Social media provides recognizable brands with the means to connect with consumers outside of traditional advertising. However, the reach of these social media initiatives creates additional risk for businesses online.
2. THE CONDUCTOR TEAM
2
WHO WE ARE
•Founded in 2006
•Offices in New York and San Francisco
SEO LEADERSHIP
•150+ pieces of SEO thought leadership in 2012
•C3
, the largest user conference in enterprise SEO
•Dedicated to raising the profile of search marketers
CONDUCTOR SEARCHLIGHT
•Supporting SEO success for over 5,000 leading brands
•$4.5B in SEO revenue under management
•6TB of SEO data collected weekly
@Conductor
6. Building a Competitive Database
Keywords SelectionKeywords Selection
SERP extractionSERP extraction
Saturation and Avg. Position CalculationSaturation and Avg. Position Calculation
Competitor Categorization and TrendingCompetitor Categorization and Trending
New Competitor AlertingNew Competitor Alerting
1
2
3
4
5
@Conductor
7. Top 50%Top 50%
by Avg. Rankby Avg. Rank
Top 50%Top 50%
by Saturationby Saturation
Saturation and Average Ranks
800 keywords x 100
positions
800,000800,000
Site/Keyword/PositioSite/Keyword/Positio
n Data pointsn Data points
Can subdivide by Category for Ecommerce
Sites / high variability on competitor domains
Domain
% Saturation Average Rank
Competitor.com
Competitor.net
Competitor.org
68.35
59.73
58.47
3.2
6.7
2.4
@Conductor
18. THANK YOU
We are hiring!
http://www.conductor.com/about/careers
BRIAN MCDOWELL
Director of Search Intelligence
Conductor, Inc
19. Appendix
www.youtube.com/yt/creators/playbook.html
• “Likes and Favorites increase your video’s ranking in search”
• “Having a lot of responses to your content helps improve your search ranking”
• “Publishing content regularly will improve your ranking in the algorithm”
• “More content will lead to more viewership and better ranking in the algorithm”
• “Metadata is critical to building views from search and related videos as it greatly affects the algorithm”
• Write good compelling titles – Keywords first and brand at the end
• Write good tags – mix of common and specific, ordering, variations, use quotes for phrases. Use 12+ and
fully utilize the 120 character limit
• Mirror the title of the video to the tags using the same order
• “The algorithm favors comprehensive descriptions”
• Comprehensive descriptions should have the most compelling information first (above the fold). Include
links, keywords and helpful information (transcribe)
• In description – link to your channel page, subscription link, social media links and links to other relevant
videos
• “YouTube’s search algorithm favors videos that drive traffic to other videos, playlists, channels, or
subscriptions via linked annotations”
• Having your videos listed in playlists improves your contents ranking in the algorithm
Editor's Notes
The history for domain clustering within Google is as follows:
There was no restrictions in the number of results per domain name. This turned out to be a bad thing, as Matt explained.
Google added “host clustering,” that prevented more than two results per domain name to be shown in the search results. Webmasters got around this by placing content on subdomains.
Google expanded the clustering to show a max of 3 or 4 results per domain, instead.
Google then changed this to show more diversity on the first page of results but show less diversity on the secondary pages. So you’d likely not see more than two results from the same domain name on the first page, but you can see several results from the same domain on secondary pages.
Launching soon is a change to this to show less from the same domain, even on subsequent pages, after you’ve already seen about four results from the same domain for that query.
http://www.youtube.com/watch?v=sxv-AvNPoh8
The history for domain clustering within Google is as follows:
There was no restrictions in the number of results per domain name. This turned out to be a bad thing, as Matt explained.
Google added “host clustering,” that prevented more than two results per domain name to be shown in the search results. Webmasters got around this by placing content on subdomains.
Google expanded the clustering to show a max of 3 or 4 results per domain, instead.
Google then changed this to show more diversity on the first page of results but show less diversity on the secondary pages. So you’d likely not see more than two results from the same domain name on the first page, but you can see several results from the same domain on secondary pages.
Launching soon is a change to this to show less from the same domain, even on subsequent pages, after you’ve already seen about four results from the same domain for that query.
http://www.youtube.com/watch?v=sxv-AvNPoh8
The history for domain clustering within Google is as follows:
There was no restrictions in the number of results per domain name. This turned out to be a bad thing, as Matt explained.
Google added “host clustering,” that prevented more than two results per domain name to be shown in the search results. Webmasters got around this by placing content on subdomains.
Google expanded the clustering to show a max of 3 or 4 results per domain, instead.
Google then changed this to show more diversity on the first page of results but show less diversity on the secondary pages. So you’d likely not see more than two results from the same domain name on the first page, but you can see several results from the same domain on secondary pages.
Launching soon is a change to this to show less from the same domain, even on subsequent pages, after you’ve already seen about four results from the same domain for that query.
http://www.youtube.com/watch?v=sxv-AvNPoh8
Is Google a competitor????? Do you compete with your Local channel or YouTube channel? Are you competing with Videos, images, authors? Help Optimize it!
http://ogp.me/
Talk about Kevin and how he opened up our sales dashboard to our competitors.
Monitor global navigation
Look for squatters on a regular basis – approach legal
Incorporate SEMRush data into your daily workflow and see where there are keyword opportunities to focus on.