LinkedIn SEO Presentation

© Essence 2005 - 2009 © Upstream Connections 2011© Upstream Connections 2012

SEO review


Agenda Background to SEO

Working with your company

2013 strategy

PPC opportunities

Take Aways

A.O.B.

© Essence 2005 - 2009 © Upstream Connections 2011

Background to SEO


What is SEO?

Search engine

optimisation is the

science and art of

getting your website to

rank at the top of the

search results for

relevant keywords

Top position gets 18.20% of all traffic


Keyword research Identifying relevant search words and phrases that potential customers

are searching for to find your product and service.

How do we do this?

Look at existing keywords bringing traffic to the website

Understand the product and service – talk to customers e.g. cloud computing, security

PPC (Paid) campaign data – positive or negative!

Use tools which provide estimations of potential traffic volumes and competitiveness

e.g. Google Keyword tool, Google Insights and SEO Moz.

https://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS

http://www.google.com/insights/search/

http://www.seomoz.org/


Onsite Are you using the keywords on your website? Are you making the

most of your content? E.g. add whitepapers to website and direct traffic from email newsletters

Unique, Quality Content is king Develop landing pages targeting different topics and specific keywords

Cloud computing, risk trends, Eurozone breakup Include relevant webinars and whitepapers

Include keywords naturally within your title, content and headings

Technical recommendations : Page titles – short, unique and clickable Meta descriptions URL structure Internal linking

Technical reports Can Google read your website? Duplicate content? Site speed? Sitemap?

Tracking – Google Analytics is ideal and free!


Offsite – AKA link building (1)

Links to SunGard using keywords and brand name in anchor text in order to help

ranking in Google (opposed to referral traffic).

Content placed on 3rd party websites.

Content includes 2 links to website

Each link counts as a vote for your website.

Not all votes have the same weight.

Example page URL

http://www.nyzx.net/social-media-marketing-fundamentals-entrepreneurs.html


Offsite – AKA link building (2)

2 Links

included in

text to

Frosts4cars

website

Additional promotion

to increase link value

Upstream source 3rd party

financial websites and

blogs – competitor

analysis, website searches

Content will be an article

on a general topic – tone

and style tailored to host

website

Upstream write content to

be uploaded by webmaster


Volume linksManaging keyword density each month

Press releases (1 + 4 versions)

Article submissions

Directories

Keywords: brand related, high volume and long tail


2011 work with your company


Brief – September 2011

3 month pilot targeting your website

Demonstrate link building approach – agreed target 4 EP, 5 PR, 5 AS, 3 Directories

Agreed 10 keywords to target and rankings to be checked in:

google.co.uk

All content to be reviewed and approved by The Directors before publication on 3rd party

websites

Your Company to provide PR and newsletters to support content creation

Upstream to carry out competitor analysis

Technical recommendations – duplicate content and URLs

© Upstream Connections 2012


Results Proved process and link building approach

Page authority increased from 48/100 to 76/100 providing foundation for next set of work

Number of links achieved 1st October – 31st December: 93

Rankings improved significantly in 3 month period – 1st October 11 – 15th January 12

Traffic increased 228% during same period



Going Forward - 2013


UPSTREAMIDENTIFY

LINK

SEND LINK DETAILS TO APT

APT TO APPROVE

UPSTREAMCOMMISSION

CONTENT

APTAPPROVE CONTENT

UPSTREAM TO WORK WITH WEBMASTER TO UPLOAD CONTENT


Identify link for homepage or editorial page

Provide details via email for approval

• Commission copy for content page / widget• Copy then sent to client to review and approve

• IP address• Anchor text • Target URL

Being transparent & working together

• Link Page Title• Link Page URL• Home PR (Google PR)• Age of Domain (WHOIS records)

Email when link/page uploaded

Provide overview in monthly report

• Work with webmaster on uploading Homepage link

Homepage links

Keep Upstream in loop, provide marketing materials etc

Increase the volume of targeted keywords & expand reach

Increase content on the site

Dedicated landing pages, guides, News , Reviews & Videos

Opportunities to work together / existing partnerships

edu and .gov domains, Directories

Online press releases

Competitions


2012 Strategy – variety is key

Your website

1. High quality links

•Newspapers

•Info graphics

•Data journalism

2. Editorial pages

•3rd party blogs and websites

3. Volume links

•Press releases

•Directories

•Article submissions

4. Competitions

•Content that creates social buzz & increasing signals

5. Widgets

•Interactive and embeddable content – e.g. Quizzes

6. Reviews

•User generated content

•Q&A – badges


Competitions – examples

• Keywords included in description

• Social media and comments promoted as part of

entry method

• Archived page

• Scope to promote to potential decision makers

with iPads with FT subscription, Kindle loaded

with risk management books etc.


Tap into existing customers

• Used as part of campaign for Extreme Sports

Specialist www.exelement.co.uk and Gourmet

Food provider http://www.formanandfield.com.

• Work with company to identify blogs and

websites to target and offer reviews.

• Work with existing customers and request

link

http://www.exelement.co.uk/

http://www.formanandfield.com/

http://www.formanandfield.com/


Widgets – some examples

Global market heat map. - quick snapshot of major markets around the world and if moving up or down. Market data in real time around the clock


PPC Opportunity


Why PPC?

• Drive additional traffic immediately

• Ability to drive the traffic you want , when you want & control costs

• Key is managing campaign accurately to ensure only bidding on relevant terms (e.g risk management) and sending traffic to relevant landing page

• Learn Quicker = Utilise PPC data to inform SEO strategy

• Reporting to the keyword level – tracking is key

• Increased brand exposure whilst selling service/products

• Ideal platform for pushing promotions , USPs


Drive Traffic With PPC

Ads from irrelevant sources. Suggest

no competition for keyword

Low hanging fruit


• Utilise the Linkedin PPC platform• Advanced targeting criteria ( Job type , function , Industry , Geo , Seniority ..more)• Place APT directly in front of key decision makers • B2B focused community• Opportunity to also promote pod casts

http://www.factset.com/insider/2012/1/podcast-euro-risk

Your Next Customer ?







What to take away Think about your customers

What keywords are they using? Are you targeting these? Do you rank for these?

Look at your own website How much traffic are you currently getting? How many leads? Could your content be working harder? Are people finding you

webinars online? What new content could you be creating? What are your website goals?

What content could I create to target specific customers?

SEO can help make your content work harder and maximise your ROI on content marketing and thought leadership.


What next?

Feel free to contact Bella Cranmore with any questions about the work that we have already done together.

Contact Me at [email protected] and 07714 490456 to find out more about SEO and set up 4 SEO month trial.

mailto:[email protected]


About Upstream


We are Upstream Connections, a multidisciplinary Digital Marketing Agency specialising in

SEO, PPC, Social Media and Conversion Optimisation. Our job is to increase the online presence of

our clients and improve their profitability and ROI by employing best practice strategies.

For over 8 years Upstream Connections has provided digital marketing services to small and

medium sized businesses as well as to some of the world’s largest brands across a range of

industries and countries. Our average contract length is 4.3 years and we have a 94% retention

rate over a 3 year period.

We currently provide services in more than 10 languages and work with clients in the

UK, USA, Switzerland, Spain and Germany.


Who we are

Upstream Connections has been

very strong. If we could start all

over again, we would probably

invest even more on SEO. We

have 1st spot rankings on terms

that would be prohibitively

expensive on PPC.

Jonathan Foulds,

Marketing Manager for

eHarmony

A FEW OF OUR CLIENTS


A Proven Track RecordThe graphs below show our typical progress. As the rankings for the desired keywords improve so

does the traffic.

You guys have done an amazing

job! (after achieving #1 spot for

Mobile Phones in Google)

Ian McCall, Head of Direct

Response Marketing for E2save

The 3 year SEO campaign from Upstream

Connections has benefited our business

greatly and now most of our business

comes from online searches.

Pipa Nogaro, Director at Extreme

Element



Upstream – Quick Overview SEO & PPC Specialists

Clients from all over the world: UK, USA, Switzerland, Spain.

Outsourcing partner to 3 High Profile Media Agencies in London

Currently working on 60+ websites

Currently providing services in 13+ languages

Profitable every year since launch in August 2003

22 permanent staff & 100% independent

Upstream Connections has been

very strong. If we could start all

over again, we would probably

invest even more on SEO. We

have 1st spot rankings on terms

that would be prohibitively

expensive on PPC.

Jonathan Fouls,

Marketing Manager for

eHarmony


We are

I get involved at key stages to give my insight into our clients' accounts. I have been involved in the preparation of the material you see here and will carry on being involved at later states, during the technical , SEO and Keyword research. ….

12 Years SEO Experience

I make sure there is a clear communications channel between our clients and Upstream. I enjoy the creative aspect of our work as well as the planning and execution of it. It’s nice being considered as the hero when our clients increase their ROI because of the work we do.


The keyword research you see in this report has been done by me and my team using our own tools. I will supervise all French, German & UK link building strategies and meet with the team on a weekly basis to indentify opportunities.


I am the one who runs around making sure all client

targets are met and I manage all our link builders and

copywriters workload. I meet weekly with Jez, Bella and

Virginia and in these meetings we discuss the SEO team’s

findings and how to implement them to benefit our clients.

I supervise the workload of the SEO, PPC and Social Media team to make sure we deliver exceptional service to all our clients. I make sure we use the latest best practices and work together with Jose and Virginia to run tests and in-house experiments. Keeping up with Google is all about being proactive & innovative.

8 Years SEO/PPC Experience

LinkedIn SEO Presentation

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Transcript of LinkedIn SEO Presentation