PR Moment COnference . Google+ & SEO

Google+ & SEO

Nick Garner | Unibet | PRmoment SEO: The impact of PR and Google+ on search 2012

Nick Garner

He looks after Search Engine Optimisation, Pay Per Click for the UK, Social Media Optimisation, Refer a Friend, and some parts of Unibet's conversion optimisation activities.

He is a recognised expert in SEO and social media within the iGaming industry with a long track record of commercial successes. An internet marketing veteran, Nick has been architecting and building marketing strategies for the 13 years. He puts his commercial successes down to a practical understanding of internet related technology, human behaviour and the commercial drivers on the internet

Nick is a family man and competitive international sportsman based just outside London.Nick Garner. Global Head of Search, Unibet

Google's share isn't growing much

But it's revenues are...

Information / Commercial Internet

$15.62 per person per year in the UK*Mix in commercial with information as much as possible

Rank (fairly) easy

Rank (fairly) hard

Conclusion

$15.62 per person per quarter in the UK*

Google is becoming an ads engine, mining data about you to be the perfect middleman

For more of this thinking see seobook.com

Signals are changing

OLD: Look for algo weaknesses and exploit them > SEO

NEW: Look for 'human patterns' in ranking sites, socially engineer them > Online PR

What G+ promises

More: •Reach in search •Direct traffic •Engagement •Conversions without adwords

SEO & G+

"When someone recommends something, that's a pretty good indicator of quality, we are strongly looking at using this in our rankings." said Matt Cutts, Google's principal

engineer for search.

He says it's (kind of) connected

Core idea: Circles > Reach

Not Logged in

Logged in > because I follow Unibet...

G+: Connecting the network

+1's anyone?

It's the 'quality' of the network, mate.

Social (& G+) & SEO

How does the cycle work?

Extend your reach

Share SociallyEarn the social rankings boost

Win natural links from the value of the content

More searchers biased to seeing your stuff

Earn more social followers

Amplify network reach

Create share worthy content

Start with great content

Start with Great Content

Add a little PR outreach

http://techcrunch.com/2012/03/06/dollar-shave-club/

Spread across social networks

http://www.facebook.com/DollarShaveClub

https://twitter.com/#!/dollarshaveclub

http://www.youtube.com/watch?v=ZUG9qYTJMsI

https://www.google.com/search?q=shave (while logged in to my account)

Rank in personalized search

Earn links like crazy

The links are too new to show in link tools like OSE/Majestic, but they likely have 10K+ links from high authority domains in just a few days.

Via http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382

Win the Internet

A great case study for SEO

If DSC had integrated SEO into their viral and social marketing plan, they likely could have earned rankings across search terms that would continue to send them traffic long after the launch.Nick Garner | Unibet | PRmoment SEO: The impact of PR and Google+ on search 2012

Unibet Memes

Meme: Villas-Boas

What next for Villas-Boas?

Links & brand awareness

Resource

What resource is needed?

The right person:

• Journalist / blog owner

o Has their own blog/site (ideally)

o Not too hung up on being 'newsey'

o A bit technical

• Personality

o Creative

o Funny!

o Inquisitive

o Persuasive

James Our G+/Online PR guy

o Southampton Solent BA (Hons) Journalism

o Independent On Sunday

o Sevenoaks Chronicle

o Goal.com

o Five Year Plan fanzine

o Stand up comedy

Final thoughts for Google+

• It's time to shift our footprint from exploiting the algo's weaknesses, to engineering human behaviour and harvesting the right signals i.e. Online PR with and SEO backdrop > G+

• For me its an either way bet

• G+ Win: we are early adopters and we out pace competitors

• G+ Fail: we use this content and engagement on other social channels anyway

PR Moment COnference . Google+ & SEO

Technology

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