the importance of authenticity - stefan hull - #brightonseo
DESCRIPTION
Originally presented at http://www.brightonseo.com Google can spot the difference between sites using tired, old tricks to simulate relevance and brands which are genuinely relevant to searchers.Successful, relevant brands need to understand how travellers and shoppers navigate the web to research, shortlist, compare and make purchases. And what influences them as they make those journeys. Propellernet calls it Authentic Search™ and it delivers genuine brand authority and superb results.TRANSCRIPT
The importance of authenticityStefan Hull, Propellernet
Authenticity...
Refers to the truthfulness of origins, attributions, sincerity, devotion and intentions.
Source: Wikipedia
Why we need to ‘keep it real’
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)
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)
Authentication...
The act of establishing or confirming something as authentic, that is, that claims made by or about the subject are true
Source: Wikipedia
Authentication is aboutunderstanding Google
Structure
ContentAuthorit
y
AcquireCapitalis
eTransfor
m
Configure
CreateCultivat
e
WhatGooglevalues
Delivering these results
What needs doing
Authenticity is aboutunderstanding customers
?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
It’s about influence
levering great content
Making it real
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
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%
That delivers authority
Through key influencers
Using push and pull tactics
To deliver success
• #1 for ‘running shoes’ in Google
• #1 and #2 for ‘cheap running shoes’
• #1 for ‘running shoes advice’
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?