SEO for Universal Search

by Fionn Downhill on Aug 22, 2009

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Learn how to optimize and distribute your digital assets for success in universal search. Learn tips on how to create those assets in a cost effective way.

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Learn how to optimize and distribute your digital assets for success in universal search. Learn tips on how to create those assets in a cost effective way.

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SEO for Universal Search — Presentation Transcript

Search Engine Optimization for Universal Search
Has it all changed, what still works, what doesn't?
Fionn Downhill | CEO
Elixir Interactive
5425 E. Bell Road, Suite 145,
Scottsdale AZ 85254
602.494.6326
866.734.9650
fionn@elixirinteractive.com

So has it all changed?

NO
Great content
Great Links
Follow the rules. It’s Google’s search engine they are entitled to make their own rules
PPC is still an auction based model
Experience still counts more than anything

So what has changed?

More content to optimize
More opportunity for integration
PPC is more expensive requires more expertise and skill
Marketers are much smarter about search
Local Search and Geo searches in Google
It’s not about traffic and clicks anymore its about SALES!!
Analytics is much more important in setting strategy

How to be #1 in Google
No one knows for sure – except Google
Based on our experience, this is what we “think”:
Accessibility of the site
Site structure
Relevancy of the content to the search
The popularity of the content - as measured by links
User actions – click-through rate
Links, Links, Links, did I say links?
And it’s all about to change

Integrated results
Increased relevancy

Universal Search

History-driven results
Ability to customize
Personal Search

Results based on surfing history
“Voting” functionality to customize results

Search Engine Optimization

On-Site
Improvements

Best Practices
What makes a page successful

HTML Title Tag

Most important optimization element
First thing users see
Should be unique for each page

Meta Description

Provides search engines with context
Used in results page listings
Should be unique for each page

Meta Keywords

Mostly deprecated tag
No more than 3 per page

Header Tag - <H1>

Reinforces theme of page
Provides additional context
Use keyword variations here

ALT Text

Be descriptive and accurate of the image
Do not keyword stuff
Assists visually impaired users
Can provide additional context to the spiders

Copy

Be concise and use proper grammar/spelling
Break up large chunks with lists
“Sprinkle” targeted keywords – no stuffing
Incorporate relevant links

Keyword Research
A How-to Guide

The Best Place to Start is...
…your own backyard

The Next Best Place is…

Some Other Ideas…
Social Networks and Blogs
Online discussion groups/forums
Keyword Research tools

Where does social fit in the mix?

So, what is social media?
It’s technology that facilitates the sharing of thoughts, ideas, discoveries and experiences with others.

Variety of formats
CONTENT
RSS
Forward to friend
Share to social/Bookmark

Where are your customers

The Top Social and Content Strategies

Multiple Assets

Blogs
Forums
RSS Feeds
Social Bookmarking and Tagging
Press Releases
Photo Directories/Images
Social Media Sites
Videos
Podcasts
Article Marketing
E-Zines, Newsletters
White Papers
Wikipedia

Twitter

Facebook

Linked In

You Tube

What about those digital assets

So, what’s a
digital asset?

articles blogs podcasts profiles press imagesvideo

Optimize the assets

Video Optimization

Encode multiple formats
Reduce clip size to < 5 minutes
Brand pre and post-roll
Use relevant keywords
Add “catchy” title
Craft a well-written description
Add relevant keyword “tags”
Geo-tag
Annotate and link
Tubemogul is your new best friend
YouTube and video marketing – An hour a day-

By Greg Jarboe

Tube Mogul

You Tube

Flip tip – Make your own
Available at Best Buy (approx $130)

Book tip
Available at Amazon.com

Image Optimization

Add “tags”
Group into themes
Provide detailed description
Geo-tag
Add “tooltips”
Link back to website
Make “publicly” viewable
Post as many images as possible

Flickr

Audio Optimization

Encode ID3 tag
Create MP3 and iTunes versions
Add pre/post brand message

Podcast Alley

PR Optimization

Incorporate relevant keywords
Link back to site
Distribute via PRWeb
Post to Digg/Del.icio.us
Post link on blog
“Tweet” and email

PR Web

MONITORING
PERFORMANCE

Some Common KPI

# views
# comments
# friends/followers
Sentiment
Average rating
Traffic/Leads/Sales from….

Final Tip!!!!

Link to your newly created assets to ensure your rank in Universal search results

Good Luck!

Thank You
Fionn Downhill – CEO
Elixir Interactive
5425 East Bell Road, Ste 143
Scottsdale, AZ 85254
www.elxirinteractive.com
602 494 6326 Ext 220
866 734 9650
Twiiter: @fionnd
Linked In: Fionn Downhill
Blog:www.fionndownhill.com
See my presentations at Slideshare
http://www.slideshare.net/Fdhill

SEO for Universal Search

by Fionn Downhill on Aug 22, 2009

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SEO for Universal Search — Presentation Transcript