LinkedIn SEO Presentation

SEO review

© Upstream Connections 2009
© Essence 2005 - 2011
2012

Agenda
 Background to SEO

 Working with your company

 2013 strategy

 PPC opportunities

 Take Aways

 A.O.B.

© Essence 2005 - 2011
2012

Background to SEO

© Essence 2005 - 2011

What is SEO?
Search engine
optimisation is the
science and art of
getting your website to
rank at the top of the
search results for
relevant keywords

Top position gets 18.20% of all traffic

© Essence 2005 - 2011
2012

Keyword research
 Identifying relevant search words and phrases that potential customers
are searching for to find your product and service.

 How do we do this?
 Look at existing keywords bringing traffic to the website
 Understand the product and service – talk to customers e.g. cloud computing, security
 PPC (Paid) campaign data – positive or negative!
 Use tools which provide estimations of potential traffic volumes and competitiveness
e.g. Google Keyword tool, Google Insights and SEO Moz.

© Essence 2005 - 2011
2012

Onsite
 Are you using the keywords on your website? Are you making the
most of your content?
 E.g. add whitepapers to website and direct traffic from email newsletters

 Unique, Quality Content is king
 Develop landing pages targeting different topics and specific keywords
 Cloud computing, risk trends, Eurozone breakup
 Include relevant webinars and whitepapers
 Include keywords naturally within your title, content and headings

 Technical recommendations :
 Page titles – short, unique and clickable
 Meta descriptions
 URL structure
 Internal linking

 Technical reports
 Can Google read your website? Duplicate content? Site speed? Sitemap?

 Tracking – Google Analytics is ideal and free!
© Essence 2005 - 2011
2012

Offsite – AKA link building (1)
Content placed on 3rd party websites.

Content includes 2 links to website

Each link counts as a vote for your website.

Not all votes have the same weight.

Example page URL

Links to SunGard using keywords and brand name in anchor text in order to help
ranking in Google (opposed to referral traffic).

© Essence 2005 - 2011
2012

Offsite – AKA link building (2)

Upstream source 3rd party
financial websites and
blogs – competitor
analysis, website searches

Content will be an article
on a general topic – tone
and style tailored to host
2 Links website
included in
text to Upstream write content to
Frosts4cars be uploaded by webmaster
website

Additional promotion
to increase link value
© Essence 2005 - 2011
2012

Volume links
Managing keyword density each
month

Press releases (1 + 4 versions)

Article submissions

Directories

Keywords: brand related, high
volume and long tail

© Essence 2005 - 2011
2012

2011 work with your company

© Essence 2005 - 2011

Brief – September 2011
3 month pilot targeting your website

 Demonstrate link building approach – agreed target 4 EP, 5 PR, 5 AS, 3 Directories

 Agreed 10 keywords to target and rankings to be checked in:

 google.co.uk

 All content to be reviewed and approved by The Directors before publication on 3rd party
websites

 Your Company to provide PR and newsletters to support content creation

 Upstream to carry out competitor analysis

 Technical recommendations – duplicate content and URLs

© Upstream Connections 2009 2012
© Essence 2005 - 2011
© Upstream Connections

Results
 Proved process and link building approach

 Page authority increased from 48/100 to 76/100 providing foundation for next set of work

 Number of links achieved 1st October – 31st December: 93

 Rankings improved significantly in 3 month period – 1st October 11 – 15th January 12

 Traffic increased 228% during same period

© Essence 2005 - 2011

Going Forward - 2013

© Essence 2005 - 2011

Being transparent & working together
 Keep Upstream in loop, provide
 Identify link for homepage or editorial page
marketing materials etc
 Provide details via email for approval
 IncreaseLink Page Title
•
the volume of targeted address
• IP
UPSTREAM
IDENTIFY
LINK
keywords & expand reach
• Link Page URL • Anchor text
• Home PR (Google PR) • Target URL
UPSTREAM TO
• Age of Domain (WHOIS records) WORK WITH
SEND LINK
 Increase content on the site WEBMASTER
TO UPLOAD
DETAILS TO APT
CONTENT

 Dedicated landing pages, guides, News
• Commission copy for content page / widget
• Copy then sent to client to review and approve
, Reviews & Videos
APT
 Opportunities linkswork together / existing
 Homepage to APPROVE
APT TO
APPROVE
• Work with CONTENT
partnerships webmaster on uploading Homepage link
UPSTREAM
COMMISSION
 edu and .gov domains, Directories
Email when link/page uploaded CONTENT

 Online press releases
 Provide overview in monthly report

 Competitions
© Essence 2005 - 2011
2012

2012 Strategy – variety is key
3. Volume links 4. Competitions
•Press releases •Content that
•Directories creates social buzz
•Article submissions & increasing signals

2. Editorial 5. Widgets
pages •Interactive and
•3rd
party blogs and embeddable
websites content – e.g.
Quizzes

1. High quality 6. Reviews
links
•Newspapers
Your •User generated
content
•Info graphics
•Data journalism website •Q&A – badges

© Essence 2005 - 2011
2012

Competitions – examples

• Keywords included in description
• Social media and comments promoted as part of
entry method
• Archived page
• Scope to promote to potential decision makers
with iPads with FT subscription, Kindle loaded
with risk management books etc.

© Essence 2005 - 2011
2012

Tap into existing customers

• Used as part of campaign for Extreme Sports
Specialist www.exelement.co.uk and Gourmet
Food provider http://www.formanandfield.com.

• Work with company to identify blogs and
websites to target and offer reviews.

• Work with existing customers and request
link

© Essence 2005 - 2011
2012

Widgets – some examples

Global market heat map. - quick snapshot
of major markets around the world and if
moving up or down. Market data in real
time around the clock

© Essence 2005 - 2011
2012

PPC Opportunity

© Essence 2005 - 2011

Why PPC?
• Drive additional traffic immediately

• Ability to drive the traffic you want , when you
want & control costs

• Key is managing campaign accurately to ensure
only bidding on relevant terms (e.g risk
management) and sending traffic to relevant
landing page

• Learn Quicker = Utilise PPC data to inform SEO
strategy

• Reporting to the keyword level – tracking is key

• Increased brand exposure whilst selling
service/products

• Ideal platform for pushing promotions , USPs

© Essence 2005 - 2011
2012

Drive Traffic With PPC
Low hanging
fruit

Ads from irrelevant sources. Suggest
no competition for keyword

© Essence 2005 - 2011
2012

Your Next Customer ?

• Utilise the Linkedin PPC platform
• Advanced targeting criteria ( Job type , function , Industry , Geo , Seniority ..more)
• Place APT directly in front of key decision makers
• B2B focused community
• Opportunity to also promote pod casts
http://www.factset.com/insider/2012/1/podcast-euro-risk
© Essence 2005 - 2011

What to take away
 Think about your customers
 What keywords are they using? Are you targeting these? Do you rank
for these?

 Look at your own website
 How much traffic are you currently getting? How many leads?
 Could your content be working harder? Are people finding you
webinars online? What new content could you be creating?
 What are your website goals?

 What content could I create to target specific customers?

SEO can help make your content work harder and maximise your ROI on content
marketing and thought leadership.

© Essence 2005 - 2011
2012

What next?

 Feel free to contact Bella Cranmore with any questions about the work that
we have already done together.

 Contact Me at leon@upstreamconnections.com and 07714 490456 to find
out more about SEO and set up 4 SEO month trial.

© Essence 2005 - 2011
2012

Who we are
We are Upstream Connections, a multidisciplinary Digital Marketing Agency specialising in
SEO, PPC, Social Media and Conversion Optimisation. Our job is to increase the online presence of
our clients and improve their profitability and ROI by employing best practice strategies.

For over 8 years Upstream Connections has provided digital marketing services to small and
medium sized businesses as well as to some of the world’s largest brands across a range of
industries and countries. Our average contract length is 4.3 years and we have a 94% retention
rate over a 3 year period.

We currently provide services in more than 10 languages and work with clients in the
UK, USA, Switzerland, Spain and Germany.
A FEW OF OUR CLIENTS

Upstream Connections has been
very strong. If we could start all
over again, we would probably
invest even more on SEO. We
have 1st spot rankings on terms
that would be prohibitively
expensive on PPC.

Jonathan Foulds,
Marketing Manager for
eHarmony

© Essence 2005 - 2011
2012

A Proven Track Record
The graphs below show our typical progress. As the rankings for the desired keywords improve so
does the traffic.

You guys have done an amazing The 3 year SEO campaign from Upstream
job! (after achieving #1 spot for Connections has benefited our business
Mobile Phones in Google) greatly and now most of our business
Ian McCall, Head of Direct comes from online searches.
Response Marketing for E2save Pipa Nogaro, Director at Extreme
Element

© Essence 2005 - 2011

Upstream – Quick Overview
 SEO & PPC Specialists
Upstream Connections has been
 Clients from all over the world: UK, USA, Switzerland, Spain. very strong. If we could start all
over again, we would probably
 Outsourcing partner to 3 High Profile Media Agencies in London invest even more on SEO. We
have 1st spot rankings on terms
 Currently working on 60+ websites that would be prohibitively
expensive on PPC.
 Currently providing services in 13+ languages
Jonathan Fouls,
 Profitable every year since launch in August 2003
Marketing Manager for
eHarmony
 22 permanent staff & 100% independent

© Essence 2005 - 2011
2012

We are
I make sure there is a clear communications channel between
our clients and Upstream. I enjoy the creative aspect of our
work as well as the planning and execution of it. It’s nice being
considered as the hero when our clients increase their ROI
because of the work we do.
8 Years SEO Experience
I get involved at key stages to give my insight into
our clients' accounts. I have been involved in the
preparation of the material you see here and will
carry on being involved at later states, during the
technical , SEO and Keyword research. ….
The keyword research you see in this report has been done by
12 Years SEO Experience me and my team using our own tools. I will supervise all
French, German & UK link building strategies and meet with
the team on a weekly basis to indentify opportunities.
7 Years SEO Experience

I supervise the workload of the SEO, PPC and Social
Media team to make sure we deliver exceptional
service to all our clients. I make sure we use the latest I am the one who runs around making sure all client
best practices and work together with Jose and targets are met and I manage all our link builders and
Virginia to run tests and in-house experiments. copywriters workload. I meet weekly with Jez, Bella and
Keeping up with Google is all about being proactive & Virginia and in these meetings we discuss the SEO team’s
innovative. findings and how to implement them to benefit our
8 Years SEO/PPC Experience clients.

© Essence 2005 - 2011
2012

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