seo guru eric enge talks to nim at august 23 event
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TRANSCRIPT
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
@stontemple / + 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?
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SEOs Created Garbage Content
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SEOs focused on tricks
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But What About Users?
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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
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Enter Panda
Feb 23, 2011
Attacked poor content sites
Many updates since then (on version 3.9)
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Bad Link Building Practices
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Bought Links
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Does Your Anchor Text Look Like This?
12%
11%
23%
14%
13%
11%
10%
6%
11 @stontemple / + Eric Enge
Or, Like This?
Brand Name
Domain
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Matt Cutts on “Link Building”
“It segments you into a mindset, and people get focused on the wrong things”
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Enter Penguin
April 24, 2012
Attacked SEO link practices
Updates occur periodically
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So SEO is Dead Right?
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Social to the Rescue! …. ?
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Facebook in US
150 Million US Users
48.8% of the Population
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You Can Build Huge Audiences
WOW!
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Even if You Are Not a Huge Brand
201,859 Likes
3,427 Talking
About This
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Friend’s Opinion
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Strong Signal
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Is Driving Likes the Answer?
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Not So Fast!
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Major Drivers … NOT!
Likes and +1s only ranking factors for friends
Shares not visible to Google
Tweeted links can help Google discover content faster
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NOT on Facebook
51.2% of the Population
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10% Perform most of the Likes, Shares, +1s
70% Simply Watch from the Sidelines
20% Less Active, but Interact
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<5% of the Population Actively Sending Social Signals
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“…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
On using Likes as votes the way links are used:
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Noisy Signal
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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?
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What of our Old Friend, SEO?
SEO
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Configure Your CMS
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Title Tags Play a Big Role
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The Meta Description Can Influence Click Through Rate
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Rel=Author
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Rich Snippets
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Saying SEO is dead
is like saying your
85 year old grandmother can
configure your web server
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Always Room for Creative Strategies!
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An Integrated Approach
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Shared on Google+
Traffic, Links, and New Subscribers
Helps Drive New Circlers, Shares, +1s
Social – SEO Synergy
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The Synergy We Are Looking For
Influencers
Your Stuff
Sharing
Shared on Google+
Traffic, Links, and New Subscribers
Helps Drive New Circlers, Shares, +1s
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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
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YOU INFLUENCER
The Influencer Audience Factor
Your Reach Their Reach
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The Influencer Trust Factor
20,000 Connections
20,000 Connections
20 Shares
10 Links
100 Shares
50 Links
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Personal Interaction
Creating Trust in One Relationship
Give Back
Value To Others
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Relevance Visibility
Likelihood to Share Formula
Share Rate
Unique Content
Quality Content
Trust in Author/Referrer
=
+ +
+
+ +
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Direct Outreach
Creating Impressions
Potential Linker
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Relationship Building Pyramid
Higher Effort
Higher Value
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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
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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
most anyway.” Google’s Matt Cutts
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