Universal Search Optimisation

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How do you optimise for "other" types of content on the web? Checklists for optimising to improve your rankings for Images, Video, Latest Results, Shopping, Local.

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Universal Search Optimisation

  1. 1. Optimising for Universal Search Susan Hallam [email_address] www.hallam.biz
  2. 2. Is it SEO.... or ritual sacrifice? <ul><li>Text </li></ul><ul><li>Links </li></ul><ul><li>External Factors </li></ul>
  3. 3. <ul><li>Images </li></ul><ul><li>Video </li></ul><ul><li>News </li></ul><ul><li>Local </li></ul><ul><li>Shopping </li></ul><ul><li>Latest Results </li></ul><ul><li>Blogs </li></ul><ul><li>Music </li></ul>Universal Search It’s optimisation, but not as we know it...
  4. 4. Start with Keyword Research
  5. 5. Image Optimisation
  6. 6. Image Optimisation
  7. 7. Image Optimisation
  8. 8. <ul><li>Keyword rich filename </li></ul><ul><li>Keyword rich ALT tags </li></ul><ul><li>Embed image on a relevant page </li></ul><ul><li>Create internal and external links to the image </li></ul><ul><li>Enable Image Search in Your Webmaster Tools </li></ul><ul><li>Include Keywords in your image </li></ul><ul><li>Participate in Google Labeller. </li></ul>Image Optimisation Checklist http://www.shcl.co.uk/blog/2008/05/optimising-images.html
  9. 9. Latest Results http://www.shcl.co.uk/blog/2009/12/google-update-latest-results.html
  10. 10. Video
  11. 11. Optimising Video
  12. 12. <ul><li>Nothing new under the sun: Original text </li></ul><ul><ul><li>Video Title (120 characters) </li></ul></ul><ul><ul><li>Description (start with your URL) (1000 characters) </li></ul></ul><ul><ul><li>Tags (120 characterse) </li></ul></ul><ul><li>Nothing new under the sun: Incoming links </li></ul><ul><li>Community interaction: Views, Ratings, Comments </li></ul><ul><li>Your own interaction on YouTube: contributions </li></ul><ul><li>Views: embed on other keyword rich relevant pages </li></ul><ul><li>Going viral: Name your channel something good (“How to..” </li></ul>Video Optimisation Checklist
  13. 13. Shopping
  14. 14. <ul><li>Requires online sales </li></ul><ul><li>Create a high quality data feed with complete set of item attributes </li></ul><ul><ul><li>Category </li></ul></ul><ul><ul><li>Mandatory, Recommended & Optional attributes </li></ul></ul><ul><ul><li>Tax and shipping </li></ul></ul><ul><ul><li>Specific Image </li></ul></ul><ul><ul><li>Manufacturers Part Number (MPN) or Universal Product Code (UPC) or equivalent </li></ul></ul><ul><ul><li>Custom attributes (what people search for) </li></ul></ul>Google Merchant Checklist
  15. 15. Local Results
  16. 16. <ul><li>Verify listed in Google Local Business Centre </li></ul><ul><li>Have a local address </li></ul><ul><li>Choose appropriate categories for listing </li></ul><ul><li>Include product/service in Company Name </li></ul><ul><li>Get listed in the major local directories </li></ul><ul><li>Create a complete listing </li></ul><ul><li>Have a locally-optimised website </li></ul><ul><li>Get customer reviews </li></ul>Google Local Checklist
  17. 17. News
  18. 18. <ul><li>Press release newswire services </li></ul><ul><li>Keyword rich </li></ul><ul><ul><li>Headline </li></ul></ul><ul><ul><li>Summary </li></ul></ul><ul><ul><li>Headings </li></ul></ul><ul><ul><li>Bold, italic </li></ul></ul><ul><ul><li>Focus on keywords at the top of the release </li></ul></ul><ul><ul><li>Keyword density </li></ul></ul><ul><ul><li>Keyword rich links back to your site </li></ul></ul>Optimising Press Releases
  19. 19. <ul><li>Images </li></ul><ul><li>Video </li></ul><ul><li>News </li></ul><ul><li>Local </li></ul><ul><li>Shopping </li></ul><ul><li>Latest Results </li></ul><ul><li>Blogs </li></ul><ul><li>Music </li></ul>Universal Search It’s optimisation, but not as we know it...
  20. 20. Sneak Preview....
  21. 21. Optimising for Universal Search Susan Hallam [email_address] www.hallam.biz

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