the future of online marketing - newport august 2012
DESCRIPTION
Pandas and Penguins rule. Is SEO dead? Is social media the savior? See why it is not that simple, and how an integrated social media strategy can play a big role in driving your SEOTRANSCRIPT
Integrating SEO and Social MediaFocus 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 them2 significant exits so far
Twitter: @stonetemple Google +: +Eric Enge
@stonetemple / + Eric Enge
SEO Defined (Traditional)
On Page SEO1. Make site readable by search engines2. Tell search engines what your site is about
Off Page SEO1. 127,485 pages competing for your keyword2. 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%
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Or, Like This?
Brand Name
Domain
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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 thePopulation
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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 TalkingAbout 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 thePopulation
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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 PopulationActively 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’sStefan 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 DescriptionCan 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 onGoogle+
Traffic, Links, and New Subscribers
Helps DriveNew Circlers,Shares, +1s
Social – SEO Synergy
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The Synergy We Are Looking For
Influencers
Your Stuff
Sharing
Shared onGoogle+
Traffic, Links, and New Subscribers
Helps DriveNew 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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RelevanceVisibility
Likelihood to Share Formula
Share Rate
Unique Content
Quality Content
Trust inAuthor/Referrer
=
+ +
+
+ +
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Direct Outreach
Creating Impressions
Potential Linker
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Relationship Building Pyramid
HigherEffort
HigherValue
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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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