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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

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James Finlayson - Actionable Search Tactics For 2012

James Finlayson - Actionable Search Tactics For 2012

From The Fresh Business Thinking Online Business Makeover - 12/03/2012

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  • 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.
  • 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.
  • ..and it’s high converting.
  • Mobile search is aggressively localised. Not only are searchers’ intent more local, but the search engine’s provide more local results for any result.
  • …so you need to move to capture local search.
  • The least well addressed area in local search is reviews
  • 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.
  • Some companies have cards, like this, that they can pass to happy customers.
  • Tactic number 2 is based around rich snippets.
  • This a typical rich snippet in the search results. Notice the picture, rating and calories. All great stuff that attracts attention.
  • 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.
  • That’s a massive increase in real customers coming to your website.
  • Schema.org provides the code you need to implement. It’s got hundreds of different schemas for every product and service.
  • 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…
  • Example 1
  • 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.
  • 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.
  • 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.
  • Everyone’s asking ‘how do I write great content’.
  • So, how are you going to stand out from your competitors?
  • 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.
  • Tip number 5 will be around Panda.
  • What’s Panda? It’s a search engine penalty.
  • It leads to around a 50% drop in traffic, so it can really cripple a business.
  • It’s caused by a few things, but the biggest factor is duplicate content. This can be on-site or off-site.
  • There’s an update coming soon, and each time there has been in the past its hit sites that hadn’t been affected before.
  • For new content – write it all fresh – it’ll save you tons of time in the long-run.
  • 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.
  • Tactic 6 is all about trust.
  • 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.
  • Final tactic.
  • 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.
  • What about SEO? There are tons of tools available.
  • We use tons – but these are our favourites for the big three parts of SEO.

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 Presentation Transcript

  • ACTIONABLESEARCH TACTICSFOR 2012 @jamesfinlayson
  • We are atransparent, data-driven SEO agency
  • Local search isHUGE
  • 73% of activity online issource: Google related to local content
  • 500%increasein mobile searchin the last 2 yearssource: Google
  • 2013they’ll bemore mobilesearchesthan ‘standard’searchessource: Gartner
  • Reviews
  • Actionable tip #1Build in to your receipts and customersurveys calls to action to reviewonline.
  • Rich Snippets DriveCLICKTHROUGH
  • 30 minute install
  • up to 30% increase inclick-through-ratesource: Gartner
  • Actionable tip #2
  • do somethingINCREDIBLEeach month
  • it could lead tothe cheapest links you’ll EVER get
  • ~4.7k links including theBBC, Huffington Post and The Sun. >150k Facebook likes
  • ~4klinks
  • ~16.7k links
  • Actionable tip #3:Allocate some money to go aboveand beyond your customersexpectations
  • goBEYONDgreat content
  • ‘how do I write great content?’
  • How are you going to be NOTICED for the right reasons ?
  • write each pieceof contentas if it’s going to goVIRAL
  • Actionable tip #4:Red or Blue Inspiration Engine www.redorbluedigital.com/tools/inspiration-engine/
  • PANDA-PROOFyour site
  • Typically a50%drop in traffic
  • aused by caused by caused byDUPLICATE 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
  • updateCOMINGSOON
  • don’t‘borrow’ content
  • Actionable tip #5 check existing content with BLEKKO (blekko.com – search and then hit the ‘seo’ button)
  • buildTRUST
  • You’re allBRAND ADVOCATES
  • …but how can yoube a brand advocate if I don’t know who you are?
  • people invest inPERSONALITY
  • Actionable tip #6getAUTHOR TAGS
  • http://www.redorbluedigital.com/blog/2012/relauthor-basics/
  • there’s too much noise in the DATAfor it to be useful
  • how toBE EFFICIENTwith data
  • push contentwith social tools
  • There areSEO TOOLSfor every job
  • On-siteOff-siteReporting
  • Actionable tip #7Use toolsto manage dataGet one that suits yourbusiness
  • SUMMARY1. Incentivize reviews to increase local presence2. Use Schema.org for rich snippets and better click-through3. Do something incredible for your customers4. Try out The inspiration Engine5. Check your content with Blekko.6. Use Author Tags to build personality7. Improve your social and SEO through tools
  • Thanks for listening,now feel free to askQUESTIONSor catch me later @JamesFinlayson