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Widgets & Seo For Digital Publishing
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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