1. How
Social
Media
Has
Revolu1onized
Search
Marke1ng
Wednesday,
June
1
-­‐
1
PM
EDT
Speakers:
Eric
Enge,
Stone
Temple
Consul1ng
Erez
Barak,
Op1fy
©2010 Third Door Media, Inc.

2. Eric
Enge,
Stone
Temple
Consul1ng
» Eric
Enge
is
President
of
Stone
Temple
Consul9ng,
a
20-­‐person
SEO
firm
with
offices
in
MassachuseDs
and
California.
» He
is
a
regular
contributor
to
industry
publica9ons
such
as
Search
Engine
Land;
a
frequent
speaker
at
industry
events;
and
he
is
the
author
of
The
Art
of
SEO
(O'Reilly.)
©2010 Third Door Media, Inc.

3. Erez
Barak,
Op1fy
» Erez
Barak
is
Vice
President
of
Products
and
Co-­‐Founder
at
Op9fy;
» Frequent
speaker
at
industry
events.
» Prior
to
Op9fy,
Erez
was
a
director
of
product
marke9ng
in
HP s
SoVware
business
unit.
» He
was
recently
named
among
the
Top
25
Innovators
in
2010
by
SeaDle
Business
Magazine.
©2010 Third Door Media, Inc.

4. Link
Graph
is
Breaking
Down
©2010 Third Door Media, Inc.

5. New
Ranking
Signals
©2010 Third Door Media, Inc.

6. »
NoFollowed,
but
s9ll
act
like
links
»
Author
authority
maDers
©2010 Third Door Media, Inc.

7. Facebook
Authority
&
Links
©2010 Third Door Media, Inc.

8. Friend
Likes
in
Bing
Results
©2010 Third Door Media, Inc.

9. Search
on
Loca1ons
©2010 Third Door Media, Inc.

10. Wisdom
of
the
Crowd
©2010 Third Door Media, Inc.

11. Google
Facebook
in
Results
©2010 Third Door Media, Inc.

12. Google
TwiPer
Integra1on
©2010 Third Door Media, Inc.

13. How
Ranking
Used
to
Work
» 24%
Trust/Authority
of
Domain
» 22%
Link
Popularity
of
Page
» 20%
InBound
Anchor
Text
» 15%
Keyword
Usage
» 7%
Traffic
/
Click-­‐Through
Data
» 6%
Social
Graph
Metrics
» 5%
Registra9on
/
Hos9ng
Data
Source:
SEOmoz
Ranking
Factors
Survey
©2010 Third Door Media, Inc.

14. What
it
Might
Look
Like
Now
» 21%
Trust/Authority
of
Domain
4%
» 19%
Link
Popularity
of
Page
21%
20%
» 18%
InBound
Anchor
Text
» 11%
Keyword
Usage
7% 19%
» 7%
Traffic
/
Click-­‐Through
Data
11% » 20%
Engagement
Metrics
18%
» 4%
Registra9on
/
Hos9ng
Data
Source:
ME
©2010 Third Door Media, Inc.

15. How
to
Leverage
Search
is
Integra1ng
Social
…
and
Your
Website
Should
too
©2010 Third Door Media, Inc.

16. Like
» Shows
up
in
Most
Recent
(your
page
only)
» Shows
up
in
Top
News
(your
friend s
pages)
©2010 Third Door Media, Inc.

17. Send
» Post
on
Walls
or
send
to
someone s
email
©2010 Third Door Media, Inc.

18. Share
©2010 Third Door Media, Inc.

19. Tweet
This
©2010 Third Door Media, Inc.

20. Subscribers/Followers/Fans
©2010 Third Door Media, Inc.

21. Facebook
Comments
©2010 Third Door Media, Inc.

22. The
New
Kid
on
the
Block!
©2010 Third Door Media, Inc.

23. Search
and
Social
-­‐
Ques1ons
» Ques9on
#1:
Where
do
people
spend
their
9me?
» Ques9on
#2:
Are
all
TwiDer
followers
created
equal?
» Ques9on
#2:
Does
Facebook
maDer?
» Ques9on
#4:
What
is
the
organic
CTR?
» Ques9on
#5:
What
do
I
need
to
track
in
real
9me?
©2010 Third Door Media, Inc.

24. Ques1on
#1:
Where
do
people
spend
their
1me?
©2010 Third Door Media, Inc.

25. Ques1on
#2:
Are
all
TwiPer
users
created
equal?
©2010 Third Door Media, Inc.

26. Ques1on
#2:
Are
all
TwiPer
users
created
equal?
©2010 Third Door Media, Inc.

27. Ques1on
#2:
Are
all
TwiPer
users
created
equal?
©2010 Third Door Media, Inc.

28. Ques1on
#3:
Does
Facebook
MaPer?
Search
Rank
Facebook Likes
Not
all
URLs
are
created
equal
Correla9on
between
rank
and
likes
Does
rank
drive
likes?
or
Do
Likes
drive
rank?
©2010 Third Door Media, Inc.

29. Ques1on
#4:
Organic
CTR
©2010 Third Door Media, Inc.

30. Ques1on
#4:
Organic
CTR
» Cheap
CPC
terms
will
likely
yield
over
double
the
CTR
on
the
first
page
than
expensive
CPC
terms.
» Your
poten9al
organic
traffic
is
nearly
three
9mes
greater
on
a
lower
CPC
term.
©2010 Third Door Media, Inc.

31. Ques1on
#4:
Organic
CTR
» If
you re
op9mizing
for
head
terms,
you
will
not
see
huge
benefits
un9l
you
get
to
the
top
few
posi9ons.
» If
you
are
op9mizing
for
a
long
tail
term,
you
can
see
decent
CTR
almost
anywhere
on
the
first
page
©2010 Third Door Media, Inc.

32. Ques1on
#5:
What
do
I
need
to
track
in
Real
Time
?
» SEO
Indicators
» Keyword
Ranks
» Page
Scores
» Link
Opportuni9es
©2010 Third Door Media, Inc.

33. Ques1on
#5:
What
do
I
need
to
track
in
Real
Time?
» Social
Indicators
» Likes,
Shares,
Comments
» Re-­‐tweets
and
Followers
» Social
Influence
©2010 Third Door Media, Inc.

34. Ques1on
#5:
What
do
I
need
to
track
in
Real
Time?
» Business
Indicators
» Pageviews
» Visitors
» Conversion
» Revenue
©2010 Third Door Media, Inc.

35. Op1fy
–
Marke&ng
in
Real
Time
» Founded
in
2008
and
publicly
released
in
March
2010,
now
has
over
1,400
accounts
» Enables
marketers
to
drive
more
traffic
and
leads
with
SEO
and
social
media,
convert
visitors
to
customers,
and
measure
and
share
results
» Op9fy
customers
see
over
100%
increase
in
organic
traffic
and
over
300%
increase
in
leads
in
less
than
4
months
» Resources:
» Featured
customers
and
tes9monials
are
available
at
www.op9fy.net/customer-­‐tes9monials/
,or
read
our
case
studies
at
www.op9fy.net/category/case-­‐studies/
» We
offer
4
Edi9onswww.op9fy.net/edi9ons-­‐pricing/
and
a
30-­‐day
free
trial
www.op9fy.net/sign-­‐up/
» Learn
more
at
www.op9fy.net
©2010 Third Door Media, Inc.

36. 710
2nd
Avenue
Suite
840
SeaDle,
WA
98104
t:
1.877.2.OPTIFY
f:
1.206.787.1410
www.op9fy.net
Visit http://www.optify.net/blog
for recap, Q&A, recording and
presentation
©2010 Third Door Media, Inc.