using social media to build killer links
DESCRIPTION
Discusses how influencers play a big role in social media link building. Includes 3 case studies of this working effectively.TRANSCRIPT
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
How Social Media Drives Killer Links
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Shared onGoogle+
Traffic, Links, and New Subscribers
Helps DriveNew Circlers,Shares, +1s
The Synergy We Are Looking For
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
#1!
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Your Reach Their Reach
The Value of Influencers
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
20,000 Connections
20,000 Connections
20 Shares
100 Shares
10 Links
50 Links
The Influencer Conversion Bonus
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Influencer Summary
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
PersonalInteraction
Give Back
Value to Others
Creating Trust in One Relationship
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Relationship Building Pyramid
1 on 1
Meeting
Blogging
Meetups
Higher Value
Higher Effort
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Likelihood to Share Formula
Share Rate =
Relevance *
Uniqueness of Content *
Quality of Content *
Trust in Author *
Visibility
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Likelihood to Link Formula
Share Rate =
Relevance *
Uniqueness of Content *
Quality of Content *
Trust in Author *
Trust in Referring Sources *
Impressions
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Creating ImpressionsDirect Outreach
Broadcast
Shares
PotentialLinker
• Media Sites• Individual Influencers
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
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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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Case Study 1
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Influencer Marketing
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Blog with
Quality Content
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Lots of Guest Posts
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Strong Twitter Presence
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Solid Facebook Presence
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
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
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
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
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Case Study 2
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Influencer Marketing
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Blog with Great
Content
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Gives Interviews
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Strong Facebook Presence
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Google+ Too
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
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+
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Sample Results
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Case Study 3The
Importance of Opportunism
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Issues ….• Started doing SEO in 2002
• Started building consulting biz in 2005• LOTS of companies started way before us
• Slow to start in social media• Limited time to spend:
– Highly Involved in day to day company management– Company is growing in leaps and bounds– Also, run another business too …
• Highly introverted personality• With these disadvantages, was it worth it?
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
How it started
• Feb/Mar 2005: Went to SES NY• Sat in on this panel:
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Methodology
• 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!
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
November 2006
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
First One In
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Still Ranks (Web Analytics Report)
#9
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Another Event …
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Guess Who Offered to Write for SEW?
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
SES Chicago December 2008
• Got asked to help write a book
• Published November 2009
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
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
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Results
• Strong Influencer relationships• Good overall visibility• Business size quintupled over two years
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Missed Opportunities
• No social media leverage• Ramblings About SEO Blog lost steam
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Restart
• May 2011: Got Twitter going• May 2011: Restarted interview series• July 2011: Started leveraging Twitter to
support the interviews
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Interview with Tiffany Oberoi
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
An Influencer Said Something Nice About it
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Search on Reconsideration Requests
#4!
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Interview with Peter Norvig
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Influencer Tweet
3.8 Million Followers!
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
An “Event” (Peter Norvig Interview)
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+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Thank You!
Eric [email protected]@stonetemple(508) 485-7751www.stonetemple.com For a One Sheet SEO Checklist, email me, or drop
off a business card