How to Win With SEO in 2014


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Old SEO techniques are dead. SEO has evolved. Learn how you can win with SEO today and how you can measure success.

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How to Win With SEO in 2014

  1. 1. How to Succeed with SEO in 2014
  2. 2.   What  we  will  cover  today   •  History  of  SEO   •  How  Search  has  changed   •  What  is  best  prac8ce  today   •  The  3  pillars  of  SEO   •  Why  Content  is  important   •  How  Social  integrates  with  SEO   •  Measuring  success  
  3. 3.   Let’s  see  how  SEO  fits  into  the   marke8ng  landscape  
  4. 4. Earned  Media   Owned  Media  Paid  Media     Sponsored   Customer   Promoted   Brand   Content   Brands  that   ask  for  shared   Converged   Media   Tradi8onal  Ads   Organic     Word  of  mouth  etc   Corporate  Content  
  5. 5. Paid, Owned & Earned PAID   OWNED   EARNED   Television,  Radio,   Print,  Magazines   Paid  Search,   Cinema,  Banners,   In  store  media,   Direct  Mail   Brochure,  retail   store,  company   website,  Email   list,  Microsite,   Facebook  Page,   Mobile  Apps,     Word  of  mouth,   Facebook,   TwiNer,  Youtube,   blogs,  forums  
  6. 6. Impact of SEO on Owned Media OWNED   Brochure,  retail   store,  company   website,  Email   list,  Mobile  site,   Facebook  Page,   Mobile  Apps,     Bad  SEO  puts   your  owned   assets  at  risk   Good  SEO   makes  your   exis8ng  assets     more  valuable  
  7. 7.   Are  you  building  a  business   for  the  long  term?  
  8. 8. In the beginning SEO focused On 1990  -­‐  2000   2000  -­‐  2010   Keywords   Links                        
  9. 9. Cracks started to appear
  10. 10. BIG Changes Impacted Search
  11. 11. A brief history of SEO   Year   Key  Search  Engine  Algorithm  changes   2000   AdWords  launches  pushing  organic  results  down  the  page   2004   Change  targets  decep8ve  on  page  tac8cs  including  invisible  text,  meta  tag  stuffing  .There   is  an  increased  aNen8on  on  anchor  text  relevance.   2005   Search  results  are  personalised  to  the  user.     Changes  targets  paid  links,  link  farms  &  reciprocal  links   2007   Era  of  universal  search.  This  means  Google  starts  showing  blended  results  news,  videos,   images,  websites,  maps  etc   2009   Changes  put  an  increased  weight  on  domain  authority     2010   Google  Places  is  launched.   Brands  now  start  seeing  mul8ple  lis8ngs  in  the  search  which  pushes  visibility  of  other  sites   down.   Google  confirm  that  social  signals  are  taken  into  account   2011   Panda  Update  targets  sites  with  low  quality  &  duplicate  content.  Sites  with  thin  content,   content  farms  and  high  ad  to  content  ra8os  are  penalised.     Brands  are  once  again  favoured  with  brands  having  expanded  sitelinks.     2012   Penguin  –  targets  low  quality  links    (ar8cle  sites,  spun  ar8cles,  directories)   2013   Hummingbird  –understanding  meaning  in  search  &  providing  the  most  relevant  content   2014   Panda  Update  &  Payday  Loans  update  
  12. 12. #1   #2  
  13. 13. #1   #2  
  14. 14. #1   #2  
  15. 15. MORE VISIBLE
  17. 17. ABOVE THE FOLD
  18. 18. Source:  hNp://­‐serp-­‐a-­‐visual-­‐guide-­‐to-­‐google     ARE EVOLVING ARE YOU?
  19. 19.   One  thing  is  certain   Things  will  keep  changing    
  20. 20.   The  game  has  changed  –     it’s  Qme  to  evolve   Image  Source:  Bryan  Wright  Flickr  
  21. 21. What SEOs Focused On 1990-­‐1999   2000-­‐2009   2010-­‐present   Keywords   Links   Authority  &  Content                        
  22. 22. What SEOs Focused On Brands   Mobile  search   H1  tags   Keyword  Rich   Anchor  Text   Social  Signals   Quality  Content.   Write  for  users   Good  UX.   Site  Speed     Lots  of  backlinks   Ar8cle  syndica8on   hNp://­‐seo-­‐has-­‐changed/     Target  specific   keywords   Target  a  wider  range   of  keywords   Write  for  search   Engines  
  23. 23. What is Good SEO in 2014 ✖   ✔   Paid  links   Keyword  stuffing   Doorway  pages   Hidden  links   Reciprocal  links   Footer  links     Blog  comments  /  comment  spam   Directory  lis8ngs     Links  from  unrelated  websites   Over  Op8mized  anchor  text   Guest  blog  networks   Ar8cle  directories   Link  farms   Spun  ar8cles   Good  on  page  op8miza8on   Website  with  good  site  structure   Fast  loading  website   Mobile  op8mized  website   Engaging  website  –  low  bounce  rate   Original  content   Content  rich  &  relevant  website   Blogger  outreach     Relevant  directories     Greater  variety  of  keywords    
  24. 24. Focusing  on  the  Long  Tail   High  cost  &   CompeQQon   Low  cost  &   Risk   Low  probability   of  conversion   High  probability   of  conversion   1  word  phrases   e.g.  shoes   1  word  phrases     e.g.  “shoes”   2-­‐3  word  phrases     e.g.  “mens  shoes”   More  descripQve  phrases   e.g.  “red  Nike  mens  running  shoes”  
  25. 25. Key Learnings •  Search  engines  results  are  shrinking   •  Brands  people  love  will  always  win   •  Focus  on  earning  links  not  buying  them     •  Compliance  with  Google  Webmaster  Guidelines  cri8cal     •  Fixing  “bad  links”  is  expensive  and  can  take  8me  to  recover   •  A  customised  approach  is  required  for  different  markets     Image  Source:  hNp://­‐131290204    
  26. 26. 3 Pillars of Good SEO   SOCIAL SEO CONTENT
  27. 27. 3 Pillars of Good SEO SEO   •  Keyword  research   •  Site  &  URL  structure   •  Page  8tles  and   descrip8ons     •  Fast  website   •  Mobile  op8mised  website     •  Good  user  experience  –   page  engagement,  low   bounce  rate   •  Easy  to  navigate   •  About  us,  contact  us,   privacy,  disclaimer  pages   •  Addressing  technical   issues  e.g.  sitemaps,   schema,  duplicate   content,  image  &  video   op8misa8on   CONTENT   •  Expertly  wriNen   •  High  quality     •  Gramma8cally  correct     •  Op8mized  for   discoverability   •  These  are  not  $15  ar8cles.     SOCIAL   •  Enables  amplifica8on  of   content     •  Helps  your  content    be   found,  consumed  and   shared  
  28. 28. SEO + Social + Content Pros     þ  Provide  a  posi8ve  customer   experience   þ  Compliant  with  Google   Webmaster  guidelines   þ  Less  risky  than  tradi8onal  link-­‐ building   þ  Posi8ons  your  business  as  an   authority     þ  Increases  sales  –  people  like   doing  business  with  leaders   þ  Not  single  plamorm  reliant   þ  Helps  build  a  sustainable  model   for  the  long  term   ¥  Like  tradi8onal  SEO,  it  can  take   long  8me  to  get  trac8on   ¥  Require  huge  amount  of  8me   and  aNen8on  to  be  successful     ¥  Content  needs  to  be  good   enough  to  earn  aNen8on   ¥  Needs  to  be  op8mized     ¥  Doing  this  well  yourself  is  a   challenge  
  29. 29. In  markeQng,     diversity  =  strength    
  30. 30. The Case For Content •  People  gravitate  towards  brands  perceived   as  “leaders”     •  They  know  they  leaders  get  there  because   they  wouldn’t  be  leaders  unless  they   sa8sfied  the  needs  of  their  customers  first    
  31. 31. But I’ve tried writing content
  32. 32. Content Needs A Strategy
  33. 33. Type of Content Website   Buying  Guides   NewsleNers   Industry   Publica8ons   Case  Studies  
  34. 34. Why we write the content •  Helps  ensure  8melines  are  met   •  Ensures  content  remains  a  priority     •  Its  op8mised  &  integrated   •  We  use  professional  writers  who  are  experts  in   different  markets  &  know  how  to  write  for  the  web    
  35. 35. Impact of Social On SEO •  Google  &  Bing  publicly  state  they  take  social  signals  into   account  to  determine  rankings   –  December  2010     •  Google  state  they  don’t  take  Facebook  likes  and  TwiNer   Tweets  into  account  for  ranking  (for  now…)   –  January  2014   •  Studies  confirm  this,  however  Google+  is  shown  to  have  a   higher  correla8on  with  rankings  
  36. 36. So Why Social •  The  objec8ve  is  to  help  your  content  be:   – Found   – Consumed   – Shared   •  Your  content  should  aNract  links  naturally     •  Helps  keep  your  brand  top  of  mind  
  37. 37.   Great  content  isn’t  really  great  unQl  it  gets   found,  consumed  and  shared  
  38. 38. Social Media Amplification Website  /   Blog  
  39. 39. Other Amplification Techniques 1.  Blogger  /  Influencer  Outreach   2.  Public  Rela8ons     3.  Paid  adver8sing  e.g.     –  Facebook  ads   –  LinkedIn   –  Promoted  Tweets   –  Stumble  Upon     –  Outbrain  
  40. 40. Our SEO Process 1.  SEO  Audit   2.  Business   needs  analysis   3.  Determine   Objec8ves   4.  Target   audience   research   5.  Develop   buyer   persona’s   6.  Develop     content   strategy   7.  Create   content   8.  Content   op8misa8on     9.  Content   promo8on   10.  Tracking   and  analysis   11.  Measure   12.   Demonstrate   ROI  
  41. 41. Measuring Success Source:     hNp://­‐public-­‐rela8ons/the-­‐digi8za8on-­‐of-­‐research-­‐and-­‐measurement-­‐in-­‐public-­‐rela8ons/    
  42. 42. Key Benefits For You •  Not  dependent  on  one  plamorm   •  Google  proofing  your  business     –  ANract  links  naturally   •  Protect  yourself  from  risk     –  Compliant  with  Google  Webmaster  Guidelines   •  ANract  links  naturally   •  Protect  your  staff   •  BeNer  nights  sleep  
  43. 43. Key Benefits For Your Customer •  Improved  customer  journey  
  44. 44. What to Avoid •  Beware  of  companies  that:     –  Guarantee  first  page  ranking     •  No  one  can  guarantee  this     •  Guarantees  are  ouen  meaningless     –  Create  hidden  pages  on  other  people’s  website   –  Have  their  own  link  networks     •  Make  sure  you  are  not  ren8ng  links     •  Not  understanding  your  backlink  profile  
  45. 45.   Are  you  building  a  business   for  the  long  term?  
  46. 46. Thank  You     Any  ques8ons  or  feedback