4. 4. SEOs Created Garbage Content@stonetemple / + Eric Enge
  5. 5. SEOs focused on tricks@stonetemple / + Eric Enge
  6. 6. But What About Users?@stonetemple / + Eric Enge
  7. 7. 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
  8. 8. Enter Panda  Feb 23, 2011  Attacked poor content sites  Many updates since then (on version 3.9)@stonetemple / + Eric Enge
  9. 9. Bad Link Building Practices@stonetemple / + Eric Enge
  10. 10. Bought Links@stonetemple / + Eric Enge
  11. 11. Does Your Anchor Text Look Like This? 6% 12% 10% 11% 11% 13% 23% 14%@stonetemple / + Eric Enge 11
  12. 12. Or, Like This? Domain Brand Name@stonetemple / + Eric Enge 12
  13. 13. Matt Cutts on “Link Building” “It segments you into a mindset, and people get focused on the wrong things”@stonetemple / + Eric Enge
  14. 14. Enter Penguin  April 24, 2012  Attacked SEO link practices  Updates occur periodically@stonetemple / + Eric Enge
  15. 15. So SEO is Dead Right?@stonetemple / + Eric Enge
  16. 16. Social to the Rescue! …. ?@stonetemple / + Eric Enge
  17. 17. Facebook in US 150 Million US Users 48.8% of the Population@stonetemple / + Eric Enge
  18. 18. You Can Build Huge Audiences WOW!@stonetemple / + Eric Enge
  19. 19. Even if You Are Not a Huge Brand 201,859 Likes 3,427 Talking About This@stonetemple / + Eric Enge
  20. 20. Friend’s Opinion@stonetemple / + Eric Enge
  21. 21. Strong Signal@stonetemple / + Eric Enge
  22. 22. Is Driving Likes the Answer?@stonetemple / + Eric Enge
  23. 23. Not So Fast!@stonetemple / + Eric Enge
  24. 24. 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
  25. 25. NOT on Facebook 51.2% of the Population@stonetemple / + Eric Enge
  26. 26. 10% Perform most of the Likes, Shares, +1s 20% Less Active, but Interact 70% Simply Watch from the Sidelines@stonetemple / + Eric Enge
  27. 27. <5% of the Population Actively Sending Social Signals@stonetemple / + Eric Enge
  28. 28. 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
  29. 29. Noisy Signal@stonetemple / + Eric Enge
  30. 30. 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
  31. 31. What of our Old Friend, SEO? SEO@stonetemple / + Eric Enge
  32. 32. Configure Your CMS@stonetemple / + Eric Enge
  33. 33. Title Tags Play a Big Role@stonetemple / + Eric Enge
  34. 34. The Meta Description Can Influence Click Through Rate@stonetemple / + Eric Enge
  35. 35. Rel=Author@stonetemple / + Eric Enge
  36. 36. Rich Snippets@stonetemple / + Eric Enge
  37. 37. Saying SEO is dead is like saying your 85 year old grandmother can configure your web server@stonetemple / + Eric Enge
  38. 38. Always Room for Creative Strategies!@stonetemple / + Eric Enge
  39. 39. An Integrated Approach@stonetemple / + Eric Enge
  40. 40. Social – SEO Synergy Shared on Google+ Helps Drive New Circlers, Shares, +1s Traffic, Links, and New Subscribers@stonetemple / + Eric Enge
  41. 41. 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
  42. 42. 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
  43. 43. The Influencer Audience Factor YOU INFLUENCER Your Reach Their Reach@stonetemple / + Eric Enge
  44. 44. The Influencer Trust Factor 20 Shares 10 Links 20,000 Connections 100 Shares 50 Links 20,000 Connections@stonetemple / + Eric Enge
  45. 45. Creating Trust in One Relationship Personal Interaction Give Back Value To Others@stonetemple / + Eric Enge
  46. 46. Likelihood to Share Formula + + Quality Content = Visibility Share Rate Relevance Trust in + Author/ + Referrer Unique Content +@stonetemple / + Eric Enge
  47. 47. Creating Impressions Direct Outreach Potential Linker@stonetemple / + Eric Enge
  48. 48. Relationship Building Pyramid Higher Higher Effort Value@stonetemple / + Eric Enge
  49. 49. 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
  50. 50. 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
  51. 51. Thank You!Eric Enge eenge@stonetemple.com @stonetemple + Eric Enge (508) 485-7751 www.stonetemple.com

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