being optimally social – how not talking about your product can bring huge rewards presentation

8/9/2019 Being Optimally Social – How Not Talking about Your Product Can Bring Huge Rewards Presentation

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Being Optimally SocialEarning Buzz, Links & (Ultimately) SEO Value

Stephan SpencerVP of SEO Strategies, Covario



2© 2009 Stephan M Spencer Netconcepts www.netconcepts.com [email protected]

FirstOff...WhoAmI?

• VPofSEOStrategiesatCovario

• FoundedNetconceptsLLCinMadisonWIin1995.SoldittoCovarioin2010.FoundedNetconcepts

LtdinAucklandin1999.• LivedinNewZealandfor8yrs,returnedtoUSin

2007.

• InventorofGravityStream,apay‐for‐performance

SEOtechnology(rebrandedasOrganicSearchOpmizer)

• Co‐authorofTheArtofSEO



SocialMediaOpmizaon

• Everysocialsitehasitsownuniqueopportunies,

quirksandanomalies.

• Youcanthinkoftheseas“hacks”• O’Reillydefinionof“hacks”:

– tools,ps,andtricksthathelpuserssolveproblems

– aimedatintermediate‐levelpowerusers

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SocialMediaPowersYourSEO

• Writelinkbaitarcles

• Seedyourlinkbaitarclesintosocialmedia.A“poweruser”shouldsubmitit,asitwillgetmoretracon.

• Examples:19ThingsYouDidn’tKnowAboutDeath,CraziestUrinalsfromAroundtheWorld,100BestBeersfromAroundtheWorld

• Moreonthis:SocialMediaUndergroundarcleonSearchEngineLand,podcastonStephanSpencer.com

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Digg

• StripawayallcommerciallinksduringtheinialDiggswarm

• FriendpopularDiggers.Beeryet,getapopularDiggertosubmit

yourstory.

– ConsulttheTop100listofDiggers(hp://socialblade.com/digg/topusers.html)

• TimeyourpresenceontheDiggfrontpagefordaylighthours

• CraakillertleusingthisformulafromMuhammadSaleem:

number+adjecve+keyphrase

– E.g.“13MostChillingHauntedHotels”or“16IncrediblyUnconvenonal

HotelRooms”

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StumbleUpon

• Forceyourfriendstostumbleyourstuffusingthe

“Sendto”funconintheStumbleUpontoolbar

– TheyhavetoviewyourURLbeforetheycanconnuewiththeirrandomchannelsurfing

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YouTube

• YouTube=the#2searchengine

• WithmostpopularYouTubepromoons,YouTubegetsthelinksandtheoriginalsiteusuallydoesnot.StacktheoddsmoreinyourfavorbyaddingaURLtoyourdescripon(becomesclickable)and/orbycreang

amicrositeandmakingthemicrositeURLyourusername. – E.g.“willitblend.com”isBlendTec’susername

• Useasmanytagsaspossiblewhilesllbeingaccurate

• Haveacustombackgroundonyourchannelpage

• Cross‐postyourvideotoothervideosharingsitessimultaneouslyw/Tubemogul

• RunacontestandrecruitpopularYouTubeuserstoenter.Theirvideosubmissionwillgetpushedouttoalltheirsubscribers

– E.g.Intuit’s“TaxRap”contest

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YouTube

• Becreavebutunpolished – Eepybird’sBellagioFountainofDietCoke+Mentos

– BlendTec’s“WillItBlend?”

– Heroesspoofcommercial(“Zeroes”)–anNBCcreaon

– JohnCleeseBackupTraumawebisode

– Intuit’s“TaxRap”content – SolarDave’sSMXspoofwithcut‐outfiguresastheactors

– “HatSwap”spoofof“WifeSwap”realityshoww/SEOs

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MySpace

• Youneedanimpressivenumberoffriends.Establishcricalmassbyfriendingbands,models(maleandfemale),ficonauthors,actors,go‐godancers,DJs,etc.They’lltakeanybody!

– Findthemusingthe“SearchProfilesforPeoplewithSimilarCareer

Interests”aspartofMySpace’sSearchfuncon.

– Thenremovethemlateronwhenyounolongerneedthem.

• Longpageloadmewilldriveyourprofilevisitorsaway.Disable

HTMLinyourcommentssouserscan’tfillyourpagewithslow‐loadingpicturesofLOLcatsetc.

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hp://www.searchenginepeople.com/blog/22‐dofollow‐social‐media‐sites‐offering‐profile‐

links.html

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Facebook

• FacebookgetsmoremeonsitethanGoogle

• CreateFacebookPagesforyourcompany,brand

• Microblogviastatusupdates.Useping.fmtocross‐postyourtweetsto

Facebooketc.

• Defineausername.Itwillgiveyoua

vanityURLforFacebookPagesorprofiles

– hp://www.facebook.com/username/

• CreateFacebookGroupsforyourevents

• Developafanbase(FacebookFanPages)

• Addthe“Like”widgettoyoursite’ssidebar

• CreateaFacebookapp.Doesn’tneedtobe

sophiscated,just“remarkable”.

– Dareyourfriends,biteyourfriends,farm,giregistry,etc.



LinkedIn

• Addlinkstoyourwebsite,blog,andoneotherURL(noSEOvaluethough,linksarenofollowed).Select“Other”tocustomizetheanchortext.

• AddaLION(LinkedInOpenNetworker)ortwotoyournetwork. – i.e.a“promiscuoussneezer”(inSethGodin‐speak)

– UsetheTopLinked.comlist.e.g.FlipFilipowski

• Addyouremailaddresstoyour“professionalheadline”sofolks4+degreesawaydon’thavetowasteanInMailtocontactyou

• Posta“queson”toLinkedInAnswersthatservesyourownpurposes – e.g.“We’relookingtohireanSEOanalystandarewillingtopaywhateverit

takestogetatop‐notchperson.Whatjobboardsdoyourecommend?”

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Flickr

• Alwaysusetags–asmanyaspossiblewhilesllbeingaccurate.Putmulplewordtags

insurroundedbyquotaonmarks“”

• Makedescripvetlesforyourphotos

• CreatethemacSetsforyourphotos

• Linksonprofile,setandcolleconpagesarenotnofollowed

• Ifthephotoislocaonspecific,gointoFlickr’stoolsandgeotagthepicture

– GointotheFlickrsettools,andlocatethelocaonontheYahoo!Map,thendragthepicture

ontothemaptopinpointitslocaon

• CreaveCommonslicenseyourphotoandputhowyouwanttheusertocredityouin

yourphoto’sdescripon

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Wikipedia

• Buildupyourstreetcred(long&virtuouscontribuonhistory,userprofilepagewithBarnstarawards)beforedoinganythingatallself‐serving.

• Alinkonahigh‐profilearcleisworthgold,asitbuildsyour

credibility&visibilitywithjournalistsandbloggers.Negoatewithanarcle’s“owner”togetthis.

• Monitoryourarcleswithatoolthatemailsyou(e.g.trackengine,changenotes,urlywarning,changedetect).Don’t justrelyonWikipedia’s“Watch”funcon

• FlowPageRankinternallywithDisambiguaonpages,Redirects,

Categories• Makefriends.TheywillbackyouupinAfDs• Don’teditanonymouslyfromwork.(Haveyouheardof

WikiScanner??)

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links.html

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SocialSitesthatPassPageRank

• Therearesllsomesocialsiteswithprofilepagesthatpasslink

juice

– Propeller – MyBlogLog – Technora – etc.

• Somewhatoutdatedlist(sllmenonsFlickr,LinkedIn,Kirtsy,

AssociatedContent–whichnolongerpassPR):

– hp://www.searchenginepeople.com/blog/22‐dofollow‐social‐media‐sites‐offering‐profile‐links.html

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Blogs

• First,getinvolvedviacommentsandbuildrapport

• Carefulaboutmakingthecommenternamekeyword‐rich

• Commentonblogsthat“dofollow”commentlinks

– e.g.MarkCuban’sBlogmaverick.com,Rimm‐KaufmanGroup’s

www.rimmkaufman.com/rkgblog

• Submittoblogcarnivals.Hostone(requiresthatyouhaveablog).

Startanewone.

– hp://www.businessblogconsulng.com/2008/02/blog‐carnivals‐a‐link‐

building‐secret‐weapon

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Blogs

• Beacontributortoagroupblog(e.g.BusinessBlogConsulng.com,

Shop.orgBlog)

• Beaguestbloggeronsomeoneelse’sblog(e.g.TechGazing.com*,

Problogger.net)• ATipJarindicatesthebloggerisdesperateforcash

• Whenblogging,payaenontoyourkeywordfocus

– ScribepluginforWordPress&CompendiumBlogwarebothgivereal‐me

feedbackonhowsearchengineopmalyourblogpostisasyou’rewringit

• Consider“compending”yourblogs

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Compendium Blogware:analyzes the blog post’s

keyword strength on-the-fly




links.html

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The Scribe plugin for WordPress also analyzes

the blog post’s SEO



Administrative interface

for creating

“compended” blogs (i.e.

auto-tagging)

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Real‐WorldNetworking

• Buildrelaonshipswithbloggersbynetworkingwiththematbloggerconferences,

unconferencesandmeetups

• Registerandaendconferencesthatlinktotheiraendees(e.g.WordCamp,

Gnomedex)

• Contributetoconferencewikis(whereyou’veaended!)

• Givefreetalksatlibraries,campuses(e.g.StanfordTechBriefings)

• GetinvolvedwithlocalMeetupsandgetyourmeetup.commemberprofilepage

linkedfromthemeetup’spage,whichwillpassjuicetoyourprofilethenontoyour

site• InviteW3Ctospeak.Getalinktoyoureventonwww.w3.org/WAI/

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Twier

• CreateamicrositededicatedtoTwier – E.g.twier.zappos.com

• Circumventspamfiltersandinboxcluerusingdirectmessages.

Can’tDMthemiftheyaren’tfollowingyou.• Setacustombackground

• Encourageretweets(tweetmeme.com)

• Retweetcountisamoremeaningfulmetricthanfollowers

• InfluencethetopinfluencersinyourTwiernetworkby

influencingthoseincommonwithyou – Idenfythecommon“friends”withtweetwheel.com

– Sendyourrequestasadirectmessage

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Widgets&Badges

• Forfolks’blogsidebars,MySpaceprofiles,etc.

• Mosteffecveifmarriedupwithameme

– (amemeisa“copyme”instrucon

backedupwiththreatsand/orpromises)

• Examples:

– HowManyFiveYearOldsCouldYouTakeoninaFight?

– WhichSuperheroAreYou?

– Swicki

– SeenOn.comGrey’sAnatomy

• ManycanbeturnedintoFacebookappstoo




links.html

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links.html

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