How	  Social	  Media	  Has	  Revolu1onized	              Search	  Marke1ng       	                 Wednesday,	  June	  1	 ...
Eric	  Enge,	  	    Stone	  Temple	  Consul1ng	    	  »  Eric	  Enge	  is	  President	  of	  Stone	  Temple	  Consul9ng,	 ...
Erez	  Barak,	  Op1fy	           	     »  Erez	  Barak	  is	  Vice	  President	  of	  Products	  and	  Co-­‐Founder	  at	 ...
Link	  Graph	  is	  Breaking	  Down	  ©2010 Third Door Media, Inc.
New	  Ranking	  Signals                                                       	  ©2010 Third Door Media, Inc.
»  	  NoFollowed,	  but	  s9ll	  act	  like	  links	                                 »  	  Author	  authority	  maDers	  ©...
Facebook	  Authority	  &	  Links                                                                 	  ©2010 Third Door Media...
Friend	  Likes	  in	  Bing	  Results                                                                      	  ©2010 Third D...
Search	  on	  Loca1ons                                                      	  ©2010 Third Door Media, Inc.
Wisdom	  of	  the	  Crowd	  ©2010 Third Door Media, Inc.
Google	  Facebook	  in	  Results                                                                 	  ©2010 Third Door Media...
Google	  TwiPer	  Integra1on	  ©2010 Third Door Media, Inc.
How	  Ranking	  Used	  to	  Work	                                                        »      24%	  Trust/Authority	  of...
What	  it	  Might	  Look	  Like	  Now	                                               »    21%	  Trust/Authority	  of	  Dom...
How	  to	  Leverage	                                      Search	  is	  Integra1ng	  Social 	                             ...
Like	      »  Shows	  up	  in	  Most	  Recent	  (your	  page	  only)	      »  Shows	  up	  in	  Top	  News	  (your	  frien...
Send	      »  Post	  on	  Walls	  or	  send	  to	  someone s	  email	  ©2010 Third Door Media, Inc.
Share	  ©2010 Third Door Media, Inc.
Tweet	  This                                           	  ©2010 Third Door Media, Inc.
Subscribers/Followers/Fans                                                        	  ©2010 Third Door Media, Inc.
Facebook	  Comments                                                  	  ©2010 Third Door Media, Inc.
The	  New	  Kid	  on	  the	  Block!                                                                      	  ©2010 Third Do...
Search	  and	  Social	  -­‐	  Ques1ons                                                                        	   »       ...
Ques1on	  #1:	  Where	  do	  people	  spend	  their	  1me?	  ©2010 Third Door Media, Inc.
Ques1on	  #2:	  Are	  all	  TwiPer	  users	  created	  equal?	  ©2010 Third Door Media, Inc.
Ques1on	  #2:	  Are	  all	  TwiPer	  users	  created	  equal?	  ©2010 Third Door Media, Inc.
Ques1on	  #2:	  Are	  all	  TwiPer	  users	  created	  equal?	  ©2010 Third Door Media, Inc.
Ques1on	  #3:	  Does	  Facebook	  MaPer?	                      Search                     Rank                            ...
Ques1on	  #4:	  Organic	  CTR	  ©2010 Third Door Media, Inc.
Ques1on	  #4:	  Organic	  CTR	     »  Cheap	  CPC	  terms	  will	  likely	  yield	  over	  double	  the	  CTR	  on	  the	 ...
Ques1on	  #4:	  Organic	  CTR	     »  If	  you re	  op9mizing	  for	  head	  terms,	  you	  will	  not	  see	  huge	  bene...
Ques1on	  #5:	  What	  do	  I	  need	  to	  track	  in	  Real	  Time	  ?	     »  SEO	  Indicators	              »         ...
Ques1on	  #5:	  What	  do	  I	  need	  to	  track	  in	  Real	  Time?	   »  Social	  Indicators	           »          Like...
Ques1on	  #5:	  What	  do	  I	  need	  to	  track	  in	  Real	  Time?	                                        	      »  Bu...
Op1fy	  –	  Marke&ng	  in	  Real	  Time	           »  Founded	  in	  2008	  and	  publicly	  released	  in	  March	  2010,...
710	  2nd	  Avenue	  	                                 Suite	  840	                                 SeaDle,	  WA	  98104	 ...
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How social media revolutionized search marketing final deck

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How social media revolutionized search marketing final deck

  1. 1. How  Social  Media  Has  Revolu1onized   Search  Marke1ng   Wednesday,  June  1  -­‐  1  PM  EDT   Speakers:     Eric  Enge,  Stone  Temple  Consul1ng   Erez  Barak,  Op1fy  ©2010 Third Door Media, Inc.
  2. 2. Eric  Enge,     Stone  Temple  Consul1ng    »  Eric  Enge  is  President  of  Stone  Temple  Consul9ng,  a  20-­‐person  SEO  firm  with   offices  in  MassachuseDs  and  California.    »  He  is  a  regular  contributor  to  industry  publica9ons  such  as  Search  Engine  Land;   a  frequent  speaker  at  industry  events;    and  he  is  the  author  of  The  Art  of  SEO   (OReilly.)   ©2010 Third Door Media, Inc.
  3. 3. Erez  Barak,  Op1fy     »  Erez  Barak  is  Vice  President  of  Products  and  Co-­‐Founder  at   Op9fy;     »  Frequent  speaker  at  industry  events.     »  Prior  to  Op9fy,  Erez  was  a  director  of  product  marke9ng  in   HP s  SoVware  business  unit.   »  He  was  recently  named  among  the  Top  25  Innovators  in   2010  by  SeaDle  Business  Magazine.  ©2010 Third Door Media, Inc.
  4. 4. Link  Graph  is  Breaking  Down  ©2010 Third Door Media, Inc.
  5. 5. New  Ranking  Signals  ©2010 Third Door Media, Inc.
  6. 6. »   NoFollowed,  but  s9ll  act  like  links   »   Author  authority  maDers  ©2010 Third Door Media, Inc.
  7. 7. Facebook  Authority  &  Links  ©2010 Third Door Media, Inc.
  8. 8. Friend  Likes  in  Bing  Results  ©2010 Third Door Media, Inc.
  9. 9. Search  on  Loca1ons  ©2010 Third Door Media, Inc.
  10. 10. Wisdom  of  the  Crowd  ©2010 Third Door Media, Inc.
  11. 11. Google  Facebook  in  Results  ©2010 Third Door Media, Inc.
  12. 12. Google  TwiPer  Integra1on  ©2010 Third Door Media, Inc.
  13. 13. How  Ranking  Used  to  Work   »  24%  Trust/Authority  of  Domain   »  22%  Link  Popularity  of  Page   »  20%  InBound  Anchor  Text   »  15%  Keyword  Usage   »  7%  Traffic  /  Click-­‐Through  Data   »  6%  Social  Graph  Metrics   »  5%  Registra9on  /  Hos9ng  Data   Source:  SEOmoz  Ranking  Factors  Survey  ©2010 Third Door Media, Inc.
  14. 14. What  it  Might  Look  Like  Now   »  21%  Trust/Authority  of  Domain   4% »  19%  Link  Popularity  of  Page   21% 20% »  18%  InBound  Anchor  Text   »  11%  Keyword  Usage   7% 19% »  7%  Traffic  /  Click-­‐Through  Data   11% »  20%  Engagement  Metrics   18% »  4%  Registra9on  /  Hos9ng  Data   Source:  ME  ©2010 Third Door Media, Inc.
  15. 15. How  to  Leverage   Search  is  Integra1ng  Social   …  and  Your  Website  Should  too  ©2010 Third Door Media, Inc.
  16. 16. Like   »  Shows  up  in  Most  Recent  (your  page  only)   »  Shows  up  in  Top  News  (your  friend s  pages)  ©2010 Third Door Media, Inc.
  17. 17. Send   »  Post  on  Walls  or  send  to  someone s  email  ©2010 Third Door Media, Inc.
  18. 18. Share  ©2010 Third Door Media, Inc.
  19. 19. Tweet  This  ©2010 Third Door Media, Inc.
  20. 20. Subscribers/Followers/Fans  ©2010 Third Door Media, Inc.
  21. 21. Facebook  Comments  ©2010 Third Door Media, Inc.
  22. 22. The  New  Kid  on  the  Block!  ©2010 Third Door Media, Inc.
  23. 23. Search  and  Social  -­‐  Ques1ons   »  Ques9on  #1:    Where  do  people  spend  their  9me?   »  Ques9on  #2:    Are  all  TwiDer  followers  created  equal?   »  Ques9on  #2:    Does  Facebook  maDer?   »  Ques9on  #4:    What  is  the  organic  CTR?   »  Ques9on  #5:    What  do  I  need  to  track  in  real  9me?    ©2010 Third Door Media, Inc.
  24. 24. Ques1on  #1:  Where  do  people  spend  their  1me?  ©2010 Third Door Media, Inc.
  25. 25. Ques1on  #2:  Are  all  TwiPer  users  created  equal?  ©2010 Third Door Media, Inc.
  26. 26. Ques1on  #2:  Are  all  TwiPer  users  created  equal?  ©2010 Third Door Media, Inc.
  27. 27. Ques1on  #2:  Are  all  TwiPer  users  created  equal?  ©2010 Third Door Media, Inc.
  28. 28. Ques1on  #3:  Does  Facebook  MaPer?   Search Rank Facebook Likes Not  all  URLs  are  created  equal     Correla9on  between  rank  and  likes     Does  rank  drive  likes?  or  Do  Likes  drive  rank?  ©2010 Third Door Media, Inc.
  29. 29. Ques1on  #4:  Organic  CTR  ©2010 Third Door Media, Inc.
  30. 30. Ques1on  #4:  Organic  CTR   »  Cheap  CPC  terms  will  likely  yield  over  double  the  CTR  on  the  first  page  than   expensive  CPC  terms.     »  Your  poten9al  organic  traffic  is  nearly  three  9mes  greater  on  a  lower  CPC  term.  ©2010 Third Door Media, Inc.
  31. 31. Ques1on  #4:  Organic  CTR   »  If  you re  op9mizing  for  head  terms,  you  will  not  see  huge  benefits  un9l  you  get  to   the  top  few  posi9ons.     »  If  you  are  op9mizing  for  a  long  tail  term,  you  can  see  decent  CTR  almost  anywhere   on  the  first  page  ©2010 Third Door Media, Inc.
  32. 32. Ques1on  #5:  What  do  I  need  to  track  in  Real  Time  ?   »  SEO  Indicators   »  Keyword  Ranks   »  Page  Scores   »  Link  Opportuni9es  ©2010 Third Door Media, Inc.
  33. 33. Ques1on  #5:  What  do  I  need  to  track  in  Real  Time?   »  Social  Indicators   »  Likes,  Shares,  Comments   »  Re-­‐tweets  and  Followers   »  Social  Influence    ©2010 Third Door Media, Inc.
  34. 34. Ques1on  #5:  What  do  I  need  to  track  in  Real  Time?     »  Business  Indicators   »  Pageviews   »  Visitors   »  Conversion   »  Revenue  ©2010 Third Door Media, Inc.
  35. 35. Op1fy  –  Marke&ng  in  Real  Time   »  Founded  in  2008  and  publicly  released  in  March  2010,  now  has  over   1,400  accounts   »  Enables  marketers  to  drive  more  traffic  and  leads  with  SEO  and  social   media,  convert  visitors  to  customers,  and  measure  and  share  results   »  Op9fy  customers  see  over  100%  increase  in  organic  traffic  and  over   300%  increase  in  leads  in  less  than  4  months   »  Resources:   »  Featured  customers  and  tes9monials  are  available  at     www.op9fy.net/customer-­‐tes9monials/  ,or  read  our  case  studies  at     www.op9fy.net/category/case-­‐studies/   »  We  offer  4  Edi9onswww.op9fy.net/edi9ons-­‐pricing/  and  a  30-­‐day  free   trial  www.op9fy.net/sign-­‐up/   »  Learn  more  at  www.op9fy.net  ©2010 Third Door Media, Inc.
  36. 36. 710  2nd  Avenue     Suite  840   SeaDle,  WA  98104   t:  1.877.2.OPTIFY   f:  1.206.787.1410   www.op9fy.net     Visit http://www.optify.net/blog for recap, Q&A, recording and presentation©2010 Third Door Media, Inc.

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