7. Team of 5. Dedicated client relationship managers at Google
8. Clients include Financial times, Lloyd’s of London, Axa and Elsevier.OptimisingBlogs, Websites And Social Media ForSearchThen:First ‘’true’’ search engines: Google, Inktomi, Alta Vista and Yahoo.
12. Platforms: Desktop search. Pre-broadband!OptimisingBlogs, Websites And Social Media ForSearchNow:Search Engines: Google, Bing, Facebook and Twitter, plus location/mobile.
15. Platforms: desktop, mobile and tablet. OptimisingBlogs, Websites And Social Media ForSearchWhat Is SEO?Search Engine Optimisation is the process of improving visibility during a search based activity, by focussing information and signals.
47. Semantic informationOptimisingBlogs, Websites And Social Media ForSearchYour online visibility is based around a network. People and search engines see this network and form an impression of you.
56. Further demographicsFacebook.com/searchUse ‘’show posts by everyone’’ for realtime global dataOptimisingBlogs, Websites And Social Media ForSearchLocal ResearchWhitespark.ca/tools/local-citation-finderShows local search algorithm influences
57. Use to optimise for any search pages that produce local/map results
59. And google searches set to locationOptimisingBlogs, Websites And Social Media ForSearchTwitter ResearchSearch.twitter.com/advancedLocality: use ‘near:’
77. OptimisingBlogs, Websites And Social Media ForSearchTitle:Should not exceed 72 characters, at least 4 words. Include the keyword phrase in the title toward the beginningDescription: 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
78. OptimisingBlogs, Websites And Social Media ForSearchBasic SEO#4: ToolsUse a good, open source CMS:Wordpress, Drupal, ModXUse a fast server, UK Based with good IP address
79. Look at HTML 5 in place of flash or Java/ pop-ups.
82. Be nice, no tricks!OptimisingBlogs, Websites And Social Media ForSearchBlog Guideline 1: Your BlogCategories Design clear keyword rich categories to link to your web page structure – or make the categories your web page structure! Permanent URL Ensure it is keyword rich and accurately reflecting post titleTags Do not over tag! 10 – 15 at most.Post footers: Include your commercial information here, leave the blog post to offer the value
83. OptimisingBlogs, Websites And Social Media ForSearchBlog Guideline 2: Their blogsConstructive commenting - gives you authority - link opportunities - social participationExamine their posts and comments first - allows you to get a ‘feel’ for the audiencePromote your comments Tweeting about your comments and promoting other people’s blogs is cooler than pushing your own stuffSEO Value Huge SEO value in your name and brand appearing across industry / interest related sites
84. OptimisingBlogs, Websites And Social Media ForSearchBlog Guideline 3: News & PRURL’s must: - be permanent - contain a 3-digit number - avoid date inclusion - RSS helpsMultiple Authors To differentiate your blog as a ‘news’ sourceCorrect length Press releases that are too short (150 words) or too long (500 words) will not be includedPictures Are used in the Google News search results.
85. OptimisingBlogs, Websites And Social Media ForSearchFacebook 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
86. OptimisingBlogs, Websites And Social Media ForSearchFacebook 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"
88. OptimisingBlogs, Websites And Social Media ForSearchFacebook Optimisation:Open Graph Implementation:1. Research facebook interests2. Add OG metadata to your site/page3. Add ‘like’ button4. ‘’Push’’ into facebook by ‘liking’
90. OptimisingBlogs, Websites And Social Media ForSearchBenefits of Ads:Gain early tractionResearch tool‘long tail’ KW marketingActs as a ‘signal’Platform / location targetingGood source of ROI when optimised
91. OptimisingBlogs, Websites And Social Media ForSearchMain PPC Platforms:Google AdwordsMSN AdcenterFacebookLinkedInBaidu
92. OptimisingBlogs, Websites And Social Media ForSearchPPC Basics #1:Find the right peopleStandard Google KW settings can trigger unwanted ad displays (broad-match)
97. Exclude unwanted locations/ timesOptimisingBlogs, Websites And Social Media ForSearchPPC Basics #2:Pay less per clickQuality score is awarded to better performing ads
98. You can pay less per click than a higher – positioned competitor
101. Segment different keywords into campaigns with set daily budgetsOptimisingBlogs, Websites And Social Media ForSearchNew PPC Ideas #1:Mobile TargetingTarget Ipad, Iphone, Android & Mobile
106. Adwords stats will show performance for various platformsOptimisingBlogs, Websites And Social Media ForSearchNew PPC Ideas #2:hunting lost conversions!Install tracking code on your site and conversion pages
107. Build a cookie-identified audience of any visitor that starts conversion process but does not complete
110. Delay ad trigger for subscription reminders etc.OptimisingBlogs, Websites And Social Media ForSearch4. Measure and improve
111. OptimisingBlogs, Websites And Social Media ForSearchMultichannel MarketingOrganic searchPPCTwitterFacebookEmail linkDirect visitorApp userReferring websiteEvent / ShowDirect Mail
112. OptimisingBlogs, Websites And Social Media ForSearchConversionsOnline enquiry formPhone callApp/file downlowdPurchaseSubscriptionEmailShop / event visitBookingSite visitors/ Ad servings
121. Ask visitors!OptimisingBlogs, Websites And Social Media ForSearchAnalytics: Google Analytics SetupCorrectly install code - Subdomains - Checkout pages - EventsSet up filters for internal traffic
126. Compile master email reportOptimisingBlogs, Websites And Social Media ForSearchAnalytics: Goldladder Call Tracking‘’pool’’ telephone number is assigned per web session
130. Call audio can be recorded/ savedOptimisingBlogs, Websites And Social Media ForSearchThanks for listening!Goldladder.co.ukInnovations centre, phase 2 floor 1info@goldladder.co.uk01392 275554@goldladder