engagement and branding as ranking signals - seo - brightonseo 2014 april

Engagement & Branding as Ranking Signals

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

…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?

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

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 Lead

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.

Tim.grice@branded3.com

@Tim_Grice

Thank You!