Marketing Week Live: Why engagement should be your focus in 2014 - Tim Grice

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Historically SEO has revolved around keywords and links, however as Google moves to a more sophisticated ranking model it’s important to understand what makes your website the best result. …

Historically SEO has revolved around keywords and links, however as Google moves to a more sophisticated ranking model it’s important to understand what makes your website the best result. Understanding how users engage with your website is now key to gaining greater visibility in Google, if visitors are leaving your website after a few seconds, you obviously weren’t the right result. This presentation focuses on some of these new signals, how we optimise for them, and show how we blend creativity with data to improve our search rankings.

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Transcript

  • 1. Audience Engagement Why Engagement should be your SEO Focus in 2014! TIM GRICE – DIRECTOR OF SEARCH
  • 2. Popularity Citations Social Authority Engagement Anchor Text Keywords Links Ranking Signals
  • 3. PopularityEngagement 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. Dwell Time? “Your goal should be that when a visitor lands on your page, the content answers all of their needs, encouraging their next action to remain with you. If your content does not encourage them to remain with you, they will leave. The search engines can get a sense of this by watching the dwell time. ” Duanne Forrester - Bing
  • 9. Anyone Remember Panda? Low quality content Unclear or no call to actions Poor navigation Does your content serve the user …they leave
  • 10. Where do we Start?
  • 11. Identify Poor Performance
  • 12. Cross Reference with Keyword Data
  • 13. Most Panda issues can be solved through better Engagement
  • 14. How do we increase Engagement?
  • 15. Google Analytics Social Listening Market Research Customer Feedback Focus Groups Who are you trying to Engage?
  • 16. Blogs Site Search Competitors Market Research Forums Social Sites Reviews Keywords
  • 17. Audience Reporting
  • 18. Consumer Surveys
  • 19. Relevant User Experience Fast Comprehensive Want What
  • 20. Can you get rankings without Links?
  • 21. Content Strategy Manual Action/Panda Manual Action Revoked Content Strategy No Link Building
  • 22. Put your best content in front of people.
  • 23. Rankings without Links 20% Bounce Reduction 200% Time on Page
  • 24. If you have enough links to be in the top 5 you have enough to be at the top.
  • 25. What about Popularity?
  • 26. Your website has to be Popular
  • 27. 60,500 22,200 14,800 12,100 33,100 14,800 All things being equal, branding wins…
  • 28. Useful Entertaining News Worthy Insightful Provoke Engagement Audience Led Creative
  • 29. TV Outreach PR Display Social Paid Search Creative Apps
  • 30. You’ll always rank position ‘1’ for brand search
  • 31. 2014 – The year of building better websites.
  • 32. tim.grice@branded3.com @Tim_Grice Thank You!