b3 seminar: engagement: the new ranking factor - tim grice
DESCRIPTION
Keywords and links have been the focus of SEO campaigns for over a decade; however, we are beginning to see evidence of another signal, a signal that is genuinely challenging the dominance of link driven authority. This session will take a look at how we use engagement to create massive growth through our SEO channel.TRANSCRIPT
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”
