SEO:
The Bigger
Picture
Search Engines &
content marketing
With Bryn Anderson Siteimprove Training and
Support Specialist
...
Why search referrers matter…
Approximately 54% of
Commercial web traffic
comes from search
referrers. - Tim Anderson:
The ...
The modern day search engine

3
Search engine market share 2013

- Vanessa Copland techWyse

4
How do
search
engines
Work?

5
Algorithms!

A process or set of rules to
be followed in calculations
or other problem-solving
operations, esp. by a
compu...
A bit of history…

7
Pre 2009 - 10 blue links no matter who and where…

8
Post 2009 – It’s all about me!

9
What Site Level Signals are they looking for?
• Authority/Trust
• Internal link

ratios
• Localisation

• Domain history
•...
What Page-Level Signals?
• Meta data
• Classifications
(and Localisation)
• Authority/trust
(external links)
• Temporal si...
Off-Site Signals?
• Backlinks
• Temporal signals
• Entity/Authority; citations,

co-citation, etc. (other sites)
• Social ...
How does that translate into search results?
Scoring: The major search engines use hundreds of factors
nestled into many a...
•
•
•
•

Low Quality Content
Unique Content
Advertising Ratios
Authority

• Link Farms
• Keyword stuffing
• Black hat SEO
...
Re-ranking results based on the end user…
Behavioural: Based on search history, query
reformations, last query, etc.
Socia...
SEO and Content Marketing

16
Modern day SEO
“Essentially (conventional) SEO helps Google to
understand what your content is about, and
everything else ...
Conventional SEO

• Conventional SEO must be integrated
into website infrastructure and
frameworks as standard.

18
What is Content Marketing?

• Content marketing is any marketing format that involves the
creation and sharing of media an...
Inspire business through
quality content…
• Content marketing is focused not on selling, but on
simply communicating with ...
Create content
and share it!

21
Why social media?
• To be competitive and up to date.
• Reach larger audiences.
• Build backlinks / referral links from
‘t...
Online Reputation Management

• Google suggests publishing positive content as a
method for reputation management. Thanks ...
24
Black Hat SEO techniques…
• Cloaking and/or sneaky redirects
• Hidden text and/or keyword
stuffing
• Parked domains
• Pure...
Ask you self the following…

26
Do we have conventional SEO
methods integrated into our CMS?
• Clean URLs
• Meta tags
• Easy internal link building

27
Do we have quality content on our
website?
• Objective
• In depth
• Relevant

28
What are we doing to optimise and
market our content?
•
•
•
•
•

Social media channels
Profile authority
Backlinks
Guest b...
Are we playing by the rules?
•
•
•
•
•

Hidden text and/or keyword stuffing
Cloaking and/or sneaky redirects
Duplicate con...
SEO as we know it has moved towards
SMO (social media optimisation) and
online reputation management ORM…
“Recommendations...
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Siteimprove - SEO the bigger picture

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Siteimprove Customer Workshop October 2013

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Siteimprove - SEO the bigger picture

  1. 1. SEO: The Bigger Picture Search Engines & content marketing With Bryn Anderson Siteimprove Training and Support Specialist 1
  2. 2. Why search referrers matter… Approximately 54% of Commercial web traffic comes from search referrers. - Tim Anderson: The Guardian, 2013 2
  3. 3. The modern day search engine 3
  4. 4. Search engine market share 2013 - Vanessa Copland techWyse 4
  5. 5. How do search engines Work? 5
  6. 6. Algorithms! A process or set of rules to be followed in calculations or other problem-solving operations, esp. by a computer - Google 6
  7. 7. A bit of history… 7
  8. 8. Pre 2009 - 10 blue links no matter who and where… 8
  9. 9. Post 2009 – It’s all about me! 9
  10. 10. What Site Level Signals are they looking for? • Authority/Trust • Internal link ratios • Localisation • Domain history • Thin content 10
  11. 11. What Page-Level Signals? • Meta data • Classifications (and Localisation) • Authority/trust (external links) • Temporal signals (history) • Semantic signals • Linguistic indicators (language and nuances) • Prominence factors (bold, headings, italics, etc.) 11
  12. 12. Off-Site Signals? • Backlinks • Temporal signals • Entity/Authority; citations, co-citation, etc. (other sites) • Social graph signals (re tweet) • Spam signals (that might incur dampening) • Semantic relevance (of the other signals) 12
  13. 13. How does that translate into search results? Scoring: The major search engines use hundreds of factors nestled into many algorithms. Think about it like an onion and it's layers. All too often, people say things like "the Google algorithm" when in fact, there are many. The scoring over all of them makes up the initial rankings. Boosting: This is another element or signal that might raise a page's position in the rankings. One example is a statement Google made that fast mobile sites are given a boost in mobile search. Various forms of personalization also use a boosting element to re-rank results. Dampening: Not to be confused with penalties, a dampening factor is an element that would lower the rankings of a web page after the initial scoring process. One example is the now infamous Google Penguin or Panda algorithms. While it may seem like a penalty, it is in fact a dampening element. - David Harry Search Engine Watch 13
  14. 14. • • • • Low Quality Content Unique Content Advertising Ratios Authority • Link Farms • Keyword stuffing • Black hat SEO 14
  15. 15. Re-ranking results based on the end user… Behavioural: Based on search history, query reformations, last query, etc. Social: The rise of the social graph has lead to logged in personalisation. Geographic: Rankings can change based on the location of the user. Demographic: Somewhat linked to the social, but categorizes users. Temporal: Results based on user activities (daily, weekly, annual, etc.). - David Harry Search Engine Watch 15
  16. 16. SEO and Content Marketing 16
  17. 17. Modern day SEO “Essentially (conventional) SEO helps Google to understand what your content is about, and everything else demonstrates how relevant your content is.” - Felice Ayling Target Internet 17
  18. 18. Conventional SEO • Conventional SEO must be integrated into website infrastructure and frameworks as standard. 18
  19. 19. What is Content Marketing? • Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news, video, white papers, ebooks, info graphics, case studies, how-to guides, question and answer articles, photos, etc. - Wikipedia 19
  20. 20. Inspire business through quality content… • Content marketing is focused not on selling, but on simply communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering "consistent, ongoing valuable information“- Wikipedia 20
  21. 21. Create content and share it! 21
  22. 22. Why social media? • To be competitive and up to date. • Reach larger audiences. • Build backlinks / referral links from ‘trusted’ sources. • Increase your author authority. Because of… • Google’s Page Rank algorithm. • ORM - Online Reputation Management 22
  23. 23. Online Reputation Management • Google suggests publishing positive content as a method for reputation management. Thanks to Google's brand bias, using a parasite hosting strategy still works for getting user profiles ranked. • Parasite hosting refers to websites with high trust and authority that allow the self-publishing of content. The benefit lies in the ability to leverage the host domain's authority and trust to get your content ranked. 23
  24. 24. 24
  25. 25. Black Hat SEO techniques… • Cloaking and/or sneaky redirects • Hidden text and/or keyword stuffing • Parked domains • Pure spam • Thin content with little or no added value • Unnatural links from a site • Unnatural links to a site • User-generated spam - Google 25
  26. 26. Ask you self the following… 26
  27. 27. Do we have conventional SEO methods integrated into our CMS? • Clean URLs • Meta tags • Easy internal link building 27
  28. 28. Do we have quality content on our website? • Objective • In depth • Relevant 28
  29. 29. What are we doing to optimise and market our content? • • • • • Social media channels Profile authority Backlinks Guest bloggers Online Reputation Management 29
  30. 30. Are we playing by the rules? • • • • • Hidden text and/or keyword stuffing Cloaking and/or sneaky redirects Duplicate content Thin content with little or no added value Unnatural links 30
  31. 31. SEO as we know it has moved towards SMO (social media optimisation) and online reputation management ORM… “Recommendations from friends count for more than a search engine algorithm will ever achieve.” Tim Anderson: The Guardian, 2013 31

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