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Lecture given at Brigham Young University on February 23, 2011. Describes how SEO and social media work together, gives examples of successful "link bait" and discusses promotion.
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SEO& SOCIAL MEDIAEngineering Link Magnetism
“Content is the bright center of the web.”
Sean Connery
Content On Your Website Is King
V
Exposure
AwarenessMotivation
http://www.slideshare.net/danzarrella/the-science-of-social-media
1
0 5 10 15 20 25 30 35 40 45 50
ReciprocityConversationsThey might miss itCommon interestsRelationship buildingUtilityHumorPersonal relevance
Why Do People Share Content?
http://www.slideshare.net/danzarrella/the-science-of-social-media
1. When Google Owns You2. 50 Ideas on Using Twitter for Business3. 20 Free eBooks About Social Media4. 50 Ways to Take Your Blog to the Next Level5. Free eBook on Personal Branding6. 50 Ways Marketers Can use Social Media to Improve Their
Marketing7. 100 Personal Branding Tactics Using Social Media8. 50 Steps to Establishing a Consistent Social Media Practice9. 50 Online Applications and Sites to Consider10.Twelve Ways to Sell Social Media to Your Boss
Chris Brogan’s10 Most Linked-To Posts
http://www.chrisbrogan.com/my-50-most-linked-to-posts/
WillItBlend.com Video: 160 backlinks
YouTube Video:
2,776 backlinks!
Memetics: The Study of Cultural Transfer
KnowYourMeme.com
“We view a behavior as more correct… to the degree that we see others performing it.”
Robert Cialdini
PromotionWorkflow1. Publish on
Blog2. Twitter3. Facebook4. Niche Social
Bookmarking5. Vote Seeding6. More Twitter7. Respond to
Comments
Result: 48 backlinks
What factorswould have lead
to more backlinks?
1. Try lots of campaigns and iterate on what works2. Audience size does matter3. Find and target your influencers4. Bigger & louder works – to a point5. Personalize: talk to your audience6. Avoid link fatigue7. Help your audience look cool8. Use combined relevance
http://www.slideshare.net/danzarrella/the-science-of-social-media
SEO!
Short URLs, Use keywords in the title tag, H1 tag, meta description, keywords in the ALT attribute (images), create embed codes for infographics, keywords in body content, link internally to the content from other web pages, pitch to influentials / bloggers, track online mentions of the post, trackbacks, identify content scraping, link from the content page to other important pages of your site, use analytics to track traffic sources and keywords, improve optimization
Perfect The Magnet(Network, Creation, Release,
Aftermath)
@scottcowley
scowley@seo.com
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