Social Media and SEO: 1 + 1 = 5
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Transcript of Social Media and SEO: 1 + 1 = 5
Eric Enge
President
Stone Temple Consulting and co-author, The Art of SEO
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Reasons You Should Belong to SEMPO
• Expand Your Knowledge• Engage With Industry
Leaders• Maximize Your Career Growth• Grow Your Business• Save Money
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Sponsors and Partners
Housekeeping
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Eric EngeCEO Stone Temple Consulting
Co-author, The Art of SEO
Who Am I?
Co-author of The Art of SEOPresident of Stone Temple Consulting
25+ person Internet Marketing firmTrainer for Instant E-TrainingFounder of Web Site Publishing Companies
Publish web sites, grow them, then sell them2 significant exits so far
On Twitter: @stonetemple
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7,780 Results!
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Popular search query – Credit
Cards
ADS
731 Million Results
Google ControlledPage!
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Top 10 Organic Results – Credit Cards
1. Creditcards.com
2. Visa
3. Mastercard
4. Chase
5. Bank of America
6. Capital One
7. Bankrate
8. Citibank
9. Discover
10.Cardratings.com
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The result is brokenWhy?
Something Was Missing
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42,700 Results!
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Or Maybeonly 1?
How Many Results Matter?
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If Google Gets the Rest of theResults “Wrong” …
Does it matter?
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Enter Search, plus Your World@stonetemple+Eric Enge
How Many Results Matter Now?
Only 4 non-ads above the fold
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3 of these come from a ranking algo that
did not exist prior to January 10, 2012
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The Seismic Shifts Will Continue
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This Device May Dissappear …
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… and this may rule
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The Browser May Fade …
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… and apps may rule
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The impact of social is already huge
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Google Giving Up AdRevenue to Promote it
SPYW
Ads
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Your GOAL
Become so important that the search results are broken if you are not in the top 4
Know that the search box itself may change
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Social Sharing and SEO
Picking the Best Content@stonetemple+Eric Enge
Weighting Votes - Relevance
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Weighting Votes – Authority
• How well do you know the topic?• Recognized Thought leader?
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Weighting Votes - Trust
• Can your opinionbe trusted?• What are yourPerceived motives?• Do people engageWith your brand?
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Weighing Votes – Effort & Commitment
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Balance of Signals?
(Hint)
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Prime Real Estate@stonetemple+Eric Enge
Personalization Off – StillGet G+ Results
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Highly Personalized Query
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Not All Queries
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Friend Likes in Bing Results
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• NoFollowed, but still act like links• Author authority matters
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Facebook Authority & Links@stonetemple+Eric Enge
718,995
139
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Follower/Following
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Twitter Authority
• Number / authority of relevant followers• Authority and relevance of people who click on links you
share• Authority and relevance of people who retweet you• Ratio of followers to followed (Marisa Mayer example)• Your “type” according to Klout (celebrity thought leader,
explorer, etc)• And possibly the age of your account
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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 No
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
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Google can see FacebookComments (Crawl Based)
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Likes, Shares May Show Upin Friend’s Feeds
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What Determines What Feeds?
• EdgeRank
• Formula: u * w * d
• U = match of viewing user to the poster
• W = weight for this edge type (create, comment, like, share)
– Photos get more weight
– Likes require little effort, so less weight• D = time decay factor
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The Very Basics
• Be an expert
• Create great content
• Interact
• Share other people’s stuff– Try to share more than you get shared– The better you get at this … the harder it gets
• Have a unique voice
• Have a personality!
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It’s Not About You!
• It’s about engagement• Create conversations
– Fastest way to grow your reach
• Facebook EdgeRank depends on it• Your own authority depends on it• Don’t be commercial
– Think about 9 non-commercial updates for each commercial one
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Google+ Brand Pages
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Facebook in US
150 Million US Users
48.8% of thePopulation
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NOT on Facebook
51.2% of thePopulation
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10% Perform most of the Likes, Shares, +1s
20% Less Active, but Interact
70% Simply Watch from the Sidelines
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14.7% of the Population
Sending Active Social Signals
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Noisy Signal
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Friend’s Opinion
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Strong Signal
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Influencer Marketing
How Social Media Drives Killer Links
Shared onGoogle+
Traffic, Links, and New Subscribers
Helps DriveNew Circlers,Shares, +1s
The Synergy We Are Looking For@stonetemple+Eric Enge
The Synergy We Are Looking For
(Influencers)
(Your Stuff)
(Sharing)
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YOU INFLUENCER
The Influencer Audience Factor
Your Reach Their Reach
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The Influencer Trust Factor
20,000 Connections
20,000 Connections
20 Shares
10 Links
100 Shares
50 Links
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Personal Interaction
Creating Trust in One Relationship
Give Back
Value To Others
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Relationship Building Pyramid
HigherEffort
HigherValue
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RelevanceVisibility
Likelihood to Share Formula
Share Rate
Unique Content
Quality Content
Trust inAuthor/Referrer
=
+ +
+
+ +
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Direct Outreach
Creating Impressions
Potential Linker
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Summary
• Reach linkers by multiple channels– Create great content– Strong social media presences– Guest posting– Don’t be afraid to hit the road
• Channels / Tactics change over time– Need to reach influencers does not
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Case Study 1
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Influencer Marketing@stonetemple+Eric Enge
Blog with Quality Content
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Lots of Guest Posts
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Strong Social Presence@stonetemple+Eric Enge
Basic Strategy
• Post great content: 3 to 4 times per week– 2/3 of the posts are from guest authors
• Guest Post on other sites: 3 to 5 times per week
• Always building relationships with influencers
• Great content on Twitter and Facebook
• Promote posts on Twitter and Facebook
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Sample Results
• http://blog.kissmetrics.com/color-psychology/ • 681 links from unique domains• 7,983 tweets• 4k Likes
• http://blog.kissmetrics.com/science-of-social-timing-1/• 504 links from unique domains• 10,600 tweets• 1k Likes
• The site gets 200,000+ visitors per month
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Case Study 2
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Influencer Marketing@stonetemple+Eric Enge
Blog with Great
Content
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Gives Interviews
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Basic Strategy
• Post great content: 1 post per day– 3/4 of the posts are from guest authors
• Always building relationships with influencers
• Rand grants interviews on a regular basis
• Great content on Twitter, Facebook, and Google+
• Promote posts on Twitter, Facebook, and Google+
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Sample Results@stonetemple+Eric Enge
Case Study 3The
Importance ofOpportunism
How it started for me
• Feb/Mar 2005: Went to SES NY
• Sat in on this panel:
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Methodology
• Sat in Front row
• First up to speak to Matt Cutts
• Rinse and Repeat for every search conference Matt went to in 2005
• Met many other major influencers at those conferences too!
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November 2006
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First One In
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Still Ranks (Web Analytics Report)
#9
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Another Event …
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Guess Who Offered to Write for SEW?
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SES Chicago December 2008
• Got asked to help write a book
• Published November 2009
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Assessment through 2010
• No Social Media activity
• Active Guest Posting (SEL, SEW, some SEOmoz)
• Active Speaking
• Published Art of SEO
• Promising Interview Series went dormant– Because of demands of the book
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Restart
• May 2011: Got Twitter going
• May 2011: Restarted interview series
• July 2011: Started leveraging Twitter to support the interviews
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Interview with Tiffany Oberoi@stonetemple+Eric Enge
An Influencer Said SomethingNice About it
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Search on ReconsiderationRequests
#4!
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Interview with Peter Norvig@stonetemple+Eric Enge
Influencer Tweet
3.8 Million Followers!
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An “Event” (Peter Norvig Interview)
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Thank You!
Eric Enge
@stonetemple
+Eric Enge
(508) 485-7751