social media and seo: 1 + 1 = 5

Eric Enge

President

Stone Temple Consulting and co-author, The Art of SEO

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

Housekeeping

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

@stonetemple+Eric Enge

7,780 Results!

Popular search query – Credit

731 Million Results

Google ControlledPage!

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

The result is brokenWhy?

Something Was Missing

42,700 Results!

Or Maybeonly 1?

How Many Results Matter?

If Google Gets the Rest of theResults “Wrong” …

Does it matter?

Enter Search, plus Your World@stonetemple+Eric Enge

How Many Results Matter Now?

Only 4 non-ads above the fold

3 of these come from a ranking algo that

did not exist prior to January 10, 2012

The Seismic Shifts Will Continue

This Device May Dissappear …

… and this may rule

The Browser May Fade …

… and apps may rule

The impact of social is already huge

Google Giving Up AdRevenue to Promote it

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

Picking the Best Content@stonetemple+Eric Enge

Weighting Votes - Relevance

Weighting Votes – Authority

• How well do you know the topic?• Recognized Thought leader?

Weighting Votes - Trust

• Can your opinionbe trusted?• What are yourPerceived motives?• Do people engageWith your brand?

Weighing Votes – Effort & Commitment

Balance of Signals?

(Hint)

Prime Real Estate@stonetemple+Eric Enge

Personalization Off – StillGet G+ Results

Highly Personalized Query

Not All Queries

Friend Likes in Bing Results

• NoFollowed, but still act like links• Author authority matters

Facebook Authority & Links@stonetemple+Eric Enge

718,995

Follower/Following

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

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

Google can see FacebookComments (Crawl Based)

Likes, Shares May Show Upin Friend’s Feeds

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

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!

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

Google+ Brand Pages

Facebook in US

150 Million US Users

48.8% of thePopulation

NOT on Facebook

51.2% of thePopulation

10% Perform most of the Likes, Shares, +1s

20% Less Active, but Interact

70% Simply Watch from the Sidelines

14.7% of the Population

Sending Active Social Signals

Noisy Signal

Friend’s Opinion

Strong Signal

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)

YOU INFLUENCER

The Influencer Audience Factor

Your Reach Their Reach

The Influencer Trust Factor

20,000 Connections

20 Shares

10 Links

100 Shares

50 Links

Personal Interaction

Creating Trust in One Relationship

Give Back

Value To Others

Relationship Building Pyramid

HigherEffort

HigherValue

RelevanceVisibility

Likelihood to Share Formula

Share Rate

Unique Content

Quality Content

Trust inAuthor/Referrer

Direct Outreach

Creating Impressions

Potential Linker

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

Influencer Marketing@stonetemple+Eric Enge

Blog with Quality Content

Lots of Guest Posts

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

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

Influencer Marketing@stonetemple+Eric Enge

Blog with Great

Content

Gives Interviews

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+

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:

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!

November 2006

First One In

Still Ranks (Web Analytics Report)

Another Event …

Guess Who Offered to Write for SEW?

SES Chicago December 2008

• Got asked to help write a book

• Published November 2009

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

Restart

• May 2011: Got Twitter going

• May 2011: Restarted interview series

• July 2011: Started leveraging Twitter to support the interviews

Interview with Tiffany Oberoi@stonetemple+Eric Enge

An Influencer Said SomethingNice About it

Search on ReconsiderationRequests

Interview with Peter Norvig@stonetemple+Eric Enge

Influencer Tweet

3.8 Million Followers!

An “Event” (Peter Norvig Interview)

Thank You!

Eric Enge

eenge@stonetemple.com

@stonetemple

+Eric Enge

(508) 485-7751

social media and seo: 1 + 1 = 5

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