future proofing seo

Future Proofing SEO

Future Proofing SEO Tim Grice

Future Proofing SEO

Why?

Future Proofing SEO

Future Proofing SEO

Panda

Future Proofing SEO

Future Proofing SEO

Link Exchanges

Article Marketing

Directory Submissions

Content Syndication

Text LinksBlog Networks

Comment Spam

Forum Profiles

Future Proofing SEO

Advertorials

Future Proofing SEO

SEO has changed…..For those who cut corners

Future Proofing SEO

You’ll Never Beat The

Algorithm!

Future Proofing SEO

Continue to fight the algorithm?

Panda

Unnatural Links

Penguin

Future Proofing SEO

The Disavow Tool is Live!

Future Proofing SEO

And it works…..

Future Proofing SEO

Remove them before we remove you!

Future Proofing SEO

Simple Strategy• Have the best landing pages

• Have a ‘real’ reason for people to link to you

• Make sure people do link to you

Future Proofing SEO

Page Quality

Future Proofing SEO

LoveHundreds of user engagement signals are analysed and fed into an artificial intelligence algorithm

The algorithm learns how to detect whether users love a site or not (probably with the help of seed sites)

Remember, Chrome has 33% market share & Analytics is in use on over 10m websites

Future Proofing SEO

BBCRanks higher than the Met Office

Lots of ‘engaging’ content

Easy to use and navigate

Future Proofing SEO

Rankings won’t be future proofed unless you have the best page

Future Proofing SEO

Real Assets

Future Proofing SEO

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

link….

Future Proofing SEO

Doing Real StuffWould you do this if it didn’t help with SEO?

When you release a new page or piece of content would your MD or PR department tweet about it?

If not then you probably shouldn’t be doing it

Future Proofing SEO

What assets can we leverage?

SEO

Competitions

PR

Charity Work

Content

ProductsUSP

Images

Videos

Data

Future Proofing SEO

Everybody has an opinion!

Future Proofing SEO

News Strategy

News Brainstorm Shortlist Target Sites Launch Content

Use QuoteSocialRewrite

Publish on Target Sites

Future Proofing SEO

An Integrated Outreach Approach

Integrated Outreach

Data Insight

PR

Marketing Campaign

sSignificant Events

Social Media

Industry News

External

Future Proofing SEO

SponsorshipsLadbrokes’ sponsorship of the 2013 World Darts Championships by working with high profile websites such as Londonist to host ticket giveaways.

As well as creating high quality links this also generated lots of social noise with the total social reach of the campaign over 377,365 people.

Future Proofing SEO

Mixing Offline with Online

Future Proofing SEO

How It Works For Vue CinemasConstant communication and a weekly update with PR and Social agencies for Vue results in top quality content and links from trusted established resources which are relevant to their target audience.

Radio Times78 retweets179 Facebook interactions*Link from high authority siteDomain Authority: 74

Future Proofing SEO

Don’t chase the algorithm, work on what’s real….

Future Proofing SEO

Make Sure People Link to

You(aka outreach)

Future Proofing SEO

Don’t Chase Competitors’ Bad Links

They’ve Probably Disavowed Them…

Future Proofing SEO

Think About the FutureGoogle has a history of devaluing every type of link that was created for SEO purposes

• Directory links• Press release syndication• Article syndication• Blatant paid links• Wordpress theme links• And many more

Unless the links you build are part of your overall marketing & communications strategy they will only work for a limited amount of time

Future Proofing SEO

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?

Future Proofing SEO

If it was for Branded3?

Future Proofing SEO

What about a much bigger audience?

Future Proofing SEO

Followerwonk – Finding Influencers

Future Proofing SEO

http://www.tweetarchivist.com

Future Proofing SEO

Outreach List

Future Proofing SEO

We can still use this…

Future Proofing SEO

Justifying a Link• Relevant

• Great Metrics

• High Traffic

• Socially active

• Target Audience

Would your PR/Marketing Director sign off a piece of content/link?

Future Proofing SEO

We can apply the same principles to content

Future Proofing SEO

This is useful, but it’s not a content roadmap

Future Proofing SEO

It’s not just about keywords….

Awareness Interest Consideration Purchase Retention Advocacy

• Blog Posts

• News

• Demos• Videos• Imagery

• Benefits• Compare• Features

• Locators• Geo

pages

• Blog Posts

• News• Video

• Emails• Newsletters• Fan pages• Giveaways

Future Proofing SEO

Every piece of content can be used to justify/earn links!

Future Proofing SEO

It’s about SEO marketing not SEO manipulation.

Future Proofing SEO

Summary• The industry needs to mature and stop fighting the algorithm

• Shortcuts will be short lived

• SEO is about Marketing, NOT manipulation

• You develop relationships with industry influencers… or become one!

Future Proofing SEO

Questionstim.grice@branded3.com@tim_grice