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Social Media and SEO: 1 + 1 = 5

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Eric Enge
Eric Enge

A detailed examination of how social media and SEO interact, including direct social signals, and how to network through social media to do link building.

1 of 102
Eric Enge President Stone Temple Consulting and co-author, The Art of SEO 1
Reasons You Should Belong to SEMPO • Expand Your Knowledge • Engage With Industry Leaders • Maximize Your Career Growth • Grow Your Business • Save Money
Sponsors and Partners 3
Housekeeping
Eric Enge CEO Stone Temple Consulting Co-author, The Art of SEO 5
@stonetemple +Eric Enge Who Am I? Co-author of The Art of SEO President of Stone Temple Consulting 25+ person Internet Marketing firm Trainer for Instant E-Training Founder of Web Site Publishing Companies Publish web sites, grow them, then sell them 2 significant exits so far On Twitter: @stonetemple
@stonetemple +Eric Enge 7,780 Results!
@stonetemple +Eric Enge 731 Million Results ADS Popular search query – Credit Cards Google Controlled Page!
@stonetemple +Eric Enge Top 10 Organic Results – Credit Cards 1. Creditcards.com 1. Capital One 2. Visa 2. Bankrate 3. Mastercard 4. Chase 3. Citibank 5. Bank of America 4. Discover 5. Cardratings.co m
The result is broken Why?
@stonetemple +Eric Enge Something Was Missing
@stonetemple +Eric Enge 42,700 Results!
@stonetemple +Eric Enge How Many Results Matter? Or Maybe only 1?
@stonetemple If Google Gets the Rest of the +Eric Enge Results “Wrong” … Does it matter?
@stonetemple +Eric Enge Enter Search, plus Your World
@stonetemple +Eric Enge How Many Results Matter Now? Only 4 non-ads above the fold
@stonetemple +Eric Enge 3 of these come from a ranking algo that did not exist prior to January 10, 2012
@stonetemple +Eric Enge The Seismic Shifts Will Continue
@stonetemple +Eric Enge This Device May Dissappear …
@stonetemple +Eric Enge … and this may rule
@stonetemple +Eric Enge The Browser May Fade …
@stonetemple +Eric Enge … and apps may rule
@stonetemple +Eric Enge The impact of social is already huge
Google Giving Up Ad @stonetemple +Eric Enge Revenue to Promote it SPYW Ads
@stonetemple +Eric Enge 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
Social Sharing and SEO
@stonetemple Picking the Best Content +Eric Enge
@stonetemple +Eric Enge Weighting Votes - Relevance
@stonetemple +Eric Enge Weighting Votes – Authority • How well do you know the topic? • Recognized Thought leader?
@stonetemple +Eric Enge Weighting Votes - Trust • Can your opinion be trusted? • What are your Perceived motives? • Do people engage With your brand?
@stonetemple +Eric Enge Weighing Votes – Effort & Commitment
@stonetemple +Eric Enge Balance of Signals? (Hint)
@stonetemple Prime Real Estate +Eric Enge
@stonetemple Personalization Off – Still +Eric Enge Get G+ Results
@stonetemple +Eric Enge Highly Personalized Query
@stonetemple +Eric Enge Not All Queries
@stonetemple +Eric Enge Friend Likes in Bing Results
@stonetemple +Eric Enge • NoFollowed, but still act like links • Author authority matters
@stonetemple +Eric Enge Facebook Authority & Links
@stonetemple +Eric Enge 139 718,995
@stonetemple +Eric Enge Follower/Following
@stonetemple +Eric Enge 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
@stonetemple +Eric Enge
@stonetemple +Eric Enge 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
@stonetemple Google can see Facebook +Eric Enge Comments (Crawl Based)
@stonetemple +Eric Enge Likes, Shares May Show Up in Friend’s Feeds
@stonetemple What Determines What Feeds? +Eric Enge • 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
@stonetemple +Eric Enge 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!
@stonetemple +Eric Enge 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
@stonetemple +Eric Enge Google+ Brand Pages
@stonetemple +Eric Enge Facebook in US 150 Million US Users 48.8% of the Population
@stonetemple +Eric Enge NOT on Facebook 51.2% of the Population
@stonetemple +Eric Enge 10% Perform most of the Likes, Shares, +1s 20% Less Active, but Interact 70% Simply Watch from the Sidelines
@stonetemple +Eric Enge 14.7% of the Population Sending Active Social Signals
@stonetemple +Eric Enge Noisy Signal
@stonetemple +Eric Enge Friend’s Opinion
@stonetemple +Eric Enge Strong Signal
Influencer Marketing How Social Media Drives Killer Links
@stonetemple The Synergy We Are Looking For +Eric Enge Shared on Google+ Helps Drive New Circlers, Shares, +1s Traffic, Links, and New Subscribers
@stonetemple The Synergy We Are Looking For +Eric Enge (Influencers) (Sharing) (Your Stuff)
@stonetemple +Eric Enge The Influencer Audience Factor YOU INFLUENCER Your Reach Their Reach
@stonetemple +Eric Enge The Influencer Trust Factor 20 Shares 10 Links 20,000 Connections 100 Shares 50 Links 20,000 Connections
@stonetemple +Eric Enge Creating Trust in One Relationship Personal Interaction Give Back Value To Others
@stonetemple +Eric Enge Relationship Building Pyramid Higher Higher Effort Value
@stonetemple +Eric Enge Likelihood to Share Formula + + Quality Content = Visibility Relevance Share Rate Trust in + Author/ + Referrer Unique Content +
@stonetemple +Eric Enge Creating Impressions Direct Outreach Potential Linker
@stonetemple +Eric Enge 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
Case Study 1
@stonetemple +Eric Enge
@stonetemple Influencer Marketing +Eric Enge
@stonetemple +Eric Enge Blog with Quality Content
@stonetemple +Eric Enge Lots of Guest Posts
@stonetemple +Eric Enge 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
@stonetemple +Eric Enge 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
Case Study 2
@stonetemple +Eric Enge
@stonetemple +Eric Enge Influencer Marketing
@stonetemple +Eric Enge Blog with Great Content
@stonetemple +Eric Enge Gives Interviews
@stonetemple +Eric Enge
@stonetemple +Eric Enge 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+
@stonetemple +Eric Enge Sample Results
Case Study 3 The Importance of Opportunism
@stonetemple How it started for me +Eric Enge • Feb/Mar 2005: Went to SES NY • Sat in on this panel:
@stonetemple +Eric Enge 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!
@stonetemple +Eric Enge November 2006
@stonetemple +Eric Enge First One In
@stonetemple +Eric Enge Still Ranks (Web Analytics Report) #9
@stonetemple +Eric Enge Another Event …
@stonetemple +Eric Enge Guess Who Offered to Write for SEW?
@stonetemple +Eric Enge SES Chicago December 2008 • Got asked to help write a book • Published November 2009
@stonetemple +Eric Enge 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
@stonetemple +Eric Enge Restart • May 2011: Got Twitter going • May 2011: Restarted interview series • July 2011: Started leveraging Twitter to support the interviews
@stonetemple +Eric Enge Interview with Tiffany Oberoi
@stonetemple +Eric Enge An Influencer Said Something Nice About it
Search on Reconsideration @stonetemple +Eric Enge Requests #4!
@stonetemple +Eric Enge Interview with Peter Norvig
@stonetemple +Eric Enge Influencer Tweet 3.8 Million Followers!
@stonetemple +Eric Enge An “Event” (Peter Norvig Interview)
Social Media and SEO: 1 + 1 = 5
Thank You! Eric Enge eenge@stonetemple.com @stonetemple +Eric Enge (508) 485-7751

More Related Content

Social Media and SEO: 1 + 1 = 5

  • 1. Eric Enge President Stone Temple Consulting and co-author, The Art of SEO 1
  • 2. Reasons You Should Belong to SEMPO • Expand Your Knowledge • Engage With Industry Leaders • Maximize Your Career Growth • Grow Your Business • Save Money
  • 5. Eric Enge CEO Stone Temple Consulting Co-author, The Art of SEO 5
  • 6. @stonetemple +Eric Enge Who Am I? Co-author of The Art of SEO President of Stone Temple Consulting 25+ person Internet Marketing firm Trainer for Instant E-Training Founder of Web Site Publishing Companies Publish web sites, grow them, then sell them 2 significant exits so far On Twitter: @stonetemple
  • 7. @stonetemple +Eric Enge 7,780 Results!
  • 8. @stonetemple +Eric Enge 731 Million Results ADS Popular search query – Credit Cards Google Controlled Page!
  • 9. @stonetemple +Eric Enge Top 10 Organic Results – Credit Cards 1. Creditcards.com 1. Capital One 2. Visa 2. Bankrate 3. Mastercard 4. Chase 3. Citibank 5. Bank of America 4. Discover 5. Cardratings.co m
  • 10. The result is broken Why?
  • 11. @stonetemple +Eric Enge Something Was Missing
  • 12. @stonetemple +Eric Enge 42,700 Results!
  • 13. @stonetemple +Eric Enge How Many Results Matter? Or Maybe only 1?
  • 14. @stonetemple If Google Gets the Rest of the +Eric Enge Results “Wrong” … Does it matter?
  • 15. @stonetemple +Eric Enge Enter Search, plus Your World
  • 16. @stonetemple +Eric Enge How Many Results Matter Now? Only 4 non-ads above the fold
  • 17. @stonetemple +Eric Enge 3 of these come from a ranking algo that did not exist prior to January 10, 2012
  • 18. @stonetemple +Eric Enge The Seismic Shifts Will Continue
  • 19. @stonetemple +Eric Enge This Device May Dissappear …
  • 20. @stonetemple +Eric Enge … and this may rule
  • 21. @stonetemple +Eric Enge The Browser May Fade …
  • 22. @stonetemple +Eric Enge … and apps may rule
  • 23. @stonetemple +Eric Enge The impact of social is already huge
  • 24. Google Giving Up Ad @stonetemple +Eric Enge Revenue to Promote it SPYW Ads
  • 25. @stonetemple +Eric Enge 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
  • 27. @stonetemple Picking the Best Content +Eric Enge
  • 28. @stonetemple +Eric Enge Weighting Votes - Relevance
  • 29. @stonetemple +Eric Enge Weighting Votes – Authority • How well do you know the topic? • Recognized Thought leader?
  • 30. @stonetemple +Eric Enge Weighting Votes - Trust • Can your opinion be trusted? • What are your Perceived motives? • Do people engage With your brand?
  • 31. @stonetemple +Eric Enge Weighing Votes – Effort & Commitment
  • 32. @stonetemple +Eric Enge Balance of Signals? (Hint)
  • 34. @stonetemple Personalization Off – Still +Eric Enge Get G+ Results
  • 35. @stonetemple +Eric Enge Highly Personalized Query
  • 36. @stonetemple +Eric Enge Not All Queries
  • 37. @stonetemple +Eric Enge Friend Likes in Bing Results
  • 38. @stonetemple +Eric Enge • NoFollowed, but still act like links • Author authority matters
  • 39. @stonetemple +Eric Enge Facebook Authority & Links
  • 40. @stonetemple +Eric Enge 139 718,995
  • 41. @stonetemple +Eric Enge Follower/Following
  • 42. @stonetemple +Eric Enge 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
  • 44. @stonetemple +Eric Enge 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
  • 45. @stonetemple Google can see Facebook +Eric Enge Comments (Crawl Based)
  • 46. @stonetemple +Eric Enge Likes, Shares May Show Up in Friend’s Feeds
  • 47. @stonetemple What Determines What Feeds? +Eric Enge • 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
  • 48. @stonetemple +Eric Enge 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!
  • 49. @stonetemple +Eric Enge 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
  • 50. @stonetemple +Eric Enge Google+ Brand Pages
  • 51. @stonetemple +Eric Enge Facebook in US 150 Million US Users 48.8% of the Population
  • 52. @stonetemple +Eric Enge NOT on Facebook 51.2% of the Population
  • 53. @stonetemple +Eric Enge 10% Perform most of the Likes, Shares, +1s 20% Less Active, but Interact 70% Simply Watch from the Sidelines
  • 54. @stonetemple +Eric Enge 14.7% of the Population Sending Active Social Signals
  • 55. @stonetemple +Eric Enge Noisy Signal
  • 56. @stonetemple +Eric Enge Friend’s Opinion
  • 57. @stonetemple +Eric Enge Strong Signal
  • 58. Influencer Marketing How Social Media Drives Killer Links
  • 59. @stonetemple The Synergy We Are Looking For +Eric Enge Shared on Google+ Helps Drive New Circlers, Shares, +1s Traffic, Links, and New Subscribers
  • 60. @stonetemple The Synergy We Are Looking For +Eric Enge (Influencers) (Sharing) (Your Stuff)
  • 61. @stonetemple +Eric Enge The Influencer Audience Factor YOU INFLUENCER Your Reach Their Reach
  • 62. @stonetemple +Eric Enge The Influencer Trust Factor 20 Shares 10 Links 20,000 Connections 100 Shares 50 Links 20,000 Connections
  • 63. @stonetemple +Eric Enge Creating Trust in One Relationship Personal Interaction Give Back Value To Others
  • 64. @stonetemple +Eric Enge Relationship Building Pyramid Higher Higher Effort Value
  • 65. @stonetemple +Eric Enge Likelihood to Share Formula + + Quality Content = Visibility Relevance Share Rate Trust in + Author/ + Referrer Unique Content +
  • 66. @stonetemple +Eric Enge Creating Impressions Direct Outreach Potential Linker
  • 67. @stonetemple +Eric Enge 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
  • 71. @stonetemple +Eric Enge Blog with Quality Content
  • 72. @stonetemple +Eric Enge Lots of Guest Posts
  • 73. @stonetemple +Eric Enge Strong Social Presence
  • 74. @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
  • 75. @stonetemple +Eric Enge 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
  • 78. @stonetemple +Eric Enge Influencer Marketing
  • 79. @stonetemple +Eric Enge Blog with Great Content
  • 80. @stonetemple +Eric Enge Gives Interviews
  • 82. @stonetemple +Eric Enge 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+
  • 83. @stonetemple +Eric Enge Sample Results
  • 84. Case Study 3 The Importance of Opportunism
  • 85. @stonetemple How it started for me +Eric Enge • Feb/Mar 2005: Went to SES NY • Sat in on this panel:
  • 86. @stonetemple +Eric Enge 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!
  • 87. @stonetemple +Eric Enge November 2006
  • 88. @stonetemple +Eric Enge First One In
  • 89. @stonetemple +Eric Enge Still Ranks (Web Analytics Report) #9
  • 90. @stonetemple +Eric Enge Another Event …
  • 91. @stonetemple +Eric Enge Guess Who Offered to Write for SEW?
  • 92. @stonetemple +Eric Enge SES Chicago December 2008 • Got asked to help write a book • Published November 2009
  • 93. @stonetemple +Eric Enge 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
  • 94. @stonetemple +Eric Enge Restart • May 2011: Got Twitter going • May 2011: Restarted interview series • July 2011: Started leveraging Twitter to support the interviews
  • 95. @stonetemple +Eric Enge Interview with Tiffany Oberoi
  • 96. @stonetemple +Eric Enge An Influencer Said Something Nice About it
  • 97. Search on Reconsideration @stonetemple +Eric Enge Requests #4!
  • 98. @stonetemple +Eric Enge Interview with Peter Norvig
  • 99. @stonetemple +Eric Enge Influencer Tweet 3.8 Million Followers!
  • 100. @stonetemple +Eric Enge An “Event” (Peter Norvig Interview)