Integrating SEO and Social Media

Focus on the Greater Whole

First Off... Who Am I?

Co-author: The Art of SEO President: Stone Temple Consulting

25+ person SEO and PPC firm

Trainer: Instant E-Training Founder: Web Site Publishing Companies

Publish web sites, grow them, then sell them 2 significant exits so far

Twitter: @stonetemple Google +: +Eric Enge

@stontemple / + Eric Enge

SEO Defined (Traditional)

On Page SEO

1. Make site readable by search engines

2. Tell search engines what your site is about

Off Page SEO

1. 127,485 pages competing for your keyword

2. Why should you be first?

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SEOs Created Garbage Content

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SEOs focused on tricks

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But What About Users?

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The User is Central to the Google Algo

“that is a part of what our algorithm does: work to find quality diverse results that help solve problems for users.”

Google’s Matt Cutts

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Enter Panda

Feb 23, 2011

Attacked poor content sites

Many updates since then (on version 3.9)

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Bad Link Building Practices

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Bought Links

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Does Your Anchor Text Look Like This?

12%

11%

23%

14%

13%

11%

10%

6%

11 @stontemple / + Eric Enge

Or, Like This?

Brand Name

Domain

12 @stontemple / + Eric Enge

Matt Cutts on “Link Building”

“It segments you into a mindset, and people get focused on the wrong things”

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Enter Penguin

April 24, 2012

Attacked SEO link practices

Updates occur periodically

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So SEO is Dead Right?

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Social to the Rescue! …. ?

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Facebook in US

150 Million US Users

48.8% of the Population

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You Can Build Huge Audiences

WOW!

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Even if You Are Not a Huge Brand

201,859 Likes

3,427 Talking

About This

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Friend’s Opinion

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Strong Signal

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Is Driving Likes the Answer?

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Not So Fast!

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Major Drivers … NOT!

Likes and +1s only ranking factors for friends

Shares not visible to Google

Tweeted links can help Google discover content faster

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NOT on Facebook

51.2% of the Population

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10% Perform most of the Likes, Shares, +1s

70% Simply Watch from the Sidelines

20% Less Active, but Interact

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<5% of the Population Actively Sending Social Signals

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“…what does a like mean? Some

people like the page, some folks might

like the content, some folks might just

think it’s funny and likeable. As you

said, the likes are a good signal, but

they’re not a granular signal of what

particular thing you’re actually

expressing a like about.” Bing’s

Stefan Weitz

On using Likes as votes the way links are used:

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Noisy Signal

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What About Direct Business from Social?

Low CTR on ads

Low conversion rates

Does your brand lend itself to an audience?

What would you have to invest to get there?

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What of our Old Friend, SEO?

SEO

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Configure Your CMS

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Title Tags Play a Big Role

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The Meta Description Can Influence Click Through Rate

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Rel=Author

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Rich Snippets

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Saying SEO is dead

is like saying your

85 year old grandmother can

configure your web server

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Always Room for Creative Strategies!

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An Integrated Approach

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Shared on Google+

Traffic, Links, and New Subscribers

Helps Drive New Circlers, Shares, +1s

Social – SEO Synergy

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The Synergy We Are Looking For

Influencers

Your Stuff

Sharing

Shared on Google+

Traffic, Links, and New Subscribers

Helps Drive New Circlers, Shares, +1s

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Links You Won’t Get

Bad Anchor Text Mix

Article directories

Low value directories

Blog and forum comments

Link networks

Wordpress themes

Reciprocal links

Sites that do not care about content quality

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YOU INFLUENCER

The Influencer Audience Factor

Your Reach Their Reach

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The Influencer Trust Factor

20,000 Connections

20,000 Connections

20 Shares

10 Links

100 Shares

50 Links

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Personal Interaction

Creating Trust in One Relationship

Give Back

Value To Others

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Relevance Visibility

Likelihood to Share Formula

Share Rate

Unique Content

Quality Content

Trust in Author/Referrer

=

+ +

+

+ +

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Direct Outreach

Creating Impressions

Potential Linker

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Relationship Building Pyramid

Higher Effort

Higher Value

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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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Link Building The Right Way

“By doing things that

help build your own

reputation, you are

focusing on the right

types of activity. Those

are the signals we want

to find and value the

most anyway.” Google’s Matt Cutts

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Thank You!

Eric Enge

eenge@stonetemple.com

@stonetemple

+ Eric Enge

(508) 485-7751

www.stonetemple.com