SEO Credibility: How to Build Your Brand Graph - Punchlime Hangout on Air - January 8th, 2014


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Punchlime General Partners Stanley Sarpong and Olju Man discuss SEO Credibility: How to Build Your Brand Graph. They are joined by Punchlime Advisors Fili Wiese & Kaspar Szymanski for Q&A. This Hangout on Air was streamed live and recorded on January 8th, 2014.

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Punchlime's approach is to devote our top tier team, comprised of senior former Googlers, experienced entrepreneurs, business strategists and venture investors, to enable our portfolio companies to boost customer acquisition and all that it entails.

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SEO Credibility: How to Build Your Brand Graph - Punchlime Hangout on Air - January 8th, 2014

  1. 1. SEO Credibility: How to Build Your Brand Graph. Part of SEO Fundamentals. Stanley Sarpong & Olju Man General Partners @Punchlime. Updated January 2014
  2. 2. Special Guests Today. Punchlime Advisors. Our former Google colleagues Backlink Analysis Google Penalties Disavow Tool Reconsiderations Community Building Technical SEO International SEO On-Page SEO Fili Wiese. Kaspar Szymanski.
  3. 3. Contents. 1. Search Evolution 2. How to Build Your Brand Graph 3. Resources 4. Q&A
  4. 4. 1. Search Evolution.
  5. 5. Search Results are Evolving. Image: Search Influence
  6. 6. Example: Knowledge Graph. Image:
  7. 7. Hummingbird. Image: Mod Girl Marketing
  8. 8. Mega SERP shows all features. Image:, full-sized Mega-SERP
  9. 9. Mega SERP: Top 10 Features. Source: Mozcast
  10. 10. 2. SEO Credibility: Build Your Brand Graph.
  11. 11. 2.1 Brand Research.
  12. 12. Brand Research. Image: Quora
  13. 13. 2.2 Images.
  14. 14. Images. Example query: smartphone
  15. 15. Optimize Images. ● Add an image alt tag attribute with descriptive keywords: <img alt="street soccer ball monta"> ● Use descriptive file name ● Create Image XML sitemap ● Ensure images directory isn’t blocked by robots.txt ● Host images on the same domain ● Add relevant text content around image to build strong page context More: Shopify’s 10 Must Know Image Optimization Tips
  16. 16. 2.3 Knowledge Graph.
  17. 17. Knowledge Graph. Example query: burberry
  18. 18. Optimize Knowledge Graph. ● Ensure Google+ page is set up for your brand ● Post frequently on Google+ ● If you have physical address, connect your site to Google+ Local ● Create a Wikipedia page for your brand ● Add your brand to database ● Convert text into an ‘entity’ by incorporating structured data mark-up within your content (use Google’s Data Highlighter) More: Moz Blog - The Day the Knowledge Graph Exploded
  19. 19. Google Data Highlighter. Tag your data and tell Google about: ● Articles ● Events ● Local Businesses ● Products ● Software applications ● Books ● ... More: Google - About Data Highlighter
  20. 20. 2.4 Reviews.
  21. 21. Reviews. Example query: chromebook pixel
  22. 22. Optimize Reviews. ● Review snippet can be grouped as: ○ Single item review ○ Multi-item review ○ Editorial review ● Generate rich snippet using: ○ Micro Data & ○ Verify with Structured Data Testing Tool ○ Or use Google Data Highlighter More: SEO Gadget: Micro Data & Guide To Generating Rich Snippets
  23. 23. 2.5 Authorship.
  24. 24. Authorship. Example query: a/b testing book
  25. 25. Optimize Authorship. ● Add a link from your web page or blog to your Google+ profile using rel=author <a href=" rel=author">Olju Man</a> ● Sign in to your Google+ profile, and within the 'Contributor To' section add a link back to your domain and save. More: Google Authorship - Google+
  26. 26. 2.6 Videos.
  27. 27. Videos. Example query: prezi
  28. 28. Optimize Videos. ● Use a secure video hosting platform (e. g. YouTube, Vimeo, Brightcove, etc.) ● Ensure your videos contain unique properties: title, description, thumbnail ● Create a Video XML sitemap ● Add relevant text content around your video, consider creating a video transcript ● Use mark-up More: Google Webmaster Tools - markup for videos
  29. 29. 2.7 In-Depth Articles.
  30. 30. In-Depth Articles. Image:
  31. 31. Optimize In-Depth Articles. ● Wrap your article content with Schema. org/Article mark-up: ○ headline, AlternativeHeadline, image, description, datePublished, articleBody ● Verify Google+ Authorship ● Use rel=publisher tag to connect your Google+ brand page to your whole website ● Add mark-up so your logo can appear as a source image for the article More: Google - Appearing in the “In-deoth articles” feature
  32. 32. 3. Resources.
  33. 33. Webmaster and SEO resources. Visit Webmaster Tools: Engage with SEO Community: How to improve your organic SEO & beat the paid search results:
  34. 34. Tools. ● Structured Data Testing Tool ● Data Highlighter ●
  35. 35. 4. Q&A.
  36. 36. Thank you. If you want to get in touch, reach out to
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