Digital Futures: The Latest Advanced SEO & Link Strategies - Patrick Altoft

Click here to load reader

  • date post

    08-May-2015
  • Category

    Business

  • view

    819
  • download

    0

Embed Size (px)

description

This session will focus on the newest aspects of SEO which are either driving results now or are going to help future-proof your SEO strategy.

Transcript of Digital Futures: The Latest Advanced SEO & Link Strategies - Patrick Altoft

  • 1.The Latest Advanced SEO & Link StrategiesThe Latest Advanced SEO& Link Strategiesby Patrick Altoft

2. The Latest Advanced SEO & Link StrategiesWhat Im talking about The importance of making your content strategy & content marketing integral toyour normal day to day business, PR and comms strategy Making users love you How great sites are winning the SEO race How to make your site great Being memorable Content strategy Getting social Links 3. The Latest Advanced SEO & Link StrategiesDoing Real StuffWould you do this if it didnt helpwith SEO?When you release a new page orpiece of content would your MD orPR department tweet about it?If not then you probably shouldntbe doing it 4. The Latest Advanced SEO & Link StrategiesReal Company Stuffhttp://b3.io/10ZXMjy 5. The Latest Advanced SEO & Link StrategiesWhat Google WantsThe goal of many of our ranking changes is to help searchers find sites that provide a greatuser experience and fulfil their information needs.Matt CuttsOur strategy therefore is to create a better search result for our clients than theircompetitors.This can be split into two simple to understand factors: Creating more authority & being a better/more reputable company Making better landing pages, specifically your primary pages 6. The Latest Advanced SEO & Link StrategiesAchieving ThisThe tactics to achieve this are a mixture of links, content strategy, onsite optimisation &usability.Its important to remember that while the tactics might change the strategy has notchanged in nearly 15 years.As an SEO agency we focus on making our clients websites a better destination forsearchers than their competitors.If Google thinks that our clients site is more useful and will give a better experience forusers then the site will probably rank higher. 7. The Latest Advanced SEO & Link StrategiesAuthorityGoogle measures authority using offsite factors, for example: Links Press coverage Social media mentions Traffic Search volumeAll things being equal a searcher prefers to visit a well known authority brand than anunknown website with the same content.Turning yourself into an authority and building your brand by becoming an expert is thebest possible way to improve SEO 8. The Latest Advanced SEO & Link StrategiesCompetitor AnalysisCompetitor analysis hasbecome pretty muchuseless in the last 12months.Most of your competitorslinks probably look terribleMaybe they disavowedthem? 9. The Latest Advanced SEO & Link StrategiesCompetingIf you dont have a better site, dont expect to rank higher. Build linkspeople cant replicate rather than just copying competitorshttp://www.rosshudgens.com/authority-bloat/ 10. The Latest Advanced SEO & Link StrategiesDo people love you?Its unquantifiable, tough to explain to clients & impossibleto make a business case for but love is slowly & steadilybecoming part of the Google algorithmGoogle can tell whether people love your website & isrewarding the most loved websites with higher rankings.Panda downgraded sites that people didnt love whywouldnt Google reward sites that people do love? 11. The Latest Advanced SEO & Link StrategiesHow can Google understand love?Hundreds of user engagementsignals are analysed and fed intoan artificial intelligence algorithmThe algorithm learns how todetect whether users love a siteor not (probably with the help ofseed sites)Remember, Chrome has 33%market share & Analytics is inuse on over 10m websites 12. The Latest Advanced SEO & Link StrategiesHow artificial intelligenceshapes the algorithm New algorithm Based on what we know about sites that are loved, do we think that people love your site? Old Algorithm Lets score you on various trust signals & see how you perform 13. The Latest Advanced SEO & Link StrategiesPoor quality sites just dont perform as wellHistorically a mediocre company with a below average site could implement anaggressive link strategy based on mediocre links and generate top rankings.Now Google actively penalises for bad links rather than just devaluing them 14. The Latest Advanced SEO & Link StrategiesGreat sites are winning in 2012 & 2013 Doing SEO for a great site is 10x easier than doing SEO for a mediocre site For most companies this is the difference between success and failure in an SEO campaign?Panda 15. The Latest Advanced SEO & Link StrategiesPeople love John Lewis 16. The Latest Advanced SEO & Link StrategiesPeople love Very.co.uk 17. The Latest Advanced SEO & Link StrategiesPeople love Currys* 18. The Latest Advanced SEO & Link StrategiesWhat can I do? Want to know how Google sees your site? Just askyour visitors. Every site should be permanently asking forfeedback from different groups of people Adopt a mantra of continual improvement & usesurvey scores as a KPI http://qualaroo.com 19. The Latest Advanced SEO & Link StrategiesContent StrategyOur Data Insights team analysed visits across one of the UKs largestretail ecommerce websites and found that users who engaged with apiece of content such as an article, forum thread or video on the sitebefore reaching a product or category page were 5 times more valuablethan users who arrived directly on a product or category page.Users who engage with quality content place more trust in the brand soconvert at a higher rate, purchase more products and have a greatertendency to make repeat purchasesIncreasing brand trust, improving conversion rates and encouraginglarger sale values are all vital elements of any digital marketing campaign 20. The Latest Advanced SEO & Link StrategiesAttribution modellingAdding attribution modelling into the mix demonstrates even further why a strongcontent strategy is so important on average non-brand organic SEO is 40% morevaluable than a traditional last click wins methodology would show.Content strategy increases assisted conversions 21. The Latest Advanced SEO & Link StrategiesContent makes your site memorableOur research shows that 40% of ecommerce transactions are carried out24 hours or more after users first visit the website 22. The Latest Advanced SEO & Link StrategiesBeing memorableOnly 40% of revenue is attributable to users who buy on the first visit most of yourcustomers will need to remember you and find you a second time 23. The Latest Advanced SEO & Link StrategiesContent Strategy Framework Content AuditInformativeUser GeneratedContent RoadmapShareable ContentSite StructureDocumentContent Content Document Typography Brainstorming Research Q&A on Reviews Where does content Monthly or weekly Readability Competitor Analysis Yahoo Answers, implementation,need to go (blog orcontent plan Spelling/grammar Examples &Quora, Facebook, incentivisation etcQ&A etc) Special events & Shareabilityscreenshots fromTwitter Q&A section or Q&A How should the calendarcompetitors Search for questions on product pages etc sections be Blog calendar Keyword usein Analytics data & Forums, blog structured PR calendar Copyscape report onkeyword tool datacomments, guest Design & UIstolen content Gap Analysis ofblog posts, in-depth Interlinking between Social media sharescurrent contentcontent reviewssections Examples & Examples & Examples &screenshots from screenshots from screenshots fromcompetitors etccompetitors etccompetitors 24. The Latest Advanced SEO & Link StrategiesPeople are already doing this 25. The Latest Advanced SEO & Link StrategiesReviewsIf you dont have a userreview strategy why not? 26. The Latest Advanced SEO & Link StrategiesQuestions & AnswersWhy wouldnt you do this? 27. The Latest Advanced SEO & Link StrategiesExternal Reviews Build users trust Improve conversion rates Increase basket size Improve Quality Score for PPCWhy wouldnt you do this? 28. The Latest Advanced SEO & Link StrategiesUsabilityHow many sites are hard touse on a mobile device oriPad?Whats your conversion rateon Safari?Our data for 30m UK users inAugust puts Safari at over 30%market share with most visitscoming from iPad and iPhoneuse Safari is the mostpopular browser on lots ofecommerce sites 29. The Latest Advanced SEO & Link StrategiesUsability & Conversion Rates 30. The Latest Advanced SEO & Link StrategiesThis sounds hard, can we ignore SEO?For an established business the new rules of SEO are a tough sellbecause businesses need information about ROI to sign off projectsand struggle to implement new ways of workingMaybe you can just ignore SEO? 31. The Latest Advanced SEO & Link StrategiesThe new rules of The InternetLook at it another way - Google is just mirroring real life and ranking sites that userswant to see. If people dont like your site this will impact everything you do online.If you dont focus on making users love you then how will you get traffic? PPC Google will bring these factors into the Quality Score algorithm sooner or later Direct if users dont love you will they still visit your site directly? Social media unloved sites never succeed in social media Affiliates can you afford to pay commission for all your sales/leads? Conversions users convert better if they love the site 32. The Latest Advanced SEO & Link StrategiesIts not about growthLook at all the brands who have lost huge amounts of revenue due toPanda, Penguin and unnatural links.SEO is no longer just about growth.For some businesses SEO is just about forward thinking to protect marketshare and make sure the next major update doesnt ruin your business. 33. The Latest Advanced SEO & Link StrategiesThis is your Kodak momentKodak invented the digital camera in 1975 and werewell aware in 1981 that digital was the futureThey just didnt do anything about it 34. The Latest Advanced SEO & Link StrategiesHow artificial intelligenceshapes the algorithm New algorithm Based on what we know about sites that are loved, do we think that