oliver ewbank: page one domination
TRANSCRIPT
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By Oliver Ewbank (@Koozai_Ollie)
PAGE ONE DOMINATION#EDGELONDON – MAY 2014
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Control Your Webspace
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STAT
Rank 1st
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Rank 2nd, 3rd, 4th
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Research Website Researc
h
BrandResearchBuy
WHY IS THIS IMPORTANT?
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25%OF BRAND RELATED SEARCHES DON’T END UP ON YOUR SITEClickZ
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DID YOUKNOW? 90%
OF CUSTOMERS SAY THAT BUYING DECISIONS ARE INFLUENCED BY ONLINE REVIEWS(MARKETING LAND)
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Brand Reputation
Increase Sales
Remove Competitors
Why bother with Page One Domination?
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Google is changing
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THE SERPS
Google +
ImagesVideos
Reviews+ News
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PAGE 1 DOMINATION
Brand Monitoring Profile Optimisation
Website
Optimisation
Content MarketingLink Analysis
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Title Tags & Meta
Headers
Content
Blog
Rich Snippets
ON-PAGEOPTIMISATION
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META DATA
Brand Citation Character Limits
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Fix Any Duplicates Review Regularly
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TECHNICALSEO
Robots.txt
Sitemap.xml
404 Pages
Fix Broken Links
On-Page Sitemap
Site Speed
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Responsive Web Design
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Does your page deserve to rank?
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Avoid poor quality website content
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Don’t duplicate
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DON’T DUPLICATE
Meta
URLs
Internal Content External Content
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THE SOLUTIONS
Exclude in
Robots.txtCanonical Tags
301 Redirects Rewrite Your
Content
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Screaming Frog
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Export
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Use the Hash value
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Sitelinks can help take up listings
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SITELINK OPTIMISATION
Informative Anchor
Text
Easy Navigation
Strong CTR
Promote Internal Pages
Unique Meta
Demote Poor Sitelinks
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Also consider Image Optimisation
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Unique
Name FilesSchema
Alt Tags
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WHAT ARE RICH SNIPPETS?
“Structured markup is a way of annotating information already on your website to help Google and others understand information more precisely.”
Source: Google
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Increase CTR Additional Info
Schema.org/
docs/
schemas.html
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POSSIBLEMARKUPS
Product
Organisation
Person
Offer
Place
Review
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HOW TO USEYOUR BLOG
Have you won
an award?
Where possible include
your keyword alongside a
brand mention
Write about industry
related topics
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Authorship = Authority
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20% better
CTR
https://plus.google.com/authorship
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PROFILEOPTIMISATION
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LET’S GET SOCIAL
Create new profiles
Search for any
new platforms
Claim your social media profiles
before someone else does
Update existing
profiles
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Verify all of your profiles,
usually via email or phone call
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Fill in as much information
as possible
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Keep bio’s 100% Unique
200+ words
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Takes Just
2 Minutes
Copyscape
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Tailor your writing for each
individual audience
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LinkedIn Quora Facebook Twitter
YouTubeGoogle+SlidesharePinterest
Expertfile FourSquare About.Me Scoop.it
STRONG PROFILES
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TOP RANKING SITES
1 - Domains2 - Wikipedia
3 - News4 - Financials
5 - Customers6 – Social Profiles7 - Niche Sites
8 - Vouchers9 - Industry
10 - Videos
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Quick Fix
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Learn more at http://kooz.ai/1iYe2I2
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PR Team: Citation in headline?
GOOGLE NEWS
Blog Content: Breaking news?
Quality: Journalistic standards?
Advice columns: Wont be featured
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PromoteAuthorship
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GOOGLE+ OPTIMISATION
Fill Out All Details
Add The +1 button
Post Regular
Updates
Link To Your Site
Add Google+ Badge
Grow Your Audience
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LINK ANALYSIS
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Unnatural Links
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A good link is one that adds value to the user
Will the link deliver traffic, conversions, brand awareness, shares, or engagement?
If the link is there for no other reason than SEO, then it’s unnatural
GENERAL GUIDELINES
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Link Weeding
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LINK ANALYSIS
Webmaster Tools
Link Detox
Link Risk
Majestic SEO
TOOLS
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Anchor Text
Recent Links
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LinkRisk
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NofollowRemove
LINK OPTIONS
Disavow Noindex
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Detox Regularly
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BRAND MONITORING
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WHAT IS BRAND MONITORING?
Negative
Comments
Competitors
Content Drivers
Positive Comments
Counterfeit Sites
Trademark Infringement
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PHRASES TO MONITOR
Your Brand Name
Common
Misspellings
Trademarks /
Copyrights
Your Competitors
Abbreviations
Team Member Names
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SITES TO MONITOR
Your Site
Social Media
Industry Related Blogs
Personal Blogs
Forums
Reviews
Articles
Photos
Competitors
Videos
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PAID TOOLS
BrandsEye
Brandwatch
trackur
Sproutsocial
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FREETOOLS
TweetDeck
Google Alerts
HootSuite
BrandYourself
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Track Personal Mentions
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Gain fantastic FREE insights into how your brand is shared socially, with Google Analytics
reporting
Gain fantastic FREE insights into how your brand is shared
socially, with Google Analytics reporting
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NEGATIVE BRAND SEARCHES
bad|scam|spam|negative|terrible|poor|
hopeless|incompetent|unsuitable
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BRAND TERM TRAFFIC ALERTS
Decrease
Alert
Increase
Alert
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MORE TIPS
FREEWhitepaper
atKoozai.com
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Strengthen your profiles
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BUILD RELEVANCE
Your Website
Extra Domain
Wikipedia
Press Release
Social Profiles
Google+
YouTube Facebook
Google+
YouTube
Visuals
Your Blog
Infographic
Your Blog
News
News
News
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Strengthen Your Profiles
Push Negative Listings Down
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CONTENT MARKETING
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A chance to be creative
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Award Promotion
Blog Content
Blogger Reviews
Competition Promotion
Glossary of TermsFAQsE-BooksQuestionnaires
Whitepapers Press Releases Infographics Videos
CONTENT MARKETING
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Outreach
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INFOGRAPHICS
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Over 9,000 page
viewsOver 9,000 Page Views
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BrainstormShortlist Targeted
Sites
Create Content
OutreachPublishPromote
CONTENT STRATEGY
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CONTENT PROMOTION
#journorequest
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Content Marketing Technology
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Over 1 million Social Shares
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ReferralTraffic
Social Signals
Citations
THE RESULTS
Conversions Engagement
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The future?
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INSUMMARY
Secure Profiles
Optimise Your Website
Monitor Your Brand
Support Your Profiles
With Superb Content
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Win the CrowdDominate
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IMAGES & CREDITShttp://www.bigstockphoto.com/image-28225274/stock-photo-barcelona%2C-spain-july-27%3A-mo-farah-of-great-britain-winning-the-men-10000m-final-during-the-20th-ehttp://www.bigstockphoto.com/image-3919710/stock-photo-olympics-mens-100-meter-sprint http://www.bigstockphoto.com/image-62638898/stock-photo-stuttgart%2C-germany-april-01%2C-2014%3A-hugo-boss-store-hugo-boss-based-in-metzingen-in-germany-it-hashttp://www.bigstockphoto.com/image-50985044/stock-photo-passenger-plane-above-the-cloudshttp://www.bigstockphoto.com/image-10292142/stock-photo-question-markhttp://www.bigstockphoto.com/image-59712695/stock-photo-wroclaw%2C-poland-january-10%2C-2014%3A-google-com-homepage-with-a-cursor-on-the-search-buttonhttp://www.bigstockphoto.com/image-49897850/stock-vector-responsive-designhttp://www.bigstockphoto.com/image-36797585/stock-photo-awesome-evaluation-formhttp://www.bigstockphoto.com/image-35183468/stock-photo-panda-bearhttp://www.bigstockphoto.com/image-44251768/stock-photo-a-pair-of-parrotshttp://www.bigstockphoto.com/image-36366121/stock-photo-red-eyed-tree-frog-peeping-curiously-between-green-leafs-in-rainforest-costa-rica-curious-cute-nighthttp://www.bigstockphoto.com/image-46891609/stock-photo-digital-photo-camera-in-studio-with-softbox-and-flashes-3dhttp://www.bigstockphoto.com/image-30797861/stock-photo-blog-concept-in-word-tag-cloud-isolated-on-white-backgroundhttp://www.bigstockphoto.com/image-38237647/stock-photo-one-red-apple-on-a-background-of-green-appleshttp://www.bigstockphoto.com/image-49023434/stock-photo-press-release-closeup-illustration-design-graphichttp://www.bigstockphoto.com/image-4623006/stock-photo-microphones-at-press-conferencehttp://www.bigstockphoto.com/image-23456561/stock-vector-a-lot-of-plus-one-at-google-plushttp://www.bigstockphoto.com/image-15030065/stock-photo-emperor-penguins-in-antarcticahttp://www.bigstockphoto.com/image-42647851/stock-photo-spinach-and-apple-smoothiehttp://www.bigstockphoto.com/image-37814620/stock-photo-smart-studenthttp://www.bigstockphoto.com/image-36413044/stock-photo-technology-in-the-hands-of-businessmen
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RESOURCES
http://www.koozai.com/blog/search-marketing/essential-2013-seo-health-check-guide/ http://www.seowizz.nethttp://www.clickz.com/clickz/news/1702845/study-brand-searches-stray-companys-sitehttp://marketingland.com/survey-customers-more-frustrated-by-how-long-it-takes-to-resolve-a-customer-service-issue-than-the-resolution-38756 http://www.thinkwithgoogle.com/articles/constant-consideration-new-vehicle-study.html http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html http://searchenginewatch.com/article/2120682/Image-Optimization-How-to-Rank-on-Image-Search http://searchengineland.com/faq-all-about-the-banner-ad-test-in-googles-search-results-175045 http://www.koozai.com/blog/branding/reputation-management/content-marketing-tactics-enhance-page-one-domination/http://games.usvsth3m.com/north-o-meter/ http://www.gjwtitmuss.co.uk/blog/resources/owning-your-first-pet-dog/ http://namechk.com/https://brandyourself.com/