digital futures: the importance of an integrated seo strategy - tim grice
Post on 08-May-2015
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Importance of an Integrated SEO Strategy
Importance of an Integrated SEO
StrategyTim Grice
Importance of an Integrated SEO Strategy
What do we mean integrated?
Importance of an Integrated SEO Strategy
USP
Target Audience
Market Trends
Marketing Strategy
User Journey
Key Influences
SEO should be integrated with a much wider strategy
Importance of an Integrated SEO Strategy
Why?
Importance of an Integrated SEO Strategy
Ouch!!!Panda
Unnatural Links
Penguin
Importance of an Integrated SEO Strategy200 Directory Submissions for $50
£300 premium SEO Package
£49.99 a month, no contract!
Submit articles to 1000 SEO Friendly Directories
Blogging Services, 50 Articles for $100
Importance of an Integrated SEO Strategy
You can recoverWrite unique, useful content
Remove toxic links
Add a disavow file
Send reconsideration
There is a difference between a manual penalty and an algorithmic penalty.
Importance of an Integrated SEO Strategy
Google Mean Business
Matt Cutts
Analyst
Evaluators x 12
Analyst
Evaluators x 12
Analyst
Evaluators x 12
Importance of an Integrated SEO Strategy
Things to remember….
You will need to combine link tools to get a large enough sample
WMT is not going to give you all the links you need
Google will manually review your links after reconsideration
You will only recover when the majority of links are removed or in the disavow tool
Importance of an Integrated SEO Strategy
SEO Marketing not Manipulation
Importance of an Integrated SEO Strategy
This Doesn’t Mean SEO is Dead
Importance of an Integrated SEO Strategy
It means integration…
Outreach
PR
Social
Content
Data
Links
Shares
Mentions
Importance of an Integrated SEO Strategy
Everybody has an opinion!
Importance of an Integrated SEO Strategy
News Strategy
News Brainstorm Shortlist Target Sites Launch Content
Use QuoteSocialRewrite
Publish on Target Sites
Importance of an Integrated SEO Strategy
The more informed SEO is, the better the results will be.
Importance of an Integrated SEO Strategy
Link Building
Importance of an Integrated SEO Strategy
404 hijacking
Site Command
Scrape Search Results
Link Extraction
404 Checking
Opportunity Analysis
Importance of an Integrated SEO Strategy
Finding Links
http://www.iwebtool.com/link_extractor
Importance of an Integrated SEO Strategy
Checking 404’s
http://www.virante.org/seo-tools/live-headers
Importance of an Integrated SEO Strategy
Opportunity Analysis
http://www.majesticseo.com/reports/bulk-backlink-checker
Importance of an Integrated SEO Strategy
If you don’t have the content, create it!
Importance of an Integrated SEO Strategy
What about building links that might actually get clicked on??
Importance of an Integrated SEO Strategy
Who is your target audience?
Publish something useful and tell them!
Importance of an Integrated SEO Strategy
3 Links
366 Relevant Visitors
117 Comments
41 linking route domains
Importance of an Integrated SEO Strategy
Nobody is interested in my content?
Importance of an Integrated SEO Strategy
Importance of an Integrated SEO Strategy
Mentions 20 link opportunities in 5 minutes!
Importance of an Integrated SEO Strategy
But don’t stop there…Who is sharing your mentions?
Who is commenting on your mentions?
Who is linking to your mention?
This is likely to be your target audience, whether for links, shares or sales.
Importance of an Integrated SEO Strategy
Targeted Outreach?We spend so much time looking for link targets
Content is placed on any relevant website
Who is going to read it?
Who is going to share it?
Are we putting our content in front of the right people?
Importance of an Integrated SEO Strategy
If it was for Branded3?
Importance of an Integrated SEO Strategy
Importance of an Integrated SEO Strategy
What about a much bigger audience?
Importance of an Integrated SEO Strategy
Followerwonk – Finding Influencers
Importance of an Integrated SEO Strategy
http://www.tweetarchivist.com
Importance of an Integrated SEO Strategy
Outreach List
Importance of an Integrated SEO Strategy
Justifying a LinkRelevant
Great Metrics
High Traffic
Socially active
Target Audience
Importance of an Integrated SEO Strategy
We can apply the same principles to content
Importance of an Integrated SEO Strategy
This is useful, but it’s not a content roadmap
Importance of an Integrated SEO Strategy
It’s not just about keywords….
Awareness Interest Consideration Purchase Retention Advocacy
• Blog Posts
• News
• Demos• Videos• Imager
y
• Benefits• Compare• Features
• Locators
• Geo pages
• Blog Posts
• News• Video
• Emails• Newsletters• Fan pages• Giveaways
Importance of an Integrated SEO Strategy
Every piece of content can be used to justify/earn links!
Importance of an Integrated SEO Strategy
Don’t Chase Competitors’ Bad Links
They’ve Probably Disavowed Them…
Importance of an Integrated SEO Strategy
The right influencers make good content, great!
Importance of an Integrated SEO Strategy
Influence in action!
Importance of an Integrated SEO Strategy
261 Tweets
58 Facebook Shares
81 +1’s
181 Comments
51 Linking Domains
Importance of an Integrated SEO Strategy
Don’t chase the algorithm, work on what’s real….
Importance of an Integrated SEO Strategy
Links = Page 1
But
Engagement = Position 1
Importance of an Integrated SEO Strategy
CTR&
RTS Algo?
Importance of an Integrated SEO Strategy
SummaryThere is no silver bullet, if you have no assets, you have no SEO strategy
Link building is not dead, just different
Consider key objectives in all activity
Finding and engaging influences is key
If you already rank well, links are most likely not the difference
Importance of an Integrated SEO Strategy
Questions?
tim.grice@branded3.com@tim_grice
Importance of an Integrated SEO Strategy
#B3Seminars@Branded_3
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