SlideShare a Scribd company logo
1 of 48
Download to read offline
ACTIONABLE
SEARCH TACTICS
FOR 2012

                 @jamesfinlayson
We are a
transparent, data-
driven SEO agency
Local search is

HUGE
73% of activity online is
source: Google
                 related to local content
500%
increase
in mobile search
in the last 2 years


source: Google
2013
they’ll be
more mobile
searches
than ‘standard’
searches


source: Gartner
Reviews
Actionable tip #1


Build in to your receipts and customer
surveys calls to action to review
online.
James Finlayson - Actionable Search Tactics For 2012 - The Online Business Makeover- 12/03/2012
Rich Snippets Drive
CLICKTHROUGH
James Finlayson - Actionable Search Tactics For 2012 - The Online Business Makeover- 12/03/2012
James Finlayson - Actionable Search Tactics For 2012 - The Online Business Makeover- 12/03/2012
30 minute install
up to 30% increase in
click-through-rate




source: Gartner
Actionable tip #2
do something
INCREDIBLE
each month
it could lead to
the cheapest links
               you’ll
           EVER
                 get
~4.7k links including the
BBC, Huffington Post and The Sun.
     >150k Facebook likes
~4k
links
~16.7k
   links
Actionable tip #3:



Allocate some money to go above
and beyond your customers
expectations
go
BEYOND
great content
‘how do I write great
    content?’
How are you going to be
        NOTICED
            for the right reasons   ?
write each piece
of content
as if it’s going to go
VIRAL
Actionable tip #4:
Red or Blue Inspiration Engine




 www.redorbluedigital.com/tools/inspiration-engine/
PANDA-PROOF
your site
James Finlayson - Actionable Search Tactics For 2012 - The Online Business Makeover- 12/03/2012
Typically a
50%
drop in traffic
aused by                   caused by                  caused by
DUPLICATE CONTENT DUPLICATE CONTENT                   DUPLICATE CONTENT

               caused by                  caused by
                                                                  caused by
 TENT          DUPLICATE CONTENT          DUPLICATE CONTENT       DUPLICA

  caused by                                           caused by
                                                      DUPLICATE CONTE
                           caused by
  DUPLICATE CONTENT        DUPLICATE CONTENT

               caused by                  caused by               caused by
 NTENT         DUPLICATE CONTENT DUPLICATE CONTENT DUPLICA

  caused by                caused by                  caused by
  DUPLICATE CONTENT        DUPLICATE CONTENT          DUPLICATE CONTENT

  caused by                               caused by               caused by
                                          DUPLICATE CONTENT DUPLICA

  DUPLICATE CONTENT
update
COMING
SOON
don’t

‘borrow’
   content
Actionable tip #5
                  check
            existing content
                   with
              BLEKKO
   (blekko.com – search and then hit the ‘seo’ button)
build
TRUST
You’re all
BRAND ADVOCATES
…but how can you
be a brand advocate
   if I don’t know
   who you are?
people invest in
PERSONALITY
Actionable tip #6




get
AUTHOR TAGS
http://www.redorbluedigital.com/blog/2012/relauthor-basics/
there’s too much
      noise in the
         DATA
for it to be useful
how to
BE EFFICIENT
with data
push content
with social tools
James Finlayson - Actionable Search Tactics For 2012 - The Online Business Makeover- 12/03/2012
There are
SEO TOOLS
for every job
On-site

Off-site

Reporting
Actionable tip #7

Use tools
to manage data

Get one that suits your
business
SUMMARY
1.   Incentivize reviews to increase local presence
2.   Use Schema.org for rich snippets and better click-through
3.   Do something incredible for your customers
4.   Try out The inspiration Engine
5.   Check your content with Blekko.
6.   Use Author Tags to build personality
7.   Improve your social and SEO through tools
Thanks for listening,
now feel free to ask
QUESTIONS
or catch me later
  @JamesFinlayson

More Related Content

More from fbtslides

Phil Roebuck - Supercharge Your Business Success With LinkedIn - The Online B...
Phil Roebuck - Supercharge Your Business Success With LinkedIn - The Online B...Phil Roebuck - Supercharge Your Business Success With LinkedIn - The Online B...
Phil Roebuck - Supercharge Your Business Success With LinkedIn - The Online B...fbtslides
 
Lara Morgan - Its Up To You - Fresh Business Thinking LIVE at Cass Business S...
Lara Morgan - Its Up To You - Fresh Business Thinking LIVE at Cass Business S...Lara Morgan - Its Up To You - Fresh Business Thinking LIVE at Cass Business S...
Lara Morgan - Its Up To You - Fresh Business Thinking LIVE at Cass Business S...fbtslides
 
Tristram Mayhew - Bringing It All Together - Fresh Business Thinking LIVE at ...
Tristram Mayhew - Bringing It All Together - Fresh Business Thinking LIVE at ...Tristram Mayhew - Bringing It All Together - Fresh Business Thinking LIVE at ...
Tristram Mayhew - Bringing It All Together - Fresh Business Thinking LIVE at ...fbtslides
 
Fresh Business Thinking Social Media Event - Julie Hall
Fresh Business Thinking Social Media Event - Julie Hall Fresh Business Thinking Social Media Event - Julie Hall
Fresh Business Thinking Social Media Event - Julie Hall fbtslides
 
Fresh Business Thinking - Social Media Event - Cedric Chambaz
Fresh Business Thinking - Social Media Event - Cedric ChambazFresh Business Thinking - Social Media Event - Cedric Chambaz
Fresh Business Thinking - Social Media Event - Cedric Chambazfbtslides
 
Fresh Business Thinking Social Media Event - Louise Findlay Wilson
Fresh Business Thinking Social Media Event - Louise Findlay WilsonFresh Business Thinking Social Media Event - Louise Findlay Wilson
Fresh Business Thinking Social Media Event - Louise Findlay Wilsonfbtslides
 
Fresh Business Thinking - Social Media Event - Jemima presentation
Fresh Business Thinking - Social Media Event - Jemima presentationFresh Business Thinking - Social Media Event - Jemima presentation
Fresh Business Thinking - Social Media Event - Jemima presentationfbtslides
 
Holding slides
Holding slidesHolding slides
Holding slidesfbtslides
 

More from fbtslides (8)

Phil Roebuck - Supercharge Your Business Success With LinkedIn - The Online B...
Phil Roebuck - Supercharge Your Business Success With LinkedIn - The Online B...Phil Roebuck - Supercharge Your Business Success With LinkedIn - The Online B...
Phil Roebuck - Supercharge Your Business Success With LinkedIn - The Online B...
 
Lara Morgan - Its Up To You - Fresh Business Thinking LIVE at Cass Business S...
Lara Morgan - Its Up To You - Fresh Business Thinking LIVE at Cass Business S...Lara Morgan - Its Up To You - Fresh Business Thinking LIVE at Cass Business S...
Lara Morgan - Its Up To You - Fresh Business Thinking LIVE at Cass Business S...
 
Tristram Mayhew - Bringing It All Together - Fresh Business Thinking LIVE at ...
Tristram Mayhew - Bringing It All Together - Fresh Business Thinking LIVE at ...Tristram Mayhew - Bringing It All Together - Fresh Business Thinking LIVE at ...
Tristram Mayhew - Bringing It All Together - Fresh Business Thinking LIVE at ...
 
Fresh Business Thinking Social Media Event - Julie Hall
Fresh Business Thinking Social Media Event - Julie Hall Fresh Business Thinking Social Media Event - Julie Hall
Fresh Business Thinking Social Media Event - Julie Hall
 
Fresh Business Thinking - Social Media Event - Cedric Chambaz
Fresh Business Thinking - Social Media Event - Cedric ChambazFresh Business Thinking - Social Media Event - Cedric Chambaz
Fresh Business Thinking - Social Media Event - Cedric Chambaz
 
Fresh Business Thinking Social Media Event - Louise Findlay Wilson
Fresh Business Thinking Social Media Event - Louise Findlay WilsonFresh Business Thinking Social Media Event - Louise Findlay Wilson
Fresh Business Thinking Social Media Event - Louise Findlay Wilson
 
Fresh Business Thinking - Social Media Event - Jemima presentation
Fresh Business Thinking - Social Media Event - Jemima presentationFresh Business Thinking - Social Media Event - Jemima presentation
Fresh Business Thinking - Social Media Event - Jemima presentation
 
Holding slides
Holding slidesHolding slides
Holding slides
 

Recently uploaded

UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfDianaGray10
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IES VE
 
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1DianaGray10
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7DianaGray10
 
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UbiTrack UK
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Websitedgelyza
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationIES VE
 
Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.YounusS2
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPathCommunity
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxMatsuo Lab
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfDaniel Santiago Silva Capera
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8DianaGray10
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopBachir Benyammi
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdfPedro Manuel
 
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDEADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDELiveplex
 
Empowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintEmpowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintMahmoud Rabie
 
UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6DianaGray10
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarPrecisely
 
Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsSeth Reyes
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding TeamAdam Moalla
 

Recently uploaded (20)

UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
 
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7
 
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Website
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
 
Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation Developers
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptx
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 Workshop
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdf
 
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDEADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
 
Empowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintEmpowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership Blueprint
 
UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity Webinar
 
Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and Hazards
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team
 

James Finlayson - Actionable Search Tactics For 2012 - The Online Business Makeover- 12/03/2012

Editor's Notes

  1. My name’s James. Over the next 20 minutes I’m going to take you through 7 tactics, that you can implement in a couple of hours each, designed to increase your search presence.
  2. Red or Blue Digital are a transparent, data driven SEO agency based in Shoreditch.I’m the Technical Lead – concentrating on on-site and reputation management issues.
  3. ..and it’s high converting.
  4. Mobile search is aggressively localised. Not only are searchers’ intent more local, but the search engine’s provide more local results for any result.
  5. …so you need to move to capture local search.
  6. The least well addressed area in local search is reviews
  7. There are a few different ways that you can do this. You could just ask on every receipt. You could go further and provide a link to whichever review site you’re concentrating on. If you’re worried about what some of your customers might say – pre-qualify – either following sale via a survey or at the point of sale.
  8. Some companies have cards, like this, that they can pass to happy customers.
  9. Tactic number 2 is based around rich snippets.
  10. This a typical rich snippet in the search results. Notice the picture, rating and calories. All great stuff that attracts attention.
  11. Here’s another example – this time of a review of a product. Stars, reviewers name and product price. I’ve a much better idea of what I’m going to get from this review before clicking on it.
  12. That’s a massive increase in real customers coming to your website.
  13. Schema.org provides the code you need to implement. It’s got hundreds of different schemas for every product and service.
  14. Customer service. It’s a no-brainer, but so many companies now have stock answers that they provide. Don’t – provide fantastic responses. Not just for the sake of that customer, but also because…
  15. Example 1
  16. Example 2: A man bought a sandwich from Marks & Spencer, but the sandwich was bad. He complained to them and they sent a stock letter – ‘sorry, here’s a voucher for a new sandwich etc’. There was no voucher in the envelope. So he wrote to them again demanding his voucher and, because he’d had a bad experience, a picture of a smiley dinosaur as an apology. He received this.Great customer service and it went viral.A massive amount of links leading to brilliant PR as well. Priceless.
  17. Final example: A guy online was on his way to New York. Before he got on the plane he jokingly sent the above tweet to a steakhouse he’d been to before. Didn’t think about it again.In the meantime, Mortons noticed the tweet, cooked a steak, put it in a bag, got someone dressed in a tux, drove him to the airport and had him hold a sign with the guy’s twitter handle on it before he landed.Amazing. Great customer service – and a massive amount of links – that would have cost thousands to achieve in any other way.
  18. Nick’s going to speak later about how to write great content, so I thought I’d give a tip that fits on top of that as my fourth tactic.
  19. Everyone’s asking ‘how do I write great content’.
  20. So, how are you going to stand out from your competitors?
  21. For a while we’ve been using lots of different methods to find what content has already gone viral to give us ideas. We’ve finally put many of them in to a single tool. Which, I’m happy to announce, we’re making available for free as of today. It checks the following sites, and will pull the material that people are most talking about, that people are already loving. We call it our Inspiration Engine. We hope you love it as much as we do.
  22. Tip number 5 will be around Panda.
  23. What’s Panda? It’s a search engine penalty.
  24. It leads to around a 50% drop in traffic, so it can really cripple a business.
  25. It’s caused by a few things, but the biggest factor is duplicate content. This can be on-site or off-site.
  26. There’s an update coming soon, and each time there has been in the past its hit sites that hadn’t been affected before.
  27. For new content – write it all fresh – it’ll save you tons of time in the long-run.
  28. The biggest headache for most is existing content though. Check your existing website in Blekko to know how large or small of a problem you have. Expect to see a little bit of duplication on any site – don’t panic if it’s only a small percentage of your pages that have issues.
  29. Tactic 6 is all about trust.
  30. This is the result of an author tag. It shows a photo of the author and links to his profile. Increased click-through rate, builds personality and allows users to follow you across sites.There are a couple of different steps involved with installing it, so check out the blog post we wrote explaining how.
  31. Final tactic.
  32. Percolate makes sure that you only get the most important news.Interact with your users by monitoring brand mentions through twitter – we like TweetDeck and Hootsuite in the office.Make sure to push your static content out automatically through a scheduler – either the one in-built to TweetDeck or through Buffer.app – our current favourite.
  33. What about SEO? There are tons of tools available.
  34. We use tons – but these are our favourites for the big three parts of SEO.