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Stanley Sarpong & Olju Man General Partners @Punchlime. SEO Credibility: How to Build Your Brand Graph. Updated January 2014 Part of SEO Fundamentals.
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SEO Credibility: How to Build Your Brand Graph - Punchlime Hangout on Air - January 8th, 2014

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Page 1: SEO Credibility: How to Build Your Brand Graph - Punchlime Hangout on Air - January 8th, 2014

Stanley Sarpong & Olju ManGeneral Partners @Punchlime.

SEO Credibility: How to Build Your Brand Graph.

Updated January 2014

Part of SEO Fundamentals.

Page 2: SEO Credibility: How to Build Your Brand Graph - Punchlime Hangout on Air - January 8th, 2014

Special Guests Today.

Backlink Analysis

Google Penalties

Disavow Tool

Reconsiderations

Community Building

Technical SEO

International SEO

On-Page SEO

Fili Wiese. Kaspar Szymanski.

Punchlime Advisors.Our former Google colleagues

Page 3: SEO Credibility: How to Build Your Brand Graph - Punchlime Hangout on Air - January 8th, 2014

Contents.

1. Search Evolution

2. How to Build Your Brand Graph

3. Resources

4. Q&A

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1. Search Evolution.

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Example: Knowledge Graph.

Image: Google.com

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Mega SERP: Top 10 Features.

Source: Mozcast

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2. SEO Credibility:Build Your Brand Graph.

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2.1 Brand Research.

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Brand Research.

Image: Quora

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2.2 Images.

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Example query: smartphone

Images.

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● Add an image alt tag attribute with descriptive keywords:<img alt="street soccer ball monta">

● Use descriptive file name● Create Image XML sitemap● Ensure images directory isn’t blocked

by robots.txt● Host images on the same domain● Add relevant text content around

image to build strong page context

Optimize Images.

More: Shopify’s 10 Must Know Image Optimization Tips

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2.3 Knowledge Graph.

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Example query: burberry

Knowledge Graph.

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Optimize Knowledge Graph.● Ensure Google+ page is set up for your brand

● Post frequently on Google+

● If you have physical address, connect your site

to Google+ Local

● Create a Wikipedia page for your brand

● Add your brand to Freebase.com database

● Convert text into an ‘entity’ by incorporating

structured data mark-up within your content

(use Google’s Data Highlighter)

More: Moz Blog - The Day the Knowledge Graph Exploded

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Google Data Highlighter.

Tag your data and tell Google about:

● Articles

● Events

● Local Businesses

● Products

● Software applications

● Books

● ...

More: Google - About Data Highlighter

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2.4 Reviews.

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Example query: chromebook pixel

Reviews.

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Optimize Reviews.● Review snippet can be grouped as:

○ Single item review

○ Multi-item review

○ Editorial review

● Generate rich snippet using:

○ Micro Data & Schema.org

○ Verify with Structured Data Testing Tool

○ Or use Google Data Highlighter

More: SEO Gadget: Micro Data & Schema.org: Guide To Generating Rich Snippets

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2.5 Authorship.

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Example query: a/b testing book

Authorship.

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● Add a link from your web page or blog to your Google+ profile using rel=author<a href="https://plus.google.com/109412257237874861202?

rel=author">Olju Man</a>

● Sign in to your Google+ profile, and within the 'Contributor To' section add a link back to your domain and save.

Optimize Authorship.

More: Google Authorship - Google+

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2.6 Videos.

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Example query: prezi

Videos.

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● Use a secure video hosting platform (e.g. YouTube, Vimeo, Brightcove, etc.)

● Ensure your videos contain unique properties: title, description, thumbnail

● Create a Video XML sitemap● Add relevant text content around your

video, consider creating a video transcript

● Use Schema.org/VideoObject mark-up

Optimize Videos.

More: Google Webmaster Tools - Schema.org markup for videos

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2.7 In-Depth Articles.

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In-Depth Articles.

Image: Google.com

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● Wrap your article content with Schema.org/Article mark-up:○ headline, AlternativeHeadline, image,

description, datePublished, articleBody● Verify Google+ Authorship● Use rel=publisher tag to connect your Google+

brand page to your whole website● Add Schema.org/Organization mark-up so your

logo can appear as a source image for the article

Optimize In-Depth Articles.

More: Google - Appearing in the “In-deoth articles” feature

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3. Resources.

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Webmaster and SEO resources.

Visit Webmaster Tools:www.google.com/webmasters

Engage with SEO Community:www.moz.com

How to improve your organic SEO & beat the paid search results:

www.creativebloq.com

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4. Q&A.