B3 Seminar: The Latest Advanced SEO & Link Strategies - Patrick Altoft

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This session will focus on the new aspects of SEO which are either driving results now or are going to help future-proof your SEO strategy. Designed for both in-house and agency SEO teams, the session …

This session will focus on the new aspects of SEO which are either driving results now or are going to help future-proof your SEO strategy. Designed for both in-house and agency SEO teams, the session will uncover how sites are able to dominate sectors using innovative techniques.

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  • 1. The Latest Advanced SEO & Link StrategiesThe Latest Advanced SEO& Link Strategiesby Patrick Altoft
  • 2. The Latest Advanced SEO & Link StrategiesWhat I’m talking about• Making users love you• How great sites are winning the SEO race• How to make your site great• Being memorable• Content strategy• Getting social• Links
  • 3. The Latest Advanced SEO & Link StrategiesDo people love you?It’s unquantifiable, tough to explain to clients & impossibleto make a business case for but love is slowly & steadilybecoming part of the Google algorithmGoogle can tell whether people love your website & isrewarding the most loved websites with higher rankings.Panda downgraded sites that people didn’t love – whywouldn’t Google reward sites that people do love?
  • 4. The Latest Advanced SEO & Link StrategiesHow can Google understand love? Hundreds of user engagement signals are analysed and fed into an artificial intelligence algorithm The algorithm learns how to detect whether users love a site or not (probably with the help of seed sites) Remember, Chrome has 33% market share & Analytics is in use on over 10m websites
  • 5. The Latest Advanced SEO & Link StrategiesHow artificial intelligenceshapes the algorithm New algorithm • Based on what we know about sites that are loved, do we think that people love your site? Old Algorithm • Let’s score you on various trust signals & see how you perform
  • 6. The Latest Advanced SEO & Link StrategiesPoor quality sites just don’t perform as wellHistorically a mediocre company with a below average site could implement anaggressive link strategy based on mediocre links and generate top rankings.Now Google actively penalises for bad links rather than just devaluing them
  • 7. The Latest Advanced SEO & Link StrategiesGreat sites are winning in 2012• Doing SEO for a great site is 10x easier than doing SEO for a mediocre site• For most companies this is the difference between success and failure in an SEO campaign ? Panda
  • 8. The Latest Advanced SEO & Link StrategiesPeople love John Lewis
  • 9. The Latest Advanced SEO & Link StrategiesPeople love M&S
  • 10. The Latest Advanced SEO & Link StrategiesWhat can I do?• Want to know how Google sees your site? Just ask your visitors.• Every site should be permanently asking for feedback from different groups of people• Adopt a mantra of continual improvement & use survey scores as a KPI• http://qualaroo.com
  • 11. The Latest Advanced SEO & Link StrategiesContent StrategyOur Data Insights team analysed visits across one of the UK’s largestretail ecommerce websites and found that users who engaged with apiece of content such as an article, forum thread or video on the sitebefore reaching a product or category page were 5 times more valuablethan users who arrived directly on a product or category page.Users who engage with quality content place more trust in the brand soconvert at a higher rate, purchase more products and have a greatertendency to make repeat purchasesIncreasing brand trust, improving conversion rates and encouraginglarger sale values are all vital elements of any digital marketing campaign
  • 12. The Latest Advanced SEO & Link StrategiesAttribution modellingAdding attribution modelling into the mix demonstrates even further why a strongcontent strategy is so important – on average non-brand organic SEO is 40% morevaluable than a traditional “last click wins” methodology would show.Content strategy increases assisted conversions
  • 13. The Latest Advanced SEO & Link StrategiesContent makes your site memorableOur research shows that 40% of ecommerce transactions are carried out24 hours or more after users first visit the website
  • 14. The Latest Advanced SEO & Link StrategiesBeing memorableOnly 40% of revenue is attributable to users who buy on the first visit – most of yourcustomers will need to remember you and find you a second time
  • 15. The Latest Advanced SEO & Link StrategiesContent Strategy Framework Content Audit Informative User Generated Content Roadmap Shareable Content Site Structure Document Content Content Document• Typography • Brainstorming • Research Q&A on • Reviews – • Where does content • Monthly or weekly• Readability • Competitor Analysis Yahoo Answers, implementation, ince need to go (blog or content plan• Spelling/grammar • Examples & Quora, Facebook, ntivisation etc Q&A etc) • Special events &• Shareability screenshots from Twitter • Q&A section or Q&A • How should the calendar competitors • Search for questions on product pages etc sections be • Blog calendar• Keyword use in Analytics data & • Forums, blog structured • PR calendar• Copyscape report on keyword tool data comments, guest • Design & UI stolen content • Gap Analysis of blog posts, in-depth • Interlinking between• Social media shares current content content reviews sections • Examples & • Examples & • Examples & screenshots from screenshots from screenshots from competitors etc competitors etc competitors
  • 16. The Latest Advanced SEO & Link StrategiesPeople are already doing this
  • 17. The Latest Advanced SEO & Link StrategiesGet socialMake somethingusers will loveEncourage themto share*This is the Twitter Analyticsinterface for verified users
  • 18. The Latest Advanced SEO & Link StrategiesSocial SEO is not about fans & followersIt’s about engagement
  • 19. The Latest Advanced SEO & Link StrategiesTweeting
  • 20. The Latest Advanced SEO & Link StrategiesSharing
  • 21. The Latest Advanced SEO & Link StrategiesReviewsIf you don’t have a userreview strategy – why not?
  • 22. The Latest Advanced SEO & Link StrategiesQuestions & AnswersWhy wouldn’t you do this?
  • 23. The Latest Advanced SEO & Link StrategiesExternal Reviews• Build users trust• Improve conversion rates• Increase basket size• Improve Quality Score for PPCWhy wouldn’t you do this?
  • 24. The Latest Advanced SEO & Link StrategiesUsabilityHow many sites are hard touse on a mobile device oriPad?What’s your conversion rateon Safari?Our data for 30m UK users inAugust puts Safari at over 30%market share with most visitscoming from iPad and iPhoneuse – Safari is the mostpopular browser on lots ofecommerce sites
  • 25. The Latest Advanced SEO & Link StrategiesUsability & Conversion Rates
  • 26. The Latest Advanced SEO & Link StrategiesThis sounds hard, can we ignore SEO?For an established business the new rules of SEO are a tough sellbecause businesses need information about ROI to sign off projectsand struggle to implement new ways of workingMaybe you can just ignore SEO?
  • 27. The Latest Advanced SEO & Link StrategiesThe new rules of The InternetLook at it another way - Google is just mirroring real life and ranking sites that userswant to see. If people don’t like your site this will impact everything you do online.If you don’t focus on making users love you then how will you get traffic?• PPC – Google will bring these factors into the Quality Score algorithm sooner or later• Direct – if users don’t love you will they still visit your site directly?• Social media – unloved sites never succeed in social media• Affiliates – can you afford to pay commission for all your sales/leads?• Conversions – users convert better if they love the site
  • 28. The Latest Advanced SEO & Link StrategiesIt’s not about growthLook at all the brands who have lost huge amounts of revenue due toPanda, Penguin and unnatural links.SEO is no longer just about growth.For some businesses SEO is just about forward thinking to protect marketshare and make sure the next major update doesn’t ruin your business.
  • 29. The Latest Advanced SEO & Link StrategiesThis is your Kodak momentKodak invented the digital camera in 1975 and werewell aware in 1981 that digital was the futureThey just didn’t do anything about it
  • 30. The Latest Advanced SEO & Link StrategiesHow artificial intelligenceshapes the algorithm New algorithm • Based on what we know about sites that are loved, do we think that people love your site? Old Algorithm • Let’s score you on various trust signals & see how you perform
  • 31. The Latest Advanced SEO & Link StrategiesLink strategyThe only way to future-proof your link strategy is to make links a naturalby-product of your normal marketing strategyAs you might expect, this isn’t easy. How many links does your marketingstrategy deliver every month at the moment?If you sit back and wait for links to arrive you won’t get enough to rank
  • 32. The Latest Advanced SEO & Link StrategiesRelationshipsMost agency/client linkbuilding relationships work like this Corporate Comms Linkbuilding Media Public Affairs Relations Agency Client PR Onsite Keyword SEO Strategy Optimisation Research Strategy Internal Blog Outreach Comms Other SEO Crisis Comms Social Media projects Client does some great stuff over here Agency does some other stuff over there
  • 33. The Latest Advanced SEO & Link StrategiesIt should work something like this Marketing Media Blog Social Crisis Internal PublicCorporate Comms SEO Relations Outreach Media Comms Comms Affairs SEO Links Links Links Keywords Links Links Links Training Technical Reputation SEO Management Every marketing task can be performed by the client or the agency – usually an agile agency will fill the gaps where the client doesn’t have in-house resource
  • 34. The Latest Advanced SEO & Link StrategiesRecommended Reading
  • 35. The Latest Advanced SEO & Link StrategiesQuestions?Patrick@branded3.comhttp://www.branded3.com/