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Goldladder SEO Presentation
 

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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    Goldladder SEO Presentation Goldladder SEO Presentation Presentation Transcript

    • Optimising Blogs, Websites And Social Media For SearchMatt DavidsonGoldladder Ltd
    • OptimisingBlogs, Websites And Social Media ForSearch
      Goldladder Ltd:
      • 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.
    • OptimisingBlogs, Websites And Social Media ForSearch
      Then:
      • First ‘’true’’ search engines: Google, Inktomi, Alta Vista and Yahoo.
      • Simple architecture/ meta data.
      • Search marketing platforms from Overture and Espotting
      • Analytics mainly server-based
      • Platforms: Desktop search. Pre-broadband!
    • OptimisingBlogs, Websites And Social Media ForSearch
      Now:
      • Search Engines: Google, Bing, Facebook and Twitter, plus location/mobile.
      • Search marketing platforms Adwords, Yahoo & Facebook
      • Analytics: session/cookie based
      • 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.
    • OptimisingBlogs, Websites And Social Media ForSearch
      Visability:
      • Ranking
      • Reach
      • Rating
      • Following
      • Trust
      • Authority
      • POI
    • OptimisingBlogs, Websites And Social Media ForSearch
      Search based activity:
      • Keyword
      • Profile interest/ hobby
      • Asking friends/ followers
      • Forum question
      • Automated recommendation
      • Location Information
      • Directory search
      • News or feed request
      • Online journey
    • OptimisingBlogs, Websites And Social Media ForSearch
      Information:
      • Website structure
      • Blog post / web page
      • Profile
      • PR / White paper
      • Status update/ Tweets
      • Blog comments
      • Forum participation
      • Ad network
      • Product / service types
      • Map and directory entries
    • OptimisingBlogs, Websites And Social Media ForSearch
      Signals:
      • Link quality
      • Link relevancy
      • Structural order / importance
      • Popularity
      • Authority/ quality
      • Likes / votes / sharing
      • Citations
      • Trending
      • Semantic information
    • 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.
    • OptimisingBlogs, Websites And Social Media ForSearch
      1. Research
    • OptimisingBlogs, Websites And Social Media ForSearch
      Google Research
      Google: ‘external keyword tool’
      • Use negative filters
      • Tick ‘’only show...’’ box
      • Select location/ local searches
      • Good for ‘longtail’
      Ads.youtube.com/keyword_tool
      Google: ‘Trends’
    • OptimisingBlogs, Websites And Social Media ForSearch
      Facebook Research
      Facebook.com/ads/create
      • Shows size of potential audience
      • Can target users of other pages, events, groups or apps
      • Based on likes and interests
      • 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
      • Use to optimise for any search pages that produce local/map results
      • Also use external KW tool
      • And google searches set to location
    • OptimisingBlogs, Websites And Social Media ForSearch
      Twitter Research
      Search.twitter.com/advanced
      • Locality: use ‘near:’
      • Search for  or 
      • Find people who need advice or services in your area
      • Look at messages to a large company from local people and offer your solution instead
      Hashtags.org
      Tweetbeep.com
    • OptimisingBlogs, Websites And Social Media ForSearch
      2. Create
    • OptimisingBlogs, Websites And Social Media ForSearch
      Basic SEO #1: Structure
      • Content silo approach
      • Quantity no longer a factor
      • ‘’silo’’ navigation and linking
      • Inject rotating content into pages
      • Keep it simple and logical
      • Call to actions on each page
    • OptimisingBlogs, Websites And Social Media ForSearch
      Basic SEO #2: URL Formation
      • www.armandos.com
      • www.armandos.com/accountancy/
      • www.armandos.com/accountancy/services
      • www.armandos.com/accountancy/planning
      • www.armandos.com
      • www.armandos.com/tax/
      • www.armandos.com/tax/returns
      • www.armandos.com/tax/advice
      No subdomains!
    • 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
    • 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
      • Look at HTML 5 in place of flash or Java/ pop-ups.
      • Use Google Webmaster Tools and Analytics
      • Use 301 redirects if content is moved or site design is new.
      • 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
    • 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
    • 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.
    • 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
    • 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"
    • OptimisingBlogs, Websites And Social Media ForSearch
      Facebook Optimisation:
      Open Graph Object Types:
    • 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’
    • OptimisingBlogs, Websites And Social Media ForSearch
      3. PPC Networks
    • 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
    • OptimisingBlogs, Websites And Social Media ForSearch
      Main PPC Platforms:
      Google Adwords
      MSN Adcenter
      Facebook
      LinkedIn
      Baidu
    • OptimisingBlogs, Websites And Social Media ForSearch
      PPC Basics #1:
      Find the right people
      • Standard Google KW settings can trigger unwanted ad displays (broad-match)
      • Use ‘search string’ reports to understand actual phrases people use
      • Add negatives or set to exact match
      • 1 ad per 5 – 10 keywords
      • Be specific in your ad
      • 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
      • You can pay less per click than a higher – positioned competitor
      • Ensure relevancy in keyword, ad and landing page
      • A/B test ads continuously
      • 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
      • Geo-target ad delivery for location an map inclusions
      • Ads on mobile sites in a given area can be triggered.
      • Use click-to-call, no website required
      • Click-to-app, Itunes and Android Markets
      • 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
      • Build a cookie-identified audience of any visitor that starts conversion process but does not complete
      • Target ads across display network to this visitor
      • Set delivery frequency/ cookie length
      • Delay ad trigger for subscription reminders etc.
    • OptimisingBlogs, Websites And Social Media ForSearch
      4. Measure and improve
    • 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
    • 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
    • OptimisingBlogs, Websites And Social Media ForSearch
      Analytics: Tools
      • Google Analytics
      • Google Urchin (server based)
      • PPC Conversion Code
      • Alterian SM2 / Radian6
      • Facebook insights
      • Google Alerts / Tweetbeep
      • Weblogs
      • Google Webmaster Tools
      • Ask visitors!
    • OptimisingBlogs, Websites And Social Media ForSearch
      Analytics: Google Analytics Setup
      • Correctly install code
      - Subdomains
      - Checkout pages
      - Events
      • Set up filters for internal traffic
      • Create multistep funnels and goals
      • Create custom segments
      • Tie in Adwords accounts
      • UTM Tagging
      • Compile master email report
    • OptimisingBlogs, Websites And Social Media ForSearch
      Analytics: Goldladder Call Tracking
      • ‘’pool’’ telephone number is assigned per web session
      • Incoming source is tied to web session
      • If number called, stats are injected into analytics
      • Subsequent page visit/ actions recorded
      • 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