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real_world_low_risk_high_reward_link-eric_enge.ppt real_world_low_risk_high_reward_link-eric_enge.ppt Presentation Transcript

  • Social Media & Link Building Think Big Eric Enge Stone Temple Consulting November 13, 2008
  • Social News Sites Stone Temple Consulting – Webmaster World 2008
  • Opportunity
    • Get tens of thousand of visitors
      • But it’s low quality traffic
    • Get hundreds, or even thousands of links
      • That’s good!
    Stone Temple Consulting – Webmaster World 2008
  • Key: Match the Digg demographic
    • 13 to 28 year old males
    • Like:
    • Google
    • Apple
    • Novel technical things
    • Open Source
    • “ Green”
    • Dislike:
    • Microsoft (sorry guys!)
    • George Bush
    • Big Business
    • Authority
    Stone Temple Consulting – Webmaster World 2008
  • Some Other Basic Tips
    • Study what has worked before
    • Write a compelling title
    • Write an interesting description
    • Vote for posts in front of you on the Upcoming pages
    • Make sure you stand out!
    Stone Temple Consulting – Webmaster World 2008
  • Example Front Page Post Stone Temple Consulting – Webmaster World 2008
  • Here is the Content Stone Temple Consulting – Webmaster World 2008
  • Great Position in Google! Stone Temple Consulting – Webmaster World 2008
  • So Was it a Success?
    • 2/3 of a year later, still had 159 links
    • Prominent in Google Results
    • Not bad!
    • But did it help this site?
    • What is it relevant to?
    • What message would it send about your business?
    Stone Temple Consulting – Webmaster World 2008 Stone Temple Consulting – Webmaster World 2008
  • Authoritative Content Can Win Stone Temple Consulting – Webmaster World 2008
  • Highly Illustrated Stone Temple Consulting – Webmaster World 2008
  • Live Animations Stone Temple Consulting – Webmaster World 2008
  • Why Did This Go Hot?
    • Topic of Interest to the Audience
      • Rubik’s Cube had a big resurgence a year ago
      • Among high school/college males
    • Other great articles on the topic predate it
    • To succeed it had to be:
      • Authoritative
      • Unique (e.g. the animations)
    Stone Temple Consulting – Webmaster World 2008
  • Was this a success?
    • Yes, here’s why:
      • Fits the theme of the site
      • Content was credible
      • Still has 147 links 2/3 year later
      • Does rank for Rubik’s cube related search terms
      • Terms get 40 or 50 searches / day
      • Not bad
      • But let’s do better
    Stone Temple Consulting – Webmaster World 2008
  • One More Example Stone Temple Consulting – Webmaster World 2008
  • Great Search Results Stone Temple Consulting – Webmaster World 2008
  • Why is this “More” Successful?
    • Fits the theme of the site
    • Content was credible
    • 1160 links more than 1 year later
    • High ranking in search engines
    • Relevant
    • Authoritative
    • And here is the kicker:
      • 645 searches per day
    Stone Temple Consulting – Webmaster World 2008
  • Maximize Your Success
    • Interest the audience
    • Authoritative
    • Reflect well on your business
    • Use titles targeted at BIG search terms
      • Article title
      • Digg submission title
    Stone Temple Consulting – Webmaster World 2008
  • And Now For Something Completely Different
  • How Did a Sports Stock Market … Stone Temple Consulting – Webmaster World 2008
  • … Become a Social Media Powerhouse? Stone Temple Consulting – Webmaster World 2008
  • Created Great Social Media Aps
    • Primarily on Facebook
    • Targeted at sports fans
    • Examples:
      • March Madness Ap – 150K users
      • Fantasy Football Ap – 350K users
      • Ap for every sports team
        • 700 of them
        • 6M to 7M users
    Stone Temple Consulting – Webmaster World 2008
  • Fantasy Football Ap Stone Temple Consulting – Webmaster World 2008
  • Phillies Fan Ap Stone Temple Consulting – Webmaster World 2008
  • Why is This Link Building? Stone Temple Consulting – Webmaster World 2008
  • MLB.com – PR7 / PR7 Stone Temple Consulting – Webmaster World 2008
  • ESPN.com – PR8 / PR4 Stone Temple Consulting – Webmaster World 2008
  • TechCrunch – PR8 / PR4 Stone Temple Consulting – Webmaster World 2008
  • Google – PR10 / PR5 Stone Temple Consulting – Webmaster World 2008
  • BatelleMedia – PR7 / PR4 Stone Temple Consulting – Webmaster World 2008
  • What Does Robin Think? Holy **** Batman That’s some serious Link building! Stone Temple Consulting – Webmaster World 2008
  • Lessons
    • Build Content and Tools that Build Your Reputation
      • Be authoritative
      • Create the right image for your company
      • Related to your business
    • Match The Demographic
      • To the business needs of your site,
      • AND, the social media network
    • Think Big!
    Stone Temple Consulting – Webmaster World 2008
  • Thank You! Eric Enge [email_address] Stone Temple Consulting – Webmaster World 2008