SEO & Social Media - Engineering Link Magnetism

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Lecture given at Brigham Young University on February 23, 2011. Describes how SEO and social media work together, gives examples of successful "link bait" and discusses promotion.

Lecture given at Brigham Young University on February 23, 2011. Describes how SEO and social media work together, gives examples of successful "link bait" and discusses promotion.

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  • Everything revolves around content. The whole idea is that social media must promote something. SEO must optimize something. Not a brand. Not a company. Not a person.
  • As an SEO, when I think of link building, I’m thinking “where can I find sites to link to me?” What you should be thinking is “What kind of content is magnetic enough to be LINKED TO” in my industry?
  • What is link worthy? It’s not about understanding content or links. It’s about understanding people. I want to share some thoughts some Dan Zarrella, Social Media Scientist at HubSpot, from a presentation he recently gave to Harvard marketing students.
  • Headlines are HUGE
  • 2203 Links built naturally to this infographic, including links from the Wikipedia page about Coffee!
  •, Joseph Decreaux
  • Talk about social media promotion of awesome content – promotion begets promotion
  • Image scraping, also talk about content scraping – how to identify


  • 1. SEO& SOCIAL MEDIAEngineering Link Magnetism
  • 2. “Content is the bright center of the web.”
  • 3. Sean Connery ContentOn Your Website Is King
  • 4.
  • 5. Why Do People Share Content?
  • 6. Chris Brogan’s
    10 Most
    Linked-To Posts
    When Google Owns You
    50 Ideas on Using Twitter for Business
    20 Free eBooks About Social Media
    50 Ways to Take Your Blog to the Next Level
    Free eBook on Personal Branding
    50 Ways Marketers Can use Social Media to Improve Their Marketing
    100 Personal Branding Tactics Using Social Media
    50 Steps to Establishing a Consistent Social Media Practice
    50 Online Applications and Sites to Consider
    Twelve Ways to Sell Social Media to Your Boss
  • 7.
  • 8. Video:
    160 backlinks
    YouTube Video:
    2,776 backlinks!
  • 9. Memetics: The Study of Cultural Transfer
  • 10.
  • 11. “We view a behavior as more correct… to the degree that we see others performing it.”
    Robert Cialdini
  • 12. Promotion
    Publish on Blog
    Niche Social Bookmarking
    Vote Seeding
    More Twitter
    Respond to Comments
    Result: 48 backlinks
    What factors
    would have lead to
    more backlinks?
  • 13. Try lots of campaigns and iterate on what works
    Audience size does matter
    Find and target your influencers
    Bigger & louder works – to a point
    Personalize: talk to your audience
    Avoid link fatigue
    Help your audience look cool
    Use combined relevance
  • 14. Short URLs, Use keywords in the title tag, H1 tag, meta description, keywords in the ALT attribute (images), create embed codes for infographics, keywords in body content, link internally to the content from other web pages, pitch to influentials / bloggers, track online mentions of the post, trackbacks, identify content scraping, link from the content page to other important pages of your site, use analytics to track traffic sources and keywords, improve optimization
  • 15.
  • 16. Perfect The Magnet
    (Network, Creation, Release, Aftermath)
  • 17. @scottcowley