By Vallerie A. Malkin
SEO guru Eric Enge broke SEO and Social Media down into plain English at NIM’s Aug. 23 event. Stressing an integrative approach using SEO and Social, Enge said the best way to compete in SEO keywords is to be user-centric.
If anyone knows how to boil down complex ideas for an audience, it’s Enge, who is CEO of Stone Temple Consulting, a 25+ person SEO firm with offices in Massachusetts and California. Enge is also a frequent speaker at marketing conferences like SES, PubCon, and SMX.
According to Enge, the job of any website is to be first in that search. So his PowerPoint presentation boiled down complex SEO and Social Media topics so that attendees of all social media aptitudes could learn just how.
Integrating Search and Social Media highlights
- Spun or garbage content or cheap tricks to build brand and rank is not the best way to go
- Devote the right amount of space to anchor text, key phrases, brand names, and domains
- Avoid bad link-building and backlinking practices, e.g. low-cost or paid-for tactics
- Emphasize users in your web content, because they are central to the Google algorithm
- Make sure your brand lends itself to your audience (and if it doesn’t, ask yourself what it will take to get there)
- Provide diverse, quality content
- Title tags play a big role
- Meta description influences click-through rate
Quoting Google Search Quality Group expert Matt Cutts throughout the talk, Enge explained that Google algorithm finds quality, diverse results help solve problems for users.
Enge discussed the impact of Google’s Panda algorithm update, ushered in on Feb. 23, 2011, and the impact of Penguin, which came to the fore April 24, 2012. He discussed the viability of SEO, Social, PR and Real Content integrated together for a masterful integrative marketing plan.
You can build a huge audience even if you’re a small brand, according to Enge, who said 48.8% of the population uses Google+ (that’s 150 million US users) and Google+ creates community circles. But he warned against trying to get too much out of driving FB “likes” and Google+ “+1’s” since these don’t specifically address which part of your content is working. Likes, +1’s and shares aren’t visible to Google. Tweeted links, for example, can help Google discover content faster than Facebook and Google+.
NIM attendees learned how large a role Title Tags play, how Meta Description can influence click-through rate (CTR), and more specifically, how Bing uses CTR.
“Saying SEO is dead is like saying you 85-year-old grandmother can configure your web server,” Enge explained.
In addition to good content that is user-focused, Enge provided an example of how one guest posting propelled one site from 0 to 100,000 customers using an integrated approach.
In the hierarchy of social media effort, the 1-on-1 meeting is at the top (takes the most effort), then the meeting, then meetups, then blogging, then LinkedIn, Twitter, then Facebook. The bottom line? Make the effort to meet with actual people to build real communities, and that will fuel social media activity that builds your reputation, since that’s what people (users) value most.
Thanks to Eric Enge for speaking in Newport; you can visit his website at www.stonetemple.com, follow him on Twitter @stonetemple, or add him to your Google+: +Eric Enge.
We hope you’ll join us for our next event September 27 featuring photographer Ed King, who will share his Google+ insights.