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The Social Media Underground
- 1. The Social MediaUnderground Go “Underground” (Ethically) and Earn Buzz, Links & (Ultimately) SEO Value Stephan Spencer SEO author, speaker, consultant
- 2. First Off... WhoAm I? • Author of Google Power Search & Co-author of The Art of SEO • Founder of SEO agency Netconcepts • Sold Netconcepts to Covario in 2010 • Lived in NZ for 8 yrs, returned to US in 2007 • Invented an SEO technology called GravityStream • Launching an SEO training/coaching program at ScienceofSEO.com
- 6. A Blog isan Asset My daughter, blogger & SEO. $5 - $30 / day passive income. Started when she was 14. SEO: So simple even a child can do it!
- 7. Social Media Optimization • Every social site has its own unique opportunities, quirks and anomalies. • You can think of these as “hacks” • O’Reilly definition of “hacks”: – tools, tips, and tricks that help users solve problems – aimed at intermediate-level power users 7
- 8. Social Media PowersYour SEO • Write link bait articles • Seed your link bait articles into social media. A “power user” should submit it, as it will get more traction. • 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 article on Search Engine Land, podcast on StephanSpencer.com 8
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- 12. Link Baiting •Offer a niche-specific blogroll, tool, How-To, or compilation of news stories • Post a scoop • Expose a story as flawed or a fraud • Be a contrarian about a story, product, or prominent blogger’s opinion • Be humorous. Good topics include a bizzare pic of your subject, “10 things I hate about…”, and “You know you’re a when…” Source: Performancing 12
- 13. Link Baiting •Publish or commission some original research • Creative-Commons-license photos you made of an event you’re blogging about • Make available for free a theme, plugin or piece of software • Start a meme that others can replicate and that links back to you (e.g. buttons/stickers/tools for bloggers/webmasters to post on their sites, contests, quizzes, surveys, etc.) 13
- 14. So… Get Creative! • Give awards / recognition – Badges with link text underneath • Allow webmasters to republish your articles – Require a link in your byline • Publish unique content – Podcasts (e.g. SteveSpangler.com) – Screencasts (use Screenflow or Camtasia Studio) – Wikis (e.g. SEOGlossary.com) 14
- 15. So… Get Creative! • Run contests – E.g. Design Shoemoney’s business card, win business cards for life • Offer useful tools for webmasters, such as… – Weather stickers • E.g. Wunderground.com, SuperPages.com – RSS feeds • Lottery winning numbers from SuperPages.com 15
- 19. Widgets & Badges • For folks’ blog sidebars, MySpace profiles, etc. • Most effective if married up with a meme – (a meme is a “copy me” instruction backed up with threats and/or promises) • Examples: – How Many Five Year Olds Could You Take on in a Fight? – Which Superhero Are You? – Swicki – SeenOn.com Grey’s Anatomy • Many can be turned into Facebook apps too
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- 21. Social News Sites • Seed linkbait into social news sites • News articles, blog posts, photos, etc. identified by enough “shout outs” by users – Reddit, Digg, Newsvine, Techmeme, Shoutwire, etc. – StumbleUpon is a bit different. More like channel-surfing on your TV • Votes push the good stuff up to the front page • Popurls.com is an aggregator of the most popular stuff from many of these social sites 21
- 22. Reddit & Digg • Strip away all commercial links during the initial swarm • Friend popular users. Better yet, get a popular user to submit your story. • Time your presence on the front page for daylight hours • Craft a killer title using this formula from Muhammad Saleem: number + adjective + key phrase – E.g. “13 Most Chilling Haunted Hotels” or “16 Incredibly Unconventional Hotel Rooms” 22
- 23. StumbleUpon • Forceyour friends to stumble your stuff using the “Send to” function in the StumbleUpon toolbar – They have to view your URL before they can continue with their random channel surfing 23
- 24. Microblogging • Seedyour linkbait via microblogs / status updates • Twitter
- 25. Twitter • Createa microsite dedicated to Twitter – E.g. Zappos’ Tweetwall • Circumvent spam filters and inbox clutter using direct messages. Can't DM them if they aren't following you. • Set a custom background • Encourage retweets. Retweet count is a more meaningful metric than followers 25
- 26. Video & PhotoSharing Sites • Seed your linkbait into video & photo sharing sites... • YouTube • Flickr • Pinterest
- 27. YouTube • YouTube= the #2 search engine • With most popular YouTube promotions, YouTube gets the links and the original site usually does not. Stack the odds more in your favor by adding a URL to your description (becomes clickable) and/or by creating a microsite and making the microsite URL your username. – E.g. “willitblend.com” is BlendTec's username • Use as many tags as possible while still being accurate • Have a custom background on your channel page • Cross-post your video to other video sharing sites simultaneously w/ OneLoad • 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 27
- 28. YouTube • Becreative but unpolished – Eepybird's Bellagio Fountain of Diet Coke + Mentos – BlendTec's “Will It Blend?” – Heroes spoof commercial (“Zeroes”) – an NBC creation – John Cleese Backup Trauma webisode – Intuit's “Tax Rap” content – SolarDave's SMX spoof with cut-out figures as the actors 28
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- 33. Flickr • Alwaysuse tags – as many as possible while still being accurate. Put multiple word tags in surrounded by quotation marks “” • Make descriptive titles for your photos • Create thematic Sets for your photos • External links are nofollowed • If the photo is location specific, go into Flickr's tools and geotag the picture – Go into the Flickr set tools, and locate the location on the Yahoo! Map, then drag the picture onto the map to pinpoint its location • Creative Commons license your photo and put how you want the user to credit you in your photo's description 33
- 34. Pinterest • Anup-and-coming social network for pic and video sharing • Set up pinboards • Infographics and images with quotes do particularly well on Pinterest – Examples of infographics: dailyinfographic.com, coolinfographics.com, infographicjournal.com • Some external links pass PageRank and thus this is a particularly good social site to focus on for SEO • Find out who’s been pinning your stuff: http://pinterest.com/source/yoursitehere • Good article: http://www.copyblogger.com/pinterest-marketing/
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- 36. Social Bookmarking Sites • Seed linkbait into social bookmarking sites • Users add favorite web pages to an online bookmarking service, such as: – Delicious.com • Items that are favorited a lot get pushed up to the popular page
- 38. Social Networks •Build your social media profiles in the various social networks – Facebook – LinkedIn – Google+ – MySpace – Niche social networks – Meetup.com – Wikipedia • Optimize your profiles and get them to rank in the Google search results
- 39. Facebook • Facebookgets more time on site than Google • Create Facebook Pages for your company, brand • Microblog via status updates. Use HootSuite, or…? • Define a username. It will give you a vanity URL for Facebook Pages or profiles – http://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 sophisticated, just “remarkable”. (dare your friends, bite your friends, farm, gift registry)
- 40. LinkedIn • Addlinks to your website, blog, and one other URL and select “Other” so you can specify the anchor text. No SEO credit though, the links are “nofollowed” • Add a LION (LinkedIn Open Networker) or two to your network. – And/or become a LION yourself • http://www.linkedin-makeover.com/2011/09/30/how-to-be-a-linkedin-lion/ – i.e. a “promiscuous sneezer” (in Seth Godin-speak) • 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 “question” 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?”
- 41. Google+ • Nota serious contender to Facebook… yet! • Create a Google+ page for your business (http://www.google.com/+/business/) • Use rel=author markup on your website so that your Google+ photo can appear in your Google search results • Search Plus Your World = customized Google search results • Hangouts are cool! • Good article: http://blog.kissmetrics.com/google-plus-marketing- guide/
- 42. Niche Social Networks • For dog lovers • For car enthusiasts • For wine connoisseurs • Etc.
- 45. Meetup.com • Getinvolved 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 • Actually there are many social sites with profile pages that pass link juice... – http://www.searchenginepeople.com/blog/22- dofollow-social-media-sites-offering-profile-links.html
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- 47. Wikipedia • Buildup your street cred (long & virtuous contribution history, user profile page with Barnstar awards) before doing anything at all self-serving. • A link on a high-profile article is worth gold, as it builds your credibility & visibility with journalists and bloggers. Negotiate with an article's “owner” to get this. • Monitor your articles with a tool that emails you (e.g. trackengine, changenotes, urlywarning, changedetect). Don't just rely on Wikipedia's “Watch” function • Flow PageRank internally with Disambiguation pages, Redirects, Categories • Make friends. They will back you up in AfDs • Don't edit anonymously from work. (Have you heard of WikiScanner??) 47
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- 49. 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. – http://www.businessblogconsulting.com/2008/02/blog-carnivals-a-link-building- secret-weapon 49
- 50. Blogs • Bea contributor to a group blog (e.g. BusinessBlogConsulting.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 50
- 51. Real-World Networking •Build relationships with bloggers by networking with them at blogger conferences, unconferences and meetups • Register and attend conferences that link to their attendees (e.g. WordCamp, Gnomedex) • Contribute to conference wikis (where you've attended!) • 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/ 51
- 52. Q&A • Tocontact me: [email protected] • Follow me on Twitter: @sspencer • Email [email protected] for – a copy of this PowerPoint – my SEO Metrics webinar recording – my SEO Best & Worst Practices checklist – my SEO Myths white paper