b3 seminar: engagement: the new ranking factor - tim grice

Engagement: The New Ranking Factor

Tim Grice – Director of Search

Branding

Citations

Social

Authority

Engagement

Anchor Text

Keywords

Links Ranking Signals

Branding Engagement

Ranking Signals

SEO Task List

Find relevant keywords

Add keywords to content

Build links (From anywhere)

Anchor text

£ Traffic You have to

Engage

YOUR SITE

Engage

“There is no shortcut to success.”

…return to Search

Anyone Remember Panda?

Low quality content

Unclear or no call to actions

Poor navigation

Does your content serve the user

…they leave

Where do we

Start?

Identify Poor Performance

Cross Reference with Keyword Data

Most Panda issues can be solved through better Engagement

How do we increase

Engagement?

What’s your goal?

Genuinely aim to add value

Be generous (What’s in it for them?)

Be interested, not interesting

Know your story before trying to know theirs.

Revolutionary study: We prove that tweets actually do affect rankings

Programatically assigning a Customer Group in Magento

Should you spend time on link removals

Our outstanding reputation means that over 80% of our business is inbound

Google Analytics

Social Listening

Market Research

Customer Feedback

Focus Groups

Who are you trying to Engage?

Blogs

Site Search

Competitors

Market Research

Forums

Social Sites

Reviews

Keywords

Audience Reporting

Consumer Surveys

A story you have experienced comes

Alive!

Data + Emotion = Engagement

Relevant

User Experience

Fast

Comprehensive

want

What

Content Strategy Manual Action/Panda

Manual Action Revoked

Content Strategy

No Link Building

Put your best content in front of people.

Rankings without Links

20% Bounce Reduction

200% Time on Page

If you have enough links to be in the top 5 you have enough to be at the top.

What about

Branding Popularity?

Your website has to be popular

60,500

22,200

14,800

12,100 33,100

14,800

All things being equal, branding wins…

Useful

Entertaining

News Worthy

Insightful

Provoke Engagement

Audience Led

Creative

TV

Outreach

PR

Display

Social

Paid Search

Creative

Apps

You’ll always rank position ‘1’ for brand search

2014 – The year of building better websites.

“I’ve always believed that if you put in the work, the results will come”

Tim.grice@branded3.com

@Tim_Grice

Thank You!