real_world_low_risk_high_reward_link-eric_enge.ppt

33
Social Media & Link Building Think Big Eric Enge Stone Temple Consulting November 13, 2008

Transcript of real_world_low_risk_high_reward_link-eric_enge.ppt

Page 1: real_world_low_risk_high_reward_link-eric_enge.ppt

Social Media & Link Building

Think Big

Eric EngeStone Temple ConsultingNovember 13, 2008

Page 2: real_world_low_risk_high_reward_link-eric_enge.ppt

Social News Sites

Stone Temple Consulting – Webmaster World 2008

Page 3: real_world_low_risk_high_reward_link-eric_enge.ppt

Opportunity

• Get tens of thousand of visitors– But it’s low quality traffic

• Get hundreds, or even thousands of links– That’s good!

Stone Temple Consulting – Webmaster World 2008

Page 4: real_world_low_risk_high_reward_link-eric_enge.ppt

Key: Match the Digg demographic

• 13 to 28 year old males

Like:• Google• Apple• Novel technical things• Open Source• “Green”

Dislike:• Microsoft (sorry guys!)• George Bush• Big Business• Authority

Stone Temple Consulting – Webmaster World 2008

Page 5: real_world_low_risk_high_reward_link-eric_enge.ppt

Some Other Basic Tips

• Study what has worked before• Write a compelling title• Write an interesting description• Vote for posts in front of you on the

Upcoming pages• Make sure you stand out!

Stone Temple Consulting – Webmaster World 2008

Page 6: real_world_low_risk_high_reward_link-eric_enge.ppt

Example Front Page Post

Stone Temple Consulting – Webmaster World 2008

Page 7: real_world_low_risk_high_reward_link-eric_enge.ppt

Here is the Content

Stone Temple Consulting – Webmaster World 2008

Page 8: real_world_low_risk_high_reward_link-eric_enge.ppt

Great Position in Google!

Stone Temple Consulting – Webmaster World 2008

Page 9: real_world_low_risk_high_reward_link-eric_enge.ppt

So Was it a Success?

• 2/3 of a year later, still had 159 links• Prominent in Google Results• Not bad!• But did it help this site?• What is it relevant to?• What message would it send about

your business?

Stone Temple Consulting – Webmaster World 2008Stone Temple Consulting – Webmaster World 2008

Page 10: real_world_low_risk_high_reward_link-eric_enge.ppt

Authoritative Content Can Win

Stone Temple Consulting – Webmaster World 2008

Page 11: real_world_low_risk_high_reward_link-eric_enge.ppt

Highly Illustrated

Stone Temple Consulting – Webmaster World 2008

Page 12: real_world_low_risk_high_reward_link-eric_enge.ppt

Live Animations

Stone Temple Consulting – Webmaster World 2008

Page 13: real_world_low_risk_high_reward_link-eric_enge.ppt

Why Did This Go Hot?• Topic of Interest to the Audience

– Rubik’s Cube had a big resurgence a year ago

– Among high school/college males

• Other great articles on the topic predate it

• To succeed it had to be:– Authoritative– Unique (e.g. the animations)

Stone Temple Consulting – Webmaster World 2008

Page 14: real_world_low_risk_high_reward_link-eric_enge.ppt

Was this a success?• Yes, here’s why:

– Fits the theme of the site– Content was credible– Still has 147 links 2/3 year later– Does rank for Rubik’s cube related search

terms– Terms get 40 or 50 searches / day– Not bad– But let’s do better

Stone Temple Consulting – Webmaster World 2008

Page 15: real_world_low_risk_high_reward_link-eric_enge.ppt

One More Example

Stone Temple Consulting – Webmaster World 2008

Page 16: real_world_low_risk_high_reward_link-eric_enge.ppt

Great Search Results

Stone Temple Consulting – Webmaster World 2008

Page 17: real_world_low_risk_high_reward_link-eric_enge.ppt

Why is this “More” Successful?

• Fits the theme of the site• Content was credible• 1160 links more than 1 year later• High ranking in search engines• Relevant• Authoritative• And here is the kicker:

– 645 searches per day

Stone Temple Consulting – Webmaster World 2008

Page 18: real_world_low_risk_high_reward_link-eric_enge.ppt

Maximize Your Success

• Interest the audience• Authoritative• Reflect well on your business

• Use titles targeted at BIG search terms– Article title– Digg submission title

Stone Temple Consulting – Webmaster World 2008

Page 19: real_world_low_risk_high_reward_link-eric_enge.ppt

And Now For Something Completely Different

Page 20: real_world_low_risk_high_reward_link-eric_enge.ppt

How Did a Sports Stock Market …

Stone Temple Consulting – Webmaster World 2008

Page 21: real_world_low_risk_high_reward_link-eric_enge.ppt

… Become a Social Media Powerhouse?

Stone Temple Consulting – Webmaster World 2008

Page 22: real_world_low_risk_high_reward_link-eric_enge.ppt

Created Great Social Media Aps

• Primarily on Facebook• Targeted at sports fans• Examples:

– March Madness Ap – 150K users– Fantasy Football Ap – 350K users– Ap for every sports team

• 700 of them• 6M to 7M users

Stone Temple Consulting – Webmaster World 2008

Page 23: real_world_low_risk_high_reward_link-eric_enge.ppt

Fantasy Football Ap

Stone Temple Consulting – Webmaster World 2008

Page 24: real_world_low_risk_high_reward_link-eric_enge.ppt

Phillies Fan Ap

Stone Temple Consulting – Webmaster World 2008

Page 25: real_world_low_risk_high_reward_link-eric_enge.ppt

Why is This Link Building?

Stone Temple Consulting – Webmaster World 2008

Page 26: real_world_low_risk_high_reward_link-eric_enge.ppt

MLB.com – PR7 / PR7

Stone Temple Consulting – Webmaster World 2008

Page 27: real_world_low_risk_high_reward_link-eric_enge.ppt

ESPN.com – PR8 / PR4

Stone Temple Consulting – Webmaster World 2008

Page 28: real_world_low_risk_high_reward_link-eric_enge.ppt

TechCrunch – PR8 / PR4

Stone Temple Consulting – Webmaster World 2008

Page 29: real_world_low_risk_high_reward_link-eric_enge.ppt

Google – PR10 / PR5

Stone Temple Consulting – Webmaster World 2008

Page 30: real_world_low_risk_high_reward_link-eric_enge.ppt

BatelleMedia – PR7 / PR4

Stone Temple Consulting – Webmaster World 2008

Page 31: real_world_low_risk_high_reward_link-eric_enge.ppt

What Does Robin Think?

Holy **** BatmanThat’s some seriousLink building!

Stone Temple Consulting – Webmaster World 2008

Page 32: real_world_low_risk_high_reward_link-eric_enge.ppt

Lessons• Build Content and Tools that Build

Your Reputation– Be authoritative– Create the right image for your

company– Related to your business

• Match The Demographic– To the business needs of your site,– AND, the social media network

• Think Big!Stone Temple Consulting – Webmaster World 2008

Page 33: real_world_low_risk_high_reward_link-eric_enge.ppt

Thank You!

Eric [email protected]

Stone Temple Consulting – Webmaster World 2008