Download - Figaro conference
SEO: The Rise of Online PR
Nick Garner: Head of search Unibet
Working across all Unibet's 24 international markets, specialising in - SEO - SMO (Social media optimisation) - Refer a Friend- PPC - Online Public Relations (as a means of influencing SEO and social media)
Nick Garner
Google's share isn't growing much
But it's revenues are...
Information / Commercial Internet
$15.62 per person per year in the UK*Mix in commercial with information as much as possible
Rank (fairly) easy Rank (fairly) hard
Signals are changing
NEW: Look for 'human patterns' in ranking sites, socially engineer them > Online PR
OLD: Look for algo weakness and exploit them > SEO
Conclusion
$15.62 per person per quarter in the UK*Google is becoming an ads engine, 'cleansing' the SERPS & mining data about you to be the perfect middleman
For more of this thinking see seobook.com
Online PR(Social Engineering)
How does online PR cycle work?
Extend your reach
Share Socially
Earn a social rankings boost
Win natural links due to the value of the content
SEO: Rank on relevant phrases
Earn more social followers
Amplify network reach
Create share worthy content
Online PR poster boy!
Start with great content
Start with Great Content
Nick Garner | Unibet | PRmoment SEO: The impact of PR and Google+ on search 2012
Add a little PR outreach
http://techcrunch.com/2012/03/06/dollar-shave-club/
Spread across social networks
http://www.facebook.com/DollarShaveClub
https://twitter.com/#!/dollarshaveclub
Spread across social networks
http://www.youtube.com/watch?v=ZUG9qYTJMsI
Spread across social networks
https://www.google.com/search?q=shave (while logged in to my account)
Rank in personalized search
Win the Internet
Via http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382
A great case study for SEO
If DSC had integrated SEO into their viral and social marketing plan, they likely could have earned rankings across search terms that would continue to send them traffic long after the launch.
Buzz is great for brand, but it needs 'steering' to work for SEO
G+ & SEO
"When someone recommends something, that's a pretty good indicator of quality," said Matt Cutts, Google's
principal engineer for search. "We are strongly looking at using this in our rankings."
He says it's (kind of) connected
Core idea: Circles > Reach
G+: Connecting the network
Content / outreach (kind of) like G+
Add another one in...
Resources
What resource is needed?
The right person:● Journalist / blog owner
○ Has their own blog/site (ideally) ○ Not too hung up on being 'newsy'○ A bit technical
● Personality○ Creative○ Funny!○ Inquisitive○ Persuasive
That might suit me!
Introducing....JamesOur Online PR guy!
○ Make memes○ Create link bait○ Make our networks
bigger○ Tweet it up○ Google+ it up○ Be awesome
I'm a lynx, y'all
Memes
Nick Garner | Unibet | PRmoment SEO: The impact of PR and Google+ on search 2012
Euro 2012 memes
More bleedin' memes!
Shut up and take my meme!
Get users to do your work for you
Ta da!
Got digits?
Someone's following me...
February 2012
July 2012
1,105
2,351
2,712
4,002
19
235
2161,2901,246
Wanna Hangout?
Our Online PR footprint
34,000 citations of "bet.unibet.com"
Earn links like crazy
The links are too new to show in link tools like OSE/Majestic, but they likely have 10K+ links from high authority domains in just a few days.
144,000 citations of "bet.unibet.com"
Good looking guy's final thoughts
Sharing is caring● Meme a little meme of me● Twitter is great● Facebook is lovely● Google+ is not so great
Now what, folks?● More memes● Get users to help● Let's Hangout more, y'all
Nick's final thoughts
It's time to shift our footprint from exploiting the algo's weaknesses, to engineering human behaviour and harvesting the right signals i.e. Online PR with an SEO backdrop...
URL for the presentation
http://bit.ly/unibetfigaro
Thanks for watching, holmes