Getting To The Top Of Google

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Jon's talk at BRAVE Bristol, August 2013

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Getting To The Top Of Google

  1. 1. We‟re Live Tweeting - @NoisyMonkey
  2. 2. SEARCH ENGINE OPTIMISATION GETTING LOADS OF VISITS FROM GOOGLE
  3. 3. NOISY LITTLE MONKEY • With a unique hybrid of search optimisation, social media marketing, creative flair and technical wizardry, we drive traffic, enquiries and sales Specialising in online activity, maximising conversions from offline SEARCH & SOCIAL MEDIA MARKETING
  4. 4. consult research traindo report
  5. 5. Over 80businesses, charities and gov‟t bodies in EU, USA & Africa WHO’D TRUST A MONKEY?
  6. 6. review links contentsocial brand
  7. 7. This is Google‟s search page in 2001. Getting no 1 on here was easy. NO 1 ON GOOGLE ISN’T THE GOAL TODAY
  8. 8. Getting No 1 on here? Which bit actually is No 1? THINGS. NOT STRINGS.
  9. 9. INTRODUCING THE KNOWLEDGE GRAPH http://www.youtube.com/watch?v=mmQl6VGvX-c
  10. 10. BACK TO SKOOL HOW DOES GOOGLE WORK?
  11. 11. HOW DOES GOOGLE SEARCH WORK? http://www.youtube.com/watch?v=BNHR6IQJGZs
  12. 12. LINKS? The bits of a web page that, when clicked, will take you to another web page or fire off an event
  13. 13. INTERNAL LINKS When page a links to page b, page a bestows some of its authority onto page b www.yoursite.com/page-a www.yoursite.com/page-b
  14. 14. OUTBOUND LINKS You‟re saying to your visitors (and Google), “Hey, you can trust this other site, because I do” www.yoursite.com/page-a www.anothersite.com/page-b
  15. 15. YOU’VE PROBABLY HEARD THIS ONE E MORE LINKS YOU HAVE, THE HIGHER YOU WILL RAN
  16. 16. THAT’S BULL! http://www.flickr.com/people/oli/
  17. 17. INBOUND LINKS Cool! So long as this other site is trusted and not nasty / spammy www.yoursite.com/page-a www.anothersite.com/page-b
  18. 18. RECIPROCAL LINKS Beloved of „SEO‟ companies. Unless there is a „real world‟ partnership , you could be penalised by Google www.yoursite.com/page-a www.anothersite.com/page-b
  19. 19. Your site BBC lots of links to it, so it has lots of authority Local Chamber of Commerce Few people link to it, but those that do are trustworthy Link Farm Loads of links to it, but mainly reciprocal and quite a few questionable links LINKS PASS AUTHORITY Cultivate links from trusted websites, they pass more authority
  20. 20. Your site BBC Local blog Business partner Local press Trade magazine Local Chamber of Commerce LINKS PASS AUTHORITY A diverse, but relevant, set of linking websites is best
  21. 21. DON’T WASTE HOMEPAGE LINKS Don‟t waste „Google juice‟ on privacy policy, terms and conditions, etc www.yoursite.com/index www.yoursite.com/stuff-the-customer-buys
  22. 22. GET INBOUND LINKS TO IMPORTANT PAGES Your homepage will always rank well, so give deeper, important pages some love www.yoursite.com/stuff-the-customer-buys www.anothersite.com/page-b
  23. 23. KEEP IT NATURAL • Number 5 on Google UK • Number 1 on Google UK • Number 8 on Google UK http://www.google.co.uk/search?&q=trampolines Is this reflected on news sites, social media, search volumes?
  24. 24. HOW TO GET MORE LINKS QUALITY AND RELEVANCE ARE KEY
  25. 25. HTTP://WWW.OPENSITEEXPLORER.ORG/ APPLY COMMON SENSE TO THESE RESULTS! WHO LINKS TO YOUR COMPETITORS?
  26. 26. GET INVOLVED, GET LINKS • Discussion forums (be a really useful engine) • Research (white papers, or mine your data) • Social bookmarking (reddit, stumbleupon, etc) • Comment on industry blogs • Why not start your own blog? Because your visitors and Google love fresh, up to date content!
  27. 27. GET INVOLVED, GET LINKS • Discussion forums (be a really useful engine) • Research (white papers, or mine your data) • Social bookmarking (reddit, stumbleupon, etc) • Comment on industry blogs • Why not start your own blog? Because your visitors and Google love fresh, up to date content!
  28. 28. GOOGLE READS ALL YOUR CONTENT QUALITY AND RELEVANCE ARE KEY (AGAIN)
  29. 29. gA site that is accessible makes the web a better place for everyone. This is a good thing. HOW DOES GOOGLE DETERMINE RELEVANCE? Looks pretty, AND made with code and text = Accessible, good experience Looks pretty, but is all images. (Even the words, they are part of the image, as if you‟d taken a photograph of a motorway sign). Not computer readable = Inaccessible, poor experience The code and text returns below, but this is really, really bad.
  30. 30. http://www.noisylittlemonkey.com/top-5-trustworthy-and-free-seo-resources/ HOW DOES GOOGLE DETERMINE RELEVANCE?
  31. 31. gDon‟t change your domain name to match a popular search without setting up 301 redirects first DOMAIN LEVEL INDICATORS
  32. 32. gIf your website isn‟t built like this, you need to get a new website. Seriously. SEARCH TERMS IN THE FILE PATH
  33. 33. This also shows on Google‟s results page, so make it snappy, useful and attract the click! SEARCH TERMS IN THE PAGE TITLE
  34. 34. Make sure your site is accessible for blind people – label all images SEARCH TERMS IN THE ALT TEXT
  35. 35. gMake sure your site is accessible for blind people – this mustn't be an image! AND don’t waste the space by saying ‘Welcome to our site’ SEARCH TERMS IN THE PAGE HEADLINE
  36. 36. Use synonyms and keep it readable for humans. Don‟t just stuff search terms in here SEARCH TERMS IN THE COPY
  37. 37. View Source to see it. Right click white space in Chrome / Firefox / Safari and select “View Source” A META DESCRIPTION WHICH ATTRACTS THE CLICK Becomes this on Google
  38. 38. YOUR PAGE MATCHES A SEARCH WHEN IT IS GOOD QUALITY AND HIGHLY RELEVANT
  39. 39. I don’t know how people search http://www.flickr.com/people/el_momento_i_sitio_apropiados/ model: su novia
  40. 40. ghttp://www.google.com/trends/ MAYBE I CAN HELP? Compare volumes… ignore the numbers
  41. 41. g Thanks, Google! http://www.flickr.com/people/el_momento_i_sitio_apropiados/ model: su novia
  42. 42. Search Demand Curve courtesy of SEOmoz AIM LOW(ISH). SERIOUSLY.
  43. 43. YOU NEED TO BE A WEBMASTER GOOGLE & BING REQUEST IT
  44. 44. I FIND YOUR LACK OF SITEMAPS DISTURBING
  45. 45. WEBMASTER TOOLS • Sign up in YOUR name (not your web developer‟s) • Follow the instructions to verify your site • On some CMS you can verify yourself – If not, send the files to your developer • Submit Sitemap.xml to both (http://www.xml-sitemaps.com/) • Learn some cool stuff! GOOGLE & BING WANT TO HELP YOU www.google.com/webmasters/ & www.bing.com/toolbox/webmaster
  46. 46. GOOGLE IS WATCHING YOU AND YOUR FRIENDS
  47. 47. Word cloud of @NoisyMonkey‟s last 20 tweets WHAT ARE YOU TALKING ABOUT?
  48. 48. Word cloud of Noisy Little Monkey‟s Facebook page in January WHAT ARE YOU TALKING ABOUT?
  49. 49. Word cloud of Noisy Little Monkey‟s Google+ page WHAT ARE YOU TALKING ABOUT?
  50. 50. Word cloud of Noisy Little Monkey‟s Blog for the last 6 months WHAT ARE YOU TALKING ABOUT?
  51. 51. Sharing diagram of http://theoatmeal.com/sopa WHO SHARES YOUR STUFF?
  52. 52. BEHAVE LIKE A TRUSTED BRAND NOT A „THIN AFFILIATE‟
  53. 53. Have real addresses, geographic phone numbers REAL BRANDS
  54. 54. gHave real about us pages, that link to relevant social networks REAL BRANDS
  55. 55. gHave employees on LinkedIn (& www.freebase.com) REAL BRANDS
  56. 56. gAre paid up members of trade associations and pay for link(s) on Yell REAL BRANDS
  57. 57. Get branded search volume because of offline marketing & communications REAL BRANDS
  58. 58. Google doesn‟t mess with it‟s results pages lightly. There are NO ADS! GET YOUR BUSINESS ON GOOGLE+
  59. 59. REAL BRANDS GET THEIR SOCIAL ON BUT THAT‟S A WHOLE OTHER KETTLE OF SLIDES
  60. 60. http://googleblog.blogspot.co.uk/2012/08/building-search-engine-of-future-one.html THINGS. NOT STRINGS.
  61. 61. TAKE AWAYS
  62. 62. UNDERSTAND THAT SEO = N Great content is what gets you great rankings http://www.stochasticgeometry.ie/wp-content/uploads/2009/10/snakeoil.jpg?w=257
  63. 63. TAKE AWAYS • Do search term research (Google Insights) • Insert relevant search terms on each page • Create great content - attract links & mentions • Seed new content socially • Improve pages that cause exits
  64. 64. GET THE SLIDES: Go To Our Website ASK: @MrJonPayne ASK: @NoisyMonkey

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