10. INTRODUCTION TRADITIONAL SEO PILLARS
Can search
engines find it?
Architecture
Become a
Useful and engaging
reputable source
content to address the
for your content
user in their language
Content Reputation
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11. SEARCH &
DEVELOPING SIGNALS OF SEARCH
SOCIAL
“The theory is that search results are more
relevant when they take into account one’s
social connections. Social search is paradigm
shifting. It means that who you know changes
what you get (WYKCWYG)”.
Guy Kawasaki
18. SOCIAL SIGNALS PLATFORM SIGNIFICANCE
Search engine market share
SEO
SOCIAL MEDIA
Social media market share
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19. The question for marketers:
Can you improve your short- and long-
term search performance by becoming
active in Google+?
20. Search ads with +1 annotations have
a 5-10% uplift in click through rate (Google)
TIP: Link up your AdWords account with your Google+ account
21. Organic listings with +1 annotations can have
a 5-20% uplift in click through rate (Search Engine Watch)
TIP: Create a Google+ Page for your business and then link your website
to your Google+ Page. Add a +1 button to your pages.
22. Organic listings with Google+ signals can increase
rankings by 20% (Search Engine Watch)
TIP: Become active in Google+ and promote your content to increase your SEO
rankings, traffic and conversions
23. The answer:
Yes - becoming highly active in Google+
is already one of many factors in natural
and paid search performance
TIP: Test, test and test
26. CONTENT SEGMENT BY LOCATION
CONTENT
ONSITE OFFSITE
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27. CONTENT SEGMENT BY TYPE
ESSENTIAL VS SHARABLE
– Product/Service descriptions – How-to’s – Reports
– Company info – Informational articles – White papers
– News, press releases and blog – Blog posts – PowerPoint
content – Interviews – Video
– Ebooks – Apps
– Infographics
TIP: Create useful, unique and interesting content
TIP: Analyse competing websites to identify popular content and topics
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28. ANALYSIS OPEN SITE EXPLORER.ORG
Roller Coaster
Ad
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33. CONTENT SEGMENT BY AUDIENCE
INFORMATION VS PROMOTION
– Existing customers – Which sites will share your content
– New customers – Who will share your content
33 TIP: Check the target sites link out and promote content socially
34. CONTENT AUTHOR CREDIBILITY SIGNALS
> Google recognises and credits the original
author
– Connect authors’ profiles to Google+
through rel=author tag
– The higher the authority, the higher articles
rank
> 1 in 5 searches already displays authorship
(Search Engine Land)
Tip: Set up your Google Author profiles and start building up authority
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40. IMPORTANCE THE TRUTH IS SOMEWHERE AROUND
1. The percentage of your customers with a GMAIL/GOOGLEMAIL address
2. The percentage of signed-in visitors entering your site as “not provided”
All customers
Gmail
customers
“not
provided”
40 TIP: Monitor the monthly number of visitors as “not provided”
41. IMPORTANCE BY INDIVIDUAL
4,291 CONNECTIONS !
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42. IMPORTANCE BY INDUSTRY
Source: http://simplymeasured.com
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43. IMPORTANCE BY BRAND
Source: http://simplymeasured.com
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45. SEARCH &
FUTURE OF SEACH AND SOCIAL
SOCIAL
> Facebook to launch a search engine
> Links will remain the main factor for few more
years
– Financial services and B2B
> If Google+ fails, Google will acquire a social
networking platform
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47. TIP 1 SOCIAL SHARING BUTTONS TIP
> Add social sharing buttons
– AddThis (http://www.addthis.com/)
– ShareThis (http://sharethis.com/)
> Customise your buttons to increase
sharing and promoting
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