Brighton seo.april2013
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It may have started off as a meeting between a few Brighton-based SEO managers in a room above a pub, but BrightonSEO has since become one of the most popular and respected conferences in the UK. ...

It may have started off as a meeting between a few Brighton-based SEO managers in a room above a pub, but BrightonSEO has since become one of the most popular and respected conferences in the UK. Dedicated to natural search, the most recent event held on April 12th 2013 was attended by over 2,500 people, all working within the SEO industry or with a keen interest in its principles. Each part of the day had three sessions, involving different speakers on different aspects of SEO; from content and PR to links and data.
Instead of giving you a rundown of each presentation, we’ve created quick key learnings from each of the topics covered as well as the panel session with the ‘Ex-Googlers.’

Ask the Ex-Googlers Anything – Fili Wiese (@filiber), Jonas Weber and Alfredo Pulvirenti
This strand gave the participants the inside track on everything Google. Although the panellists no longer work at Google, they were able to give a Google perspective and insight as what to expect from Google going forwards.

The key takeaways from this session were:

• Brand: It’s important to identify your brand as it’s becoming an important ranking factor for Google. It’s likely that this will increase in importance in the future.
• Link building: This is not just for SEO benefit. It should also be for your customers and traffic acquisition.
• Social signals: One of the hot topics for this year. The Ex-Googlers announced that whilst Google does recognise them, social signals are not of great value yet but will be soon. Their advice was to start using Google+, Facebook and Twitter now and you'll be ahead of the curve when the time comes.

SEO

Using structured data

On-site SEO has come a long way from the days of meta-titles and keyword stuffing. Now the buzz word is structured data; code that allows you to optimise what you want your users to see on other websites. This structured data can take many forms, the most popular being customer reviews, ratings, Twitter cards and social media connectivity, such as Facebook and Google+ connect.

By implementing structured data on your website you can optimise what you want your users to see. What happens when a user shares a page from your website on Facebook? Is it showing the correct title and image that you want others to see? Is it reflecting your brand? Optimising specific data can lead to better CTRs and better interaction with your brand. Don’t leave it up to the algorithm to serve up your data; it won’t always get it right.

Going global with SEO

Every website deals with international traffic. It’s important to understand whether you are missing a potentially valuable market. By analysing your current international traffic via an analytics package such as Google Analytics, you can see if there is the need to commit to a new international market.

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Brighton seo.april2013 Brighton seo.april2013 Document Transcript

  • Jellyfish POVKey learnings from BrightonSEOApril 16th2013
  • 2BackgroundItmayhave started offas a meeting between a fewBrighton-based SEO managers in a roomabovea pub,but BrightonSEOhas since become oneof themost popular and respectedconferences in the UK. Dedicated tonaturalsearch,themost recent event held on April 12th 2013was attended by over 2,500 people,all working within the SEO industry or with a keen interest inits principles. Each part ofthedayhad threesessions, involvingdifferentspeakers on differentaspects of SEO; from content and PR to links and data.PresentationsInstead of giving youa rundown of each presentation, we’ve created quick key learnings fromeach ofthe topics covered as well as the panelsession with the ‘Ex-Googlers.’PanelAsk the Ex-Googlers Anything – Fili Wiese (@filiber),Jonas Weberand AlfredoPulvirentiThis strand gavethe participants the inside trackon everything Google. Although thepanellistsno longer work at Google,they wereable to give a Googleperspective and insightas whattoexpect from Google going forwards.Thekey takeaways from this session were:Brand: It’s importanttoidentify your brand as it’s becomingan important ranking factorfor Google. It’s likely thatthis will increase in importance in the future.Linkbuilding: This is notjust for SEO benefit. Itshould also be for your customers andtraffic acquisition.Social signals: One ofthehot topics forthis year. The Ex-Googlers announced that whilstGoogledoes recognise them,socialsignals arenot of great value yetbut will besoon.Their advice was tostart usingGoogle+, Facebook and Twitternowand youll beahead ofthe curve when thetime comes.SEOUsing structured dataOn-siteSEO has comea long way from thedays of meta-titles and keyword stuffing.Nowthebuzz word is structured data; codethat allows youtooptimise what you want your users toseeon other websites. This structured data can takemany forms,themost popular being customerreviews, ratings,Twitter cards and socialmedia connectivity,such as Facebook and Google+connect.By implementingstructured data on your website you can optimise what you want your users tosee. Whathappens when a usershares a page from your websiteon Facebook? Is itshowing thecorrect titleand imagethat you wantothers tosee?Is it reflecting your brand? Optimisingspecific data can lead tobetter CTRs and better interaction with your brand. Don’t leave ituptothe algorithm toserve upyour data; it won’talways get it right.
  • 3Going global withSEOEvery website deals with internationaltraffic. It’s importanttounderstand whether you aremissinga potentially valuable market. By analysing your current international traffic via ananalytics packagesuch as Google Analytics, you can see if there is theneed to commit to a newinternationalmarket.Takea lookatGoogle Analytics and find outthedata in relation to your international visitors. Themost valuable pieces ofdata youneed are:Countries deliveringtraffic and conversionsInternational traffic in comparison to domestic (UK) trafficLanding pages attracting international visitorsTraffic sources from theother countriesUnderstand thelanguagedistribution in relation to your internationaltrafficIf you find that you are receivingtraffic from oneparticular country ora varietyof countries, itmay be worth lookingat making changes to your website in order toaccommodatetheseinternationalvisitors. The changes suggested were:Structurethenewarchitecturetosuit yoursituationccTLD, subdomains,subdirectories each with pros & consEnable country targeting within GWTLocalserverhosting, country IPLocal content for that internationalmarketRel=alternatehreflangmark-upPromote your site within internationallocal communitiesThe ever changing world ofSEOThedefinition ofSEO has changed over the last few years. It used tobe justabout optimising awebsitesothat it ranked higher in search engines.Nowadays, SEO encompasses so much more.Have a thinkabout what thenext thingGoogle willstart to penalise – could it bebloggeroutreach?Create great content,create relevant linksCreating contentMaking the leapto produce bigger content to gain bigger rewards could be worth the increasedrisk.Producingguest posts and smaller content will return small but consistent results but ifyou’retryingto compete with bigname brands offering similarservices then youmightstruggle.It’s worth takinga gamble byproducingbigger pieces of content,such as step-by-step guidesand videos. This could potentially transform the waythat content is produced, with more focuson qualityoverquantity. View slide
  • 4Great content: The new link-buildingAfter Googlealgorithm updates,such as Panda and Penguin, SEOs haveto relyon othermorerelevant ways to obtain links and get trafficto websites.In ordertoobtain relevant links, youneed to lookatyour contentstrategy. When publishingnewcontent, it’s advised that youtake the followingsteps to ensure that you create and sharecontent thathas the maximum relevancy.Start bythinking about what content youshould or could be writing, then writea listof thenewssources that you want to target. Launch the contenton your own websiteand publish it usingyoursocial channels. Then rewrite it for your targetwebsite and get it published by them.We’re always chasingGoogle; as SEOs we want to know whatGoogle willbedoingnext. Incontrast,Googleare tailoring their processes around theuser and what would make life easier forthe user. Wouldn’t it makesenseto cut outthemiddle man? Whydon’t westart making contentthat theuser wants, instead of doingthings that wethink Google wants us to do?Link-buildingWe’vediscussed the importanceofhaving great content, possibly big contentsuch as step-by-step guides or videos. Thenext stepis to get links toyour greatpieceof contentor to writesimilarcontent for another website (along with a link back to your website). In order todo this, you’llneed topitch to webmasters, editors and journalists.The crowd at BrightonSEO were lucky enough tohave a television producer, givingtips and adviceon how to pitch to journalists.Journalists are interested in stories that will compete with othernews channels and areimpactful. Before you approach a journalist,makesure youhavetheanswers tothe followingquestions:NewsbrainstormShortlist targetwebsitesLaunchcontentUse quoteSocialRewritePublish ontargetwebsites View slide
  • 5Which story to target?Why?Wheredoes your storyhit the real world?What impactdoes ithaveon real people?Thebestnews story is about real people,so makesure you illustrate your story with real people.What are the seven secret weaponsfor content success?Content success is about delivering a storythat relates tothe real world in the first instance.Findstories that are relativeto current themes; your client’s story is secondary. Structure all assets soyou aremaking iteasy for contenttobeshared. Ask for the link.When thinkingabouta contentstrategy, thinkabouttheseseven secret weapons and you’llbe onyour way to success:Finding content ideasScaling contentideasPreparing for outreachOutreach techniquesGiving the right presentsBuilding relationshipsToolsUse trends maps to find outabouthot topics that peopleare interested in readingand sharingonsocialplatforms. Before contacting journalists toask them to cover yourstory,make sure youtake timeto read thetargeted website to see whattheyare linking to.Makesureyou also dosome research aboutthe person you wantto contact. When you contactbig publishers don’taskfor a linkstraight away, firstmakesure thattheyareinterested in publishing your story. Oncethecontent is published you’ll be abletoeasily askthe publishertoaccredit you with a linktoyourwebsite.Summary and next stepsIf you’d likemore information on anyof these subjects, do get in touch; we’d behappy tohelp.And in themeantime, allour POVs are availableto view and download from here:http://www.slideshare.net/JellyfishOnlineMarketing