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Matt Davidson, co founder at Goldladder, presents a guide for SEO in 2011, for both traditional and new social media search methods.
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Optimising Blogs, Websites And Social Media For Search
Matt DavidsonGoldladder Ltd
Goldladder Ltd:
Optimising Blogs, Websites And Social Media For Search
• 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:
Optimising Blogs, Websites And Social Media For Search
• 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:
Optimising Blogs, Websites And Social Media For Search
• 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?
Optimising Blogs, Websites And Social Media For Search
Search Engine Optimisation is the process of improving
visibility during a search based activity, by focussing
information and signals.
Visability:
Optimising Blogs, Websites And Social Media For Search
• Ranking• Reach• Rating• Following• Trust• Authority• POI
Search based activity:
Optimising Blogs, Websites And Social Media For Search
• Keyword• Profile interest/ hobby• Asking friends/ followers• Forum question• Automated recommendation• Location Information• Directory search• News or feed request• Online journey
Information:
Optimising Blogs, Websites And Social Media For Search
• 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:
Optimising Blogs, Websites And Social Media For Search
• 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.
Optimising Blogs, Websites And Social Media For Search
People and search engines see this network and form an
impression of you.
1. Research
Optimising Blogs, Websites And Social Media For Search
Optimising Blogs, Websites And Social Media For Search
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’
Optimising Blogs, Websites And Social Media For Search
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
Optimising Blogs, Websites And Social Media For Search
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
Optimising Blogs, Websites And Social Media For Search
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
Optimising Blogs, Websites And Social Media For Search
Optimising Blogs, Websites And Social Media For Search
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
Optimising Blogs, Websites And Social Media For Search
• 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
Optimising Blogs, Websites And Social Media For Search
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
Optimising Blogs, Websites And Social Media For Search
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!
Optimising Blogs, Websites And Social Media For Search
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
Optimising Blogs, Websites And Social Media For Search
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
Optimising Blogs, Websites And Social Media For Search
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.
Optimising Blogs, Websites And Social Media For Search
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
Optimising Blogs, Websites And Social Media For Search
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"
Optimising Blogs, Websites And Social Media For Search
Facebook Optimisation:Open Graph Object Types:
Optimising Blogs, Websites And Social Media For Search
Facebook Optimisation:Open Graph Implementation:
1. Research facebook interests2. Add OG metadata to your site/page3. Add ‘like’ button4. ‘’Push’’ into facebook by ‘liking’
Optimising Blogs, Websites And Social Media For Search
3. PPC Networks
Optimising Blogs, Websites And Social Media For Search
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
Optimising Blogs, Websites And Social Media For Search
Main PPC Platforms:
1. Google Adwords2. MSN Adcenter3. Facebook4. LinkedIn5. Baidu
Optimising Blogs, Websites And Social Media For Search
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
Optimising Blogs, Websites And Social Media For Search
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
Optimising Blogs, Websites And Social Media For Search
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
Optimising Blogs, Websites And Social Media For Search
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.
Optimising Blogs, Websites And Social Media For Search
4. Measure and improve
Optimising Blogs, Websites And Social Media For Search
Multichannel Marketing
1. Organic search2. PPC3. Twitter4. Facebook5. Email link6. Direct visitor7. App user8. Referring website9. Event / Show10. Direct Mail
Optimising Blogs, Websites And Social Media For Search
Conversions
1. Online enquiry form2. Phone call3. App/file downlowd4. Purchase5. Subscription6. Email7. Shop / event visit8. Booking9. Site visitors/ Ad servings
Optimising Blogs, Websites And Social Media For Search
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!
Optimising Blogs, Websites And Social Media For Search
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
Optimising Blogs, Websites And Social Media For Search
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
Optimising Blogs, Websites And Social Media For Search
Thanks for listening!Goldladder.co.ukInnovations centre, phase 2 floor [email protected] 275554@goldladder