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Tom Critchlow - Universal Search Optimisation
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Tom Critchlow - Universal Search Optimisation

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Europe 2010

Europe 2010

Published in: Education, Technology, Design
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  • 1. Universal Search A4uexpo Europe, Munch 2010 Tom Critchlow
  • 2. 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.
  • 3. Universal Search Bingo
  • 4. Google Local
  • 5. Why Do You Care About Local?
  • 6. ZOMG!
  • 7. Who’s (Ranking Factors) Is Bigger? David Mihm’s Rand Fishkin’s Local Ranking Factors SEOmoz Search Ranking Factors
  • 8. 5 Major Factors  Verified Listing  Number of Reviews  Citations  Distance to Centre  Categories
  • 9. Verified Listings: Manually Claimed Manually uploaded and verified listing
  • 10. Verified Listings: Bulk Whitelist The Bulk Upload Whitelist
  • 11. A Note On Data Avoid the Following:  Capitalisation (e.g. UNESCO or NATO)  Odd Phone Number Formatting  URLs in the description field.com
  • 12. Reviews Quantity not Quality: Number of Reviews is more Important than Rating
  • 13. Citations Mentions of your brand Citations Links
  • 14. Citation Example 1 http://www.seomoz.org/marketplace/companies/view/23
  • 15. Citations: How To Get Them (1)
  • 16. Citations: How To Get Them (2) “More Web Pages”
  • 17. Citations: How To Get Them (3) Voila, one goldmine list of competitor citations!
  • 18. Distance To Centre  Google says it doesn’t matter.  It does matter.  Let’s move on!
  • 19. Categories  Can add up to 5  Use keywords (custom values allowed)  Analyse Competitors
  • 20. Free Data. Mmmmm Data.... http://www.distilled.co.uk/blog/seo/google-local-research-data-released-for- free/
  • 21. For Affiliates Claim unclaimed local listings for places you have data on (warning – a little shady!) Or, get listed as a trusted data provider.
  • 22. User Maps = Opportunity
  • 23. 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/
  • 24. Google Shopping
  • 25. 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
  • 26. Google Images
  • 27. Basic Factors • Filename • Alt text • Text around image • Page, not image • Buzz words
  • 28. XML Sitemaps
  • 29. Linkbuilding With Images
  • 30. Image Resources • http://googlewebmastercentral.blogspot.com/20 10/04/adding-images-to-your-sitemaps.html • http://wiep.net/talk/link-building/link- building-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/
  • 31. Video
  • 32. Metadata FTW!
  • 33. 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.”
  • 34. Don’t Forget About The Rest
  • 35. Conversions FTW Vzaar let’s you integrate with Mailchimp to embed email capture within your video. FTW!
  • 36. 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
  • 37. Google News
  • 38. News Tips • Get in using a news sitemap • Publish fast, index fast • Publish unique facts
  • 39. 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:
  • 40. News Resources • http://www.webpronews.com/topnews/2009/0 9/02/google-news-seo-tips-ranking-in-news- search • http://www.brentdpayne.com/presentations/
  • 41. Data Quality FTW
  • 42. Thanks!

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