how social media revolutionized search marketing final deck
TRANSCRIPT
©2010 Third Door Media, Inc.
How Social Media Has Revolu1onized Search Marke1ng
Wednesday, June 1 -‐ 1 PM EDT Speakers:
Eric Enge, Stone Temple Consul1ng Erez Barak, Op1fy
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Eric Enge, Stone Temple Consul1ng
» Eric Enge is President of Stone Temple Consul9ng, a 20-‐person SEO firm with offices in MassachuseDs and California.
» He is a regular contributor to industry publica9ons such as Search Engine Land; a frequent speaker at industry events; and he is the author of The Art of SEO (O'Reilly.)
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Erez Barak, Op1fy
» Erez Barak is Vice President of Products and Co-‐Founder at Op9fy;
» Frequent speaker at industry events. » Prior to Op9fy, Erez was a director of product marke9ng in HP’s SoVware business unit.
» He was recently named among the Top 25 Innovators in 2010 by SeaDle Business Magazine.
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Link Graph is Breaking Down
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New Ranking Signals
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» NoFollowed, but s9ll act like links » Author authority maDers
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Facebook Authority & Links
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Friend Likes in Bing Results
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Search on Loca1ons
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Wisdom of the Crowd
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Google Facebook in Results
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Google TwiPer Integra1on
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How Ranking Used to Work
» 24% Trust/Authority of Domain » 22% Link Popularity of Page » 20% InBound Anchor Text » 15% Keyword Usage » 7% Traffic / Click-‐Through Data » 6% Social Graph Metrics » 5% Registra9on / Hos9ng Data
Source: SEOmoz Ranking Factors Survey
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What it Might Look Like Now
21%
19%
11% 18%
7%
20%
4% » 21% Trust/Authority of Domain » 19% Link Popularity of Page » 18% InBound Anchor Text » 11% Keyword Usage » 7% Traffic / Click-‐Through Data » 20% Engagement Metrics » 4% Registra9on / Hos9ng Data
Source: ME
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How to Leverage
Search is Integra1ng Social … and Your Website Should too
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Like
» Shows up in Most Recent (your page only)
» Shows up in Top News (your friend’s pages)
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Send
» Post on Walls or send to someone’s email
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Share
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Tweet This
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Subscribers/Followers/Fans
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Facebook Comments
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The New Kid on the Block!
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Search and Social -‐ Ques1ons
» Ques9on #1: Where do people spend their 9me? » Ques9on #2: Are all TwiDer followers created equal? » Ques9on #2: Does Facebook maDer? » Ques9on #4: What is the organic CTR? » Ques9on #5: What do I need to track in real 9me?
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Ques1on #1: Where do people spend their 1me?
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Ques1on #2: Are all TwiPer users created equal?
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Ques1on #2: Are all TwiPer users created equal?
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Ques1on #2: Are all TwiPer users created equal?
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Ques1on #3: Does Facebook MaPer?
Not all URLs are created equal
Correla9on between rank and likes
Does rank drive likes? or Do Likes drive rank?
Search Rank
Facebook Likes
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Ques1on #4: Organic CTR
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Ques1on #4: Organic CTR
» Cheap CPC terms will likely yield over double the CTR on the first page than expensive CPC terms.
» Your poten9al organic traffic is nearly three 9mes greater on a lower CPC term.
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Ques1on #4: Organic CTR
» If you’re op9mizing for head terms, you will not see huge benefits un9l you get to the top few posi9ons.
» If you are op9mizing for a long tail term, you can see decent CTR almost anywhere on the first page
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Ques1on #5: What do I need to track in Real Time ?
» SEO Indicators » Keyword Ranks » Page Scores » Link Opportuni9es
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» Social Indicators » Likes, Shares, Comments » Re-‐tweets and Followers » Social Influence
Ques1on #5: What do I need to track in Real Time?
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Ques1on #5: What do I need to track in Real Time? » Business Indicators
» Pageviews » Visitors » Conversion » Revenue
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Op1fy – Marke&ng in Real Time » Founded in 2008 and publicly released in March 2010, now has over
1,400 accounts » Enables marketers to drive more traffic and leads with SEO and social
media, convert visitors to customers, and measure and share results » Op9fy customers see over 100% increase in organic traffic and over
300% increase in leads in less than 4 months » Resources:
» Featured customers and tes9monials are available at www.op9fy.net/customer-‐tes9monials/ ,or read our case studies at www.op9fy.net/category/case-‐studies/
» We offer 4 Edi9onswww.op9fy.net/edi9ons-‐pricing/ and a 30-‐day free trial www.op9fy.net/sign-‐up/
» Learn more at www.op9fy.net
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710 2nd Avenue Suite 840 SeaDle, WA 98104 t: 1.877.2.OPTIFY f: 1.206.787.1410 www.op9fy.net Visit http://www.optify.net/blog for recap, Q&A, recording and presentation