Brighton SEO September 2013 - Technical Internet Marketing - Katrina Gallagher @Digitangle
•
2 likes•4,885 views
Tech holes in your reporting, social media, Pay per Click & SEO. A quick blast of technical bits that you might be missing across your Internet Marketing - e.g. settings in Analytics beyond the basics, structured data, Opengraph & PPC.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Brighton SEO September 2013 - Technical Internet Marketing - Katrina Gallagher @Digitangle
Similar to Brighton SEO September 2013 - Technical Internet Marketing - Katrina Gallagher @Digitangle (20)
More from Digitangle
More from Digitangle (8)
Recently uploaded
Recently uploaded (20)
Brighton SEO September 2013 - Technical Internet Marketing - Katrina Gallagher @Digitangle
- 1. @Digitangle Technical Internet Marketing Katrina Gallagher Brighton SEO 12/09/2012
- 4. @Digitangle SEO Our pie shop in Brighton makes delicious Brighton pies. Come to our Brighton pie shop, and have cheap pies in Brighton. Victims: Engagement, Conversion rate, Brand
- 5. @Digitangle Conversion Rate Optimisation Var 1 Person A Person B Person C Var 2 Person D Person E Person F Goal
- 6. @Digitangle Conversion Rate Optimisation Tools Live chat (e.g. Olark or Liveperson.com) Split testing (e.g. Google Analytics Content Experiments) Exit surveys (e.g. Iperceptions) Avoid Duplicate Content Penalties Pick one version & use the rel=canonical tag Use the noindex meta tag on any variant urls Search for your variant urls using the site: search operator… if you find any... Use Google Webmaster tools to remove any variants Check your page load time & whether your pages work with JavaScript turned off. (google page speed analysis) http://www.conversion-rate-experts.com
- 7. @Digitangle Restructure/Domain move/Redesign Suggest testing a section first. Tools to assist: • Microsoft IIS SEO Tool (SEO errors, multiple redirects, dupe content) • Majestic SEO (find backlinks to old site – contact to update) • Screaming frog (similar to Microsoft tool) • CRO tools to assess change before rolling out (suggested earlier) • Webmaster tools change of address • 404 pages & 301 redirects http://www.virante.org/blog/2013/02/12/website-migration-checklist/
- 8. @Digitangle Feedback Rich Snippets / Microformats • Review Text • Review Value / Score • Reviewer Name Aggregate review • Average Review Value Schema.org/Review
- 9. @Digitangle Social Media Likes on your webpage ≠ Facebook brand page likes Google +1’s for a url ≠ Google+ Business Page Followers Tools: • Sharethis • Everpost • Formulists • Pagemondo • Hootsuite
- 10. @Digitangle Social Media Embed Twitter mentions and customer comments. More > Embed Tweet
- 11. @Digitangle Facebook In the same way, you can embed Facebook customer comments or featured posts.
- 12. @Digitangle Opengraph • Add Opengraph so that your titles are a bit more social friendly. • You can also specify an image to pull though. • You can tell open graph what your facebook url is • For Wordpress - use Yoast SEO plugin (this also allows you to add your twitter card)
- 13. @Digitangle Auto-posting to social NextScripts: Social Networks Auto Poster PRO Multi Account allows G+ posting($49)
- 14. @Digitangle Auto-Publish to Email Great if you’re time starved, but remember that segmented emails drive 18 times more revenue than broadcast emails (Source: Jupiter Research via Hubspot) So you could consider RSS feed by category -> segment of your email list
- 15. @Digitangle Analytics - Social Add the following to your social buttons: _trackSocial(network, socialAction, opt_target, opt_pagePath) e.g. _gaq.push(['_trackSocial', 'facebook', 'like', 'http://www.brightonseo.com']); The Google+ Badge & +1 Button, and a lot of social plugins do this automatically.
- 16. @Digitangle Analytics – Email & Offline e.g. http://www.brightonseo.com/? utm_source=newsletter&utm_medium=email&utm_campaign=rss-newsletter + URL Shortener
- 18. @Digitangle Website Speed • Gzip Compression • Content Caching • Content Delivery Network • Decent hosting • Limit plugins & scripts • Optimise media • Etc..
- 19. @Digitangle Identify your weakness Product Quality Differentiation Story Brand Design Visual appeal Conversion Analysis Tracking Customer feedback Results Competitors Advertising Tracking Brand SEO On-site Content Technical Off-site Links Social
- 20. @Digitangle Further Reading• http://www.jeffalytics.com/best-wordpress-plugin-social-media-auto-posting/ • https://developers.google.com/analytics/devguides/collection/gajs/methods/ gaJSApiSocialTracking • http://www.conversion-rate-experts.com/cro-tips/ • http://seogadget.com/conversion-rate-optimisation/ • https://support.google.com/analytics/answer/1033867?hl=en-GB • https://developers.google.com/analytics/devguides/collection/android/v2/ campaigns#google-play-url-builder • http://mailchimp.com/features/rss-to-email/ • http://www.hubspot.com/marketing-resources/marketing-statistics • http://tools.pingdom.com/ • http://yslow.org/ • http://developers.google.com/speed/pagespeed/insights/ • http://yoast.com
- 21. @Digitangle Thanks for listening! Katrina Gallagher
Editor's Notes
- I’m Katrina Gallagher from Digitangle, and for me, SEO is the centre of the integrated marketing universe.
- Marketing can be like an assault course… have you ever worked on a successful SEO campaign, only to find that the company are rebranding, relocating, changing focus or implementing a new, ‘clean’ and minimalist?. I bet we have all experienced this type of nightmare. Sometimes you’ve got to justify a change of plan or prepare your boss or client for the results. < NOT SURE WHAT THIS MEANS? Today I want to talk about some common technical pitfalls - looking how to evaluate the options, and use tools to make life a little easier and more effective.
- Customer feedback and analytics can help you figure out why you’re fighting an uphill battle in your link building campaign. Great design and good content can improve conversion rates & make link building easier. But there are knock on effects of the different disciplines. Basically, what I am saying is that if you look at marketing as a whole it is greater than its individual parts.
- Taken to the extreme, if you look at any element of marketing in isolation it IS ugly… unless you’re looking purely at the design… then it’s probably a beautiful work but likely very hard to market. If you’re effectively driving traffic for your target terms, but conversion rate and engagement are low, then user feedback and AB testing can help turn visitors into customers. The same can be said for having a conversation with a designer or copywriter in many cases. < I wonder whether the last sentence can be dropped?
- Conversion rate optimisation can be hugely beneficial – if you double your conversion rate, your turn over will increase – sounds great right? But remember that an increase turn over can massively increase revenue (you may want to check as its not always the same but in general 50% turn over increase is more like 60% increase in profits as you buy more at a lower cost etc)
- Careful you don’t pick up any duplicate content penalties : Pick one version & use the rel=canonical tag Use the noindex meta tag on any variant urls Search for your variant urls using the site: search operator… if you find any Use Google Webmaster tools to remove any variants Check your load time & whether your pages work with JavaScript turned off. Many CRO tools will do this for you, but it doesn’t hurt to check. Have a look at Conversion Rate Experts – they’ve got loads of resources & examples. Maybe need to put the url for CRE on the slide?
- A lot of the social media plugins and conversion rate optimisation tools can slow down a website, which obviously isn’t good for users – and that in turn means its bad for search rankings.
- Restructuring a site or moving domains can be catastrophic for an SEO campaign if not managed well. Maybe worth talking about the importance of setting up useful 404’s and ensuring all old pages if there is a change in address are 301 redirected, and if it’s a new url that you tell GWT Id suggest creating a bit.ly for http://www.virante.org/blog/2013/02/12/website-migration-checklist/ and using that as an example of a great checklist – there are many though
- Make the absolute most out of your feedback - Direct people to your Google+ page or review site such as TrustPilot Copy your reviews and mark them up on your website with Rich Snippets / Microformats You can add individual reviews, and an aggregate scores. Basically, make the most of your feedback.
- Make it easy for people to like and share your content and follow you. Use the most suitable buttons for that section of your website – in the header small ones aer fine, in your content large buttons and box counters work well.
- Embed Twitter mentions and comments – this is especially useful for demonstrating the authenticity of positive customer feedback. It’s also a useful addition for Blog posts, adding an extra depth to your expertise. And showing you as part of the community.
- Make it easy for people to leave reviews. Create a ‘Testimonials’ tab on Facebook. Embed posts or user comments within your website. Huffington Post have compiled a post with a list of their favourite George Takei updates – it makes for an interesting remix of content.
- While you’ll often get a much better response from carefully crafted individual newsletters, if you’re time starved, you could publish a collection of your latest blog posts each week or month. There are still many people who don’t understand or use RSS feeds, and you can’t expect people to keep checking back to your site. Mailchimp has a brilliant RSS to newsletter tool.
- Send the social tracking to the Google Analytics Tracking Code. The Google+ Badge & +1 Button , and a lot of social plugins do this automatically.
- You can track offline & email activity using Google Analytics url builder. Lots of email software tools have this integrated now, and you can wrap the resulting url in a shortened link (e.g. bitly)
- The Apple App Store is a bit of a black whole for data, but you can track properties in the android app market. Similar process to offline and email tracking with a url builder.