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Universal Search Optimisation

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How do you optimise for "other" types of content on the web? Checklists for optimising to improve your rankings for Images, Video, Latest Results, Shopping, Local.

How do you optimise for "other" types of content on the web? Checklists for optimising to improve your rankings for Images, Video, Latest Results, Shopping, Local.

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  • 1. Optimising for Universal Search Susan Hallam [email_address] www.hallam.biz
  • 2. Is it SEO.... or ritual sacrifice?
    • Text
    • Links
    • External Factors
  • 3.
    • Images
    • Video
    • News
    • Local
    • Shopping
    • Latest Results
    • Blogs
    • Music
    Universal Search It’s optimisation, but not as we know it...
  • 4. Start with Keyword Research
  • 5. Image Optimisation
  • 6. Image Optimisation
  • 7. Image Optimisation
  • 8.
    • Keyword rich filename
    • Keyword rich ALT tags
    • Embed image on a relevant page
    • Create internal and external links to the image
    • Enable Image Search in Your Webmaster Tools
    • Include Keywords in your image
    • Participate in Google Labeller.
    Image Optimisation Checklist http://www.shcl.co.uk/blog/2008/05/optimising-images.html
  • 9. Latest Results http://www.shcl.co.uk/blog/2009/12/google-update-latest-results.html
  • 10. Video
  • 11. Optimising Video
  • 12.
    • Nothing new under the sun: Original text
      • Video Title (120 characters)
      • Description (start with your URL) (1000 characters)
      • Tags (120 characterse)
    • Nothing new under the sun: Incoming links
    • Community interaction: Views, Ratings, Comments
    • Your own interaction on YouTube: contributions
    • Views: embed on other keyword rich relevant pages
    • Going viral: Name your channel something good (“How to..”
    Video Optimisation Checklist
  • 13. Shopping
  • 14.
    • Requires online sales
    • Create a high quality data feed with complete set of item attributes
      • Category
      • Mandatory, Recommended & Optional attributes
      • Tax and shipping
      • Specific Image
      • Manufacturers Part Number (MPN) or Universal Product Code (UPC) or equivalent
      • Custom attributes (what people search for)
    Google Merchant Checklist
  • 15. Local Results
  • 16.
    • Verify listed in Google Local Business Centre
    • Have a local address
    • Choose appropriate categories for listing
    • Include product/service in Company Name
    • Get listed in the major local directories
    • Create a complete listing
    • Have a locally-optimised website
    • Get customer reviews
    Google Local Checklist
  • 17. News
  • 18.
    • Press release newswire services
    • Keyword rich
      • Headline
      • Summary
      • Headings
      • Bold, italic
      • Focus on keywords at the top of the release
      • Keyword density
      • Keyword rich links back to your site
    Optimising Press Releases
  • 19.
    • Images
    • Video
    • News
    • Local
    • Shopping
    • Latest Results
    • Blogs
    • Music
    Universal Search It’s optimisation, but not as we know it...
  • 20. Sneak Preview....
  • 21. Optimising for Universal Search Susan Hallam [email_address] www.hallam.biz

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