Rand Fishkin of SEOmoz's presentation on combining social media with SEO to earn inbound marketing success.

1. Using Social Media to Achieve SEO Success:
How to leverage the opportunities in social media for
higher rankings in organic search results
Rand Fishkin | CEO
http://bit.ly/mozsocialseo2012

2. A New World
Social is Directly Tied
to Search Results

3. Google+’s Network Domination

4. 90mm+ Google Users See Personalized SERPs

5. Google+ Suggested Users
The “people and pages” results appear to come from participation on G+, high circle counts,
consistent contributions and brand signals

6. Google+ in Logged-Out Results
Both “people and pages” and +1 counts show for logged-out users.

7. Google+ Influences Crawling
Google’s New
“Submit URL” Box

8. Tweeted URLs Earn Direct Links
Google says they don’t directly count tweets in rankings, but a popular tweet containing a link
earns a lot of re-publishing across the web Google does crawl, index and count.

9. Facebook Shares in Bing, Too
Through Bing’s partnership/integration with Facebook, results are massively personalized for any
logged-in Facebook user (all 900 million of them)

10. Google’s DEEP Social Network
Whoa. Google really does
know everything about you
(and your friends).
http://www.google.com/s2/u/0/search/social - the hardest-to-find page in Google

11. Second-Order Effects
Social Activity Leads to
Search Rankings

12. Social Drives Awareness & Branding
Keith Urban’s tweet informed 200 million people prior to President Obama’s speech:
http://blog.socialflow.com/post/5246404319/breaking-bin-laden-visualizing-the-power-of-a-single

13. Social Drives Queries
Just after the social boom from DSC, the queries for their brand went “meteoric” in Google Trends

14. Queries Influence Rankings
http://www.seomoz.org/blog/whoa-can-query-volume-directly-influence-rankings

15. Social Yields Press
via http://stateofthemedia.org/2012/mobile-devices-and-news-consumption-some-good-signs-for-
journalism/what-facebook-and-twitter-mean-for-news/?src=prc-section

16. Social Yields Links
Via http://www.opensiteexplorer.org/pages?site=www.seomoz.org%2Fblog

17. A Unified Strategy
For Search + Social
Dominance

18. Create Share-
Worthy Content

19. Create Share-
Worthy Content
Share Socially

20. Create Share-
Worthy Content
Share Socially
Earn the Social
Rankings Boost

21. Create Share-
Worthy Content
Share Socially
Earn the Social
Rankings Boost
Get Natural Links
from Content’s
Visibility & Value

22. Create Share-
Worthy Content
Share Socially
Earn the Social
Rankings Boost
Get Natural Links
from Content’s
Earn More Social Visibility & Value
Followers

23. Create Share-
Worthy Content
Share Socially
Earn the Social
Rankings Boost
Amplify Network
Reach Get Natural Links
from Content’s
Earn More Social Visibility & Value
Followers

24. Create Share-
Worthy Content
More Searchers Share Socially
Biased to Seeing
Your Stuff
Earn the Social
Rankings Boost
Amplify Network
Reach Get Natural Links
from Content’s
Earn More Social Visibility & Value
Followers

25. Create Share-
Worthy Content
More Searchers Share Socially
Biased to Seeing
Your Stuff
Win the Earn the Social
Internet Rankings Boost
Amplify Network
Reach Get Natural Links
from Content’s
Earn More Social Visibility & Value
Followers

26. Let’s Watch It Happen
With a Real Example

27. Start with Great Content
http://www.dollarshaveclub.com/

28. Add a Little PR Outreach
http://techcrunch.com/2012/03/06/dollar-shave-club/

29. Spread Across Social Networks
http://www.facebook.com/DollarShaveClub

30. Spread Across Social Networks
https://twitter.com/#!/dollarshaveclub

31. Spread Across Social Networks
http://www.youtube.com/watch?v=ZUG9qYTJMsI

32. Dominate Personalized Search
https://www.google.com/search?q=shave (while logged in to my account)

33. Earn Links Like Crazy
The links are too new to show in link tools like OSE/Majestic, but they likely have 10K+ links from
high authority domains in just a few days.

34. Win the Internet
Via http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382

35. A Great Case Study for SEO
If DSC had integrated SEO into their viral and social marketing plan, they likely could have earned
rankings across search terms that would continue to send them traffic long after the launch.

36. Tactics that Work
In a Search + Social
World

37. Google+
Tactics

38. Google+ Circles
Google’s “extended circles” mean you influence not only your followers, but their followers, too.

39. FindPeopleonPlus + Targeted Outreach
http://findpeopleonplus.com – great tool for G+ discovery

40. Requesting Feedback/Shares by Name
Because a +Name becomes a notification, using them signals G+ users and often results in a follow

41. Study Ripples to Target Viral Users
I shared this; it got lots
of re-shares 
By viewing ripples like this one, you can see which influencers resulted in large amounts of shares.
Hot on G+ is a great way to study this: https://plus.google.com/u/1/hot

42. G+ Also Uses Gmail… Email = Network
Anyone with a Gmail account is automatically included in personalized sharing

43. Twitter & Facebook
Tactics

44. Best Way to Grow Your Network: Share Links
http://danzarrella.com/infographic-5-scientifically-proven-ways-to-get-more-retweets.html

45. Drive More Social Activity w/ Proper Timing
Via http://www.tweriod.com (I know, terrible name, but cool service)

46. Gamification + Profiles/UGC = WIN
SEOmoz’s gamified profiles created a 100% boost in profile completion (and thousands more links
from members’ sites. Via http://www.seomoz.org/users/profile/

47. Content
Tactics

48. Good = Not Good Enough
http://www.seomoz.org/blog/great-content-for-seo-simpler-than-you-ever-imagined

49. Visuals > Pure Text Content
Just by putting text statistics into visual content, you can earn massive sharing potential

50. Positive Mentions of Influencers
Via http://www.urbanspoon.com/blogs/52/London.html

51. Integrated
Tactics

52. Social Channels to Build Search Demand
In this case, I drove searches directly using a link, but it’s also very possible

53. Rel Author + Author Authority
Great how-to here: http://www.blindfiveyearold.com/how-to-implement-rel-author

54. Rich Snippets through Hosted Video Content
Great tutorial: http://www.distilled.net/blog/video/getting-video-results-in-google/

55. Your
Analytics
R
Will Lie
to You.
(unless you’re using
multi-touch attribution)

56. Multi-Channel
Attribution is
Critical
R
http://www.seomoz.org/blog/tracking-the-roi-of-social-media

57. Visualizing Visits Through Various Channels
http://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whiteboard-friday

58. Integrated
Inbound Marketing
Is the Future

59. News/Media/PR
SEO Email
Blogs + Blogging Research/White Papers
Infographics
Comment Marketing
Social Networks
Online Video
COMBINE TO WIN Local Portals
(focus on just one, and you miss out)
Forums
Webinars
Social Bookmarking Word of Mouth
Direct/Referring Links Podcasting
Type-In Traffic Q+A Sites

60. Rand Fishkin | CEO
@randfish
www.seomoz.org/blog
rand@seomoz.org
http://bit.ly/mozsocialseo2012