Being Optimally Social – How Not Talking about Your Product Can Bring Huge Rewards Presentation

Earning Buzz, Links & (Ultimately) SEO Value

Being Optimally Social


Stephan Spencer
VP of SEO Strategies, Covario

First
Off...
Who
Am
I?

•  VP
of
SEO
Strategies
at
Covario
 •  Founded
Netconcepts
LLC
in
Madison
WI
in
1995.
 Sold
it
to
Covario
in
2010.
Founded
Netconcepts
 Ltd
in
Auckland
in
1999.
 •  Lived
in
New
Zealand
for
8
yrs,
returned
to
US
in
 2007.
 •  Inventor
of
GravityStream,
a
pay‐for‐performance
 SEO
technology
(rebranded
as
Organic
Search
 OpUmizer)
 •  Co‐author
of
The
Art
of
SEO

2

© 2009 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Social
Media
OpUmizaUon

•  Every
social
site
has
its
own
unique
opportuniUes,
 quirks
and
anomalies.
 •  You
can
think
of
these
as
“hacks”
 •  O’Reilly
definiUon
of
“hacks”:

– tools,
Ups,
and
tricks
that
help
users
solve
problems
 – aimed
at
intermediate‐level
power
users


3


Social
Media
Powers
Your
SEO

•  Write
link
bait
arUcles
 •  Seed
your
link
bait
arUcles
into
social
media.
A
 “power
user”
should
submit
it,
as
it
will
get
more
 tracUon.
 •  Examples:
19
Things
You
Didn’t
Know
About
Death,
 Craziest
Urinals
from
Around
the
World,
100
Best
 Beers
from
Around
the
World
 •  More
on
this:
Social
Media
Underground
arUcle
on
 Search
Engine
Land,
podcast
on
StephanSpencer.com


4


Digg

•  Strip
away
all
commercial
links
during
the
iniUal
Digg
swarm
 •  Friend
popular
Diggers.
Beger
yet,
get
a
popular
Digger
to
submit
 your
story.


–  Consult
the
Top
100
list
of
Diggers
(hgp://socialblade.com/digg/ topusers.html)


•  Time
your
presence
on
the
Digg
front
page
for
daylight
hours

 •  Crai
a
killer
Utle
using
this
formula
from
Muhammad
Saleem:
 number
+
adjecUve
+
key
phrase

–  E.g.
“13
Most
Chilling
Haunted
Hotels”
or
“16
Incredibly
UnconvenUonal
 Hotel
Rooms”


5


6


StumbleUpon

•  Force
your
friends
to
stumble
your
stuff
using
the
 “Send
to”
funcUon
in
the
StumbleUpon
toolbar

– They
have
to
view
your
URL
before
they
can
conUnue
 with
their
random
channel
surfing


7


YouTube

•  YouTube
=
the
#2
search
engine
 •  With
most
popular
YouTube
promoUons,
YouTube
gets
the
links
and
the
 original
site
usually
does
not.
Stack
the
odds
more
in
your
favor
by
 adding
a
URL
to
your
descripUon
(becomes
clickable)
and/or
by
creaUng
 a
microsite
and
making
the
microsite
URL
your
username.

–  E.g.
“willitblend.com”
is
BlendTec’s
username


•  Use
as
many
tags
as
possible
while
sUll
being
accurate
 •  Have
a
custom
background
on
your
channel
page
 •  Cross‐post
your
video
to
other
video
sharing
sites
simultaneously
w/
 Tubemogul
 •  Run
a
contest
and
recruit
popular
YouTube
users
to
enter.
Their
video
 submission
will
get
pushed
out
to
all
their
subscribers

–  E.g.
Intuit’s
“Tax
Rap”
contest


8


YouTube

•  Be
creaUve
but
unpolished

– Eepybird’s
Bellagio
Fountain
of
Diet
Coke
+
Mentos
 – BlendTec’s
“Will
It
Blend?”
 – Heroes
spoof
commercial
(“Zeroes”)
–
an
NBC
creaUon
 – John
Cleese
Backup
Trauma
webisode
 – Intuit’s
“Tax
Rap”
content
 – SolarDave’s
SMX
spoof
with
cut‐out
figures
as
the
actors
 – “Hat
Swap”
spoof
of
“Wife
Swap”
reality
show
w/
SEOs


9


10


11


12


MySpace

•  You
need
an
impressive
number
of
friends.
Establish
criUcal
mass
 by
friending
bands,
models
(male
and
female),
ficUon
authors,
 actors,
go‐go
dancers,
DJs,
etc.
They’ll
take
anybody!

–  Find
them
using
the
“Search
Profiles
for
People
with
Similar
Career
 Interests”
as
part
of
MySpace’s
Search
funcUon.
 –  Then
remove
them
later
on
when
you
no
longer
need
them.



•  Long
page
load
Ume
will
drive
your
profile
visitors
away.
Disable
 HTML
in
your
comments
so
users
can’t
fill
your
page
with
slow‐ loading
pictures
of
LOLcats
etc.


13


hgp://www.searchenginepeople.com/blog/22‐dofollow‐social‐media‐sites‐offering‐profile‐ links.html


14


Facebook

•  Facebook
gets
more
Ume
on
site
than
Google
 •  Create
Facebook
Pages
for
your
company,
brand
 •  Microblog
via
status
updates.
Use
ping.fm
to
cross‐post
your
tweets
to
 Facebook
etc.
 •  Define
a
username.
It
will
give
you
a
 vanity
URL
for
Facebook
Pages
or
profiles

–  hgp://www.facebook.com/username/


•  •  •  • 

Create
Facebook
Groups
for
your
events
 Develop
a
fan
base
(Facebook
Fan
Pages)
 Add
the
“Like”
widget
to
your
site’s
sidebar
 Create
a
Facebook
app.
Doesn’t
need
to
be
 sophisUcated,
just
“remarkable”.

–  Dare
your
friends,
bite
your
friends,
farm,
gii
registry,
etc.


LinkedIn

•  Add
links
to
your
website,
blog,
and
one
 other
URL
(no
SEO
value
though,
links
 are
nofollowed).
Select
“Other”
to
 customize
the
anchor
text.
 •  Add
a
LION
(LinkedIn
Open
Networker)
 or
two
to
your
network.



–  i.e.
a
“promiscuous
sneezer”
(in
Seth
Godin‐speak)
 –  Use
the
TopLinked.com
list.
e.g.
Flip
Filipowski


•  Add
your
email
address
to
your
“professional
headline”
so
folks
4+
 degrees
away
don’t
have
to
waste
an
InMail
to
contact
you
 •  Post
a
“quesUon”
to
LinkedIn
Answers
that
serves
your
own
purposes


–  e.g.
“We’re
looking
to
hire
an
SEO
analyst
and
are
willing
to
pay
whatever
it
 takes
to
get
a
top‐notch
person.
What
job
boards
do
you
recommend?”


16


Flickr

•  •  •  •  •  Always
use
tags
–
as
many
as
possible
while
sUll
being
accurate.
Put
mulUple
word
tags
 in
surrounded
by
quotaUon
marks
“”
 Make
descripUve
Utles
for
your
photos
 Create
themaUc
Sets
for
your
photos
 Links
on
profile,
set
and
collecUon
pages
are
not
nofollowed

 If
the
photo
is
locaUon
specific,
go
into
Flickr’s
tools
and
geotag
the
picture

–  Go
into
the
Flickr
set
tools,
and
locate
the
locaUon
on
the
Yahoo!
Map,
then
drag
the
picture
 onto
the
map
to
pinpoint
its
locaUon


• 

CreaUve
Commons
license
your
photo
and
put
how
you
want
the
user
to
credit
you
in
 your
photo’s
descripUon


17


Wikipedia

•  Build
up
your
street
cred
(long
&
virtuous
contribuUon
history,
 user
profile
page
with
Barnstar
awards)
before
doing
anything
 at
all
self‐serving.
 •  A
link
on
a
high‐profile
arUcle
is
worth
gold,
as
it
builds
your
 credibility
&
visibility
with
journalists
and
bloggers.
NegoUate
 with
an
arUcle’s
“owner”
to
get
this.
 •  Monitor
your
arUcles
with
a
tool
that
emails
you
(e.g.
 trackengine,
changenotes,
urlywarning,
changedetect).
Don’t
 just
rely
on
Wikipedia’s
“Watch”
funcUon
 •  Flow
PageRank
internally
with
DisambiguaUon
pages,
Redirects,
 Categories
 •  Make
friends.
They
will
back
you
up
in
AfDs
 •  Don’t
edit
anonymously
from
work.
(Have
you
heard
of
 WikiScanner??)

18


hgp://www.searchenginepeople.com/blog/22‐dofollow‐social‐media‐sites‐offering‐profile‐ links.html


19


Social
Sites
that
Pass
PageRank

•  There
are
sUll
some
social
sites
with
profile
pages
that
pass
link
 juice

–  Propeller
 –  MyBlogLog
 –  TechnoraU
 –  etc.


•  Somewhat
outdated
list
(sUll
menUons
Flickr,
LinkedIn,
Kirtsy,
 AssociatedContent
–
which
no
longer
pass
PR):

–  hgp://www.searchenginepeople.com/blog/22‐dofollow‐social‐media‐sites‐ offering‐profile‐links.html


20


Blogs

•  First,
get
involved
via
comments
and
build
rapport

 •  Careful
about
making
the
commenter
name
keyword‐rich
 •  Comment
on
blogs
that
“dofollow”
comment
links

–  e.g.
Mark
Cuban’s
Blogmaverick.com,
Rimm‐Kaufman
Group’s
 www.rimmkaufman.com/rkgblog


•  Submit
to
blog
carnivals.
Host
one
(requires
that
you
have
a
blog).
 Start
a
new
one.

–  hgp://www.businessblogconsulUng.com/2008/02/blog‐carnivals‐a‐link‐ building‐secret‐weapon



21


Blogs

•  Be
a
contributor
to
a
group
blog
(e.g.
BusinessBlogConsulUng.com,
 Shop.org
Blog)
 •  Be
a
guest
blogger
on
someone
else’s
blog
(e.g.
TechGazing.com*,
 Problogger.net)
 •  A
Tip
Jar
indicates
the
blogger
is
desperate
for
cash
 •  When
blogging,
pay
agenUon
to
your
keyword
focus

–  Scribe
plugin
for
WordPress
&
Compendium
Blogware
both
give
real‐Ume
 feedback
on
how
search
engine
opUmal
your
blog
post
is
as
you’re
wriUng
it


•  Consider
“compending”
your
blogs


22


Compendium Blogware: analyzes the blog post’s keyword strength on-the-fly

hgp://www.searchenginepeople.com/blog/22‐dofollow‐social‐media‐sites‐offering‐profile‐ links.html


The Scribe plugin for WordPress also analyzes the blog post’s SEO

24


Administrative interface for creating “compended” blogs (i.e. auto-tagging)
25


Real‐World
Networking

•  Build
relaUonships
with
bloggers
by
networking
with
them
at
blogger
conferences,
 unconferences
and
meetups
 •  Register
and
agend
conferences
that
link
to
their
agendees
(e.g.
WordCamp,
 Gnomedex)
 •  Contribute
to
conference
wikis
(where
you’ve
agended!)

 •  Give
free
talks
at
libraries,
campuses
(e.g.
Stanford
TechBriefings)
 •  Get
involved
with
local
Meetups
and
get
your
meetup.com
member
profile
page
 linked
from
the
meetup’s
page,
which
will
pass
juice
to
your
profile
then
on
to
your
 site
 •  Invite
W3C
to
speak.
Get
a
link
to
your
event
on
www.w3.org/WAI/



26


Twiger

•  Create
a
microsite
dedicated
to
Twiger

–  E.g.
twiger.zappos.com


•  Circumvent
spam
filters
and
inbox
cluger
using
direct
messages.
 Can’t
DM
them
if
they
aren’t
following
you.
 •  Set
a
custom
background
 •  Encourage
retweets
(tweetmeme.com)
 •  Retweet
count
is
a
more
meaningful
metric
than
followers
 •  Influence
the
top
influencers
in
your
Twiger
network
by
 influencing
those
in
common
with
you

–  IdenUfy
the
common
“friends”
with
tweetwheel.com
 –  Send
your
request
as
a
direct
message

27


Widgets
&
Badges

•  For
folks’
blog
sidebars,
MySpace
profiles,
etc.
 •  Most
effecUve
if
married
up
with
a
meme


–  (a
meme
is
a
“copy
me”
instrucUon
 backed
up
with
threats
and/or
 promises)
 –  How
Many
Five
Year
Olds
Could
 You
Take
on
in
a
Fight?
 –  Which
Superhero
Are
You?
 –  Swicki
 –  SeenOn.com
Grey’s
Anatomy


•  Examples:


•  Many
can
be
turned
into
Facebook
apps
too


hgp://www.searchenginepeople.com/blog/22‐dofollow‐social‐media‐sites‐offering‐profile‐ links.html


29


hgp://www.searchenginepeople.com/blog/22‐dofollow‐social‐media‐sites‐offering‐profile‐ links.html


30


hgp://www.searchenginepeople.com/blog/22‐dofollow‐social‐media‐sites‐offering‐profile‐ links.html


31


Sign up to vote on this title
UsefulNot useful