Your SlideShare is downloading. ×
Goldladder SEO Presentation
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Goldladder SEO Presentation

2,107
views

Published on

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.

Published in: Technology

1 Comment
0 Likes
Statistics
Notes
  • thanks for attending at the innovation centre!

    <br /><object type="application/x-shockwave-flash" data="http://www.youtube.com/v/4rT0U7iv_qg?version=3" width="350" height="288"><param name="movie" value="http://www.youtube.com/v/4rT0U7iv_qg?version=3"></param><embed src="http://www.youtube.com/v/4rT0U7iv_qg?version=3" width="350" height="288" type="application/x-shockwave-flash"></embed></object>
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

No Downloads
Views
Total Views
2,107
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
26
Comments
1
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 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