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Posts tagged ‘SAScon’

Mindy Gofton from iCom

Google sees a brand as the trust it has developed with it?s user. Links everywhere, press, lots of searches for it.

?Brands are how you sort out the cesspool? – Eric Schmidt. Established websites and business with a loyal readership or customer base will be favoured.

- SERP changes to emphasise Places.
- Incorporation of social signals
- Changes to allow ?brands? to appear additional times in SERPS
- Reviews to impact SERPs
- Panda – removing sites with too many ads etc

What makes a brand ?trustworthy? to Google

  1. - Provide a good impression of your brand
  2. - Provide a search engine spider a good user experience when on site
  3. - Make pages primarily for users, not for search engines


    Trust signals
    H1 tag saying what you are, what you do and the services you offer
    Keyword in your H1, with related word in your text
    Words semantically similar

    Does this business have a contact? An address, a telephone number, does it match with the Google places page? So your customers have a person they can contact if they need to get in touch. Create Google Places page.

    How long have you been in business? Demonstrates to users that you?ve been about for a while, you?re going to be about for a while. If you move, put proper 301 redirects in place.

    Is your landing page content useful? Do you answer their question? Denture implants, there?s a landing page and a lot of text, they want to be able to easily find it. There?s images, all the images have alt text. There?s videos and a video search map. No random text, spurious content etc.

    Is it easy to find things on your website? Is it easy to find what you?re looking for? Mega menus are good when done correctly. In the same way you want a user to find it, you want a search engine to find content, site maps, deep linking – don?t through up roadblocks for search engine or your ranking will reflect this.

    Does your site have business partners and industry body memberships? Just like a user would check these to make sure you?re trust worthy, Google checks these links, especially if they?re from a trusted authority.

    Is your business ever mentioned in the press? Google trusts the Guardian and there are lots of little news sources commenting, suddenly you have lots of links. Make use of online PR to promote the great things your business does.

    Do you customers talk about you to their friends? Google can see that your being mentioned. It?s natural that a business should have people who frequent a business and talk about it. Get links from relevant sites. Engage with people on social media platforms.

    Does your business have a presence in the places people discuss you? Google wants you talk about the products and services you offer.

    Do people recommend your business? Reviews, people like to see what other people are saying about you. Ciao!, Freeindex are trusted sites by Google – if you?re being reviewed by real people for real services, Google will attribute authority. Encourage happy customers to leave reviews.

    Thinking about how Google perceives the user experience can help you to understand where the gaps in your strategy or problems on a website exist.

    There is no substitute for customer-focus and real engagement with customers and potential customers.

    Business.com – one listing here and a website can jump two pages.

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    Gary Taylor – One Result

    Creating Engaging Content
    Wanted to cancel domain names with 1&1 internet. They con Lots of others with the same problem. Continued posting up every reply email from 1&1. Now ranking just below them in Google. Added a domain monster banner to the site and received 473 clicks, about 10% CTR.

    Had a spike in traffic to his blog in September. 1&1 had started doing televised ads. Above the line advertising is one of the biggest drivers of traffic. Relevant traffic & lots of it.

    ?2.9 billion television ad spend. Time your SEO and PPC with it. Large furniture retailer, advertising a new bed with a TV at the bottom of it. They didn?t see an uplift in sales – they weren?t first page ranking for the product.

    If you?re an SEO talk to your clients media buying agency. They need to be planning SEO and PPC to support TV/Radio/Print campaigns. Time it with your SEO for optimum results.

    Google image search
    Ran a test for ?Worlds tallest building Dubai?. One of these images generates 962 visits. This furniture shop didn?t have basic things like alt tags. @BAdams sees low conversion rate. @GaryPTaylor argues that this does drive traffic and this isn?t a retail example. If you?re a visual person when you search, you?ll visit this site. Also, once you get this traffic on your site, then you can figure out a way to convert it. You can add on more rich content – zooming, video etc to engage your users.

    Case study
    Send marketing – UK?s leading mailing house.Struggled with getting people to understand exactly what they did. People assume direct mail is junk mail. Send for less, send a pdf, they print it, post it for 30p (less than a 2nd class stamp). Ran split testing. Bespoke landing pages. Video Optimisation. Infographic creation and syndication. Ranked first page of Google for Mailing House. Telephone tracking, AdInsights, telephone number onsite changes with Javascript so you can track where visitors call from, how many who called and why. Sales agents can press 1 or 2 to indicate whether it was a sale or not.

    Main take away – the website was driving telephone calls.

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    SAScon notes: SEO for e-commerce

    November 24th, 2010

    SEO for e-commerce websites from Barry Adams

    Identify your top revenue generating keywords & focus your SEO efforts there.

    Encourage branded searches:
    Branded keywords tend to convert really well
    Google likes brands

    Use your site?s internal search
    Great source of keywords

    Site structure is key. Good information architecture.
    Search engines look closely at internal links & anchor text
    Potential for a lot of semantic value
    >Fragrances – Men?s fragrances – Joop!

    Information architecture – book recommended by Barry

    Faceted Navigation
    Allows customers to filter through immense amounts of product and data to find what they want. Amazon uses it.
    Filter facets that don?t add semantic value (price, quantity, size, etc)
    People will type these terms into Google and so will help people finding your products.
    Only issue – it almost always leads to duplicate content

    Don?t use standard product descriptions
    > Make it cool, make it interesting, make in stand out
    Incorporate (long tail) keywords that people might search for

    Temporarily out of stock: Don?t show a 404
    Keep the page and show relevant message with related/recommended alternative products

    Permanently out of stock
    After a grace period 301 redirect to a new product or you?re throwing away your links

    Google shopping is your master
    Seller Reviews enhance your Google shopping visibility
    Impact on universal shopping results and PPC ads

    Where to get Seller Reviews?
    Google aggregates reviews from multiple sources
    Trust pilot and Fifou?
    Shopping comparison sites in general work reasonably well
    A balanced mix of review platforms is not required

    Shoppping feed data quality – get the number of errors down to the bear minimum.

    Semantic mark-up (schema.org)
    Product microdata is useful primarily for those nifty review stars
    If you have multiple store locations, list them with appropriate location

    Duplicate content issues
    Especially common with faceted navigation and parameter-driven URLs
    Potential for indexation lopps

    Solving duplicate content issues
    Prevention is best, but not always feasible
    Indexation Sculpting
    robots.txt blocking
    rel=canonical
    ?noidex,follow? robots meta tag
    hide links (Facets) in javascript
    Make sure you have a great understanding of your sitemap so you don?t accidentally block off large portions of your site.

    Manage URL parameters in GWT

    Linkbuilding for ecommerce sites – Blogger outreach/give-aways
    Find the people for the niche or the product and build relationships with them.
    Social share buttons
    on every product page
    on the order confirmation page (people like to show off)
    on individual reviews

    50% of ecommerce shoppers are logged into Facebook

    Linkbait
    After the post loses populatrity, embed links to your money pages or 301-redirect

    Press Releases
    Make it genuinely newsworthy

    Article marketing
    This still works!

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