Wine & Web: How to Combine Search Optimization and Social Media

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Wine & Web: How to Combine Search Optimization and Social Media

  1. 1. Wine & Web #38 Andy Crestodina @crestodina #wineweb Combining Social & Search
  2. 2. THE SEARCH / SOCIAL CORRELATION
  3. 3. Source: MOZ Search Ranking Factors 2013 The Correlation Data
  4. 4. People who drowned by falling in pools Films Nicolas Cage appeared in sources: CDC, IMDB and tylervigen.com
  5. 5. THE VALUE OF LINKS
  6. 6. links are credibility
  7. 7. more links = more credibility
  8. 8. links from credible sites = much more credibility
  9. 9. many outgoing links = less credibility per link
  10. 10. It’s good when the link text Includes the target keyword.
  11. 11. but if all the links include the target keyword, that’s bad.
  12. 12. Link Popularity / Domain Authority 20 40 60 80 #unfair
  13. 13. #winning
  14. 14. HOW DOES SOCIAL MEDIA HELP RANKINGS?
  15. 15. Social actions. Search Outcomes
  16. 16. Social actions. Search Outcomes
  17. 17. FINDING CONTENT CREATORS
  18. 18. Who Makes Content (and links)? • Journalists • Podcasters • Academic Researchers • Event Producers But mostly… • Bloggers and blog editors
  19. 19. Social Media: The Worlds Greatest Phonebook
  20. 20. Follower Wonk Source: FollowerWonk.com
  21. 21. Inky Bee
  22. 22. Building Lists
  23. 23. MAKING FRIENDS WITH CONTENT CREATORS
  24. 24.  Follow blogger on Twitter  Mentioned blogger in a tweet  Favorited a tweet  Retweeted Blogger  Subscribed to blog by feed / email Hi there! (part 1)
  25. 25. Hi there! (part 2)  Commented on their blog  Friended on Facebook  Liked bloggers content on Facebook  Added Blogger to G+ Circle  +1’d bloggers content on G+  Liked bloggers comment via G+/Discuss/Livefyre
  26. 26. Hi there! (part 3)  Invited to connect on LinkedIn  Mentioned / Linked to blogger from your blog/website  Emailed Blogger  Phone call / Skype / Hangout with Blogger  Met blogger in person  COLLABORATE!
  27. 27. Keep them on Twitter ‘Radar’
  28. 28. Tag them on LinkedIn
  29. 29. Feedly
  30. 30. More Inky Bee
  31. 31. Event Magic!
  32. 32. Source: Groove HQ
  33. 33. Source: Groove HQ
  34. 34. Source: Groove HQ
  35. 35. Source: Groove HQ
  36. 36. Your Site as a Networking Tool
  37. 37. Cross the Streams …the strength of weak connections!
  38. 38. 1. Publish… 2. Share here… 3. Say thanks there!
  39. 39. Great Influencer Outreach
  40. 40. Everything in marketing is based on relationships …including search rankings.
  41. 41. Wine & Web Andy Crestodina @orbiteers #wineweb Thank you!

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