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Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
Personalized and universal search optimization at pubcon 2012
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Personalized and universal search optimization at pubcon 2012

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  • 1. By: Aaron Friedman SEO Manager, SPARKUniversal and PersonalSearch Optimization @aaronfriedman
  • 2. I. Part 1 - Current Issue in Personalized SearchAGENDA • Important Factors of P.S. • Tips to show up more and be relevant II. Part 2 - The Future of Personalized Search • How Entities play a role • What this means to us III. Re-cap @aaronfriedman
  • 3. Barriers of Personalized Search How do I get my How do I reach a information to larger Audience? show up? @aaronfriedman
  • 4. Can’t Reach a Large Audience Without One  facebook.com/ads/create/ • Buy ads on Facebook • It’s ok – Not the shady way Undressing The Secret Of Facebook: Paid Organic Is The New Black Grow your other networks • More Twitter Connections • More G+ Connections (and Google + is REALLY important) @aaronfriedman
  • 5. Could Have The Except MaybeLargest Network Adorableness! Ever But Without Good Content, You’re Not Worth Much @aaronfriedman
  • 6. Some Tips @aaronfriedman
  • 7. Be Creative @aaronfriedman
  • 8. Quality Create Unique Content @aaronfriedman
  • 9. Don’t Use Generic Images… @aaronfriedman
  • 10. BeImaginative...… but stillidentify withyour brand @aaronfriedman
  • 11. Don’tNeglect yournetworks Leverage them Understand interests them @aaronfriedman
  • 12. Be Useful and Helpful @aaronfriedman
  • 13. Ready to improve Quality of Your Content? @aaronfriedman
  • 14. Lets Talk @aaronfriedman
  • 15. Twitter Long Tail Tactics Suggestion To Twitter CardsImprove Quality “Force Tweet” Code @aaronfriedman
  • 16. Twitter and The Long Tail @aaronfriedman
  • 17. Twitter and The Long Tail A simple methodology on how to prioritize long tail queries using information from Twitter. http://searchengineland.com/how-to-prioritize-the-long-tail-with-twitter-118434 @aaronfriedman
  • 18. Step 1:IdentifyKeywordsUnderstanding what long tail queries are driving people to your site @aaronfriedman
  • 19. Step 2:Look AtSocialData @aaronfriedman
  • 20. Step 3 : Super relevant Have a list ofDevelop user forContent outreach Grow your network http://searchengineland.com/how-to-prioritize-the-long-tail-with- MORE INFO ON THIS METHOD  twitter-118434 @aaronfriedman
  • 21. Is Google Special Or Something? Try Open Graph Optimization @aaronfriedman
  • 22. Open Graph Optimization Sample of 300 Webpages <meta property=og:title content=‘ /> Og: Title ~ 95 Characters <meta property=og:description content=‘ /> Og: Description ~ 297 Characters <meta property=‘og:image’ content=‘ /> @aaronfriedman
  • 23. It Makes Posts Look Bad No Image Not Utilizing Character lengths Non informative Description @aaronfriedman
  • 24. Tweet What You Want! You Are in ControlBE ALL THE THING!!! @aaronfriedman
  • 25. TwitterIntentTweet @aaronfriedman
  • 26. Hand Code and Adding to Text as a Link href="https://twitter.com/intent/tweet?source=webclient&amp;text=I+tota lly+agree+with+everything+@aaronfriedman+says+http://searchenginelan d.com/7-important-digital-assets-to-optimize-for- 132001+Makes+Perfect+Sense!">tweet a message</a>+ The Key… …OR @aaronfriedman
  • 27. How Tweet Buttons Work Typically they grab: • Title Tag • Header Problem: These are underutilized 73 Characters in Header ~20 URL ~14 Twitter Handle 107 Used 33 Left @aaronfriedman
  • 28. Put This In Your Tweet Button <a href=”#” onclick=”tweetSelectedText()”><img src=”http://digitalhighrise.com/wp-content/uploads/2012/05/tweet_button.gif” border=”0″ /></a> <script type=”text/javascript” src=”http://code.jquery.com/jquery-1.7.2.min.js”></script> <script type=”text/javascript”> $().ready(function(){$(‘.tweetThis’).hide();}); function tweetSelectedText(){ var twtTitle = $(‘.tweetThis’).text() || $(‘title’).text(); var twtUrl = location.href; var maxLength = 140 – (twtUrl.length + 1); if (twtTitle.length > maxLength) { twtTitle = twtTitle.substr(0, (maxLength – 3))+’…’; } var twtLink = ‘http://twitter.com/home?status=’+encodeURIComponent(twtTitle + ‘ ‘ + twtUrl); newwindow=window.open(twtLink,’name’,height=500,width=500′); if (window.focus) {newwindow.focus()} } </script> @aaronfriedman
  • 29. Send a Better Message to Users <p class= “tweetThis”> Actions and what people do are the new SEO and Pinocchios lying big nose. </p> Pro Tip: Change the message the next day to reach people not interested the first time. http://searchengineland.com/how-to-tweet-what-you-want- because-content-matters-121748 @aaronfriedman
  • 30. But The Future Will Be DifferentEngines are more social @aaronfriedman
  • 31. Entity Search Rises @aaronfriedman http://blogs.smithsonianmag.com/smartnews/fil es/2012/07/batman_jinx.jpg
  • 32. Google SERPsToday Entities Are Everywhere @aaronfriedman
  • 33. SERPSAre Also More SocialThan Ever @aaronfriedman
  • 34. Might Even Say Going Through A Transformation @aaronfriedman
  • 35. Engines are creating something separate from their text index thatconsists of entities and attributes… @aaronfriedman
  • 36. Its About Understanding Concepts/ Trends Through Words @aaronfriedman
  • 37. Verbs Action Attribution Frictionless Sharing https://developers.google.com/+/api/latest/activities http://ogp.me/ @aaronfriedman
  • 38. Be Relevant For What You Want To Be Known For @aaronfriedman
  • 39. Its alreadyhappening on Bing Become one of these people. They are the experts. @aaronfriedman
  • 40. The Future Of Entity Search IsInterest-Based Demographics What I tell you I am interested in defines me Not Interested Love it! Social Data is Your Attributes @aaronfriedman
  • 41. Interest Graphs Already Exist See: peerindex, klout, mentionmapp, mirror.me @aaronfriedman
  • 42. So What Do I Do With This Info? http://robot6.comicbookresources.com/wp-content/uploads/2012/08/kids.jpg @aaronfriedman
  • 43. For Now Focus on Focus on Spend TimeRel=Author Quality Growing Your Content User Base• This will play a • Develop it • Don’t Build an huge role in according to Empty Following Entities what users are • They are your core Looking for • Stay Relevant to Themes @aaronfriedman
  • 44. Aaron FriedmanSEO Manager at www.digitalhighrise.com aaron.friedman@sparksmg.com @aaronfriedman + @aaronfriedman
  • 45. Image CreditsBrody Flying http://www.flickr.com/photos/794148 Kid with Dogs http://anongallery.org/img/7/8/superheroes- Hulk and Iron Man http://25.media.tumblr.com/tu kid-superman-costume.jpg 77@N00/7702379958 mblr_lgepedpI2t1qergtco1_50 0.pngBrody Sun (first image) http://www.flickr.com/photos/dougwa Kid All superheros http://cdn.uproxx.com/wp- ntsrevenge/7702379518/in/photostrea content/uploads/2011/12/cosplay-x-all-the-y- m/ superheroes-kid.png Kid with Sword http://farm5.static.flickr.com/4 073/4737223879_92e986c2f5.jKid red cape http://farm4.static.flickr.com/3100/26 Captain America on a bike http://i1.squidoocdn.com/resize/squ pg 16122980_c812febec6.jpg idoo_images/590/draft_lens197249 44module161372326photo_134636Superman fighting impossible http://www.touchbroward.org/wp- 0303aa-aa-.jpg Captain America Lying Down http://www.flickr.com/photos/ content/uploads/2012/06/superhero- 46430286@N05/4388582583/ kids.jpg 3 batmans and Robin http://4.bp.blogspot.com/-f4-- sizes/m/in/photostream/ 9bi9zkc/TooSzvAhNCI/AAAAAAAAspidermen http://www.blogcdn.com/www.parent Tyg/xAaqtP_ipgQ/s1600/batman+c Guy Looking into the sky- no http://www.flickr.com/photos/ dish.com/media/2010/06/costume- ostumes+and+robin+kids.jpg shirt cape jessoyu/4287021551/sizes/z/in guinnes-record-425ds060110.jpg /pool-423721@N20/ Turn and Transform http://www.flickr.com/photos/kchioBaby Laser eyes http://27.media.tumblr.com/tumblr_ky /7646633612/in/photostream 08l7yhhn1qb1cd3o1_400.jpg Kid Pointing http://media-cache- ec6.pinterest.com/upload/268 Super Hero Shadom Flying http://www.mymcpl.org/_uploaded 10560251855539_2mSIGakY_Kids standing http://www.thephilanthropicenterprise _resources/imagecache/blog_wide .org/wp-content/uploads/2012/04/Kid- b.jpg _thumb/young_superhero.jpg Superheroes-412x276.jpg Oval Office Heros http://d2tq98mqfjyz2l.cloudfront.net /image_cache/1346262282688149.j pg http://www.blogcdn.com/www.parentdish.com/media/2010/06/costume-guinnes-record- 425ds060110.jpg @aaronfriedman

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