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Social Media Marketing and SEO (Pubcon)


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How to coordinate your social media and SEO strategies. I did this presentation as a spotlight session at Pubcon Las Vegas 2011.

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Social Media Marketing and SEO (Pubcon)

  1. 1. Social Media Marketing for Link Building and SEO
  2. 2. Who Am I? <ul><li>Co-author of The Art of SEO </li></ul><ul><li>President of Stone Temple Consulting </li></ul><ul><ul><li>20+ person SEO and PPC firm </li></ul></ul><ul><li>Trainer for Instant E-Training </li></ul><ul><li>Founder of Web Site Publishing Companies </li></ul><ul><ul><li>Publish web sites, grow them, then sell them </li></ul></ul><ul><ul><li>2 significant exits so far </li></ul></ul><ul><li>On Twitter: @stonetemple </li></ul>
  3. 3. Top Brands
  4. 4. Leveraging a Large Fan Base
  5. 5. Small Brands Can Build a Presence
  6. 6. Example Update
  7. 7. Engage the Audience! <ul><li>109 comments! </li></ul><ul><li>Identifies people </li></ul><ul><li>ready to think </li></ul><ul><li>about career </li></ul><ul><li>change </li></ul>46,000+ Fans
  8. 8. Add Value Related to Your Offering
  9. 9. Create Engaging Experiences
  10. 10. Share Great Stuff
  11. 11. Not Just Your Own Stuff
  12. 12. Participate in the Community
  13. 13. Leverage Influencers <ul><li>They have larger audiences </li></ul><ul><li>Their recommendations are more trusted </li></ul><ul><li>Bigger is not by definition better </li></ul><ul><ul><li>Measure how their connections respond </li></ul></ul><ul><li>Number of comments/shares they get for Facebook updates </li></ul><ul><li>Klout score (to measure Twitter and Google+ influence) </li></ul>
  14. 14. Follower/Following
  15. 15. Facebook Authority & Links
  16. 16. Twitter Authority <ul><li>Number / authority of relevant followers </li></ul><ul><li>Authority and relevance of people who click on links you share </li></ul><ul><li>Authority and relevance of people who retweet you </li></ul><ul><li>Ratio of followers to followed (Marisa Mayer example) </li></ul><ul><li>Your “type” according to Klout (celebrity thought leader, explorer, etc) </li></ul><ul><li>And possibly the age of your account </li></ul>Source:
  17. 18. “ We can see fan pages, but we can't see Facebook shares” June 7, 2011
  18. 19. Large Facebook Brands on Twitter
  19. 20. Twitter is Often More Personal
  20. 21. What Do the Search Engines See? Signal Bing Google Facebook Like/Recommend Yes Crawl Based Facebook Shared Link Yes No Facebook Mention Yes Crawl Based Facebook Comments Yes Yes Twitter Tweeted Link Crawl Based Crawl Based Twitter Retweet Link Crawl Based Crawl Based Twitter Mentions Crawl Based Crawl Based +1 Crawl Based Yes Google+ Shared Link Crawl Based Yes Google+ Mention Crawl Based Yes
  21. 22. Google can see Facebook Comments
  22. 23. Likes & Shares Show Up on Profile
  23. 24. May Show Up in Friend’s Feeds
  24. 25. What Determines What Feeds? <ul><li>EdgeRank </li></ul><ul><li>Formula: u * w * d </li></ul><ul><li>U = match of viewing user to the poster </li></ul><ul><li>W = weight for this edge type (create, comment, like, share) </li></ul><ul><ul><li>Photos get more weight </li></ul></ul><ul><ul><li>Likes require little effort, so less weight </li></ul></ul><ul><li>D = time decay factor </li></ul>
  25. 26. It’s Not About You! <ul><li>It’s about engagement </li></ul><ul><li>Create conversations </li></ul><ul><li>EdgeRank depends on it </li></ul><ul><li>Your own authority depends on it </li></ul><ul><li>Don’t be commercial </li></ul><ul><ul><li>Think about 9 non-commercial updates for each commercial one </li></ul></ul>
  26. 27. ITT Tech - Branding?
  27. 28. Not logged in
  28. 29. Logged in
  29. 30. Google+ Company Pages
  30. 32. Interview with Tiffany Oberoi
  31. 33. An Influencer Said Something Nice About it
  32. 34. Results!
  33. 35. Search on Reconsideration Requests #4!
  34. 36. Keys <ul><li>Created truly unique article </li></ul><ul><li>Revealed new information of interest </li></ul><ul><li>Influencer tweeted it </li></ul>@stonetemple
  35. 37. A Few Case Studies … 292 508 939 Total Links
  36. 38. An “Event” (Peter Norvig Interview)
  37. 39. Thank You! <ul><li>Eric Enge </li></ul><ul><li>[email_address] </li></ul><ul><li>@stonetemple </li></ul><ul><li>(508) 485-7751 </li></ul><ul><li> </li></ul><ul><li>For a One Sheet SEO Checklist, email me, or drop off a business card </li></ul>