2016 How to Create Perfect Storm with SEO and Social Media PPT Presentation- SlideShare

PowerPoint Presentation

How to Create the Perfect Storm with SEO and Social Media

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Andy Crestodina \ Strategic Directorat Orbit Media Studios

Roy Hinkis\ SEO Evangelist at SimilarWeb

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3SimilarWeb.comFree Data for All

The Social / Search Correlation

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The Correlation DataSource: MOZ Search Ranking Factors 20134

@SimilarWeb @crestodina @royhinkis

People who drowned by falling in pools...Films Nicolas Cage Appeared In... sources: CDC, IMDB and tylervigen.com 5


People who Drowned by Falling in Pools/Films Nicolas Cage Appeared In

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The Social / Search Causation8

Google+ and Personalized Search

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Personalized Search Results Page

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The Value of Links11

links are credibility

@SimilarWeb @crestodina @royhinkis 11

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more links = more credibility

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links from credible sites = much more credibility

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many outgoing links = less credibility per link

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Correlation between links and rankingsSource: MOZ Search Ranking Factors15


17Lead


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TrafficLeadConversions


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RankTrafficLeadConversions


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LinksRankTrafficLeadConversionsContent


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RelationshipsContentLinksRankTrafficLeadConversionsContent


Content + Visibility = Links!22

There are Two Kinds of People on the Internet

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CreatorsContributors And lurkersSources: Wikipedia


Two Types of Social Media

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Online NetworkingRelationships with InfluencersContent Promotion Traffic and Branding



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Online NetworkingRelationships with InfluencersContent Promotion Traffic and Branding ...direct benefits ...indirect benefits


27 Who Creates Content?AuthorsPodcastersAcademic Researchers

Journalists

Event Producers

Bloggers and Blog Editors

And of course...


Connect with people who have already built the audience you need to reach... Then borrow that audience in a sensitive and considerate way.

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Social media is the worlds greatest phone book

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Follower Wonk

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Build a List

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Engagement ChecklistSource: Groove HQ32


34Part One: ListenUse Talkwalker, Newsle and Brand24Google+: Add to circleTwitter: FollowSubscribed to blog by feed / email

Twitter: Add to a radar list

Source: Online Networking Guide, Orbit Media


Twitter Radar

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Feedly

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Google+ Circles of Creators

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38Part Two: Engage+1 their postsLike comments on other blogsComment on their blogFavorite their tweets



Comment on their Blog

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40Part Three: ConnectLike LinkedIn posts, mention themEndorse on LinkedInWrite a recommendation on LinkedInConnect on LinkedIn

Source: Online Networking Guide, Orbit MediaSend friend request on Facebook

Like Facebook posts, mention them


LinkedIn Tagging

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42Part Four: Extra MileFollow on apps like Spotify, Runkeeper, FitBit, etc.Review podcast on iTunesReview book on AmazonFollow on Quora, Medium, Instagram, Yelp, MeetUp, Storify, Listly, etc.



The Fame-To-Speed Ratio

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44Part Five: CollaborateGet a contributor quoteInclude them in an expert roundupDeep dive interviewMention them in your content



Collaborate

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46Part Six: FriendshipFace-to-face meetingMastermind GroupHand-written thank you notePhone call, Skype or Google+ Hangout



If youre not making friends, youre doing it wrong.

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47Anatomy of A Relationship - Building Email

This has resulted in an 83% positive response rate and infinite invaluable feedbackSource: Groove HQ


Which Link Building Tactics Are Most Effective?Source: MOZ Search Ranking Factors48


Publish everywhere!

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...thats how to become an influencer yourself.

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Cross the Streams

51The strength of weak connections!


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Post in one place...52


...see who shared it...

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54...thank them while sharing it in another place.

1. Publish2. Share here3. Say thanks there!


Get Out There!

55Events are the biggest shortcut


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Events let you skip right to face-to-face.

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Confidence GapEffectiveness Ratings of Tactics Among B2B UsersSource: 2014 B2B Content Marketing Trends North America: Content Marketing Institute/MarketingProfs57


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Influencer Marketing Tools59

InkyBee

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InkyBee

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GroupHigh

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Social Traffic vs. Search Traffic63

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Social Traffic Conversion Rates

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Source: Google Analytics Orbit Media


Social Traffic Conversion Rates

65Source: Google Analytics Orbit Media


Social actions. Search Outcomes

66Source: Orbit Media


Social actions. Search Outcomes



How Social Sharing Affects Search Rankings



How Social Sharing Affects Search Rankings



Social Scheduling71

Social Sharing ScheduleSource: KISSmetrics71


Scheduling SharesSource: ?72


Source: ?73

@SimilarWeb @crestodina @royhinkis Scheduling Shares

Source: ?74


Source: ?75


Source: ?76


Source: ?77


BufferSource: ?78


Social Automation

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81How To Share Big TimeThe times of day that are best for your followersThe tool that keeps those posts in rotation at those times

The content that get shared, get clicked and gets visitors to act


Share What Gets SharedSource: BuzzSumo81


Share What Gets Clicked the MostSource: ?82


Share What Converts the MostSource: ?83

Source: ?84

@SimilarWeb @crestodina @royhinkis Conversion Rate Per Blog

Conversion Rate Per BlogSource: ?85


Share When People Tend to be ActiveSource: Orbit Media86


Share When your Audience is ActiveSource: FollowerWonk87


Load the Posts into the ToolSource: ?88


90Use Every Trick in the BookSecondary headline (number)Special characters Use copypastecharacter.com#HashtagsHeadline (clarity and benefits)

Linebreaks

Image

The Link!


Load the Schedule into the ToolSource: ?90


This Might HelpSource: Orbit Media91


To see where your traffic is coming from, click here to try SimilarWeb.

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