advanced seo strategies 2012 tfm&a tim grice
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Tim Grice shares tips and strategies for getting the most out of your SEO efforts in 2012.TRANSCRIPT
Advanced SEO Strategies 2012
Tim Grice
Head of Search, Branded3
High Value, Natural Link Signals• Why in Content?• Anchor Text Variation• ‘News’ Strategy• Freshness• Developing Natural Signals
In Content Links Work Better• More defendable• Less likely to be devalued• Compliment Outreach• More relevant
Anchor Text Variation• Old advice but still under used• Use ‘related searches’ + Google Suggest • Avoids filters and adds value
News StrategyRegular Content Updates
Agree on Commentary
Re-write Content
Incorporate Brand
Publish through news
sites
Push Story to Sourced Blogs
Syndication Spread Story
Through Social Media
Monitor Alerts for Link
Opportunities
Why it Works…• Mimic’s the natural spread of content around
the web• Creates a natural link spike• Brand signals work• A natural spread of authority
‘Fresh Rank’ • Google wants up to date content• A page can be deemed ‘fresh’ through
inbound links• Links placed in ‘crawled’ content have low
value
Freshness Test
Developing Natural Signals• Google improving link analysis• Anchor text variation and brand• Location of links• Authority spread of incoming links• Justify your links• Targeting ‘high’ metrics only, is a mistake
Protecting Your SiteVariation = Filter Protection
Anchor Text• Decide on 10 – 15 keywords per page• Use ‘Brand’ and ‘Noise’ signals• Use the Google Keyword tool/Suggest/Related
Searches• Helps understand the true SEO value of a
page
Variation in Action!
Link Types“It’s not all about metrics”
Paid Link Profile
Google Panda• Biggest Offences
> Internal duplicated content> Cross domain duplication> Pagination issues> Thin pages
• SEO teams need be involved in every site update
• Panda is not a link based algorithm
International SEO + hreflang• Google has issues with duplicated content
across international sites• Consolidate page signals using the language
tag• Canonical link same language sites back to
the master domain (.com, .ie, .co.uk, .ca etc…)
• All sites benefit from the authority of the canonical domain
Competitor Strategies6 Questions to ask:-
• What type of links are they? • What is the spread of authority?• Which countries do the come from?• Which sites do they publish content on?• At what rate are they building links?• What is their overall PR/Social Strategy?
The Links• Editorial links• Text links/Paid Links• Banner image links• Link Spam• Infographics / Social Links• Bookmarking & Forums
Always pick the better links to copy, these are the ones with the most longevity
Open Site Explorer
Authority Spread
Majestic SEO• How aggressive are competitors?• Can you overtake them?
Infographics• Use Image Search to find linking sites
Social Link Strategy• What news are they syndicating?• What link bait ideas worked & who linked to
them?• Where do they guest blog?
Search Metrics• What content works best?
ROI + SEO• Much more difficult than Paid Search• Rarely develop ROI on a keyword basis• You need to understand where your biggest
opportunities are• Best to measure ROI on a page basis
Cumulative SEO Benefit• Decide on target keywords per page• Estimate cumulative traffic• Use average conversion data to estimate
value• Expect to wait 12 months to break even
Opportunity Analysis
Opportunity
Conversion Rate
Potential
Traffic
Ranking
Opportunity Analysis• Look for relevant keywords ranking between
12 – 20 • Estimate potential traffic• Factor in average conversion rate• Quickest avenue to ROI• Can use multiple API’s to automatically
process
Attack + Defend Strategy• High value keywords need maintaining • Attack terms can be moved into defence once
rankings achieved• Less effort needed to defend keywords• Allows you to target more terms without
increasing budgets
Learning More• Read SEOwizz.net & Blogstorm.co.uk
• Email [email protected] for free SEO advice or connect on Twitter @tim_grice
• Visit our website http://www.branded3.com/