An overview of emerging trends in Natural search that local businesses need to be aware of.
For a short 15 minute presentation for http://www.teamlondonbridge.co.uk
1. SEO Best Practices for 2013 and Beyond
An Overview of Emerging Trends in Natural Search
Keith Horwood
Head of SEO at Found www.found.co.uk
@eagle8 @found_online
2. What we will cover
Getting Technical
Rich Snippets
Authorship
Local & Mobile
Building Content: 2013 & Beyond
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3. Rich Snippets
So what is a rich snippet?
“A „snippet‟ is the information that is displayed underneath
each individual search result. Rich snippets provide
additional engaging content & also push your competitors
further down the page.”
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8. Getting Technical – Authorship
Link authors to content – adds trust and authority
Improve authority - CTR
Improve rankings – AuthorRank – Google have a patent called ‘Agent Rank’
Remember, this can apply to YouTube content too
Side Effects: Better Quality Content
Nobody (usually) wants to put their name to poor quality content
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9. Getting Technical – Authorship
Guess what? This is easy to do too
Link to Internal Author Pages with ?rel=author
Link from Internal Author Pages to G+ with ?rel=me
OR
Link directly from articles to the G+ profile
https://plus.google.com/authorship
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10. Rich Snippet Top Tips
Use Microdata– Schema.org (HTML5 & Google Recommended)
Plugins are available
Don’t fake it!
Authorship:
Use a good, visible, recognisable
headshot.
TEST – Google provide a tool
http://www.google.com/webmasters/tools/richsnippets
Integrate Social
Open Graph Protocol & Twitter Cards
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11. Local
Do not underestimate the power of Google+ local
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12. Local
Use Free Mobile Testing Tools
http://www.howtogomo.com
http://responsive.is/
http://www.springbox.com/mobilizer/
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13. Local
Test With Google’s Mobile Landing Page Templates
http://www.google.com/sites/help/mobile-landing-pages/mlpb.html
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14. Customer Centric Content
Content is king. Seriously.
Entertaining
Offers a
Shareable
From one person to
USP
a group of people –
Customer
Centric think - who is going
Content
Great to link to it?
Engaging
concept
Fantastic
design
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15. Content
Choose the Right Medium – Video Can Produce Results
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16. Content
Gather Data - Visualise Data - Curate…
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17. Content
Images Are Very Shareable if You Have Originals
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18. Content
Events & Partnerships Can Connect to New Audiences
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19. Content
Regular Recipes – Great Images too!
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20. Content – Where From?
Local Events – Engage With Other Businesses
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21. Content – Where From?
Showcase Your In Imaginative Ways Products
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24. Content – Top Tips
Evaluate Successes and Failures
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25. Takeaways
Get the basics right
Engage with your customers &
learn from them
Mobile & Local should be a prime
focus
Content: Quality over quantity
Don’t give up!
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Introduction – I look at improving the online strategy of companies online. Passion for SEO & digital marketing – -building websites that needed to get top positions for a small business
Get more data into search resultsPeople can make decisions quicker. No ranking improvements – but CTR improvements
Reviews are the most commonevents, music, places people, organisations
Reviews are the most commonevents, music, places people, organisations
Reviews are the most commonevents, music, places people, organisations
MicrodataThis is eventBut there is a schema for performing arts
(if the author has a Google Plus account)
Real reviews. – complaints can be filedPlug-in – Yoast for Wordpress – SEO + Video
Google Plus Local – Make sure you have a complete presence Make sure your profiles are completed on all local sites- make sure addresses all match up. 0 make sure al details are the same and correct. CITATIONSYelp etcNiches : urban spoon – give little example ?Use all of the Other Quality Local SitesSome will work better than others. Make sure all profiles are complete! Embrace Local Apps – Foursquare etc.Do not underestimate Local Word of Mouth online! Google Analytics – Analyse your Mobile TrafficTest Your Site Mobile Meter, Responsive.isTop TipPhone Number Large and ‘Tappable’ Including as a link will allow calls when tapped….Test landing pages with AdWords!
Google Plus Local – Make sure you have a complete presence Make sure your profiles are completed on all local sites- make sure addresses all match up. 0 make sure al details are the same and correct. CITATIONSYelp etcNiches : urban spoon – give little example ?Use all of the Other Quality Local SitesSome will work better than others. Make sure all profiles are complete! Embrace Local Apps – Foursquare etc.Do not underestimate Local Word of Mouth online! Google Analytics – Analyse your Mobile TrafficTest Your Site Mobile Meter, Responsive.isTop TipPhone Number Large and ‘Tappable’ Including as a link will allow calls when tapped….Test landing pages with AdWords!
Google Plus Local – Make sure you have a complete presence Make sure your profiles are completed on all local sites- make sure addresses all match up. 0 make sure al details are the same and correct. CITATIONSYelp etcNiches : urban spoon – give little example ?Use all of the Other Quality Local SitesSome will work better than others. Make sure all profiles are complete! Embrace Local Apps – Foursquare etc.Do not underestimate Local Word of Mouth online! Google Analytics – Analyse your Mobile TrafficTest Your Site Mobile Meter, Responsive.isTop TipPhone Number Large and ‘Tappable’ Including as a link will allow calls when tapped….Test landing pages with AdWords!
The Right content can help you achieve these goals – by being there at the time when people need informationWhat assets does your organisation have?Video? Images? Great People? Knowledge? Amazing Products? What is currently most popular?Shares? Traffic? Low Bounce Rates? Leads? Customer Response?What reports are from internal site search? Can people find what they need?
The Right content can help you achieve these goals – by being there at the time when people need informationPeople now conduct research online before deciding on almost everything. Haircuts, Restaurants, What to Eat for Dinner?
The Right content can help you achieve these goals – by being there at the time when people need informationPeople now conduct research online before deciding on almost everything. Haircuts, Restaurants, What to Eat for Dinner?
The Right content can help you achieve these goals – by being there at the time when people need informationPeople now conduct research online before deciding on almost everything. Haircuts, Restaurants, What to Eat for Dinner?
The Right content can help you achieve these goals – by being there at the time when people need informationPeople now conduct research online before deciding on almost everything. Haircuts, Restaurants, What to Eat for Dinner?
The Right content can help you achieve these goals – by being there at the time when people need informationPeople now conduct research online before deciding on almost everything. Haircuts, Restaurants, What to Eat for Dinner?
Organise EventsGet involved in Charity workGet in evolved in a local projectsPRGamification: How can You Reward the Best Content? Gamification? Offers? ASOS do this well, and so does SEOMoz
Organise EventsGet involved in Charity workGet in evolved in a local projectsPRGamification: How can You Reward the Best Content? Gamification? Offers? ASOS do this well, and so does SEOMoz
Organise EventsGet involved in Charity workGet in evolved in a local projectsPRGamification: How can You Reward the Best Content? Gamification? Offers? ASOS do this well, and so does SEOMoz
Make Sure Basic Optimisation is Covered – Titles, Descriptions, H1 Tags, URLs.Build Email SubscribersLink Don’t Hide a Blog or Your Content Deep It should be for users, not search engines.Make it easily ShareableMake it display well on MobilesConnect Socially with Others in Same or Similar NichesPromote the Best Content on-site so it is more VisibleIf you have a community, encourage their own sharing through their own channels. Build Relationships. Allow Authoriative Guest ContributorsResearch, research, research! Mark up your video contentUse video sitemaps to assist indexingUse ads & brand awareness videos on YouTubeThink about using services other than YouTube for product or ‘conversion’ videos – Drive traffic to site and not to YoutubeVideo can drive conversions on product pages. Takes more effort but reward is thereRemember: Quality over Quantity!
Make Sure Basic Optimisation is Covered – Titles, Descriptions, H1 Tags, URLs.Build Email SubscribersLink Don’t Hide a Blog or Your Content Deep It should be for users, not search engines.Make it easily ShareableMake it display well on MobilesConnect Socially with Others in Same or Similar NichesPromote the Best Content on-site so it is more VisibleIf you have a community, encourage their own sharing through their own channels. Build Relationships. Allow Authoriative Guest ContributorsResearch, research, research! Mark up your video contentUse video sitemaps to assist indexingUse ads & brand awareness videos on YouTubeThink about using services other than YouTube for product or ‘conversion’ videos – Drive traffic to site and not to YoutubeVideo can drive conversions on product pages. Takes more effort but reward is thereRemember: Quality over Quantity!
What is important to Fix? How Much Budgets Can You Use? What is the opportunity? All Questions You Need to Ask