Weitere ähnliche Inhalte Ähnlich wie Linked In Seo Presentation (20) Linked In Seo Presentation1. SEO review
© Upstream Connections 2009
© Essence 2005 - 2011
2012
2. Agenda
Background to SEO
Working with your company
2013 strategy
PPC opportunities
Take Aways
© Upstream Connections 2009
© Essence 2005 - 2011
2012
4. 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
© Upstream Connections 2009
© Essence 2005 - 2011
2012
5. 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.
© Upstream Connections 2009
© Essence 2005 - 2011
2012
6. 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!
© Upstream Connections 2009
© Essence 2005 - 2011
2012
7. Offsite – AKA link building (1)
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
Links to SunGard using keywords and brand name in anchor text in order to help
ranking in Google (opposed to referral traffic).
© Upstream Connections 2009
© Essence 2005 - 2011
2012
8. Offsite – AKA link building (2)
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
2 Links website
included in
text to Upstream write content to
Frosts4cars be uploaded by webmaster
website
Additional promotion
to increase link value
© Upstream Connections 2009
© Essence 2005 - 2011
2012
9. Volume links
Managing keyword density each
month
Press releases (1 + 4 versions)
Article submissions
Directories
Keywords: brand related, high
volume and long tail
© Upstream Connections 2009
© Essence 2005 - 2011
2012
10. 2012 work with your company
© Upstream Connections 2009
© Essence 2005 - 2011
11. 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 2009 2012
© Essence 2005 - 2011
© Upstream Connections
13. Being transparent & working together
Keep Upstream in loop, provide
Identify link for homepage or editorial page
marketing materials etc.
Provide details via email for approval
IncreaseLink Page Title
•
the volume of targeted address
• IP
UPSTREAM
IDENTIFY
LINK
keywords & expand reach
• Link Page URL • Anchor text
• Home PR (Google PR) • Target URL
UPSTREAM TO
• Age of Domain (WHOIS records) WORK WITH
SEND LINK
Increase content on the site WEBMASTER
TO UPLOAD
DETAILS TO APT
CONTENT
Dedicated landing pages, guides, News ,
• Commission copy for content page / widget
• Copy then sent to client to review and approve
Reviews & Videos
APT
Opportunities linkswork together / existing
Homepage to APPROVE
APT TO
APPROVE
• Work with CONTENT
partnerships webmaster on uploading Homepage link
UPSTREAM
COMMISSION
edu and .gov domains, Directories
Email when link/page uploaded CONTENT
Online press releases
Provide overview in monthly report
Competitions
© Upstream Connections 2009
© Essence 2005 - 2011
2012
14. 2012 Strategy – variety is key
3. Volume links 4. Competitions
•Press releases •Content that
•Directories creates social buzz
•Article submissions & increasing signals
2. Editorial 5. Widgets
pages •Interactive and
•3rd
party blogs and embeddable
websites content – e.g.
Quizzes
1. High quality 6. Reviews
links
•Newspapers
Your •User generated
content
•Info graphics
•Data journalism website •Q&A – badges
© Upstream Connections 2009
© Essence 2005 - 2011
2012
15. 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.
© Upstream Connections 2009
© Essence 2005 - 2011
2012
16. 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
© Upstream Connections 2009
© Essence 2005 - 2011
2012
17. 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
© Upstream Connections 2009
© Essence 2005 - 2011
2012
19. 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
© Upstream Connections 2009
© Essence 2005 - 2011
2012
20. Drive Traffic With PPC
Low hanging
fruit
Ads from irrelevant sources. Suggest
no competition for keyword
© Upstream Connections 2009
© Essence 2005 - 2011
2012
21. Your Next Customer ?
• 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
© Upstream Connections 2009
© Essence 2005 - 2011
© Upstream Connections 2012
22. 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.
© Upstream Connections 2009
© Essence 2005 - 2011
2012
23. What next?
Feel free to contact Bella Cranmore with any questions about the work that
we have already done together.
Contact ME at leon@upstreamconnections.com and 07714 490456 to find
out more about SEO and set up 4 SEO month trial.
© Upstream Connections 2009
© Essence 2005 - 2011
2012
25. Who we are
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.
A FEW OF OUR CLIENTS
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
© Upstream Connections 2009
© Essence 2005 - 2011
2012
26. A Proven Track Record
The graphs below show our typical progress. As the rankings for the desired keywords improve so
does the traffic.
You guys have done an amazing The 3 year SEO campaign from Upstream
job! (after achieving #1 spot for Connections has benefited our business
Mobile Phones in Google) greatly and now most of our business
Ian McCall, Head of Direct comes from online searches.
Response Marketing for E2save Pipa Nogaro, Director at Extreme
Element
© Upstream Connections 2009
© Essence 2005 - 2011
27. Upstream – Quick Overview
SEO & PPC Specialists
Upstream Connections has been
Clients from all over the world: UK, USA, Switzerland, Spain. very strong. If we could start all
over again, we would probably
Outsourcing partner to 3 High Profile Media Agencies in London invest even more on SEO. We
have 1st spot rankings on terms
Currently working on 60+ websites that would be prohibitively
expensive on PPC.
Currently providing services in 13+ languages
Jonathan Fouls,
Profitable every year since launch in August 2003
Marketing Manager for
eHarmony
22 permanent staff & 100% independent
© Upstream Connections 2009
© Essence 2005 - 2011
2012
28. We are
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
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. ….
The keyword research you see in this report has been done by
12 Years SEO Experience 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 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 I am the one who runs around making sure all client
best practices and work together with Jose and targets are met and I manage all our link builders and
Virginia to run tests and in-house experiments. copywriters workload. I meet weekly with Jez, Bella and
Keeping up with Google is all about being proactive & Virginia and in these meetings we discuss the SEO team’s
innovative. findings and how to implement them to benefit our
8 Years SEO/PPC Experience clients.
© Upstream Connections 2009
© Essence 2005 - 2011
2012