7 Steps to Ranking When it Matters!

Presented by….

Paul Reilly. Head of Search - StickyeyesNick Garner. Head of SEO - Unibet

Paul Reilly. Head of Search - StickyeyesAs Head of Search at Stickyeyes it is my responsibility to ensure all our clients enjoy the highest possible return on investment and capitalize on opportunities

Nick Garner. Head of Search - UnibetI work as an SEOer for Unibet. I get results when I think like an affiliate. I cannot comment on whether have personally done what you are about to see.

Step 1 – Your moment of realisation

It's the day you decide to make money online.

• Sort out your ethics.

• There is no Black or White Hat SEO.

• There are only sustainable, profitable results.

Google loves money. Auction intensity…!

Google loves money. Auction intensity…

Google don’t like you, gaming the algo.• They say, a link is an ‘earned vote’.

• They say, more ‘votes’ , higher rankings.

• We get ‘votes’, we rank, we take from Google.

;-)

Unsustainable ‘vote’ building.

• Being too aggressive

• Throwing a load of money at low quality link building

• Being too desperate/wasting your time

• Spamming like its 2003

• Only playing to the weaknesses of the algo

Sustainable ‘vote‘ building

• Get the best calling card possible

• Link build in line with your category (normalization etc)

• Keep your link building 'socially acceptable'

• BUILD A BRAND (if you can)

How Google likes those ‘votes’ structured

Step 2 – 6 Months to go

Time

World Cup all time traffic

World Cup 2010 Traffic

You’re lucky, you know its coming

Think ahead and organize your site.

• Build in the sections of the site and add placeholder content

• mysite.com/my-big-event/

• mysite.com/other-related-content/

• Events have patterns

• Build around the spikes

Think ahead and organize your link building:

• Get your inbound link architecture sorted out

• Get a stash of links you can employ:

o Link bait content within a subfolder for future 301 redirecting of

links

o The usual base link building

Quiz time!

Step 3 – 4 Months to go

Time

It’s ‘Campaign’ Link Building Time

• Do your 'always on' link building, but step it up from now• Make your efforts progressive• Make the link acquisition graph look natural

Step 4 – 3 Months to go

Time

ARRRRRRRRGHHHHHH!!!!!

*uck !!!!!!

Step 5 – 2 Months to go

Time

Audit, organize potential redirects, set up conversion points

• Site audit• Identify potential redirects• Banner code for conversion points.

Step 6 – 5 days to go

Time

Time to hit it!!! (4 days before event)

• Perform timed redirection for maximum impact• Links, links, links

Step 7: On the day

Time

Too Early! Just Right

Eng V USA

$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$ See the Money !!!!! $$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$

$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$

See The Money!!!

That’s SEO folks

Oh, and BTW…

• I’m after international European affiliates to partner with. ( I have the money, you have the local know how )

• Links

I’m easy to find (& I love a deal) :

• nick.garner@unibet.com / 0044 7814 029 751• http://nickgarner.co.uk (if you want to check me out)

Notes

Notes: General rules of thumb

• If you want to be on Google's website, then don't contaminate the internet too much.

• Hiring the wrong people to link build. And giving them the wrong metrics to work to i.e. X number of links for Y $$

• Link building is a qualitative thing.

Sites worth checking out for link building• Hang out on sphinn. There is some great tutorial info there ref:

http://sphinn.com/hot/LinkBuilding/ and of course webmaster world: http://www.webmasterworld.com/link_development/

• Sites like wickedfire are ok, but be prepared to wade through a lot of noise http://www.wickedfire.com/traffic-content/

Notes: Internal redirections

Do an audit of the site, looking for the best places for rediricts and dropping links.

site: keyword excl section x i.e. show me the most relevant parts of the siteexcluding this folder http://www.googleguide.com/advanced_operators.htm

query: site:betting.betfair.com world cup -site:betting.betfair.com/world-cup-betting/    - go through analytics and pick the low traffic on topic pages you want to sacrifice / link for

From this time, drop in those links into your body content from teh selected pages.

On the redirects, its a case of picking the low traffic pages that are generally subject related, that wont rank for the money phrases.

Notes: Setting up conversion points

• Add your include code to show your takeover banners on D-day and comment them out.• For the banners, DON'T use HTML - Just use stuff that engines don't like to crawl. / gif / jpeg / flash. its important not to have 'words' that could accidently mess your on site optimisation. • Moving into towards D-day…• Keep an eye on webmaster tools     - track those rankings    - regularly check that your site is clean ( I have seen a ton of malware attacks recently)     - monitor the traffic and keywords your '301 doner pages' have.    And your analytics.