How Social Media Builds Inbound Links and Higher Search Rankings


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This presentation discusses the benefits of using social media, including building inbound links and producing higher search engine rankings.

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How Social Media Builds Inbound Links and Higher Search Rankings

  1. 1. How Social Media Builds Inbound Links and Higher Search Rankings Presented by: Arnie Kuenn, President Vertical Measures
  2. 2. My Background <ul><li>Internet marketer for about 12 years </li></ul><ul><li>Formed Vertical Measures about 4 years ago </li></ul><ul><li>Primarily an internet marketing company, however everything is geared around link building & SEO </li></ul><ul><li>We have 75+ clients </li></ul><ul><li>About 25% of our business is outsourcing from SEO & Web Development Agencies </li></ul>
  3. 3. Search Marketing Is Critical <ul><li>When someone types a keyword into the search box, there are only two possible outcomes: </li></ul><ul><ul><li>They will find you. </li></ul></ul><ul><ul><li>They will find your competitor. </li></ul></ul>
  4. 4. Two Search Marketing “Truths” <ul><li>Organic search traffic can be so valuable, it can sustain an entire business. </li></ul><ul><li>Organic search rankings are something you can work to influence , but ultimately you do not control them. The search engine algorithms make that call. </li></ul>
  5. 5. What is SEO in 2009? <ul><li>Search Engines are getting better & better every year at eliminating spam techniques. </li></ul><ul><li>They update the algorithms almost every week. </li></ul><ul><li>Google: Made 160 changes in Q1 of 2009 </li></ul><ul><li>Quality backlinks became much more important this year, weak backlinks became almost worthless </li></ul><ul><li>Social Media “signals” are now a real factor </li></ul>
  6. 6. Why Invest In Higher Rankings? <ul><li>60% of listings in the #1 position will get a click! </li></ul><ul><li>Natural search results receive 250% more clicks than paid search </li></ul><ul><li>Natural search converts 30% better than paid search </li></ul><ul><li>Clicks are Free!!! </li></ul>
  7. 7. How Does it Work? <ul><li>Magic 3 step formula: </li></ul><ul><ul><li>Create Good, Unique Content </li></ul></ul><ul><ul><li>Optimization each page you want to rank </li></ul></ul><ul><ul><li>Get Quality Inbound Links </li></ul></ul>Bot or Spider
  8. 8. Search Engine Results Page (SERP) Indented Listing Local Listing
  9. 9. The Biggest Factor is Inbound Links <ul><li>The best links: </li></ul><ul><ul><li>From trusted sites </li></ul></ul><ul><ul><li>Have proper anchor text </li></ul></ul><ul><ul><li>Have varied anchor text </li></ul></ul><ul><ul><li>Are from many different domains </li></ul></ul><ul><li>I am not too worried about: </li></ul><ul><ul><li>Reciprocal </li></ul></ul><ul><ul><li>PageRank </li></ul></ul>
  10. 10. Use Social Media to Get Links (and Rankings) <ul><li>Blogs! (create content you can promote, RSS feed, links to others) </li></ul><ul><li>Facebook (your profile & fan page) </li></ul><ul><li>Twitter (your profile, tweets & retweets) </li></ul><ul><li>Linked In (your profile & business page) </li></ul><ul><li>Flickr (links from photo descriptions) </li></ul><ul><li>Other Social Profiles: MySpace,Naymz, FastPitch, Google, Spoke, Plaxo, etc. </li></ul><ul><li>Other Social Media Sites: StumbleUpon, Redditt, Digg, Propeller, etc. </li></ul>
  11. 11. Facebook Page <ul><li>Not a lot of direct link benefit, but great from a “signals” standpoint. </li></ul><ul><li>Build fans and communicate with them. The links will come. </li></ul>
  12. 12. Twitter Profile <ul><li>Direct link (no follow). Great from a “signals” standpoint. </li></ul><ul><li>Build followers and communicate with them. The links will come. </li></ul>
  13. 13. LinkedIn Profile <ul><li>Direct text links (Do follow!). Change the text. </li></ul><ul><li>Build connections and update your profile. The links will come. </li></ul>
  14. 14. Flickr Pages <ul><li>Direct links (no follow). Great from a “signals” standpoint. </li></ul><ul><li>Others might grab your photos and…. the links will come. </li></ul>
  15. 15. Others key sites… <ul><li>StumbleUpon </li></ul><ul><li>Digg </li></ul><ul><li>Redditt </li></ul><ul><li>Propeller </li></ul><ul><li>Yahoo Buzz </li></ul><ul><li>Delicious </li></ul><ul><li>Niche sites (ex. Sphinn) </li></ul><ul><li>Signals & Secondary Links!! </li></ul>
  16. 16. Why Social Media? <ul><li>12% of our visitors come from social sites (~500 per month and growing) </li></ul><ul><li>More than double what we get from PPC </li></ul><ul><li>Helps with organic rankings & branding </li></ul><ul><li>Keeps the search engines coming back </li></ul>
  17. 17. Why a Corporate Blog? <ul><li>The original social media </li></ul><ul><li>24% of our page views come from our blog posts (~2,000 per month) </li></ul><ul><li>We make 2 new posts per week </li></ul><ul><li>Gives us a vehicle to post new link worthy content </li></ul><ul><li>Keeps the search engines coming back </li></ul>
  18. 18. It Starts With Good Content! <ul><li>Build pages around your keywords </li></ul><ul><li>Add real value to the web visitor </li></ul><ul><ul><li>Unique </li></ul></ul><ul><ul><li>Informative </li></ul></ul><ul><ul><li>Entertaining </li></ul></ul><ul><li>Good for Social Media? </li></ul><ul><ul><li>Is it “Link Worthy”? </li></ul></ul><ul><ul><li>Can you promote it? </li></ul></ul>
  19. 19. Create Content & Promote It <ul><li>Some ideas: </li></ul><ul><ul><li>Lists </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Case Studies </li></ul></ul><ul><ul><li>Comparisons </li></ul></ul><ul><ul><li>Satire & Parody </li></ul></ul><ul><ul><li>Interviews </li></ul></ul><ul><ul><li>Polls & Surveys </li></ul></ul><ul><ul><li>Contests (detailed example, next) </li></ul></ul><ul><ul><li>Promote it using social media!!! </li></ul></ul>
  20. 20. Small Companies Can Run Contests! <ul><li>Bridal Contest </li></ul><ul><li>Answer 3 questions: </li></ul><ul><ul><li>Your engagement story </li></ul></ul><ul><ul><li>Your wedding day theme plan </li></ul></ul><ul><ul><li>What is special about your wedding that you shall win this free sponsorship? </li></ul></ul><ul><li>Facebook Ad </li></ul><ul><li>Increased followers on Twitter through regular tweets </li></ul>
  21. 21. Big Companies Too! <ul><li>Major hotel chain has us working 6 different promotions </li></ul><ul><ul><li>Attend a Motor Sports event, get a discount </li></ul></ul><ul><ul><li>Visit Disney, get a discount </li></ul></ul><ul><ul><li>Attend LPGA event, get a discount </li></ul></ul><ul><ul><li>Go to a Little League Baseball game, get a discount </li></ul></ul><ul><ul><li>Multi-night stay, get Double Rewards </li></ul></ul><ul><ul><li>Multi-night stay, get $50 Gift Card </li></ul></ul>
  22. 22. Even Link Building Companies! <ul><li>Vertical Measures’ contest </li></ul><ul><li>Boost Your Juice </li></ul><ul><ul><li>$5,000 Grand Prize and $1,000 for 2 nd Place </li></ul></ul><ul><ul><li>Submit video or essay </li></ul></ul><ul><ul><li>2 week duration </li></ul></ul><ul><ul><li>Recruited a panel of judges (who helped promote it) </li></ul></ul><ul><ul><li>Offered “socialize prizes” (Rebecca Lieb) </li></ul></ul>
  23. 23. Our Contest Results <ul><li>Over 700 references on Google for “boost your juice” AND “vertical measures” </li></ul><ul><li>Own all 10 results on the 1 st page of Google for “boost your juice” ( branding ) </li></ul><ul><li>Over 600 visitors to just the contest page </li></ul><ul><li>Contest page became a PR3 in 30 days </li></ul><ul><li>Links from more than 30 different sites </li></ul><ul><li>Dozens of new leads for link building services </li></ul>
  24. 24. Thank You! My Contact Info: Arnie Kuenn [email_address]