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

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

  • 1. The Latest Advanced SEO & Link StrategiesAdvanced SEOby Patrick Altoft
  • 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. 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. The Latest Advanced SEO & Link StrategiesReal Company Stuffhttp://b3.io/10ZXMjy
  • 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. 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. 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. 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. 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. 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. The Latest Advanced SEO & Link Strategieshttp://www.copyblogger.com/content-marketing/
  • 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. The Latest Advanced SEO & Link StrategiesKBB.comReal awards, real statsIntegrated into landing pagesSEO is an afterthought, they’ve probablybeen doing this for years
  • 14. The Latest Advanced SEO & Link Strategies
  • 15. The Latest Advanced SEO & Link Strategies
  • 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. The Latest Advanced SEO & Link StrategiesUse Your AssetsThere is a press release pagetalking about itIt looks like this
  • 18. The Latest Advanced SEO & Link Strategies
  • 19. The Latest Advanced SEO & Link StrategiesRainfallEven the Daily Mail get this right
  • 20. The Latest Advanced SEO & Link StrategiesGuardian Data BlogInteractive salary data map
  • 21. The Latest Advanced SEO & Link StrategiesBond Cars from Evans HalshawBrands should have funtooMake sure it’s topical &you are passionateabout the subject
  • 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. 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. The Latest Advanced SEO & Link StrategiesPayday LoansIt helped that the previous market leader has not performed well this year
  • 25. The Latest Advanced SEO & Link StrategiesBarclays Business BankingAuthorityLots of very usefulinformation
  • 26. The Latest Advanced SEO & Link StrategiesBarclays Business Banking
  • 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. 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. The Latest Advanced SEO & Link StrategiesDoes The AA have a good SEO strategy?They have the best linkbait in theentire sector
  • 30. The Latest Advanced SEO & Link StrategiesThey certainly have alot of links
  • 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. 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. 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. The Latest Advanced SEO & Link StrategiesMoney.co.uk Content StrategyHuge gains recently due to aggressive content strategy – is this sustainable duringfuture updates?
  • 35. The Latest Advanced SEO & Link StrategiesIt wasn’t always good
  • 36. The Latest Advanced SEO & Link StrategiesMoney.co.uk User Generated Content
  • 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. The Latest Advanced SEO & Link StrategiesMoney vs MoneysupermarketThey are also catching in the loan sector
  • 39. The Latest Advanced SEO & Link StrategiesMoney vs MoneysupermarketAnd are ahead already in savings
  • 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. The Latest Advanced SEO & Link StrategiesMint.comHugely successful in linkbaitingthe tech and personal financesector
  • 42. The Latest Advanced SEO & Link StrategiesMint.com
  • 43. The Latest Advanced SEO & Link StrategiesMint.comBuild a travel budgetplanner tool, get linksfrom travel blogs
  • 44. The Latest Advanced SEO & Link StrategiesMint.comPersonal finance tool, soldfor $170m
  • 45. The Latest Advanced SEO & Link StrategiesLovemoney.comMint.com for the UK,with a strongcontent strategy
  • 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. The Latest Advanced SEO & Link StrategiesQuestions?Patrick@branded3.com