Seo Part 1

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Giving away our trade secrets at the Magic Circle, London - SEO Director Lee Colbran on SEO and the FreshEgg way

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  • - Self Empower - Extend your saturationWe are looking to increase positivity in recession when money is tight, give you an edge
  • Show of hands Who understands the concept of Google Universal? Who feels they are already using Google Universal? Who feels they are getting the best out of Google Universal? How many media opportunities do you feel there is with Google Universal?Four answers – 4, 7, 11 or more than 11
  • Check Catalogs, Code Search, Finance, Patent, Scholar, DirectoryFlight and Movies being in America and we can expect + video content is in trial in Beta mode in US
  • Rare that any one page would contain more than 7 universal opportunitiesI am all for max visibility
  • You are not placing all your eggs in one basket
  • The other relation that may of have appeared is Blog Search ResultsBring term up on the screenLook at what happened when Michael Jackson sadly passed away – The Internet lit up like a Christmas Tree, a trendPossibly add second with Brian Jones23 slots
  • On top of this theDailymail news story appears in the top 10 as well as a fresh resultHis death was murder and would be investigated after xx year
  • Need ICONS for the images to the left hand sideParking – Gatwick ParkingWembley ParkingHotels – Torquay Hotels
  • I endorse this3 Examples – Self build wine rack – Flat pack furnitureHints and tips for gamersI will tell my peers, I may well link from my blog, I may be a member of a forum or communityI want help and guidance – not a slick presentation. I can turn on the TV for that (well sometimes) – it’s informationIt’s time to make rich content, it’s time to engage our visitors, it is time to expand your reach to your users of tomorrpw
  • Caffeine is an under the bonnet change10 years on current structureFight challenges from Twitter, Facebook and Microsoft
  • Hands up what site managers here?Keep your hands up if you deploy User Generated Content on your site?
  • What do we mean by User Generated Content (UCD)
  • Talk about Amazon, talk about Colin Forbes book on holiday and the reviewsBook ¾ complete but still read the reviewsWent on to buy more based on peer reviewsToys R Us StaffI am looking for a toy to teach my 3yr old son SpanishGoogle offers me varietyReviews of X teach my son spanish within a week
  • Hands up who uses each siteFacebook - Mark ZuckerbergTwitter - Jack DorseyThey are all phenomallysuccessfuil sites
  • Longtail not from a staff content writer, but from the likes of you and I
  • Why would I not object to incorrect grammar appearing on a website?Caribbean is a Heinz 57 word – there are numerous ways that it is spelt
  • I must add I do not expect every site to be in a position to have the visitor levels that Amazon does – that said, there is no reason why within your niches that you cannot be seen as the leader in your field – UGC will help you achieve this.
  • Seo Part 1

    1. 1. Common Sense SEO<br />Google Universal and User Generated Content<br />Presenter:<br />Lee Colbran<br />
    2. 2. Common Sense SEOGoogle Universal<br />What is Google Universal?<br />
    3. 3. Common Sense SEOGoogle Universal<br />The composites of Google Universal<br />Blog Search <br />Book Search <br />Code Search (labs)<br />Finance <br />Images <br />Local/Maps<br />News <br />Patent Search (beta)<br />Product Search <br />Scholar <br />Video <br />Web Search<br />
    4. 4. Common Sense SEOGoogle Universal<br />Google Universal and Adwords<br />Blog Search <br />Book Search <br />Code Search (labs)<br />Finance <br />Images <br />Local/Maps<br />News <br />Patent Search (beta)<br />Product Search <br />Scholar <br />Video <br />Web Search<br />+<br />
    5. 5. Common Sense SEOGoogle Universal<br />What does Google Universal offer a businessin times of recession?<br />
    6. 6. Common Sense SEOGoogle Universal<br />What does Google Universal offer a businessin times of recession?<br /><ul><li>Flexibility</li></li></ul><li>Common Sense SEOGoogle Universal<br />What does Google Universal offer a businessin times of recession?<br /><ul><li>Flexibility
    7. 7. Opportunity to tell potential visitors you embrace multi-media</li></li></ul><li>Common Sense SEOGoogle Universal<br />What does Google Universal offer a businessin times of recession?<br /><ul><li>Flexibility
    8. 8. Opportunity to tell potential visitors you embrace multi-media
    9. 9. Increased exposure</li></li></ul><li>Common Sense SEOGoogle Universal<br />What does Google Universal offer a businessin times of recession?<br /><ul><li>Flexibility
    10. 10. Opportunity to tell potential visitors you embrace multi-media
    11. 11. Increased exposure
    12. 12. Business opportunities</li></li></ul><li>Common Sense SEOGoogle Universal<br />What does Google Universal offer a businessin times of recession?<br /><ul><li>Flexibility
    13. 13. Opportunity to tell potential visitors you embrace multi-media
    14. 14. Increased exposure
    15. 15. Business opportunities
    16. 16. We all look for products, service & information– make sure you are doing all you can to lead traffic to your door</li></li></ul><li>Common Sense SEOGoogle Universal<br />Google Universal in effect<br />Search Term: Les Paul<br />Web Search<br />Image Search<br />Video Search<br />News Search<br />Shopping Results<br />Adwords<br />There are six opportunities to appear on the first page of Google for the term.<br />
    17. 17. Common Sense SEOGoogle Universal<br />Google Universal in effect<br />Search Term: Brian Jones<br />News Search<br />Web Search<br />Image Search<br />Video Search<br />Blog Results<br />Book Results<br />There are six opportunities to appear on the first page of Google for the term.<br />
    18. 18. Common Sense SEOGoogle Universal<br /> Typical GoogleSearch Products that can appear on the 1st Page of results<br />
    19. 19. Why bother with UCD?<br />Common Sense SEOGoogle Universal<br />And that provides serious Real Estate<br />
    20. 20. Common Sense SEO<br />Google Universal<br />
    21. 21. Common Sense SEO<br />Google Universal<br />Google Universal impact<br />36% click &quot;news&quot; results within blended search results*Only 17% click a &quot;news&quot; result after conducting a news-specific search<br />* Source Jupiter<br />
    22. 22. Common Sense SEO<br />Google Universal<br />Google Universal impact<br />36% click &quot;news&quot; results within blended search results*Only 17% click a &quot;news&quot; result after conducting a news-specific search<br />31% click &quot;image&quot; results within blended search results*Only 26% click an &quot;image&quot; result after conducting an image-specific search<br />* Source Jupiter<br />
    23. 23. Common Sense SEO<br />Google Universal<br />Google Universal impact<br />36% click &quot;news&quot; results within blended search results*Only 17% click a &quot;news&quot; result after conducting a news-specific search<br />31% click &quot;image&quot; results within blended search results*Only 26% click an &quot;image&quot; result after conducting an image-specific search<br />17% click &quot;video&quot; results within blended search results*Only 10% click a &quot;video&quot; result after conducting a video-specific search<br />* Source Jupiter<br />
    24. 24. Common Sense SEO<br />Google Universal<br />Google Universal impact<br />“I think, that a year from now, we are going to be sitting here saying – ‘if you don’t have video, if you don’t have engagement objects on your website, you are just not going to rank.”<br />* Bruce Clay<br />
    25. 25. Common Sense SEOGoogle Universal<br /> Will Google Universal change with the introduction of Google Caffeine?<br />
    26. 26. Common Sense SEO<br />Google Universal<br />Google Universal conclusions<br />- Drive more traffic<br />- Gain real estate<br />- Increase brand awareness<br /><ul><li>Versatility
    27. 27. Dominate the front page of Google</li></li></ul><li>Common Sense SEOUser Generated Content<br />User Generated Content<br />
    28. 28. Common Sense SEOUser Generated Content<br />Why is User Generated Content great in recession?<br />- It takes the pressure away from site owners and web teams having to create fresh content<br />- UGC gives you a competitive advantage in tough trading times<br /><ul><li>It complements your core content</li></li></ul><li>Benefits of User Generated Content on your website?<br />Common Sense SEOUser Generated Content<br />- Freshness<br />
    29. 29. Common Sense SEOUser Generated Content<br />Benefits of User Generated Content on your website?<br />- Freshness<br />- Unique Content<br />
    30. 30. Common Sense SEOUser Generated Content<br />Benefits of User Generated Content on your website?<br />- Freshness<br />- Unique Content<br />- Honesty (Independence)<br />
    31. 31. Common Sense SEOUser Generated Content<br />Benefits of User Generated Content on your website?<br />- Freshness<br />- Unique Content<br />- Honesty (Independence)<br />- Engagement<br />
    32. 32. Common Sense SEOUser Generated Content<br />Benefits of User Generated Content on your website?<br />- Freshness<br />- Unique Content<br />- Honesty (Independence)<br />- Engagement<br />And from an SEO perspective most importantly<br />- Longtail Search<br />
    33. 33. Common Sense SEOUser Generated Content<br />Notable websites based on user generated content<br />
    34. 34. Common Sense SEOUser Generated Content<br />Successful ecommerce sites using usergenerated content<br />
    35. 35. Amazon Longtail Case Study<br />5 longtail terms that Amazon rank in the top 5 of Google UK which come as a result of their UGC review system.<br />“notice some familiarity in Planet Earth”<br />“A must-have for every Blu-ray library”<br />“Planet Earth on Blu ray” *There is just 0.1% of page content<br />“polar bear cubs exploring snow slopes”actual text “polar bear cubs exploring snowy slopes”<br />“Mr Attenborough&apos;s narration”<br />Common Sense SEOUser Generated Content<br />
    36. 36. Problems with deploying User Generated Content<br />- Offensive language<br />- Copyright infringement<br />- Moderation time<br />- Incorrect grammar<br />Common Sense SEOUser Generated Content<br />
    37. 37. Common Sense SEOUser Generated Content<br />How to get User Generated Content<br /><ul><li>Ask, use exit emails
    38. 38. Incentivise, give a little get a lot
    39. 39. Make it fun
    40. 40. If all else fails – beg and plead
    41. 41. This tactic is working for Amazon, it can work for you.</li></li></ul><li>Common Sense SEOUser Generated Content<br />User Generated Content conclusions<br /> - Drive more traffic<br /> - Increase your longtail<br /> - Can work as a secret shop assistant<br /> - Freshness<br /> - A site that is well maintained<br />

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