Getting to the top of google
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This document provides tips for getting to the top of Google search results in 2012. It discusses the importance of links, content, and social media as well as behaving like a trusted brand rather than a "thin affiliate." It emphasizes focusing on quality, relevance and understanding how users search in order to best match searches and rank highly.
Getting to the top of google
- 1. GETTING TO THE TOP OF GOOGLE What you can do in 2012 Jon Payne, Noisy Little Monkey
- 3. A SUBLIMINAL MESSAGE You do not want hand-outs NoisyLittleMonkey.com/Feedback
- 4. WHO IS THIS MUPPET? Jon Payne Over 12 years in Online Marketing Noisy Little Monkey Ltd Digital Marketing Agency
- 6. Who trusts you? Over 80 businesses, charities and government bodies in Europe, North America & Africa
- 7. WHO ARE YOU What do you want?
- 8. We are not talking about SEO http://www.flickr.com/photos/rhruzek/4165799037
- 9. g The band (their albums, tour dates, popular tracks), the team (their scores, the gossip), the animal Things. Not strings.
- 10. DIGITAL MARKETING Digital Marketing = SEO + Everything
- 13. IT’S ALL ABOUT THE GRAPHS
- 14. g Digital marketing? Search Engine Optimisation
- 15. Digital marketing? Number 1 on Google gets you good graphs
- 16. g Digital marketing? Search Engine Marketing such as Google AdWords
- 17. Digital marketing? Ads in Search Results Pages give you good graphs too
- 18. g Digital marketing? Creating content that is useful to your customers
- 19. g Digital marketing? Help and / or reward them for sharing it on relevant social media
- 21. g Digital marketing? Get search volume and you can influence Google suggest
- 22. Digital marketing? Traffic to the whole site improved by 22% in the following month
- 23. Digital marketing? This is your blog on digital marketing
- 24. Digital marketing? People entering the site via a blog post
- 25. g Digital marketing? Maps, reviews, emails
- 26. g Digital marketing? Conversion Rate Optimisation
- 27. g Digital marketing? Pro Tip: Put a simple enquiry form on EVERY page of your website
- 28. WHO DOES IT WELL?
- 30. g Bigup Yeo Chest http://www.facebook.com/YeoValley & BBC Website 11/10/2011 Lots of buzz Links from auntie
- 31. g Bigup Yeo Chest Mentions and links on Twitter indicate relevance, predictive search shows “branded search” volume
- 32. g Bigup Yeo Chest top of 13.5 million pages “for free”
- 33. g Bigup Yeo Chest This is what Google thinks you’re looking for if you search for organic yogurt
- 34. HOW DO YOU DO IT? and on a realistic budget?
- 35. BACK TO SKOOL Understand how Google works
- 36. g How does Google search work? http://www.youtube.com/watch?v=BNHR6IQJGZs
- 37. g Links? The bits of a web page that, when clicked, will take you to another web page or fire off an event
- 38. g Internal links When page a links to page b, page a bestows some of its authority onto page b www.yoursite.com/page-a www.yoursite.com/page-b
- 39. g Outbound links You’re saying to your visitors (and Google), “Hey, you can trust this other site, because I do” www.yoursite.com/page-a www.anothersite.com/page-b
- 40. YOU’VE PROBABLY HEARD THIS ONE “The more links you have, the higher you will rank”
- 42. g Inbound links Cool! So long as this other site is trusted and not nasty / spammy www.yoursite.com/page-a www.anothersite.com/page-b
- 43. g Reciprocal links Beloved of ‘SEO’ companies. Unless there is a ‘real world’ partnership , you could be penalised by Google www.yoursite.com/page-a www.anothersite.com/page-b
- 44. Your site BBC lots of links to it, so it has lots of authority Local Chamber of Commerce Few people link to it, but those that do are trustworthy Link Farm Loads of links to it, but mainly reciprocal and quite a few questionable links g Links pass authority Cultivate links from trusted websites, they pass more authority
- 45. Your site BBC Local blog Business partner Local press Trade magazine Local Chamber of Commerce g Links pass authority A diverse, but relevant, set of linking websites is best
- 46. g Don’t waste homepage links Don’t waste ‘Google juice’ on privacy policy, terms and conditions, etc www.yoursite.com/index www.yoursite.com/stuff-the-customer-buys
- 47. g Get inbound links to important pages Your homepage will always rank well, so give deeper, important pages some love www.yoursite.com/stuff-the-customer-buys www.anothersite.com/page-b
- 48. g I can’t get a link from Auntie Beeb http://www.flickr.com/people/el_momento_i_sitio_apropiados/ model: su novia
- 49. • Links essential to online journalism • BBC strategy to double outbound links from 10m to 20m a month by 2013 g http://www.scribd.com/GuardianTech/d/38963534-BBC-guidelines-for-linking-%E2%80%93-Sept-2010 Au Contraire Russell Smith Editorial Development BBC News Website @Russell__Smith
- 51. • Number 5 on Google UK • Number 1 on Google UK • Number 8 on Google UK g http://www.google.co.uk/search?&q=trampolines Keep it natural Is this reflected on news sites, social media, search volumes?
- 52. HOW TO GET MORE LINKS quality and relevance are key
- 53. g http://www.opensiteexplorer.org/ Apply common sense to these results! Who links to your competitors?
- 54. g Type <“your competitors name”> -site:<their webaddress> into a Google search Who mentions your competitors?
- 55. • Discussion forums (be a really useful engine) • Research (white papers, or mine your data) • Social bookmarking (reddit, stumbleupon, etc) • Comment on industry blogs • Why not start your own blog? g Actually, scratch that. Get involved, get links
- 56. • Discussion forums (be a really useful engine) • Research (white papers, or mine your data) • Social bookmarking (reddit, stumbleupon, etc) • Comment on industry blogs • Why not start your own blog? g Because your visitors and Google love fresh, up to date content! Get involved, get links
- 57. GOOGLE READS ALL YOUR CONTENT quality and relevance are key (again)
- 58. g A site that is accessible makes the web a better place for everyone. This is a good thing. How does Google determine relevance? Looks pretty, AND made with code and text = Accessible, good experience Looks pretty, but is all images. (Even the words, they are part of the image, as if you’d taken a photograph of a motorway sign). Not computer readable = Inaccessible, poor experience The code and text returns below, but this is really, really bad.
- 59. g http://www.noisylittlemonkey.com/news/499/how-is-google-plus-changing-search-results/ How does Google determine relevance?
- 60. g Don’t change your domain name to match a popular search without setting up 301 redirects first Domain level indicators
- 61. g If your website isn’t built like this, you need to get a new website. Seriously. Search terms in the file path
- 62. g This also shows on Google’s results page, so make it snappy, useful and attract the click! Search terms in the Page Title
- 63. g Make sure your site is accessible for blind people – this mustn't be an image! AND don’t waste the space by saying ‘Welcome to our site’ Search terms in the Page Headline
- 64. g Make sure your site is accessible for blind people – label all images Search terms in the Alt Text
- 65. g Use synonyms and keep it readable for humans. Don’t just stuff search terms in here Search terms in the copy
- 66. g View Source to see it. Right click white space in Chrome / Firefox / Safari and select “View Source” A Meta Description which ATTRACTS THE CLICK Becomes this on Google
- 67. YOUR PAGE MATCHES A SEARCH when it is good quality and highly relevant
- 69. g I don’t know how people search http://www.flickr.com/people/el_momento_i_sitio_apropiados/ model: su novia
- 70. g http://www.google.co.uk/insights/search Maybe I can help? This is good for volumes. Ignore those numbers
- 71. g Ignore the regional stuff too. That data is definitely off. Maybe I can help? This stuff is better than the AdWords Keyword Research tool!
- 73. g Search Demand Curve courtesy of SEOmoz Aim low(ish). Seriously.
- 74. GOOGLE IS WATCHING YOU and your friends
- 75. g Word cloud of @NoisyMonkey’s last 20 tweets What are you talking about?
- 76. g Word cloud of Noisy Little Monkey’s Facebook page What are you talking about?
- 77. g Word cloud of Noisy Little Monkey’s Google+ page What are you talking about?
- 78. g Word cloud of Noisy Little Monkey’s Blog for the last 6 months What are you talking about?
- 79. g We’re talking to local businesses and international SEO experts. Pretty much matches how we do business Who are you talking to?
- 80. g Matt and Jon are our main guys for Twitter, they reach out. And who are they talking to?
- 81. g Word cloud of @MrJonPayne’s last 20 tweets And what are they talking about?
- 82. g Sharing diagram of http://theoatmeal.com/sopa Who shares your stuff?
- 83. BEHAVE LIKE A TRUSTED BRAND not a ‘thin affiliate’
- 84. g Google’s results Who gives best price & service?
- 85. g Figleaves? Who gives best price & service?
- 86. g underwear.co.uk? Who gives best price & service?
- 87. • Earn ad revenue - send visitors to other sites • Have little content, other than ads • Often employ – auto generated content – scraped content – poorly written content • Use doorway pages • Are built with low cost turn key solutions • Get a high bounce rate g http://support.google.com/webmasters/bin/answer.py?hl=en&answer=66361 Thin Affiliates…
- 88. g Have real addresses, geographic phone numbers Real brands
- 89. g Have real about us pages, that link to relevant social networks Real brands
- 90. g Have employees on LinkedIn (& www.freebase.com) Real brands
- 91. g Are paid up members of trade associations and pay for link(s) on Yell Real brands
- 92. g Get branded search volume because of offline marketing & communications Real brands
- 93. REAL BRANDS GET THEIR SOCIAL ON But that’s a whole other kettle of slides
- 94. RESULTS Are you local, mobile, reviewable?
- 95. g Verify that you’re the business owner on Google & Bing to get in the maps Local listing
- 96. • Verify your listing ASAP! • Add nice photos / videos • Request reviews from customers • Submit to local directories • Create a business profile on – Bview – Qype – Yelp – Foursquare g http://www.google.com/places/ http://www.bingforbusiness.com/ Local listing
- 97. g Are you going to click the No 1 result? Shopping listing
- 98. • Verify Google product feed • Compare price • Optimise product names / descriptions • Utilise all feeds available – Images – Average review – Review count – EAN / Barcode g http://www.google.co.uk/merchants/ Shopping listing
- 99. g Mobile, video, news, rich snippets Also consider
- 100. g Google Circles in Gmail? The game changer is here…
- 101. g Verify that you’re the business owner on Google & Bing to get in the maps Local Listing Google+
- 102. • Verify your listing ASAP! • Add nice photos / videos • Request reviews from customers • Submit to local directories • Create a business profile on – Bview – Qype – Yelp – Foursquare g http://www.google.com/places/ http://www.bingforbusiness.com/ Google+
- 103. g Google doesn’t mess with it’s results pages lightly. There are NO ADS! Get your business on Google+
- 105. TAKE AWAYS
- 106. Great content is what gets you great rankings g http://www.stochasticgeometry.ie/wp-content/uploads/2009/10/snakeoil.jpg?w=257 Understand that SEO = N
- 108. g OK Cupid
- 109. g Great content gets you old school SEO and brand awareness
- 110. g • Do search term research (Google Insights) • Insert relevant search terms on each page – Or give to your web designer in a spread sheet • Use 301 redirects if you change domain • Use 301 redirects if you change URLs • Sign up to Google Webmaster Tools – Submit an XML sitemap NoisyLittleMonkey.com/Feedback Take Aways Give feedback and view a copy of these slides + a printable tip sheet
- 111. • Get good graphs from Google Analytics • Improve pages that cause exits • Add a contact box to every page of your site • Create great content - attract links & mentions • Seed new content socially NoisyLittleMonkey.com/Feedback g Take Aways Give feedback and view a copy of these slides + a printable tip sheet