SEO & Social Media: A Match Made in Heaven

SEO & Social Media

Brett Snyder

Owner, Knucklepuck

@BrettASnyder

A Match Made in Heaven

@BrettASnyder #stateofsearch

Brett Snyder

Owner, Knucklepuck

• Integrated digital marketing

• Be Where Your Audience Is!

• Twitter: @BrettASnyder


Brett Snyder

Career agency marketer


Brett Snyder

Lover of sports & outdoor activities


Brett Snyder

Recently married with a 8-month “fur baby”

What Makes a Great Marriage?


• Communication

• Commitment

• Cooperation

• Creativity

• Courtship

Relationship Modeling


• Foundation of all major search engines

• Crowdsourcing authority via our relationships

• Goal: Anticipate user intent

Integrated Marketing


• Identifying who your audience is and where they are online

• Connecting with your audience to build lasting relationships

• Putting the “social” in “social media”

Understanding Social Media


“Social media is not a strategy, it’s a channel where your content

plays out”

~Marty Weintraub, @aimclear

@_seandolan

Social Networks


Understanding Social Media

@BrettASnyder

• Opt-in Content Network

• Collection of Prequalified Interests

• Dialogue > Monologue

• Converging Media

#stateofsearch

Social Media for SEOs


“It’s not the actual social activity that matters, but what happens as a result

of that activity.”

~AJ Kohn, @ajkohn

http://bit.ly/1vldHvb

http://bit.ly/1vldHvb


“Social sows the seeds of

solid SEO”

~ Guy who loves tacky, alliterative statements


Social Ranking Factors

Social Ranking Factors

@BrettASnyder #stateofsearchhttp://bit.ly/1lNlr5j

http://bit.ly/1lNlr5j


“Correlation is not causation

but it sure is a hint”

~ Edmund Tufte

Ice Cream Causes Drowning?!?


0

2

4

6

8

10

0 2 4 6 8 10

Am

ou

nt

of

Ice

Cr

ea

m E

ate

n

Number of Drowning Deaths

But…Why Not?


• Search engines use quality signals, not “ranking factors”

• Matt Cutts : “So because we're sampling an imperfect web, we have to worry a lot about identity when identity is already hard.”

• Extremely easy to manipulate

http://bit.ly/BambooChalupaSocialRankingFactors


http://bit.ly/BambooChalupaSocialRankingFactors


Organic rankings are based on trust & authority


Social Media helps curate trust & authority


Step One: Find Them

KnowEm.com


WeFollow.com


Followerwonk

#stateofsearch@BrettASnyder

Followerwonk


Twitter Lists


• Curate authoritative sources around your particular niche

• Learn what type of content your audience is most interested in sharing

Highlight Key Influencers


Segment Geographically

#stateofsearch@BrettASnyder

Wishlist


•Maximum 10 people on this list

•Goal: Follow back

•Goal: Access to DM

Search Twitter Lists


Competitor Lists


If This Then That


@BrettASnyder #stateofsearchhttp://bit.ly/1vl8zaB

• Monitor Reddit for Content

• Gather PR Opportunities

• Keep Track of Twitter Hashtags

• Monitor Journalists on Quora

• Monitor Social Chatter

If This Then That

@DanaForman, SEER Interactive

http://bit.ly/1vl8zaB

Other Free Ways to Discover Influencers


• BuzzSumo

• LinkedIn Shared Connections

• SocialRank.com Market Intelligence

• Google+ Ripples

• SimplyMeasured

• Twellow

• CircleCount


Step Two: Win Them Over

What Makes a Great Marriage?


• Communication

• Commitment

• Cooperation

• Creativity

• Courtship

Principles of Social Courtship


6 Degrees of Kevin Bacon


According to a study by Facebook, users

average 3.74 degrees of separation

http://bbc.in/1kjHy33

http://bbc.in/1kjHy33

Facebook Graph Search


• “Find more of what you’re looking for through your friends and connections”

• Discover second- and third-tier connections that already exist

Marketers Who Live in Dallas


Who Attended Villanova and Work at Google


Who Work as Journalists in Washington, D.C.



• Groups

• Pages Liked

• Shared Interests

• Demographics

• Locations

Shared Connections with your Business

http://bit.ly/UzpQMD

http://bit.ly/UzpQMD

Tweriod


http://500px.com/


http://500px.com/

http://500px.com/popular


http://500px.com/popular

http://500px.com/joshnorem


http://500px.com/joshnorem


https://www.facebook.com/TheFurrtographer




Learn what key influencers are doing to

engage with the community to establish

common interests



Tying Social Back to SEO

Place the Emphasis on Your Website


• Create content assets that live on your website

• Social should drive the conversation, website should drive the story

Social Branding


Branding


• Social media represents your online reputation

• Consider social media just as you would customer service: a means to communicate with customers

http://bit.ly/ZXVrnG

http://bit.ly/ZXVrnG

Branding


Content Distribution

@BrettASnyder #stateofsearchhttp://selnd.com/1xgNnBO

http://selnd.com/1xgNnBO

Generate Content Ideas


Paid Amplification



Final Thoughts


Good marketing is all about your relationships


Your return is relative to your investment


It does get easier, I promise!


Think like a marketer, act like a human being


Thank You!

Brett Snyder

Owner, Knucklepuck

[email protected]

@BrettASnyder

TO LEARN MORE OR FOR ANY QUESTIONS:

Additional Image Credits


• Relationship Modeling – https://en.wikipedia.org/wiki/PageRank

• Integrated Marketing – http://answerhub.com/article/5-best-practices-of-online-communities/

• Understanding Social Media –https://www.flickr.com/photos/james__clayton/5957786486

• Identity – http://apocalypse-how.com/2014/05/22/apocalypse-how-identity-crisis/

• 6 Degrees of Kevin Bacon – http://readingeagle.com/life/article/six-degress-of-kevin-bacon-a-game-changer#.U9gItYBdVj4

• Storytelling – https://www.flickr.com/photos/hikingartist/14134388517/

https://en.wikipedia.org/wiki/PageRank

http://answerhub.com/article/5-best-practices-of-online-communities/

https://www.flickr.com/photos/james__clayton/5957786486

http://apocalypse-how.com/2014/05/22/apocalypse-how-identity-crisis/

http://readingeagle.com/life/article/six-degress-of-kevin-bacon-a-game-changer#.U9gItYBdVj4

https://www.flickr.com/photos/hikingartist/14134388517/

SEO & Social Media: A Match Made in Heaven

Marketing

Transcript of SEO & Social Media: A Match Made in Heaven