Search Engine Optimization

Lesson 6: Exploring SEO

Search Engine Optimization Course

 Where are we?
Search Engine Ecosystem
On page Optimization
Google Analytics and webmaster in SEO
SEO Profiler and other tools in SEO
Off Page Optimization
Digital Asset Optimization
Online Reputation Management
Algorithms and Google Updates
Search Engine Optimization Course
 Digital Asset Optimization

Search Engine Optimization Course

 Areas that we will address
What is digital assets?
Correlation of social signals to search results
Principals of Digital Assets
Digital Assets Optimization Strategy

Search Engine Optimization Course

 The Evolution Of Search Engine Landscape
x

The past... Madonna before The present... Madonna now

Dull organic listings Vibrant organic listings

No Universal Search Universal Search results
results blended within blended within the
the organic search organic search
landscape landscape
Greater optimisation
opportunity for Brands to
dominate the organic
real-estate

2001 2014
Search Engine Optimization Course
 Digital Assets Ranking displayed on SERP
SEO Links

Earned

Owned
Paid
the Search results for Pepsi...
Earned
Digital Assets: Brand
Owned
Channel

Others posting TVC

Earned on their Channel

Earned PR: People talking

about the ads

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 Content is King
Focus on quality Content! Content [is King]

The major search engines are

focusing on creating the best possible
user experience, which means sites
that offer relevant information stand to
gain the most visibility, investing in
original, quality content creation is
essential to SEO success in the
current search climate, and the
benefits of producing visitor friendly
content go far beyond rankings.

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 Social and Search Work together
Users nowadays are far more likely to Like something, than to link to it.

Bing uses Facebook Google says it is working Tweets help Google

Likes as a ranking on using +1 as a ranking index content faster
signal signal

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 Social Signals & Correlations on Search Engine Ranking

Correlation of the summary of all Facebook metrics (shares, likes and comments) for
the factor "Facebook total" which has as an aggregate of all factors the highest
correlation and by far the highest average result on the y-axis when compared to the
Google rank (x-axis) within the social area.

Figure1: Social signals Rank Correlation 2013

In other words: well-ranked URLs have many shares, likes, comments, plus ones and tweets
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 Social signals continue to show strong correlation with good rankings Facebook

On average, social signals are the domain with the highest correlations.
Websites that rank in the top positions on Google usually have a large number of
social signals. In other words: well-ranked URLs have many shares, likes,
comments, plus ones and tweets.

Correlation of the summary of

all Facebook metrics (shares,
likes and comments) for the
factor "Facebook total" which
has as an aggregate of all
factors the highest correlation
and by far the highest average
result on the y-axis when
compared to the Google rank
(x-axis) within the social area.
Figure 2: Average by ranking Facebook signals in total
Search Engine Optimization Course
 Social signals continue to show strong correlation with good rankings - Twitter

The average number of tweets from the Twitter network is in relation to the
Google rank of the relevant URL already well below the figures for Facebook's
signals.

Even here, the correlation

with rankings is clearly
visible.

Figure 2: Average by ranking Twitter signals in total

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 Social signals continue to show strong
correlation with good rankings - Pinteres
Pins i.e. signals from the Pinterest network, are comparatively
rare as a social signal per website and ranking.

However, even here the

distribution reflects a fairly
good correlation

Figure 4: Average by ranking Pinterest signals

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 Google+ new in the analysis with very high correlation

In the US, Google+ signals are now just behind tweets in absolute terms.

Google+ signals seem to

correlate well with top
search result rankings.
In 2013, plus ones show the
highest correlation with good
rankings.

Figure 5: Average by ranking G+ Signals

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 metamorphosis (noun): The process of transformation from an
immature form to an adult form in two or more distinct stages.

Search Engine Optimization Course

 An Evolution of our SEO Offering
By applying the 5 Digital Assets Optimisation Principles

+ SOCIALABLE + SHAREABLE + PORTABLE + SEARCHABLE + MEASUREABLE

1. 2. 3. 4.
Health Technical Content Link
Check Optimisation Optimisation Building

Review current search engine
positioning, technical architecture
and content to identify and
provide solutions for existing
problems
Make technical changes to the Identify keywords and utilising Identify and create inbound links
site to ensure it can be crawled them across all key content areas to help the search engines
and indexed determine the importance of the
content

Keyword List creation
SWOT Analysis
Benchmarking and reporting
Competitor benchmarking
Client Education program
Technical audit Content Audit Direct link affiliates
Strategy & Optimisation Content development Article distribution
XHTML & CSS Distribution strategy Advertorial placements
recommendation Content schedule & Influencer outreach
Accessibility Optimisation Optimised news feeds
recommendations UGC audit & recommendations Submitting content to
Architecture recommendations Applications / widgets directories
URL structure development Media partnerships
Page structure

Measurement and Integration

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 Digital Assets Optimisation Considerations
The 5 Owned Media Principles

+ SOCIALABLE + SHAREABLE + PORTABLE + SEARCHABLE + MEASUREABLE

Does your brand actively

Does your brand publish Is your content cross Is your brand embracing Do you monitor your
participate in social media
text, audio and video browser compatible? several SEO and Paid online brand using web
across a span of external
content via XML feeds? Have you considered Search best practices. Is analytics software,
social networks? Does
Are you enabling two-way mobile build best your site code clean and advertising tracking
your brand play an active
API services (widgets, practice? optimized, have you software, and onsite
role in the conversations?
badges, value-added data implemented landing page optimization tools?
Are you popular?
services, etc)? optimisation?

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 The Digital Assets Optimisation Checklist
Use the Check List to Rate & Analyse your Brands Owned Media Assets

Search Engine Optimization Course

 Socialability Check List
Does your brand actively participate in social media and conversations, are you
popular? Area Socialability Best Practices Benchmarking

Keyword Specific Vanity URL

Optimise info tab

Facebook
Regularly update. Keyword rich post with links

Use # tag while linking/sharing/commenting

Optimize title tag and meta description

Google Plus
Keyword rich image file names

Optimize title tag

Twitter
Use hashtag in tweets

You Tube Upload photo contain keyword in file name

Search Engine Optimization Course

 Digital Assets Optimization Strategy

Owned Media Social Profiles Digital Content

Facebook
Website Articles
Twitter
Blog YouTube PR

Google +
Images Product Reviews
Pinterest

Search Engine Optimization Course

 Digital Assets Optimization Strategy
Give 4 example of digital assets
Classify these digital assets into Paid, Owned and
Earned
Name 5 Owned Media Optimization Principal
Which social platform has the highest correlation to
search ranking on Google

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Thanks

Search Engine Optimization Course