Using Social Media to Build Killer Links

How Social Media Drives Killer Links

Shared onGoogle+

Traffic, Links, and New Subscribers

Helps DriveNew Circlers,Shares, +1s

The Synergy We Are Looking For

Your Reach Their Reach

The Value of Influencers

20,000 Connections

20 Shares

100 Shares

10 Links

50 Links

The Influencer Conversion Bonus

Influencer Summary

PersonalInteraction

Give Back

Value to Others

Creating Trust in One Relationship

Relationship Building Pyramid

1 on 1

Meeting

Blogging

Meetups

Facebook

Twitter

Higher Value

Higher Effort

Likelihood to Share Formula

Share Rate =

Relevance *

Uniqueness of Content *

Quality of Content *

Trust in Author *

Visibility

Likelihood to Link Formula

Share Rate =

Relevance *

Uniqueness of Content *

Quality of Content *

Trust in Author *

Trust in Referring Sources *

Impressions

Creating ImpressionsDirect Outreach

Broadcast

Shares

PotentialLinker

• Media Sites• Individual Influencers

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

Case Study 1

Influencer Marketing

Blog with

Quality Content

Lots of Guest Posts

Strong Twitter Presence

Solid Facebook Presence

Basic Strategy

• Post great content: 3 to 4 times per week– 2/3 of the posts are from guest authors

• Guest Post on other sites: 3 to 5 times per week

• Always building relationships with influencers• Great content on Twitter and Facebook• Promote posts on Twitter and Facebook

Sample Results• http://blog.kissmetrics.com/color-psychology/ • 681 links from unique domains• 7,983 tweets• 4k Likes

• http://blog.kissmetrics.com/science-of-social-timing-1/• 504 links from unique domains• 10,600 tweets• 1k Likes

• The site gets 200,000+ visitors per month

Case Study 2

Influencer Marketing

Blog with Great

Content

Gives Interviews

Strong Facebook Presence

Google+ Too

Basic Strategy

• Post great content: 1 post per day– 3/4 of the posts are from guest authors

• Always building relationships with influencers• Rand grants interviews on a regular basis• Great content on Twitter, Facebook, and

Google+• Promote posts on Twitter, Facebook, and

Google+

Sample Results

Case Study 3The

Importance of Opportunism

Issues ….• Started doing SEO in 2002

• Started building consulting biz in 2005• LOTS of companies started way before us

• Slow to start in social media• Limited time to spend:

– Highly Involved in day to day company management– Company is growing in leaps and bounds– Also, run another business too …

• Highly introverted personality• With these disadvantages, was it worth it?

How it started

• Feb/Mar 2005: Went to SES NY• Sat in on this panel:

Methodology

• Front row• First up to speak to Matt Cutts• Rinse and Repeat for every search conference

Matt went to in 2005• Met many other major influencers at those

conferences too!

November 2006

First One In

Still Ranks (Web Analytics Report)

Another Event …

Guess Who Offered to Write for SEW?

SES Chicago December 2008

• Got asked to help write a book

• Published November 2009

Assessment through 2010

• No Social Media activity• Active Guest Posting (SEL, SEW, some SEOmoz)• Active Speaking• Published Art of SEO• Promising Interview Series went dormant

– Because of demands of the book

Results

• Strong Influencer relationships• Good overall visibility• Business size quintupled over two years

Missed Opportunities

• No social media leverage• Ramblings About SEO Blog lost steam

Restart

• May 2011: Got Twitter going• May 2011: Restarted interview series• July 2011: Started leveraging Twitter to

support the interviews

Interview with Tiffany Oberoi

An Influencer Said Something Nice About it

Search on Reconsideration Requests

Interview with Peter Norvig

Influencer Tweet

3.8 Million Followers!

An “Event” (Peter Norvig Interview)

Thank You!

Eric Engeeenge@stonetemple.com@stonetemple(508) 485-7751www.stonetemple.com For a One Sheet SEO Checklist, email me, or drop

off a business card

Using Social Media to Build Killer Links

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