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The Future of Online Marketing - Newport August 2012

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Eric Enge
Eric Enge

Pandas and Penguins rule. Is SEO dead? Is social media the savior? See why it is not that simple, and how an integrated social media strategy can play a big role in driving your SEO

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Integrating SEO and Social Media Focus on the Greater Whole
First Off... Who Am I?  Co-author: The Art of SEO  President: Stone Temple Consulting 25+ person SEO and PPC firm  Trainer: Instant E-Training  Founder: Web Site Publishing Companies Publish web sites, grow them, then sell them 2 significant exits so far  Twitter: @stonetemple  Google +: +Eric Enge @stonetemple / + Eric Enge
SEO Defined (Traditional)  On Page SEO 1. Make site readable by search engines 2. Tell search engines what your site is about  Off Page SEO 1. 127,485 pages competing for your keyword 2. Why should you be first? @stonetemple / + Eric Enge
SEOs Created Garbage Content @stonetemple / + Eric Enge
SEOs focused on tricks @stonetemple / + Eric Enge
But What About Users? @stonetemple / + Eric Enge
The User is Central to the Google Algo “that is a part of what our algorithm does: work to find quality diverse results that help solve problems for users.” Google’s Matt Cutts @stonetemple / + Eric Enge
Enter Panda  Feb 23, 2011  Attacked poor content sites  Many updates since then (on version 3.9) @stonetemple / + Eric Enge
Bad Link Building Practices @stonetemple / + Eric Enge
Bought Links @stonetemple / + Eric Enge
Does Your Anchor Text Look Like This? 6% 12% 10% 11% 11% 13% 23% 14% @stonetemple / + Eric Enge 11
Or, Like This? Domain Brand Name @stonetemple / + Eric Enge 12
Matt Cutts on “Link Building” “It segments you into a mindset, and people get focused on the wrong things” @stonetemple / + Eric Enge
Enter Penguin  April 24, 2012  Attacked SEO link practices  Updates occur periodically @stonetemple / + Eric Enge
So SEO is Dead Right? @stonetemple / + Eric Enge
Social to the Rescue! …. ? @stonetemple / + Eric Enge
Facebook in US 150 Million US Users 48.8% of the Population @stonetemple / + Eric Enge
You Can Build Huge Audiences WOW! @stonetemple / + Eric Enge
Even if You Are Not a Huge Brand 201,859 Likes 3,427 Talking About This @stonetemple / + Eric Enge
Friend’s Opinion @stonetemple / + Eric Enge
Strong Signal @stonetemple / + Eric Enge
Is Driving Likes the Answer? @stonetemple / + Eric Enge
Not So Fast! @stonetemple / + Eric Enge
Major Drivers … NOT!  Likes and +1s only ranking factors for friends  Shares not visible to Google  Tweeted links can help Google discover content faster @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
<5% of the Population Actively Sending Social Signals @stonetemple / + Eric Enge
On using Likes as votes the way links are used: “…what does a like mean? Some people like the page, some folks might like the content, some folks might just think it’s funny and likeable. As you said, the likes are a good signal, but they’re not a granular signal of what particular thing you’re actually expressing a like about.” Bing’s Stefan Weitz @stonetemple / + Eric Enge
Noisy Signal @stonetemple / + Eric Enge
What About Direct Business from Social?  Low CTR on ads  Low conversion rates  Does your brand lend itself to an audience?  What would you have to invest to get there? @stonetemple / + Eric Enge
What of our Old Friend, SEO? SEO @stonetemple / + Eric Enge
Configure Your CMS @stonetemple / + Eric Enge
Title Tags Play a Big Role @stonetemple / + Eric Enge
The Meta Description Can Influence Click Through Rate @stonetemple / + Eric Enge
Rel=Author @stonetemple / + Eric Enge
Rich Snippets @stonetemple / + Eric Enge
Saying SEO is dead is like saying your 85 year old grandmother can configure your web server @stonetemple / + Eric Enge
Always Room for Creative Strategies! @stonetemple / + Eric Enge
An Integrated Approach @stonetemple / + Eric Enge
Social – SEO Synergy Shared on Google+ Helps Drive New Circlers, Shares, +1s Traffic, Links, and New Subscribers @stonetemple / + Eric Enge
The Synergy We Are Looking For Influencers Sharing Shared on Google+ Helps Drive Your Stuff New Circlers, Shares, +1s Traffic, Links, and New Subscribers @stonetemple / + Eric Enge
Links You Won’t Get  Bad Anchor Text Mix  Article directories  Low value directories  Blog and forum comments  Link networks  Wordpress themes  Reciprocal links  Sites that do not care about content quality @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
Likelihood to Share Formula + + Quality Content = Visibility Share Rate Relevance Trust in + Author/ + Referrer Unique Content + @stonetemple / + Eric Enge
Creating Impressions Direct Outreach Potential Linker @stonetemple / + Eric Enge
Relationship Building Pyramid Higher Higher Effort Value @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 @stonetemple / + Eric Enge
Link Building The Right Way “By doing things that help build your own reputation, you are focusing on the right types of activity. Those are the signals we want to find and value the Google’s Matt Cutts most anyway.” @stonetemple / + Eric Enge
Thank You! Eric Enge eenge@stonetemple.com @stonetemple + Eric Enge (508) 485-7751 www.stonetemple.com

More Related Content

The Future of Online Marketing - Newport August 2012

  • 1. Integrating SEO and Social Media Focus on the Greater Whole
  • 2. First Off... Who Am I?  Co-author: The Art of SEO  President: Stone Temple Consulting 25+ person SEO and PPC firm  Trainer: Instant E-Training  Founder: Web Site Publishing Companies Publish web sites, grow them, then sell them 2 significant exits so far  Twitter: @stonetemple  Google +: +Eric Enge @stonetemple / + Eric Enge
  • 3. SEO Defined (Traditional)  On Page SEO 1. Make site readable by search engines 2. Tell search engines what your site is about  Off Page SEO 1. 127,485 pages competing for your keyword 2. Why should you be first? @stonetemple / + Eric Enge
  • 4. SEOs Created Garbage Content @stonetemple / + Eric Enge
  • 5. SEOs focused on tricks @stonetemple / + Eric Enge
  • 6. But What About Users? @stonetemple / + Eric Enge
  • 7. The User is Central to the Google Algo “that is a part of what our algorithm does: work to find quality diverse results that help solve problems for users.” Google’s Matt Cutts @stonetemple / + Eric Enge
  • 8. Enter Panda  Feb 23, 2011  Attacked poor content sites  Many updates since then (on version 3.9) @stonetemple / + Eric Enge
  • 9. Bad Link Building Practices @stonetemple / + Eric Enge
  • 11. Does Your Anchor Text Look Like This? 6% 12% 10% 11% 11% 13% 23% 14% @stonetemple / + Eric Enge 11
  • 12. Or, Like This? Domain Brand Name @stonetemple / + Eric Enge 12
  • 13. Matt Cutts on “Link Building” “It segments you into a mindset, and people get focused on the wrong things” @stonetemple / + Eric Enge
  • 14. Enter Penguin  April 24, 2012  Attacked SEO link practices  Updates occur periodically @stonetemple / + Eric Enge
  • 15. So SEO is Dead Right? @stonetemple / + Eric Enge
  • 16. Social to the Rescue! …. ? @stonetemple / + Eric Enge
  • 17. Facebook in US 150 Million US Users 48.8% of the Population @stonetemple / + Eric Enge
  • 18. You Can Build Huge Audiences WOW! @stonetemple / + Eric Enge
  • 19. Even if You Are Not a Huge Brand 201,859 Likes 3,427 Talking About This @stonetemple / + Eric Enge
  • 22. Is Driving Likes the Answer? @stonetemple / + Eric Enge
  • 23. Not So Fast! @stonetemple / + Eric Enge
  • 24. Major Drivers … NOT!  Likes and +1s only ranking factors for friends  Shares not visible to Google  Tweeted links can help Google discover content faster @stonetemple / + Eric Enge
  • 25. NOT on Facebook 51.2% of the Population @stonetemple / + Eric Enge
  • 26. 10% Perform most of the Likes, Shares, +1s 20% Less Active, but Interact 70% Simply Watch from the Sidelines @stonetemple / + Eric Enge
  • 27. <5% of the Population Actively Sending Social Signals @stonetemple / + Eric Enge
  • 28. On using Likes as votes the way links are used: “…what does a like mean? Some people like the page, some folks might like the content, some folks might just think it’s funny and likeable. As you said, the likes are a good signal, but they’re not a granular signal of what particular thing you’re actually expressing a like about.” Bing’s Stefan Weitz @stonetemple / + Eric Enge
  • 30. What About Direct Business from Social?  Low CTR on ads  Low conversion rates  Does your brand lend itself to an audience?  What would you have to invest to get there? @stonetemple / + Eric Enge
  • 31. What of our Old Friend, SEO? SEO @stonetemple / + Eric Enge
  • 33. Title Tags Play a Big Role @stonetemple / + Eric Enge
  • 34. The Meta Description Can Influence Click Through Rate @stonetemple / + Eric Enge
  • 37. Saying SEO is dead is like saying your 85 year old grandmother can configure your web server @stonetemple / + Eric Enge
  • 38. Always Room for Creative Strategies! @stonetemple / + Eric Enge
  • 40. Social – SEO Synergy Shared on Google+ Helps Drive New Circlers, Shares, +1s Traffic, Links, and New Subscribers @stonetemple / + Eric Enge
  • 41. The Synergy We Are Looking For Influencers Sharing Shared on Google+ Helps Drive Your Stuff New Circlers, Shares, +1s Traffic, Links, and New Subscribers @stonetemple / + Eric Enge
  • 42. Links You Won’t Get  Bad Anchor Text Mix  Article directories  Low value directories  Blog and forum comments  Link networks  Wordpress themes  Reciprocal links  Sites that do not care about content quality @stonetemple / + Eric Enge
  • 43. The Influencer Audience Factor YOU INFLUENCER Your Reach Their Reach @stonetemple / + Eric Enge
  • 44. The Influencer Trust Factor 20 Shares 10 Links 20,000 Connections 100 Shares 50 Links 20,000 Connections @stonetemple / + Eric Enge
  • 45. Creating Trust in One Relationship Personal Interaction Give Back Value To Others @stonetemple / + Eric Enge
  • 46. Likelihood to Share Formula + + Quality Content = Visibility Share Rate Relevance Trust in + Author/ + Referrer Unique Content + @stonetemple / + Eric Enge
  • 47. Creating Impressions Direct Outreach Potential Linker @stonetemple / + Eric Enge
  • 48. Relationship Building Pyramid Higher Higher Effort Value @stonetemple / + Eric Enge
  • 49. 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 @stonetemple / + Eric Enge
  • 50. Link Building The Right Way “By doing things that help build your own reputation, you are focusing on the right types of activity. Those are the signals we want to find and value the Google’s Matt Cutts most anyway.” @stonetemple / + Eric Enge
  • 51. Thank You! Eric Enge eenge@stonetemple.com @stonetemple + Eric Enge (508) 485-7751 www.stonetemple.com