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John Straw on SEO principles


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John Straw on SEO principles

  1. 1. John Straw Web log analysis Sold to Microsoft 1997 VP Europe Email marketing Sold to Doubleclick Co Founder 1999 SEO Agency Sold to Lbi Founder 2008 Search Data Platform Funded by London and Founder Silicon Valley VC’s © John Straw, 2012
  2. 2. Search Engine Optimisation © John Straw, 2012
  3. 3. What is it?• The science of getting your website on top of Google’s Search Engine Results Pages – The pages that are returned following a query• Its part of a marketing channel called SEM (Search Engine Marketing) which also includes PPC (Pay Per Click) © John Straw, 2012
  4. 4. Google at Work• Firstly, lets look at the volume• How does Google figure how to order and rank 6.9million pages? © John Straw, 2012
  5. 5. The Story of a Pig Actual weight 1,269lb Crowd guessed weight 1,268lb Experiment conducted, 1905 © John Straw, 2012
  6. 6. How it worksWe’ll need to look for two major categories that define themathematics that allow Google to order and rank results• On Page Elements• Off Page Elements © John Straw, 2012
  7. 7. On Page Elements (called OnPage Optimisation)• On page is less important than it was 5 years ago as it is much easier to manipulate PCB in the Domain 9/10 PCB in the Ttitle 8/10 PCB in the Body Text 5/10 © John Straw, 2012 PCB in Internal Links 6/10
  8. 8. What does Google see? © John Straw, 2012
  9. 9. Off Page Elements (called OffSite Optimisation)• Much more important that it was 5 years ago as it’s far harder to manipulate• It’s all about citation – the process that other sites like and link to your content• And context• And trust © John Straw, 2012
  10. 10. Typical SEO Strategies (1)Link Baiting• Using content to get peoples attention who then share it with others by linking to the content• Good examples include calculators, parts look up widgets• Infographics are perfect for attracting links © John Straw, 2012
  11. 11. SEO Strategies (2)Outreach Programs(previously known as linkbuilding”)• Identifying high value, contextual sites like bloggers• Offering them something to write about like new products © John Straw, 2012
  12. 12. What are the levers?• Aggressive smart link building programs• But it’s through time not in time .edu most influential and trusted websites, this site has a lot of them linking © John Straw, 2012
  13. 13. Ethical and Non Ethical SEO Techniques – Breaks search engine rules and regulations – Creates a poor user experience directly because of the black hat SEO techniques utilized on the Web site – Unethically presents content in a different visual or non-visual way to search engine spiders and search engine users. – Does everything naturally – Makes it look like SEO is not actually being done © John Straw, 2012
  14. 14. Risk and Reward The Reward The Risk • If over 10% of your non brand traffic comes from Google… • …and it’s changes it’s algo
  15. 15. Calculating ROI and Share• Market share can be calculated by taking – Total volume of searches by keyword – Number of Top 10 positions – CTR (Click through Ratio) of the positions © John Straw, 2012
  16. 16. Google – The Future © John Straw, 2012
  17. 17. Google and Social• Is the integration of personal data into SERPS from Google’s new Facebook like social network © John Straw, 2012
  18. 18. Google and Social Success © John Straw, 2012
  19. 19. Google and Content © John Straw, 2012
  20. 20. Google and it’s enemies Facebook has an alliance with Microsoft Apple now likes Facebook Apple doesn’t like Google and is friends with Facebook and Microsoft © John Straw, 2012
  21. 21. Google and Apple• Apple will launch a search engine in 2012• Evidence and intent; – Siri – Apples brilliant artificial intelligent assistant uses the Wolfram Alpha engine increasingly – Siri will come to the living room in the form of Apple TV – Why would Apple give free access to Google – Apple has $100billion in cash – And a massive data centre complex on the US East Coast © John Straw, 2012
  22. 22. Actions from this session• If you have a Google account (they’re free) and you like content then G+ it• Infographics are great link bait• If your dealing with suppliers please ask them to link to the relevant sections of our site• If you are in PR please include links to our site in your releases• If you’re writing copy please ensure they targeted keywords are in the title text If you want to be Good at Google – Be Different © John Straw, 2012
  23. 23. Glossary• Algo (Algorithm) the mathematical formula the Google users to order and rank webpages in SERPS• SERPS – Search Engine Results Pages• PPC – Pay Per Click• Onsite optimisation – make your site more attractive to other sites so they’ll link• Offsite optimisation – finding influential sites and offering free stuff so they’ll link to you• White hat – doing everything stealthily and naturally• Black hat – being unnatural• Link building – outreach programs for getting great links• CTR – Click Through Ratio © John Straw, 2012
  24. 24. © John Straw, 2012