advanced seo strategies - integrating pr and social with your seo strategy

Advanced SEO Strategies

Advanced SEO Strategies Integrating SEO with PR & Social Media


SEO Turbulence


Unnatural Links

1

2


Penguin• The Over Optimisation Algorithm• 3% of queries affected• Aggressive anchor text• Unnatural link patterns/signals• Aggressive on page tactics

• Keyword stuffing • Hidden text• Manipulative redirects• Cloaking• Manipulative Content


Combating Unnatural Links• Look for low quality follow links in your profile that pass weight

and/or anchor text

• Unnatural Links 1 – All links to be removed and reconsideration to be sent via Webmaster Tools

• Unnatural Links 2 – Identify spam links, remove, apply reconsideration only if you have seen negative impact


Link Classification


Is this link manipulative?


Unnatural Links Hit

• Rankings relying on low quality links will all drop• Most severe penalties hit with the first batch of messages• Removing links + Reconsideration is the only way to recover


SEO Changed• Low quality content is actively being penalised• Unnatural links are been devalued and causing penalties• Anchor text manipulation is being actively penalised

Google are getting better at detecting quality and removing spam


Google Webmaster Hangouts

https://sites.google.com/site/webmasterhelpforum/en/office-hours


Is SEO Dead?


SEO Strateg

y

Comment Spam

Content

Spinning

Fake Review

s

Forum Profiles

Blog Networks

Text Link Ads

Article Marketin

g

If this is your strategy, YES!


The Right Strategy


SEO Strate

gy

Locations OptimisationOutreach

Content Strategy

Authorship

Technical SEO

Google +

Editorial Link BuildingSocial

Image Optimisation

Blogging

Schema

Video Optimisation


Your Strategy Has To Change!


Crafting the Perfect Link profile


Brand Anchor Text


Variation


Domain Authority Spread


Natural Profile


Link strategyThe only way to future-proof your link strategy is to make links a natural by-product of your normal marketing strategy

As you might expect, this isn’t easy. How many links does your marketing strategy deliver every month at the moment?

If you sit back and wait for links to arrive you won’t get enough to rank


Relationships

Client PR Strategy

Corporate Comms

Media Relations

Blog Outreach

Social MediaCrisis Comms

Internal Comms

Public Affairs

Agency SEO

Strategy

Linkbuilding

Keyword Research

Other SEO projects

Onsite Optimisation

Client does some great stuff over here

Most agency/client link building relationships work like this

Agency does some other stuff over there


It should work something like this

Marketing

Corporate Comms

Links

Media Relations

Links

Blog Outreach

Links

SEO

Keywords

Technical SEO

Social Media

Links

Crisis Comms

Links

Reputation Management

Internal Comms

SEO Training

Public Affairs

Links

Every marketing task can be performed by the client or the agency – usually an agile agency will fill the gaps where the client doesn’t have in-house resource


Outreach


Breaking Down A NicheExample – Film and movie bloggers:

• Film news• Independent film• Horror• Action• Film reviews• Film making

A single generic approach simply wont cut it across all of these niches, we need to tailor our outreach to each mini-niche


Open Site Explorer


SearchMetrics

These are the top, socially visible posts

Great indication as to the content that the niche wants


Link Building Strategies


Link Wheel… With a Twist

Authority Publisher

Guest post

Guest post

Guest Post

Guest Post

Guest Post

Target Website


Advertorials


Leveraging Links• Interviews

• Images

• Translation

• Commentary

• Giveaways

• Flattery

• Sharing


Examples• Bingo – Mummy Blogger Awards

• Trailers from Cinema Chain

• Expert opinion – financial spread betting

• Data trends from diamond retailer

• Backup Plugin for Wordpress


Our news strategy

Base content around current events

Comment and react to industry changes and news

Incorporate your social activities into you content


Doesn’t matter if links are paid, it matters how they

appear.


Editorial Discretion

“I would draw a little bit of daylight between paid directories that exercise no editorial discretion and those

like Yahoo, who have a high editorial threshold.” Matt Cutts - Feb 2012

We need to be focusing on building links that very few people can get, links that clearly show editorial discretion has taken place.


Sharing Links• Good content always gets more shares than links

• Social shares should be built at the same time as creating links

• Links acquired should be shared

If a piece of content doesn’t warrant a share, it doesn’t warrant a link


Tweeting


Recommended Tools


Summary• Bad links have to be removed• A natural link profile should be crafted • Link building should be a bi-product of wider marketing activity• Links acquired should have editorial value• Find something to leverage• Invest in the right tools


[email protected]://www.branded3.com/http://www.seowizz.net/@tim_grice

Questions?

mailto:[email protected]

mailto:[email protected]

http://www.branded3.com/

http://bivvyseo.com/

advanced seo strategies - integrating pr and social with your seo strategy

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