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You’ll never build a natural
link until you’re worth
talking about
Tim Grice – Head of Search

#B3Seminar
Keywords

Rankings

#B3Seminar
Links

Rankings

#B3Seminar
SEO

Google

#B3Seminar
Why?
#B3Seminar
It worked
#B3Seminar
Google is stupid
#B3Seminar
Everybody does it
#B3Seminar
It was cheap
#B3Seminar
This categorically does not
work anymore

#B3Seminar
Penalties
#B3Seminar
Manual Reviews

Review

Trigger

Applied

#B3Seminar
But also because…..
• Disavow Data
• Devaluation of other signals
• Network Discovery

• Webmasters are more inclined to r...
Unnatural Links
Bad Strategy

Penguin 2.0

#B3Seminar
Algorithms
#B3Seminar
2009 - Vince

“An algorithm that seemed to favour big brands,
as it was thought users could trust brands more”

#B3Seminar
2010 – May Day

“Sites with large-scale thin content were devalued, all
in attempt to give users better results”

#B3Semin...
2010 – Google Instant

“Faster results for users”

#B3Seminar
2010 – Social Signals
“Google & Bing confirm the incorporation of social
signals as part of the algorithm, leveraging user...
2011 – Panda
“Affected 12% of search results, devaluing thin
content, content farms, and websites that offered little
valu...
2012 – Search + Your World

“Further moves towards personalisation and the
incorporation of Google + user data”

#B3Semina...
2012 – Venice

“Provided users with more localised results”

#B3Seminar
2013 – Hummingbird

“Attempts to understand keyword associations
and user intent.”

#B3Seminar
SEO

Google

#B3Seminar
What Google think…
Q:Want to use Google as a platform to sell?
A: Use Adwords, Shopping, Places.
Q:Want to add value, insi...
“How do I get to the top of Google?”
is the wrong question.

#B3Seminar
“How do I get so popular that
Google has no choice but to rank
me?” is the right question.
#B3Seminar
On site guidelines will always be in place.
Duplicate Content

• Canonical tags

•

• Schema

• Site Architecture

• Pagin...
#B3Seminar
But there is a reason Google doesn’t
issue link strategy guidelines

#B3Seminar
Let’s talk

#B3Seminar
The current

Sentiment

Engagement

NEWS
DESIGN

BUILD

Quality

Structure

CITATIONS

is listening to…

CONTENT

CONVERSA...
Tactics are fine but first
address your thinking.

#B3Seminar
Some questions…
•

Who are your audience?

•

What are they interested in?

•

What online conversations are they having?
...
Become genuinely interested

#B3Seminar
Interested in…
• In your industry
• In your audience
• In your customers
• In problem solving
• In adding value

#B3Semina...
Focus on their interests

#B3Seminar
#B3Seminar
You begin asking the right questions.
• What conversations are
people having?

• What would people find
helpful?

• What a...
Historic questions
What links do our competitors
have?

Do Google prefer in content
links?

What anchor text is best for
G...
Google want to know about

People

#B3Seminar
Let’s talk

#B3Seminar
Don’t pay
for links….

Pay for
a star
#B3Seminar
#B3Seminar
Oh, and did I mention Links?

#B3Seminar
Paid Media = Earned Links
Use cheap paid media to kick start
campaigns.

Contentious/Humorous content
works best.

#B3Semi...
Have a sense of humour

#B3Seminar
Have an opinion
“If you don’t focus on people your link strategy will not
stand the test of time”
Tim Grice Branded3

Link...
#B3Seminar
Focusing on your audience
means you can forget about
your products.
#B3Seminar
#B3Seminar
Do your research and offer up
your findings.

#B3Seminar
You

Feeds the

#B3Seminar
A strategy that meets multiple objectives
• Activates conversation around your business
• Puts you in front of your target...
Customers will use an average of 10 resources
before making a decision to purchase
#B3Seminar
Summary
•
•
•
•
•

Put real effort into becoming the best result
Take an interest in people
Be worth talking about
Talk in...
Thank You
Tim.Grice@branded3.com
@Tim_Grice

#B3Seminar
#B3Seminar
@Branded_3

#B3Seminar
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B3Seminar: You'll never build a natural link until you're worth talking about - Tim Grice

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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.

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Transcript of "B3Seminar: You'll never build a natural link until you're worth talking about - Tim Grice"

  1. 1. You’ll never build a natural link until you’re worth talking about Tim Grice – Head of Search #B3Seminar
  2. 2. Keywords Rankings #B3Seminar
  3. 3. Links Rankings #B3Seminar
  4. 4. SEO Google #B3Seminar
  5. 5. Why? #B3Seminar
  6. 6. It worked #B3Seminar
  7. 7. Google is stupid #B3Seminar
  8. 8. Everybody does it #B3Seminar
  9. 9. It was cheap #B3Seminar
  10. 10. This categorically does not work anymore #B3Seminar
  11. 11. Penalties #B3Seminar
  12. 12. Manual Reviews Review Trigger Applied #B3Seminar
  13. 13. But also because….. • Disavow Data • Devaluation of other signals • Network Discovery • Webmasters are more inclined to report #B3Seminar
  14. 14. Unnatural Links Bad Strategy Penguin 2.0 #B3Seminar
  15. 15. Algorithms #B3Seminar
  16. 16. 2009 - Vince “An algorithm that seemed to favour big brands, as it was thought users could trust brands more” #B3Seminar
  17. 17. 2010 – May Day “Sites with large-scale thin content were devalued, all in attempt to give users better results” #B3Seminar
  18. 18. 2010 – Google Instant “Faster results for users” #B3Seminar
  19. 19. 2010 – Social Signals “Google & Bing confirm the incorporation of social signals as part of the algorithm, leveraging user data from Facebook & Twitter” #B3Seminar
  20. 20. 2011 – Panda “Affected 12% of search results, devaluing thin content, content farms, and websites that offered little value to the user” #B3Seminar
  21. 21. 2012 – Search + Your World “Further moves towards personalisation and the incorporation of Google + user data” #B3Seminar
  22. 22. 2012 – Venice “Provided users with more localised results” #B3Seminar
  23. 23. 2013 – Hummingbird “Attempts to understand keyword associations and user intent.” #B3Seminar
  24. 24. SEO Google #B3Seminar
  25. 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. #B3Seminar
  26. 26. “How do I get to the top of Google?” is the wrong question. #B3Seminar
  27. 27. “How do I get so popular that Google has no choice but to rank me?” is the right question. #B3Seminar
  28. 28. On site guidelines will always be in place. Duplicate Content • Canonical tags • • Schema • Site Architecture • Pagination • Etc…… …and will always be important. #B3Seminar
  29. 29. #B3Seminar
  30. 30. But there is a reason Google doesn’t issue link strategy guidelines #B3Seminar
  31. 31. Let’s talk #B3Seminar
  32. 32. The current Sentiment Engagement NEWS DESIGN BUILD Quality Structure CITATIONS is listening to… CONTENT CONVERSATIONS Authority BLOG Satisfaction SOCIAL Relevance Freshness #B3Seminar
  33. 33. Tactics are fine but first address your thinking. #B3Seminar
  34. 34. Some questions… • Who are your audience? • What are they interested in? • What online conversations are they having? • What do they need answers to? #B3Seminar
  35. 35. Become genuinely interested #B3Seminar
  36. 36. Interested in… • In your industry • In your audience • In your customers • In problem solving • In adding value #B3Seminar
  37. 37. Focus on their interests #B3Seminar
  38. 38. #B3Seminar
  39. 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? #B3Seminar
  40. 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? #B3Seminar
  41. 41. Google want to know about People #B3Seminar
  42. 42. Let’s talk #B3Seminar
  43. 43. Don’t pay for links…. Pay for a star #B3Seminar
  44. 44. #B3Seminar
  45. 45. Oh, and did I mention Links? #B3Seminar
  46. 46. Paid Media = Earned Links Use cheap paid media to kick start campaigns. Contentious/Humorous content works best. #B3Seminar
  47. 47. Have a sense of humour #B3Seminar
  48. 48. Have an opinion “If you don’t focus on people your link strategy will not stand the test of time” Tim Grice Branded3 Link please #B3Seminar
  49. 49. #B3Seminar
  50. 50. Focusing on your audience means you can forget about your products. #B3Seminar
  51. 51. #B3Seminar
  52. 52. Do your research and offer up your findings. #B3Seminar
  53. 53. You Feeds the #B3Seminar
  54. 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 #B3Seminar
  55. 55. Customers will use an average of 10 resources before making a decision to purchase #B3Seminar
  56. 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 #B3Seminar
  57. 57. Thank You Tim.Grice@branded3.com @Tim_Grice #B3Seminar
  58. 58. #B3Seminar @Branded_3 #B3Seminar
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