Tag Archives: search engine optimisation

Google Power

Assuming you have an array of profiles online, when did you last Google yourself?

You really should. It’s fascinating to see the changes in content. A few months ago you may have expected your Facebook, Linkedin and Twitter accounts to dominate. But in a short space of time, Google has taken this over dramatically with it#’s +1 and Circles roll out. Sites like Quora and Slideshare are fast improving, whilst WordPress and Twitter are holding their own.

The interesting change in terms of Twitter as you scroll through the first few pages is that specific tweets rather than just a profile are being collected too. Interesting because it is making you more searchable by what you are posting rather than just having a profile.

So personally, and professionally, it makes the notion of thinking before you hit ‘send’, ‘post’ ‘submit’ all the more important now, don’t you think? Footballer Joey7Barton might want to take note.

NB: No Foursquare or Empire Avenue in sight. Personally, I think that speaks volumes.

4 ways to drive web traffic with SEO

This fourth and final part of my SEO series considers how to drive traffic to the website ‘off the page’. This involves getting links to your website on as many other websites as possible, the ethical way!

1. Link building: Search engines place importance on incoming links and, as a result, ‘link building’ has emerged as a critical part of the optimisation process. Explained simply, 100 websites offering a link to your website collectively implies that your site is relevant and worth visiting. So start thinking creatively about where your target audience congregate online.

2. Indexing: Make sure your website is correctly indexed with the major search engines. Most search engines have an address like Google where you can input your website’s domain name for ranking.

3. Social media optimisation: If you haven’t already, you should consider setting-up profiles with major high traffic sites such as LinkedIn, Facebook, YouTube and Flickr. They consistently feature on the first page of most searches alongside company websites.

4. Digital PR: In line with the thinking behind social media optimisation, often a top ranking position in a search belongs to a reference or article on a well visited news or media site. This could be in a specific b2b sector (for example, in the food sector – Food Navigator) or Yahoo! for more general, b2c searches.

Summary: An unrelenting global news cycle, the rise in self publishing and the ‘always on’ nature of the internet means there will always be somebody, somewhere interested in what you have to offer. Having content distributed more widely, with more back links, gives browsers a better chance of finding you when they need to.

Image: iPhoneMatters

An extended version of this post originally featured on the BDB Blog in October 2010. Click to read it in its entirety.

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Five ways to improve on page SEO

Visibility is everything!

In this third part of four posts on SEO, I’m considering the best ways to improve on page search engine optimisation.

1. Keywords: Keywords are critical as they drive your messaging, content and search. It’s important that there is synergy between how your site is written and what browsers are looking for. But there’s more to it than filling your web page content with keywords. Search engines have got wise to this and downgrade sites that don’t appear to read well.

2. Meta structure: Keywords need to be built in to your meta structure – the code that sits behind the website. Why? Placing relevant and targeted keywords in the meta description and tags indicates to a search engine bot that your website is genuinely serving content in relation to the keywords in question.

3. URLs: The titles you give to each page on your website should be presented clearly and simply. They should adequately relate to the content on that page to give the search engine bots the best chance of indexing the page correctly. This refers to both the domain (for example ‘www.website.com’) and the sub pages (for example ‘www.website.com/news’).

4. Alt and h tags: Images should have a text-based alternative (alt tag), again to help the search engine bot to index and display information about the image if it doesn’t load correctly. Check that you’ve built in alternative (alt) tags for all images used throughout your website. Copy on web pages should have heading (h) tags. Again, search engine bots place importance on headings and tags as part of the overall structure of a page and the serving of relevant content. Primary and secondary headings (h1 and h2) are generally the most important.

5. Sitemaps: Sitemaps are probably the most important but often overlooked element of SEO. Sitemaps act like a table of contents for search engine bots, allowing them to index the entire site from one convenient text-based resource.

Summary: Selecting keywords used by your target audience and feeding them through the content and code of your website gives it a greater chance of ratings success.

An extended version of this post originally featured on the BDB Blog in October 2010. Click the link to view.

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Content remains king in SEO

The old maxim that ‘content is king’ largely remains the case in internet marketing terms given the colossal amount of information available. Browsers now have unparalleled and unlimited choice.

Having a relevant and engaging website is key to both successful optimisation and your business prospering. We’ve already reviewed the key elements of design for SEO. But this needs to be matched by relevant content that provides a worthwhile and quality experience for website visitors.

1. Relevant: Because website content ages quickly. It might be that your company has entered new sectors and markets or left some behind. You may have new products or services to promote, or legislative changes to share. Or there may be a requirement to communicate with other stakeholder groups such as distributors, agents and investors, as well as customers and prospects. All these opportunities give rise to the concept of ‘content in context’.

2. Accurate: As web content can sometimes come from a number of sources, it’s important that it’s accurate. This means checking it’s technically correct, with no spelling or grammatical inaccuracies while also ensuring that there’s a prevailing format and tone. Key messages and preferred vocabulary should be consistently used.

3. Engaging: To retain interest and encourage deeper involvement, website content should be ‘sticky’. Video, for example, offers a powerful way to demonstrate product features and benefits and  bringing a corporate entity to life. And with video search accounting for 50% of online search (Bruce Daisley, YouTube, speaking at SAScon, April 2010), featuring embedded video from YouTube or Vimeo on your website will improve site visibility, ranking and inbound traffic.

4. Connected: It’s important that all links within your site are checked regularly, particularly as the site grows. Updating or removing content leaves the site at risk of being littered with errors and broken links.

Summary: Delivering relevant and accurate ‘content in context’ gives you the best possible chance of attracting, engaging and retaining visitors. It is, after all, the main reason they searched for a supplier like you in the first place.

An extended version of this post originally featured on the BDB Blog in October 2010. Please visit to read in its entirety and have your say.

Image: Positiverealestateprofessionals

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Why SEO is not just about keywords

Contrary to popular belief, comprehensive search engine optimisation (SEO) starts with your website, not with your keywords. Though there’s no magic formula, focusing on design, content, on-page and off-page will have a positive impact on ranking in search engine results.

Well optimised websites have a number of design considerations at their core and are critical in delivering the right impression, information and experience to stimulate future traffic and drive conversion. Search engine bots, just like human visitors, place a high degree of significance on whether (and how quickly) the site works, how easily it can be navigated and ultimately how accessible it is.

Here’s my quick take on which design considerations are important and why:

1. Functionality / usability: Website visitors are short on time and have bewildering choice, so they expect a site to work. This means ensuring it loads quickly, that all pages display correctly and links to pages both within the site and to other websites work. Enquiry forms, email and sign up functions need to be easy and quick to use too. Automated email confirmation and data validation should be in place when anyone elects to make contact.

2. Navigation: Your site has to be easy to navigate. If in doubt, test it on people removed from what you do. Ask them to complete a number of search and enquiry related tasks and watch how they go about it.

3. Aesthetics: Your site should be clear and attractive. Cluttered pages disrupt flow and confuse visitors. Colour palettes, fonts and images should deliver an experience that encourages visitors to stay and return.

4. Accessibility: It’s important to consider the needs of different browsers in your site design. This is especially relevant to settings that help the visually impaired and users affected by motor neurone, learning difficulties or deafness. The Disability Discrimination Act and WC3 international compliance standards for good web design should be consulted.

5. Hygiene factors: Finally, ensure that legal, data protection and privacy policy statements are included on your site. These can relate to the smooth running of technical content, the collection and use of personal data (through logins or forums) or assist with queries and concerns. Statements or downloadable policies should be comprehensively signposted and easy to find.

Summary: These elements might initially appear to have little role in SEO but actually they are important for optimisation and impact the overall website experience. And they are critical in building a durable, future-proof website.

An extended version of this post originally featured on the BDB Blog in October 2010. Please visit to read in its entirety and have your say.

Image: Tendou86 on Blogspot

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Searching for the SEO pot of gold

In a recent B2B Marketing magazine article (Feb 2011, Best Practice) SEO experts in the b2b marketing sector mused on the forthcoming changes in this space. Here I lay out the essence of what they said and discuss why I agree and disagree with some of it.

Mobile, undeniably, is the growth area. Smart phone use in particular (which asa device is slated to outstrip the computer in providing Internet access by 2013), is growing at phenomenal rates. Companies need to reconcile the importance of search to business customers in tandem with understanding how search is conducted differently ‘on the go’.

Google Instant Preview, was slated as the biggest change in search, completing search strings when browsers entered terms. I’m not sure. Doesn’t this take more time and need more clicks, just like when predicative texting was first introduced?

The main point about Social Search focused on how the recent tie up between Facebook and Bing could mean more search activity takes place within Facebook meaning more people stay within the site longer. Though important, social media optimisation is more than just Facebook based.

Sitemaps are undeniably crucial in directing visitors to relevant web content, and their role is growing as more rich content is used by website owners. And having greater visibility over incoming and outgoing social media links will make them more relevant.

New generic top level domains like .eco .sport and .music are going to fuel a goldrush scramble by existing domain registrants to secure the new variants that might impact on their business. Whether they will become mainstream remains to be seen.

Local focus will continue to grow in 2011 as the various geolocation services incorporate offers, benefits and other time sensitive and loyalty affirming promotions. Google already returns local searches, integrating mapping functionality. Ensuring your business is correctly indexed with Google Places, Yell, FreeIndex and other online directories is key to this, but often overlooked.

But without giving marketers to0 much to think about, I’d also add the following to the mix as critical in 2011.

Long tail search involving the use of longer, more specific phrases rather than overused, but increasingly generic single word terms garner more targeted results. Each of the main search engines has a keyword tool which can be used to inform your SEO efforts. Use them. And check them regularly.

Links are still strong currency, and it is an important strategy to build a credible bank of incoming links from related and high traffic sites to boost your own visibility and overall search rank. Linked to social media, it makes sense, in this respect to create profiles with back links to your website to support this.

Integration remains central to any and all marketing effort. Only when all your marketing activities are joined up, pointing in the same direction, formed around the same messages and using a consistent vocabulary can truly effective SEO have the right conditions in which to thrive. Remember that the visitor who has arrived at your site through search has probably been influenced by advertising, direct marketing, email, a trade show, editorial, a forum posting or other reference elsewhere online OR offline.

Interestingly, the article also made no mention of multi language SEO and regional domain hosting, presumably because no b2b companies operate abroad…but that is a point for another day!

Best b2b social media tools: Slideshare

Slideshare is one of my top b2b social media tools because it has a vast 25 million strong community which views and shares 75 million presentations, PDFs and other documents every month. Slideshare as a social media tool is significant because the content is easily shared to a multitude of platforms with simple embedding code and is relatively quick and easy to use.

Slideshare provides an outlet for material that is probably sat gathering dust somewhere in your organization. Perhaps most importantly, Slideshare was added to Linkedin profiles early in 2010 meaning all your contacts can now view your material together with anything you recommend. This opens up your content to a potential audience of millions. Which means a business profile on Slideshare can also have a dramatic effect on search engine optimisation.

Why?

It really is more a case of why not when it comes to Slideshare. Think about all the material that exists within your business in Word, PDF or PowerPoint format that could be made to work harder for you online? Can hosting information about your company online aid prospect self-selection and provide warm leads?

The only challenge with Slideshare has traditionally been the need for material to be able to work on its own, without human presentation. But the recent launch of the SlideCasting function – where pre-recorded audio can be quickly added to slides – has removed this concern. Click  on the image to see it in action.

Remember the numbers: 25 million users and rising. 75 million views a month. It is now a free addition to Linkedin profiles – potentially accessing another 65 million people. Slideshare is a very high traffic, active site.

How to get started?

Simply create an account and upload a PowerPoint. A short one about your business, what you do, your key people and what drives them, your values, the three problems you solve – whatever it is, keep it simple. Remember it has to work on its own. It has to be short and snappy. Keep the copy to a minimum and use some high impact titles and images. Use keywords and quotes to deliver your messages.

Once it is uploaded, promote the fact it is available through other social media tools like Linkedin status updates and groups, Twitter, Facebook, email your customer base, add the Slideshare button to your email footer and the URL to your business cards. Direct your prospects to these presentations rather than sending them documents by email, or worse by post. It shows that you are forward thinking and embracing new technology.

Examples

Here is Espresso’s thought provoking agency credentials presentation.

Here is Velocity’s B2B Content Marketing Workbook presentation.

Summary

Everyone writes presentations and every company has a ‘standard’ credentials presentation. Put it online with Slideshare, promote it, and see where it takes you.

What do you think?