Ionsearch Leeds Google Plus and Unibet

Google+&

Nick Garner: Head of search Unibet Working across all Unibet's 24 international markets, specialising in - SEO - SMO (Social media optimisation) - Refer a Friend- PPC - Online Public Relations (as a means of influencing SEO and social media)

Nick Garner James Daly

James Daly: Online PR Executive for Unibet Running all social media platforms including Twitter, Facebook and Google+ and responsible for- Engaging with blogs for links- Making memes- Creating press releases- Hosting interactive content

Google+&

Google's share isn't growing much

But it's revenues are...

UK: 18% Year on Year growth

$15.62 per person per quarter in the UK*

*assumes 62m UK population

Information / Commercial Internet

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

Rank (fairly) easy Rank (fairly) hard

Signals are changing

OLD: Look for algo weakness and exploit them > SEO

NEW: Look for 'human patterns' in ranking sites, socially engineer them > Online PR

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

The business case for Google+

Give a dog a bone

We believe Google+ is an emergent force in social media and Unibet wants to be a leading part of this within iGaming.

The business case for Google+ > +1

Give a dog a bone...

Give a dog a bone

What G+ promises

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

SEO & G+?

"When someone recommends something, that's a pretty good indicator of quality," said Matt Cutts, Google's

principle engineer for search. "We are strongly looking at using this in our rankings."

He says its (kind of) connected

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.

Excellent PPT on SEO & G+

Search for "Google plus SEO" on Slideshare

Content / outreach (kind of) like G+

Add another one in...

What resource is needed?

The right person:● Journalist / blog owner

○ Has their own blog/site (ideally) ○ Not too hung up on being 'newsey'○ A bit technical

● Personality○ Creative○ Funny!○ Inquisitive○ Persuasive

That might suit me!

Introducing....JamesOur G+ guy!

○ Southampton Solent

BA (Hons) Journalism○ Independent On

Sunday○ Sevenoaks Chronicle○ Goal.com○ Five Year Plan fanzine○ Stand up comedy

Unibet G+ page

Circles

But wait...

What's good

What's good

Unibet Open photos

Hangouts

What we're doing...

Unibet Hangouts with our experts

Ed Malyon

Iain MacintoshPaolo Bandini

Ed Malyon Unibet Hangout

Followers

February 2012

April 2012

1,105

1,543

2,712

3,472

19

145

126760438

Facebook v G+

This is how we get traffic...

Virgin

What next for Villas-Boas?

Memes

Blogs

Memes

Memes

Nick's 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

James's final thoughts

● Scope for lots of fun● Videos look good● Gifs look great● Photos look just lovely● Hangouts offer something different

● Not effective for us...yet

● Slow start● Techie-centric● White space● More people needed!