Advanced SEO Strategies 2012Tim GriceHead of Search, Branded3
High Value, Natural Link Signals •   Why in Content? •   Anchor Text Variation •   „News‟ Strategy •   Freshness •   Devel...
In Content Links Work Better  •   More defendable  •   Less likely to be devalued  •   Compliment Outreach  •   More relev...
Anchor Text Variation• Old advice but still under used• Use „related searches‟ + Google Suggest• Avoids filters and adds v...
News Strategy Regular Content    Agree on         Re-write Content    Updates        Commentary  Push Story to    Publish ...
Why it works… • Mimic‟s the natural spread of content around   the web • Creates a natural link spike • Brand signals work...
„Fresh Rank‟• Google wants up to date content• A page can be deemed „fresh‟ through inbound links• Links placed in „crawle...
Freshness Test
Developing Natural Signals  •   Google improving link analysis  •   Anchor text variation and brand  •   Location of links...
Protecting Your Site Variation = Filter Protection
Anchor Text • Decide on 10 – 15 keywords per page • Use „Brand‟ and „Noise‟ signals • Use the Google Keyword tool/Suggest/...
Variation in Action!
Link Types“It‟s not all about metrics”
Paid Link Profile
Google Panda • Biggest Offences             > Internal duplicated content             > Cross domain duplication          ...
International SEO + hreflang • Google has issues with duplicated content across   international sites • Consolidate page s...
Competitor Strategies   6 Questions to ask:   •   What type of links are they?   •   What is the spread of authority?   • ...
The Links  •   Editorial links  •   Text links/Paid Links  •   Banner image links  •   Link Spam  •   Infographics / Socia...
Open Site Explorer
Authority Spread
Link Location http://blekko.com/
Majestic SEO • How aggressive are competitors? • Can you overtake them?
Infographics • Use Image Search to find linking sites
Social Link Strategy  • What news are they syndicating?  • What link bait ideas worked & who linked    to them?  • Where d...
Search Metrics • What content works best?
ROI + SEO • Much more difficult than Paid Search • Rarely develop ROI on a keyword basis • You need to understand where yo...
Cumulative SEO Benefit •   Decide on target keywords per page •   Estimate cumulative traffic •   Use average conversion d...
Opportunity Analysis                     Conversion                       Rate                   Opportunity              ...
Opportunity Analysis • Look for relevant keywords ranking   between 12 – 20 • Estimate potential traffic • Factor in avera...
Attack + Defend Strategy  • High value keywords need maintaining  • Attack terms can be moved into defence once    ranking...
Learning more… • Read SEOwizz.net & Blogstorm.co.uk • Email tim.grice@branded3.com for free SEO advice   or connect on Twi...
Upcoming SlideShare
Loading in...5
×

Search Marketing Theatre; Advanced SEO Strategies 2012

646

Published on

Published in: Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
646
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Search Marketing Theatre; Advanced SEO Strategies 2012

  1. 1. Advanced SEO Strategies 2012Tim GriceHead of Search, Branded3
  2. 2. High Value, Natural Link Signals • Why in Content? • Anchor Text Variation • „News‟ Strategy • Freshness • Developing Natural Signals
  3. 3. In Content Links Work Better • More defendable • Less likely to be devalued • Compliment Outreach • More relevant
  4. 4. Anchor Text Variation• Old advice but still under used• Use „related searches‟ + Google Suggest• Avoids filters and adds value
  5. 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. 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. 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. 8. Freshness Test
  9. 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. 10. Protecting Your Site Variation = Filter Protection
  11. 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. 12. Variation in Action!
  13. 13. Link Types“It‟s not all about metrics”
  14. 14. Paid Link Profile
  15. 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. 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. 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. 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. 19. Open Site Explorer
  20. 20. Authority Spread
  21. 21. Link Location http://blekko.com/
  22. 22. Majestic SEO • How aggressive are competitors? • Can you overtake them?
  23. 23. Infographics • Use Image Search to find linking sites
  24. 24. Social Link Strategy • What news are they syndicating? • What link bait ideas worked & who linked to them? • Where do they guest blog?
  25. 25. Search Metrics • What content works best?
  26. 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. 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. 28. Opportunity Analysis Conversion Rate Opportunity Potential Ranking Traffic
  29. 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. 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. 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
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×