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How to coordinate your social media and SEO strategies. I did this presentation as a spotlight session at Pubcon Las Vegas 2011.
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@stonetemple
Social Media Marketingfor Link Building and SEO
@stonetemple
Who Am I?
Co-author of The Art of SEOPresident of Stone Temple Consulting
20+ person SEO and PPC 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
Top Brands
Mediabistro.com
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Leveraging a Large Fan Base
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Small Brands Can Build a Presence
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Example Update
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Engage the Audience!
• 109 comments!• Identifies people ready to think about career change
46,000+Fans
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Add Value Related to Your Offering
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Create Engaging Experiences
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Share Great Stuff
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Not Just Your Own Stuff
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Participate in the Community
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Leverage Influencers
They have larger audiences
Their recommendations are more trusted
Bigger is not by definition better Measure how their connections respond
Number of comments/shares they get for Facebook updates
Klout score (to measure Twitter and Google+ influence)
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Follower/Following
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Facebook Authority & Links
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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
Source: johnfdoherty.com
@stonetemple
@stonetemple
“We can see fan pages, but we can't see Facebook shares”
June 7,2011
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Large Facebook Brands on Twitter
Source:socialbakers.com
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Twitter is Often More Personal
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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 Yes
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
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Google can see Facebook Comments
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Likes & Shares Show Up on Profile
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May Show Up in Friend’s Feeds
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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 weightLikes require little effort, so less weight
D = time decay factor
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It’s Not About You!
It’s about engagement
Create conversations
EdgeRank depends on it
Your own authority depends on it
Don’t be commercialThink about 9 non-commercial updates for
each commercial one
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ITT Tech - Branding?
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Not logged in
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Logged in
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Google+ Company Pages
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Interview with Tiffany Oberoi
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An Influencer Said Something Nice About it
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Results!
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Search on Reconsideration Requests
#4!
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Keys
Created truly unique article
Revealed new information of interest
Influencer tweeted it
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@stonetemple
A Few Case Studies …
292 508
939 Total Links
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An “Event” (Peter Norvig Interview)
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Thank You!
Eric Enge
eenge@stonetemple.com
@stonetemple
(508) 485-7751
www.stonetemple.com
For a One Sheet SEO Checklist, email me, or drop off a business card
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