Goldladder SEO Presentation

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Matt Davidson, co founder at Goldladder, presents a guide for SEO in 2011, for both traditional and new social media search methods.

Matt Davidson, co founder at Goldladder, presents a guide for SEO in 2011, for both traditional and new social media search methods.

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  • 1. Optimising Blogs, Websites And Social Media For SearchMatt DavidsonGoldladder Ltd
  • 2. OptimisingBlogs, Websites And Social Media ForSearch
    Goldladder Ltd:
    • Started in 2001, Incorporated in 2004
    • 3. Always based in Exeter.
    • 4. 1st year at Innovation centre, 2nd room!
    • 5. Pure search from the outset
    • 6. Google Accredited company
    • 7. Team of 5. Dedicated client relationship managers at Google
    • 8. Clients include Financial times, Lloyd’s of London, Axa and Elsevier.
  • OptimisingBlogs, Websites And Social Media ForSearch
    Then:
    • First ‘’true’’ search engines: Google, Inktomi, Alta Vista and Yahoo.
    • 9. Simple architecture/ meta data.
    • 10. Search marketing platforms from Overture and Espotting
    • 11. Analytics mainly server-based
    • 12. Platforms: Desktop search. Pre-broadband!
  • OptimisingBlogs, Websites And Social Media ForSearch
    Now:
    • Search Engines: Google, Bing, Facebook and Twitter, plus location/mobile.
    • 13. Search marketing platforms Adwords, Yahoo & Facebook
    • 14. Analytics: session/cookie based
    • 15. Platforms: desktop, mobile and tablet.
  • OptimisingBlogs, Websites And Social Media ForSearch
    What Is SEO?
    Search Engine Optimisation is the process of improving visibility during a search based activity, by focussing information and signals.
  • 16. OptimisingBlogs, Websites And Social Media ForSearch
    Visability:
  • OptimisingBlogs, Websites And Social Media ForSearch
    Search based activity:
    • Keyword
    • 23. Profile interest/ hobby
    • 24. Asking friends/ followers
    • 25. Forum question
    • 26. Automated recommendation
    • 27. Location Information
    • 28. Directory search
    • 29. News or feed request
    • 30. Online journey
  • OptimisingBlogs, Websites And Social Media ForSearch
    Information:
  • OptimisingBlogs, Websites And Social Media ForSearch
    Signals:
  • OptimisingBlogs, Websites And Social Media ForSearch
    Your online visibility is based around a network.
    People and search engines see this network and form an impression of you.
  • 48. OptimisingBlogs, Websites And Social Media ForSearch
    1. Research
  • 49. OptimisingBlogs, Websites And Social Media ForSearch
    Google Research
    Google: ‘external keyword tool’
    • Use negative filters
    • 50. Tick ‘’only show...’’ box
    • 51. Select location/ local searches
    • 52. Good for ‘longtail’
    Ads.youtube.com/keyword_tool
    Google: ‘Trends’
  • 53. OptimisingBlogs, Websites And Social Media ForSearch
    Facebook Research
    Facebook.com/ads/create
    • Shows size of potential audience
    • 54. Can target users of other pages, events, groups or apps
    • 55. Based on likes and interests
    • 56. Further demographics
    Facebook.com/search
    • Use ‘’show posts by everyone’’ for realtime global data
  • OptimisingBlogs, Websites And Social Media ForSearch
    Local Research
    Whitespark.ca/tools/local-citation-finder
    • Shows local search algorithm influences
    • 57. Use to optimise for any search pages that produce local/map results
    • 58. Also use external KW tool
    • 59. And google searches set to location
  • OptimisingBlogs, Websites And Social Media ForSearch
    Twitter Research
    Search.twitter.com/advanced
    • Locality: use ‘near:’
    • 60. Search for  or 
    • 61. Find people who need advice or services in your area
    • 62. Look at messages to a large company from local people and offer your solution instead
    Hashtags.org
    Tweetbeep.com
  • 63. OptimisingBlogs, Websites And Social Media ForSearch
    2. Create
  • 64. OptimisingBlogs, Websites And Social Media ForSearch
    Basic SEO #1: Structure
    • Content silo approach
    • 65. Quantity no longer a factor
    • 66. ‘’silo’’ navigation and linking
    • 67. Inject rotating content into pages
    • 68. Keep it simple and logical
    • 69. Call to actions on each page
  • OptimisingBlogs, Websites And Social Media ForSearch
    Basic SEO #2: URL Formation
    • www.armandos.com
    • 70. www.armandos.com/accountancy/
    • 71. www.armandos.com/accountancy/services
    • 72. www.armandos.com/accountancy/planning
    • 73. www.armandos.com
    • 74. www.armandos.com/tax/
    • 75. www.armandos.com/tax/returns
    • 76. www.armandos.com/tax/advice
    No subdomains!
  • 77. OptimisingBlogs, Websites And Social Media ForSearch
    Title:
    Should not exceed 72 characters, at least 4 words. 
    Include the keyword phrase in the title toward the beginning
    Description: 
    The first and/ or meta description
    165 characters, include the keyword toward the beginning.
    Body: 
    At least 300 words. Each keyword should not represent more than 5.5% of the total words on the page. Including some content in a bulleted list is a good idea.
    Basic SEO #3: Content
  • 78. OptimisingBlogs, Websites And Social Media ForSearch
    Basic SEO#4: Tools
    • Use a good, open source CMS:
    Wordpress, Drupal, ModX
    • Use a fast server, UK Based with good IP address
    • 79. Look at HTML 5 in place of flash or Java/ pop-ups.
    • 80. Use Google Webmaster Tools and Analytics
    • 81. Use 301 redirects if content is moved or site design is new.
    • 82. Be nice, no tricks!
  • OptimisingBlogs, Websites And Social Media ForSearch
    Blog Guideline 1: Your Blog
    • Categories
    Design clear keyword rich categories to link to your web page structure – or make the categories your web page structure!
    • Permanent URL
    Ensure it is keyword rich and accurately reflecting post title
    • Tags
    Do not over tag! 10 – 15 at most.
    • Post footers:
    Include your commercial information here, leave the blog post to offer the value
  • 83. OptimisingBlogs, Websites And Social Media ForSearch
    Blog Guideline 2: Their blogs
    • Constructive commenting
    - gives you authority
    - link opportunities
    - social participation
    • Examine their posts and comments first
    - allows you to get a ‘feel’ for the audience
    • Promote your comments
    Tweeting about your comments and promoting other people’s blogs is cooler than pushing your own stuff
    • SEO Value
    Huge SEO value in your name and brand appearing across industry / interest related sites
  • 84. OptimisingBlogs, Websites And Social Media ForSearch
    Blog Guideline 3: News & PR
    • URL’s must:
    - be permanent
    - contain a 3-digit number
    - avoid date inclusion
    - RSS helps
    • Multiple Authors
    To differentiate your blog as a ‘news’ source
    • Correct length
    Press releases that are too short (150 words) or too long (500 words) will not be included
    • Pictures
    Are used in the Google News search results.
  • 85. OptimisingBlogs, Websites And Social Media ForSearch
    Facebook Optimisation:
    Open Graph
    The Open Graph protocol enables any web page to become a rich object in a social graph.
    When a user ‘likes’ your web page, then OG information about the site, page, post, and picture ensures correct rendering within facebook. This leads to a higher ‘viral’ spread factor.
    Information about your page/ object is also stored appropriately in the facebook database, optimised for any search based activity or automated recommendation
  • 86. OptimisingBlogs, Websites And Social Media ForSearch
    Facebook Optimisation:
    Open Graph Example:
    og:title = "The Rock"
    og:type = "movie"
    og:url = "http://www.imdb.com/title/tt0117500"
    og:image = "http://ia.media-imdb.com/rock.jpg"
    og:site_name = "IMDb"
  • 87. OptimisingBlogs, Websites And Social Media ForSearch
    Facebook Optimisation:
    Open Graph Object Types:
  • 88. OptimisingBlogs, Websites And Social Media ForSearch
    Facebook Optimisation:
    Open Graph Implementation:
    1. Research facebook interests
    2. Add OG metadata to your site/page
    3. Add ‘like’ button
    4. ‘’Push’’ into facebook by ‘liking’
  • 89. OptimisingBlogs, Websites And Social Media ForSearch
    3. PPC Networks
  • 90. OptimisingBlogs, Websites And Social Media ForSearch
    Benefits of Ads:
    Gain early traction
    Research tool
    ‘long tail’ KW marketing
    Acts as a ‘signal’
    Platform / location targeting
    Good source of ROI when optimised
  • 91. OptimisingBlogs, Websites And Social Media ForSearch
    Main PPC Platforms:
    Google Adwords
    MSN Adcenter
    Facebook
    LinkedIn
    Baidu
  • 92. OptimisingBlogs, Websites And Social Media ForSearch
    PPC Basics #1:
    Find the right people
    • Standard Google KW settings can trigger unwanted ad displays (broad-match)
    • 93. Use ‘search string’ reports to understand actual phrases people use
    • 94. Add negatives or set to exact match
    • 95. 1 ad per 5 – 10 keywords
    • 96. Be specific in your ad
    • 97. Exclude unwanted locations/ times
  • OptimisingBlogs, Websites And Social Media ForSearch
    PPC Basics #2:
    Pay less per click
    • Quality score is awarded to better performing ads
    • 98. You can pay less per click than a higher – positioned competitor
    • 99. Ensure relevancy in keyword, ad and landing page
    • 100. A/B test ads continuously
    • 101. Segment different keywords into campaigns with set daily budgets
  • OptimisingBlogs, Websites And Social Media ForSearch
    New PPC Ideas #1:
    Mobile Targeting
    • Target Ipad, Iphone, Android & Mobile
    • 102. Geo-target ad delivery for location an map inclusions
    • 103. Ads on mobile sites in a given area can be triggered.
    • 104. Use click-to-call, no website required
    • 105. Click-to-app, Itunes and Android Markets
    • 106. Adwords stats will show performance for various platforms
  • OptimisingBlogs, Websites And Social Media ForSearch
    New PPC Ideas #2:
    hunting lost conversions!
    • Install tracking code on your site and conversion pages
    • 107. Build a cookie-identified audience of any visitor that starts conversion process but does not complete
    • 108. Target ads across display network to this visitor
    • 109. Set delivery frequency/ cookie length
    • 110. Delay ad trigger for subscription reminders etc.
  • OptimisingBlogs, Websites And Social Media ForSearch
    4. Measure and improve
  • 111. OptimisingBlogs, Websites And Social Media ForSearch
    Multichannel Marketing
    Organic search
    PPC
    Twitter
    Facebook
    Email link
    Direct visitor
    App user
    Referring website
    Event / Show
    Direct Mail
  • 112. OptimisingBlogs, Websites And Social Media ForSearch
    Conversions
    Online enquiry form
    Phone call
    App/file downlowd
    Purchase
    Subscription
    Email
    Shop / event visit
    Booking
    Site visitors/ Ad servings
  • 113. OptimisingBlogs, Websites And Social Media ForSearch
    Analytics: Tools
  • OptimisingBlogs, Websites And Social Media ForSearch
    Analytics: Google Analytics Setup
    • Correctly install code
    - Subdomains
    - Checkout pages
    - Events
    • Set up filters for internal traffic
    • 122. Create multistep funnels and goals
    • 123. Create custom segments
    • 124. Tie in Adwords accounts
    • 125. UTM Tagging
    • 126. Compile master email report
  • OptimisingBlogs, Websites And Social Media ForSearch
    Analytics: Goldladder Call Tracking
    • ‘’pool’’ telephone number is assigned per web session
    • 127. Incoming source is tied to web session
    • 128. If number called, stats are injected into analytics
    • 129. Subsequent page visit/ actions recorded
    • 130. Call audio can be recorded/ saved
  • OptimisingBlogs, Websites And Social Media ForSearch
    Thanks for listening!
    Goldladder.co.uk
    Innovations centre, phase 2 floor 1
    info@goldladder.co.uk
    01392 275554
    @goldladder