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How social media revolutionized search marketing final deck
1.
How Social Media
Has Revolu1onized Search Marke1ng Wednesday, June 1 -‐ 1 PM EDT Speakers: Eric Enge, Stone Temple Consul1ng Erez Barak, Op1fy ©2010 Third Door Media, Inc.
2.
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.) ©2010 Third Door Media, Inc.
3.
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. ©2010 Third Door Media, Inc.
4.
Link Graph is
Breaking Down ©2010 Third Door Media, Inc.
5.
New Ranking Signals
©2010 Third Door Media, Inc.
6.
» NoFollowed,
but s9ll act like links » Author authority maDers ©2010 Third Door Media, Inc.
7.
Facebook Authority &
Links ©2010 Third Door Media, Inc.
8.
Friend Likes in
Bing Results ©2010 Third Door Media, Inc.
9.
Search on Loca1ons
©2010 Third Door Media, Inc.
10.
Wisdom of the
Crowd ©2010 Third Door Media, Inc.
11.
Google Facebook in
Results ©2010 Third Door Media, Inc.
12.
Google TwiPer Integra1on
©2010 Third Door Media, Inc.
13.
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 ©2010 Third Door Media, Inc.
14.
What it Might
Look Like Now » 21% Trust/Authority of Domain 4% » 19% Link Popularity of Page 21% 20% » 18% InBound Anchor Text » 11% Keyword Usage 7% 19% » 7% Traffic / Click-‐Through Data 11% » 20% Engagement Metrics 18% » 4% Registra9on / Hos9ng Data Source: ME ©2010 Third Door Media, Inc.
15.
How to Leverage
Search is Integra1ng Social … and Your Website Should too ©2010 Third Door Media, Inc.
16.
Like
» Shows up in Most Recent (your page only) » Shows up in Top News (your friend s pages) ©2010 Third Door Media, Inc.
17.
Send
» Post on Walls or send to someone s email ©2010 Third Door Media, Inc.
18.
Share ©2010 Third
Door Media, Inc.
19.
Tweet This
©2010 Third Door Media, Inc.
20.
Subscribers/Followers/Fans
©2010 Third Door Media, Inc.
21.
Facebook Comments
©2010 Third Door Media, Inc.
22.
The New Kid
on the Block! ©2010 Third Door Media, Inc.
23.
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? ©2010 Third Door Media, Inc.
24.
Ques1on #1: Where
do people spend their 1me? ©2010 Third Door Media, Inc.
25.
Ques1on #2: Are
all TwiPer users created equal? ©2010 Third Door Media, Inc.
26.
Ques1on #2: Are
all TwiPer users created equal? ©2010 Third Door Media, Inc.
27.
Ques1on #2: Are
all TwiPer users created equal? ©2010 Third Door Media, Inc.
28.
Ques1on #3: Does
Facebook MaPer? Search Rank Facebook Likes Not all URLs are created equal Correla9on between rank and likes Does rank drive likes? or Do Likes drive rank? ©2010 Third Door Media, Inc.
29.
Ques1on #4: Organic
CTR ©2010 Third Door Media, Inc.
30.
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. ©2010 Third Door Media, Inc.
31.
Ques1on #4: Organic
CTR » 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 ©2010 Third Door Media, Inc.
32.
Ques1on #5: What
do I need to track in Real Time ? » SEO Indicators » Keyword Ranks » Page Scores » Link Opportuni9es ©2010 Third Door Media, Inc.
33.
Ques1on #5: What
do I need to track in Real Time? » Social Indicators » Likes, Shares, Comments » Re-‐tweets and Followers » Social Influence ©2010 Third Door Media, Inc.
34.
Ques1on #5: What
do I need to track in Real Time? » Business Indicators » Pageviews » Visitors » Conversion » Revenue ©2010 Third Door Media, Inc.
35.
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 ©2010 Third Door Media, Inc.
36.
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 ©2010 Third Door Media, Inc.
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