An overview of emerging trends in Natural search that local businesses need to be aware of. For a short 15 minute presentation for http://www.teamlondonbridge.co.uk

1. SEO Best Practices for 2013 and Beyond
An Overview of Emerging Trends in Natural Search
Keith Horwood
Head of SEO at Found www.found.co.uk
@eagle8 @found_online

2. What we will cover
 Getting Technical
 Rich Snippets
 Authorship
 Local & Mobile
 Building Content: 2013 & Beyond
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3. Rich Snippets
So what is a rich snippet?
“A „snippet‟ is the information that is displayed underneath
each individual search result. Rich snippets provide
additional engaging content & also push your competitors
further down the page.”
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4. Rich Snippets
It’s not just about reviews!
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5. Rich Snippets
It’s not just about reviews!
5

6. Rich Snippets
It’s not just about reviews!
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7. Rich Snippets
And they’re really easy to implement
itemscope itemtype="http://schema.org/Event">
<a itemprop="url" href="the-tear-thief">
Unicorn Theatre Tickets:
<span itemprop="name"> The Tear Thief</span>
</a>
<meta itemprop="startDate" content="2012-11-29T13:30">
Wed, 11/29/12
1:00 p.m.
<div itemprop="location" itemscope itemtype="http://schema.org/Place">
<a itemprop="url" href=“/">
Unicorn Theatre
</a>
<div itemprop="address" itemscope
itemtype="http://schema.org/PostalAddress">
<span itemprop="addressLocality">London</span>
<span itemprop="addressRegion">UK</span> </div></div>
<div itemprop="offers" itemscope
itemtype="http://schema.org/AggregateOffer">
Priced from: <span itemprop="lowPrice">£10</span>
</div>
</div>
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8. Getting Technical – Authorship
Link authors to content – adds trust and authority
 Improve authority - CTR
 Improve rankings – AuthorRank – Google have a patent called ‘Agent Rank’
 Remember, this can apply to YouTube content too
 Side Effects: Better Quality Content
Nobody (usually) wants to put their name to poor quality content
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9. Getting Technical – Authorship
Guess what? This is easy to do too
 Link to Internal Author Pages with ?rel=author
 Link from Internal Author Pages to G+ with ?rel=me
OR
 Link directly from articles to the G+ profile
https://plus.google.com/authorship
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10. Rich Snippet Top Tips
 Use Microdata– Schema.org (HTML5 & Google Recommended)
 Plugins are available
 Don’t fake it!
 Authorship:
Use a good, visible, recognisable
headshot.
 TEST – Google provide a tool
http://www.google.com/webmasters/tools/richsnippets
 Integrate Social
Open Graph Protocol & Twitter Cards
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11. Local
Do not underestimate the power of Google+ local
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12. Local
Use Free Mobile Testing Tools
http://www.howtogomo.com
http://responsive.is/
http://www.springbox.com/mobilizer/
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13. Local
Test With Google’s Mobile Landing Page Templates
http://www.google.com/sites/help/mobile-landing-pages/mlpb.html
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14. Customer Centric Content
Content is king. Seriously.
Entertaining
Offers a
Shareable
From one person to
USP
a group of people –
Customer
Centric think - who is going
Content
Great to link to it?
Engaging
concept
Fantastic
design
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15. Content
Choose the Right Medium – Video Can Produce Results
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16. Content
Gather Data - Visualise Data - Curate…
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17. Content
Images Are Very Shareable if You Have Originals
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18. Content
Events & Partnerships Can Connect to New Audiences
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19. Content
Regular Recipes – Great Images too!
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20. Content – Where From?
Local Events – Engage With Other Businesses
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21. Content – Where From?
Showcase Your In Imaginative Ways Products
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22. Content – Where From?
Use Your Community
ASOS
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23. Content
Top Tips
 Optimise!
 Promote!
 Re-work & re-purpose
 Build relationships
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24. Content – Top Tips
Evaluate Successes and Failures
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25. Takeaways
 Get the basics right
 Engage with your customers &
learn from them
 Mobile & Local should be a prime
focus
 Content: Quality over quantity
 Don’t give up!
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26. Confused?
Get in Touch! @eagle8