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Optimising Blogs, Websites And Social Media For SearchMatt DavidsonGoldladder Ltd<br />
OptimisingBlogs, Websites And Social Media ForSearch<br />Goldladder Ltd:<br /><ul><li>Started in 2001, Incorporated in 2004
Always based in Exeter.
1st year at Innovation centre, 2nd room!
Pure search from the outset
Google Accredited company
Team of 5. Dedicated client relationship managers at Google
Clients include Financial times, Lloyd’s of London, Axa and Elsevier.</li></li></ul><li>OptimisingBlogs, Websites And Soci...
Simple architecture/ meta data.
Search marketing platforms from Overture and Espotting
Analytics mainly server-based
Platforms: Desktop search. Pre-broadband!</li></li></ul><li>OptimisingBlogs, Websites And Social Media ForSearch<br />Now:...
Search marketing platforms Adwords, Yahoo & Facebook
Analytics: session/cookie based
Platforms: desktop, mobile and tablet. </li></li></ul><li>OptimisingBlogs, Websites And Social Media ForSearch<br />What I...
OptimisingBlogs, Websites And Social Media ForSearch<br />Visability:<br /><ul><li>Ranking
Reach
Rating
Following
Trust
Authority
POI</li></li></ul><li>OptimisingBlogs, Websites And Social Media ForSearch<br />Search based activity:<br /><ul><li>Keyword
Profile interest/ hobby
Asking friends/ followers
Forum question
Automated recommendation
Location Information
Directory search
News or feed request
Online journey </li></li></ul><li>OptimisingBlogs, Websites And Social Media ForSearch<br />Information:<br /><ul><li>Webs...
Blog post / web page
Profile
PR / White paper
Status update/ Tweets
Blog comments
Forum participation
Ad network
Product / service types
Map and directory entries</li></li></ul><li>OptimisingBlogs, Websites And Social Media ForSearch<br />Signals:<br /><ul><l...
Link relevancy
Structural order / importance
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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.

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  • thanks for attending at the innovation centre!

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Transcript of "Goldladder SEO Presentation"

  1. 1. Optimising Blogs, Websites And Social Media For SearchMatt DavidsonGoldladder Ltd<br />
  2. 2. OptimisingBlogs, Websites And Social Media ForSearch<br />Goldladder Ltd:<br /><ul><li>Started in 2001, Incorporated in 2004
  3. 3. Always based in Exeter.
  4. 4. 1st year at Innovation centre, 2nd room!
  5. 5. Pure search from the outset
  6. 6. Google Accredited company
  7. 7. Team of 5. Dedicated client relationship managers at Google
  8. 8. Clients include Financial times, Lloyd’s of London, Axa and Elsevier.</li></li></ul><li>OptimisingBlogs, Websites And Social Media ForSearch<br />Then:<br /><ul><li>First ‘’true’’ search engines: Google, Inktomi, Alta Vista and Yahoo.
  9. 9. Simple architecture/ meta data.
  10. 10. Search marketing platforms from Overture and Espotting
  11. 11. Analytics mainly server-based
  12. 12. Platforms: Desktop search. Pre-broadband!</li></li></ul><li>OptimisingBlogs, Websites And Social Media ForSearch<br />Now:<br /><ul><li>Search Engines: Google, Bing, Facebook and Twitter, plus location/mobile.
  13. 13. Search marketing platforms Adwords, Yahoo & Facebook
  14. 14. Analytics: session/cookie based
  15. 15. Platforms: desktop, mobile and tablet. </li></li></ul><li>OptimisingBlogs, Websites And Social Media ForSearch<br />What Is SEO?<br />Search Engine Optimisation is the process of improving visibility during a search based activity, by focussing information and signals.<br />
  16. 16. OptimisingBlogs, Websites And Social Media ForSearch<br />Visability:<br /><ul><li>Ranking
  17. 17. Reach
  18. 18. Rating
  19. 19. Following
  20. 20. Trust
  21. 21. Authority
  22. 22. POI</li></li></ul><li>OptimisingBlogs, Websites And Social Media ForSearch<br />Search based activity:<br /><ul><li>Keyword
  23. 23. Profile interest/ hobby
  24. 24. Asking friends/ followers
  25. 25. Forum question
  26. 26. Automated recommendation
  27. 27. Location Information
  28. 28. Directory search
  29. 29. News or feed request
  30. 30. Online journey </li></li></ul><li>OptimisingBlogs, Websites And Social Media ForSearch<br />Information:<br /><ul><li>Website structure
  31. 31. Blog post / web page
  32. 32. Profile
  33. 33. PR / White paper
  34. 34. Status update/ Tweets
  35. 35. Blog comments
  36. 36. Forum participation
  37. 37. Ad network
  38. 38. Product / service types
  39. 39. Map and directory entries</li></li></ul><li>OptimisingBlogs, Websites And Social Media ForSearch<br />Signals:<br /><ul><li>Link quality
  40. 40. Link relevancy
  41. 41. Structural order / importance
  42. 42. Popularity
  43. 43. Authority/ quality
  44. 44. Likes / votes / sharing
  45. 45. Citations
  46. 46. Trending
  47. 47. Semantic information</li></li></ul><li>OptimisingBlogs, Websites And Social Media ForSearch<br />Your online visibility is based around a network. <br />People and search engines see this network and form an impression of you.<br />
  48. 48. OptimisingBlogs, Websites And Social Media ForSearch<br />1. Research<br />
  49. 49. OptimisingBlogs, Websites And Social Media ForSearch<br />Google Research<br />Google: ‘external keyword tool’<br /><ul><li>Use negative filters
  50. 50. Tick ‘’only show...’’ box
  51. 51. Select location/ local searches
  52. 52. Good for ‘longtail’</li></ul>Ads.youtube.com/keyword_tool<br />Google: ‘Trends’<br />
  53. 53. OptimisingBlogs, Websites And Social Media ForSearch<br />Facebook Research<br />Facebook.com/ads/create<br /><ul><li>Shows size of potential audience
  54. 54. Can target users of other pages, events, groups or apps
  55. 55. Based on likes and interests
  56. 56. Further demographics</li></ul>Facebook.com/search<br /><ul><li>Use ‘’show posts by everyone’’ for realtime global data</li></li></ul><li>OptimisingBlogs, Websites And Social Media ForSearch<br />Local Research<br />Whitespark.ca/tools/local-citation-finder<br /><ul><li>Shows local search algorithm influences
  57. 57. Use to optimise for any search pages that produce local/map results
  58. 58. Also use external KW tool
  59. 59. And google searches set to location</li></li></ul><li>OptimisingBlogs, Websites And Social Media ForSearch<br />Twitter Research<br />Search.twitter.com/advanced<br /><ul><li>Locality: use ‘near:’
  60. 60. Search for  or 
  61. 61. Find people who need advice or services in your area
  62. 62. Look at messages to a large company from local people and offer your solution instead</li></ul>Hashtags.org<br />Tweetbeep.com<br />
  63. 63. OptimisingBlogs, Websites And Social Media ForSearch<br />2. Create<br />
  64. 64. OptimisingBlogs, Websites And Social Media ForSearch<br />Basic SEO #1: Structure<br /><ul><li>Content silo approach
  65. 65. Quantity no longer a factor
  66. 66. ‘’silo’’ navigation and linking
  67. 67. Inject rotating content into pages
  68. 68. Keep it simple and logical
  69. 69. Call to actions on each page</li></li></ul><li>OptimisingBlogs, Websites And Social Media ForSearch<br />Basic SEO #2: URL Formation<br /><ul><li>www.armandos.com
  70. 70. www.armandos.com/accountancy/
  71. 71. www.armandos.com/accountancy/services
  72. 72. www.armandos.com/accountancy/planning
  73. 73. www.armandos.com
  74. 74. www.armandos.com/tax/
  75. 75. www.armandos.com/tax/returns
  76. 76. www.armandos.com/tax/advice</li></ul>No subdomains! <br />
  77. 77. OptimisingBlogs, Websites And Social Media ForSearch<br />Title:<br />Should not exceed 72 characters, at least 4 words. <br />Include the keyword phrase in the title toward the beginning<br />Description: <br />The first and/ or meta description<br />165 characters, include the keyword toward the beginning.<br />Body: <br />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.<br />Basic SEO #3: Content<br />
  78. 78. OptimisingBlogs, Websites And Social Media ForSearch<br />Basic SEO#4: Tools<br /><ul><li>Use a good, open source CMS:</li></ul>Wordpress, Drupal, ModX<br /><ul><li>Use a fast server, UK Based with good IP address
  79. 79. Look at HTML 5 in place of flash or Java/ pop-ups.
  80. 80. Use Google Webmaster Tools and Analytics
  81. 81. Use 301 redirects if content is moved or site design is new.
  82. 82. Be nice, no tricks!</li></li></ul><li>OptimisingBlogs, Websites And Social Media ForSearch<br />Blog Guideline 1: Your Blog<br /><ul><li>Categories</li></ul> Design clear keyword rich categories to link to your web page structure – or make the categories your web page structure! <br /><ul><li>Permanent URL</li></ul> Ensure it is keyword rich and accurately reflecting post title<br /><ul><li>Tags</li></ul> Do not over tag! 10 – 15 at most.<br /><ul><li>Post footers:</li></ul> Include your commercial information here, leave the blog post to offer the value<br />
  83. 83. OptimisingBlogs, Websites And Social Media ForSearch<br />Blog Guideline 2: Their blogs<br /><ul><li>Constructive commenting</li></ul> - gives you authority<br /> - link opportunities<br /> - social participation<br /><ul><li>Examine their posts and comments first</li></ul> - allows you to get a ‘feel’ for the audience<br /><ul><li>Promote your comments</li></ul> Tweeting about your comments and promoting other people’s blogs is cooler than pushing your own stuff<br /><ul><li>SEO Value</li></ul> Huge SEO value in your name and brand appearing across industry / interest related sites<br />
  84. 84. OptimisingBlogs, Websites And Social Media ForSearch<br />Blog Guideline 3: News & PR<br /><ul><li>URL’s must:</li></ul> - be permanent<br /> - contain a 3-digit number<br /> - avoid date inclusion<br /> - RSS helps<br /><ul><li>Multiple Authors</li></ul> To differentiate your blog as a ‘news’ source<br /><ul><li>Correct length</li></ul> Press releases that are too short (150 words) or too long (500 words) will not be included<br /><ul><li>Pictures</li></ul> Are used in the Google News search results.<br />
  85. 85. OptimisingBlogs, Websites And Social Media ForSearch<br />Facebook Optimisation:<br />Open Graph<br /> The Open Graph protocol enables any web page to become a rich object in a social graph. <br /> 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.<br /> Information about your page/ object is also stored appropriately in the facebook database, optimised for any search based activity or automated recommendation<br />
  86. 86. OptimisingBlogs, Websites And Social Media ForSearch<br />Facebook Optimisation:<br />Open Graph Example:<br />og:title = "The Rock"<br />og:type = "movie"<br />og:url = "http://www.imdb.com/title/tt0117500"<br />og:image = "http://ia.media-imdb.com/rock.jpg"<br />og:site_name = "IMDb"<br />
  87. 87. OptimisingBlogs, Websites And Social Media ForSearch<br />Facebook Optimisation:<br />Open Graph Object Types:<br />
  88. 88. OptimisingBlogs, Websites And Social Media ForSearch<br />Facebook Optimisation:<br />Open Graph Implementation:<br />1. Research facebook interests<br />2. Add OG metadata to your site/page<br />3. Add ‘like’ button<br />4. ‘’Push’’ into facebook by ‘liking’<br />
  89. 89. OptimisingBlogs, Websites And Social Media ForSearch<br />3. PPC Networks<br />
  90. 90. OptimisingBlogs, Websites And Social Media ForSearch<br />Benefits of Ads:<br />Gain early traction<br />Research tool<br />‘long tail’ KW marketing<br />Acts as a ‘signal’<br />Platform / location targeting<br />Good source of ROI when optimised<br />
  91. 91. OptimisingBlogs, Websites And Social Media ForSearch<br />Main PPC Platforms:<br />Google Adwords<br />MSN Adcenter<br />Facebook<br />LinkedIn<br />Baidu<br />
  92. 92. OptimisingBlogs, Websites And Social Media ForSearch<br />PPC Basics #1:<br />Find the right people<br /><ul><li>Standard Google KW settings can trigger unwanted ad displays (broad-match)
  93. 93. Use ‘search string’ reports to understand actual phrases people use
  94. 94. Add negatives or set to exact match
  95. 95. 1 ad per 5 – 10 keywords
  96. 96. Be specific in your ad
  97. 97. Exclude unwanted locations/ times</li></li></ul><li>OptimisingBlogs, Websites And Social Media ForSearch<br />PPC Basics #2:<br />Pay less per click<br /><ul><li>Quality score is awarded to better performing ads
  98. 98. You can pay less per click than a higher – positioned competitor
  99. 99. Ensure relevancy in keyword, ad and landing page
  100. 100. A/B test ads continuously
  101. 101. Segment different keywords into campaigns with set daily budgets</li></li></ul><li>OptimisingBlogs, Websites And Social Media ForSearch<br />New PPC Ideas #1:<br />Mobile Targeting<br /><ul><li>Target Ipad, Iphone, Android & Mobile
  102. 102. Geo-target ad delivery for location an map inclusions
  103. 103. Ads on mobile sites in a given area can be triggered.
  104. 104. Use click-to-call, no website required
  105. 105. Click-to-app, Itunes and Android Markets
  106. 106. Adwords stats will show performance for various platforms</li></li></ul><li>OptimisingBlogs, Websites And Social Media ForSearch<br />New PPC Ideas #2:<br />hunting lost conversions!<br /><ul><li>Install tracking code on your site and conversion pages
  107. 107. Build a cookie-identified audience of any visitor that starts conversion process but does not complete
  108. 108. Target ads across display network to this visitor
  109. 109. Set delivery frequency/ cookie length
  110. 110. Delay ad trigger for subscription reminders etc.</li></li></ul><li>OptimisingBlogs, Websites And Social Media ForSearch<br />4. Measure and improve<br />
  111. 111. OptimisingBlogs, Websites And Social Media ForSearch<br />Multichannel Marketing<br />Organic search<br />PPC<br />Twitter<br />Facebook<br />Email link<br />Direct visitor<br />App user<br />Referring website<br />Event / Show<br />Direct Mail<br />
  112. 112. OptimisingBlogs, Websites And Social Media ForSearch<br />Conversions<br />Online enquiry form<br />Phone call<br />App/file downlowd<br />Purchase<br />Subscription<br />Email<br />Shop / event visit<br />Booking<br />Site visitors/ Ad servings<br />
  113. 113. OptimisingBlogs, Websites And Social Media ForSearch<br />Analytics: Tools<br /><ul><li>Google Analytics
  114. 114. Google Urchin (server based)
  115. 115. PPC Conversion Code
  116. 116. Alterian SM2 / Radian6
  117. 117. Facebook insights
  118. 118. Google Alerts / Tweetbeep
  119. 119. Weblogs
  120. 120. Google Webmaster Tools
  121. 121. Ask visitors!</li></li></ul><li>OptimisingBlogs, Websites And Social Media ForSearch<br />Analytics: Google Analytics Setup<br /><ul><li>Correctly install code</li></ul> - Subdomains<br /> - Checkout pages<br /> - Events<br /><ul><li>Set up filters for internal traffic
  122. 122. Create multistep funnels and goals
  123. 123. Create custom segments
  124. 124. Tie in Adwords accounts
  125. 125. UTM Tagging
  126. 126. Compile master email report</li></li></ul><li>OptimisingBlogs, Websites And Social Media ForSearch<br />Analytics: Goldladder Call Tracking<br /><ul><li>‘’pool’’ telephone number is assigned per web session
  127. 127. Incoming source is tied to web session
  128. 128. If number called, stats are injected into analytics
  129. 129. Subsequent page visit/ actions recorded
  130. 130. Call audio can be recorded/ saved</li></li></ul><li>OptimisingBlogs, Websites And Social Media ForSearch<br />Thanks for listening!<br />Goldladder.co.uk<br />Innovations centre, phase 2 floor 1<br />info@goldladder.co.uk<br />01392 275554<br />@goldladder<br />
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