Punchlime General Partners Stanley Sarpong and Olju Man discuss SEO Credibility: How to Build Your Brand Graph. They are joined by Punchlime Advisors Fili Wiese & Kaspar Szymanski for Q&A. This Hangout on Air was streamed live and recorded on January 8th, 2014. Watch the YouTube video here: https://www.youtube.com/watch?v=EhTJw94K-GY Punchlime holds live webinar training sessions each first Wednesday of the month. To keep up to date, add Punchlime to your Google+ circles: https://google.com/+Punchlime Punchlime believes that one of the biggest reasons why startups fail is a lack of customers. Our innovative business model helps ensure the success of our portfolio companies and the ROI of our portfolio companies' investment partners by strengthening in-house capabilities. Punchlime's approach is to devote our top tier team, comprised of senior former Googlers, experienced entrepreneurs, business strategists and venture investors, to enable our portfolio companies to boost customer acquisition and all that it entails. Like Punchlime on Facebook: https://www.facebook.com/punchlime Follow Punchlime on Twitter: http://www.twitter.com/punchlime Subscribe to our YouTube channel: http://www.youtube.com/user/punchlime1 Visit our website: http://www.punchlime.com About Olju Man: http://www.punchlime.com/team/olju-man About Stanley Sarpong: http://www.punchlime.com/team/stanley-sarpong

1. SEO Credibility: How to
Build Your Brand Graph.
Part of SEO Fundamentals.
Stanley Sarpong & Olju Man
General Partners @Punchlime.
Updated January 2014

2. Special Guests Today.
Punchlime Advisors.
Our former Google colleagues
Backlink Analysis
Google Penalties
Disavow Tool
Reconsiderations
Community Building
Technical SEO
International SEO
On-Page SEO
Fili Wiese.
Kaspar Szymanski.

3. Contents.
1. Search Evolution
2. How to Build Your Brand Graph
3. Resources
4. Q&A

4. 1. Search Evolution.

5. Search Results are Evolving.
Image: Search Influence

6. Example: Knowledge Graph.
Image: Google.com

7. Hummingbird.
Image: Mod Girl Marketing

8. Mega SERP shows all features.
Image: Moz.com, full-sized Mega-SERP

9. Mega SERP: Top 10 Features.
Source: Mozcast

10. 2. SEO Credibility:
Build Your Brand Graph.

11. 2.1 Brand Research.

12. Brand Research.
Image: Quora

13. 2.2 Images.

14. Images.
Example query: smartphone

15. Optimize Images.
● Add an image alt tag attribute with
descriptive keywords:
<img alt="street soccer ball monta">
● Use descriptive file name
● Create Image XML sitemap
● Ensure images directory isn’t blocked
by robots.txt
● Host images on the same domain
● Add relevant text content around
image to build strong page context
More: Shopify’s 10 Must Know Image Optimization Tips

16. 2.3 Knowledge Graph.

17. Knowledge Graph.
Example query: burberry

18. Optimize Knowledge Graph.
● Ensure Google+ page is set up for your brand
● Post frequently on Google+
● If you have physical address, connect your site
to Google+ Local
● Create a Wikipedia page for your brand
● Add your brand to Freebase.com database
● Convert text into an ‘entity’ by incorporating
structured data mark-up within your content
(use Google’s Data Highlighter)
More: Moz Blog - The Day the Knowledge Graph Exploded

19. Google Data Highlighter.
Tag your data and tell Google about:
● Articles
● Events
● Local Businesses
● Products
● Software applications
● Books
● ...
More: Google - About Data Highlighter

20. 2.4 Reviews.

21. Reviews.
Example query: chromebook pixel

22. Optimize Reviews.
● Review snippet can be grouped as:
○ Single item review
○ Multi-item review
○ Editorial review
● Generate rich snippet using:
○ Micro Data & Schema.org
○ Verify with Structured Data Testing Tool
○ Or use Google Data Highlighter
More: SEO Gadget: Micro Data & Schema.org: Guide To Generating Rich Snippets

23. 2.5 Authorship.

24. Authorship.
Example query: a/b testing book

25. Optimize Authorship.
● Add a link from your web page or blog
to your Google+ profile using
rel=author
<a href="https://plus.google.com/109412257237874861202?
rel=author">Olju Man</a>
● Sign in to your Google+ profile, and
within the 'Contributor To' section add
a link back to your domain and save.
More: Google Authorship - Google+

26. 2.6 Videos.

27. Videos.
Example query: prezi

28. Optimize Videos.
● Use a secure video hosting platform (e.
g. YouTube, Vimeo, Brightcove, etc.)
● Ensure your videos contain unique
properties: title, description, thumbnail
● Create a Video XML sitemap
● Add relevant text content around your
video, consider creating a video
transcript
● Use Schema.org/VideoObject mark-up
More: Google Webmaster Tools - Schema.org markup for videos

29. 2.7 In-Depth Articles.

30. In-Depth Articles.
Image: Google.com

31. Optimize In-Depth Articles.
● Wrap your article content with Schema.
org/Article mark-up:
○ headline, AlternativeHeadline, image,
description, datePublished, articleBody
● Verify Google+ Authorship
● Use rel=publisher tag to connect your Google+
brand page to your whole website
● Add Schema.org/Organization mark-up so your
logo can appear as a source image for the article
More: Google - Appearing in the “In-deoth articles” feature

32. 3. Resources.

33. Webmaster and SEO resources.
Visit Webmaster Tools:
www.google.com/webmasters
Engage with SEO Community:
www.moz.com
How to improve your organic SEO
& beat the paid search results:
www.creativebloq.com

34. Tools.
● Structured Data Testing Tool
● Data Highlighter
● Schema.org

35. 4. Q&A.

36. Thank you.
If you want to get in
touch, reach out to
olju@punchlime.com
stanley@punchlime.com