Goldladder SEO Presentation

Optimising Blogs, Websites And Social Media For Search

Matt DavidsonGoldladder Ltd

Goldladder Ltd:


• Started in 2001, Incorporated in 2004• Always based in Exeter.• 1st year at Innovation centre, 2nd room!• Pure search from the outset• Google Accredited company• Team of 5. Dedicated client relationship managers at

Google• Clients include Financial times, Lloyd’s of London, Axa and

Elsevier.

Then:


• First ‘’true’’ search engines: Google, Inktomi, Alta Vista and Yahoo.

• Simple architecture/ meta data.• Search marketing platforms from Overture and

Espotting• Analytics mainly server-based• Platforms: Desktop search. Pre-broadband!

Now:


• Search Engines: Google, Bing, Facebook and Twitter, plus location/mobile.

• Search marketing platforms Adwords, Yahoo & Facebook

• Analytics: session/cookie based• Platforms: desktop, mobile and tablet.

What Is SEO?


Search Engine Optimisation is the process of improving

visibility during a search based activity, by focussing

information and signals.

Visability:


• Ranking• Reach• Rating• Following• Trust• Authority• POI

Search based activity:


• Keyword• Profile interest/ hobby• Asking friends/ followers• Forum question• Automated recommendation• Location Information• Directory search• News or feed request• Online journey

Information:


• Website structure• Blog post / web page• Profile • PR / White paper• Status update/ Tweets• Blog comments• Forum participation• Ad network• Product / service types• Map and directory entries

Signals:


• Link quality• Link relevancy• Structural order / importance• Popularity• Authority/ quality• Likes / votes / sharing• Citations• Trending• Semantic information

Your online visibility is based around a network.


People and search engines see this network and form an

impression of you.

1. Research



Google ResearchGoogle: ‘external keyword tool’• Use negative filters• Tick ‘’only show...’’ box• Select location/ local searches• Good for ‘longtail’

Ads.youtube.com/keyword_tool

Google: ‘Trends’


Facebook ResearchFacebook.com/ads/create• Shows size of potential

audience• Can target users of other

pages, events, groups or apps• Based on likes and interests• Further demographics

Facebook.com/search• Use ‘’show posts by everyone’’

for realtime global data


Local ResearchWhitespark.ca/tools/local-

citation-finder

• Shows local search algorithm influences

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

• Also use external KW tool• And google searches set to

location


Twitter ResearchSearch.twitter.com/advanced

• Locality: use ‘near:’• Search for or • Find people who need advice or

services in your area• Look at messages to a large

company from local people and offer your solution instead

Hashtags.orgTweetbeep.com

2. Create



Basic SEO #1: Structure

• Content silo approach• Quantity no longer a factor• ‘’silo’’ navigation and linking• Inject rotating content into

pages• Keep it simple and logical• Call to actions on each page


• www.armandos.com• www.armandos.com/accountancy/• www.armandos.com/accountancy/services• www.armandos.com/accountancy/planning

• www.armandos.com• www.armandos.com/tax/• www.armandos.com/tax/returns• www.armandos.com/tax/advice

No subdomains!

Basic SEO #2: URL Formation


Title: Should not exceed 72 characters, at least 4 words. Include the keyword phrase in the title toward the beginning

Description: 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


Basic SEO#4: Tools

• Use a good, open source CMS: Wordpress, Drupal, ModX• Use a fast server, UK Based with good IP

address• Look at HTML 5 in place of flash or Java/

pop-ups.• Use Google Webmaster Tools and

Analytics• Use 301 redirects if content is moved or

site design is new.• Be nice, no tricks!


Blog Guideline 1: Your Blog• Categories

Design clear keyword rich categories to link to your web page structure – or make the categories your web page structure!

• Permanent URLEnsure it is keyword rich and accurately reflecting post title

• TagsDo not over tag! 10 – 15 at most.

• Post footers:Include your commercial information here, leave the blog post to offer the value


Blog Guideline 2: Their blogs• Constructive commenting

- gives you authority - link opportunities - social participation

• Examine their posts and comments first - allows you to get a ‘feel’ for the audience

• Promote your commentsTweeting about your comments and promoting other people’s blogs is cooler than pushing your own stuff

• SEO ValueHuge SEO value in your name and brand appearing across industry / interest related sites


Blog Guideline 3: News & PR• URL’s must:

- be permanent - contain a 3-digit number - avoid date inclusion - RSS helps

• Multiple Authors To differentiate your blog as a ‘news’ source

• Correct lengthPress releases that are too short (150 words) or too long (500 words) will not be included

• PicturesAre used in the Google News search results.


Facebook 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


Facebook 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"


Facebook Optimisation:Open Graph Object Types:


Facebook Optimisation:Open Graph Implementation:

1. Research facebook interests2. Add OG metadata to your site/page3. Add ‘like’ button4. ‘’Push’’ into facebook by ‘liking’


3. PPC Networks


Benefits of Ads:

1. Gain early traction2. Research tool3. ‘long tail’ KW marketing4. Acts as a ‘signal’5. Platform / location targeting6. Good source of ROI when

optimised


Main PPC Platforms:

1. Google Adwords2. MSN Adcenter3. Facebook4. LinkedIn5. Baidu


PPC Basics #1:Find the right people

• Standard Google KW settings can trigger unwanted ad displays (broad-match)

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

• Add negatives or set to exact match• 1 ad per 5 – 10 keywords• Be specific in your ad• Exclude unwanted locations/ times


PPC Basics #2:Pay less per click

• Quality score is awarded to better performing ads

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

• Ensure relevancy in keyword, ad and landing page

• A/B test ads continuously• Segment different keywords into

campaigns with set daily budgets


New PPC Ideas #1:Mobile Targeting

• Target Ipad, Iphone, Android & Mobile• Geo-target ad delivery for location an

map inclusions• Ads on mobile sites in a given area can be

triggered.• Use click-to-call, no website required• Click-to-app, Itunes and Android Markets• Adwords stats will show performance for

various platforms


New PPC Ideas #2:hunting lost conversions!• Install tracking code on your site and

conversion pages• Build a cookie-identified audience of any

visitor that starts conversion process but does not complete

• Target ads across display network to this visitor

• Set delivery frequency/ cookie length• Delay ad trigger for subscription

reminders etc.


4. Measure and improve


Multichannel Marketing

1. Organic search2. PPC3. Twitter4. Facebook5. Email link6. Direct visitor7. App user8. Referring website9. Event / Show10. Direct Mail


Conversions

1. Online enquiry form2. Phone call3. App/file downlowd4. Purchase5. Subscription6. Email7. Shop / event visit8. Booking9. Site visitors/ Ad servings


Analytics: Tools

• Google Analytics• Google Urchin (server based)• PPC Conversion Code• Alterian SM2 / Radian6• Facebook insights• Google Alerts / Tweetbeep• Weblogs• Google Webmaster Tools• Ask visitors!


Analytics: Google Analytics Setup

• Correctly install code - Subdomains - Checkout pages

- Events• Set up filters for internal traffic• Create multistep funnels and goals• Create custom segments• Tie in Adwords accounts• UTM Tagging• Compile master email report


Analytics: Goldladder Call Tracking

• ‘’pool’’ telephone number is assigned per web session

• Incoming source is tied to web session• If number called, stats are injected

into analytics• Subsequent page visit/ actions

recorded• Call audio can be recorded/ saved


Thanks for listening!Goldladder.co.ukInnovations centre, phase 2 floor [email protected] 275554@goldladder

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Goldladder SEO Presentation