How social media revolutionized search marketing final deck

©2010 Third Door Media, Inc.

How Social Media Has Revolu1onized Search Marke1ng

Wednesday, June 1 -‐ 1 PM EDT Speakers:

Eric Enge, Stone Temple Consul1ng Erez Barak, Op1fy


Eric Enge, Stone Temple Consul1ng

»  Eric Enge is President of Stone Temple Consul9ng, a 20-‐person SEO firm with offices in MassachuseDs and California.

»  He is a regular contributor to industry publica9ons such as Search Engine Land; a frequent speaker at industry events; and he is the author of The Art of SEO (O'Reilly.)


Erez Barak, Op1fy

»  Erez Barak is Vice President of Products and Co-‐Founder at Op9fy;

»  Frequent speaker at industry events. »  Prior to Op9fy, Erez was a director of product marke9ng in HP’s SoVware business unit.

»  He was recently named among the Top 25 Innovators in 2010 by SeaDle Business Magazine.


Link Graph is Breaking Down


New Ranking Signals


»  NoFollowed, but s9ll act like links »  Author authority maDers


Facebook Authority & Links


Friend Likes in Bing Results


Search on Loca1ons


Wisdom of the Crowd


Google Facebook in Results


Google TwiPer Integra1on


How Ranking Used to Work

»  24% Trust/Authority of Domain »  22% Link Popularity of Page »  20% InBound Anchor Text »  15% Keyword Usage »  7% Traffic / Click-‐Through Data »  6% Social Graph Metrics »  5% Registra9on / Hos9ng Data

Source: SEOmoz Ranking Factors Survey


What it Might Look Like Now

21%

19%

11% 18%

7%

20%

4% »  21% Trust/Authority of Domain »  19% Link Popularity of Page »  18% InBound Anchor Text »  11% Keyword Usage »  7% Traffic / Click-‐Through Data »  20% Engagement Metrics »  4% Registra9on / Hos9ng Data

Source: ME


How to Leverage

Search is Integra1ng Social … and Your Website Should too


Like

»  Shows up in Most Recent (your page only)

»  Shows up in Top News (your friend’s pages)


Send

»  Post on Walls or send to someone’s email


Share


Tweet This


Subscribers/Followers/Fans


Facebook Comments


The New Kid on the Block!


Search and Social -‐ Ques1ons

»  Ques9on #1: Where do people spend their 9me? »  Ques9on #2: Are all TwiDer followers created equal? »  Ques9on #2: Does Facebook maDer? »  Ques9on #4: What is the organic CTR? »  Ques9on #5: What do I need to track in real 9me?


Ques1on #1: Where do people spend their 1me?


Ques1on #2: Are all TwiPer users created equal?






Ques1on #3: Does Facebook MaPer?

Not all URLs are created equal

Correla9on between rank and likes

Does rank drive likes? or Do Likes drive rank?

Search Rank

Facebook Likes


Ques1on #4: Organic CTR



»  Cheap CPC terms will likely yield over double the CTR on the first page than expensive CPC terms.

»  Your poten9al organic traffic is nearly three 9mes greater on a lower CPC term.



»  If you’re op9mizing for head terms, you will not see huge benefits un9l you get to the top few posi9ons.

»  If you are op9mizing for a long tail term, you can see decent CTR almost anywhere on the first page


Ques1on #5: What do I need to track in Real Time ?

»  SEO Indicators »  Keyword Ranks »  Page Scores »  Link Opportuni9es


»  Social Indicators »  Likes, Shares, Comments »  Re-‐tweets and Followers »  Social Influence

Ques1on #5: What do I need to track in Real Time?


Ques1on #5: What do I need to track in Real Time? »  Business Indicators

»  Pageviews »  Visitors »  Conversion »  Revenue


Op1fy – Marke&ng in Real Time »  Founded in 2008 and publicly released in March 2010, now has over

1,400 accounts »  Enables marketers to drive more traffic and leads with SEO and social

media, convert visitors to customers, and measure and share results »  Op9fy customers see over 100% increase in organic traffic and over

300% increase in leads in less than 4 months »  Resources:

»  Featured customers and tes9monials are available at www.op9fy.net/customer-‐tes9monials/ ,or read our case studies at www.op9fy.net/category/case-‐studies/

»  We offer 4 Edi9onswww.op9fy.net/edi9ons-‐pricing/ and a 30-‐day free trial www.op9fy.net/sign-‐up/

»  Learn more at www.op9fy.net


710 2nd Avenue Suite 840 SeaDle, WA 98104 t: 1.877.2.OPTIFY f: 1.206.787.1410 www.op9fy.net Visit http://www.optify.net/blog for recap, Q&A, recording and presentation