real_world_low_risk_high_reward_link-eric_enge.ppt

Social Media & Link Building

Think Big

Eric EngeStone Temple ConsultingNovember 13, 2008

Social News Sites

Stone Temple Consulting – Webmaster World 2008

Opportunity

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

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


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


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!


Example Front Page Post


Here is the Content


Great Position in Google!


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

Authoritative Content Can Win


Highly Illustrated


Live Animations


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)


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


One More Example


Great Search Results


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


Maximize Your Success

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

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


And Now For Something Completely Different

How Did a Sports Stock Market …


… Become a Social Media Powerhouse?


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


Fantasy Football Ap


Phillies Fan Ap


Why is This Link Building?


MLB.com – PR7 / PR7


ESPN.com – PR8 / PR4


TechCrunch – PR8 / PR4


Google – PR10 / PR5


BatelleMedia – PR7 / PR4


What Does Robin Think?

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


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

Thank You!

Eric [email protected]


real_world_low_risk_high_reward_link-eric_enge.ppt

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