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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 Personalized and universal search optimization at pubcon 2012 Presentation Transcript

    • By: Aaron Friedman SEO Manager, SPARKUniversal and PersonalSearch Optimization @aaronfriedman
    • 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
    • Barriers of Personalized Search How do I get my How do I reach a information to larger Audience? show up? @aaronfriedman
    • 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
    • Could Have The Except MaybeLargest Network Adorableness! Ever But Without Good Content, You’re Not Worth Much @aaronfriedman
    • Some Tips @aaronfriedman
    • Be Creative @aaronfriedman
    • Quality Create Unique Content @aaronfriedman
    • Don’t Use Generic Images… @aaronfriedman
    • BeImaginative...… but stillidentify withyour brand @aaronfriedman
    • Don’tNeglect yournetworks Leverage them Understand interests them @aaronfriedman
    • Be Useful and Helpful @aaronfriedman
    • Ready to improve Quality of Your Content? @aaronfriedman
    • Lets Talk @aaronfriedman
    • Twitter Long Tail Tactics Suggestion To Twitter CardsImprove Quality “Force Tweet” Code @aaronfriedman
    • Twitter and The Long Tail @aaronfriedman
    • 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
    • Step 1:IdentifyKeywordsUnderstanding what long tail queries are driving people to your site @aaronfriedman
    • Step 2:Look AtSocialData @aaronfriedman
    • 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
    • Is Google Special Or Something? Try Open Graph Optimization @aaronfriedman
    • 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
    • It Makes Posts Look Bad No Image Not Utilizing Character lengths Non informative Description @aaronfriedman
    • Tweet What You Want! You Are in ControlBE ALL THE THING!!! @aaronfriedman
    • TwitterIntentTweet @aaronfriedman
    • 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
    • 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
    • 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
    • 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
    • But The Future Will Be DifferentEngines are more social @aaronfriedman
    • Entity Search Rises @aaronfriedman http://blogs.smithsonianmag.com/smartnews/fil es/2012/07/batman_jinx.jpg
    • Google SERPsToday Entities Are Everywhere @aaronfriedman
    • SERPSAre Also More SocialThan Ever @aaronfriedman
    • Might Even Say Going Through A Transformation @aaronfriedman
    • Engines are creating something separate from their text index thatconsists of entities and attributes… @aaronfriedman
    • Its About Understanding Concepts/ Trends Through Words @aaronfriedman
    • Verbs Action Attribution Frictionless Sharing https://developers.google.com/+/api/latest/activities http://ogp.me/ @aaronfriedman
    • Be Relevant For What You Want To Be Known For @aaronfriedman
    • Its alreadyhappening on Bing Become one of these people. They are the experts. @aaronfriedman
    • 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
    • Interest Graphs Already Exist See: peerindex, klout, mentionmapp, mirror.me @aaronfriedman
    • So What Do I Do With This Info? http://robot6.comicbookresources.com/wp-content/uploads/2012/08/kids.jpg @aaronfriedman
    • 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
    • Aaron FriedmanSEO Manager at www.digitalhighrise.com aaron.friedman@sparksmg.com @aaronfriedman + @aaronfriedman
    • 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