How does Social Media and SEO work together?

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


The Value of Links

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links are credibility

@SimilarWeb @crestodina @royhinkis 11

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


Correlation between links and rankings

Source: MOZ Search Ranking Factors 15@SimilarWeb @crestodina @royhinkis

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Lead


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Traffic

LeadConversions


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Rank

Traffic

LeadConversions


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Links

Rank

Traffic

LeadConversions

Content


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Relationships

Content

Links

Rank

Traffic

LeadConversions

Content


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



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Online NetworkingRelationships with Influencers

Content Promotion Traffic and Branding



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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...


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


Build a List


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”


Feedly


Google+ Circles of Creators


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Part Two: Engage

+1 their postsLike comments on other blogsComment on their blog

Favorite their tweets


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


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.


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


Collaborate


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Part Six: Friendship

Face-to-face meetingMastermind GroupHand-written thank you note

Phone call, Skype or Google+ Hangout


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!


...that’s how to become an influencer yourself.


Cross the Streams

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The strength of weak connections!


Post in one place...


...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!


Get Out There!

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Events are the biggest shortcut


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


Confidence GapEffectiveness Ratings of Tactics Among B2B Users

Source: 2014 B2B Content Marketing Trends – North America: Content Marketing Institute/MarketingProfs


Influencer Marketing Tools

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InkyBee


GroupHigh


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


How Social Sharing Affects Search Rankings


Social Scheduling

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Social Sharing Schedule

Source: KISSmetrics 71@SimilarWeb @crestodina @royhinkis

Scheduling Shares

Source: ? 72@SimilarWeb @crestodina @royhinkis


Scheduling Shares

Buffer


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


Share What Gets Shared

Source: BuzzSumo 81@SimilarWeb @crestodina @royhinkis

Share What Gets Clicked the Most


Share What Converts the Most

Source: ? 83


Conversion Rate Per Blog

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


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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!


Load the Schedule into the Tool


This Might Help

Source: Orbit Media 91@SimilarWeb @crestodina @royhinkis

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


http://www.similarweb.com/?utm_source=ss&utm_medium=tr&utm_campaign=web_3&utm_content=1

How does Social Media and SEO work together?

Marketing

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