The Importance of Authenticity - Stefan Hull - #BrightonSEO
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The Importance of Authenticity - Stefan Hull - #BrightonSEO

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Originally presented at http://www.brightonseo.com Google can spot the difference between sites using tired, old tricks to simulate relevance and brands which are genuinely relevant to......

Originally presented at http://www.brightonseo.com Google can spot the difference between sites using tired, old tricks to simulate relevance and brands which are genuinely relevant to searchers.

Successful, relevant brands need to understand how travellers and shoppers navigate the web to research, shortlist, compare and make purchases. And what influences them as they make those journeys. Propellernet calls it Authentic Search™ and it delivers genuine brand authority and superb results.

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  • 1. The importance of authenticityStefan Hull, Propellernet
  • 2. Authenticity...
    Refers to the truthfulness of origins, attributions, sincerity, devotion and intentions.
    Source: Wikipedia
  • 3. Why we need to ‘keep it real’
  • 4. Now and in the future
    What are the links that will stand the test of time? It is an editorial link by someone that’s informed... they are not tricked; there is no bait and switch involved.
    Source: Matt Cutts (Google) (2008)
  • 5. And the bigger picture
    We expect online… marketing campaigns to be transparent so consumers can clearly tell when blogs [and] posts... have been published in return for payment or payment in kind
    Heather Clayton (Senior Director – OFT)
  • 6. Authentication...
    The act of establishing or confirming something as authentic, that is, that claims made by or about the subject are true
    Source: Wikipedia
  • 7. Authentication is aboutunderstanding Google
    Configure
    Create
    Cultivate
    What needs doing
    Structure
    Content
    Authority
    What
    Google
    values
    Acquire
    Capitalise
    Transform
    Delivering these results
  • 8. Authenticity is aboutunderstanding customers
  • 9. And what motivates them
    Booke.g. hotel names
    Awarenesse.g. broad generics
    Researche.g. cheap, size,
    location, material
    Evaluatee.g. best, cheapest
    Commit
    e.g. product and/or brand
    Structure
    ?
    ?
    ?
    ?
    ?
    Content
    ?
    ?
    ?
    Authority
    ?
    ?
    ?
    ?
    Running shoes
    Cheap running shoes
    Size 9 running shoes
    Running shoes for flat feet
    Best running shoes for women
    Best running shoes for shin splints
    Asics GT2160 running shoes
    Search Groups
  • 10. It’s about influence
  • 11. levering great content
  • 12. Making it real
  • 13. Delivering authority
    Running shoes
    Cheap running shoes
    Mens running shoes
    Configure
    Create
    Cultivate
    On-page SEO
    PPC
    Search personas:
    Entry level
    Intermediate
    Hardcore
    Target media:National
    Title tags
    Internal links
    Refine options
    PPC campaign restructure
    On-page copy
    Video – A guide to choosing running shoes
    Features – “Running in Winter”, “Running for Beginners” etc.
    Product Placement – “Best Kit for Winter”
    Badge scheme – Official kit reviewer
  • 14. Using content
    • Traffic to the video advice page has increased by nearly 60%
    • 15. Revenue has increased by nearly 80% over the same comparison period
    • 16. The conversion rate has tripled to more than 9%
  • That delivers authority
  • 17. Through key influencers
  • 18. Using push and pull tactics
  • 19. To deliver success
    #1 for ‘running shoes’ in Google
    #1 and #2 for ‘cheap running shoes’
    #1 for ‘running shoes advice’
  • 20. In summary
    Is your search strategy authentic?
    Will Google authenticate you as a genuine authority?
    Is your authenticity based on an understanding of what motivates your customers?