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The Latest Advanced SEO & Link Strategies

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Presentation from Leeds Digital 2012 by Patrick Altoft

Presentation from Leeds Digital 2012 by Patrick Altoft

Published in: Technology
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  • 1. The Latest Advanced SEO & Link StrategiesB3The Latest Advanced SEO& Link Strategiesby Patrick Altoft
  • 2. The Latest Advanced SEO & Link StrategiesB3What I’m talking about• Making users love you• How great sites are winning the SEO race• How to make your site great• Being memorable• Content strategy• Getting social• Links
  • 3. The Latest Advanced SEO & Link StrategiesB3Do people love you?It’s unquantifiable, tough to explain to clients & impossibleto make a business case for but love is slowly & steadilybecoming part of the Google algorithmGoogle can tell whether people love your website & isrewarding the most loved websites with higher rankings.Panda downgraded sites that people didn’t love – whywouldn’t Google reward sites that people do love?
  • 4. The Latest Advanced SEO & Link StrategiesB3How can Google understand love? Hundreds of user engagement signals are analysed and fed into an artificial intelligence algorithm The algorithm learns how to detect whether users love a site or not (probably with the help of seed sites) Remember, Chrome has 33% market share & Analytics is in use on over 10m websites
  • 5. The Latest Advanced SEO & Link StrategiesB3How artificial intelligenceshapes the algorithm New algorithm • Based on what we know about sites that are loved, do we think that people love your site? Old Algorithm • Let’s score you on various trust signals & see how you perform
  • 6. The Latest Advanced SEO & Link StrategiesB3Poor quality sites just don’t perform as wellHistorically a mediocre company with a below average site could implement anaggressive link strategy based on mediocre links and generate top rankings.Now Google actively penalises for bad links rather than just devaluing them
  • 7. The Latest Advanced SEO & Link StrategiesB3Great sites are winning in 2012• Doing SEO for a great site is 10x easier than doing SEO for a mediocre site• For most companies this is the difference between success and failure in an SEO campaign ? Panda
  • 8. The Latest Advanced SEO & Link StrategiesB3People love John Lewis
  • 9. The Latest Advanced SEO & Link StrategiesB3People love M&S
  • 10. The Latest Advanced SEO & Link StrategiesB3What can I do?• Want to know how Google sees your site? Just ask your visitors.• Every site should be permanently asking for feedback from different groups of people• Adopt a mantra of continual improvement & use survey scores as a KPI• http://qualaroo.com
  • 11. The Latest Advanced SEO & Link StrategiesB3Content StrategyOur Data Insights team analysed visits across one of the UK’s largestretail ecommerce websites and found that users who engaged with apiece of content such as an article, forum thread or video on the sitebefore reaching a product or category page were 5 times more valuablethan users who arrived directly on a product or category page.Users who engage with quality content place more trust in the brand soconvert at a higher rate, purchase more products and have a greatertendency to make repeat purchasesIncreasing brand trust, improving conversion rates and encouraginglarger sale values are all vital elements of any digital marketing campaign
  • 12. The Latest Advanced SEO & Link StrategiesB3Attribution modellingAdding attribution modelling into the mix demonstrates even further why a strongcontent strategy is so important – on average non-brand organic SEO is 40% morevaluable than a traditional “last click wins” methodology would show.Content strategy increases assisted conversions
  • 13. The Latest Advanced SEO & Link StrategiesB3Content makes your site memorableOur research shows that 40% of ecommerce transactions are carried out24 hours or more after users first visit the website
  • 14. The Latest Advanced SEO & Link StrategiesB3Being memorableOnly 40% of revenue is attributable to users who buy on the first visit – most of yourcustomers will need to remember you and find you a second time
  • 15. The Latest Advanced SEO & Link StrategiesB3People are already doing this
  • 16. The Latest Advanced SEO & Link StrategiesB3Get socialMake somethingusers will loveEncourage themto share*This is the Twitter Analyticsinterface for verified users
  • 17. The Latest Advanced SEO & Link StrategiesB3Social SEO is not about fans & followersIt’s about engagement
  • 18. The Latest Advanced SEO & Link StrategiesB3Tweeting
  • 19. The Latest Advanced SEO & Link StrategiesB3Sharing
  • 20. The Latest Advanced SEO & Link StrategiesB3It’s not about growthLook at all the brands who have lost huge amounts of revenue due toPanda, Penguin and unnatural links.SEO is no longer just about growth.For some businesses SEO is just about forward thinking to protect marketshare and make sure the next major update doesn’t ruin your business.
  • 21. The Latest Advanced SEO & Link StrategiesB3Link strategyThe only way to future-proof your link strategy is to make links a naturalby-product of your normal marketing strategyAs you might expect, this isn’t easy. How many links does your marketingstrategy deliver every month at the moment?If you sit back and wait for links to arrive you won’t get enough to rank
  • 22. The Latest Advanced SEO & Link StrategiesB3Questions?Patrick@branded3.comhttp://www.branded3.com/

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