SEO & Social Media: A Match Made in Heaven

1. SEO & Social Media A Match Made in Heaven Brett Snyder Owner, Knucklepuck @BrettASnyder

2. Brett Snyder Owner, Knucklepuck • Integrated digital marketing • Be Where Your Audience Is! • Twitter: @BrettASnyder @BrettASnyder #stateofsearch

3. Brett Snyder Career agency marketer @BrettASnyder #stateofsearch

4. Brett Snyder Lover of sports & outdoor activities @BrettASnyder #stateofsearch

5. Brett Snyder Recently married with a 8-month “fur baby” @BrettASnyder #stateofsearch

6. What Makes a Great Marriage? • Communication • Commitment • Cooperation • Creativity • Courtship @BrettASnyder #stateofsearch

7. Relationship Modeling • Foundation of all major search engines • Crowdsourcing authority via our relationships • Goal: Anticipate user intent @BrettASnyder #stateofsearch

8. Integrated Marketing • Identifying who your audience is and where they are online • Connecting with your audience to build lasting relationships • Putting the “social” in “social media” @BrettASnyder #stateofsearch

9. Understanding Social Media “Social media is not a strategy, it’s a channel where your content plays out” ~Marty Weintraub, @aimclear @_seandolan @BrettASnyder #stateofsearch

10. Social Networks @BrettASnyder #stateofsearch

16. Understanding Social Media • Opt-in Content Network • Collection of Prequalified Interests • Dialogue > Monologue • Converging Media @BrettASnyder #stateofsearch

17. Social Media for SEOs “It’s not the actual social activity that matters, but what happens as a result of that activity.” ~AJ Kohn, @ajkohn @BrettASnyder http://bit.ly/1vldHvb #stateofsearch

18. “Social sows the seeds of solid SEO” ~ Guy who loves tacky, alliterative statements @BrettASnyder #stateofsearch

19. Social Ranking Factors @BrettASnyder #stateofsearch

20. Social Ranking Factors @BrettASnyder http://bit.ly/1lNlr5j #stateofsearch

21. Social Ranking Factors @BrettASnyder http://bit.ly/1lNlr5j #stateofsearch

22. “Correlation is not causation but it sure is a hint” ~ Edmund Tufte @BrettASnyder #stateofsearch

23. Ice Cream Causes Drowning?!? 10 8 6 4 2 0 0 2 4 6 8 10 Amount of Ice Cream Eaten Number of Drowning Deaths @BrettASnyder #stateofsearch

24. But…Why Not? • Search engines use quality signals, not “ranking factors” • Matt Cutts : “So because we're sampling an imperfect web, we have to worry a lot about identity when identity is already hard.” • Extremely easy to manipulate @BrettASnyder #stateofsearch

25. http://bit.ly/BambooChalupaSocialRankingFactors @BrettASnyder #stateofsearch

26. Organic rankings are based on trust & authority @BrettASnyder #stateofsearch

27. Social Media helps curate trust & authority @BrettASnyder #stateofsearch

28. Social Media helps curate trust & authority @BrettASnyder #stateofsearch

29. Step One: Find Them @BrettASnyder #stateofsearch

30. KnowEm.com @BrettASnyder #stateofsearch

31. WeFollow.com @BrettASnyder #stateofsearch

32. Followerwonk @BrettASnyder #stateofsearch

36. Twitter Lists • Curate authoritative sources around your particular niche • Learn what type of content your audience is most interested in sharing @BrettASnyder #stateofsearch

37. Highlight Key Influencers @BrettASnyder #stateofsearch

38. Segment Geographically @BrettASnyder #stateofsearch

39. Wishlist • Maximum 10 people on this list • Goal: Follow back • Goal: Access to DM @BrettASnyder #stateofsearch

40. Search Twitter Lists @BrettASnyder #stateofsearch

41. Search Twitter Lists @BrettASnyder #stateofsearch

42. Competitor Lists @BrettASnyder #stateofsearch

43. If This Then That @BrettASnyder #stateofsearch

46. If This Then That • Monitor Reddit for Content • Gather PR Opportunities • Keep Track of Twitter Hashtags • Monitor Journalists on Quora • Monitor Social Chatter @DanaForman, SEER Interactive @BrettASnyder http://bit.ly/1vl8zaB #stateofsearch

47. Other Free Ways to Discover Influencers • BuzzSumo • LinkedIn Shared Connections • SocialRank.com Market Intelligence • Google+ Ripples • SimplyMeasured • Twellow • CircleCount @BrettASnyder #stateofsearch

48. Step Two: Win Them Over @BrettASnyder #stateofsearch

51. Principles of Social Courtship @BrettASnyder #stateofsearch

52. 6 Degrees of Kevin Bacon According to a study by Facebook, users average 3.74 degrees of separation @BrettASnyder http://bbc.in/1kjHy33 #stateofsearch

53. Facebook Graph Search • “Find more of what you’re looking for through your friends and connections” • Discover second- and third-tier connections that already exist @BrettASnyder #stateofsearch

54. Marketers Who Live in Dallas @BrettASnyder #stateofsearch

55. Marketers Who Live in Dallas @BrettASnyder #stateofsearch

56. Who Attended Villanova and Work at Google @BrettASnyder #stateofsearch

57. Who Work as Journalists in Washington, D.C. @BrettASnyder #stateofsearch

58. Who Work as Journalists in Washington, D.C. @BrettASnyder #stateofsearch

59. Shared Connections with your Business • Groups • Pages Liked • Shared Interests • Demographics • Locations @BrettASnyder http://bit.ly/UzpQMD #stateofsearch

60. Tweriod @BrettASnyder #stateofsearch

63. http://500px.com/ @BrettASnyder #stateofsearch

64. http://500px.com/popular @BrettASnyder #stateofsearch

65. http://500px.com/joshnorem @BrettASnyder #stateofsearch

68. https://www.facebook.com/TheFurrtographer @BrettASnyder #stateofsearch

69. https://www.facebook.com/TheFurrtographer Learn what key influencers are doing to engage with the community to establish common interests @BrettASnyder #stateofsearch

70. Tying Social Back to SEO @BrettASnyder #stateofsearch

71. Place the Emphasis on Your Website • Create content assets that live on your website • Social should drive the conversation, website should drive the story @BrettASnyder #stateofsearch

72. Social Branding @BrettASnyder #stateofsearch

73. Branding • Social media represents your online reputation • Consider social media just as you would customer service: a means to communicate with customers @BrettASnyder #stateofsearch http://bit.ly/ZXVrnG

74. Branding @BrettASnyder #stateofsearch

78. Content Distribution @BrettASnyder http://selnd.com/1xgNnBO #stateofsearch

79. Generate Content Ideas @BrettASnyder #stateofsearch

85. Paid Amplification @BrettASnyder #stateofsearch

86. Final Thoughts @BrettASnyder #stateofsearch

87. Good marketing is all about your relationships @BrettASnyder #stateofsearch

88. Your return is relative to your investment @BrettASnyder #stateofsearch

89. It does get easier, I promise! @BrettASnyder #stateofsearch

90. Think like a marketer, act like a human being @BrettASnyder #stateofsearch

91. Thank You! TO LEARN MORE OR FOR ANY QUESTIONS: Brett Snyder Owner, Knucklepuck brett@knucklepuckmedia.com @BrettASnyder @BrettASnyder #stateofsearch

92. Additional Image Credits • Relationship Modeling – https://en.wikipedia.org/wiki/PageRank • Integrated Marketing – http://answerhub.com/article/5-best-practices-of-online- communities/ • Understanding Social Media – https://www.flickr.com/photos/james__clayton/5957786486 • Identity – http://apocalypse-how.com/2014/05/22/apocalypse-how-identity-crisis/ • 6 Degrees of Kevin Bacon – http://readingeagle.com/life/article/six-degress-of- kevin-bacon-a-game-changer#.U9gItYBdVj4 • Storytelling – https://www.flickr.com/photos/hikingartist/14134388517/ @BrettASnyder #stateofsearch