A detailed examination of how social media and SEO interact, including direct social signals, and how to network through social media to do link building.

1. Eric Enge
President
Stone Temple Consulting and
co-author, The Art of SEO
1

2. Reasons You Should Belong to SEMPO
• Expand Your Knowledge
• Engage With Industry
Leaders
• Maximize Your Career Growth
• Grow Your Business
• Save Money

3. Sponsors and Partners
3

4. Housekeeping

5. Eric Enge
CEO Stone Temple Consulting
Co-author, The Art of SEO
5

6. @stonetemple
+Eric Enge
Who Am I?
Co-author of The Art of SEO
President of Stone Temple Consulting
25+ person Internet Marketing firm
Trainer for Instant E-Training
Founder of Web Site Publishing Companies
Publish web sites, grow them, then sell them
2 significant exits so far
On Twitter: @stonetemple

7. @stonetemple
+Eric Enge
7,780 Results!

8. @stonetemple
+Eric Enge
731 Million Results
ADS Popular search
query – Credit
Cards
Google Controlled
Page!

9. @stonetemple
+Eric Enge
Top 10 Organic Results – Credit Cards
1. Creditcards.com 1. Capital One
2. Visa
2. Bankrate
3. Mastercard
4. Chase
3. Citibank
5. Bank of America 4. Discover
5. Cardratings.co
m

10. The result is broken
Why?

11. @stonetemple
+Eric Enge
Something Was Missing

12. @stonetemple
+Eric Enge
42,700 Results!

13. @stonetemple
+Eric Enge
How Many Results Matter?
Or Maybe
only 1?

14. @stonetemple
If Google Gets the Rest of the +Eric Enge
Results “Wrong” …
Does it matter?

15. @stonetemple
+Eric Enge
Enter Search, plus Your World

16. @stonetemple
+Eric Enge
How Many Results Matter Now?
Only 4
non-ads
above the
fold

17. @stonetemple
+Eric Enge
3 of these
come from a
ranking algo
that
did not exist
prior to
January 10,
2012

18. @stonetemple
+Eric Enge
The Seismic Shifts Will Continue

19. @stonetemple
+Eric Enge
This Device May Dissappear …

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+Eric Enge
… and this may rule

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+Eric Enge
The Browser May Fade …

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… and apps may rule

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The impact of social is already huge

24. Google Giving Up Ad @stonetemple
+Eric Enge
Revenue to Promote it
SPYW
Ads

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+Eric Enge
Your GOAL
Become so important that the search results are
broken if you are not in the top 4
Know that the search box itself may change

26. Social Sharing and SEO

27. @stonetemple
Picking the Best Content +Eric Enge

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Weighting Votes - Relevance

29. @stonetemple
+Eric Enge
Weighting Votes – Authority
• How well do
you know the
topic?
• Recognized
Thought leader?

30. @stonetemple
+Eric Enge
Weighting Votes - Trust
• Can your opinion
be trusted?
• What are your
Perceived motives?
• Do people engage
With your brand?

31. @stonetemple
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Weighing Votes – Effort & Commitment

32. @stonetemple
+Eric Enge
Balance of Signals?
(Hint)

33. @stonetemple
Prime Real Estate +Eric Enge

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Personalization Off – Still +Eric Enge
Get G+ Results

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+Eric Enge
Highly Personalized Query

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Not All Queries

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+Eric Enge
Friend Likes in Bing Results

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+Eric Enge
• NoFollowed, but still act like links
• Author authority matters

39. @stonetemple
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Facebook Authority & Links

40. @stonetemple
+Eric Enge
139
718,995

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Follower/Following

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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

43. @stonetemple
+Eric Enge

44. @stonetemple
+Eric Enge
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 No
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

45. @stonetemple
Google can see Facebook +Eric Enge
Comments (Crawl Based)

46. @stonetemple
+Eric Enge
Likes, Shares May Show Up
in Friend’s Feeds

47. @stonetemple
What Determines What Feeds? +Eric Enge
• 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 weight
– Likes require little effort, so less weight
• D = time decay factor

48. @stonetemple
+Eric Enge
The Very Basics
• Be an expert
• Create great content
• Interact
• Share other people’s stuff
– Try to share more than you get shared
– The better you get at this … the harder it gets
• Have a unique voice
• Have a personality!

49. @stonetemple
+Eric Enge
It’s Not About You!
• It’s about engagement
• Create conversations
– Fastest way to grow your reach
• Facebook EdgeRank depends on it
• Your own authority depends on it
• Don’t be commercial
– Think about 9 non-commercial updates
for each commercial one

50. @stonetemple
+Eric Enge
Google+ Brand Pages

51. @stonetemple
+Eric Enge
Facebook in US
150 Million
US Users
48.8% of the
Population

52. @stonetemple
+Eric Enge
NOT on Facebook
51.2% of the
Population

53. @stonetemple
+Eric Enge
10% Perform most of the
Likes, Shares, +1s
20% Less Active, but Interact
70% Simply Watch
from the Sidelines

54. @stonetemple
+Eric Enge
14.7% of the
Population
Sending Active
Social Signals

55. @stonetemple
+Eric Enge
Noisy Signal

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+Eric Enge
Friend’s Opinion

57. @stonetemple
+Eric Enge
Strong Signal

58. Influencer Marketing
How Social Media Drives Killer Links

59. @stonetemple
The Synergy We Are Looking For +Eric Enge
Shared on
Google+
Helps Drive
New Circlers,
Shares, +1s
Traffic, Links, and New Subscribers

60. @stonetemple
The Synergy We Are Looking For +Eric Enge
(Influencers)
(Sharing)
(Your Stuff)

61. @stonetemple
+Eric Enge
The Influencer Audience Factor
YOU INFLUENCER
Your Reach Their Reach

62. @stonetemple
+Eric Enge
The Influencer Trust Factor
20 Shares
10 Links
20,000 Connections
100 Shares
50 Links
20,000 Connections

63. @stonetemple
+Eric Enge
Creating Trust in One Relationship
Personal Interaction
Give Back
Value To
Others

64. @stonetemple
+Eric Enge
Relationship Building Pyramid
Higher Higher
Effort Value

65. @stonetemple
+Eric Enge
Likelihood to Share Formula
+ +
Quality Content
=
Visibility
Relevance
Share Rate
Trust in
+
Author/
+
Referrer
Unique
Content
+

66. @stonetemple
+Eric Enge
Creating Impressions
Direct Outreach
Potential Linker

67. @stonetemple
+Eric Enge
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

68. Case Study 1

69. @stonetemple
+Eric Enge

70. @stonetemple
Influencer Marketing +Eric Enge

71. @stonetemple
+Eric Enge
Blog with
Quality
Content

72. @stonetemple
+Eric Enge
Lots of
Guest
Posts

73. @stonetemple
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Strong Social Presence

74. @stonetemple
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Basic Strategy
• Post great content: 3 to 4 times per week
– 2/3 of the posts are from guest authors
• Guest Post on other sites: 3 to 5 times per week
• Always building relationships with influencers
• Great content on Twitter and Facebook
• Promote posts on Twitter and Facebook

75. @stonetemple
+Eric Enge
Sample Results
• http://blog.kissmetrics.com/color-psychology/
• 681 links from unique domains
• 7,983 tweets
• 4k Likes
• http://blog.kissmetrics.com/science-of-social-timing-1/
• 504 links from unique domains
• 10,600 tweets
• 1k Likes
• The site gets 200,000+ visitors per month

76. Case Study 2

77. @stonetemple
+Eric Enge

78. @stonetemple
+Eric Enge
Influencer Marketing

79. @stonetemple
+Eric Enge
Blog with
Great
Content

80. @stonetemple
+Eric Enge
Gives Interviews

81. @stonetemple
+Eric Enge

82. @stonetemple
+Eric Enge
Basic Strategy
• Post great content: 1 post per day
– 3/4 of the posts are from guest authors
• Always building relationships with influencers
• Rand grants interviews on a regular basis
• Great content on Twitter, Facebook, and Google+
• Promote posts on Twitter, Facebook, and Google+

83. @stonetemple
+Eric Enge
Sample Results

84. Case Study 3
The
Importance of
Opportunism

85. @stonetemple
How it started for me +Eric Enge
• Feb/Mar 2005: Went to SES NY
• Sat in on this panel:

86. @stonetemple
+Eric Enge
Methodology
• Sat in Front row
• First up to speak to Matt Cutts
• Rinse and Repeat for every search conference Matt
went to in 2005
• Met many other major influencers at those
conferences too!

87. @stonetemple
+Eric Enge
November 2006

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First One In

89. @stonetemple
+Eric Enge
Still Ranks (Web Analytics Report)
#9

90. @stonetemple
+Eric Enge
Another Event …

91. @stonetemple
+Eric Enge
Guess Who Offered to Write for SEW?

92. @stonetemple
+Eric Enge
SES Chicago December 2008
• Got asked
to help write
a book
• Published
November
2009

93. @stonetemple
+Eric Enge
Assessment through 2010
• No Social Media activity
• Active Guest Posting (SEL, SEW, some SEOmoz)
• Active Speaking
• Published Art of SEO
• Promising Interview Series went dormant
– Because of demands of the book

94. @stonetemple
+Eric Enge
Restart
• May 2011: Got Twitter going
• May 2011: Restarted interview series
• July 2011: Started leveraging Twitter to support the
interviews

95. @stonetemple
+Eric Enge
Interview with Tiffany Oberoi

96. @stonetemple
+Eric Enge
An Influencer Said Something
Nice About it

97. Search on Reconsideration @stonetemple
+Eric Enge
Requests
#4!

98. @stonetemple
+Eric Enge
Interview with Peter Norvig

99. @stonetemple
+Eric Enge
Influencer Tweet
3.8 Million Followers!

100. @stonetemple
+Eric Enge
An “Event” (Peter Norvig Interview)

102. Thank You!
Eric Enge
eenge@stonetemple.com
@stonetemple
+Eric Enge
(508) 485-7751