2. High Value, Natural Link Signals
• Why in Content?
• Anchor Text Variation
• „News‟ Strategy
• Freshness
• Developing Natural Signals
3. In Content Links Work Better
• More defendable
• Less likely to be devalued
• Compliment Outreach
• More relevant
4. Anchor Text Variation
• Old advice but still under used
• Use „related searches‟ + Google Suggest
• Avoids filters and adds value
5. News Strategy
Regular Content Agree on Re-write Content
Updates Commentary
Push Story to Publish through Incorporate
Sourced Blogs news sites Brand
Spread Story Monitor Alerts for
Syndication Through Social Link
Media Opportunities
6. Why it works…
• Mimic‟s the natural spread of content around
the web
• Creates a natural link spike
• Brand signals work
• A natural spread of authority
7. „Fresh Rank‟
• Google wants up to date content
• A page can be deemed „fresh‟ through inbound links
• Links placed in „crawled‟ content have low value
9. Developing Natural Signals
• Google improving link analysis
• Anchor text variation and brand
• Location of links
• Authority spread of incoming links
• Justify your links
• Targeting „high‟ metrics only, is a mistake
11. Anchor Text
• Decide on 10 – 15 keywords per page
• Use „Brand‟ and „Noise‟ signals
• Use the Google Keyword tool/Suggest/Related
Searches
• Helps understand the true SEO value of a page
15. Google Panda
• Biggest Offences
> Internal duplicated content
> Cross domain duplication
> Pagination issues
> Thin pages
• SEO teams need be involved in every site update
• Panda is not a link based algorithm
16. International SEO + hreflang
• Google has issues with duplicated content across
international sites
• Consolidate page signals using the language tag
• Canonical link same language sites back to the
master domain (.com, .ie, .co.uk, .ca etc…)
• All sites benefit from the authority of the canonical
domain
17. Competitor Strategies
6 Questions to ask:
• What type of links are they?
• What is the spread of authority?
• Which countries do they come from?
• Which sites do they publish content on?
• At what rate are they building links?
• What is their overall PR/Social Strategy?
18. The Links
• Editorial links
• Text links/Paid Links
• Banner image links
• Link Spam
• Infographics / Social Links
• Bookmarking & Forums
Always pick the better links to copy, these are the
ones with the most longevity.
26. ROI + SEO
• Much more difficult than Paid Search
• Rarely develop ROI on a keyword basis
• You need to understand where your biggest
opportunities are
• Best to measure ROI on a page basis
27. Cumulative SEO Benefit
• Decide on target keywords per page
• Estimate cumulative traffic
• Use average conversion data to estimate value
• Expect to wait 12 months to break even
29. Opportunity Analysis
• Look for relevant keywords ranking
between 12 – 20
• Estimate potential traffic
• Factor in average conversion rate
• Quickest avenue to ROI
• Can use multiple API‟s to automatically process
30. Attack + Defend Strategy
• High value keywords need maintaining
• Attack terms can be moved into defence once
rankings achieved
• Less effort needed to defend keywords
• Allows you to target more terms without
increasing budgets
31. Learning more…
• Read SEOwizz.net & Blogstorm.co.uk
• Email tim.grice@branded3.com for free SEO advice
or connect on Twitter @tim_grice
• Visit our website www.branded3.com
