Search Engine Optimization for Universal Search

Has it all changed, what still works, what doesn't?

Fionn Downhill | CEOElixir Interactive5425 E. Bell Road, Suite 145,Scottsdale AZ 85254

602.494.6326866.734.9650fionn@elixirinteractive.com

So has it all changed?

• NO• Great content• Great Links• Follow the rules. It’s Google’s

search engine they are entitled to make their own rules

• PPC is still an auction based model• Experience still counts more than

anything

So what has changed?

• More content to optimize• More opportunity for integration• PPC is more expensive requires more

expertise and skill• Marketers are much smarter about

search• Local Search and Geo searches in Google• It’s not about traffic and clicks anymore

its about SALES!!• Analytics is much more important in

setting strategy

How to be #1 in Google

No one knows for sure – except GoogleBased on our experience, this is what we

“think”:Accessibility of the siteSite structureRelevancy of the content to the searchThe popularity of the content - as measured by linksUser actions – click-through rateLinks, Links, Links, did I say links?

And it’s all about to change

• Integrated results• Increased relevancy

Universal Search

Ability to customize

History-driven results

Personal Search

“Voting” functionality to customize results

Results based on surfing history

Search Engine Optimization

On-Site Improvements

Best PracticesWhat makes a page successful

HTML Title Tag

• Most important optimization element• First thing users see• Should be unique for each page

Meta Description

• Provides search engines with context• Used in results page listings• Should be unique for each page

Meta Keywords

• Mostly deprecated tag• No more than 3 per page

Header Tag - <H1>

• Reinforces theme of page• Provides additional context• Use keyword variations here

ALT Text

• Be descriptive and accurate of the image • Do not keyword stuff• Assists visually impaired users• Can provide additional context to the spiders

Copy

• Be concise and use proper grammar/spelling• Break up large chunks with lists• “Sprinkle” targeted keywords – no stuffing• Incorporate relevant links

Keyword ResearchA How-to Guide

The Best Place to Start is...

…your own backyard

The Next Best Place is…

Some Other Ideas…

1. Social Networks and Blogs2. Online discussion groups/forums3. Keyword Research tools

Where does social fit in the mix?

So, what is social media?

It’s technology that facilitates the sharing of thoughts, ideas, discoveries and experiences with others.

Content Sharing

CommunicationNetworking

CONTENT

RSS

Share to social/Bookmark

Forward to friend

Variety of formats

Where are your customers

The Top Social and Content Strategies

Multiple Assets

Blogs Forums  RSS Feeds Social Bookmarking and Tagging Press Releases Photo Directories/Images Social Media Sites Videos Podcasts Article Marketing E-Zines, Newsletters White Papers Wikipedia

Twitter

Facebook

Linked In

You Tube

What about those digital assets

So, what’s a digital asset?

articles blogs podcasts profiles press images video

Optimize the assets

Video Optimization

• Encode multiple formats• Reduce clip size to < 5 minutes• Brand pre and post-roll• Use relevant keywords • Add “catchy” title• Craft a well-written description• Add relevant keyword “tags”• Geo-tag• Annotate and link• Tubemogul is your new best friend• YouTube and video marketing – An hour a day-

By Greg Jarboe

Tube Mogul

You Tube

Flip tip – Make your own

Available at Best Buy (approx $130)

Book tip

Available at Amazon.com

Image Optimization

• Add “tags”• Group into themes• Provide detailed description• Geo-tag• Add “tooltips”• Link back to website• Make “publicly” viewable• Post as many images as possible

Flickr

Audio Optimization

• Encode ID3 tag• Create MP3 and iTunes versions• Add pre/post brand message

Podcast Alley

PR Optimization

• Incorporate relevant keywords• Link back to site• Distribute via PRWeb• Post to Digg/Del.icio.us• Post link on blog• “Tweet” and email

PR Web

PERFORMANCE

MO

NIT

OR

ING

Some Common KPI

• # views• # comments• # friends/followers• Sentiment• Average rating• Traffic/Leads/Sales from….

Final Tip!!!!

• Link to your newly created assets to ensure your rank in Universal search results

Good Luck!

Fionn Downhill – CEOElixir Interactive5425 East Bell Road, Ste 143Scottsdale, AZ 85254www.elxirinteractive.com

602 494 6326 Ext 220866 734 9650Twiiter: @fionndLinked In: Fionn DownhillBlog:www.fionndownhill.comSee my presentations at Slidesharehttp://www.slideshare.net/Fdhill

Thank You