LinkedIn SEO Presentation

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LinkedIn SEO Presentation

  1. 1. SEO review © Upstream Connections 2009 © Essence 2005 - 2011 2012
  2. 2. Agenda Background to SEO Working with your company 2013 strategy PPC opportunities Take Aways A.O.B. © Upstream Connections 2009 © Essence 2005 - 2011 2012
  3. 3. Background to SEO © Upstream Connections 2009 © Essence 2005 - 2011
  4. 4. What is SEO? Search engine optimisation is the science and art of getting your website to rank at the top of the search results for relevant keywords Top position gets 18.20% of all traffic © Upstream Connections 2009 © Essence 2005 - 2011 2012
  5. 5. Keyword research Identifying relevant search words and phrases that potential customers are searching for to find your product and service. How do we do this?  Look at existing keywords bringing traffic to the website  Understand the product and service – talk to customers e.g. cloud computing, security  PPC (Paid) campaign data – positive or negative!  Use tools which provide estimations of potential traffic volumes and competitiveness e.g. Google Keyword tool, Google Insights and SEO Moz. © Upstream Connections 2009 © Essence 2005 - 2011 2012
  6. 6. Onsite Are you using the keywords on your website? Are you making the most of your content?  E.g. add whitepapers to website and direct traffic from email newsletters Unique, Quality Content is king  Develop landing pages targeting different topics and specific keywords  Cloud computing, risk trends, Eurozone breakup  Include relevant webinars and whitepapers  Include keywords naturally within your title, content and headings Technical recommendations :  Page titles – short, unique and clickable  Meta descriptions  URL structure  Internal linking Technical reports  Can Google read your website? Duplicate content? Site speed? Sitemap? Tracking – Google Analytics is ideal and free! © Upstream Connections 2009 © Essence 2005 - 2011 2012
  7. 7. Offsite – AKA link building (1) Content placed on 3rd party websites. Content includes 2 links to website Each link counts as a vote for your website. Not all votes have the same weight. Example page URL Links to SunGard using keywords and brand name in anchor text in order to help ranking in Google (opposed to referral traffic). © Upstream Connections 2009 © Essence 2005 - 2011 2012
  8. 8. Offsite – AKA link building (2) Upstream source 3rd party financial websites and blogs – competitor analysis, website searches Content will be an article on a general topic – tone and style tailored to host2 Links websiteincluded intext to Upstream write content toFrosts4cars be uploaded by webmasterwebsite Additional promotion to increase link value © Upstream Connections 2009 © Essence 2005 - 2011 2012
  9. 9. Volume linksManaging keyword density eachmonth Press releases (1 + 4 versions) Article submissions Directories Keywords: brand related, high volume and long tail © Upstream Connections 2009 © Essence 2005 - 2011 2012
  10. 10. 2011 work with your company © Upstream Connections 2009 © Essence 2005 - 2011
  11. 11. Brief – September 2011 3 month pilot targeting your website  Demonstrate link building approach – agreed target 4 EP, 5 PR, 5 AS, 3 Directories  Agreed 10 keywords to target and rankings to be checked in:  google.co.uk  All content to be reviewed and approved by The Directors before publication on 3rd party websites  Your Company to provide PR and newsletters to support content creation  Upstream to carry out competitor analysis  Technical recommendations – duplicate content and URLs © Upstream Connections 2009 2012 © Essence 2005 - 2011 © Upstream Connections
  12. 12. Results Proved process and link building approach Page authority increased from 48/100 to 76/100 providing foundation for next set of work Number of links achieved 1st October – 31st December: 93 Rankings improved significantly in 3 month period – 1st October 11 – 15th January 12 Traffic increased 228% during same period © Upstream Connections 2009 © Essence 2005 - 2011 © Upstream Connections 2012
  13. 13. Going Forward - 2013 © Upstream Connections 2009 © Essence 2005 - 2011
  14. 14. Being transparent & working together Keep Upstream in loop, provide  Identify link for homepage or editorial page marketing materials etc  Provide details via email for approval IncreaseLink Page Title • the volume of targeted address • IP UPSTREAM IDENTIFY LINK keywords & expand reach • Link Page URL • Anchor text • Home PR (Google PR) • Target URL UPSTREAM TO • Age of Domain (WHOIS records) WORK WITH SEND LINK Increase content on the site WEBMASTER TO UPLOAD DETAILS TO APT CONTENT Dedicated landing pages, guides, News • Commission copy for content page / widget • Copy then sent to client to review and approve , Reviews & Videos APT Opportunities linkswork together / existing  Homepage to APPROVE APT TO APPROVE • Work with CONTENT partnerships webmaster on uploading Homepage link UPSTREAM COMMISSION  edu and .gov domains, Directories Email when link/page uploaded CONTENT  Online press releases  Provide overview in monthly report  Competitions © Upstream Connections 2009 © Essence 2005 - 2011 2012
  15. 15. 2012 Strategy – variety is key 3. Volume links 4. Competitions •Press releases •Content that •Directories creates social buzz •Article submissions & increasing signals 2. Editorial 5. Widgets pages •Interactive and •3rd party blogs and embeddable websites content – e.g. Quizzes 1. High quality 6. Reviews links •Newspapers Your •User generated content •Info graphics •Data journalism website •Q&A – badges © Upstream Connections 2009 © Essence 2005 - 2011 2012
  16. 16. Competitions – examples • Keywords included in description • Social media and comments promoted as part of entry method • Archived page • Scope to promote to potential decision makers with iPads with FT subscription, Kindle loaded with risk management books etc. © Upstream Connections 2009 © Essence 2005 - 2011 2012
  17. 17. Tap into existing customers • Used as part of campaign for Extreme Sports Specialist www.exelement.co.uk and Gourmet Food provider http://www.formanandfield.com. • Work with company to identify blogs and websites to target and offer reviews. • Work with existing customers and request link © Upstream Connections 2009 © Essence 2005 - 2011 2012
  18. 18. Widgets – some examples Global market heat map. - quick snapshot of major markets around the world and if moving up or down. Market data in real time around the clock © Upstream Connections 2009 © Essence 2005 - 2011 2012
  19. 19. PPC Opportunity © Upstream Connections 2009 © Essence 2005 - 2011
  20. 20. Why PPC?• Drive additional traffic immediately• Ability to drive the traffic you want , when you want & control costs• Key is managing campaign accurately to ensure only bidding on relevant terms (e.g risk management) and sending traffic to relevant landing page• Learn Quicker = Utilise PPC data to inform SEO strategy• Reporting to the keyword level – tracking is key• Increased brand exposure whilst selling service/products• Ideal platform for pushing promotions , USPs © Upstream Connections 2009 © Essence 2005 - 2011 2012
  21. 21. Drive Traffic With PPC Low hanging fruitAds from irrelevant sources. Suggest no competition for keyword © Upstream Connections 2009 © Essence 2005 - 2011 2012
  22. 22. Your Next Customer ?• Utilise the Linkedin PPC platform• Advanced targeting criteria ( Job type , function , Industry , Geo , Seniority ..more)• Place APT directly in front of key decision makers• B2B focused community• Opportunity to also promote pod casts http://www.factset.com/insider/2012/1/podcast-euro-risk © Upstream Connections 2009 © Essence 2005 - 2011 © Upstream Connections 2012
  23. 23. What to take away Think about your customers  What keywords are they using? Are you targeting these? Do you rank for these? Look at your own website  How much traffic are you currently getting? How many leads?  Could your content be working harder? Are people finding you webinars online? What new content could you be creating?  What are your website goals? What content could I create to target specific customers?SEO can help make your content work harder and maximise your ROI on content marketing and thought leadership. © Upstream Connections 2009 © Essence 2005 - 2011 2012
  24. 24. What next? Feel free to contact Bella Cranmore with any questions about the work that we have already done together. Contact Me at leon@upstreamconnections.com and 07714 490456 to find out more about SEO and set up 4 SEO month trial. © Upstream Connections 2009 © Essence 2005 - 2011 2012
  25. 25. About Upstream © Upstream Connections 2009 © Essence 2005 - 2011
  26. 26. Who we areWe are Upstream Connections, a multidisciplinary Digital Marketing Agency specialising inSEO, PPC, Social Media and Conversion Optimisation. Our job is to increase the online presence ofour clients and improve their profitability and ROI by employing best practice strategies.For over 8 years Upstream Connections has provided digital marketing services to small andmedium sized businesses as well as to some of the world’s largest brands across a range ofindustries and countries. Our average contract length is 4.3 years and we have a 94% retentionrate over a 3 year period.We currently provide services in more than 10 languages and work with clients in theUK, USA, Switzerland, Spain and Germany. A FEW OF OUR CLIENTS Upstream Connections has been very strong. If we could start all over again, we would probably invest even more on SEO. We have 1st spot rankings on terms that would be prohibitively expensive on PPC. Jonathan Foulds, Marketing Manager for eHarmony © Upstream Connections 2009 © Essence 2005 - 2011 2012
  27. 27. A Proven Track RecordThe graphs below show our typical progress. As the rankings for the desired keywords improve sodoes the traffic. You guys have done an amazing The 3 year SEO campaign from Upstream job! (after achieving #1 spot for Connections has benefited our business Mobile Phones in Google) greatly and now most of our business Ian McCall, Head of Direct comes from online searches. Response Marketing for E2save Pipa Nogaro, Director at Extreme Element © Upstream Connections 2009 © Essence 2005 - 2011
  28. 28. Upstream – Quick Overview SEO & PPC Specialists Upstream Connections has been Clients from all over the world: UK, USA, Switzerland, Spain. very strong. If we could start all over again, we would probably Outsourcing partner to 3 High Profile Media Agencies in London invest even more on SEO. We have 1st spot rankings on terms Currently working on 60+ websites that would be prohibitively expensive on PPC. Currently providing services in 13+ languages Jonathan Fouls, Profitable every year since launch in August 2003 Marketing Manager for eHarmony 22 permanent staff & 100% independent © Upstream Connections 2009 © Essence 2005 - 2011 2012
  29. 29. We are I make sure there is a clear communications channel between our clients and Upstream. I enjoy the creative aspect of our work as well as the planning and execution of it. It’s nice being considered as the hero when our clients increase their ROI because of the work we do. 8 Years SEO ExperienceI get involved at key stages to give my insight intoour clients accounts. I have been involved in thepreparation of the material you see here and willcarry on being involved at later states, during thetechnical , SEO and Keyword research. …. The keyword research you see in this report has been done by12 Years SEO Experience me and my team using our own tools. I will supervise all French, German & UK link building strategies and meet with the team on a weekly basis to indentify opportunities. 7 Years SEO ExperienceI supervise the workload of the SEO, PPC and SocialMedia team to make sure we deliver exceptionalservice to all our clients. I make sure we use the latest I am the one who runs around making sure all clientbest practices and work together with Jose and targets are met and I manage all our link builders andVirginia to run tests and in-house experiments. copywriters workload. I meet weekly with Jez, Bella andKeeping up with Google is all about being proactive & Virginia and in these meetings we discuss the SEO team’sinnovative. findings and how to implement them to benefit our8 Years SEO/PPC Experience clients. © Upstream Connections 2009 © Essence 2005 - 2011 2012

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