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

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

Comment Spam

Content

Spinning

Fake Review

Forum Profiles

Blog Networks

Text Link Ads

Article Marketin

If this is your strategy, YES!

The Right Strategy

SEO Strate

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

Media Relations

Blog Outreach

Keywords

Technical SEO

Social Media

Crisis Comms

Reputation Management

Internal Comms

SEO Training

Public Affairs

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

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

tim.grice@branded3.comhttp://www.branded3.com/http://www.seowizz.net/@tim_grice

Questions?

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

Education

digital pr e seo (1° parte)

brighton seo: breaking seo out of silos with pr &marketing

seo for-pr-guide

pr and seo tips from sascon | online pr | | seo pr | digital...

integrating pr and social media tactics

1 seo pr l referencement naturel

integrating seo into the wider marketing mix

integrating seo & ppc

10 seo tips for communications & pr

digital pr e seo (2° parte)

prmoment seo and online pr

smc panel: integrating social media marketing & seo

seo, pr and our ever changing world

seo/social media & other pr 101

how to integrate pr into seo strategy

pr news seo webinar with jen grant

seo and pr - prsa spring conference

brighton seo 2013 by lexi mills - 7...

a guide to seo for pr

seo & pr