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The Latest Advanced SEO & Link StrategiesAdvanced SEOby Patrick Altoft
The Latest Advanced SEO & Link StrategiesWhat I’m talking about•   The importance of making your content strategy & conten...
The Latest Advanced SEO & Link StrategiesDoing Real StuffWould you do this if it didn’t helpwith SEO?When you release a ne...
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 fin...
The Latest Advanced SEO & Link StrategiesAchieving ThisThe tactics to achieve this are a mixture of links, content strateg...
The Latest Advanced SEO & Link StrategiesAuthorityGoogle measures authority using offsite factors, for example:• Links• Pr...
The Latest Advanced SEO & Link StrategiesGood News – Finance is ComplicatedIt’s easy for an ecommerce site to be anauthori...
The Latest Advanced SEO & Link StrategiesContent MarketingEvery time we execute a strategy wehave to ask ourselves whether...
The Latest Advanced SEO & Link StrategiesInfographicsDoes this make Confused.coma greater authority oninsurance?If not the...
The Latest Advanced SEO & Link Strategieshttp://www.copyblogger.com/content-marketing/
The Latest Advanced SEO & Link StrategiesData VisualisationReleasing useful and interesting data andintegrating this with ...
The Latest Advanced SEO & Link StrategiesKBB.comReal awards, real statsIntegrated into landing pagesSEO is an afterthought...
The Latest Advanced SEO & Link Strategies
The Latest Advanced SEO & Link Strategies
The Latest Advanced SEO & Link StrategiesUse Your Assets to Build AuthorityMoneysupermarket.comreleases an annual HomeInsu...
The Latest Advanced SEO & Link StrategiesUse Your AssetsThere is a press release pagetalking about itIt looks like this
The Latest Advanced SEO & Link Strategies
The Latest Advanced SEO & Link StrategiesRainfallEven the Daily Mail get this right
The Latest Advanced SEO & Link StrategiesGuardian Data BlogInteractive salary data map
The Latest Advanced SEO & Link StrategiesBond Cars from Evans HalshawBrands should have funtooMake sure it’s topical &you ...
The Latest Advanced SEO & Link StrategiesThink About the FutureGoogle has a history of devaluing every type of link that w...
The Latest Advanced SEO & Link StrategiesAuthorityPayday UK don’t have an SEOagency, don’t engage in link-building and sti...
The Latest Advanced SEO & Link StrategiesPayday LoansIt helped that the previous market leader has not performed well this...
The Latest Advanced SEO & Link StrategiesBarclays Business BankingAuthorityLots of very usefulinformation
The Latest Advanced SEO & Link StrategiesBarclays Business Banking
The Latest Advanced SEO & Link StrategiesCompetitor AnalysisCompetitor analysis hasbecome pretty muchuseless in the last 1...
The Latest Advanced SEO & Link StrategiesCompetingIf you don’t have a better site, don’t expect to rank higher. Build link...
The Latest Advanced SEO & Link StrategiesDoes The AA have a good SEO strategy?They have the best linkbait in theentire sec...
The Latest Advanced SEO & Link StrategiesThey certainly have alot of links
The Latest Advanced SEO & Link StrategiesDo they rank?The AA ranks well but nowhere near the position they could rank if t...
The Latest Advanced SEO & Link StrategiesIntegrationEvery aspect of SEO has to be totally integrated andaligned with your ...
The Latest Advanced SEO & Link StrategiesContent Marketing                    Linkbait blog posts                    Infog...
The Latest Advanced SEO & Link StrategiesMoney.co.uk Content StrategyHuge gains recently due to aggressive content strateg...
The Latest Advanced SEO & Link StrategiesIt wasn’t always good
The Latest Advanced SEO & Link StrategiesMoney.co.uk User Generated Content
The Latest Advanced SEO & Link StrategiesMoney vs MoneysupermarketAt current growth rates they could overtake Moneysuperma...
The Latest Advanced SEO & Link StrategiesMoney vs MoneysupermarketThey are also catching in the loan sector
The Latest Advanced SEO & Link StrategiesMoney vs MoneysupermarketAnd are ahead already in savings
The Latest Advanced SEO & Link StrategiesMint.com vs Lovemoney.comTwo very successful sites in thepersonal finance sectorB...
The Latest Advanced SEO & Link StrategiesMint.comHugely successful in linkbaitingthe tech and personal financesector
The Latest Advanced SEO & Link StrategiesMint.com
The Latest Advanced SEO & Link StrategiesMint.comBuild a travel budgetplanner tool, get linksfrom travel blogs
The Latest Advanced SEO & Link StrategiesMint.comPersonal finance tool, soldfor $170m
The Latest Advanced SEO & Link StrategiesLovemoney.comMint.com for the UK,with a strongcontent strategy
The Latest Advanced SEO & Link StrategiesLovemoney.comImpressive recent growth as they have switched strategy to be a comp...
The Latest Advanced SEO & Link StrategiesQuestions?Patrick@branded3.com
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B3 Seminar: The Latest Advanced SEO & Link Strategies - Patrick Altoft

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This session focuses 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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Transcript of "B3 Seminar: The Latest Advanced SEO & Link Strategies - Patrick Altoft"

  1. 1. The Latest Advanced SEO & Link StrategiesAdvanced SEOby Patrick Altoft
  2. 2. 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• Why you need to focus on your core pages first as part of a content strategy• Who is doing this right
  3. 3. 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
  4. 4. The Latest Advanced SEO & Link StrategiesReal Company Stuffhttp://b3.io/10ZXMjy
  5. 5. 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
  6. 6. 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.
  7. 7. 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
  8. 8. The Latest Advanced SEO & Link StrategiesGood News – Finance is ComplicatedIt’s easy for an ecommerce site to be anauthority on the products it sells & the barrierfor entry is lowIn the finance sector only a very small numberof companies can be a true authority abouttheir productsWhether it’s loans, mortgages, pensions,insurance, debt advice or anything else youneed to take the initiative and become anauthority
  9. 9. The Latest Advanced SEO & Link StrategiesContent MarketingEvery time we execute a strategy wehave to ask ourselves whether it movesus towards our ultimate goal of being abetter search result. If not then whyare we doing it?How many people have published aninfographic or linkbait article recently?Why would this make you a betterdestination search result for yourvisitors?
  10. 10. The Latest Advanced SEO & Link StrategiesInfographicsDoes this make Confused.coma greater authority oninsurance?If not then why do it?In the long term do you thinkGoogle will reward sites thatbuilt their SEO strategy aroundirrelevant infographics?
  11. 11. The Latest Advanced SEO & Link Strategieshttp://www.copyblogger.com/content-marketing/
  12. 12. The Latest Advanced SEO & Link StrategiesData VisualisationReleasing useful and interesting data andintegrating this with your core website is the key todriving long term rankingsIf I was searching for “used cars” and thedestination website had published an infographicshowing lots of data on used cars and theirlikelihood of breaking down would they be a bettersearch result?How about if they had not done the infographic butincluded the data on their make/model landingpages instead?
  13. 13. The Latest Advanced SEO & Link StrategiesKBB.comReal awards, real statsIntegrated into landing pagesSEO is an afterthought, they’ve probablybeen doing this for years
  14. 14. The Latest Advanced SEO & Link Strategies
  15. 15. The Latest Advanced SEO & Link Strategies
  16. 16. The Latest Advanced SEO & Link StrategiesUse Your Assets to Build AuthorityMoneysupermarket.comreleases an annual HomeInsurance Monitor reportdetailing which towns in the UKare most likely to be burgled,common accidents, premiumsetcWith data from 3.3m quotes thiscould be amazingIt’s in a PDF – big missedopportunity
  17. 17. The Latest Advanced SEO & Link StrategiesUse Your AssetsThere is a press release pagetalking about itIt looks like this
  18. 18. The Latest Advanced SEO & Link Strategies
  19. 19. The Latest Advanced SEO & Link StrategiesRainfallEven the Daily Mail get this right
  20. 20. The Latest Advanced SEO & Link StrategiesGuardian Data BlogInteractive salary data map
  21. 21. The Latest Advanced SEO & Link StrategiesBond Cars from Evans HalshawBrands should have funtooMake sure it’s topical &you are passionateabout the subject
  22. 22. The Latest Advanced SEO & Link StrategiesThink About the FutureGoogle has a history of devaluing every type of link that was created for SEO purposes• Directory links• Press release syndication• Article syndication• Blatant paid links• Wordpress theme links• And many moreUnless the links you build are part of your overall marketing & communications strategythey will only work for a limited amount of time
  23. 23. The Latest Advanced SEO & Link StrategiesAuthorityPayday UK don’t have an SEOagency, don’t engage in link-building and still rank top 3most days for “payday loans”They built authority, in anindustry where competitorshave zero authority, by havingan unwavering focus on thepayday keyword which brandslike Wonga are forced to shyaway from.
  24. 24. The Latest Advanced SEO & Link StrategiesPayday LoansIt helped that the previous market leader has not performed well this year
  25. 25. The Latest Advanced SEO & Link StrategiesBarclays Business BankingAuthorityLots of very usefulinformation
  26. 26. The Latest Advanced SEO & Link StrategiesBarclays Business Banking
  27. 27. The Latest Advanced SEO & Link StrategiesCompetitor AnalysisCompetitor analysis hasbecome pretty muchuseless in the last 12months.Most of your competitorslinks probably look terribleMaybe they disavowedthem?Never analyse links in theinsurance sector
  28. 28. 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/
  29. 29. The Latest Advanced SEO & Link StrategiesDoes The AA have a good SEO strategy?They have the best linkbait in theentire sector
  30. 30. The Latest Advanced SEO & Link StrategiesThey certainly have alot of links
  31. 31. The Latest Advanced SEO & Link StrategiesDo they rank?The AA ranks well but nowhere near the position they could rank if they were tointegrate their SEO strategy with the rest of the business
  32. 32. The Latest Advanced SEO & Link StrategiesIntegrationEvery aspect of SEO has to be totally integrated andaligned with your current and future business strategy.Whether it’s links being integrated with your PR &communications strategy (which Tim will cover later) oryour website and content strategy if you are notintegrating you risk seeing your SEO strategy fall apart inyears to come.In 2012 Google has made it clear they are willing topenalise major brands who thought they could outsourceSEO without integrating it
  33. 33. The Latest Advanced SEO & Link StrategiesContent Marketing Linkbait blog posts Infographics Data visualisations All these things are great but they don’t always turn your site into a better destination for searchers unless you can use them to brand yourselves as the experts
  34. 34. The Latest Advanced SEO & Link StrategiesMoney.co.uk Content StrategyHuge gains recently due to aggressive content strategy – is this sustainable duringfuture updates?
  35. 35. The Latest Advanced SEO & Link StrategiesIt wasn’t always good
  36. 36. The Latest Advanced SEO & Link StrategiesMoney.co.uk User Generated Content
  37. 37. The Latest Advanced SEO & Link StrategiesMoney vs MoneysupermarketAt current growth rates they could overtake Moneysupermarket for credit cards withinmonths, purely due to content strategy
  38. 38. The Latest Advanced SEO & Link StrategiesMoney vs MoneysupermarketThey are also catching in the loan sector
  39. 39. The Latest Advanced SEO & Link StrategiesMoney vs MoneysupermarketAnd are ahead already in savings
  40. 40. The Latest Advanced SEO & Link StrategiesMint.com vs Lovemoney.comTwo very successful sites in thepersonal finance sectorBuilt almost entirely around usefultools as a marketing strategy
  41. 41. The Latest Advanced SEO & Link StrategiesMint.comHugely successful in linkbaitingthe tech and personal financesector
  42. 42. The Latest Advanced SEO & Link StrategiesMint.com
  43. 43. The Latest Advanced SEO & Link StrategiesMint.comBuild a travel budgetplanner tool, get linksfrom travel blogs
  44. 44. The Latest Advanced SEO & Link StrategiesMint.comPersonal finance tool, soldfor $170m
  45. 45. The Latest Advanced SEO & Link StrategiesLovemoney.comMint.com for the UK,with a strongcontent strategy
  46. 46. The Latest Advanced SEO & Link StrategiesLovemoney.comImpressive recent growth as they have switched strategy to be a comparison site –definitely one to watch for 2013
  47. 47. The Latest Advanced SEO & Link StrategiesQuestions?Patrick@branded3.com
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