B3 Seminar: Future Proofing SEO Strategies - Tim Grice
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Transcript of B3 Seminar: Future Proofing SEO Strategies - Tim Grice
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Future Proofing SEO Strategies
Future Proofing SEO Strategies Tim Grice
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Future Proofing SEO Strategies
Why?
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Future Proofing SEO Strategies
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Future Proofing SEO Strategies
Marketing
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Future Proofing SEO Strategies
Every SEO campaign needs something to leverage.
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Future Proofing SEO Strategies
SEO PR
Content
Social Promotions
Offers
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Future Proofing SEO Strategies
Let’s Talk Links….
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Future Proofing SEO Strategies
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Future Proofing SEO Strategies
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Future Proofing SEO Strategies
Remove them
before we
remove you!
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Future Proofing SEO Strategies
No Excuse, The Disavow Tool is Live!
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Future Proofing SEO Strategies
And it works…..
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Future Proofing SEO Strategies
Don’t get hung up on metrics…..
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Future Proofing SEO Strategies
Don’t be afraid to remove links…..
But that link is on
a PR9 page!!
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Future Proofing SEO Strategies
Anything outside of ‘editorial’ is just advertising….
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Future Proofing SEO Strategies
You’ll Never Beat The Algorithm!
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Future Proofing SEO Strategies
Build a Great Website
Tell People About It
Create Great Content
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Future Proofing SEO Strategies
Don’t chase the algorithm, work on what’s real….
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Future Proofing SEO Strategies
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Future Proofing SEO Strategies
Branding
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Future Proofing SEO Strategies
Wasted Opportunity…
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Future Proofing SEO Strategies
No, algorithms aren’t perfect….
Really?
Unnatural Links
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Future Proofing SEO Strategies
Don’t Chase Competitors’ Bad Links
They’ve Probably Disavowed Them…
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Future Proofing SEO Strategies
Forget What, Think Why?
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Future Proofing SEO Strategies
Continue to fight the algorithm? Panda
Unnatural Links
Penguin
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Future Proofing SEO Strategies
Let’s Talk Content…..
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Future Proofing SEO Strategies
Panda Issues • Low quality articles/news/blog
• Spinning/boilerplate content
• Rewrites and duplication
• Structural issues = more duplication
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Future Proofing SEO Strategies
Some things to think about….. • Social shares validate content ?
• Authorship = Ownership ?
• Engagement = Bounce rates, time on site, pages viewed ?
• Links = authoritative ?
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Future Proofing SEO Strategies
If a piece of content doesn’t warrant a share, it probably doesn’t warrant a link….
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Future Proofing SEO Strategies
Reporting • Bounce rates
• Time on site
• Shares
• Traffic
• Conversions
• Links
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Future Proofing SEO Strategies
An Integrated Approach
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Future Proofing SEO Strategies
SEO’s need to be better…
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Future Proofing SEO Strategies
What assets can we leverage?
SEO
Competitions
PR
Charity Work
Content
Products USP
Images
Videos
Data
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Future Proofing SEO Strategies
Everybody has an opinion!
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Future Proofing SEO Strategies
News Strategy
News Brainstorm Shortlist Target
Sites Launch Content
Use Quote Social Rewrite
Publish on Target Sites
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Future Proofing SEO Strategies
Targeted Outreach? • We spend so much time looking for link targets
• Content is placed on any relevant website
• Who is going to read it?
• Who is going to share it?
• Are we putting our content in front of the right people?
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Future Proofing SEO Strategies
If it was for Branded3?
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Future Proofing SEO Strategies
What about a much bigger audience?
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Future Proofing SEO Strategies
Followerwonk – Finding Influencers
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Future Proofing SEO Strategies
http://www.tweetarchivist.com
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Future Proofing SEO Strategies
Outreach List
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Future Proofing SEO Strategies
We can still use this…
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Future Proofing SEO Strategies
Guest Post
Guest Post
Targeted Outreach
Guest Post
Targeted Outreach
Guest Post
Landing
Page
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Future Proofing SEO Strategies
Justifying a Link • Relevant
• Great Metrics
• High Traffic
• Socially active
• Target Audience
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Future Proofing SEO Strategies
It’s about SEO marketing not SEO manipulation.
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Future Proofing SEO Strategies
We can apply the same principles to content
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Future Proofing SEO Strategies
This is useful, but it’s not a content roadmap
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Future Proofing SEO Strategies
It’s not just about keywords….
Awareness Interest Consideration Purchase Retention Advocacy
• Blog
Posts
• News
• Demos
• Videos
• Imagery
• Benefits
• Compare
• Features
• Locators
• Geo
pages
• Blog
Posts
• News
• Video
• Emails
• Newsletters
• Fan pages
• Giveaways
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Future Proofing SEO Strategies
It’s about content persuasion not content manipulation.
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Future Proofing SEO Strategies
Every piece of content can be used to justify/earn links!
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Future Proofing SEO Strategies
Summary • The industry needs to mature and stop fighting the algorithm
• Shortcuts will be short lived
• SEO is about Marketing and Persuasion, NOT manipulation
• You develop relationships with industry influencers… or become one!
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Future Proofing SEO Strategies
Ask Why not What.
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Future Proofing SEO Strategies
#B3Seminar @Branded_3