Engagement: The New
Ranking Factor
Tim Grice – Director of Search
Branding
Citations
Social
Authority
Engagement
Anchor Text
Keywords
Links
Ranking Signals
BrandingEngagement
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
“There is no
shortcut to
success.”
…return to Search
Anyone Remember Panda?
Low quality content
Unclear or no call to actions
Poor navigation
Does your content serve the user
...
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?
What’s your goal?
 Genuinely aim to add value
 Be generous (What’s in it for them?)
 Be interested, not interesting
Know your story before
trying to know theirs.
Revolutionary study: We prove that
tweets actually do affect rankings
Programatically assigning a
Customer Group in Magent...
Our outstanding
reputation means
that over 80% of our
business is inbound
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
A story you have experienced comes
Alive!
Data + Emotion = Engagement
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
Led
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.
“I’ve always believed
that if you put in the
work, the results will
come”
Tim.grice@branded3.com
@Tim_Grice
Thank You!
B3 Seminar: Engagement: The new ranking factor - Tim Grice
B3 Seminar: Engagement: The new ranking factor - Tim Grice
B3 Seminar: Engagement: The new ranking factor - Tim Grice
B3 Seminar: Engagement: The new ranking factor - Tim Grice
B3 Seminar: Engagement: The new ranking factor - Tim Grice
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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 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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B3 Seminar: Engagement: The new ranking factor - Tim Grice

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