SEO Masterclass: Rank on Big Money Events

7 Steps to Ranking When it Matters!

Presented by….
Paul Reilly. Head of Search - Stickyeyes
Nick Garner. Head of SEO - Unibet

Paul Reilly. Head of Search - Stickyeyes
As Head of Search at Stickyeyes it is my responsibility to ensure all our clients enjoy the highest possible return on investment and capitalize on opportunities
Nick Garner. Head of Search - Unibet
I work as an SEOer for Unibet. I get results when I think like an affiliate.
I cannot comment on whether have personally done what you are about to see.

Step 1 – Your moment of realisation

It's the day you decide to make money online.
Sort out your ethics.
There is no Black or White Hat SEO.
There are only sustainable, profitable results.

Google loves money. Auction intensity…!

Google loves money. Auction intensity…

Google don’t like you, gaming the algo.
They say, a link is an ‘earned vote’.
They say, more ‘votes’ , higher rankings.
We get ‘votes’, we rank, we take from Google.
;-)

Unsustainable ‘vote’ building.
Being too aggressive
Throwing a load of money at low quality link building
Being too desperate/wasting your time
Spamming like its 2003
Only playing to the weaknesses of the algo

Sustainable ‘vote‘ building
Get the best calling card possible
Link build in line with your category (normalization etc)
Keep your link building 'socially acceptable'
BUILD A BRAND (if you can)

How Google likes those ‘votes’ structured

Step 2 – 6 Months to go
Time

You’re lucky, you know its coming
World Cup all time traffic
World Cup 2010 Traffic

Think ahead and organize your site.
Build in the sections of the site and add placeholder content
mysite.com/my-big-event/
mysite.com/other-related-content/
Events have patterns
Build around the spikes

Think ahead and organize your link building:
Get your inbound link architecture sorted out
Get a stash of links you can employ:
Link bait content within a subfolder for future 301 redirecting of links
The usual base link building

Quiz time!

Time

It’s ‘Campaign’ Link Building Time
Do your 'always on' link building, but step it up from now
Make your efforts progressive
Make the link acquisition graph look natural

Time

ARRRRRRRRGHHHHHH!!!!!
*uck !!!!!!

Time

Audit, organize potential redirects, set up conversion points
Site audit
Identify potential redirects
Banner code for conversion points.

Step 6 – 5 days to go
Time

Time to hit it!!! (4 days before event)
Perform timed redirection for maximum impact
Links, links, links

Step 7: On the day
Time

Just Right 
Too Early!
Eng V USA

$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$ See the Money !!!!! $$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
See The Money!!!

That’s SEO folks

Oh, and BTW…
I’m after international European affiliates to partner with. ( I have the money, you have the local know how )
Links
I’m easy to find (& I love a deal) :
nick.garner@unibet.com / 0044 7814 029 751
http://nickgarner.co.uk(if you want to check me out)

Notes: General rules of thumb
If you want to be on Google's website, then don't contaminate the internet too much.
Hiring the wrong people to link build. And giving them the wrong metrics to work to i.e. X number of links for Y $$
Link building is a qualitative thing.
Sites worth checking out for link building
Hang out on sphinn. There is some great tutorial info there ref: http://sphinn.com/hot/LinkBuilding/ and of course webmaster world: http://www.webmasterworld.com/link_development/
Sites like wickedfire are ok, but be prepared to wade through a lot of noise http://www.wickedfire.com/traffic-content/

Notes: Internal redirections
Do an audit of the site, looking for the best places for rediricts and dropping links.
site: keyword excl section x i.e. show me the most relevant parts of the siteexcluding this folder http://www.googleguide.com/advanced_operators.htm
query: site:betting.betfair.com world cup -site:betting.betfair.com/world-cup-betting/ - go through analytics and pick the low traffic on topic pages you want to sacrifice / link for
From this time, drop in those links into your body content from teh selected pages.
On the redirects, its a case of picking the low traffic pages that are generally subject related, that wont rank for the money phrases.

Notes: Setting up conversion points
Add your include code to show your takeover banners on D-day and comment them out.
For the banners, DON'T use HTML - Just use stuff that engines don't like to crawl. / gif / jpeg / flash. its important not to have 'words' that could accidently mess your on site optimisation.
Moving into towards D-day…
Keep an eye on webmaster tools - track those rankings - regularly check that your site is clean ( I have seen a ton of malware attacks recently) - monitor the traffic and keywords your '301 doner pages' have. And your analytics.

SEO Masterclass: Rank on Big Money Events

by iGB Affiliate on Oct 15, 2010

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SEO Masterclass: Rank on Big Money Events — Presentation Transcript