Post on 12-Apr-2017
How to Create the Perfect Storm with SEO and Social Media
Andy Crestodina \ Strategic Directorat Orbit Media Studios
Roy Hinkis\ SEO Evangelist at SimilarWeb
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SimilarWeb.comFree Data for All
The Social / Search Correlation
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The Correlation Data
Source: MOZ Search Ranking Factors 2013 4@SimilarWeb @crestodina @royhinkis
People who drowned by falling in pools...Films Nicolas Cage Appeared In...
sources: CDC, IMDB and tylervigen.com 5@SimilarWeb @crestodina @royhinkis
People who Drowned by Falling in Pools/Films Nicolas Cage Appeared In
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The Social / Search Causation
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Google+ and Personalized Search
8@SimilarWeb @crestodina @royhinkis
Personalized Search Results Page
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The Value of Links
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links are credibility
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more links = more credibility
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links from credible sites = much more credibility
@SimilarWeb @crestodina @royhinkis
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many outgoing links = less credibility per link
@SimilarWeb @crestodina @royhinkis
Correlation between links and rankings
Source: MOZ Search Ranking Factors 15@SimilarWeb @crestodina @royhinkis
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Lead
@SimilarWeb @crestodina @royhinkis
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Traffic
LeadConversions
@SimilarWeb @crestodina @royhinkis
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Rank
Traffic
LeadConversions
@SimilarWeb @crestodina @royhinkis
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Links
Rank
Traffic
LeadConversions
Content
@SimilarWeb @crestodina @royhinkis
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Relationships
Content
Links
Rank
Traffic
LeadConversions
Content
@SimilarWeb @crestodina @royhinkis
Content + Visibility = Links!
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There are Two Kinds of People on the Internet
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Creators
Contributors And “lurkers”
Sources: Wikipedia @SimilarWeb @crestodina @royhinkis
Two Types of Social Media
23@SimilarWeb @crestodina @royhinkis
Two Types of Social Media
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Online NetworkingRelationships with Influencers
Content Promotion Traffic and Branding
@SimilarWeb @crestodina @royhinkis
Two Types of Social Media
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Online NetworkingRelationships with Influencers
Content Promotion Traffic and Branding
...direct benefits ...indirect benefits@SimilarWeb @crestodina @royhinkis
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Who Creates Content?
AuthorsPodcastersAcademic Researchers
Journalists
Event Producers
Bloggers and Blog EditorsAnd of course...
@SimilarWeb @crestodina @royhinkis
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 world’s greatest phone book
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Follower Wonk
29@SimilarWeb @crestodina @royhinkis
Build a List
30@SimilarWeb @crestodina @royhinkis
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Engagement Checklist
Source: Groove HQ 32@SimilarWeb @crestodina @royhinkis
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Part One: Listen
Use Talkwalker, Newsle and Brand24Google+: Add to circleTwitter: Follow
Subscribed to blog by feed / email
Twitter: Add to a “radar” list
Source: Online Networking Guide, Orbit Media @SimilarWeb @crestodina @royhinkis
Twitter “Radar”
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Feedly
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Google+ Circles of Creators
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Part Two: Engage
+1 their postsLike comments on other blogsComment on their blog
Favorite their tweets
Source: Online Networking Guide, Orbit Media @SimilarWeb @crestodina @royhinkis
Comment on their Blog
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Part Three: Connect
Like LinkedIn posts, mention themEndorse on LinkedInWrite a recommendation on LinkedIn
Connect on LinkedIn
Source: Online Networking Guide, Orbit Media
Send friend request on FacebookLike Facebook posts, mention them
@SimilarWeb @crestodina @royhinkis
LinkedIn Tagging
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Part Four: Extra Mile
Follow on apps like Spotify, Runkeeper, FitBit, etc.Review podcast on iTunesReview book on Amazon
Follow on Quora, Medium, Instagram, Yelp, MeetUp, Storify, Listly, etc.
Source: Online Networking Guide, Orbit Media @SimilarWeb @crestodina @royhinkis
The Fame-To-Speed Ratio
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Part Five: Collaborate
Get a contributor quoteInclude them in an expert roundupDeep dive interview
Mention them in your content
Source: Online Networking Guide, Orbit Media @SimilarWeb @crestodina @royhinkis
Collaborate
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Part Six: Friendship
Face-to-face meetingMastermind GroupHand-written thank you note
Phone call, Skype or Google+ Hangout
Source: Online Networking Guide, Orbit Media @SimilarWeb @crestodina @royhinkis
If you’re not making friends, you’re doing it wrong.
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Anatomy of A Relationship - Building Email
This has resulted in an 83% positive response rate and infinite invaluable feedback
Source: Groove HQ @SimilarWeb @crestodina @royhinkis
Which Link Building Tactics Are Most Effective?
Source: MOZ Search Ranking Factors 48@SimilarWeb @crestodina @royhinkis
Publish everywhere!
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...that’s how to become an influencer yourself.
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Cross the Streams
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The strength of weak connections!
@SimilarWeb @crestodina @royhinkis
Post in one place...
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...see who shared it...
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...thank them while sharing it in another place.
1. Publish…2. Share here…3. Say thanks there!
@SimilarWeb @crestodina @royhinkis
Get Out There!
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Events are the biggest shortcut
@SimilarWeb @crestodina @royhinkis
Events let you skip right to face-to-face.
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Confidence GapEffectiveness Ratings of Tactics Among B2B Users
Source: 2014 B2B Content Marketing Trends – North America: Content Marketing Institute/MarketingProfs
57@SimilarWeb @crestodina @royhinkis
Influencer Marketing Tools
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InkyBee
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InkyBee
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GroupHigh
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Social Traffic vs. Search Traffic
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Social Traffic Conversion Rates
64Source: Google Analytics Orbit Media @SimilarWeb @crestodina @royhinkis
Social Traffic Conversion Rates
65Source: Google Analytics Orbit Media @SimilarWeb @crestodina @royhinkis
Social actions. Search Outcomes
66Source: Orbit Media @SimilarWeb @crestodina @royhinkis
Social actions. Search Outcomes
67Source: Orbit Media @SimilarWeb @crestodina @royhinkis
How Social Sharing Affects Search Rankings
68Source: Orbit Media @SimilarWeb @crestodina @royhinkis
How Social Sharing Affects Search Rankings
69Source: Orbit Media @SimilarWeb @crestodina @royhinkis
Social Scheduling
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Social Sharing Schedule
Source: KISSmetrics 71@SimilarWeb @crestodina @royhinkis
Scheduling Shares
Source: ? 72@SimilarWeb @crestodina @royhinkis
Source: ? 73@SimilarWeb @crestodina @royhinkis
Scheduling Shares
Source: ? 74@SimilarWeb @crestodina @royhinkis
Scheduling Shares
Source: ? 75@SimilarWeb @crestodina @royhinkis
Scheduling Shares
Source: ? 76@SimilarWeb @crestodina @royhinkis
Scheduling Shares
Source: ? 77@SimilarWeb @crestodina @royhinkis
Scheduling Shares
Buffer
Source: ? 78@SimilarWeb @crestodina @royhinkis
Social Automation
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How To Share Big Time
The 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
@SimilarWeb @crestodina @royhinkis
Share What Gets Shared
Source: BuzzSumo 81@SimilarWeb @crestodina @royhinkis
Share What Gets Clicked the Most
Source: ? 82@SimilarWeb @crestodina @royhinkis
Share What Converts the Most
Source: ? 83
Source: ? 84@SimilarWeb @crestodina @royhinkis
Conversion Rate Per Blog
Conversion Rate Per Blog
Source: ? 85@SimilarWeb @crestodina @royhinkis
Share When People Tend to be Active
Source: Orbit Media 86@SimilarWeb @crestodina @royhinkis
Share When your Audience is Active
Source: FollowerWonk 87@SimilarWeb @crestodina @royhinkis
Load the Posts into the Tool
Source: ? 88@SimilarWeb @crestodina @royhinkis
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Use Every Trick in the Book
Secondary headline (number)Special characters ☝Use copypastecharacter.com#Hashtags
Headline (clarity and benefits)
LinebreaksImageThe Link!
@SimilarWeb @crestodina @royhinkis
Load the Schedule into the Tool
Source: ? 90@SimilarWeb @crestodina @royhinkis
This Might Help
Source: Orbit Media 91@SimilarWeb @crestodina @royhinkis
To see where your traffic is coming from, click here to try SimilarWeb.
92@SimilarWeb @crestodina @royhinkis