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The importance of authenticityStefan Hull, Propellernet
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Authenticity...
Refers to the truthfulness of origins, attributions, sincerity, devotion and intentions.
Source: Wikipedia
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Why we need to ‘keep it real’
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Now and in the future
What are the links that will stand the test of time? It is an editorial link by someone that’s informed... they are not tricked; there is no bait and switch involved.Source: Matt Cutts (Google) (2008)
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And the bigger picture
We expect online… marketing campaigns to be transparent so consumers can clearly tell when blogs [and] posts... have been published in return for payment or payment in kind
Heather Clayton (Senior Director – OFT)
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Authentication...
The act of establishing or confirming something as authentic, that is, that claims made by or about the subject are true
Source: Wikipedia
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Authentication is aboutunderstanding Google
Structure
ContentAuthorit
y
AcquireCapitalis
eTransfor
m
Configure
CreateCultivat
e
WhatGooglevalues
Delivering these results
What needs doing
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Authenticity is aboutunderstanding customers
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?Structure
?Content
?Authority
Booke.g. hotel names
Running shoes
Search Groups
?
?
?
Cheap running shoes
Size 9 running shoes
Running shoes for flat feet
?
?
?
Best running shoes for women
Best running shoes for shin
splints
?
?
?
Asics GT2160 running shoes
Awarenesse.g. broad generics
Researche.g. cheap, size,location, material
Evaluatee.g. best, cheapest
Commite.g. product and/or brand
And what motivates them
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It’s about influence
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levering great content
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Making it real
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Delivering authority
Running shoesCheap running
shoesMens running
shoes On-page SEOPPC
Search personas:Entry level
IntermediateHardcore
Target media: National
Features – “Running in
Winter”, “Running for Beginners” etc.
Product Placement – “Best
Kit for Winter”Badge scheme –
Official kit reviewer
On-page copyVideo – A guide to choosing running
shoes
Title tagsInternal links
Refine optionsPPC campaign
restructure
Configure Create Cultivate
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Using content
• Traffic to the video advice page has increased by nearly 60%
• Revenue has increased by nearly 80% over the same comparison period
• The conversion rate has tripled to more than 9%
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That delivers authority
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Through key influencers
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Using push and pull tactics
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To deliver success
• #1 for ‘running shoes’ in Google
• #1 and #2 for ‘cheap running shoes’
• #1 for ‘running shoes advice’
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In summary
• Is your search strategy authentic?
• Will Google authenticate you as a genuine authority?
• Is your authenticity based on an understanding of what motivates your customers?