Figaro conference

SEO: The Rise of Online PR

Nick Garner Nick Garner: Head of search Unibet Working across all Unibets 24 international markets, specialising in - SEO - SMO (Social media optimisation) - Refer a Friend - PPC - Online Public Relations (as a means of influencing SEO and social media)

Googles share isnt growing much

But its revenues are...

Information / Commercial Internet Mix in commercial with $15.62 per person per year in the UK* information as much as possible Rank (fairly) easy Rank (fairly) hard

Signals are changing OLD: Look for algo weakness NEW: Look for human patterns and exploit them > SEO in ranking sites, socially engineer them > Online PR

Conclusion $15.62 per person per quarter in the UK*Google is becoming an ads engine,cleansing the SERPS & mining dataabout you to be the perfectmiddlemanFor more of this thinking seeseobook.com

Online PR(Social Engineering)

How does online PR cycle work? Share Socially Create share Earn a social worthy content rankings boost Win natural SEO: Rank on Extend your links due to relevant phrases reach the value of the content Earn more Amplify social network reach followers

Online PR poster boy!

Start with great content

Start with Great ContentNick Garner | Unibet | PRmoment SEO: The impact of PR and Google+ on search 2012

Add a little PR outreachhttp://techcrunch.com/2012/03/06/dollar-shave-club/

Spread across social networks http://www.facebook.com/DollarShaveClub

Spread across social networkshttps://twitter.com/#!/dollarshaveclub

Spread across social networks http://www.youtube.com/watch?v=ZUG9qYTJMsI

Rank in personalized searchhttps://www.google.com/search?q=shave (while logged in to my account)

Win the InternetVia http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382

A great case study for SEO If DSC had integrated SEO into their viral and social marketing plan, they likely could have earned rankings across search terms that would continue to send them traffic long after the launch.

Buzz is great for brand, but itneeds steering to work for SEO

G+ & SEO

He says its (kind of) connected "When someone recommends something, thats a pretty good indicator of quality," said Matt Cutts, Googles principal engineer for search. "We are strongly looking at using this in our rankings."

Core idea: Circles > Reach

G+: Connecting the network

Content / outreach (kind of) like G+Add another one in...

Resources

What resource is needed?The right person: That might suit me!● Journalist / blog owner ○ Has their own blog/site (ideally) ○ Not too hung up on being newsy ○ A bit technical● Personality ○ Creative ○ Funny! ○ Inquisitive ○ Persuasive

Introducing....James Our Online PR guy! ○ Make memes ○ Create link bait ○ Make our networks bigger ○ Tweet it up ○ Google+ it up ○ Be awesome

Im alynx, yall

MemesNick Garner | Unibet | PRmoment SEO: The impact of PR and Google+ on search 2012

Euro 2012 memes

More bleedin memes!

Shut up and take my meme!

Get users to do your work for you

Ta da!

Got digits?

Someones following me... July 2012 2,351 4,002 235 1,246 1,290 216 February 2012 1,105 2,712 19

Wanna Hangout?

Our Online PR footprint 34,000 citations of "bet.unibet.com"

Earn links like crazy 144,000 citations of "bet.unibet.com" The links are too new to show in link tools like OSE/Majestic, but they likely have 10K+ links from high authority domains in just a few days.

Good looking guys final thoughts Sharing is caring ● Meme a little meme of me ● Twitter is great ● Facebook is lovely ● Google+ is not so great Now what, folks? ● More memes ● Get users to help ● Lets Hangout more, yall

Nicks final thoughts Its time to shift our footprint from exploiting the algos weaknesses, to engineering human behaviour and harvesting the right signals i.e. Online PR with an SEO backdrop...

URL for the presentation http://bit.ly/unibetfigaro

Thanks forwatching,holmes

Figaro conference

by Nick Garner on Jul 17, 2012

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Figaro conference Presentation Transcript