0
Avoid the SEO Rankings Trap &
Get Back to Business
Email: Chris.Butterworth@dejan.com.au
Twitter: @cbutterworth_
Google Plus: plus.google.com/+DejanSEO
Contact
#1 - Common Risks with Outdated SEO
Including why we’re in this mess in the first place and what to watch out for.
#2 - Th...
• Over Optimised Anchor Text
Too many links using targeted anchors to link to your site.
• Too Many Links from a Single So...
#2 – Benefits of Content Marketing
• Increases Organic Traffic
From long tail search, also increasing your visibility in the research phase of the buying
cyc...
• Increases Organic Traffic
From long tail search, also increasing your visibility in the research phase of the buying
cyc...
• Increases Organic Traffic
From long tail search, also increasing your visibility in the research phase of the buying
cyc...
[Show links to the blog of a site]
• A Blog or News Section
You should be able to add content to your site quickly and easily.
#3 – Requirements for Effectiv...
• A Blog or News Section
You should be able to add content to your site quickly and easily.
• Active Social Media Accounts...
[Slide showing some creative types - meme]
• A Blog or News Section
You should be able to add content to your site quickly and easily.
• Active Social Media Accounts...
• A Blog or News Section
You should be able to add content to your site quickly and easily.
• Active Social Media Accounts...
• Identify Topics
There’s more to talk about than just your business and your product.
#4 –Develop Cost Effective Targeted...
Chris’s
Plumbing
Interior
Design
Home Safety
DIY Tips
Jokes About
Plumbing
Environmental
Issues
• Identify Topics
There’s more to talk about than just your business and your product.
• Find Sharers
Use tools to find wh...
• Identify Topics
There’s more to talk about than just your business and your product.
• Find Sharers
Use tools to find wh...
• Relationship Content
Build relationships with people talking about your related topics.
Develop a Range of Content
• Relationship Content
Build relationships with people talking about your related topics.
• Social Content
Easily digestib...
• Relationship Content
Build relationships with people talking about your related topics.
• Informational Content
Content ...
• Relationship Content
Build relationships with people talking about your related topics.
• Informational Content
Content ...
• Relationship Content
Build relationships with people talking about your related topics.
• Informational Content
Content ...
• 619 Visits
Same as all organic traffic for January
• 258 Likes on the site
Compared to 30 on a good post
• Linked from U...
• Identify Topics
There’s more to talk about than just your business and your product.
• Find Sharers
Use tools to find wh...
#1 - Common Risks with Outdated SEO
Including why we’re in this mess in the first place and what to watch out for.
#2 - Th...
Email: Chris.Butterworth@dejan.com.au
Twitter: @cbutterworth_
Dejan Profile: dejanseo.com.au/chris-butterworth
There’s So ...
Avoiding the Rankings Trap & Getting Back to Business
Avoiding the Rankings Trap & Getting Back to Business
Avoiding the Rankings Trap & Getting Back to Business
Avoiding the Rankings Trap & Getting Back to Business
Avoiding the Rankings Trap & Getting Back to Business
Avoiding the Rankings Trap & Getting Back to Business
Avoiding the Rankings Trap & Getting Back to Business
Avoiding the Rankings Trap & Getting Back to Business
Avoiding the Rankings Trap & Getting Back to Business
Avoiding the Rankings Trap & Getting Back to Business
Avoiding the Rankings Trap & Getting Back to Business
Avoiding the Rankings Trap & Getting Back to Business
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Avoiding the Rankings Trap & Getting Back to Business

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Many common SEO tactics are becoming redundant, wasting money and increasing long term risk. Changing the approach from building links to building business relationships & content can increase traffic across multiple channels as well as increasing brand awareness, improving brand image and helping to drive conversions over the long term. Finding ways of developing content, stemming from everyday business processes can help make content marketing effective and affordable for ecommerce businesses.

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Transcript of "Avoiding the Rankings Trap & Getting Back to Business"

  1. 1. Avoid the SEO Rankings Trap & Get Back to Business
  2. 2. Email: Chris.Butterworth@dejan.com.au Twitter: @cbutterworth_ Google Plus: plus.google.com/+DejanSEO Contact
  3. 3. #1 - Common Risks with Outdated SEO Including why we’re in this mess in the first place and what to watch out for. #2 - The Benefits of Content Marketing How and why it works better than old fashioned methods of SEO. #3 - Requirements for Effective Content Marketing In terms of site infrastructure and team skills. #4 - How to Develop Cost Effective Targeted Content Including how to make content development part of your day to day business processes allowing you to get back to running your business. Takeaways
  4. 4. • Over Optimised Anchor Text Too many links using targeted anchors to link to your site. • Too Many Links from a Single Source or Link Type Links coming from the same types of content suggest manipulation. • Links Coming from Pages with Low Quality or Duplicate Content Either spun, copied, or just really, really boring. • Being Wholly Reliant on Google Businesses build up their links but add no other value to their site. #1 - Common Risks with Outdated SEO
  5. 5. #2 – Benefits of Content Marketing
  6. 6. • Increases Organic Traffic From long tail search, also increasing your visibility in the research phase of the buying cycle. #2 – Benefits of Content Marketing
  7. 7. • Increases Organic Traffic From long tail search, also increasing your visibility in the research phase of the buying cycle. • Provides More Meaningful Content for Sharing on Social Media Not just cat photos! • Increases Referral Traffic From legitimate links and shares. • Can Increase Brand Awareness & Direct Traffic Great content can be seen and shared beyond your immediate circle of reach. #2 – Benefits of Content Marketing
  8. 8. • Increases Organic Traffic From long tail search, also increasing your visibility in the research phase of the buying cycle. • Provides More Meaningful Content for Sharing on Social Media Not just cat photos! • Increases Referral Traffic From legitimate links and shares. • Can Increase Brand Awareness & Direct Traffic Great content can be seen and shared beyond your immediate circle of reach. • Provides Legitimate Reasons for Shares of & Links to your Site Many Businesses build up their Links but Add No Other Value to Their Site #2 – Benefits of Content Marketing
  9. 9. [Show links to the blog of a site]
  10. 10. • A Blog or News Section You should be able to add content to your site quickly and easily. #3 – Requirements for Effective Content Marketing
  11. 11. • A Blog or News Section You should be able to add content to your site quickly and easily. • Active Social Media Accounts or a Newsletter In order to “Get your stuff out there”. #3 – Requirements for Effective Content Marketing
  12. 12. [Slide showing some creative types - meme]
  13. 13. • A Blog or News Section You should be able to add content to your site quickly and easily. • Active Social Media Accounts or a Newsletter In order to “Get your stuff out there”. • A Content Team Find researchers, writers, graphic designers and programmers on platforms like ODesk. #3 – Requirements for Effective Content Marketing
  14. 14. • A Blog or News Section You should be able to add content to your site quickly and easily. • Active Social Media Accounts or a Newsletter In order to “Get your stuff out there”. • A Content Team Find researchers, writers, graphic designers and programmers on platforms like ODesk. • Staff Incentives Reasons for your staff to care and spend their own time getting involved. #3 – Requirements for Effective Content Marketing
  15. 15. • Identify Topics There’s more to talk about than just your business and your product. #4 –Develop Cost Effective Targeted Content
  16. 16. Chris’s Plumbing Interior Design Home Safety DIY Tips Jokes About Plumbing Environmental Issues
  17. 17. • Identify Topics There’s more to talk about than just your business and your product. • Find Sharers Use tools to find who’s already sharing content. #4 –Develop Cost Effective Targeted Content
  18. 18. • Identify Topics There’s more to talk about than just your business and your product. • Find Sharers Use tools to find who’s already sharing content. • Develop a Range of Content Different content types have different functions. #4 –Develop Cost Effective Targeted Content
  19. 19. • Relationship Content Build relationships with people talking about your related topics. Develop a Range of Content
  20. 20. • Relationship Content Build relationships with people talking about your related topics. • Social Content Easily digestible content that brings users back to your site from social. • Informational Content Content which answers users questions. • High Authority Content Addressing important issues. • Shareable Content Different content types have different functions. Develop a Range of Content
  21. 21. • Relationship Content Build relationships with people talking about your related topics. • Informational Content Content which answers users questions. Develop a Range of Content
  22. 22. • Relationship Content Build relationships with people talking about your related topics. • Informational Content Content which answers users questions. • Social Content Easily digestible content that brings users back to your site from social. • High Authority Content Addressing important issues. Develop a Range of Content
  23. 23. • Relationship Content Build relationships with people talking about your related topics. • Informational Content Content which answers users questions. • Social Content Easily digestible content that brings users back to your site from social. • High Authority Content Addressing important issues. Develop a Range of Content
  24. 24. • 619 Visits Same as all organic traffic for January • 258 Likes on the site Compared to 30 on a good post • Linked from University of Sydney Anesthesiology Dept.
  25. 25. • Identify Topics There’s more to talk about than just your business and your product. • Find Sharers Use tools to find who’s already sharing content. • Develop a Range of Content Different content types have different functions. • Share & Engage Build relationships with your users and others in the industry. #4 –Develop Cost Effective Targeted Content
  26. 26. #1 - Common Risks with Outdated SEO Including why we’re in this mess in the first place and what to watch out for. #2 - The Benefits of Content Marketing How and why it works better than old fashioned methods of SEO. #3 - Requirements for Effective Content Marketing In terms of site infrastructure and team skills. #4 - How to Develop Cost Effective Targeted Content Including how to make content development part of your day to day business processes allowing you to get back to running your business. Takeaways
  27. 27. Email: Chris.Butterworth@dejan.com.au Twitter: @cbutterworth_ Dejan Profile: dejanseo.com.au/chris-butterworth There’s So Much More! Ask A Question.
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