Did you miss the SLC Mozcation in June 2011? Don’t worry, we’ve got everything you need from the SLC Mozcation right here: presenters, powerpoint slides, local SEO news and more!
To start off, they talked a little bit about a new internet marketing organization that’s getting its start here in Utah: SLCSEM.org. Currently, the website is just a survey for potential members, but it’s a promising venture. If you’re an SEO professional in Utah, head on over and take the survey! You can also follow developments in the organization on Twitter @SEOSEM.
The first presenter was Chris Bennett from the local SEO and web design company 97th Floor. We’ve embedded his slides here.
Takeaway points from Chris’s presentation are as follows:
- Be careful not to over-optimize anchor text – Google’s cracking down on artificial link profiles, especially with the advent of Panda.
- Panda hurt you if you linked to poor content. It’s not just an individual thing, if sites in your link portfolio were harmed, so were you.
- Viral Content – Infographics and StumbleUpon are your best friends for quick, viral wins.
- Convert articles and posts that performed well into an infographic.
- Build a contact list from existing backlinkers for your new content; if they linked to you once, they’ll probably do it again.
- Ask your existing backlinkers and social connections for referrals: Do you know anyone that would be interested in this stuff?
- Know Your Audience – Who, What, Where, When
- Why – Social Indicators, Unique & Natural Links, High Exposure
- Don’t rely on exposure through massive social networks; form your own networks with people you know that will promote your content
- “Submitting to Digg, Stumbleupon, Facebook, and Twitter is not a promotion strategy.” -Wil Reynolds
- Facebook is the king of social sharing, but StumbleUpon is quickly catching up.
- Key Ingredients to viral content: Compelling title, Skimmability, Supporting images and/or video, Awesome adjectives = WIN!
- Create great infographics for viral content; you need both INFO and GRAPHICS.
- “Data earns links; opinions…not so much.” -Rand Fishkin
- Trade social signals (FB shares, Tweets, etc) for a link from a high-authority site. Give them your awesome infographics for a juicy link/exposure/branding/embed codes!
- As with everything in SEO, test theories and practices constantly.
Finally, Rand Fishkin of SEOmoz.org graced the stage and delivered a stunning presentation on the rising importance of social signals in SEO. Here are his slides and a few takeaway points, though you really did have to be there to get the full effect.
- Social is not a replacement for search, it is a supplement.
- Leverage your social presence to improve your search rankings; Google is beginning to use social signals as ranking influences (Social Search, +1, Facebook shares, Tweets, etc)
- Beyond raw quantity, Google is calculating Author Authority and giving more weight in searches to pages/sites shared by high-authority social personas.
- Google gets Facebook data through Quora! Social is crawled deeper than we know.
- Your social network biases search results for you and for people in your network.
- Build a personal network of 40-50 people with similar interests that you can email stuff out to. Agree to cross-promote. Not talking Digg upvote cabals, but a tight network of like-minded professionals that will help cross-promote.
- Look for social promoters based on their authority (FollowerWonk, profiles.google.com, LinkedIn, etc)
- Social sharing can be optimized just like websites through social analytics tools like Bit.ly.
- Build your credibility; subscribe to the hot content aggregators in your niche and retitle and reshare their content. If it’s working for them, it’ll work for you.
- Treat on-site sharing buttons like conversion buttons. Optimize them like you would a Buy Button!
- Combine with others and conquer; even if you’re assisting a few of your competitors, the cross-promotion will beat out everyone else.
Last, but not least, Cyrus Shepherd, the VP of Product at SEOmoz.org, got up and delivered a presentation on the benefits of SEOmoz Pro. He also touted a lot of the free services that SEOmoz offers, including Linkscape and the Free API. Look for a tutorial on how to integrate the SEOmoz API into a Google Docs spreadsheet soon. Take a look at how to make a basic rank checker with Google Docs to slake your data-craving lust.