Seo Part 1

Common Sense SEO

Google Universal and User Generated Content

Presenter:Lee Colbran

SEO Workshop | 4th September 2009 | Copyright Fresh Egg Ltd

Common Sense SEOGoogle Universal

What is Google Universal?



1. Blog Search 2. Book Search 3. Code Search (labs)

4. Finance 5. Images 6. Local/Maps7. News 8. Patent Search (beta)

9. Product Search 10.Scholar 11. Video 12.Web Search

The composites of Google Universal



1. Blog Search 2. Book Search 3. Code Search (labs)

4. Finance 5. Images 6. Local/Maps7. News 8. Patent Search (beta)

9. Product Search 10.Scholar 11. Video 12.Web Search

+

Google Universal and Adwords



What does Google Universal offer a business in times of recession?



- Flexibility




- Flexibility

- Opportunity to tell potential visitors you embrace multi-media




- Flexibility


- Increased exposure




- Flexibility



- Business opportunities




- Flexibility



- Business opportunities

- We all look for products, service & information – make sure you are doing all you can to lead traffic to your door




Google Universal in effect

Search Term: Les Paul

1. Web Search2. Image Search3. Video Search4. News Search5. Shopping Results6. Adwords

There are six opportunities to appear on the first page of Google for the term.



Google Universal in effect

Search Term: Brian Jones

1. News Search2. Web Search3. Image Search4. Video Search5. Blog Results6. Book Results

There are six opportunities to appear on the first page of Google for the term.



BlogsBooksImagesLocal/MapsNewsProductsVideoWeb Search

Typical Google Search Products that can appear on the 1st Page of results


WHY BOTHER WITH UCD?

And that provides serious Real Estate



Yourwebsite

Web SearchBlog Search

ImageSearch

AdwordsLocal/MapsProduct

SearchVideo Search



36% click "news" results within blended search results*Only 17% click a "news" result after conducting a news-specific search

* Source Jupiter

Google Universal impact




31% click "image" results within blended search results*Only 26% click an "image" result after conducting an image-specific search

* Source Jupiter





31% click "image" results within blended search results*Only 26% click an "image" result after conducting an image-specific search

17% click "video" results within blended search results*Only 10% click a "video" result after conducting a video-specific search

* Source Jupiter




“I think, that a year from now, we are going to be sitting here saying – ‘if you don’t have video, if you don’t have engagement objects on your website, you are just not going to rank.”

* Bruce Clay




Will Google Universal change with the introduction of Google Caffeine?



Google Universal conclusions

- Drive more traffic

- Gain real estate

- Increase brand awareness

- Versatility

- Dominate the front page of Google



Common Sense SEOUser Generated Content

User Generated Content



Why is User Generated Content great in recession?

- It takes the pressure away from site owners and web teams having to create fresh content

- UGC gives you a competitive advantage in tough trading times

- It complements your core content


Benefits of User Generated Content on your website?- Freshness




- Unique Content




- Unique Content

- Honesty (Independence)




- Unique Content


- Engagement




- Unique Content


- Engagement

And from an SEO perspective most importantly

- Longtail Search



Notable websites based on user generated content



Successful ecommerce sites using user generated content

Amazon

eBay

Play



Amazon Longtail Case Study

5 longtail terms that Amazon rank in the top 5 of Google UK which come as a result of their UGC review system.

“notice some familiarity in Planet Earth”

“A must-have for every Blu-ray library”

“Planet Earth on Blu ray” *There is just 0.1% of page content

“polar bear cubs exploring snow slopes”actual text “polar bear cubs exploring snowy slopes”

“Mr Attenborough's narration”



Problems with deploying User Generated Content

- Offensive language

- Copyright infringement

- Moderation time

- Incorrect grammar



How to get User Generated Content

- Ask, use exit emails

- Incentivise, give a little get a lot

- Make it fun

- If all else fails – beg and plead

- This tactic is working for Amazon, it can work for you.



User Generated Content conclusions

- Drive more traffic

- Increase your longtail

- Can work as a secret shop assistant

- Freshness

- A site that is well maintained


Seo Part 1

Technology

Transcript of Seo Part 1