Tom Critchlow - Universal Search Optimisation

Universal Search A4uexpo Europe, Munch 2010 Tom Critchlow

Tom Critchlow Head of Search Marketing, Distilled > tom.critchlow@distilled.co.uk > twitter.com/TomCritchlow > www.distilled.co.uk > www.distilledconsulting.com Tom is a search geek, ninja poet, poker playing, maths loving, data geek. He’s responsible for all search marketing at Distilled.

Universal Search Bingo

Google Local

Why Do You Care About Local?

Who’s (Ranking Factors) Is Bigger? David Mihm’s Rand Fishkin’s Local Ranking Factors SEOmoz Search Ranking Factors

5 Major Factors  Verified Listing  Number of Reviews  Citations  Distance to Centre  Categories

Verified Listings: Manually Claimed Manually uploaded and verified listing

Verified Listings: Bulk Whitelist The Bulk Upload Whitelist

A Note On Data Avoid the Following:  Capitalisation (e.g. UNESCO or NATO)  Odd Phone Number Formatting  URLs in the description field.com

Reviews Quantity not Quality: Number of Reviews is more Important than Rating

Citations Mentions of your brand Citations Links

Citation Example 1 http://www.seomoz.org/marketplace/companies/view/23

Citations: How To Get Them (1)

Citations: How To Get Them (2) “More Web Pages”

Citations: How To Get Them (3) Voila, one goldmine list of competitor citations!

Distance To Centre  Google says it doesn’t matter.  It does matter.  Let’s move on!

Categories  Can add up to 5  Use keywords (custom values allowed)  Analyse Competitors

Free Data. Mmmmm Data.... http://www.distilled.co.uk/blog/seo/google-local-research-data-released-for- free/

For Affiliates Claim unclaimed local listings for places you have data on (warning – a little shady!) Or, get listed as a trusted data provider.

User Maps = Opportunity

Further Reading http://www.distilled.co.uk/blog/seo/google-local-research-data- released-for-free/ http://searchengineland.com/google-custom-maps-a-goldmine-for- local-businesses-27535 http://www.davidmihm.com/local-search-ranking-factors.shtml http://www.davidmihm.com/blog/general-marketing/local-seo- citation-is-new-link/ http://maps.google.com/support/bin/request.py?contact_type=feed s_verify http://blumenthals.com/blog/2008/08/04/ranking-factors-in-google- maps-cracking-the-code-smx-local/

Google Shopping

Major Factors • Data freshness • Data quality • Reviews http://www.seomoz.org/blog/how-to-rank-well- in-google-products-search-a-big-list-of-places- to-get-reviews

Google Images

Basic Factors • Filename • Alt text • Text around image • Page, not image • Buzz words

XML Sitemaps

Linkbuilding With Images

Image Resources • http://googlewebmastercentral.blogspot.com/20 10/04/adding-images-to-your-sitemaps.html • http://wiep.net/talk/link-building/linkbuilding-with-images/ • http://www.seosmarty.com/image-seo/ • http://www.flickr.com/photos/willgame/502296 47/sizes/m/ • http://www.flickr.com/photos/alreadytaken/25 04312455/sizes/m/ • http://www.flickr.com/photos/tommyhj/146234 325/sizes/m/

Metadata FTW!

The Long Tail of Video Search “Once [a video] gets to about 5,000 views, it will start surfacing in search and related videos. Of YouTube’s more than 1 billion playbacks per day, Walk said, half of them are from content uploaded more than six months ago.”

Don’t Forget About The Rest

Conversions FTW Vzaar let’s you integrate with Mailchimp to embed email capture within your video. FTW!

Video Resources • http://vzaar.com/features/mailchimp_integratio n • http://newteevee.com/2010/05/12/half-of- youtubes-traffic-comes-from-old-videos/ • https://ads.youtube.com/keyword_tool • http://www.seomoz.org/blog/creating-online- video-strategy • http://www.tubemogul.com • We heart adobe image credit: http://twitter.com/issaco

Google News

News Tips • Get in using a news sitemap • Publish fast, index fast • Publish unique facts

Use 3 rd Party Sites Sites like PR Web are included in Google News so if you publish a press release with them you can stand a chance of ranking in Google News with that article:

News Resources • http://www.webpronews.com/topnews/2009/0 9/02/google-news-seo-tips-ranking-in-news- search • http://www.brentdpayne.com/presentations/

Data Quality FTW

Thanks!

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Tom Critchlow - Universal Search Optimisation

by a4uexpo Conference on May 18, 2010

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