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John Doherty SMX East - Facebook, Twitter, and SEO

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ABC\'s Of Social Media
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John Doherty SMX East - Facebook, Twitter, and SEO

  1. 1. Twitter, Facebook, and SEO SMX East John Doherty Distilled
  2. 2. Numerous factors go into determining if a social mention is going to affect rankings! Patents Tell us
  3. 3. Users who share manually have on average over 4x the number of followers! # of followers doesn’t seem to matter True Reach?
  4. 4. Click Through Rate Matters (kind of) CTR varies because manual tweeters have more followers!
  5. 5. CTR Based on # of Followers
  6. 6. Manually sent tweets get 2X the number of clicks! ENGAGEMENT matters (# of clicks, replies, etc)
  7. 7. Authority of the sharer Attributes a search engine might consider in generating an author rank may include: • A number of relevant/irrelevant messages posted; • Document goodness of all documents initiated by the author; • Total number of documents initiated posted by the author within a defined time period; • Total number of replies or comments made by the author; and, • A number of [online] groups to which the author is a member. http://www.seobythesea.com/2009/11/how-search-engines-may-rank-user- generated-content/
  8. 8. Best Times to be RT’d (Dan Zarella) What’s in a Retweet? The Data Behind Viral Messaging on Twitter | Dan Zarrella http://bit.ly/pFKgxa
  9. 9. If you want your social mentions to matter and you want traffic:
  10. 10. DO THIS Cultivate a group of people who will share your stuff Share new, interesting articles (build trust) Enhances RT-ability too YOUR engagement (@replies) can affect author rank Vary your style (RT, quote, comments, etc) You can use a SEMI-automated process for this
  11. 11. DON’T (if you want the link juice) Only retweet old articles (they can be great for traffic though!) Oversaturate your followers (lower follower counts AND click through rates on average)
  12. 12. Bing Link farms and Like farms - http://binged.it/qeysy8 REMEMBER THIS Manipulated Not Manipulated Devalued Not Devalued
  13. 13. http://triberr.com/ Triberr is a tool to help you get more traffic to your site  You build a “tribe” based around a topic  You share each other’s blog posts  It’s that simple  “Will these links pass link juice?” Triberr Via @dancristo
  14. 14. http://triberr.com/ What topics am I influential about? http://klout.com
  15. 15. Another Challenge of Social Measurement. Image Credit: Source
  16. 16. Measure It How can I measure what’s working? http://dis.tl/smxsocialscrape Built by @ipullrank You get the shared counts across all the APIs. Now you know what gets social traction.
  17. 17. Enterprise Level Tools
  18. 18. Analytics We all want to be driven by data, right?
  19. 19. Custom GA Report I created a custom GA report for you http://dis.tl/customga Use this to see the return from your social channels (Twitter, Facebook, G+)
  20. 20. The Tweet Effect: How Twitter Affects Rankings - http://mz.cm/mXFt8H A Tweet's Effect On Rankings - An Unexpected Case Study - http://mz.cm/oVIKbj Do Social Signals Drive Traffic? - http://mz.cm/pXuWsZ Does Google Use Facebook Shares to Influence Search Rankings? - http://mz.cm/oVg6Rm A Few Blog Posts
  21. 21. Thanks! Email: john.doherty@distilled.net Twitter: @dohertyjf G+: http://gplus.name/dohertyjf http://www.distilled.net/events/

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