future proofing seo
DESCRIPTION
Tim Grice talks about future proofing your SEO strategy to prevent being penalised by one of Google's frequent algorithms. SEO has to be an integrated part of the marketing campaign and not in a silo.TRANSCRIPT
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!
