7 Steps to Ranking When it Matters!<br />
Presented by….<br />Paul Reilly. Head of Search - Stickyeyes<br />Nick Garner. Head of SEO - Unibet<br />
Paul Reilly. Head of Search - Stickyeyes<br />As Head of Search at Stickyeyes it is my responsibility to ensure all our cl...
Step 1 – Your moment of realisation <br />
It's the day you decide to make money online.<br /><ul><li>Sort out your ethics.
There is no Black or White Hat SEO.
There are only sustainable, profitable results. </li></li></ul><li>Google loves money. Auction intensity…! <br />
Google loves money. Auction intensity… <br />
Google don’t like you, gaming the algo.<br /><ul><li>   They say, a link is an ‘earned vote’.
   They say, more ‘votes’ , higher rankings.
   We get ‘votes’, we rank, we take from Google. </li></ul>;-)<br />
Unsustainable ‘vote’ building.<br /><ul><li>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</li></li></ul><li>Sustainable  ‘vote‘ building<br /><ul><li>Get the best callin...
Link build in line with your category (normalization etc)
Keep your link building 'socially acceptable'
BUILD A BRAND (if you can) </li></li></ul><li>How Google likes those ‘votes’ structured <br />
Step 2 – 6 Months to go<br />Time<br />
You’re lucky, you know its coming<br />World Cup all time traffic<br />World Cup 2010 Traffic<br />
Think ahead and organize your site. <br /><ul><li>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</li></li></ul><li>Think ahead and organize your link building:<br /><ul><li>Get your inbound link ...
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</li></li></ul><li>Quiz time!  <br />
Step 3 – 4 Months to go<br />Time<br />
It’s ‘Campaign’ Link Building Time<br /><ul><li>Do your 'always on' link building, but step it up from now
Make your efforts progressive
Make the link acquisition graph look natural</li></li></ul><li>Step 4 – 3 Months to go<br />Time<br />
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SEO Masterclass: Rank on Big Money Events

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Join our exclusive SEO master class and learn the secrets to ranking when it really matters. This is a rare opportunity to learn from two of iGaming's most respected SEOs, where they will cover winning offers and promotions that drive acquisitions and tactics to optimise your search campaigns for specific events and strategies on planning ahead to achieve maximum ROI. Having the strongest and most accurate metrics for campaign tracking, practical tips, including advice on how to make money now. Session Highlight: Google said it was the "biggest betting event ever", discover the simple '7 step event strategy' and learn how these SEO veterans made a fortune on the World Cup when it mattered most.

Paul Reilly, Head of SEO, Stickyeyes
Nick Garner, Head of Search and Social Media Acquisition, Unibet

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SEO Masterclass: Rank on Big Money Events

  1. 1. 7 Steps to Ranking When it Matters!<br />
  2. 2. Presented by….<br />Paul Reilly. Head of Search - Stickyeyes<br />Nick Garner. Head of SEO - Unibet<br />
  3. 3. Paul Reilly. Head of Search - Stickyeyes<br />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<br />Nick Garner. Head of Search - Unibet<br />I work as an SEOer for Unibet. I get results when I think like an affiliate. <br />I cannot comment on whether have personally done what you are about to see. <br />
  4. 4. Step 1 – Your moment of realisation <br />
  5. 5. It's the day you decide to make money online.<br /><ul><li>Sort out your ethics.
  6. 6. There is no Black or White Hat SEO.
  7. 7. There are only sustainable, profitable results. </li></li></ul><li>Google loves money. Auction intensity…! <br />
  8. 8. Google loves money. Auction intensity… <br />
  9. 9. Google don’t like you, gaming the algo.<br /><ul><li> They say, a link is an ‘earned vote’.
  10. 10. They say, more ‘votes’ , higher rankings.
  11. 11. We get ‘votes’, we rank, we take from Google. </li></ul>;-)<br />
  12. 12. Unsustainable ‘vote’ building.<br /><ul><li>Being too aggressive
  13. 13. Throwing a load of money at low quality link building
  14. 14. Being too desperate/wasting your time
  15. 15. Spamming like its 2003
  16. 16. Only playing to the weaknesses of the algo</li></li></ul><li>Sustainable ‘vote‘ building<br /><ul><li>Get the best calling card possible
  17. 17. Link build in line with your category (normalization etc)
  18. 18. Keep your link building 'socially acceptable'
  19. 19. BUILD A BRAND (if you can) </li></li></ul><li>How Google likes those ‘votes’ structured <br />
  20. 20.
  21. 21.
  22. 22.
  23. 23. Step 2 – 6 Months to go<br />Time<br />
  24. 24. You’re lucky, you know its coming<br />World Cup all time traffic<br />World Cup 2010 Traffic<br />
  25. 25. Think ahead and organize your site. <br /><ul><li>Build in the sections of the site and add placeholder content
  26. 26. mysite.com/my-big-event/
  27. 27. mysite.com/other-related-content/
  28. 28. Events have patterns
  29. 29. Build around the spikes</li></li></ul><li>Think ahead and organize your link building:<br /><ul><li>Get your inbound link architecture sorted out
  30. 30. Get a stash of links you can employ:
  31. 31. Link bait content within a subfolder for future 301 redirecting of links
  32. 32. The usual base link building</li></li></ul><li>Quiz time! <br />
  33. 33.
  34. 34.
  35. 35.
  36. 36. Step 3 – 4 Months to go<br />Time<br />
  37. 37. It’s ‘Campaign’ Link Building Time<br /><ul><li>Do your 'always on' link building, but step it up from now
  38. 38. Make your efforts progressive
  39. 39. Make the link acquisition graph look natural</li></li></ul><li>Step 4 – 3 Months to go<br />Time<br />
  40. 40. ARRRRRRRRGHHHHHH!!!!!<br />*uck !!!!!!<br />
  41. 41. Step 5 – 2 Months to go<br />Time<br />
  42. 42. Audit, organize potential redirects, set up conversion points<br /><ul><li>Site audit
  43. 43. Identify potential redirects
  44. 44. Banner code for conversion points.</li></li></ul><li>Step 6 – 5 days to go<br />Time<br />
  45. 45. Time to hit it!!! (4 days before event)<br /><ul><li>Perform timed redirection for maximum impact
  46. 46. Links, links, links</li></li></ul><li>Step 7: On the day<br />Time<br />
  47. 47. Just Right  <br />Too Early! <br />Eng V USA<br />
  48. 48. $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$ See the Money !!!!! $$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$<br />See The Money!!! <br />
  49. 49. That’s SEO folks<br />
  50. 50. Oh, and BTW…<br /><ul><li>I’m after international European affiliates to partner with. ( I have the money, you have the local know how )
  51. 51. Links</li></ul>I’m easy to find (& I love a deal) : <br /><ul><li>nick.garner@unibet.com / 0044 7814 029 751
  52. 52. http://nickgarner.co.uk(if you want to check me out)</li></li></ul><li>Notes <br />
  53. 53. Notes: General rules of thumb<br /><ul><li>If you want to be on Google's website, then don't contaminate the internet too much.
  54. 54. Hiring the wrong people to link build. And giving them the wrong metrics to work to i.e. X number of links for Y $$
  55. 55. Link building is a qualitative thing.</li></ul>Sites worth checking out for link building<br /><ul><li>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/
  56. 56. Sites like wickedfire are ok, but be prepared to wade through a lot of noise http://www.wickedfire.com/traffic-content/</li></li></ul><li>Notes: Internal redirections<br />Do an audit of the site, looking for the best places for rediricts and dropping links.<br />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<br />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<br />From this time, drop in those links into your body content from teh selected pages.<br />On the redirects, its a case of picking the low traffic pages that are generally subject related, that wont rank for the money phrases. <br />
  57. 57. Notes: Setting up conversion points <br /><ul><li> Add your include code to show your takeover banners on D-day and comment them out.
  58. 58. 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.
  59. 59. Moving into towards D-day…
  60. 60. 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.</li>
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