Being Optimally Social – How Not Talking about Your Product Can Bring Huge Rewards

Rand Fishkin (SEOmoz), Stephan Spencer (The Art of SEO)
Social Media Marketing
Location: 2005 Level:
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Search engines like Google have built their business around serving the searching public. When push comes to shove, serving their searching customer always wins.

When thinking about social media, the value equation for search engines is quite large…they value social content because it comes from their community of peers, not someone trying to sell something. Savvy marketers understand that it’s always better to have someone else talk about you then talking about yourself…thus social media marketing is now a primary channel for marketing online. Leveraging social media correctly and naturally wins awareness, links, and new-to-file customers.

These two co-authors of O’Reilly’s “The Art of SEO" will go beyond friending, following, digging and tweeting to discuss clever and novel ways to leverage social media, communities, and and user-generated content that your organization is likely not doing.

Photo of Rand Fishkin

Rand Fishkin


Rand Fishkin is the CEO & Co-Founder of the web's most popular SEO Software provider; SEOmoz. He co-authored the Art of SEO from O'Reilly Media and was named on the 40 Under 40 List and 30 Best Young Tech Entrepreneurs Under 30. Rand has been written about in The Seattle Times, Newsweek and PC World among others and keynoted conferences on search around the world. He's particularly passionate about the SEOmoz blog, read by tens of thousands of search professionals each day. In his minuscule spare time, Rand enjoys the company of his amazing wife, whose serendipitous travel blog chronicles their journeys.

Photo of Stephan Spencer

Stephan Spencer

The Art of SEO

Stephan Spencer is VP of SEO Strategies at Covario, an industry leader in paid and organic search software and services for Fortune 500 companies. Covario recently acquired Netconcepts, the company that Stephan founded in 1995. The combined company has nearly 100 customers in key industries such as high tech, financial services, ecommerce, retail, consumer electronics, media, life sciences, and consumer packaged goods.

Stephan is the inventor of the automated pay-for-performance natural search technology platform GravityStream, now re-branded as Organic Search Optimizer, which powers the natural search channel for online retailers such as Cabela’s, Northern Tool, Campmor and Woolrich.

In addition, Stephan is an author of The Art of SEO, published in October 2009 by O’Reilly and co-authored by Eric Enge, Rand Fishkin and Jessie Stricchiola. He is a Senior Contributor to Practical Ecommerce and to, a monthly columnist on Search Engine Land, and a regular contributor to Multichannel Merchant magazine. He’s also contributed to DM News, Catalog Age, Catalog Success, Building Online Business, Unlimited, and NZ Marketing magazine, among others.

Stephan is a frequent conference speaker on SEO and other online marketing topics for the Direct Marketing Association (DMA), American Marketing Association (AMA),, Internet Retailer, SMX, IncisiveMedia (Search Engine Strategies), O’Reilly/TechWeb, PubCon, ECMOD, IQPC and IIR. His hundreds of speaking gigs have taken him around the globe – everywhere from Berlin, London, Toronto, Santiago, and Auckland, to New York, Chicago, San Francisco, Los Angeles, and places in between.

Stephan is an avid blogger. He blogs primarily on his own blog – Stephan Spencer’s Scatterings. But his posts can also be found on Searchlight (part of the CNET Blog Network), Blog, Natural Search Blog,, MarketingProfs Daily Fix, Changes for Good, and Google, I Suggest….

He holds an M.S. in Biochemistry from the University of Wisconsin-Madison.

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