linkedin seo presentation
TRANSCRIPT
© Essence 2005 - 2009 © Upstream Connections 2011© Upstream Connections 2012
SEO review
© Essence 2005 - 2009 © Upstream Connections 2011© Upstream Connections 2012
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
© Essence 2005 - 2009 © Upstream Connections 2011© Upstream Connections 2012
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
© Essence 2005 - 2009 © Upstream Connections 2011© Upstream Connections 2012
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.
© Essence 2005 - 2009 © Upstream Connections 2011© Upstream Connections 2012
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!
© Essence 2005 - 2009 © Upstream Connections 2011© Upstream Connections 2012
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
© Essence 2005 - 2009 © Upstream Connections 2011© Upstream Connections 2012
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
© Essence 2005 - 2009 © Upstream Connections 2011© Upstream Connections 2012
Volume linksManaging keyword density each month
Press releases (1 + 4 versions)
Article submissions
Directories
Keywords: brand related, high volume and long tail
© Essence 2005 - 2009 © Upstream Connections 2011
2011 work with your company
© Essence 2005 - 2009 © Upstream Connections 2011© Upstream Connections 2011
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
© Essence 2005 - 2009 © Upstream Connections 2011© Upstream Connections 2011
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
© Upstream Connections 2012
© Essence 2005 - 2009 © Upstream Connections 2011
Going Forward - 2013
© Essence 2005 - 2009 © Upstream Connections 2011
UPSTREAMIDENTIFY
LINK
SEND LINK DETAILS TO APT
APT TO APPROVE
UPSTREAMCOMMISSION
CONTENT
APTAPPROVE CONTENT
UPSTREAM TO WORK WITH WEBMASTER TO UPLOAD CONTENT
© Upstream Connections 2012
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
© Essence 2005 - 2009 © Upstream Connections 2011© Upstream Connections 2012
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
© Essence 2005 - 2009 © Upstream Connections 2011© Upstream Connections 2012
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.
© Essence 2005 - 2009 © Upstream Connections 2011© Upstream Connections 2012
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
© Essence 2005 - 2009 © Upstream Connections 2011© Upstream Connections 2012
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
© Essence 2005 - 2009 © Upstream Connections 2011
PPC Opportunity
© Essence 2005 - 2009 © Upstream Connections 2011© Upstream Connections 2012
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
© Essence 2005 - 2009 © Upstream Connections 2011© Upstream Connections 2012
Drive Traffic With PPC
Ads from irrelevant sources. Suggest
no competition for keyword
Low hanging fruit
© Essence 2005 - 2009 © Upstream Connections 2011© Upstream Connections 2012
• 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 ?
© Essence 2005 - 2009 © Upstream Connections 2011© Upstream Connections 2012
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.
© Essence 2005 - 2009 © Upstream Connections 2011© Upstream Connections 2012
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.
© Essence 2005 - 2009 © Upstream Connections 2011
About Upstream
© Essence 2005 - 2009 © Upstream Connections 2011
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.
© Upstream Connections 2012
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
© Essence 2005 - 2009 © Upstream Connections 2011
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 Connections 2012
© Essence 2005 - 2009 © Upstream Connections 2011© Upstream Connections 2012
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
© Essence 2005 - 2009 © Upstream Connections 2011© Upstream Connections 2012
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.
8 Years SEO Experience
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.
7 Years SEO Experience
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