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Widgets & Seo For Digital Publishing
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  • Widgets & SEO: Fragmentation, transformation, distribution
 The world of SEO is getting hairier & scarier. 10 years old, Google has appointed themselves judge & jury of ethical link building practices, causing ヤ B lack hats ユ to set traps for their competitors whilst ヤ W hite hats ユ fight back via witch-hunt & committee. Everyone is watching each other watching each other. RSS feeds Splogs. Comment /is/ spam. Facebook in fighting. Social networks scam. Digg is a hole. Twitter tweets for crummy links.Is there anyone, anything, we can turn to?This session on SEO & Widgets will cover alliance building and standing up for yourself in an hostile economy. Outline of what i would discuss: 1. how to build widgets for good seo,__elements__ linkable framelinkable imagechangeable titlescustomisable feedswhat partners / widget distributors need2. using widgets for natural search__strategies that work__discover partnership opps via APIstools as storiestargeted pagesdirectorieswidgets as long tail marketing tactic__case studies__ITJW search boxAAJ & CC widget legalweek jobs3. SEO benefits of incorporating reverse-widgets / widget type components__'share on' buttons__diggdeliciousredditstumbleupon using ad exchanges to build partnerships__widgetising content__youtubebloggers / ifeed / moreover__internal widgets__4. anything else in this space you would like to talk about*why widgets are cool in world of paid links*why apps engines (widgetbox, google apps) are great places to start rethinking partnerships*GOOGLE: what's good for the goose is good for the gander:discuss google weatherbill case study http://www.google.com/analytics/case_study_weatherbill.html https://www.weatherbill.com/tools/secure/home http://www.weatherbill.com/partner http://www.weatherbill.com/learn/widgets

Transcript

  • 1. Widgets & SEO Fragmentation, transformation, distribution
  • 2. Fragmentation
    • SEM / PPC
      • Impressions
    • Traffic ceiling
      • Real estate
    • Query ceiling
      • Relevance
    • Clicks ceiling
      • Engagement
    • Dynamic results
      • Geo-targeting
    • Cost
    • Money
    • Relevancy
    • Competitive advantage
    • Cost effectiveness of discovery
    The problem with search
  • 3. Unlimited shelf space?
  • 4. Transformation
    • Think about where your users really are
      • visiting other sites via SERPs
      • socialising in networks
      • reading blogs
      • mobile
    • Why are they visiting these other destinations?
      • What tools do they need?
      • What platforms are they on?
      • What can you make use of?
      • APIs, apps, blogging, video, socnets, mobile
  • 5. Why are they visiting these other destinations?
    • Downloading / Accessible
    • Web 1.0
      • Webmail
        • SMTP / POP3
      • Web search (Spiders)
      • Filesharing Networks
        • Napster, Limewire
      • Distributed computing
        • Torrent / SETI
    • Uploading / Engaging
    • Web 2.0
      • Feeds
        • XML / RSS
      • Rich interfaces
        • SOAP / AJAX
      • Discovery
        • Wikis
        • Server Side
        • Tags
      • Thin client layers
        • Mobile / iPods / PDAs
        • Blogs
      • Webservices
        • Mashups
        • Widgets
        • APIs
    • Embrace an evolutionary trend in online services.
      • Direct result of broadband
      • Migration from client side processing to server side computing
      • Coming of age: Web ‘page’ metaphor no longer makes any sense
      • “ Doorways” & “Portals” become “Streams” & “Rivers”
  • 6. Think about where your users really are… Search Social Aggregators Delicious StumbleUpon Twitter Facebook Digg Publish SEO Editorial Feeds Upload
  • 7. Anatomy of web traffic Blogs & Aggregators Social Networks Search Network Your website
  • 8. The reach of a typical website
  • 9. The reach of social networks
  • 10. The reach of search networks
  • 11. Distribution
    • Increase SERP real estate
      • Rethink site access points
    • Locate relevant placements
      • Identify partner opportunities
    • Discover new keywords
      • Increase clicks
    • Better value clicks
      • Improve engagement
    • Widgetbox
    • Home-brew
    • Feeds, Apps & APIs
      • Search boxes
      • Linkbait
    • Video
      • Universal search
    • Reverse widget
      • Audience
      • Authority
    • Mobile
      • Update anywhere
    • “ Discover”
    • “ Create”
    • “ Experience”
    • “ Connect”
    • “ Share”
    • “ Empower”
    • “ Interact”
    “ Find, Play and Share ” BBC New Media Strategy / Vision for the Future
  • 12. Increase SERP real estate
    • Using widgets for natural search:
    • Linkable elements
      • Frame
      • Image
      • Content
    • Webmaster tools
      • Widget titles
      • Keyword feeds
      • Continuous update
      • Targeted
      • Iframe Vs Javascript
  • 13. Locate relevant placements
  • 14. Discover new keywords
  • 15. Better value clicks 4.44 4% widget conversion rate % of total referrers Traffic Source 2.7 100 Google 3.2 0.04 Twitter 8.3 0.03 Facebook % PV per user % Google visits Social media
  • 16. Universal search Videos embedded in results
  • 17. First page result for original video pages
  • 18. First page result on multiple properties (e.g. main site, youtube channel & facebook group)
  • 19. Well dugg submissions push stories to top of results
  • 20. Digg submissions embedded in results
  • 21. Takeaways
    • Turn every data source and output combination into feeds
    • Integrate share buttons
    • Build a webmaster tools page
    • Serve widgetbox units as ads
    • Find niche ad exchanges
    • Ask for links back from partners
    • Offer partners authoritative links & content opportunities
    • Use APIs as linkbait
    • Exploit strengths of social media platforms
    • Improve conversions via ambient presence on search engines
  • 22.
    • Thanks for listening!
    • Jonathan Allen
    • [email_address]
    • Twitter.com/jc1000000
    • Linkedin.com/in/jc1000000