Widgets & SEO Fragmentation, transformation, distribution

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

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

Unlimited shelf space?

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

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

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”

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”

Think about where your users really are… Search Social Aggregators Delicious StumbleUpon Twitter Facebook Digg Publish SEO Editorial Feeds Upload

Anatomy of web traffic Blogs & Aggregators Social Networks Search Network Your website

The reach of a typical website

The reach of social networks

The reach of search networks

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

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”

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

Using widgets for natural search:

Linkable elements

Frame

Image

Content

Webmaster tools

Widget titles

Keyword feeds

Continuous update

Targeted

Iframe Vs Javascript

Locate relevant placements

Discover new keywords

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

Universal search Videos embedded in results

First page result for original video pages

First page result on multiple properties (e.g. main site, youtube channel & facebook group)

Well dugg submissions push stories to top of results

Digg submissions embedded in results

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

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

Thanks for listening! Jonathan Allen [email_address] Twitter.com/jc1000000 Linkedin.com/in/jc1000000

Thanks for listening!

Jonathan Allen

[email_address]

Twitter.com/jc1000000

Linkedin.com/in/jc1000000