seo for universal search
DESCRIPTION
Learn how to optimize and distribute your digital assets for success in universal search. Learn tips on how to create those assets in a cost effective way.TRANSCRIPT
Search Engine Optimization for Universal Search
Has it all changed, what still works, what doesn't?
Fionn Downhill | CEOElixir Interactive5425 E. Bell Road, Suite 145,Scottsdale AZ 85254
So has it all changed?
• NO• Great content• Great Links• Follow the rules. It’s Google’s
search engine they are entitled to make their own rules
• PPC is still an auction based model• Experience still counts more than
anything
So what has changed?
• More content to optimize• More opportunity for integration• PPC is more expensive requires more
expertise and skill• Marketers are much smarter about
search• Local Search and Geo searches in Google• It’s not about traffic and clicks anymore
its about SALES!!• Analytics is much more important in
setting strategy
How to be #1 in Google
No one knows for sure – except GoogleBased on our experience, this is what we
“think”:Accessibility of the siteSite structureRelevancy of the content to the searchThe popularity of the content - as measured by linksUser actions – click-through rateLinks, Links, Links, did I say links?
And it’s all about to change
• Integrated results• Increased relevancy
Universal Search
Ability to customize
History-driven results
Personal Search
“Voting” functionality to customize results
Results based on surfing history
Search Engine Optimization
On-Site Improvements
Best PracticesWhat makes a page successful
HTML Title Tag
• Most important optimization element• First thing users see• Should be unique for each page
Meta Description
• Provides search engines with context• Used in results page listings• Should be unique for each page
Meta Keywords
• Mostly deprecated tag• No more than 3 per page
Header Tag - <H1>
• Reinforces theme of page• Provides additional context• Use keyword variations here
ALT Text
• Be descriptive and accurate of the image • Do not keyword stuff• Assists visually impaired users• Can provide additional context to the spiders
Copy
• Be concise and use proper grammar/spelling• Break up large chunks with lists• “Sprinkle” targeted keywords – no stuffing• Incorporate relevant links
Keyword ResearchA How-to Guide
The Best Place to Start is...
…your own backyard
The Next Best Place is…
Some Other Ideas…
1. Social Networks and Blogs2. Online discussion groups/forums3. Keyword Research tools
Where does social fit in the mix?
So, what is social media?
It’s technology that facilitates the sharing of thoughts, ideas, discoveries and experiences with others.
Content Sharing
CommunicationNetworking
CONTENT
RSS
Share to social/Bookmark
Forward to friend
Variety of formats
Where are your customers
The Top Social and Content Strategies
Multiple Assets
Blogs Forums RSS Feeds Social Bookmarking and Tagging Press Releases Photo Directories/Images Social Media Sites Videos Podcasts Article Marketing E-Zines, Newsletters White Papers Wikipedia
Linked In
You Tube
What about those digital assets
So, what’s a digital asset?
articles blogs podcasts profiles press images video
Optimize the assets
Video Optimization
• Encode multiple formats• Reduce clip size to < 5 minutes• Brand pre and post-roll• Use relevant keywords • Add “catchy” title• Craft a well-written description• Add relevant keyword “tags”• Geo-tag• Annotate and link• Tubemogul is your new best friend• YouTube and video marketing – An hour a day-
By Greg Jarboe
Tube Mogul
You Tube
Flip tip – Make your own
Available at Best Buy (approx $130)
Book tip
Available at Amazon.com
Image Optimization
• Add “tags”• Group into themes• Provide detailed description• Geo-tag• Add “tooltips”• Link back to website• Make “publicly” viewable• Post as many images as possible
Flickr
Audio Optimization
• Encode ID3 tag• Create MP3 and iTunes versions• Add pre/post brand message
Podcast Alley
PR Optimization
• Incorporate relevant keywords• Link back to site• Distribute via PRWeb• Post to Digg/Del.icio.us• Post link on blog• “Tweet” and email
PR Web
PERFORMANCE
MO
NIT
OR
ING
Some Common KPI
• # views• # comments• # friends/followers• Sentiment• Average rating• Traffic/Leads/Sales from….
Final Tip!!!!
• Link to your newly created assets to ensure your rank in Universal search results
Good Luck!
Fionn Downhill – CEOElixir Interactive5425 East Bell Road, Ste 143Scottsdale, AZ 85254www.elxirinteractive.com
602 494 6326 Ext 220866 734 9650Twiiter: @fionndLinked In: Fionn DownhillBlog:www.fionndownhill.comSee my presentations at Slidesharehttp://www.slideshare.net/Fdhill
Thank You