b3 seminar: future proofing seo strategies - tim grice

Future Proofing SEO Strategies

Future Proofing SEO Strategies Tim Grice


Why?


Marketing


Every SEO campaign needs something to leverage.


SEO PR

Content

Social Promotions

Email

Offers


Let’s Talk Links….


Remove them

before we

remove you!


No Excuse, The Disavow Tool is Live!


And it works…..


Don’t get hung up on metrics…..


Don’t be afraid to remove links…..

But that link is on

a PR9 page!!


Anything outside of ‘editorial’ is just advertising….


You’ll Never Beat The Algorithm!


Build a Great Website

Tell People About It

Create Great Content


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


Branding


Wasted Opportunity…


No, algorithms aren’t perfect….

Really?

Unnatural Links


Don’t Chase Competitors’ Bad Links

They’ve Probably Disavowed Them…


Forget What, Think Why?


Continue to fight the algorithm? Panda

Unnatural Links

Penguin


Let’s Talk Content…..


Panda Issues • Low quality articles/news/blog

• Spinning/boilerplate content

• Rewrites and duplication

• Structural issues = more duplication


Some things to think about….. • Social shares validate content ?

• Authorship = Ownership ?

• Engagement = Bounce rates, time on site, pages viewed ?

• Links = authoritative ?


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


Reporting • Bounce rates

• Time on site

• Shares

• Traffic

• Conversions

• Links


An Integrated Approach


SEO’s need to be better…


What assets can we leverage?

SEO

Competitions

PR

Charity Work

Content

Products USP

Images

Videos

Data


Everybody has an opinion!


News Strategy

News Brainstorm Shortlist Target

Sites Launch Content

Use Quote Social Rewrite

Publish on Target Sites


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?


If it was for Branded3?


What about a much bigger audience?


Followerwonk – Finding Influencers


http://www.tweetarchivist.com

http://www.tweetarchivist.com/

http://www.tweetarchivist.com/


Outreach List


We can still use this…


Guest Post

Guest Post

Targeted Outreach

Guest Post

Targeted Outreach

Guest Post

Landing

Page


Justifying a Link • Relevant

• Great Metrics

• High Traffic

• Socially active

• Target Audience


It’s about SEO marketing not SEO manipulation.


We can apply the same principles to content


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


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


It’s about content persuasion not content manipulation.


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


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

• Shortcuts will be short lived

• SEO is about Marketing and Persuasion, NOT manipulation

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


Ask Why not What.


Questions [email protected]

@tim_grice

mailto:[email protected]


#B3Seminar @Branded_3

b3 seminar: future proofing seo strategies - tim grice

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