The document outlines strategies for optimizing blogs, websites, and social media for search engines, detailing the evolution of SEO practices and the importance of creating structured content, effective URLs, and using social media tools like Facebook's Open Graph. It presents guidelines for blog creation, PPC campaigns, and measurement tools, emphasizing the necessity of understanding audience demographics and using analytics for ongoing improvement. Additionally, it highlights the significance of local search strategies and interaction within communities for enhancing online visibility and search performance.

1. Optimising Blogs, Websites And Social Media For SearchMatt DavidsonGoldladder Ltd

2. OptimisingBlogs, Websites And Social Media ForSearchGoldladder Ltd:Started in 2001, Incorporated in 2004

3. Always based in Exeter.

4. 1st year at Innovation centre, 2nd room!

5. Pure search from the outset

6. Google Accredited company

7. Team of 5. Dedicated client relationship managers at Google

8. Clients include Financial times, Lloyd’s of London, Axa and Elsevier.OptimisingBlogs, Websites And Social Media ForSearchThen:First ‘’true’’ search engines: Google, Inktomi, Alta Vista and Yahoo.

9. Simple architecture/ meta data.

10. Search marketing platforms from Overture and Espotting

11. Analytics mainly server-based

12. Platforms: Desktop search. Pre-broadband!OptimisingBlogs, Websites And Social Media ForSearchNow:Search Engines: Google, Bing, Facebook and Twitter, plus location/mobile.

13. Search marketing platforms Adwords, Yahoo & Facebook

14. Analytics: session/cookie based

15. Platforms: desktop, mobile and tablet. OptimisingBlogs, Websites And Social Media ForSearchWhat Is SEO?Search Engine Optimisation is the process of improving visibility during a search based activity, by focussing information and signals.

16. OptimisingBlogs, Websites And Social Media ForSearchVisability:Ranking

17. Reach

18. Rating

19. Following

20. Trust

21. Authority

22. POIOptimisingBlogs, Websites And Social Media ForSearchSearch based activity:Keyword

23. Profile interest/ hobby

24. Asking friends/ followers

25. Forum question

26. Automated recommendation

27. Location Information

28. Directory search

29. News or feed request

30. Online journey OptimisingBlogs, Websites And Social Media ForSearchInformation:Website structure

31. Blog post / web page

32. Profile

33. PR / White paper

34. Status update/ Tweets

35. Blog comments

36. Forum participation

37. Ad network

38. Product / service types

39. Map and directory entriesOptimisingBlogs, Websites And Social Media ForSearchSignals:Link quality

40. Link relevancy

41. Structural order / importance

42. Popularity

43. Authority/ quality

44. Likes / votes / sharing

45. Citations

46. Trending

47. Semantic informationOptimisingBlogs, Websites And Social Media ForSearchYour online visibility is based around a network. People and search engines see this network and form an impression of you.

48. OptimisingBlogs, Websites And Social Media ForSearch1. Research

49. OptimisingBlogs, Websites And Social Media ForSearchGoogle ResearchGoogle: ‘external keyword tool’Use negative filters

50. Tick ‘’only show...’’ box

51. Select location/ local searches

52. Good for ‘longtail’Ads.youtube.com/keyword_toolGoogle: ‘Trends’

53. OptimisingBlogs, Websites And Social Media ForSearchFacebook ResearchFacebook.com/ads/createShows size of potential audience

54. Can target users of other pages, events, groups or apps

55. Based on likes and interests

56. Further demographicsFacebook.com/searchUse ‘’show posts by everyone’’ for realtime global dataOptimisingBlogs, Websites And Social Media ForSearchLocal ResearchWhitespark.ca/tools/local-citation-finderShows local search algorithm influences

57. Use to optimise for any search pages that produce local/map results

58. Also use external KW tool

59. And google searches set to locationOptimisingBlogs, Websites And Social Media ForSearchTwitter ResearchSearch.twitter.com/advancedLocality: use ‘near:’

60. Search for  or 

61. Find people who need advice or services in your area

62. Look at messages to a large company from local people and offer your solution insteadHashtags.orgTweetbeep.com

63. OptimisingBlogs, Websites And Social Media ForSearch2. Create

64. OptimisingBlogs, Websites And Social Media ForSearchBasic SEO #1: StructureContent silo approach

65. Quantity no longer a factor

66. ‘’silo’’ navigation and linking

67. Inject rotating content into pages

68. Keep it simple and logical

69. Call to actions on each pageOptimisingBlogs, Websites And Social Media ForSearchBasic SEO #2: URL Formationwww.armandos.com

70. www.armandos.com/accountancy/

71. www.armandos.com/accountancy/services

72. www.armandos.com/accountancy/planning

73. www.armandos.com

74. www.armandos.com/tax/

75. www.armandos.com/tax/returns

76. www.armandos.com/tax/adviceNo subdomains!

77. OptimisingBlogs, Websites And Social Media ForSearchTitle:Should not exceed 72 characters, at least 4 words. Include the keyword phrase in the title toward the beginningDescription: The first and/ or meta description165 characters, include the keyword toward the beginning.Body: At least 300 words. Each keyword should not represent more than 5.5% of the total words on the page. Including some content in a bulleted list is a good idea.Basic SEO #3: Content

78. OptimisingBlogs, Websites And Social Media ForSearchBasic SEO#4: ToolsUse a good, open source CMS:Wordpress, Drupal, ModXUse a fast server, UK Based with good IP address

79. Look at HTML 5 in place of flash or Java/ pop-ups.

80. Use Google Webmaster Tools and Analytics

81. Use 301 redirects if content is moved or site design is new.

82. Be nice, no tricks!OptimisingBlogs, Websites And Social Media ForSearchBlog Guideline 1: Your BlogCategories Design clear keyword rich categories to link to your web page structure – or make the categories your web page structure! Permanent URL Ensure it is keyword rich and accurately reflecting post titleTags Do not over tag! 10 – 15 at most.Post footers: Include your commercial information here, leave the blog post to offer the value

83. OptimisingBlogs, Websites And Social Media ForSearchBlog Guideline 2: Their blogsConstructive commenting - gives you authority - link opportunities - social participationExamine their posts and comments first - allows you to get a ‘feel’ for the audiencePromote your comments Tweeting about your comments and promoting other people’s blogs is cooler than pushing your own stuffSEO Value Huge SEO value in your name and brand appearing across industry / interest related sites

84. OptimisingBlogs, Websites And Social Media ForSearchBlog Guideline 3: News & PRURL’s must: - be permanent - contain a 3-digit number - avoid date inclusion - RSS helpsMultiple Authors To differentiate your blog as a ‘news’ sourceCorrect length Press releases that are too short (150 words) or too long (500 words) will not be includedPictures Are used in the Google News search results.

85. OptimisingBlogs, Websites And Social Media ForSearchFacebook Optimisation:Open Graph The Open Graph protocol enables any web page to become a rich object in a social graph. When a user ‘likes’ your web page, then OG information about the site, page, post, and picture ensures correct rendering within facebook. This leads to a higher ‘viral’ spread factor. Information about your page/ object is also stored appropriately in the facebook database, optimised for any search based activity or automated recommendation

86. OptimisingBlogs, Websites And Social Media ForSearchFacebook Optimisation:Open Graph Example:og:title = "The Rock"og:type = "movie"og:url = "http://www.imdb.com/title/tt0117500"og:image = "http://ia.media-imdb.com/rock.jpg"og:site_name = "IMDb"

87. OptimisingBlogs, Websites And Social Media ForSearchFacebook Optimisation:Open Graph Object Types:

88. OptimisingBlogs, Websites And Social Media ForSearchFacebook Optimisation:Open Graph Implementation:1. Research facebook interests2. Add OG metadata to your site/page3. Add ‘like’ button4. ‘’Push’’ into facebook by ‘liking’

89. OptimisingBlogs, Websites And Social Media ForSearch3. PPC Networks

90. OptimisingBlogs, Websites And Social Media ForSearchBenefits of Ads:Gain early tractionResearch tool‘long tail’ KW marketingActs as a ‘signal’Platform / location targetingGood source of ROI when optimised

91. OptimisingBlogs, Websites And Social Media ForSearchMain PPC Platforms:Google AdwordsMSN AdcenterFacebookLinkedInBaidu

92. OptimisingBlogs, Websites And Social Media ForSearchPPC Basics #1:Find the right peopleStandard Google KW settings can trigger unwanted ad displays (broad-match)

93. Use ‘search string’ reports to understand actual phrases people use

94. Add negatives or set to exact match

95. 1 ad per 5 – 10 keywords

96. Be specific in your ad

97. Exclude unwanted locations/ timesOptimisingBlogs, Websites And Social Media ForSearchPPC Basics #2:Pay less per clickQuality score is awarded to better performing ads

98. You can pay less per click than a higher – positioned competitor

99. Ensure relevancy in keyword, ad and landing page

100. A/B test ads continuously

101. Segment different keywords into campaigns with set daily budgetsOptimisingBlogs, Websites And Social Media ForSearchNew PPC Ideas #1:Mobile TargetingTarget Ipad, Iphone, Android & Mobile

102. Geo-target ad delivery for location an map inclusions

103. Ads on mobile sites in a given area can be triggered.

104. Use click-to-call, no website required

105. Click-to-app, Itunes and Android Markets

106. Adwords stats will show performance for various platformsOptimisingBlogs, Websites And Social Media ForSearchNew PPC Ideas #2:hunting lost conversions!Install tracking code on your site and conversion pages

107. Build a cookie-identified audience of any visitor that starts conversion process but does not complete

108. Target ads across display network to this visitor

109. Set delivery frequency/ cookie length

110. Delay ad trigger for subscription reminders etc.OptimisingBlogs, Websites And Social Media ForSearch4. Measure and improve

111. OptimisingBlogs, Websites And Social Media ForSearchMultichannel MarketingOrganic searchPPCTwitterFacebookEmail linkDirect visitorApp userReferring websiteEvent / ShowDirect Mail

112. OptimisingBlogs, Websites And Social Media ForSearchConversionsOnline enquiry formPhone callApp/file downlowdPurchaseSubscriptionEmailShop / event visitBookingSite visitors/ Ad servings

113. OptimisingBlogs, Websites And Social Media ForSearchAnalytics: ToolsGoogle Analytics

114. Google Urchin (server based)

115. PPC Conversion Code

116. Alterian SM2 / Radian6

117. Facebook insights

118. Google Alerts / Tweetbeep

119. Weblogs

120. Google Webmaster Tools

121. Ask visitors!OptimisingBlogs, Websites And Social Media ForSearchAnalytics: Google Analytics SetupCorrectly install code - Subdomains - Checkout pages - EventsSet up filters for internal traffic

122. Create multistep funnels and goals

123. Create custom segments

124. Tie in Adwords accounts

125. UTM Tagging

126. Compile master email reportOptimisingBlogs, Websites And Social Media ForSearchAnalytics: Goldladder Call Tracking‘’pool’’ telephone number is assigned per web session

127. Incoming source is tied to web session

128. If number called, stats are injected into analytics

129. Subsequent page visit/ actions recorded

130. Call audio can be recorded/ savedOptimisingBlogs, Websites And Social Media ForSearchThanks for listening!Goldladder.co.ukInnovations centre, phase 2 floor 1info@goldladder.co.uk01392 275554@goldladder