Businesses cannot ignore the changing Google landscape and the real need to add value. A website’s popularity can no longer be manipulated; you have to take an asset-led approach to link building that allows you to tap into online conversations. You will not be able to develop a natural link strategy until your business is worth talking about.
16. 2009 - Vince
“An algorithm that seemed to favour big brands,
as it was thought users could trust brands more”
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17. 2010 – May Day
“Sites with large-scale thin content were devalued, all
in attempt to give users better results”
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18. 2010 – Google Instant
“Faster results for users”
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19. 2010 – Social Signals
“Google & Bing confirm the incorporation of social
signals as part of the algorithm, leveraging user data
from Facebook & Twitter”
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20. 2011 – Panda
“Affected 12% of search results, devaluing thin
content, content farms, and websites that offered little
value to the user”
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21. 2012 – Search + Your World
“Further moves towards personalisation and the
incorporation of Google + user data”
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25. What Google think…
Q:Want to use Google as a platform to sell?
A: Use Adwords, Shopping, Places.
Q:Want to add value, insight and contribute
to the conversation?
A: SEO is your friend.
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26. “How do I get to the top of Google?”
is the wrong question.
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27. “How do I get so popular that
Google has no choice but to rank
me?” is the right question.
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28. On site guidelines will always be in place.
Duplicate Content
• Canonical tags
•
• Schema
• Site Architecture
• Pagination
• Etc……
…and will always be important.
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34. Some questions…
•
Who are your audience?
•
What are they interested in?
•
What online conversations are they having?
•
What do they need answers to?
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39. You begin asking the right questions.
• What conversations are
people having?
• What would people find
helpful?
• What are people missing?
• What do people find
contentious
• What do people find
humorous?
• What are people sharing?
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40. Historic questions
What links do our competitors
have?
Do Google prefer in content
links?
What anchor text is best for
Google?
Will Google penalise me for paid
sidebar links?
What is the ideal PageRank for
a link?
Is a link at the top of the page
better than the bottom?
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54. A strategy that meets multiple objectives
• Activates conversation around your business
• Puts you in front of your target audience
• Encourages and increases brand search
• Generates shares and likes
• Allows you to truly engage people and build relationships
• Puts you in the ZMOT
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55. Customers will use an average of 10 resources
before making a decision to purchase
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56. Summary
•
•
•
•
•
Put real effort into becoming the best result
Take an interest in people
Be worth talking about
Talk in terms of your audience interests
Add Value
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