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John Straw on SEO principles

John Straw
John Straw

John Straw has founded and sold several internet companies including a web log analysis company sold to Microsoft in 1997, an email marketing company sold to DoubleClick in 1999, and an SEO agency sold to LBI in 2008. He is currently the founder of a search data platform funded by London and Silicon Valley VC's.

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John Straw Web log analysis Sold to Microsoft 1997 VP Europe Email marketing Sold to Doubleclick Co Founder 1999 SEO Agency Sold to Lbi Founder 2008 Search Data Platform Funded by London and Founder Silicon Valley VCs 息 John Straw, 2012
Search Engine Optimisation 息 John Straw, 2012
What is it? The science of getting your website on top of Googles Search Engine Results Pages The pages that are returned following a query Its part of a marketing channel called SEM (Search Engine Marketing) which also includes PPC (Pay Per Click) 息 John Straw, 2012
Google at Work Firstly, lets look at the volume How does Google figure how to order and rank 6.9million pages? 息 John Straw, 2012
The Story of a Pig Actual weight 1,269lb Crowd guessed weight 1,268lb Experiment conducted, 1905 息 John Straw, 2012
How it works Well need to look for two major categories that define the mathematics that allow Google to order and rank results On Page Elements Off Page Elements 息 John Straw, 2012
On Page Elements (called OnPage Optimisation) On page is less important than it was 5 years ago as it is much easier to manipulate PCB in the Domain 9/10 PCB in the Ttitle 8/10 PCB in the Body Text 5/10 息 John Straw, 2012 PCB in Internal Links 6/10
What does Google see? 息 John Straw, 2012
Off Page Elements (called OffSite Optimisation) Much more important that it was 5 years ago as its far harder to manipulate Its all about citation the process that other sites like and link to your content And context And trust 息 John Straw, 2012
Typical SEO Strategies (1) Link Baiting Using content to get peoples attention who then share it with others by linking to the content Good examples include calculators, parts look up widgets Infographics are perfect for attracting links 息 John Straw, 2012
SEO Strategies (2) Outreach Programs (previously known as link building) Identifying high value, contextual sites like bloggers Offering them something to write about like new products 息 John Straw, 2012
What are the levers? Aggressive smart link building programs But its through time not in time .edu most in鍖uential and trusted websites, this site has a lot of them linking 息 John Straw, 2012
Ethical and Non Ethical SEO Techniques Breaks search engine rules and regulations Creates a poor user experience directly because of the black hat SEO techniques utilized on the Web site Unethically presents content in a different visual or non-visual way to search engine spiders and search engine users. Does everything naturally Makes it look like SEO is not actually being done 息 John Straw, 2012
Risk and Reward The Reward The Risk If over 10% of your non brand traffic comes from Google and its changes its algo
Calculating ROI and Share Market share can be calculated by taking Total volume of searches by keyword Number of Top 10 positions CTR (Click through Ratio) of the positions 息 John Straw, 2012
Google The Future 息 John Straw, 2012
Google and Social Is the integration of personal data into SERPS from Googles new Facebook like social network 息 John Straw, 2012
Google and Social Success 息 John Straw, 2012
Google and Content 息 John Straw, 2012
Google and its enemies Facebook has an alliance with Microsoft Apple now likes Facebook Apple doesnt like Google and is friends with Facebook and Microsoft 息 John Straw, 2012
Google and Apple Apple will launch a search engine in 2012 Evidence and intent; Siri Apples brilliant artificial intelligent assistant uses the Wolfram Alpha engine increasingly Siri will come to the living room in the form of Apple TV Why would Apple give free access to Google Apple has $100billion in cash And a massive data centre complex on the US East Coast 息 John Straw, 2012
Actions from this session If you have a Google account (theyre free) and you like content then G+ it Infographics are great link bait If your dealing with suppliers please ask them to link to the relevant sections of our site If you are in PR please include links to our site in your releases If youre writing copy please ensure they targeted keywords are in the title text If you want to be Good at Google Be Different 息 John Straw, 2012
Glossary Algo (Algorithm) the mathematical formula the Google users to order and rank webpages in SERPS SERPS Search Engine Results Pages PPC Pay Per Click Onsite optimisation make your site more attractive to other sites so theyll link Offsite optimisation finding influential sites and offering free stuff so theyll link to you White hat doing everything stealthily and naturally Black hat being unnatural Link building outreach programs for getting great links CTR Click Through Ratio 息 John Straw, 2012
息 John Straw, 2012

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John Straw on SEO principles

  • 1. John Straw Web log analysis Sold to Microsoft 1997 VP Europe Email marketing Sold to Doubleclick Co Founder 1999 SEO Agency Sold to Lbi Founder 2008 Search Data Platform Funded by London and Founder Silicon Valley VCs 息 John Straw, 2012
  • 2. Search Engine Optimisation 息 John Straw, 2012
  • 3. What is it? The science of getting your website on top of Googles Search Engine Results Pages The pages that are returned following a query Its part of a marketing channel called SEM (Search Engine Marketing) which also includes PPC (Pay Per Click) 息 John Straw, 2012
  • 4. Google at Work Firstly, lets look at the volume How does Google figure how to order and rank 6.9million pages? 息 John Straw, 2012
  • 5. The Story of a Pig Actual weight 1,269lb Crowd guessed weight 1,268lb Experiment conducted, 1905 息 John Straw, 2012
  • 6. How it works Well need to look for two major categories that define the mathematics that allow Google to order and rank results On Page Elements Off Page Elements 息 John Straw, 2012
  • 7. On Page Elements (called OnPage Optimisation) On page is less important than it was 5 years ago as it is much easier to manipulate PCB in the Domain 9/10 PCB in the Ttitle 8/10 PCB in the Body Text 5/10 息 John Straw, 2012 PCB in Internal Links 6/10
  • 8. What does Google see? 息 John Straw, 2012
  • 9. Off Page Elements (called OffSite Optimisation) Much more important that it was 5 years ago as its far harder to manipulate Its all about citation the process that other sites like and link to your content And context And trust 息 John Straw, 2012
  • 10. Typical SEO Strategies (1) Link Baiting Using content to get peoples attention who then share it with others by linking to the content Good examples include calculators, parts look up widgets Infographics are perfect for attracting links 息 John Straw, 2012
  • 11. SEO Strategies (2) Outreach Programs (previously known as link building) Identifying high value, contextual sites like bloggers Offering them something to write about like new products 息 John Straw, 2012
  • 12. What are the levers? Aggressive smart link building programs But its through time not in time .edu most in鍖uential and trusted websites, this site has a lot of them linking 息 John Straw, 2012
  • 13. Ethical and Non Ethical SEO Techniques Breaks search engine rules and regulations Creates a poor user experience directly because of the black hat SEO techniques utilized on the Web site Unethically presents content in a different visual or non-visual way to search engine spiders and search engine users. Does everything naturally Makes it look like SEO is not actually being done 息 John Straw, 2012
  • 14. Risk and Reward The Reward The Risk If over 10% of your non brand traffic comes from Google and its changes its algo
  • 15. Calculating ROI and Share Market share can be calculated by taking Total volume of searches by keyword Number of Top 10 positions CTR (Click through Ratio) of the positions 息 John Straw, 2012
  • 16. Google The Future 息 John Straw, 2012
  • 17. Google and Social Is the integration of personal data into SERPS from Googles new Facebook like social network 息 John Straw, 2012
  • 18. Google and Social Success 息 John Straw, 2012
  • 19. Google and Content 息 John Straw, 2012
  • 20. Google and its enemies Facebook has an alliance with Microsoft Apple now likes Facebook Apple doesnt like Google and is friends with Facebook and Microsoft 息 John Straw, 2012
  • 21. Google and Apple Apple will launch a search engine in 2012 Evidence and intent; Siri Apples brilliant artificial intelligent assistant uses the Wolfram Alpha engine increasingly Siri will come to the living room in the form of Apple TV Why would Apple give free access to Google Apple has $100billion in cash And a massive data centre complex on the US East Coast 息 John Straw, 2012
  • 22. Actions from this session If you have a Google account (theyre free) and you like content then G+ it Infographics are great link bait If your dealing with suppliers please ask them to link to the relevant sections of our site If you are in PR please include links to our site in your releases If youre writing copy please ensure they targeted keywords are in the title text If you want to be Good at Google Be Different 息 John Straw, 2012
  • 23. Glossary Algo (Algorithm) the mathematical formula the Google users to order and rank webpages in SERPS SERPS Search Engine Results Pages PPC Pay Per Click Onsite optimisation make your site more attractive to other sites so theyll link Offsite optimisation finding influential sites and offering free stuff so theyll link to you White hat doing everything stealthily and naturally Black hat being unnatural Link building outreach programs for getting great links CTR Click Through Ratio 息 John Straw, 2012