Webinar:

An in-depth look atSearch Engine Optimisation

Presenter: Sam Shetty Date: November 2011

Today’s agenda

■ The SEO Journey

■ SEO 2011

■ Social SEO

■ SEO checklist 2011

■ SEO Tools

■ Q & A

2001: A Crazy Search Landscape

The Algorithm

(Keyword Use + Anchor Text)

X

Page Rank

= Page 1 Listing !!!

Simpler times. Spammier times, too.

SERPs All Looked Like This:

SEO Meant a Few Fundamentals

Or, More Often, Link Spamming

Fast Forward 7 Years

Google’s Dominating

But Not Much Else Has Changed

It’s a Whole New World

SERPs Rarely Look Like This Anymore

They now look more like this …

Or This …

Or This …

There’s Rich Snippets & Schema.org

Video Results

SERPs Are Almost Always Personalised

Search history, social networks, previous clicks and

more impact personalization + rankings

Search Barely Requires Typing

Misspellings are a Thing of the Past

The Algorithm Has Changed, Too

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

In 2011, link-based factors (page and domain-level) have shrunk in the voters’ minds to

only ~45% of algorithmic components. Note: because the question options changed

slightly (and more options were added), direct comparison may not be entirely fair.

Make the Site Search-Engine Friendly

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlWhile there was some significant contention about issues like paid links and ads vs.

content, the voters nearly all agreed that social signals and perceived user value signals

have bright futures.

What Do SEOs Believe Will Happen w/ Google’s Use of

Ranking Features in the Future?

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlNOTE: We surveyed SEOs about more on-page optimization features, but I didn’t include

them all on this chart as it would make the labels very tiny and hard to read

Most Important On-Page, Keyword-Use Factors(as voted on by 132 SEOs)

My guess: Some voters didn’t fully understand the internal/external link anchors choice

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlAlthough voters thought Twitter data / tweets to URLs were more influential, Facebook’s

metrics are substantially better correlated with rankings. Time to get more FB Shares!

Correlation of Social Media-Based Factors(data via Topsy API & Google Buzz API)

Amazing: Facebook Shares is our single highest

correlated metric with higher Google rankings.

Panda Effect .. Things to watch out for

■ Duplicate content from pages in your own site.

■ Over saturating for keywords.

■ Excessive grammar, spelling and punctuation errors.

■ Missing meta titles and descriptions.

■ Duplicate content from off-site(including checking whether off-site pages have duplicated your pages)

■ Poor user performance(time onsite, bounce rate, etc.).

■ An excessively high “ad to content” ratio.

■ Broaden your search with digital assets

New SEO process

Target Keywords

Important to have

your keywords

mentioned throughout

a page

BUT

Do not go overboard

Keyword strategy

“Good, Unique Content” is NOT ENOUGH

Discover What People Want

Build Links

http://opensiteexplorer.org

SEO tools to consider

■ Keywords : Google keyword tool , Semrush

■ One page SEO : Optimiser report

■ Blog Comment Management : Disqus, ECHO

■ Link tracking :

■ Social media monitoring : Trackur

■ Social management: Hootsuite

■ Social search : social mention

■ Engagement : Post rank

(Old School) SEO Can’t Be Our Only Strength

You tube & Video optimisation

■ You tube accounts for about 28 % of all Google search results

■ You tube appears often on Google SERP results

■ Create a branded you tube channel for your business

■ Each video on your site should have its own page, indexableby search engines

■ Write descriptive keyword rich keyword titles for your videos on You tube

■ Provide video description for context, share video features

■ Cross promote your videos on other social channels

Smart phone trends

Local SEO

Search Dominates

Search No Longer Works in a Vacuum

Earning a click in the SERPs is merely one

step in a greater process.

But is Nearly Useless By Itself

Every Marketer Sees This:

But That’s Not Reality

Traffic sources

All the traffic we receive that isn’t the result of paid acquisition or advertising

Traffic sources

Referring + Other = 50% of our traffic? But this chart is basically saying Twitter, Facebook, blogs, feed readers and every non-search site that sends traffic is exactly the same.

What is important ?

In Social, Fragmentation Appears Certain

Users: 50mm 750mm 200mm 120mm 10mm

Users: 14mm Millions 14mm 6.5mm

It Lives in the Broader Inbound Funnel

You Probably Won’t Convert Well

Grow Your Social Network to Reach Searchers

Blogs are social

Purchase funnels are changing and DIGITAL is playing a role at every stage.

Awareness

Interest

Desire

Consideration

& Research

Action

Customers see conversations between brands & satisfied customers. This builds trust.

AdvocacyEngaged new customers become great ambassadors

Customers rely on a number of platforms to move to action

Reviews & active communities show prospects that desired needs will be met.

Future: Shift from “doing social”to “being social”

EXTERNALLY: SOCIAL BRAND• Actively listen & respond• Demonstrate social behaviour – compelling,

authentic, transparent.• Community driven.

INTERNALLY: SOCIAL BUSINESS• The expertise of company is available to people• Training & development internally for employees &

business units to become ‘digital citizens’• Social turns inward as teams collaborate internally

Social Can Spread a

Message Like Nothing Else

Today is a

Huge

Influence

on Search

What should I do now !!!

■ Data as content marketing

■ Video content + SERP visuals

■ Though Leadership – Blogs , Rel=Author

■ Social networks for personalized rankings

■ Link building with your social followers

■ Long tail SEO

■ PR through Social Outreach

■ Viral worthy content

■ Influence search suggest through branding

■ Leverage though leaders to build content ( surveys)

SEO Checklist

■ Content strategy

■ Blog strategy

■ Social Strategy

■ Video strategy

■ Reputation Management

■ Social media monitoring

Conclusion

■ Q&A

■ Request a free site review

■ THANK YOU

■ Sam shetty sam.shetty@netregistry.com.au