Goldladder SEO Presentation
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Matt Davidson, co founder at Goldladder, presents a guide for SEO in 2011, for both traditional and new social media search methods.
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Goldladder SEO Presentation
- 1. Optimising Blogs, Websites And Social Media For SearchMatt DavidsonGoldladder Ltd
- 2. OptimisingBlogs, Websites And Social Media ForSearchGoldladder Ltd:Started in 2001, Incorporated in 2004
- 3. Always based in Exeter.
- 4. 1st year at Innovation centre, 2nd room!
- 5. Pure search from the outset
- 7. Team of 5. Dedicated client relationship managers at Google
- 8. Clients include Financial times, Lloyd’s of London, Axa and Elsevier.OptimisingBlogs, Websites And Social Media ForSearchThen:First ‘’true’’ search engines: Google, Inktomi, Alta Vista and Yahoo.
- 9. Simple architecture/ meta data.
- 10. Search marketing platforms from Overture and Espotting
- 12. Platforms: Desktop search. Pre-broadband!OptimisingBlogs, Websites And Social Media ForSearchNow:Search Engines: Google, Bing, Facebook and Twitter, plus location/mobile.
- 13. Search marketing platforms Adwords, Yahoo & Facebook
- 15. Platforms: desktop, mobile and tablet. OptimisingBlogs, Websites And Social Media ForSearchWhat Is SEO?Search Engine Optimisation is the process of improving visibility during a search based activity, by focussing information and signals.
- 16. OptimisingBlogs, Websites And Social Media ForSearchVisability:Ranking
- 17. Reach
- 18. Rating
- 19. Following
- 20. Trust
- 21. Authority
- 22. POIOptimisingBlogs, Websites And Social Media ForSearchSearch based activity:Keyword
- 25. Forum question
- 28. Directory search
- 29. News or feed request
- 30. Online journey OptimisingBlogs, Websites And Social Media ForSearchInformation:Website structure
- 31. Blog post / web page
- 32. Profile
- 33. PR / White paper
- 35. Blog comments
- 37. Ad network
- 38. Product / service types
- 39. Map and directory entriesOptimisingBlogs, Websites And Social Media ForSearchSignals:Link quality
- 40. Link relevancy
- 41. Structural order / importance
- 42. Popularity
- 44. Likes / votes / sharing
- 45. Citations
- 46. Trending
- 47. Semantic informationOptimisingBlogs, Websites And Social Media ForSearchYour online visibility is based around a network. People and search engines see this network and form an impression of you.
- 48. OptimisingBlogs, Websites And Social Media ForSearch1. Research
- 49. OptimisingBlogs, Websites And Social Media ForSearchGoogle ResearchGoogle: ‘external keyword tool’Use negative filters
- 50. Tick ‘’only show...’’ box
- 51. Select location/ local searches
- 53. OptimisingBlogs, Websites And Social Media ForSearchFacebook ResearchFacebook.com/ads/createShows size of potential audience
- 54. Can target users of other pages, events, groups or apps
- 55. Based on likes and interests
- 56. Further demographicsFacebook.com/searchUse ‘’show posts by everyone’’ for realtime global dataOptimisingBlogs, Websites And Social Media ForSearchLocal ResearchWhitespark.ca/tools/local-citation-finderShows local search algorithm influences
- 57. Use to optimise for any search pages that produce local/map results
- 58. Also use external KW tool
- 59. And google searches set to locationOptimisingBlogs, Websites And Social Media ForSearchTwitter ResearchSearch.twitter.com/advancedLocality: use ‘near:’
- 60. Search for or
- 61. Find people who need advice or services in your area
- 62. Look at messages to a large company from local people and offer your solution insteadHashtags.orgTweetbeep.com
- 63. OptimisingBlogs, Websites And Social Media ForSearch2. Create
- 64. OptimisingBlogs, Websites And Social Media ForSearchBasic SEO #1: StructureContent silo approach
- 65. Quantity no longer a factor
- 66. ‘’silo’’ navigation and linking
- 67. Inject rotating content into pages
- 68. Keep it simple and logical
- 69. Call to actions on each pageOptimisingBlogs, Websites And Social Media ForSearchBasic SEO #2: URL Formationwww.armandos.com
- 73. www.armandos.com
- 77. OptimisingBlogs, Websites And Social Media ForSearchTitle:Should not exceed 72 characters, at least 4 words. Include the keyword phrase in the title toward the beginningDescription: The first and/ or meta description165 characters, include the keyword toward the beginning.Body: At least 300 words. Each keyword should not represent more than 5.5% of the total words on the page. Including some content in a bulleted list is a good idea.Basic SEO #3: Content
- 78. OptimisingBlogs, Websites And Social Media ForSearchBasic SEO#4: ToolsUse a good, open source CMS:Wordpress, Drupal, ModXUse a fast server, UK Based with good IP address
- 79. Look at HTML 5 in place of flash or Java/ pop-ups.
- 80. Use Google Webmaster Tools and Analytics
- 81. Use 301 redirects if content is moved or site design is new.
- 82. Be nice, no tricks!OptimisingBlogs, Websites And Social Media ForSearchBlog Guideline 1: Your BlogCategories Design clear keyword rich categories to link to your web page structure – or make the categories your web page structure! Permanent URL Ensure it is keyword rich and accurately reflecting post titleTags Do not over tag! 10 – 15 at most.Post footers: Include your commercial information here, leave the blog post to offer the value
- 83. OptimisingBlogs, Websites And Social Media ForSearchBlog Guideline 2: Their blogsConstructive commenting - gives you authority - link opportunities - social participationExamine their posts and comments first - allows you to get a ‘feel’ for the audiencePromote your comments Tweeting about your comments and promoting other people’s blogs is cooler than pushing your own stuffSEO Value Huge SEO value in your name and brand appearing across industry / interest related sites
- 84. OptimisingBlogs, Websites And Social Media ForSearchBlog Guideline 3: News & PRURL’s must: - be permanent - contain a 3-digit number - avoid date inclusion - RSS helpsMultiple Authors To differentiate your blog as a ‘news’ sourceCorrect length Press releases that are too short (150 words) or too long (500 words) will not be includedPictures Are used in the Google News search results.
- 85. OptimisingBlogs, Websites And Social Media ForSearchFacebook Optimisation:Open Graph The Open Graph protocol enables any web page to become a rich object in a social graph. When a user ‘likes’ your web page, then OG information about the site, page, post, and picture ensures correct rendering within facebook. This leads to a higher ‘viral’ spread factor. Information about your page/ object is also stored appropriately in the facebook database, optimised for any search based activity or automated recommendation
- 86. OptimisingBlogs, Websites And Social Media ForSearchFacebook Optimisation:Open Graph Example:og:title = "The Rock"og:type = "movie"og:url = "http://www.imdb.com/title/tt0117500"og:image = "http://ia.media-imdb.com/rock.jpg"og:site_name = "IMDb"
- 87. OptimisingBlogs, Websites And Social Media ForSearchFacebook Optimisation:Open Graph Object Types:
- 88. OptimisingBlogs, Websites And Social Media ForSearchFacebook Optimisation:Open Graph Implementation:1. Research facebook interests2. Add OG metadata to your site/page3. Add ‘like’ button4. ‘’Push’’ into facebook by ‘liking’
- 89. OptimisingBlogs, Websites And Social Media ForSearch3. PPC Networks
- 90. OptimisingBlogs, Websites And Social Media ForSearchBenefits of Ads:Gain early tractionResearch tool‘long tail’ KW marketingActs as a ‘signal’Platform / location targetingGood source of ROI when optimised
- 91. OptimisingBlogs, Websites And Social Media ForSearchMain PPC Platforms:Google AdwordsMSN AdcenterFacebookLinkedInBaidu
- 92. OptimisingBlogs, Websites And Social Media ForSearchPPC Basics #1:Find the right peopleStandard Google KW settings can trigger unwanted ad displays (broad-match)
- 93. Use ‘search string’ reports to understand actual phrases people use
- 94. Add negatives or set to exact match
- 95. 1 ad per 5 – 10 keywords
- 96. Be specific in your ad
- 97. Exclude unwanted locations/ timesOptimisingBlogs, Websites And Social Media ForSearchPPC Basics #2:Pay less per clickQuality score is awarded to better performing ads
- 98. You can pay less per click than a higher – positioned competitor
- 99. Ensure relevancy in keyword, ad and landing page
- 100. A/B test ads continuously
- 101. Segment different keywords into campaigns with set daily budgetsOptimisingBlogs, Websites And Social Media ForSearchNew PPC Ideas #1:Mobile TargetingTarget Ipad, Iphone, Android & Mobile
- 102. Geo-target ad delivery for location an map inclusions
- 103. Ads on mobile sites in a given area can be triggered.
- 104. Use click-to-call, no website required
- 105. Click-to-app, Itunes and Android Markets
- 106. Adwords stats will show performance for various platformsOptimisingBlogs, Websites And Social Media ForSearchNew PPC Ideas #2:hunting lost conversions!Install tracking code on your site and conversion pages
- 107. Build a cookie-identified audience of any visitor that starts conversion process but does not complete
- 108. Target ads across display network to this visitor
- 109. Set delivery frequency/ cookie length
- 110. Delay ad trigger for subscription reminders etc.OptimisingBlogs, Websites And Social Media ForSearch4. Measure and improve
- 111. OptimisingBlogs, Websites And Social Media ForSearchMultichannel MarketingOrganic searchPPCTwitterFacebookEmail linkDirect visitorApp userReferring websiteEvent / ShowDirect Mail
- 112. OptimisingBlogs, Websites And Social Media ForSearchConversionsOnline enquiry formPhone callApp/file downlowdPurchaseSubscriptionEmailShop / event visitBookingSite visitors/ Ad servings
- 113. OptimisingBlogs, Websites And Social Media ForSearchAnalytics: ToolsGoogle Analytics
- 114. Google Urchin (server based)
- 115. PPC Conversion Code
- 116. Alterian SM2 / Radian6
- 117. Facebook insights
- 118. Google Alerts / Tweetbeep
- 119. Weblogs
- 121. Ask visitors!OptimisingBlogs, Websites And Social Media ForSearchAnalytics: Google Analytics SetupCorrectly install code - Subdomains - Checkout pages - EventsSet up filters for internal traffic
- 122. Create multistep funnels and goals
- 124. Tie in Adwords accounts
- 125. UTM Tagging
- 126. Compile master email reportOptimisingBlogs, Websites And Social Media ForSearchAnalytics: Goldladder Call Tracking‘’pool’’ telephone number is assigned per web session
- 127. Incoming source is tied to web session
- 128. If number called, stats are injected into analytics
- 129. Subsequent page visit/ actions recorded
- 130. Call audio can be recorded/ savedOptimisingBlogs, Websites And Social Media ForSearchThanks for listening!Goldladder.co.ukInnovations centre, phase 2 floor 1info@goldladder.co.uk01392 275554@goldladder