1. Integrating SEO and Social Media
Focus on the Greater Whole

2. 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

3. 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?
@stontemple / + Eric Enge

4. SEOs Created Garbage Content
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5. SEOs focused on tricks
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6. But What About Users?
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7. 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
@stontemple / + Eric Enge

8. Enter Panda
 Feb 23, 2011
 Attacked poor
content sites
 Many updates
since then (on
version 3.9)
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9. Bad Link Building Practices
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10. Bought Links
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11. Does Your Anchor Text Look Like This?
6% 12%
10%
11%
11%
13% 23%
14%
@stontemple / + Eric Enge 11

12. Or, Like This?
Domain
Brand Name
@stontemple / + Eric Enge 12

13. Matt Cutts on “Link Building”
“It segments you into a
mindset, and people
get focused on the
wrong things”
@stontemple / + Eric Enge

14. Enter Penguin
 April 24, 2012
 Attacked SEO link
practices
 Updates occur
periodically
@stontemple / + Eric Enge

15. So SEO is Dead Right?
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16. Social to the Rescue! …. ?
@stontemple / + Eric Enge

17. Facebook in US
150 Million
US Users
48.8% of the
Population
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18. You Can Build Huge Audiences
WOW!
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19. Even if You Are Not a Huge Brand
201,859 Likes
3,427 Talking
About This
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20. Friend’s Opinion
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21. Strong Signal
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22. Is Driving Likes the Answer?
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23. Not So Fast!
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24. Major Drivers … NOT!
 Likes and +1s only ranking factors for friends
 Shares not visible to Google
 Tweeted links can help Google discover
content faster
@stontemple / + Eric Enge

25. NOT on Facebook
51.2% of the
Population
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26. 10% Perform most of the
Likes, Shares, +1s
20% Less Active, but Interact
70% Simply Watch
from the Sidelines
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27. <5% of the Population
Actively Sending Social Signals
@stontemple / + Eric Enge

28. On using Likes as votes the way links are used:
“…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
@stontemple / + Eric Enge

29. Noisy Signal
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30. 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?
@stontemple / + Eric Enge

31. What of our Old Friend, SEO?
SEO
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32. Configure Your CMS
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33. Title Tags Play a Big Role
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34. The Meta Description
Can Influence Click Through Rate
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35. Rel=Author
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36. Rich Snippets
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37. Saying SEO is dead
is like saying your
85 year old grandmother can
configure your web server
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38. Always Room for Creative Strategies!
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39. An Integrated Approach
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40. Social – SEO Synergy
Shared on
Google+
Helps Drive
New Circlers,
Shares, +1s
Traffic, Links, and New Subscribers
@stontemple / + Eric Enge

41. The Synergy We Are Looking For
Influencers
Sharing
Shared on
Google+
Helps Drive Your Stuff
New Circlers,
Shares, +1s
Traffic, Links, and New Subscribers
@stontemple / + Eric Enge

42. 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
@stontemple / + Eric Enge

43. The Influencer Audience Factor
YOU INFLUENCER
Your Reach Their Reach
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44. The Influencer Trust Factor
20 Shares
10 Links
20,000 Connections
100 Shares
50 Links
20,000 Connections
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45. Creating Trust in One Relationship
Personal Interaction
Give Back
Value To Others
@stontemple / + Eric Enge

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

47. Creating Impressions
Direct Outreach
Potential Linker
@stontemple / + Eric Enge

48. Relationship Building Pyramid
Higher Higher
Effort Value
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49. 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
@stontemple / + Eric Enge

50. 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
Google’s Matt Cutts
most anyway.”
@stontemple / + Eric Enge

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