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 …

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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  • 1. Avoid the SEO Rankings Trap & Get Back to Business
  • 2. Email: Chris.Butterworth@dejan.com.au Twitter: @cbutterworth_ Google Plus: plus.google.com/+DejanSEO Contact
  • 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 #1 - Common Risks with Outdated SEO Including why we’re in this mess in the first place and what to watch out for.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. • 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 #1 - Common Risks with Outdated SEO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. #2 – Benefits of Content Marketing
  • 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. • 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. • 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. [Show links to the blog of a site]
  • 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. • 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. [Slide showing some creative types - meme]
  • 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. • 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. • Identify Topics There’s more to talk about than just your business and your product. #4 –Develop Cost Effective Targeted Content
  • 16. Chris’s Plumbing Interior Design Home Safety DIY Tips Jokes About Plumbing Environmental Issues
  • 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. • 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. • Relationship Content Build relationships with people talking about your related topics. Develop a Range of Content
  • 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. • Relationship Content Build relationships with people talking about your related topics. • Informational Content Content which answers users questions. Develop a Range of Content
  • 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. • 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. • 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. • 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. #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. Email: Chris.Butterworth@dejan.com.au Twitter: @cbutterworth_ Dejan Profile: dejanseo.com.au/chris-butterworth There’s So Much More! Ask A Question.