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Search Marketing Theatre; Search Engine Optimisation (SEO) The Keys to Success
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Search Marketing Theatre; Search Engine Optimisation (SEO) The Keys to Success

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  • The essential first step is to identify keyp
  • Rationale for being strategic with competitor analysis.
  • Google pandaNew York Times Exposes J.C. Penney Link Scheme That Causes Plummeting Rankings in GoogleToday, the New York Times published an article about a search engine optimization investigation of  J.C. Penney. Perplexed by how well jcpenney.com did in unpaid (organic) search results for practically everything the retailer sold, they asked someone familiar with the world of search engine optimization (SEO) to look into it a bit more. The investigation found that thousands of seemingly unrelated web sites (many that seemed to contain only links) were linking to the J.C. Penney web site. And most of those links had really descriptive anchor text. It was almost like someone had arranged for all of those links in order to get better rankings in Google.The New Yorks Times presented their findings to Google. Googler Matt Cutts, head of webspam, confirmed that the tactics violated the Google webmaster guidelines and shortly after, the J.C. Penney web site was nowhere to found for the queries they had previously ranked number one for. Matt tweeted that “Google’s algorithms had started to work; manual action also taken”.
  • What is the page title, where it appears on the site and in results, also cover meta-description, + bad and good examples…
  • Explain each component quickly, not all relevant for all clients but a secondary part of the competitor analysis identifies where competitors are active… slide??
  • Its not about acquiring controlled links – for example acquiring all links from Page rank 3 or all from related sites, isn’t what would happen naturally particularly with Web 2 and user profile sites – therefore there is nothing wrong with having a random number of non relevant sites as well as relevant sites.
  • There are mixed views regarding Google+ and Search Ranking. According to Neil Patel, “Google has included +1 stats in Webmaster Tools. Through it you can see how many people have clicked “+1″ for your website and how it has impacted your search engine traffic. This shows how Google is taking Google Plus votes into account when it comes to search engine rankings. So if you can get your visitors and friends to +1 your website in the long run you may start seeing a lift in your traffic.”In addition,  you can compare the CTR of +1'd search impressions to the general clickthrough rate for all impressions. The data for all impressions and clicks matches the data on the search queries page, so you can compare your +1 traffic to your traffic from all sources.SEO Effects conducted an experiment into the SEO Effect tools called upon the readers to “plusone‟ three pages in the Google search results and to tweet their action. 72 people responded and SEO Effect monitored the impact on ranking, traffic and visibility.Based on this qualitative experiment (on a Google experiment), the following carefulconclusions are drawn. +1 markings seem to have a positive effect on the number of impressions in search results because they rank higher when the same person re-visits the same search or rank higher results in the social circle of those who marked the link. A +1 mark also has a higher visibility in a search result, which could raise the click through rate to the website.All in all, this increased visibility and CTR can raise traffic to a websites’ substantially. We measured an increase of 20% with our limited experiment. Be sure to read the tips at the end of this document about how you can add the +1 button to your website and increase +1 marks.+1 annotations seem to have a positive effect on search impressions - As you have to be logged in to see +1 in search results, there is a tendency for personalization and search history to come into play. As a result, +1'd selections tend to have a higher position when users re-visit earlier searches.Also, as would be expected and as is currently the case for 'shared on Twitter' results, +1'd results are highly visible in the social circle results which tend to appear mid way down the SERPs page.+1 annotations have a positive effect on the visibility of a search result - Users from your social circle who "+1'd this" provides another visual cue to the user which may increase clickthrough rates (CTR) on that listing. This would bear out research from Verisign and Xmarks who have also reported increased clickthroughs by overlaying trust factors into SERPs.
  • The term social media refers to the use of web-based & mobile technologies to turn communication into interactive dialogue.The logos displayed are just some of the online tools and platforms that people use to share opinions, insights, experiences, and perspectives with each other. Social Media is defined as “a group of internet based applications that build on foundations of Web2.0 that allow the creation of user generated content and facilitate info sharing over the internet”What is Web2.0? = A Web 2.0 site allows users to interact and collaborate with each other in social media
  • Social media: the online technology & methods through which people can share content, personal opinions, swap different perspectives and insights into world issues and generally discuss the evolution of media in itself. Social media website content can come in many shapes and forms:
  • Social media and SEO need to be integrated to succeed in your search engine optimization. That is the future of SEO!SEO used to be a relativity simple process; good use of keywords on the page and in the anchor text of inbound links, good content for users to read and this combined usually lead to good rankings. These factors are still important but search engines are moving to use a site’s branding, visitor behavior, and social participation to define rankings.So now you need good keywords, good linking strategy, strong brand, great behavior, and strong social participation. What it means is user engagement is the core of your SEO in the future.
  • Decide where Social Media fits for you?Identify your target communityAssess Available resource & capabilitiesVisualise – what does success or ROI look likeDetermine Today’s actionsLearn how to engage with online influencersExamine what leading companies or your competitors are already doing!...Planning strategy and rationale NOT fans, friends and followers
  • Rather than a linear 1 to 1 strategy – linking has evolved more into developing a cloud of points of presence which have some degree of interlinking through social bookmarks and RSS syndication which has the overall effect of delivery authority to your web site..This is a diagram showing one cloud, in reality ongoing link building is building a network of clouds which deliver benefit to your site but also are interlinked with the internet in general to build your authority for the target phrases. Quality unique content is created on sites, such as articles, blogs. press releases and social networks.Natural phenomenon linking is created through RSS feed syndication.All points of presence are promoted with social bookmarking (various sites shown with the small logos).End result is “cloud” with an ever increasing value that funnels value through to the target site.Point to make is that it is a network within a network. The above doesn’t look natural as implies everything goes though to the client BUT each and everyone of these sites also links to a huge number of other sites on the internet (central core....).
  • To show that it is an ongoing process.To show your cloud is not isolated from the rest of the internet, if you remember the first slide, your cloud is very much part of the internet.Blue lines represent links to other sites on the internet to hopefully visual show interconnectivity and “match” with the touchgraph at the start (nothing meant by that apart from the visual look).
  • We live in an ever increasing web savvy world and 2012 is a “New Digital Era” where people are connecting with content and brands through multiple screens such as smart phones, laptops, 3D TVs, iPads and other media tablets. Therefore businesses have the unprecedented opportunity to engage consumers at multiple touchpoints throughout their day. Although more people are researching products and services online, getting noticed by these consumers is becoming more and more difficult. Competition is fiercer than ever. Big brands have huge resources at their disposal — and they’re spending billions of dollars a year in the race to the top of the search engine results. (Google websites earned $12.1 billion in search and display ad revenues for the first six months of 2011, according to eMarketer.)If you’re a small business owner or entrepreneur, you may think you don’t have the budget or resources to go toe-to-toe with bigger competitors. You might wonder if it’s worthwhile to invest time and money in an SEO strategy when you’re a rather small fish in a seemingly big pond.Good news for small businessesSmall businesses have a distinct advantage over big brands in that they’re much more nimble. Meaning, instead of getting caught up in the red tape typical of larger, slow-moving organizations, a small business can act quickly to capitalize on new trends and position their site for success in the search engines.
  • "The Internet is still growing fast and new websites spring up all the time. The key factors in terms of Google ranking haven't changed:if sites produce great, original content that is structured well and offers users a good on-site experience, then they'll rank well."
  • Transcript

    • 1. Search Engine Optimisation (SEO) The Keys to Success What’s New for 2012 and Beyond...? Presented by: Hugh Jackson MediaCo Director Visit us at Stand E21
    • 2. Introduction - Overview SEO Strategy Development – key to success Latest Keys to Success  Some things never change – Quality content  Keys to Link Building  Brand Mentioning in Link Building  Integrating Social Media  Impact of Google+ on SERPS Summary
    • 3. Agency Insight Online Marketing Agency Delivering results since 1999… Offices in Dundee, Edinburgh & Singapore – Sales coverage: London, Midlands & Dubai Focus on strategic online marketing: – Search Engine Optimisation – Pay-Per-Click Advertising – Email Marketing – Content Copywriting / Development – Social Media Optimisation
    • 4. SEO Components
    • 5. Strategy Development – Setting the Right Objectives Research is crucial in understanding...  What results is your site currently achieving?  What key phrases should you be targeting?  Who are you online competitors?  What you can realistically achieve in short, medium & long term in terms of positions and trafficStand out from the crowd(in an ever competitive marketplace)
    • 6. Getting YOUR SEO Strategy Right – First TimeFuture SEO Success is dependant on choosing the right key phrasesIdentify search terms  Use historical intelligence  PPC - what phrases already drive traffic?  What converts on your siteOnce Research is completed conduct some Analysis…  Evaluate current status and competitiveness – quick wins
    • 7. Strategy Development – Where Are You?
    • 8. Strategy Development – Online Competition Based on your search terms  Identifies competing websites that have online visibility.  Determine coverage across all phrases.  Market intelligence of actual online competitors
    • 9. Keys to Success - Some not so new!2011 Google Algorithmic changes – a clue to the future“High Quality” Content Is King Panda was designed to filter out poor and duplicatecontent from the web. Ensure you have good quality, original and relevantcopywriting within your web pages. Use a “human-friendly” site and page structurewhich is easy to read and navigate. If you have an ecommerce site, it is important foryou to have informational content, for examplestrong product descriptions, reviews, FAQs andbuying guides. Good content is not restricted to your website!
    • 10. How the mighty can Fall......
    • 11. Keys to Success - Some not so knew!2011 Google Algorithmic changes – a clue to the futureQuality content is likely to continue to beincreasingly important to successful rankings.The Latest Google “Fresh” update is as importantas the “Panda” updates. Anticipate Google will try to refine “freshness”Content also needs to be FRESH, USEFUL and updates throughout 2012SHAREABLE.Focus on quality metrics such as usability,readability and overall usefulness.Content investment should be a key priority in2012.
    • 12. Keys to Success - On-Page ContentRemember – Google is looking to provide the searcher withthe most relevant site/page for a specific search termContent is critical – the only element search engines “read”You still need to consider  How well matched is a given page or site to the I’m sorry … but I Google Searchers entered terms? for didn’t have writing time to  Do the targeted search terms appear on your such aa write page at all and, if so, where? long letter short one …Key on-page factors that effect your natural results:  Where the keyphrases are placed on a page.  Keyphrase usage (how they are presented within the copywriting of the page).  Synonym usage and semantically related phrases.  Formatting of text (use of headers, bold…).
    • 13. Basics Still Important– On Page Content The Title Tag - HTML tags in the page code giving information about a web page. Simple and effective, tied in with on page, internal linking and offsite. Use as appropriate to capture visitors attention < 10 seconds...Body TextFor users and search engines 450 words to develop relevancy  Headings - Sub-headings Desired key phrases within  Bullets the page content  Emphasis Unique content for each page  Highlighting Contextual linking  Links
    • 14. SEO Content – Example “used taxis” Keyphrase in “Title” Tag Keyphrase in breadcrumb Keyphrase used No H1 with Keyphrase Little keyphrase usage in Page content
    • 15. Keys to success – Content Summary  Implement high quality, original , useful and relevant content.  Freshness of content to increase in importance.  Don’t copy or scrape others content.  Remember - Google wants you to put keyphrases relevant to the page in the content and title tag.  Key content should be “above the fold“. - Matt Cutts, Google, Jan 2012  Other On-page factors may rise in importance as Google continues to measure the user experience – bounce rates and user engagement. Oh and...  Your site should load quickly.
    • 16. Latest Keys to Success in Linking Social Signals - Votes External “votes”
    • 17. Picture Worth a 1000 Words All Clear?.......................
    • 18. Off Site Optimisation
    • 19. Latest keys to Effective Link Building  Developing a controlled set of search engine friendly links – NO  Obvious profile – not Natural Associate your brand with reputable websites, organisational bodies, customers and industry related sites  Develop a continual increasing in value points of presence across the web - YES  Include brand mentions  Particularly relevant for brands  Includes social signals including “no-follow”  Twitter, FriendFeed, Flickr  Increasing value (strength) of current point of presence  Link value not volume developing popularity + authority = link building
    • 20. The Impact of Google+ on SERPs?2011 saw launch of Google+ and social sharing featureGoogle+1 Google+1 is simply another social signal they take into accountSimilar to “likes” – will gradually increase relevanceSignificant over time (currently 0.5% of social networks)Set-up and optimise your Google+ Business pages Social circles
    • 21. Social Media Channels….?
    • 22. More than just Facebook, Twitter & YouTube!
    • 23. Latest Keys to Success - Integrating Social Media Social Media Interaction: “Feeds” SEO Improving:  Authority  Positions  Traffic  Click Through = Conversions! User engagement may become the core of your SEO in the future – visitor behaviour and social behaviour
    • 24. To Summarise Image used from www.athenamedia.ie
    • 25. The 3 P’s of Social Media Optimisation Develop a social signals and social authority strategy Presence, Participation & Promotion Presence: • Originate / Customise / Connect Channels Participation: • Saying the right thing in the right way in the right channel – Engagement! Promotion: • Share – Syndicate – Become “Findable”
    • 26. Many different links - Social Signals www.yoursite.co.uk
    • 27. Many different links - Social Signals
    • 28. 2012- “New Digital Era” Businesses have the OPPORTUNITY to ENGAGE with their consumers at multiple touch points throughout the day...  Create Social Noise  Unique, Quality Content in line with Google Fresh Update  Speech Search - Siri on iPhone  Mobile Search  Social, Local, Mobile…..SoLoMo Small Businesses have an advantage over Big brands – more nimble
    • 29. Back to Basics - Quality Content is the Bedrock of Links  Content syndication  Boost rankings and traffic & ROI  To get good Links you need Good Content   To promote effective Social Network / Media you need Good content   To have good SEO Content – you need right target keywords!   Good Content:  Opportunity to “say” more / create more points of entry  More opportunities to optimise / establish your site as a content authority
    • 30. Google & Content “ ..you will rank well.”
    • 31. Thank You...AnyQuestions?Presented byHugh JacksonMediaCo DirectorVisit us at Stand E21