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 SEO
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
@stonetemple / + 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?
@stonetemple / + Eric Enge
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
@stonetemple / + Eric Enge
8. Enter Panda
Feb 23, 2011
Attacked poor
content sites
Many updates
since then (on
version 3.9)
@stonetemple / + Eric Enge
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
@stonetemple / + 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
@stonetemple / + Eric Enge
27. <5% of the Population
Actively Sending Social Signals
@stonetemple / + 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
@stonetemple / + Eric Enge
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?
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31. What of our Old Friend, SEO?
SEO
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40. Social – SEO Synergy
Shared on
Google+
Helps Drive
New Circlers,
Shares, +1s
Traffic, Links, and New Subscribers
@stonetemple / + 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
@stonetemple / + 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
@stonetemple / + Eric Enge
43. The Influencer Audience Factor
YOU INFLUENCER
Your Reach Their Reach
@stonetemple / + Eric Enge
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
@stonetemple / + 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.”
@stonetemple / + Eric Enge
51. Thank You!
Eric Enge
eenge@stonetemple.com
@stonetemple
+ Eric Enge
(508) 485-7751
www.stonetemple.com