B3 Seminar: Engagement: The new ranking factor - Tim Grice

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Keywords and links have been the focus of SEO campaigns for over a decade; however, we are beginning to see evidence of another signal, a signal that is genuinely challenging the dominance of link …

Keywords and links have been the focus of SEO campaigns for over a decade; however, we are beginning to see evidence of another signal, a signal that is genuinely challenging the dominance of link driven authority. This session will take a look at how we use engagement to create massive growth through our SEO channel.

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Transcript

  • 1. Engagement: The New Ranking Factor Tim Grice – Director of Search
  • 2. Branding Citations Social Authority Engagement Anchor Text Keywords Links Ranking Signals
  • 3. BrandingEngagement Ranking Signals
  • 4. SEO Task List  Find relevant keywords  Add keywords to content  Build links (From anywhere)  Anchor text
  • 5. £ Traffic You have to Engage YOUR SITE Engage
  • 6. “There is no shortcut to success.”
  • 7. …return to Search
  • 8. Anyone Remember Panda? Low quality content Unclear or no call to actions Poor navigation Does your content serve the user …they leave
  • 9. Where do we Start?
  • 10. Identify Poor Performance
  • 11. Cross Reference with Keyword Data
  • 12. Most Panda issues can be solved through better Engagement
  • 13. How do we increase Engagement?
  • 14. What’s your goal?  Genuinely aim to add value  Be generous (What’s in it for them?)  Be interested, not interesting
  • 15. Know your story before trying to know theirs.
  • 16. Revolutionary study: We prove that tweets actually do affect rankings Programatically assigning a Customer Group in Magento Should you spend time on link removals
  • 17. Our outstanding reputation means that over 80% of our business is inbound
  • 18. Google Analytics Social Listening Market Research Customer Feedback Focus Groups Who are you trying to Engage?
  • 19. Blogs Site Search Competitors Market Research Forums Social Sites Reviews Keywords
  • 20. Audience Reporting
  • 21. Consumer Surveys
  • 22. A story you have experienced comes Alive!
  • 23. Data + Emotion = Engagement
  • 24. Relevant User Experience Fast Comprehensive want What
  • 25. Content Strategy Manual Action/Panda Manual Action Revoked Content Strategy No Link Building
  • 26. Put your best content in front of people.
  • 27. Rankings without Links 20% Bounce Reduction 200% Time on Page
  • 28. If you have enough links to be in the top 5 you have enough to be at the top.
  • 29. What about Branding Popularity?
  • 30. Your website has to be popular
  • 31. 60,500 22,200 14,800 12,100 33,100 14,800 All things being equal, branding wins…
  • 32. Useful Entertaining News Worthy Insightful Provoke Engagement Audience Led Creative
  • 33. TV Outreach PR Display Social Paid Search Creative Apps
  • 34. You’ll always rank position ‘1’ for brand search
  • 35. 2014 – The year of building better websites.
  • 36. “I’ve always believed that if you put in the work, the results will come”
  • 37. Tim.grice@branded3.com @Tim_Grice Thank You!