SAScon Mini SEO Conference 2011: SEO and Brands
Mindy Gotfton from iCom is your host!
How do we approach SEO campaigns (with particular emphasis on small/new websites)
Google does not see a brand in the traditional sense; they see it in terms of popularity and link-strength, as well as age.
“Brands are how you sort out the cesspool,” said Eric Schmidt. What he meant is that established sites with trust will rank well. He wants real business with real people to be found by customers first and foremost.
Places, social signals and reviews have been brought in by Google to hone results. Google is looking to improve the user experience, and how they see websites.
So what can SEOs do?
It’s important to consider how Google sees your website; give search engine spiders a good experience on your site, without compromise the user experience.
Trust signals to do this:
Landing page text – H1 tag with keywords. “This is who we are, this is what we do.” Show this to Google, make the spiders understand what your site is about.
Contact details – Show the user how to contact a human. Show Google spiders that you are legit by registering in directories.
Business age – Have an About Us page with testimonies; show visitors you know what you’re doing. For Google, show them you are established and in it for the long haul.
Content – Interesting for the user. Include alt text, different media for Google to show there is lots of useful stuff and you’re a good resource.
Navigation – If a visitor can’t find your stuff quickly, they will leave. Do not use too many clicks getting from A-B. For Google, use a sitemap to show the relationship between pages.
Links – Does your site have links to other established pages and resources? For Google, linking to trustworthy sites will lend weight to your site.
Social – Talk about your page on social media, online PR, Google Places page
Do these correctly and your site will be optimised.
And the Golden Rule
There’s still no substitute for customer engagement…