By David Pratt / Tags: analytics, marketing, seo / 1 Comment / Published: 20-05-09
- Twitter is the delayed search… ask your peer group a question, then wait. Personal recommendations are valued more than computer answers.
- Twitter is a recommendation engine.
- Invite your entire user base onto twitter and engage with them. Ask them what they want to see, how you can help them etc.
- NEVER spam to twitter
- Participate – help your followers out and be genuine.
Marketing / PR
- Brian Fetherstonhaugh on Multi-channel marketing – when each channel has the same design: “it’s like matching luggage syndrome and it’s failure number one… lazy integration… campaigns should play to the strengths of each medium.”
- Hot 5 marketing channels: Mobile, Social Media, LBS (location based service) & Local, Digital POS and Gaming.
- Search (SEO) is research, it’s an early form of discovery… “here’s what your consumer said”, “here’s what we know about our consumers”, “Search is the keeper of consumer intent”
- SEO Niches and the Big Picture
- You are no longer able to choose your brand spokesperson. Everyone is a spokesperson.
- Find the people who care about your brand, then give them the tools to speak about your brand.
- Only put out messages that people care about. Be interesting.
- Never “we are great / this is great because” more “we do this / this is how”
- Site failure / downtime is an opportunity “We’ll be back shortly, try this…”
- Free your data, but carry your logo.
PPC + Advertising
- Give MS Live a whirl as they have removed the minimum bid
- There is an Excel plugin for MS live keywords – “Advertising Intelligence Tool”
- Advertise on social media and news sites if you specifically want to target mobile users.
Should be thinking about now
- London 2012 – Get a page up for it now and get some content on it that is relevant to your niche. Page should have established position come the time when it is needed with a sneaky bit of link building.
Content + SEO + link building
- Don’t let SEO’s bastardise creative, well written copy. Let SEO’s support it with meta, title and supporting signposting.
- Focus on content, not the latest SEO craze.
- Make sure that you have a good geographic spread of links across the entire area that your business operates. Try to get full coverage.
- Consider buying a database e.g. maybe like this one – many to choose from here + other sites. Use this database and then invite businesses to supplement this information with their own content and encourage them to treat it as their own site. Sprinkle with some UGC and the number of new inbound links this will generate is huge. Also dish out badges or whatever to the businesses that do have their own sites for additional inbounds. If you get this site directory site to rank well, then it cannot be ignored by businesses.
- Total number of unique external domains linking to a url is the most important external linking metric. Always go for domain diversity.
- “Websites do not link to websites, people link to other peoples work”
- “Take what’s in the mind of people and mix it with your niche” – Swine flu etc.
- “Create discussion sparking content” – Invite authority figures to participate once the discussion has started.
- Buy directory links for stuff you need to rank on e.g. “baby”
- Shamelessly buy keyword links from digital point forums if you are a big enough brand. Don’t overdo it though.
- There has only being 1 penalty due to external links from a UK site, and it didn’t last very long. see here
- Great task for an placement student – build a promotion network.
- Tip off popular bloggers when you do something link worthy. Many of them have contact forms + twitter accounts that they are very responsive to.
- Do Bounty guest posts or articles on other blogs or magazines sites. Very powerful. E-zines… . Consider paying for this if the site is highly regarded enough. Sponsor well known writers to write an article on your behalf.
- Get Linkscape because it tells you external 301’s + the backlinks tool
- Use SEO Moz tools to see the reasons why other sites are ranking higher than you
- Don’t do footer links, particularly over optimised ones. A limited number of navigation ones are ok.
- Remove crap content.
- Do rel=”nofollow” on stuff you don’t want to rank for:
- My account
- Personalised stuff
- Terms of service / Terms and conditions
- Legal notice
- Corporate site
- Dont use rel=”nofollow” on:
- External links such as editorial external links. This is very important from building a promotional network and maintaining relationships with other sites.
- About us page.
- CSS absolute positioning is risky behaviour. Shifting content by over 350px is more risky according to some spammer forum or other.
- Use meta=”noindex,follow” on page’s where you know you content is duplicated or on pages that you don’t want to be cached.
- FIX: “/blah/”, “/blah”, “/Blah” issues. Choose lowercase and always have closing slash.
- Choose one of http://blah and http://www.blah
- How to do 301 redirects in Apache .htaccess, IIS, PHP, ASP and ColdFusion
- Using Host Headers to host multiple websites on IIS 6.0
- Use rel=”canonical” for dupe pages e.g. blah.com/news/blah/ blah.com/news/blah/?sdfs=sdfsdf
- MAKE SURE 404 PAGES RETURN 404
- Use seomoz top pages with httpFox to check all OK.
- Use “filetype:” to find legacy pages
- Informational queries on the up
- Transactional searches reducing
- Check out Google Options
- Use compete.com for US
- Use Alexa 3 month reach for Global
- The real number of indexed pages by Google is: Go in your analytics package > filter referrer by Google > Do a count – that figure is the index.
People who knew their stuff: