Widgets & Seo For Digital Publishing


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  • Widgets & SEO: Fragmentation, transformation, distribution
 The world of SEO is getting hairier & scarier. 10 years old, Google has appointed themselves judge & jury of ethical link building practices, causing ヤ B lack hats ユ to set traps for their competitors whilst ヤ W hite hats ユ fight back via witch-hunt & committee. Everyone is watching each other watching each other. RSS feeds Splogs. Comment /is/ spam. Facebook in fighting. Social networks scam. Digg is a hole. Twitter tweets for crummy links.Is there anyone, anything, we can turn to?This session on SEO & Widgets will cover alliance building and standing up for yourself in an hostile economy. Outline of what i would discuss: 1. how to build widgets for good seo,__elements__ linkable framelinkable imagechangeable titlescustomisable feedswhat partners / widget distributors need2. using widgets for natural search__strategies that work__discover partnership opps via APIstools as storiestargeted pagesdirectorieswidgets as long tail marketing tactic__case studies__ITJW search boxAAJ & CC widget legalweek jobs3. SEO benefits of incorporating reverse-widgets / widget type components__'share on' buttons__diggdeliciousredditstumbleupon using ad exchanges to build partnerships__widgetising content__youtubebloggers / ifeed / moreover__internal widgets__4. anything else in this space you would like to talk about*why widgets are cool in world of paid links*why apps engines (widgetbox, google apps) are great places to start rethinking partnerships*GOOGLE: what's good for the goose is good for the gander:discuss google weatherbill case study http://www.google.com/analytics/case_study_weatherbill.html https://www.weatherbill.com/tools/secure/home http://www.weatherbill.com/partner http://www.weatherbill.com/learn/widgets
  • Widgets & Seo For Digital Publishing

    1. 1. Widgets & SEO Fragmentation, transformation, distribution
    2. 2. Fragmentation <ul><li>SEM / PPC </li></ul><ul><ul><li>Impressions </li></ul></ul><ul><li>Traffic ceiling </li></ul><ul><ul><li>Real estate </li></ul></ul><ul><li>Query ceiling </li></ul><ul><ul><li>Relevance </li></ul></ul><ul><li>Clicks ceiling </li></ul><ul><ul><li>Engagement </li></ul></ul><ul><li>Dynamic results </li></ul><ul><ul><li>Geo-targeting </li></ul></ul><ul><li>Cost </li></ul><ul><li>Money </li></ul><ul><li>Relevancy </li></ul><ul><li>Competitive advantage </li></ul><ul><li>Cost effectiveness of discovery </li></ul>The problem with search
    3. 3. Unlimited shelf space?
    4. 4. Transformation <ul><li>Think about where your users really are </li></ul><ul><ul><li>visiting other sites via SERPs </li></ul></ul><ul><ul><li>socialising in networks </li></ul></ul><ul><ul><li>reading blogs </li></ul></ul><ul><ul><li>mobile </li></ul></ul><ul><li>Why are they visiting these other destinations? </li></ul><ul><ul><li>What tools do they need? </li></ul></ul><ul><ul><li>What platforms are they on? </li></ul></ul><ul><ul><li>What can you make use of? </li></ul></ul><ul><ul><li>APIs, apps, blogging, video, socnets, mobile </li></ul></ul>
    5. 5. Why are they visiting these other destinations? <ul><li>Downloading / Accessible </li></ul><ul><li>Web 1.0 </li></ul><ul><ul><li>Webmail </li></ul></ul><ul><ul><ul><li>SMTP / POP3 </li></ul></ul></ul><ul><ul><li>Web search (Spiders) </li></ul></ul><ul><ul><li>Filesharing Networks </li></ul></ul><ul><ul><ul><li>Napster, Limewire </li></ul></ul></ul><ul><ul><li>Distributed computing </li></ul></ul><ul><ul><ul><li>Torrent / SETI </li></ul></ul></ul><ul><li>Uploading / Engaging </li></ul><ul><li>Web 2.0 </li></ul><ul><ul><li>Feeds </li></ul></ul><ul><ul><ul><li>XML / RSS </li></ul></ul></ul><ul><ul><li>Rich interfaces </li></ul></ul><ul><ul><ul><li>SOAP / AJAX </li></ul></ul></ul><ul><ul><li>Discovery </li></ul></ul><ul><ul><ul><li>Wikis </li></ul></ul></ul><ul><ul><ul><li>Server Side </li></ul></ul></ul><ul><ul><ul><li>Tags </li></ul></ul></ul><ul><ul><li>Thin client layers </li></ul></ul><ul><ul><ul><li>Mobile / iPods / PDAs </li></ul></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul><ul><ul><li>Webservices </li></ul></ul><ul><ul><ul><li>Mashups </li></ul></ul></ul><ul><ul><ul><li>Widgets </li></ul></ul></ul><ul><ul><ul><li>APIs </li></ul></ul></ul><ul><li>Embrace an evolutionary trend in online services. </li></ul><ul><ul><li>Direct result of broadband </li></ul></ul><ul><ul><li>Migration from client side processing to server side computing </li></ul></ul><ul><ul><li>Coming of age: Web ‘page’ metaphor no longer makes any sense </li></ul></ul><ul><ul><li>“ Doorways” & “Portals” become “Streams” & “Rivers” </li></ul></ul>
    6. 6. Think about where your users really are… Search Social Aggregators Delicious StumbleUpon Twitter Facebook Digg Publish SEO Editorial Feeds Upload
    7. 7. Anatomy of web traffic Blogs & Aggregators Social Networks Search Network Your website
    8. 8. The reach of a typical website
    9. 9. The reach of social networks
    10. 10. The reach of search networks
    11. 11. Distribution <ul><li>Increase SERP real estate </li></ul><ul><ul><li>Rethink site access points </li></ul></ul><ul><li>Locate relevant placements </li></ul><ul><ul><li>Identify partner opportunities </li></ul></ul><ul><li>Discover new keywords </li></ul><ul><ul><li>Increase clicks </li></ul></ul><ul><li>Better value clicks </li></ul><ul><ul><li>Improve engagement </li></ul></ul><ul><li>Widgetbox </li></ul><ul><li>Home-brew </li></ul><ul><li>Feeds, Apps & APIs </li></ul><ul><ul><li>Search boxes </li></ul></ul><ul><ul><li>Linkbait </li></ul></ul><ul><li>Video </li></ul><ul><ul><li>Universal search </li></ul></ul><ul><li>Reverse widget </li></ul><ul><ul><li>Audience </li></ul></ul><ul><ul><li>Authority </li></ul></ul><ul><li>Mobile </li></ul><ul><ul><li>Update anywhere </li></ul></ul><ul><li>“ Discover” </li></ul><ul><li>“ Create” </li></ul><ul><li>“ Experience” </li></ul><ul><li>“ Connect” </li></ul><ul><li>“ Share” </li></ul><ul><li>“ Empower” </li></ul><ul><li>“ Interact” </li></ul>“ Find, Play and Share ” BBC New Media Strategy / Vision for the Future
    12. 12. Increase SERP real estate <ul><li>Using widgets for natural search: </li></ul><ul><li>Linkable elements </li></ul><ul><ul><li>Frame </li></ul></ul><ul><ul><li>Image </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><li>Webmaster tools </li></ul><ul><ul><li>Widget titles </li></ul></ul><ul><ul><li>Keyword feeds </li></ul></ul><ul><ul><li>Continuous update </li></ul></ul><ul><ul><li>Targeted </li></ul></ul><ul><ul><li>Iframe Vs Javascript </li></ul></ul>
    13. 13. Locate relevant placements
    14. 14. Discover new keywords
    15. 15. Better value clicks 4.44 4% widget conversion rate % of total referrers Traffic Source 2.7 100 Google 3.2 0.04 Twitter 8.3 0.03 Facebook % PV per user % Google visits Social media
    16. 16. Universal search Videos embedded in results
    17. 17. First page result for original video pages
    18. 18. First page result on multiple properties (e.g. main site, youtube channel & facebook group)
    19. 19. Well dugg submissions push stories to top of results
    20. 20. Digg submissions embedded in results
    21. 21. Takeaways <ul><li>Turn every data source and output combination into feeds </li></ul><ul><li>Integrate share buttons </li></ul><ul><li>Build a webmaster tools page </li></ul><ul><li>Serve widgetbox units as ads </li></ul><ul><li>Find niche ad exchanges </li></ul><ul><li>Ask for links back from partners </li></ul><ul><li>Offer partners authoritative links & content opportunities </li></ul><ul><li>Use APIs as linkbait </li></ul><ul><li>Exploit strengths of social media platforms </li></ul><ul><li>Improve conversions via ambient presence on search engines </li></ul>
    22. 22. <ul><li>Thanks for listening! </li></ul><ul><li>Jonathan Allen </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter.com/jc1000000 </li></ul><ul><li>Linkedin.com/in/jc1000000 </li></ul>