@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

@stonetemple

Leveraging a Large Fan Base

@stonetemple

Small Brands Can Build a Presence

@stonetemple

Example Update

@stonetemple

Engage the Audience!

• 109 comments!• Identifies people ready to think about career change

46,000+Fans

@stonetemple

Add Value Related to Your Offering

@stonetemple

Create Engaging Experiences

@stonetemple

Share Great Stuff

@stonetemple

Not Just Your Own Stuff

@stonetemple

Participate in the Community

@stonetemple

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)

@stonetemple

Follower/Following

@stonetemple

Facebook Authority & Links

@stonetemple

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

@stonetemple

Large Facebook Brands on Twitter

Source:socialbakers.com

@stonetemple

Twitter is Often More Personal

@stonetemple

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

@stonetemple

Google can see Facebook Comments

@stonetemple

Likes & Shares Show Up on Profile

@stonetemple

May Show Up in Friend’s Feeds

@stonetemple

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

@stonetemple

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

@stonetemple

ITT Tech - Branding?

@stonetemple

Not logged in

@stonetemple

Logged in

@stonetemple

Google+ Company Pages

@stonetemple

@stonetemple

Interview with Tiffany Oberoi

@stonetemple

An Influencer Said Something Nice About it

@stonetemple

Results!

@stonetemple

Search on Reconsideration Requests

#4!

@stonetemple

Keys

Created truly unique article

Revealed new information of interest

Influencer tweeted it

@stonetemple

@stonetemple

A Few Case Studies …

292 508

939 Total Links

@stonetemple

An “Event” (Peter Norvig Interview)

@stonetemple

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