oliver ewbank: page one domination
TRANSCRIPT
By Oliver Ewbank (@Koozai_Ollie)
PAGE ONE DOMINATION#EDGELONDON – MAY 2014
Control Your Webspace
STAT
Rank 1st
Rank 2nd, 3rd, 4th
Research Website Researc
h
BrandResearchBuy
WHY IS THIS IMPORTANT?
25%OF BRAND RELATED SEARCHES DON’T END UP ON YOUR SITEClickZ
DID YOUKNOW? 90%
OF CUSTOMERS SAY THAT BUYING DECISIONS ARE INFLUENCED BY ONLINE REVIEWS(MARKETING LAND)
Brand Reputation
Increase Sales
Remove Competitors
Why bother with Page One Domination?
Google is changing
THE SERPS
Google +
ImagesVideos
Reviews+ News
PAGE 1 DOMINATION
Brand Monitoring Profile Optimisation
Website
Optimisation
Content MarketingLink Analysis
Title Tags & Meta
Headers
Content
Blog
Rich Snippets
ON-PAGEOPTIMISATION
META DATA
Brand Citation Character Limits
Fix Any Duplicates Review Regularly
TECHNICALSEO
Robots.txt
Sitemap.xml
404 Pages
Fix Broken Links
On-Page Sitemap
Site Speed
Responsive Web Design
Does your page deserve to rank?
Avoid poor quality website content
Don’t duplicate
DON’T DUPLICATE
Meta
URLs
Internal Content External Content
THE SOLUTIONS
Exclude in
Robots.txtCanonical Tags
301 Redirects Rewrite Your
Content
Screaming Frog
Export
Use the Hash value
Sitelinks can help take up listings
SITELINK OPTIMISATION
Informative Anchor
Text
Easy Navigation
Strong CTR
Promote Internal Pages
Unique Meta
Demote Poor Sitelinks
Also consider Image Optimisation
Unique
Name FilesSchema
Alt Tags
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
Increase CTR Additional Info
Schema.org/
docs/
schemas.html
POSSIBLEMARKUPS
Product
Organisation
Person
Offer
Place
Review
HOW TO USEYOUR BLOG
Have you won
an award?
Where possible include
your keyword alongside a
brand mention
Write about industry
related topics
Authorship = Authority
20% better
CTR
https://plus.google.com/authorship
PROFILEOPTIMISATION
LET’S GET SOCIAL
Create new profiles
Search for any
new platforms
Claim your social media profiles
before someone else does
Update existing
profiles
Verify all of your profiles,
usually via email or phone call
Fill in as much information
as possible
Keep bio’s 100% Unique
200+ words
Takes Just
2 Minutes
Copyscape
Tailor your writing for each
individual audience
LinkedIn Quora Facebook Twitter
YouTubeGoogle+SlidesharePinterest
Expertfile FourSquare About.Me Scoop.it
STRONG PROFILES
TOP RANKING SITES
1 - Domains2 - Wikipedia
3 - News4 - Financials
5 - Customers6 – Social Profiles7 - Niche Sites
8 - Vouchers9 - Industry
10 - Videos
Quick Fix
Learn more at http://kooz.ai/1iYe2I2
PR Team: Citation in headline?
GOOGLE NEWS
Blog Content: Breaking news?
Quality: Journalistic standards?
Advice columns: Wont be featured
PromoteAuthorship
GOOGLE+ OPTIMISATION
Fill Out All Details
Add The +1 button
Post Regular
Updates
Link To Your Site
Add Google+ Badge
Grow Your Audience
LINK ANALYSIS
Unnatural Links
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
Link Weeding
LINK ANALYSIS
Webmaster Tools
Link Detox
Link Risk
Majestic SEO
TOOLS
Anchor Text
Recent Links
LinkRisk
NofollowRemove
LINK OPTIONS
Disavow Noindex
Detox Regularly
BRAND MONITORING
WHAT IS BRAND MONITORING?
Negative
Comments
Competitors
Content Drivers
Positive Comments
Counterfeit Sites
Trademark Infringement
PHRASES TO MONITOR
Your Brand Name
Common
Misspellings
Trademarks /
Copyrights
Your Competitors
Abbreviations
Team Member Names
SITES TO MONITOR
Your Site
Social Media
Industry Related Blogs
Personal Blogs
Forums
Reviews
Articles
Photos
Competitors
Videos
PAID TOOLS
BrandsEye
Brandwatch
trackur
Sproutsocial
FREETOOLS
TweetDeck
Google Alerts
HootSuite
BrandYourself
Track Personal Mentions
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
NEGATIVE BRAND SEARCHES
bad|scam|spam|negative|terrible|poor|
hopeless|incompetent|unsuitable
BRAND TERM TRAFFIC ALERTS
Decrease
Alert
Increase
Alert
MORE TIPS
FREEWhitepaper
atKoozai.com
Strengthen your profiles
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
Strengthen Your Profiles
Push Negative Listings Down
CONTENT MARKETING
A chance to be creative
Award Promotion
Blog Content
Blogger Reviews
Competition Promotion
Glossary of TermsFAQsE-BooksQuestionnaires
Whitepapers Press Releases Infographics Videos
CONTENT MARKETING
Outreach
INFOGRAPHICS
Over 9,000 page
viewsOver 9,000 Page Views
BrainstormShortlist Targeted
Sites
Create Content
OutreachPublishPromote
CONTENT STRATEGY
CONTENT PROMOTION
#journorequest
Content Marketing Technology
Over 1 million Social Shares
ReferralTraffic
Social Signals
Citations
THE RESULTS
Conversions Engagement
The future?
INSUMMARY
Secure Profiles
Optimise Your Website
Monitor Your Brand
Support Your Profiles
With Superb Content
Win the CrowdDominate
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
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/
