Uploaded byGreywood Digital
Seo Best Practices for 2013
The document outlines SEO best practices for 2013 and beyond, focusing on important trends like rich snippets, authorship, and local search. It emphasizes creating engaging, customer-centric content and leveraging technical aspects such as microdata for improved visibility. Key takeaways include the necessity of quality content, mobile optimization, and the importance of user engagement.
Seo Best Practices for 2013
- 1. SEO Best Practicesfor 2013 and Beyond An Overview of Emerging Trends in Natural Search Keith Horwood Head of SEO at Found www.found.co.uk @eagle8 @found_online
- 2. What we willcover Getting Technical Rich Snippets Authorship Local & Mobile Building Content: 2013 & Beyond 2
- 3. Rich Snippets So what is a rich snippet? “A „snippet‟ is the information that is displayed underneath each individual search result. Rich snippets provide additional engaging content & also push your competitors further down the page.” 3
- 4. Rich Snippets It’s not just about reviews! 4
- 5. Rich Snippets It’s not just about reviews! 5
- 6. Rich Snippets It’s not just about reviews! 6
- 7. Rich Snippets And they’re really easy to implement itemscope itemtype="http://schema.org/Event"> <a itemprop="url" href="the-tear-thief"> Unicorn Theatre Tickets: <span itemprop="name"> The Tear Thief</span> </a> <meta itemprop="startDate" content="2012-11-29T13:30"> Wed, 11/29/12 1:00 p.m. <div itemprop="location" itemscope itemtype="http://schema.org/Place"> <a itemprop="url" href=“/"> Unicorn Theatre </a> <div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"> <span itemprop="addressLocality">London</span> <span itemprop="addressRegion">UK</span> </div></div> <div itemprop="offers" itemscope itemtype="http://schema.org/AggregateOffer"> Priced from: <span itemprop="lowPrice">£10</span> </div> </div> 7
- 8. Getting Technical –Authorship Link authors to content – adds trust and authority Improve authority - CTR Improve rankings – AuthorRank – Google have a patent called ‘Agent Rank’ Remember, this can apply to YouTube content too Side Effects: Better Quality Content Nobody (usually) wants to put their name to poor quality content 8
- 9. Getting Technical –Authorship Guess what? This is easy to do too Link to Internal Author Pages with ?rel=author Link from Internal Author Pages to G+ with ?rel=me OR Link directly from articles to the G+ profile https://plus.google.com/authorship 9
- 10. Rich Snippet TopTips Use Microdata– Schema.org (HTML5 & Google Recommended) Plugins are available Don’t fake it! Authorship: Use a good, visible, recognisable headshot. TEST – Google provide a tool http://www.google.com/webmasters/tools/richsnippets Integrate Social Open Graph Protocol & Twitter Cards 10
- 11. Local Do not underestimate the power of Google+ local 11
- 12. Local Use Free Mobile Testing Tools http://www.howtogomo.com http://responsive.is/ http://www.springbox.com/mobilizer/ 12
- 13. Local Test With Google’s Mobile Landing Page Templates http://www.google.com/sites/help/mobile-landing-pages/mlpb.html 13
- 14. Customer Centric Content Content is king. Seriously. Entertaining Offers a Shareable From one person to USP a group of people – Customer Centric think - who is going Content Great to link to it? Engaging concept Fantastic design 14
- 15. Content Choose the Right Medium – Video Can Produce Results 15
- 16. Content Gather Data - Visualise Data - Curate… 16
- 17. Content Images Are Very Shareable if You Have Originals 17
- 18. Content Events & Partnerships Can Connect to New Audiences 18
- 19. Content Regular Recipes – Great Images too! 19
- 20. Content – WhereFrom? Local Events – Engage With Other Businesses 20
- 21. Content – WhereFrom? Showcase Your In Imaginative Ways Products 21
- 22. Content – WhereFrom? Use Your Community ASOS 22
- 23. Content Top Tips Optimise! Promote! Re-work & re-purpose Build relationships 23
- 24. Content – TopTips Evaluate Successes and Failures 24
- 25. Takeaways Getthe basics right Engage with your customers & learn from them Mobile & Local should be a prime focus Content: Quality over quantity Don’t give up! 25
- 26. Confused? Get in Touch!@eagle8
Editor's Notes
- #2 Introduction – I look at improving the online strategy of companies online. Passion for SEO & digital marketing – -building websites that needed to get top positions for a small business
- #4 Get more data into search resultsPeople can make decisions quicker. No ranking improvements – but CTR improvements
- #5 Reviews are the most commonevents, music, places people, organisations
- #6 Reviews are the most commonevents, music, places people, organisations
- #7 Reviews are the most commonevents, music, places people, organisations
- #8 MicrodataThis is eventBut there is a schema for performing arts
- #10 (if the author has a Google Plus account)
- #11 Real reviews. – complaints can be filedPlug-in – Yoast for Wordpress – SEO + Video
- #12 Google Plus Local – Make sure you have a complete presence Make sure your profiles are completed on all local sites- make sure addresses all match up. 0 make sure al details are the same and correct. CITATIONSYelp etcNiches : urban spoon – give little example ?Use all of the Other Quality Local SitesSome will work better than others. Make sure all profiles are complete! Embrace Local Apps – Foursquare etc.Do not underestimate Local Word of Mouth online! Google Analytics – Analyse your Mobile TrafficTest Your Site Mobile Meter, Responsive.isTop TipPhone Number Large and ‘Tappable’ Including as a link will allow calls when tapped….Test landing pages with AdWords!
- #13 Google Plus Local – Make sure you have a complete presence Make sure your profiles are completed on all local sites- make sure addresses all match up. 0 make sure al details are the same and correct. CITATIONSYelp etcNiches : urban spoon – give little example ?Use all of the Other Quality Local SitesSome will work better than others. Make sure all profiles are complete! Embrace Local Apps – Foursquare etc.Do not underestimate Local Word of Mouth online! Google Analytics – Analyse your Mobile TrafficTest Your Site Mobile Meter, Responsive.isTop TipPhone Number Large and ‘Tappable’ Including as a link will allow calls when tapped….Test landing pages with AdWords!
- #14 Google Plus Local – Make sure you have a complete presence Make sure your profiles are completed on all local sites- make sure addresses all match up. 0 make sure al details are the same and correct. CITATIONSYelp etcNiches : urban spoon – give little example ?Use all of the Other Quality Local SitesSome will work better than others. Make sure all profiles are complete! Embrace Local Apps – Foursquare etc.Do not underestimate Local Word of Mouth online! Google Analytics – Analyse your Mobile TrafficTest Your Site Mobile Meter, Responsive.isTop TipPhone Number Large and ‘Tappable’ Including as a link will allow calls when tapped….Test landing pages with AdWords!
- #15 The Right content can help you achieve these goals – by being there at the time when people need informationWhat assets does your organisation have?Video? Images? Great People? Knowledge? Amazing Products? What is currently most popular?Shares? Traffic? Low Bounce Rates? Leads? Customer Response?What reports are from internal site search? Can people find what they need?
- #16 The Right content can help you achieve these goals – by being there at the time when people need informationPeople now conduct research online before deciding on almost everything. Haircuts, Restaurants, What to Eat for Dinner?
- #17 The Right content can help you achieve these goals – by being there at the time when people need informationPeople now conduct research online before deciding on almost everything. Haircuts, Restaurants, What to Eat for Dinner?
- #18 The Right content can help you achieve these goals – by being there at the time when people need informationPeople now conduct research online before deciding on almost everything. Haircuts, Restaurants, What to Eat for Dinner?
- #19 The Right content can help you achieve these goals – by being there at the time when people need informationPeople now conduct research online before deciding on almost everything. Haircuts, Restaurants, What to Eat for Dinner?
- #20 The Right content can help you achieve these goals – by being there at the time when people need informationPeople now conduct research online before deciding on almost everything. Haircuts, Restaurants, What to Eat for Dinner?
- #21 Organise EventsGet involved in Charity workGet in evolved in a local projectsPRGamification: How can You Reward the Best Content? Gamification? Offers? ASOS do this well, and so does SEOMoz
- #22 Organise EventsGet involved in Charity workGet in evolved in a local projectsPRGamification: How can You Reward the Best Content? Gamification? Offers? ASOS do this well, and so does SEOMoz
- #23 Organise EventsGet involved in Charity workGet in evolved in a local projectsPRGamification: How can You Reward the Best Content? Gamification? Offers? ASOS do this well, and so does SEOMoz
- #24 Make Sure Basic Optimisation is Covered – Titles, Descriptions, H1 Tags, URLs.Build Email SubscribersLink Don’t Hide a Blog or Your Content Deep It should be for users, not search engines.Make it easily ShareableMake it display well on MobilesConnect Socially with Others in Same or Similar NichesPromote the Best Content on-site so it is more VisibleIf you have a community, encourage their own sharing through their own channels. Build Relationships. Allow Authoriative Guest ContributorsResearch, research, research! Mark up your video contentUse video sitemaps to assist indexingUse ads & brand awareness videos on YouTubeThink about using services other than YouTube for product or ‘conversion’ videos – Drive traffic to site and not to YoutubeVideo can drive conversions on product pages. Takes more effort but reward is thereRemember: Quality over Quantity!
- #25 Make Sure Basic Optimisation is Covered – Titles, Descriptions, H1 Tags, URLs.Build Email SubscribersLink Don’t Hide a Blog or Your Content Deep It should be for users, not search engines.Make it easily ShareableMake it display well on MobilesConnect Socially with Others in Same or Similar NichesPromote the Best Content on-site so it is more VisibleIf you have a community, encourage their own sharing through their own channels. Build Relationships. Allow Authoriative Guest ContributorsResearch, research, research! Mark up your video contentUse video sitemaps to assist indexingUse ads & brand awareness videos on YouTubeThink about using services other than YouTube for product or ‘conversion’ videos – Drive traffic to site and not to YoutubeVideo can drive conversions on product pages. Takes more effort but reward is thereRemember: Quality over Quantity!
- #26 What is important to Fix? How Much Budgets Can You Use? What is the opportunity? All Questions You Need to Ask