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Digital Futures: The Latest Advanced SEO & Link Strategies - Patrick Altoft
 

Digital Futures: The Latest Advanced SEO & Link Strategies - Patrick Altoft

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This session will focus on the newest aspects of SEO which are either driving results now or are going to help future-proof your SEO strategy.

This session will focus on the newest aspects of SEO which are either driving results now or are going to help future-proof your SEO strategy.

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    Digital Futures: The Latest Advanced SEO & Link Strategies - Patrick Altoft Digital Futures: The Latest Advanced SEO & Link Strategies - Patrick Altoft Presentation Transcript

    • The Latest Advanced SEO & Link StrategiesThe Latest Advanced SEO& Link Strategiesby Patrick Altoft
    • The Latest Advanced SEO & Link StrategiesWhat I’m talking about• The importance of making your content strategy & content marketing integral to your normal day to day business, PR and comms strategy• 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
    • The Latest Advanced SEO & Link StrategiesDoing Real StuffWould you do this if it didn’t helpwith SEO?When you release a new page orpiece of content would your MD orPR department tweet about it?If not then you probably shouldn’tbe doing it
    • The Latest Advanced SEO & Link StrategiesReal Company Stuffhttp://b3.io/10ZXMjy
    • The Latest Advanced SEO & Link StrategiesWhat Google WantsThe goal of many of our ranking changes is to help searchers find sites that provide a greatuser experience and fulfil their information needs.Matt CuttsOur strategy therefore is to create a better search result for our clients than theircompetitors.This can be split into two simple to understand factors:• Creating more authority & being a better/more reputable company• Making better landing pages, specifically your primary pages
    • The Latest Advanced SEO & Link StrategiesAchieving ThisThe tactics to achieve this are a mixture of links, content strategy, onsite optimisation &usability.It’s important to remember that while the tactics might change the strategy has notchanged in nearly 15 years.As an SEO agency we focus on making our clients websites a better destination forsearchers than their competitors.If Google thinks that our clients site is more useful and will give a better experience forusers then the site will probably rank higher.
    • The Latest Advanced SEO & Link StrategiesAuthorityGoogle measures authority using offsite factors, for example:• Links• Press coverage• Social media mentions• Traffic• Search volumeAll things being equal a searcher prefers to visit a well known authority brand than anunknown website with the same content.Turning yourself into an authority and building your brand by becoming an expert is thebest possible way to improve SEO
    • The Latest Advanced SEO & Link StrategiesCompetitor AnalysisCompetitor analysis hasbecome pretty muchuseless in the last 12months.Most of your competitorslinks probably look terribleMaybe they disavowedthem?
    • The Latest Advanced SEO & Link StrategiesCompetingIf you don’t have a better site, don’t expect to rank higher. Build linkspeople can’t replicate rather than just copying competitorshttp://www.rosshudgens.com/authority-bloat/
    • 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?
    • 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
    • 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
    • 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
    • The Latest Advanced SEO & Link StrategiesGreat sites are winning in 2012 & 2013• 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
    • The Latest Advanced SEO & Link StrategiesPeople love John Lewis
    • The Latest Advanced SEO & Link StrategiesPeople love Very.co.uk
    • The Latest Advanced SEO & Link StrategiesPeople love Currys*
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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, need to go (blog or content plan• Spelling/grammar • Examples & Quora, Facebook, incentivisation 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
    • The Latest Advanced SEO & Link StrategiesPeople are already doing this
    • The Latest Advanced SEO & Link StrategiesReviewsIf you don’t have a userreview strategy – why not?
    • The Latest Advanced SEO & Link StrategiesQuestions & AnswersWhy wouldn’t you do this?
    • 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?
    • 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
    • The Latest Advanced SEO & Link StrategiesUsability & Conversion Rates
    • 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?
    • 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
    • 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.
    • 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
    • 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
    • The Latest Advanced SEO & Link StrategiesMerchant QualityWe have a potential launch later this year, maybe a little bit sooner, looking at the quality ofmerchants and whether we can do a better job on that, because we don’t want low qualityexperience merchants to be ranking in the search results.What happens if Google develops an artificial intelligence algorithm to rank the bestsites at the top, regardless of how well SEO’ed they are?
    • The Latest Advanced SEO & Link StrategiesZappos
    • The Latest Advanced SEO & Link StrategiesRecommended Reading
    • The Latest Advanced SEO & Link Strategies
    • The Latest Advanced SEO & Link StrategiesQuestions?Patrick@branded3.comhttp://www.branded3.com/