wine & web: how to combine search optimization and social media
Post on 17-May-2015
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Wine & Web #38
Andy Crestodina@crestodina #wineweb
Combining Social & Search
THE SEARCH / SOCIAL CORRELATION
1
Source: MOZ Search Ranking Factors 2013
The Correlation Data
People who drowned by falling in pools
Films Nicolas Cage appeared in
sources: CDC, IMDB and tylervigen.com
THE VALUE OF LINKS2
links are credibility
more links = more credibility
links from credible sites =much more credibility
many outgoing links =less credibility per link
It’s good when the link textIncludes the target keyword.
but if all the links include thetarget keyword, that’s bad.
Link Popularity / Domain Authority
20 40 60 80#unfair
#winning
HOW DOES SOCIAL MEDIA HELP RANKINGS?
3
Social actions. Search Outcomes
Social actions. Search Outcomes
FINDING CONTENT CREATORS
4
Who Makes Content (and links)?
• Journalists• Podcasters• Academic Researchers• Event Producers
But mostly…• Bloggers and blog editors
Social Media:The Worlds Greatest
Phonebook
Inky Bee
Building Lists
MAKING FRIENDS WITH CONTENT CREATORS
5
Follow blogger on Twitter Mentioned blogger in a tweet Favorited a tweet Retweeted Blogger Subscribed to blog by feed / email
Hi there! (part 1)
Hi there! (part 2)
Commented on their blog Friended on Facebook Liked bloggers content on Facebook Added Blogger to G+ Circle +1’d bloggers content on G+ Liked bloggers comment via
G+/Discuss/Livefyre
Hi there! (part 3)
Invited to connect on LinkedIn Mentioned / Linked to blogger from
your blog/website Emailed Blogger Phone call / Skype / Hangout with
Blogger Met blogger in person COLLABORATE!
Keep them on Twitter ‘Radar’
Tag them on LinkedIn
Feedly
More Inky Bee
EventMagic!
Your Site as a Networking Tool
Cross the Streams…the strength of weak connections!
1. Publish…2. Share here…3. Say thanks there!
Great Influencer Outreach
Everything in marketing is based on relationships
…including search rankings.
Wine & Web
Andy Crestodina@orbiteers #wineweb
Thank you!
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