1. Convergence
of
Social
Media
&
SEO
Tuesday,
February
1,
2011
®

2. Webinar:
Convergence
of
Social
Media
&
SEO
Slide
2

3. Speakers
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
3

4. Liz
Strauss
» CEO
and
founder
of
SOBCon
www.sobevent.com
» Author
of
the
popular
www.Successful-­‐Blog.com
» TwiJer:
@lizstrauss
» LinkedIn:
hJp://www.linkedin.com/in/lizstrauss
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
4

5. The
Social
WEB
Complicates
RELATIONSHIPS
Customers
now
have…
1. A
world
of
things
to
buy
and
a
world
of
compeSSve
offers.
2. OpportuniSes
to
buy
online,
offline,
via
mainstream
media,
email,
direct
mail,
telephone,
and
social
sites
and
commerce.
3. networks
and
channels
to
review
and
discuss
what
they
buy
with
thousands
of
online
friends.
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
5

6. A
Loyal
Customer
Can’t
Be
replaced
One
Lost
Customer
Cost
» Lost
revenue
Avg Order $
» Opportunity
Cost
x Avg Number of
» Costs
of
new
Annual Orders
x Yrs. CustomerLife
customer
acquisiSon
(new
customers
can’t
replace
Thousands per
lost,
loyal
customers)
Lost Customer
» NegaSve
word
of
mouth
(1
deserter
tells
3
friends)
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
6

7. Solution Finds solutions
is the New
location
Search is
only half of
the Equation
FINDABILITY IS THE NEW Black
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
7

8. Does your
Website
work for
People?
Is it easier,
Faster, More
meaningful?
Website: Showroom /
Catalogue / Presentation
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
8

9. To Build
Relationships
That Website
needs a blog.
Blog: meeting Room / coffee
Shop / Conversation
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
9

10.
Can
You
Find
people
And
resources
of
value?
share
experIse
Know what You Don’t know
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
10

11. Keep up with
customers
online
and off
participate
Twitter: The World’s Largest Event
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
11

12. Poll
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
12

13. Slide
13

14. Slide
14

15. Erez
Barak
» Co-­‐Founder
and
VP
of
Products
of
OpSfy
» TwiJer:
@ebarak
» LinkedIn:
hJp://www.linkedin.com/in/erezbarak
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
15

16. Webinar:
Convergence
of
Social
Media
&
SEO
Slide
16

17. QuesIon
#1:
Where
do
people
spend
their
Ime?
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
17

18. QuesIon
#1:
Where
do
people
spend
their
Ime?
Search
and
Social
Media
Via:
hJp://www.markeSngsherpa.com/1news/chartofweek-­‐01-­‐25-­‐11-­‐lp.htm
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
18

19. QuesIon
#2:
Are
Search
and
Social
Connected?
» OverSme
Trends
–
“HMU”
» Real
Time
Trends
-­‐
“fleet
foxes”
MaJ
CuJs
Confirms
that
Google
Uses
Facebook
and
TwiJer
Links
for
ranking
FLE
Dec.
21,
2010
Bing
Expands
Use
Of
Facebook
‘Likes’
In
Search
Results
Dec
15,
2010
Images
from:
Facebook
Blog
hJp://blog.facebook.com/
and
Google
Trends
hJp://www.google.com/trends
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
19

20. QuesIon
#2:
Are
Search
and
Social
Connected?
» OverSme
Trends
–
“HMU”
» Real
Time
Trends
-­‐
“fleet
foxes”
MaJ
CuJs
Confirms
that
Google
Uses
Facebook
and
TwiJer
Links
for
ranking
Dec.
21,
2010
Bing
Expands
Use
Of
Facebook
‘Likes’
In
Search
Results
Dec
15,
2010
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
20

21. QuesIon
#3:
Does
Facebook
MaSer?
Search
Rank
Facebook
Likes
Not
all
URLs
are
created
equal
CorrelaSon
between
rank
and
likes
Does
rank
drive
likes?
or
Do
Likes
drive
rank?
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
21

22. QuesIon
#4:
Is
it
only
about
social?
» Engines
are
constantly
changing
» New
metrics
are
constantly
changing
Search
Rank
search
landscape
» Need
to
opSmize
to
align
with
new
metrics
Page
Load
Time
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
22

23. QuesIon
#5:
What
do
I
need
to
track
in
Real
Time
?
» SEO
Indicators
» Keyword
Ranks
» Page
Scores
» Link
OpportuniSes
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
23

24. QuesIon
#5:
What
do
I
need
to
track
in
Real
Time
?
» Social
Indicators
» Likes,
Shares,
Comments
» Re-­‐tweets
and
Followers
» Social
Influence
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
24

25. QuesIon
#5:
What
do
I
need
to
track
in
Real
Time
?
» Business
Indicators
» Pageviews
» Visitors
» Conversion
» Revenue
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
25

26. Rand
Fishkin
» Founder
and
CEO
of
SEOmoz
» Co-­‐authored
the
Art
of
SEO
» TwiJer:
@randfish
» LinkedIn:
hJp://www.linkedin.com/in/randfishkin
» Everything
I
Share:
hJp://trunk.ly/randfish
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
26

27. TwiSer
&
Facebook
Impact
Rankings
at
Google
&
Bing
If (a document) is retweeted or referenced much in Twitter, do you count
that as a signal outside of finding any non-nofollowed links that may
naturally result from it?
“We do look at the social authority of a user. We look at how many
people you follow, how many follow you, and this can add a little weight
to a listing in regular search results…”
“Yes, we do use it as a signal. It is used as a signal in our organic and
news rankings…”
Via:
hJp://searchengineland.com/what-­‐social-­‐signals-­‐do-­‐google-­‐bing-­‐really-­‐count-­‐55389
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
27

28. “Author
Authority”
is
Calculated
by
Google
&
Bing
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
28

29. “Author
Authority”
is
Calculated
by
Google
&
Bing
Number
of
Followers
/
Following;
RaSo;
Who’s
Following?
Who
are
They
Following?
Verified
Account?
Real
Name?
Real
Do
they
tweet
quality
stuff?
Do
LocaSon?
Trust
in
Website
URL?
other
good
accounts
retweet
them?
Do
they
ever
tweet
spam?
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
29

30. An
SEOmoz
Test
on
How
Tweets
Affect
Rankings
(Dec.
2010)
Page
A
“FighIng
Hunger”
Page
B
“Ending
Hunger”
36
Linking
Root
Domains
1Linking
Root
Domains
620
External,
Followed
Links
1
External,
Followed
Links
5.22
mozRank
1.25
mozRank
0
tweets
521
tweets
(via
tweetmeme)
Via:
hJp://www.seomoz.org/blog/how-­‐do-­‐tweets-­‐influence-­‐search-­‐rankings-­‐an-­‐experiment-­‐for-­‐a-­‐cause
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
30

31. An
SEOmoz
Test
on
How
Tweets
Affect
Rankings
Results
(Jan.
2010)
Page
B
(the
tweeted
page)
Ranks!
Via:
hJp://www.seomoz.org/blog/how-­‐do-­‐tweets-­‐influence-­‐search-­‐rankings-­‐an-­‐experiment-­‐for-­‐a-­‐cause
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
31

32. Facebook
Sharing:
Public
vs.
Private
Sharing
and
Impact
on
Google
Google
can
only
“see”
things
everyone
can
see.
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
32

33. SEO
&
Social
Strategies:
Content
MarkeIng
w/
Facebook
» Company Page
» Promoted on Website
» Shares Content
» Tracks Impressions
» Uses RSS feed from
Blog
» Community Manager
Interacts w/ Users
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
33

34. SEO
&
Social
Strategies:
Facebook
Data
via
Export.ly
Video
content
has
highest
engagement
for
us
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
34

35. SEO
&
Social
Strategies:
Make
it
Easy
to
Share
Content
Via:
hJp://blog.okcupid.com/index.php/dont-­‐be-­‐ugly-­‐by-­‐accident/
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
35

36. SEO
&
Social
Strategies:
Create
Content
Users
Want
to
Share
Via:
hJp://www.seomoz.org/blog/a-­‐visual-­‐tour-­‐through-­‐the-­‐basics-­‐of-­‐social-­‐media-­‐markeSng
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
36

37. SEO
&
Social
Strategies:
Facebook
&
TwiSer
Aren’t
Enough
Via:
hJp://www.seomoz.org/blog/social-­‐media-­‐markeSng-­‐facebook-­‐twiJer-­‐arent-­‐enough
Webinar:
Convergence
of
Social
Media
&
SEO
Slide
37

38. Slide
38

39. 710
2nd
Avenue
Suite
840
SeaJle,
WA
98104
t:
1.877.2.OPTIFY
f:
1.206.787.1410
www.opSfy.net
Visit
hJp://www.opSfy.net/blog
for
recap,
Q&A,
recording
and
presentaSon
Slide
39