SEO Best Practices for 2013 and BeyondAn Overview of Emerging Trends in Natural SearchKeith HorwoodHead of SEO at Found   ...
What we will cover   Getting Technical     Rich Snippets     Authorship   Local & Mobile   Building Content: 2013 & B...
Rich Snippets                     So what is a rich snippet?    “A „snippet‟ is the information that is displayed undernea...
Rich Snippets                It’s not just about reviews!                                               4
Rich Snippets                It’s not just about reviews!                                               5
Rich Snippets                It’s not just about reviews!                                               6
Rich Snippets                          And they’re really easy to implement  itemscope itemtype="http://schema.org/Event">...
Getting Technical – Authorship            Link authors to content – adds trust and authority   Improve authority - CTR  ...
Getting Technical – Authorship                       Guess what? This is easy to do too    Link to Internal Author Pages ...
Rich Snippet Top Tips Use Microdata– Schema.org (HTML5 & Google Recommended) Plugins are available Don’t fake it! Auth...
Local        Do not underestimate the power of Google+ local                                                          11
Local        Use Free Mobile Testing Tools        http://www.howtogomo.com        http://responsive.is/        http://www....
Local        Test With Google’s Mobile Landing Page Templates    http://www.google.com/sites/help/mobile-landing-pages/mlp...
Customer Centric Content                           Content is king. Seriously.              Entertaining   Offers a       ...
Content     Choose the Right Medium – Video Can Produce Results                                                           15
Content          Gather Data - Visualise Data - Curate…                                                   16
Content          Images Are Very Shareable if You Have Originals                                                          ...
Content     Events & Partnerships Can Connect to New Audiences                                                          18
Content          Regular Recipes – Great Images too!                                                19
Content – Where From?       Local Events – Engage With Other Businesses                                                   ...
Content – Where From?        Showcase Your In Imaginative Ways Products                                                   ...
Content – Where From?              Use Your Community                    ASOS                                   22
Content                            Top Tips     Optimise!     Promote!     Re-work & re-purpose     Build relationship...
Content – Top Tips            Evaluate Successes and Failures                                              24
Takeaways  Get the basics right  Engage with your customers &   learn from them  Mobile & Local should be a prime   foc...
Confused?Get in Touch! @eagle8
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Seo Best Practices for 2013

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An overview of emerging trends in Natural search that local businesses need to be aware of.

For a short 15 minute presentation for http://www.teamlondonbridge.co.uk

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  • Introduction – I look at improving the online strategy of companies online. Passion for SEO & digital marketing – -building websites that needed to get top positions for a small business
  • Get more data into search resultsPeople can make decisions quicker. No ranking improvements – but CTR improvements
  • Reviews are the most commonevents, music, places people, organisations
  • Reviews are the most commonevents, music, places people, organisations
  • Reviews are the most commonevents, music, places people, organisations
  • MicrodataThis is eventBut there is a schema for performing arts
  • (if the author has a Google Plus account)
  • Real reviews. – complaints can be filedPlug-in – Yoast for Wordpress – SEO + Video
  • Google Plus Local – Make sure you have a complete presence Make sure your profiles are completed on all local sites- make sure addresses all match up. 0 make sure al details are the same and correct. CITATIONSYelp etcNiches : urban spoon – give little example ?Use all of the Other Quality Local SitesSome will work better than others. Make sure all profiles are complete! Embrace Local Apps – Foursquare etc.Do not underestimate Local Word of Mouth online! Google Analytics – Analyse your Mobile TrafficTest Your Site Mobile Meter, Responsive.isTop TipPhone Number Large and ‘Tappable’ Including as a link will allow calls when tapped….Test landing pages with AdWords!
  • Google Plus Local – Make sure you have a complete presence Make sure your profiles are completed on all local sites- make sure addresses all match up. 0 make sure al details are the same and correct. CITATIONSYelp etcNiches : urban spoon – give little example ?Use all of the Other Quality Local SitesSome will work better than others. Make sure all profiles are complete! Embrace Local Apps – Foursquare etc.Do not underestimate Local Word of Mouth online! Google Analytics – Analyse your Mobile TrafficTest Your Site Mobile Meter, Responsive.isTop TipPhone Number Large and ‘Tappable’ Including as a link will allow calls when tapped….Test landing pages with AdWords!
  • Google Plus Local – Make sure you have a complete presence Make sure your profiles are completed on all local sites- make sure addresses all match up. 0 make sure al details are the same and correct. CITATIONSYelp etcNiches : urban spoon – give little example ?Use all of the Other Quality Local SitesSome will work better than others. Make sure all profiles are complete! Embrace Local Apps – Foursquare etc.Do not underestimate Local Word of Mouth online! Google Analytics – Analyse your Mobile TrafficTest Your Site Mobile Meter, Responsive.isTop TipPhone Number Large and ‘Tappable’ Including as a link will allow calls when tapped….Test landing pages with AdWords!
  • The Right content can help you achieve these goals – by being there at the time when people need informationWhat assets does your organisation have?Video? Images? Great People? Knowledge? Amazing Products? What is currently most popular?Shares? Traffic? Low Bounce Rates? Leads? Customer Response?What reports are from internal site search? Can people find what they need?
  • The Right content can help you achieve these goals – by being there at the time when people need informationPeople now conduct research online before deciding on almost everything. Haircuts, Restaurants, What to Eat for Dinner?
  • The Right content can help you achieve these goals – by being there at the time when people need informationPeople now conduct research online before deciding on almost everything. Haircuts, Restaurants, What to Eat for Dinner?
  • The Right content can help you achieve these goals – by being there at the time when people need informationPeople now conduct research online before deciding on almost everything. Haircuts, Restaurants, What to Eat for Dinner?
  • The Right content can help you achieve these goals – by being there at the time when people need informationPeople now conduct research online before deciding on almost everything. Haircuts, Restaurants, What to Eat for Dinner?
  • The Right content can help you achieve these goals – by being there at the time when people need informationPeople now conduct research online before deciding on almost everything. Haircuts, Restaurants, What to Eat for Dinner?
  • Organise EventsGet involved in Charity workGet in evolved in a local projectsPRGamification: How can You Reward the Best Content? Gamification? Offers? ASOS do this well, and so does SEOMoz
  • Organise EventsGet involved in Charity workGet in evolved in a local projectsPRGamification: How can You Reward the Best Content? Gamification? Offers? ASOS do this well, and so does SEOMoz
  • Organise EventsGet involved in Charity workGet in evolved in a local projectsPRGamification: How can You Reward the Best Content? Gamification? Offers? ASOS do this well, and so does SEOMoz
  • Make Sure Basic Optimisation is Covered – Titles, Descriptions, H1 Tags, URLs.Build Email SubscribersLink Don’t Hide a Blog or Your Content Deep It should be for users, not search engines.Make it easily ShareableMake it display well on MobilesConnect Socially with Others in Same or Similar NichesPromote the Best Content on-site so it is more VisibleIf you have a community, encourage their own sharing through their own channels. Build Relationships. Allow Authoriative Guest ContributorsResearch, research, research! Mark up your video contentUse video sitemaps to assist indexingUse ads & brand awareness videos on YouTubeThink about using services other than YouTube for product or ‘conversion’ videos – Drive traffic to site and not to YoutubeVideo can drive conversions on product pages. Takes more effort but reward is thereRemember: Quality over Quantity!
  • Make Sure Basic Optimisation is Covered – Titles, Descriptions, H1 Tags, URLs.Build Email SubscribersLink Don’t Hide a Blog or Your Content Deep It should be for users, not search engines.Make it easily ShareableMake it display well on MobilesConnect Socially with Others in Same or Similar NichesPromote the Best Content on-site so it is more VisibleIf you have a community, encourage their own sharing through their own channels. Build Relationships. Allow Authoriative Guest ContributorsResearch, research, research! Mark up your video contentUse video sitemaps to assist indexingUse ads & brand awareness videos on YouTubeThink about using services other than YouTube for product or ‘conversion’ videos – Drive traffic to site and not to YoutubeVideo can drive conversions on product pages. Takes more effort but reward is thereRemember: Quality over Quantity!
  • What is important to Fix? How Much Budgets Can You Use? What is the opportunity? All Questions You Need to Ask
  • Transcript of "Seo Best Practices for 2013"

    1. 1. SEO Best Practices for 2013 and BeyondAn Overview of Emerging Trends in Natural SearchKeith HorwoodHead of SEO at Found www.found.co.uk@eagle8 @found_online
    2. 2. What we will cover  Getting Technical  Rich Snippets  Authorship  Local & Mobile  Building Content: 2013 & Beyond 2
    3. 3. Rich Snippets So what is a rich snippet? “A „snippet‟ is the information that is displayed underneath each individual search result. Rich snippets provide additional engaging content & also push your competitors further down the page.” 3
    4. 4. Rich Snippets It’s not just about reviews! 4
    5. 5. Rich Snippets It’s not just about reviews! 5
    6. 6. Rich Snippets It’s not just about reviews! 6
    7. 7. Rich Snippets And they’re really easy to implement itemscope itemtype="http://schema.org/Event"> <a itemprop="url" href="the-tear-thief"> Unicorn Theatre Tickets: <span itemprop="name"> The Tear Thief</span> </a> <meta itemprop="startDate" content="2012-11-29T13:30"> Wed, 11/29/12 1:00 p.m. <div itemprop="location" itemscope itemtype="http://schema.org/Place"> <a itemprop="url" href=“/"> Unicorn Theatre </a> <div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"> <span itemprop="addressLocality">London</span> <span itemprop="addressRegion">UK</span> </div></div> <div itemprop="offers" itemscope itemtype="http://schema.org/AggregateOffer"> Priced from: <span itemprop="lowPrice">£10</span> </div> </div> 7
    8. 8. Getting Technical – Authorship Link authors to content – adds trust and authority Improve authority - CTR Improve rankings – AuthorRank – Google have a patent called ‘Agent Rank’ Remember, this can apply to YouTube content too Side Effects: Better Quality Content Nobody (usually) wants to put their name to poor quality content 8
    9. 9. Getting Technical – Authorship Guess what? This is easy to do too Link to Internal Author Pages with ?rel=author Link from Internal Author Pages to G+ with ?rel=meOR Link directly from articles to the G+ profile https://plus.google.com/authorship 9
    10. 10. Rich Snippet Top Tips Use Microdata– Schema.org (HTML5 & Google Recommended) Plugins are available Don’t fake it! Authorship: Use a good, visible, recognisable headshot. TEST – Google provide a tool http://www.google.com/webmasters/tools/richsnippets Integrate Social Open Graph Protocol & Twitter Cards 10
    11. 11. Local Do not underestimate the power of Google+ local 11
    12. 12. Local Use Free Mobile Testing Tools http://www.howtogomo.com http://responsive.is/ http://www.springbox.com/mobilizer/ 12
    13. 13. Local Test With Google’s Mobile Landing Page Templates http://www.google.com/sites/help/mobile-landing-pages/mlpb.html 13
    14. 14. Customer Centric Content Content is king. Seriously. Entertaining Offers a Shareable From one person to USP a group of people – Customer Centric think - who is going Content Great to link to it? Engaging concept Fantastic design 14
    15. 15. Content Choose the Right Medium – Video Can Produce Results 15
    16. 16. Content Gather Data - Visualise Data - Curate… 16
    17. 17. Content Images Are Very Shareable if You Have Originals 17
    18. 18. Content Events & Partnerships Can Connect to New Audiences 18
    19. 19. Content Regular Recipes – Great Images too! 19
    20. 20. Content – Where From? Local Events – Engage With Other Businesses 20
    21. 21. Content – Where From? Showcase Your In Imaginative Ways Products 21
    22. 22. Content – Where From? Use Your Community ASOS 22
    23. 23. Content Top Tips  Optimise!  Promote!  Re-work & re-purpose  Build relationships 23
    24. 24. Content – Top Tips Evaluate Successes and Failures 24
    25. 25. Takeaways  Get the basics right  Engage with your customers & learn from them  Mobile & Local should be a prime focus  Content: Quality over quantity  Don’t give up! 25
    26. 26. Confused?Get in Touch! @eagle8

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