How To Take Your SEO Into The Future

How to Take SEO into the Future Saturday 10 th September David Naylor

About Me Owner of Bronco, with Becky Leading search marketing agency Been in SEO for 13 – 14 years Regular speaker at leading search conferences

What is SEO 2.0? Is it just a buzz word or a defined technique? SEO is constantly evolving, need to stay ahead and follow latest Google signals Main goal is to still strive for AUTHORITY Need to futureproof rankings

What’s changed? Universal search and personalisation The rise of the social networks Google stepping into social (Wave & Buzz predate Google+) Recent Google updates - Panda

What hasn’t changed? Google wanting you to build sites for USERS and not for search engines

What was Panda?
Sites that got hit:
Had weak content pages
Had links from sites that got hit
Were over affiliated
Were poor for the user

What did Panda look like? Data: SearchMetrics

What is still important? ON PAGE: Good title tags, headings, unique content Good site structure in coding & speed Good on page linkage

On page To be worthy for Visitors & Google, not just Google More about long tail search traffic, than all focused on main terms Add some conversion tracking too & optimise for visitors

Off Page Ranking algorithm still heavily weighted to links Link landscapes and link profiling changing Plenty of keyword ranking penalties being handed out for overcooking

Link Landscapes

Off Page Need to mix up your links to match industry profiles – source and extend link types that are missing from profile Branded links, keyword anchor, domain anchor, phrase + keyword anchor and plenty of “other” anchors.

A bit on links – key facts A quick to find link is often not the one you want Link building is very hard to do right – Quality vs Quantity (Use SearchMetrics to see if a potential link partner has been hit!)

Be smart with data Rankings are a moving target – need to develop new ideas to keep authority Data overload – need to know how to use effectively, be analytical Find new keywords, untapped traffic streams, good conversion points

SEO 2.0, SEO for the future Take a more holistic approach, use many different techniques Build up brand and dominate 1 st page real estate Build strong community & interact with users

Ways to improve presence Google News & RSS – quality, interesting, worthy, unique content Google Shopping – long tail results Google Adwords – build brand awareness (doesn’t help rankings)

Ways to improve presence Blog – adds extra content & personality, include share buttons Videos & Images – Youtube channel, good content for visitors Reviews – Adds UGC and helps build brand profile

Ways to improve presence Twitter / Facebook – social media presence . Needs regular tweets & updates, and interaction Stumbleupon / LinkedIn / Digg / Reddit – plenty of sites to build social profiles

Ways to improve presence Voucher Codes / Groupon – offer a reason for people to visit & recommend Affiliate Scheme – run a good program so affiliates work for you (Keep an eye on who’s promoting you)

Google +1 Google +1 is a ranking factor (what %?) Signal of relevance, a vote of trust by users Google can spot trends, enhance quality scores, detect interactions, deliver more tailored results

Social media activity Do you need social media activity to rank better? RT’s and Likes are signals – harder for Google with Facebook Nofollowed links on Twitter are followed if the right criteria is met !

If I was building a site…Part 1 Good brandable domain with equity Build a clean site, aim for Authority, but include user interaction points Good structure, well SEO’d, unique content No monetisation initially

Part 2 Extensive keyword research Get into Google News – with “follow the sun” writers Set up triggers for topical articles to be written and published quickly

Part 2 Mix up with relevant social accounts Look for News aggregator partners Bring in brand only link building Run with this until around 20,000 visitors per day

Part 3 Continue to engage using social media Start to monetise the news articles – Ajax inserts Heavier PR link push into the main site

Part 4 Once authority has been built, push for the big traffic terms with on page and off page SEO Build more authority through link building and gain higher ranking for big terms while still pushing out great content.

So….Top survival tips
Keep learning from Google
Use traditional SEO well
Create good worthy content
Engage with social media & maintain
Find the footprint that suits your sector
Work hard

And finally…. What does the future hold?

Any Questions? David Naylor Twitter: @davenaylor Email: dave@bronco.co.uk www.davidnaylor.co.uk www.bronco.co.uk

How To Take Your SEO Into The Future

by iGB Affiliate on Dec 08, 2011

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