real_world_low_risk_high_reward_link-eric_enge.ppt

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real_world_low_risk_high_reward_link-eric_enge.ppt

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

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