PR Moment COnference . Google+ & SEO

Google+ & SEO

Nick Garner | Unibet | PRmoment SEO: The impact of PR and Google+ on search 2012

Nick Garner

He looks after Search Engine Optimisation, Pay Per Click for the
UK, Social Media Optimisation, Refer a Friend, and some parts of
Unibet's conversion optimisation activities.

He is a recognised expert in SEO and social media within the
iGaming industry with a long track record of commercial
successes.

An internet marketing veteran, Nick has been architecting and
building marketing strategies for the 13 years. He puts his
commercial successes down to a practical understanding of
internet related technology, human behaviour and the commercial
drivers on the internet

Nick is a family man and competitive international sportsman
based just outside London.
Nick Garner. Global Head of Search, Unibet


Google's share isn't growing much


But it's revenues are...


Information / Commercial Internet
Mix in commercial with
$15.62 per person per year in the UK* information as much as
possible

Rank (fairly) Rank (fairly) hard
easy


Conclusion

$15.62 per person per quarter in the UK*

Google is becoming an ads engine, mining data about you to be the perfect middleman

For more of this thinking see seobook.com


Signals are changing
OLD: Look for algo weaknesses NEW: Look for 'human patterns'
and exploit them > SEO in ranking sites, socially engineer
them > Online PR


What G+ promises

More:
•Reach in search
•Direct traffic
•Engagement
•Conversions without adwords


SEO & G+


He says it's (kind of) connected

"When someone recommends something, that's a pretty
good indicator of quality, we are strongly looking at using
this in our rankings." said Matt Cutts, Google's principal
engineer for search.

Core idea: Circles > Reach


Not Logged in


Logged in > because I follow Unibet...


G+: Connecting the network


+1's anyone?

It's the 'quality' of the network, mate.


Social (& G+) & SEO


How does the cycle work?

Share Socially

Create share Earn the social
worthy content rankings boost

Win natural
More searchers
Extend your links from the
biased to seeing
reach value of the
your stuff
content

Earn more
Amplify
social
network reach
followers


Memes


Start with great content


Start with Great Content


Add a little PR outreach

http://techcrunch.com/2012/03/06/dollar-shave-club/

Spread across social networks

http://www.facebook.com/DollarShaveClub



https://twitter.com/#!/dollarshaveclub



http://www.youtube.com/watch?v=ZUG9qYTJMsI


Rank in personalized search

https://www.google.com/search?q=shave (while logged in to my account)

Earn links like crazy

The links are too new to show in link tools like OSE/Majestic, but they likely have 10K+ links from
high authority domains in just a few days.

Win the Internet

Via http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382

A great case study for SEO

If DSC had integrated SEO into their viral and social marketing plan, they likely could have
Nick Garner | rankings across search terms that would continue to send them traffic long after the
earned Unibet | PRmoment SEO: The impact of PR and Google+ on search 2012

Unibet Memes


Meme: Villas-Boas


What next for Villas-Boas?


Links & brand awareness


Resource


What resource is needed?

The right person:
• Journalist / blog owner
o Has their own blog/site (ideally)
o Not too hung up on being 'newsey'
o A bit technical
• Personality
o Creative
o Funny!
o Inquisitive
o Persuasive


James Our G+/Online PR guy

o Southampton Solent BA
(Hons) Journalism
o Independent On Sunday
o Sevenoaks Chronicle
o Goal.com
o Five Year Plan fanzine
o Stand up comedy


Final thoughts for Google+

• It's time to shift our footprint from
exploiting the algo's weaknesses, to
engineering human behaviour and
harvesting the right signals i.e. Online
PR with and SEO backdrop > G+

• For me its an either way bet
• G+ Win: we are early adopters and
we out pace competitors
• G+ Fail: we use this content and
engagement on other social
channels anyway


PR Moment COnference . Google+ & SEO

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