tom critchlow - universal search optimisation
DESCRIPTION
Europe 2010TRANSCRIPT
Universal Search
A4uexpo Europe, Munch 2010
Tom Critchlow
Head of Search Marketing, Distilled
> [email protected]> twitter.com/TomCritchlow
> www.distilled.co.uk> www.distilledconsulting.com
Tom Critchlow
Tom is a search geek, ninja poet, poker playing, maths loving, data geek. He’s responsible for all search marketing at Distilled.
Universal Search Bingo
Google Local
Why Do You Care About Local?
ZOMG!
David Mihm’s Rand Fishkin’s
Local Ranking Factors SEOmoz Search Ranking Factors
Who’s (Ranking Factors) Is Bigger?
Verified Listing Number of Reviews Citations Distance to Centre Categories
5 Major Factors
Manually uploaded and verified listing
Verified Listings: Manually Claimed
The Bulk Upload Whitelist
Verified Listings: Bulk Whitelist
Capitalisation (e.g. UNESCO or NATO)
Odd Phone Number Formatting URLs in the description field.com
Avoid the Following:
A Note On Data
Quantity not Quality: Number of Reviews is more
Important than Rating
Reviews
Mentions of your brand
LinksCitations
Citations
http://www.seomoz.org/marketplace/companies/view/23
Citation Example 1
Citations: How To Get Them (1)
“More Web Pages”
Citations: How To Get Them (2)
Voila, one goldmine list of competitor citations!
Citations: How To Get Them (3)
Google says it doesn’t matter. It does matter. Let’s move on!
Distance To Centre
Can add up to 5 Use keywords (custom values allowed) Analyse Competitors
Categories
http://www.distilled.co.uk/blog/seo/google-local-research-data-released-for-
free/
Free Data. Mmmmm Data....
For Affiliates
Claim unclaimed local listings for places you have data on (warning – a little shady!)
Or, get listed as a trusted data provider.
User Maps = Opportunity
http://www.distilled.co.uk/blog/seo/google-local-research-data-
released-for-free/
http://searchengineland.com/google-custom-maps-a-goldmine-for-
local-businesses-27535
http://www.davidmihm.com/local-search-ranking-factors.shtml
http://www.davidmihm.com/blog/general-marketing/local-seo-
citation-is-new-link/
http://maps.google.com/support/bin/request.py?contact_type=feed
s_verify
http://blumenthals.com/blog/2008/08/04/ranking-factors-in-google-
maps-cracking-the-code-smx-local/
Further Reading
Google Shopping
Major Factors
• Data freshness
• Data quality
• Reviews
http://www.seomoz.org/blog/how-to-rank-well-in-google-products-search-a-big-list-of-places-to-get-reviews
Google Images
Basic Factors
• Filename
• Alt text
• Text around image
• Page, not image
• Buzz words
XML Sitemaps
Linkbuilding With Images
Image Resources
• http://googlewebmastercentral.blogspot.com/2010/04/adding-images-to-your-sitemaps.html
• http://wiep.net/talk/link-building/link-building-with-images/
• http://www.seosmarty.com/image-seo/
• http://www.flickr.com/photos/willgame/50229647/sizes/m/
• http://www.flickr.com/photos/alreadytaken/2504312455/sizes/m/
• http://www.flickr.com/photos/tommyhj/146234325/sizes/m/
Video
Metadata FTW!
The Long Tail of Video Search
“Once [a video] gets to about 5,000 views, it will start surfacing in search and related videos. Of
YouTube’s more than 1 billion playbacks per day, Walk said, half of them are from content
uploaded more than six months ago.”
Don’t Forget About The Rest
Conversions FTW
Vzaar let’s you integrate with Mailchimp to embed email capture within your video. FTW!
Video Resources
• http://vzaar.com/features/mailchimp_integration
• http://newteevee.com/2010/05/12/half-of-youtubes-traffic-comes-from-old-videos/
• https://ads.youtube.com/keyword_tool
• http://www.seomoz.org/blog/creating-online-video-strategy
• http://www.tubemogul.com
• We heart adobe image credit: http://twitter.com/issaco
Google News
News Tips
• Get in using a news sitemap
• Publish fast, index fast
• Publish unique facts
Use 3rd Party Sites
Sites like PR Web are included in Google News so if you publish a press release with them you can stand a chance of ranking in Google News with that article:
News Resources
• http://www.webpronews.com/topnews/2009/09/02/google-news-seo-tips-ranking-in-news-search
• http://www.brentdpayne.com/presentations/
Data Quality FTW
Thanks!