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Search Marketing Theatre; Advanced SEO Strategies 2012
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Search Marketing Theatre; Advanced SEO Strategies 2012


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  • 1. Advanced SEO Strategies 2012Tim GriceHead of Search, Branded3
  • 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
  • 8. Freshness Test
  • 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
  • 10. Protecting Your Site Variation = Filter Protection
  • 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
  • 12. Variation in Action!
  • 13. Link Types“It‟s not all about metrics”
  • 14. Paid Link Profile
  • 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,, .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 the 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.
  • 19. Open Site Explorer
  • 20. Authority Spread
  • 21. Link Location
  • 22. Majestic SEO • How aggressive are competitors? • Can you overtake them?
  • 23. Infographics • Use Image Search to find linking sites
  • 24. Social Link Strategy • What news are they syndicating? • What link bait ideas worked & who linked to them? • Where do they guest blog?
  • 25. Search Metrics • What content works best?
  • 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
  • 28. Opportunity Analysis Conversion Rate Opportunity Potential Ranking Traffic
  • 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 & • Email for free SEO advice or connect on Twitter @tim_grice • Visit our website