2016 how to create perfect storm with seo and social media ppt presentation- slideshare
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How to Create the Perfect Storm with SEO and Social Media
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Andy Crestodina \ Strategic Directorat Orbit Media Studios
Roy Hinkis\ SEO Evangelist at SimilarWeb
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3SimilarWeb.comFree Data for All
The Social / Search Correlation
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The Correlation DataSource: MOZ Search Ranking Factors 20134
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People who drowned by falling in pools...Films Nicolas Cage Appeared In... sources: CDC, IMDB and tylervigen.com 5
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People who Drowned by Falling in Pools/Films Nicolas Cage Appeared In
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The Social / Search Causation8
Google+ and Personalized Search
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Personalized Search Results Page
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The Value of Links11
links are credibility
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more links = more credibility
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links from credible sites = much more credibility
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many outgoing links = less credibility per link
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Correlation between links and rankingsSource: MOZ Search Ranking Factors15
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17Lead
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TrafficLeadConversions
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RankTrafficLeadConversions
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LinksRankTrafficLeadConversionsContent
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RelationshipsContentLinksRankTrafficLeadConversionsContent
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Content + Visibility = Links!22
There are Two Kinds of People on the Internet
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CreatorsContributors And lurkersSources: Wikipedia
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Two Types of Social Media
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Two Types of Social Media
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Online NetworkingRelationships with InfluencersContent Promotion Traffic and Branding
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Two Types of Social Media
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Online NetworkingRelationships with InfluencersContent Promotion Traffic and Branding ...direct benefits ...indirect benefits
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27 Who Creates Content?AuthorsPodcastersAcademic Researchers
Journalists
Event Producers
Bloggers and Blog Editors
And of course...
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Connect with people who have already built the audience you need to reach... Then borrow that audience in a sensitive and considerate way.
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Social media is the worlds greatest phone book
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Follower Wonk
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Build a List
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Engagement ChecklistSource: Groove HQ32
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34Part One: ListenUse Talkwalker, Newsle and Brand24Google+: Add to circleTwitter: FollowSubscribed to blog by feed / email
Twitter: Add to a radar list
Source: Online Networking Guide, Orbit Media
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Twitter Radar
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Feedly
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Google+ Circles of Creators
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38Part Two: Engage+1 their postsLike comments on other blogsComment on their blogFavorite their tweets
Source: Online Networking Guide, Orbit Media
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Comment on their Blog
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40Part Three: ConnectLike LinkedIn posts, mention themEndorse on LinkedInWrite a recommendation on LinkedInConnect on LinkedIn
Source: Online Networking Guide, Orbit MediaSend friend request on Facebook
Like Facebook posts, mention them
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LinkedIn Tagging
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42Part Four: Extra MileFollow on apps like Spotify, Runkeeper, FitBit, etc.Review podcast on iTunesReview book on AmazonFollow on Quora, Medium, Instagram, Yelp, MeetUp, Storify, Listly, etc.
Source: Online Networking Guide, Orbit Media
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The Fame-To-Speed Ratio
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44Part Five: CollaborateGet a contributor quoteInclude them in an expert roundupDeep dive interviewMention them in your content
Source: Online Networking Guide, Orbit Media
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Collaborate
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46Part Six: FriendshipFace-to-face meetingMastermind GroupHand-written thank you notePhone call, Skype or Google+ Hangout
Source: Online Networking Guide, Orbit Media
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If youre not making friends, youre doing it wrong.
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47Anatomy of A Relationship - Building Email
This has resulted in an 83% positive response rate and infinite invaluable feedbackSource: Groove HQ
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Which Link Building Tactics Are Most Effective?Source: MOZ Search Ranking Factors48
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Publish everywhere!
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...thats how to become an influencer yourself.
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Cross the Streams
51The strength of weak connections!
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Post in one place...52
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...see who shared it...
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54...thank them while sharing it in another place.
1. Publish2. Share here3. Say thanks there!
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Get Out There!
55Events are the biggest shortcut
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Events let you skip right to face-to-face.
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Confidence GapEffectiveness Ratings of Tactics Among B2B UsersSource: 2014 B2B Content Marketing Trends North America: Content Marketing Institute/MarketingProfs57
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Influencer Marketing Tools59
InkyBee
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InkyBee
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GroupHigh
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Social Traffic vs. Search Traffic63
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Social Traffic Conversion Rates
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Source: Google Analytics Orbit Media
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Social Traffic Conversion Rates
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Social actions. Search Outcomes
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Social actions. Search Outcomes
67Source: Orbit Media
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How Social Sharing Affects Search Rankings
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How Social Sharing Affects Search Rankings
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Social Scheduling71
Social Sharing ScheduleSource: KISSmetrics71
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Scheduling SharesSource: ?72
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Source: ?73
@SimilarWeb @crestodina @royhinkis Scheduling Shares
Source: ?74
@SimilarWeb @crestodina @royhinkis Scheduling Shares
Source: ?75
@SimilarWeb @crestodina @royhinkis Scheduling Shares
Source: ?76
@SimilarWeb @crestodina @royhinkis Scheduling Shares
Source: ?77
@SimilarWeb @crestodina @royhinkis Scheduling Shares
BufferSource: ?78
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Social Automation
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81How To Share Big TimeThe times of day that are best for your followersThe tool that keeps those posts in rotation at those times
The content that get shared, get clicked and gets visitors to act
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Share What Gets SharedSource: BuzzSumo81
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Share What Gets Clicked the MostSource: ?82
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Share What Converts the MostSource: ?83
Source: ?84
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Conversion Rate Per BlogSource: ?85
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Share When People Tend to be ActiveSource: Orbit Media86
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Share When your Audience is ActiveSource: FollowerWonk87
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Load the Posts into the ToolSource: ?88
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90Use Every Trick in the BookSecondary headline (number)Special characters Use copypastecharacter.com#HashtagsHeadline (clarity and benefits)
Linebreaks
Image
The Link!
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Load the Schedule into the ToolSource: ?90
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This Might HelpSource: Orbit Media91
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To see where your traffic is coming from, click here to try SimilarWeb.
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