1. Wine & Web #38
Andy Crestodina
@crestodina #wineweb
Combining Social & Search

2. THE SEARCH / SOCIAL
CORRELATION

3. Source: MOZ Search Ranking Factors 2013
The Correlation Data

4. People who drowned by falling in pools
Films Nicolas Cage appeared in
sources: CDC, IMDB and tylervigen.com

6. THE VALUE OF LINKS

7. links are credibility

8. more links = more credibility

9. links from credible sites =
much more credibility

10. many outgoing links =
less credibility per link

11. It’s good when the link text
Includes the target keyword.

12. but if all the links include the
target keyword, that’s bad.

16. Link Popularity / Domain Authority
20 40 60 80
#unfair

17. #winning

18. HOW DOES SOCIAL
MEDIA HELP RANKINGS?

19. Social actions. Search Outcomes

20. Social actions. Search Outcomes

23. FINDING CONTENT
CREATORS

24. Who Makes Content (and links)?
• Journalists
• Podcasters
• Academic Researchers
• Event Producers
But mostly…
• Bloggers and blog editors

25. Social Media:
The Worlds Greatest
Phonebook

26. Follower Wonk
Source: FollowerWonk.com

28. Inky Bee

29. Building Lists

30. MAKING FRIENDS WITH
CONTENT CREATORS

31.  Follow blogger on Twitter
 Mentioned blogger in a tweet
 Favorited a tweet
 Retweeted Blogger
 Subscribed to blog by feed / email
Hi there! (part 1)

32. Hi there! (part 2)
 Commented on their blog
 Friended on Facebook
 Liked bloggers content on Facebook
 Added Blogger to G+ Circle
 +1’d bloggers content on G+
 Liked bloggers comment via
G+/Discuss/Livefyre

33. Hi there! (part 3)
 Invited to connect on LinkedIn
 Mentioned / Linked to blogger from
your blog/website
 Emailed Blogger
 Phone call / Skype / Hangout with
Blogger
 Met blogger in person
 COLLABORATE!

34. Keep them on Twitter ‘Radar’

35. Tag them on LinkedIn

36. Feedly

37. More Inky Bee

38. Event
Magic!

39. Source: Groove HQ

40. Source: Groove HQ

41. Source: Groove HQ

42. Source: Groove HQ

43. Your Site as a Networking Tool

44. Cross the Streams
…the strength of weak connections!

47. 1. Publish…
2. Share here…
3. Say thanks there!

48. Great Influencer
Outreach

52. Everything in marketing is
based on relationships
…including search rankings.

53. Wine & Web
Andy Crestodina
@orbiteers #wineweb
Thank you!