Using Social Media to Build Killer Links
- 1. How Social Media Drives Killer
Links
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 2. The Synergy We Are Looking For
Shared on
Google+
Helps Drive
New Circlers,
Shares, +1s
Traffic, Links, and New Subscribers
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 4. The Value of Influencers
Your Reach Their Reach
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 5. The Influencer Conversion Bonus
20 Shares
10 Links
20,000 Connections
100 Shares
50 Links
20,000 Connections
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 7. Creating Trust in One Relationship
Personal
Interaction
Give Back
Value to
Others
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 8. Relationship Building Pyramid
1 on 1
Higher Meeting
Higher
Effort Meetups Value
Blogging
LinkedIn
Twitter
Facebook
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 9. Likelihood to Share Formula
Share Rate =
Relevance *
Uniqueness of Content *
Quality of Content *
Trust in Author *
Visibility
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 10. Likelihood to Link Formula
Share Rate =
Relevance *
Uniqueness of Content *
Quality of Content *
Trust in Author *
Trust in Referring Sources *
Impressions
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 11. Creating Impressions
Direct Outreach
• Media Sites
• Individual
Influencers
Broadcast
Potential
Linker
Shares
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 12. 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
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 14. +Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 15. +Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 17. Blog
with
Quality
Content
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 18. Lots of
Guest
Posts
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 20. Solid
Facebook
Presence
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 21. 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
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 22. 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
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 24. +Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 25. +Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 27. Blog with
Great
Content
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 28. Gives
Interviews
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 29. +Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 30. Strong
Facebook
Presence
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 32. 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+
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 33. Sample Results
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 34. Case Study 3
The
Importance of
Opportunism
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 35. Issues ….
• Started doing SEO in 2002
• Started building consulting biz in 2005
• LOTS of companies started way before us
• Slow to start in social media
• Limited time to spend:
– Highly Involved in day to day company management
– Company is growing in leaps and bounds
– Also, run another business too …
• Highly introverted personality
• With these disadvantages, was it worth it?
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 36. How it started
• Feb/Mar 2005: Went to SES NY
• Sat in on this panel:
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 37. Methodology
• 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!
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 40. Still Ranks (Web Analytics Report)
#9
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 41. Another Event …
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 42. Guess Who Offered to Write for SEW?
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 43. SES Chicago December 2008
• Got asked
to help
write a
book
• Published
November
2009
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 44. 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
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 45. Results
• Strong Influencer relationships
• Good overall visibility
• Business size quintupled over two years
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 46. Missed Opportunities
• No social media leverage
• Ramblings About SEO Blog lost steam
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 47. Restart
• May 2011: Got Twitter going
• May 2011: Restarted interview series
• July 2011: Started leveraging Twitter to
support the interviews
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 49. An Influencer Said Something Nice
About it
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting
- 53. An “Event” (Peter Norvig Interview)
+Eric Enge / @stonetemple
© 2012 Stone Temple Consulting