Fitting In & Standing Out in a World of Universal SERPs. Eric Papczun
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1 Fitting In & Standing Out in a World of Universal SERPs Eric Papczun
2 World of SERPS All rights reserved. Performics Inc. Proprietary and Confidential. 2
3 The Increasingly Universal SERP Evolving before our eyes, the SERP is becoming more: Visual, Social, Local Three forms of content drive all SERP results: Most Control Paid Ads, Product Feeds Owned Native Site SEO, Video, Images, Blog, Local Earned Off-Site Communities, User Generated Content, and Press Least Control All rights reserved. Performics Inc. Proprietary and Confidential. 3
4 Fitting in: Covering the Basics Core Listings Local Wiki Social News All rights reserved. Performics Inc. Proprietary and Confidential. 4
5 Standing Out like a Sore Thumb: McDonalds Optimized local listings (phone, address, map) to help me find the closest McDonalds to grab some hamburgers On the other hand, maybe I ll eat something healthier: All rights reserved. Performics Inc. Proprietary and Confidential. 5
6 Standing Out in Front: What can Retailers learn from Brand Advertisers? All rights reserved. Performics Inc. Proprietary and Confidential. 6
7 Why Standing Out Can Matter: Universal Search Engagement Quantemo TM Engagement Index U.S. Video Viewing Metrics (comscore) Study recorded eye tracking, physiological and emotional reactions and click tracking The inclusion of Universal search results increased emotional engagement during interactions with the SERP All rights reserved. Performics Inc. Proprietary and Confidential. 7
8 Prioritize Your Universal Search Strategies Universal search is becoming more prevalent However, most clicks on images, videos, news, or real-time results will not lead to conversions Where is the real value in universal search? Universal Brand Management Brand Awareness: SERP domination for your brand Reputation Management: For your brand name and the names of your top executives Local: Driving in-store traffic What should I optimize? Do a cost-benefit analysis to determine what existing content to optimized for universal search Put processes in place to optimize all your new content for universal search All rights reserved. Performics Inc. Proprietary and Confidential. 8
9 Universal SERP Optimization Best Practices
10 10 Strategies for Local & Mobile 1. Give engines your local feed create a Google local listing 2. Use mission critical keywords in business title 3. Properly catagorize listing 4. Verify phone, address, map and other info in the engines 5. Free up local content from JavaScript and form barriers 6. Create individual landing pages for each of your locations and build a local sitemap 7. Get listed in local directories (like Superpages and IYP) and build/earn citations 8. Open a store/office in the city of search 9. Ensure your site is mobile friendly (view in various mobile browers) 10. Run a paid ad with a store locator sitelink: Mobile SERP All rights reserved. Performics Inc. Proprietary and Confidential. 10
11 7 Strategies for Real-Time & News 1. ESTABLISH your Twitter handle and tweet regularly about things that consumers care about 2. IDENTIFY brand influencers 3. LISTEN and quickly respond to consumer problems before a massive Twitter conversation makes its way to the SERP 4. ENGAGE them by joining the conversation, thank them, and encourage them to keep tweeting about you 5. USE good ol' fashion Public Relations to get the story out 6. LINK to positive and fair stories to increase their ranking. 7. LEAD others to content that supports your view point All rights reserved. Performics Inc. Proprietary and Confidential. 11
12 8 Strategies for Brand Reputation Management 1. Create a Wikipedia page for brand and/or key products 2. Create and optimize Facebook and YouTube channel pages 3. Create, optimize, and stay on top of a Twitter account 4. Add pictures of the to Flickr 5. Add favorable articles to Digg and encourage others to vote up those articles 6. Link out from strong pages on your site to favorable social networks 7. Create and optimize a media page for the executive on your site; build incoming links to that page 8. Build incoming links to all executives site bio, LinkedIn and Google Profiles All rights reserved. Performics Inc. Proprietary and Confidential. 12
13 10 Strategies for Images & Videos 1. Optimize the file name, meta data, and content around the image/video 2. Ensure site videos have their own URL and are outside of Flash 3. Resize and rename images if they are "borrowed" from other sites 4. House all images and videos in separate folders off the root and create an image/video sitemaps monitor indexation levels using the site: operator 5. Verify that the robots.txt file is not blocking indexation 6. Use Yahoo! Site Explorer to discover what pages are linking to the image/ video you want to push down; try to mimic those links to a favorable video/image. 7. Create a custom YouTube channel 8. Look for reasons to flag YouTube videos that are damaging to your brand (like if the video is using a copyrighted song in the background) 9. Stage contests (like Doritos) where users create their own videos about your brand 10. Utilize paid Yahoo! Rich Ads in Search (RAIS) and paid image product ads All rights reserved. Performics Inc. Proprietary and Confidential. 13
14 Questions?
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