Eric Enge presentation to SEMPO Atlanta June 24, 2012

1. Influencer Marketing

2. Who Am I?
Co-author of The Art of SEO
President of Stone Temple Consulting
25+ person SEO and PPC firm
Trainer for Instant E-Training
Founder of Web Site Publishing Companies
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3. Does Your Anchor Text Look Like This?
6% 12%
10%
11%
11%
13% 23%
14%
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4. Or, Like This?
Domain
Brand Name
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5. Social – SEO Synergy
Shared on
Google+
Helps Drive
New Circlers,
Shares, +1s
Traffic, Links, and New Subscribers
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6. The Synergy We Are Looking For
(Influencers)
(Sharing)
(Your Stuff)
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7. Links You Won’t Get
• Bad Anchor Text Mix
• Article directories
• Low value directories
• Blog and forum comments
• Link networks
• Wordpress themes
• Reciprocal links
• Sites that do not care about content quality
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8. The Influencer Audience Factor
YOU INFLUENCER
Your Reach Their Reach
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9. The Influencer Trust Factor
20 Shares
10 Links
20,000 Connections
100 Shares
50 Links
20,000 Connections
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10. Creating Trust in One Relationship
Personal Interaction
Give Back
Value To Others
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11. Likelihood to Share Formula
+ +
Quality Content
=
Visibility
Relevance
Share Rate
Trust in
+
Author/
+
Referrer
Unique
Content
+
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12. Creating Impressions
Direct Outreach
Potential Linker
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13. Relationship Building Pyramid
Higher Higher
Effort Value
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14. Summary
• Reach linkers by multiple channels
– Create great content
– Strong social media presences
– Guest posting
– Don’t be afraid to hit the road
• Channels / Tactics change over time
– Need to reach influencers does not
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15. Case Study -
The
Importance of
Opportunism
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16. How it started
• Feb/Mar 2005: Went to SES NY
• Sat in on this panel:
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17. Methodology
• Sat in the Front row
• First up to speak to Matt Cutts
• Had something interesting to say each time
• Rinse and Repeat for every search conference
Matt went to in 2005
• Met many other major influencers at those
conferences too!
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18. November 2006
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19. First One In
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20. Still Ranks (Web Analytics Report)
#9
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21. Another Event …
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22. Guess Who
Offered to
Write for
SEW?
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23. Think an Endorsement by Matt Cutts
Helped?
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24. Started in February 2007
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25. SES Chicago December 2008
• Got asked to help
write a book
• Asked by Stephan
Spencer and Rand
Fishkin
• Published November
2009
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26. July 2011 Interview with Tiffany
Oberoi
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27. An Influencer Said Something Nice
About it
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28. Search on Reconsideration Requests
#4!
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29. Interview with Peter Norvig
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30. Influencer Tweet
3.8 Million Followers!
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31. An “Event” (Peter Norvig Interview)
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32. @stonetemple / +Eric Enge

33. Influencer Marketing
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34. Blog
with
Quality
Content
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35. Lots of
Guest
Posts
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36. Strong Twitter Presence
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37. Solid
Facebook
Presence
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38. Basic Strategy
• Post great content: 3 to 4 times per week
– 2/3 of the posts are from guest authors
• Guest Post on other sites: 3 to 5 times per
week
• Always building relationships with influencers
• Great content on Twitter and Facebook
• Promote posts on Twitter and Facebook
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39. Top Anchor
Text
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40. Sample Results
• http://blog.kissmetrics.com/color-psychology/
• 681 links from unique domains
• 7,983 tweets
• 4k Likes
• http://blog.kissmetrics.com/science-of-social-timing-1/
• 504 links from unique domains
• 10,600 tweets
• 1k Likes
• The site gets 200,000+ visitors per month
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41. Thank You!
Eric Enge
eenge@stonetemple.com
@stonetemple
+Eric Enge
(508) 485-7751
www.stonetemple.com