Universal Search

A4uexpo Europe, Munch 2010
        Tom Critchlow
Tom Critchlow
        Head of Search Marketing, Distilled
        > tom.critchlow@distilled.co.uk
        > twitter.com/To...
Universal Search Bingo
Google Local
Why Do You Care About Local?
ZOMG!
Who’s (Ranking Factors) Is Bigger?




    David Mihm’s         Rand Fishkin’s

 Local Ranking Factors   SEOmoz Search Ran...
5 Major Factors
           Verified Listing
           Number of Reviews
           Citations
           Distance to C...
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 Form...
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!)


            ...
User Maps = Opportunity
Further Reading
http://www.distilled.co.uk/blog/seo/google-local-research-data-
released-for-free/

http://searchenginel...
Google Shopping
Major Factors

• Data freshness


• Data quality


• Reviews
http://www.seomoz.org/blog/how-to-rank-well-
  in-google-prod...
Google Images
Basic Factors
                •   Filename
                •   Alt text
                •   Text around image
            ...
XML Sitemaps
Linkbuilding With Images
Image Resources
• http://googlewebmastercentral.blogspot.com/20
  10/04/adding-images-to-your-sitemaps.html
• http://wiep....
Video
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 ...
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...
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 c...
News Resources
• http://www.webpronews.com/topnews/2009/0
  9/02/google-news-seo-tips-ranking-in-news-
  search
• http://w...
Data Quality FTW
Thanks!
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Tom Critchlow - Universal Search Optimisation

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Tom Critchlow - Universal Search Optimisation

  1. 1. Universal Search A4uexpo Europe, Munch 2010 Tom Critchlow
  2. 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. 3. Universal Search Bingo
  4. 4. Google Local
  5. 5. Why Do You Care About Local?
  6. 6. ZOMG!
  7. 7. Who’s (Ranking Factors) Is Bigger? David Mihm’s Rand Fishkin’s Local Ranking Factors SEOmoz Search Ranking Factors
  8. 8. 5 Major Factors  Verified Listing  Number of Reviews  Citations  Distance to Centre  Categories
  9. 9. Verified Listings: Manually Claimed Manually uploaded and verified listing
  10. 10. Verified Listings: Bulk Whitelist The Bulk Upload Whitelist
  11. 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. 12. Reviews Quantity not Quality: Number of Reviews is more Important than Rating
  13. 13. Citations Mentions of your brand Citations Links
  14. 14. Citation Example 1 http://www.seomoz.org/marketplace/companies/view/23
  15. 15. Citations: How To Get Them (1)
  16. 16. Citations: How To Get Them (2) “More Web Pages”
  17. 17. Citations: How To Get Them (3) Voila, one goldmine list of competitor citations!
  18. 18. Distance To Centre  Google says it doesn’t matter.  It does matter.  Let’s move on!
  19. 19. Categories  Can add up to 5  Use keywords (custom values allowed)  Analyse Competitors
  20. 20. Free Data. Mmmmm Data.... http://www.distilled.co.uk/blog/seo/google-local-research-data-released-for- free/
  21. 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. 22. User Maps = Opportunity
  23. 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. 24. Google Shopping
  25. 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. 26. Google Images
  27. 27. Basic Factors • Filename • Alt text • Text around image • Page, not image • Buzz words
  28. 28. XML Sitemaps
  29. 29. Linkbuilding With Images
  30. 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. 31. Video
  32. 32. Metadata FTW!
  33. 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. 34. Don’t Forget About The Rest
  35. 35. Conversions FTW Vzaar let’s you integrate with Mailchimp to embed email capture within your video. FTW!
  36. 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. 37. Google News
  38. 38. News Tips • Get in using a news sitemap • Publish fast, index fast • Publish unique facts
  39. 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. 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. 41. Data Quality FTW
  42. 42. Thanks!

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