My presentation from SMX East on September 14th in New York City.

1. Twitter, Facebook, and SEO
SMX East
John Doherty
Distilled

2. Numerous factors
go into determining
if a social mention is
going to affect
rankings!
Patents Tell us

3. Users who share manually have on average over
4x the number of followers!
# of followers doesn’t seem to
matter
True Reach?

4. Click Through Rate Matters (kind of)
CTR varies because manual tweeters have more followers!

5. CTR Based on # of Followers

6. Manually sent tweets get 2X the number of clicks!
ENGAGEMENT matters
(# of clicks, replies, etc)

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. 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. If you want your social mentions
to matter and you want traffic:

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. 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. Bing Link farms and Like farms - http://binged.it/qeysy8
REMEMBER THIS
Manipulated Not Manipulated
Devalued Not Devalued

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

15. http://triberr.com/
What topics am I influential
about?
http://klout.com

16. Another Challenge of Social
Measurement.
Image Credit: Source

17. 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.

18. Enterprise Level Tools

19. Analytics
We all want to be
driven by data,
right?

20. 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+)

21. 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

22. Thanks!
Email:
john.doherty@distilled.net
Twitter: @dohertyjf
G+:
http://gplus.name/dohertyjf
http://www.distilled.net/events/