Monthly Archives: April 2012

BrightonSEO Roundup – Top 5 Takeouts

BrightonSEO

Brighton

Here’s a roundup of our top 5 takeouts from Friday’s excellent BrightonSEO event:

Start using rich snippets

This seemed to be a common theme running through most of the presentations. Rich snippets are becoming an increasingly important part of SEO. Get involved or get left behind.

Rich Snippet

Rich Snippet

Go beyond Webmaster Tools & Google Analytics

Google’s controversial decision to hide keyword data is an indication that as it gradually becomes more and more evil, insights from its products will become more difficult to obtain. SEOs need to start thinking about third party analytics and even examining log files to decipher where exactly their traffic is coming from, and how users are moving around their sites.

Content is still king

Charlie Peverett’s content strategy presentation outlined the need for SEOs to think about content as more than just words. The importance of sharing content socially is becoming a greater part of Google’s algorithm, so make it easy for your visitors to do so.

Content is still king...

Content is still king...

Own social profiles to dominate brand SERPs

Koozai’s Sam Noble did a great presentation on branding and highlighted the importance of owning all of your brand’s social profiles in order to dominate the SERPs for your brand term.

Have a Plan B

In my opinion, the most useful and insightful presentation of the day came from Propellernet’s Gary Preston, in which he discussed Google’s latest ‘Black Swan’ algorithm updates and how they could be rationalised. If you are focussing on SEO activity that Google is likely to crack down on in the future (e.g. obviously paid links), make sure you have a plan B.

Brighton SEO Roundup – Search marketing – from Panda to Black Swan

Gary Preston & Stefan HullStefan Hull

Why are SEOs so surprised by Google updates?

Black Swan Events

- A surprise event that occurs.

- Can be rationalised by impact.

- Depends on your point of view.

Chase after your best interpretation of what users want – Matt Cutts.

Google wants to deliver the best possible search results. Has 91% of market share for a reason, it’s the best and it will continue to roll out changes in order to maintain its position.

Identify areas of vulnerability to avoid getting hit by Google algorithmn changes.

Propellernet did a survey:

  • 60% of respondents pay for links.
  • 67% of respondents say paid links work.
  • 10% said their boss didn’t know what they were doing.

Visual your link profile to identify vulnerability

How transparent is your activity? How much do your colleagues understand about the decisions the SEO team and the reasons behind them.

PR agencies want a piece of the SEO action.

Brighton SEO Roundup – Maximizing your SEO Agencies

Hotels.com SEO manager James Owen outlined a 5 step plan for working with and getting the most out of an SEO agency.

1. Preparation

Before you engage an agency, establish goals. Build authority in a certain area, drive more revenue?

Give your agency correct keywords and landing pages from the off. Benchmark before you begin, look at your own site’s rankings and those of your top 5 competitors. Make sure they understand historical SEO activity and what they can and can’t change on your site.

2. Setup phase, 0-2 months

Establish long and short term keyword targets.

3. Testing, 2-4 months

Find out agency’s strengths and weaknesses, social, online PR etc.

4. Fine tuning – 4-6 months

Once you have found out what an agency is good at, get them to do more of it.

5. Agency reporting

What’s your profit margin? How much have you spent? How much have you made? Over what period of time? Establish KPIs – CVR, orders, GBV, visits. Use a reporting suite such as Brightedge to help with this.

Brighton SEO Roundup – How you can get BIG links from BIG media sites

Lexi Mills

Lexi Mills

 

You don’t need to have relationships with people to get links, follow them on Twitter, LinkedIn etc.

Find out before you contact a site what their policies on external links is.

 

 

How do you ask for links?

  • Be up front about wanting a followed links.
  • Ask could you credit us with a link? Makes it seem more legitimate.
  • Pass the buck – my boss wants a followed link.
  • Pick up the phone.
  • Any response is a potential link – follow up.
  • Get one story published without a link, then follow up with another, if they want it, the publisher will give you a link.
  • Ask for branded, not anchor links for higher success rate with journos.

Trust – Big brands vs Small brands

Linkbuillding for small brands needs extra effort in terms of resources, you need to give more to be trusted and gain links.

Using PR Wires

Use PR Newswire and Business Wire (particular for tough niches)

  • When you syndicate a press release avoid using symbols.
  • Have a variety of natural links, 3 links to different sections of your site.
  • Use notes to editors for extra links.
  • Report DA, followed or no followed, anchor text.

PRs vs. SEOs

SEOs can be really helpful to PRs, pass on your knowledge of SEO to PR agencies to build rapport. Ask PRs for linkbait ideas.

Learn from Twitter – Follow #prwin, #prfail and #journorequest.