Next Steps? Be creative Listen to your audience Look outside your own site Look what fits you Dominate the SERPS!!
Tip Check what Tom Critchlow said on Universal Search
Questions? www.stateofsearch.com www.basvandenbeld.com www.nettraject.nl twitter.com/basvandenbeld linkedin.com/basvandenbeld Thanks to @jondmyers for some of the examples
Image optimisation Ensure image has keyword relevant name or it is game over at the start Include Alt Attribute (alt=“keywords”) – bit dated but works! Use a title/headline by your image If possible, place it on separate page Inbound links are always a good option Include relevant text to surround it Use dashes rather than underscores in multiword images names – seems to work! Source: @jondmyers
Local optimisation Can appear in first position pushing almost all results below fold Submission to Google Local Business (Places) is a must Use unique phone number as identifier If you have Multiple Locations use a bulk upload sheet or XML Feed Use Tracked URL on the Ad Don't forget SEO of content as well! Think Local optimise keywords to include location including on Tags image, Page and within URL Get local links to local pages with related locality anchor text Ensure high degree of relevancy in all submissions of content for local Source: @jondmyers
Shopping optimisation Utilise standard on page optimisation techniques Construct feeds in XML (Google needs data feeds for Google Products to work) Inclusion within 24 hours Listings only Live for 30 days Resubmit maybe once per week in bulk Detail descriptions a big positive Make sure the images are high quality So how does Google Products work? Source: @jondmyers
News Optimisation Craft using standard SEO techniques Ensure newsworthy Write for it to be posted and picked up by authority sites Very powerful SEO for large content sites such as Newspaper Groups Sites Crawled every 5 mins for content Pick and promote against buzz search from archives and submit to Google News In News index within 15 mins Leverage the tie 1 wires to be picked up by Reuters etc And finally……submit to Google News! Source: @jondmyers
Video developments Google has opened their APIs to also include specific sitemaps for videos It’s no longer just restricted to just YouTube and Google Videos in the SERPs Can get your video (that’s hosted on your site) included in SERPs Includes thumbnail of video YouTube is creating a Video Site search to leverage being Number 2 Search Engine Can choose to display content against specific brand channels and sites Source: @jondmyers