sandra hennessy seo masterclass
DESCRIPTION
SEO MasterclassTRANSCRIPT
+
© Sandra Hennessy 2010- 2014
Sandra HennessyBe Dynamic087 8348279
SEO & Personalisation
#sbpseo
+A bit about me
Digital marketing training & consultancy since 2002
Training, mentoring & lecturing: DMI, Irish Times Training, Fáilte Ireland, Enterprise Ireland, ISME, IIA, LEO’s etc.
Own business 2010 - Be Dynamic
@SandraHennessy
/BeDynamicIreland
ie.linkedin.com/in/sandrahennessy/
#sbpseo
+Personalisation history lesson
#sbpseo
+Have you searched for yourself?
#sbpseo
+What is SEO personalisation?
“Personalized search refers to search experiences that are tailored specifically to an individual's interests by incorporating information
about the individual beyond specific query provided”
Wikipedia
“It is about ensuring what the search engine perceives are the most relevant web pages are returned to that specific user based on their
previous search history and online activity”
Me
#sbpseo
+Some pitfalls of personalisation
Privacy concerns
Decreases likelihood of getting new results
Google auto complete – history appears in search terms being suggested
Filter bubbles: where searchers only see information that they want to rather than discovering new information (Eli Pariser
http://www.ted.com/talks/eli_pariser_beware_online_filter_bubbles?language=en )
Why it may be a bad thing
#sbpseo
+Example 1 – Search History Search: are my search results being indexed
Friday 05th Sept Sunday 07th Sept
Moz fromno. 10 to no. 8
Yoast fromNo. 5 to no. 4
#sbpseo
+Example 2 – Searchers LocationSearch: 4 star hotels (from home office in Cashel) and bank of Ireland (in Lisburn)
#sbpseo
+Example 3 – Search Specific LocationSearch: dentist Dublin 2
#sbpseo
+Example 4 – Search Plus Your WorldSearch: Linda Barker
#sbpseo
+ Example 5 – Search Plus Your WorldSearch: social media news
#sbpseo
+Key factors
LocationActual location & location in search
Search history, websites visited (organic and ads) transactions from ads etc. https://support.google.com/accounts/answer/54068?hl=en
Search Plus Your World
Mobile search:Do you have amobile site?
#sbpseo
+
What can you do?
#sbpseo
+Content Marketing
Create compelling content that your customers will engage with
Build search and visitor history on your site
Attract customers at different stages of the buying cycle
#sbpseo
+Data Highlighter
Enables Google to display and present your data in a relevant way
#sbpseo
+Advertising
Remarketing and ad extensions
Building search and transaction history
https://www.youtube.com/watch?v=TCDZQgVSPVY #sbpseo
+Google + & YouTube
Google Places Listing www.google.com/places
Use YouTube and Google + to network and build a community
#sbpseo
+NAP Details
Name, Address and Phone details – the same across all sites
Put location map on your website
#sbpseo
+Mobile Site
Build a responsive/mobile site
#sbpseo
+Social Sharing & Endorsing
Include social sharing buttons on all key content
Get people sharing , endorsing and linking to your content
#sbpseo
+Key Takeaway
#sbpseo
+Thank You
087 8348279 OR [email protected]
Twitter: @sandrahennessy
Facebook: www.facebook.com/BeDynamicIreland
© Sandra Hennessy 2010- 2014. Presentation cannot be copied or reproduced without prior permission of Sandra Hennessy T/A Be Dynamic
#sbpseo