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How social media revolutionized search marketing final deck

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  • 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. 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. 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. Link  Graph  is  Breaking  Down  ©2010 Third Door Media, Inc.
  • 5. New  Ranking  Signals  ©2010 Third Door Media, Inc.
  • 6. »   NoFollowed,  but  s9ll  act  like  links   »   Author  authority  maDers  ©2010 Third Door Media, Inc.
  • 7. Facebook  Authority  &  Links  ©2010 Third Door Media, Inc.
  • 8. Friend  Likes  in  Bing  Results  ©2010 Third Door Media, Inc.
  • 9. Search  on  Loca1ons  ©2010 Third Door Media, Inc.
  • 10. Wisdom  of  the  Crowd  ©2010 Third Door Media, Inc.
  • 11. Google  Facebook  in  Results  ©2010 Third Door Media, Inc.
  • 12. Google  TwiPer  Integra1on  ©2010 Third Door Media, Inc.
  • 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. 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. How  to  Leverage   Search  is  Integra1ng  Social   …  and  Your  Website  Should  too  ©2010 Third Door Media, Inc.
  • 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. Send   »  Post  on  Walls  or  send  to  someone s  email  ©2010 Third Door Media, Inc.
  • 18. Share  ©2010 Third Door Media, Inc.
  • 19. Tweet  This  ©2010 Third Door Media, Inc.
  • 20. Subscribers/Followers/Fans  ©2010 Third Door Media, Inc.
  • 21. Facebook  Comments  ©2010 Third Door Media, Inc.
  • 22. The  New  Kid  on  the  Block!  ©2010 Third Door Media, Inc.
  • 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. Ques1on  #1:  Where  do  people  spend  their  1me?  ©2010 Third Door Media, Inc.
  • 25. Ques1on  #2:  Are  all  TwiPer  users  created  equal?  ©2010 Third Door Media, Inc.
  • 26. Ques1on  #2:  Are  all  TwiPer  users  created  equal?  ©2010 Third Door Media, Inc.
  • 27. Ques1on  #2:  Are  all  TwiPer  users  created  equal?  ©2010 Third Door Media, Inc.
  • 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. Ques1on  #4:  Organic  CTR  ©2010 Third Door Media, Inc.
  • 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. 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. 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. 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. Ques1on  #5:  What  do  I  need  to  track  in  Real  Time?     »  Business  Indicators   »  Pageviews   »  Visitors   »  Conversion   »  Revenue  ©2010 Third Door Media, Inc.
  • 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. 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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