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A creative & strategic approach to link development is the difference between SEO success and failure - Propellernet
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A creative & strategic approach to link development is the difference between SEO success and failure - Propellernet

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Using case study examples, Gary Preston from Propellernet will talk about why a creative approach to link development will form an essential part of any successful SEO strategy. He will reveal how to ...

Using case study examples, Gary Preston from Propellernet will talk about why a creative approach to link development will form an essential part of any successful SEO strategy. He will reveal how to effectively prioritise your keyword targets and delve into how you can capture that keyword revenue potential through a creative link development strategy.

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  • Hello everybody.....my name is Gary Preston and I’m the Strategic Director at Propellernet Today I’m going to be talking about how you should be thinking about your link development in a more strategic and creative way Now I only have about 20 minutes today so I’m going to whizz through the slides as quickly as I can so we have enough time for questions at the end If you want to chat later please come and speak to me over at stand.....(point!)
  • I thought it might be useful to have a re-cap of what we’re trying to achieve through link development. As I see it there are 3 main objectives... Improved rankings for specific keywords that you know will have a direct impact on your business. This could be as a result of knowledge you’ve gained from an existing adwords campaign you’re running. It might even be the case that you’re gaining converting traffic from a keyword where you’re not in a top position. Therefore you want to boost that position and capture more of the share of search... This is all about obtaining links on websites that you know are in some way influencers to your potential customers... Primarily a tactic for larger sites with complicated link hierarchies . It might be the case that specific content isn't getting indexed so a link dev campaign is required to encourage crawlers to find the content.
  • So why is a creative approach to link development key? Well – the previous slide addresses the why we link build ...... Thought it would be useful to look at “how” people are generally link building right now... Well – we have directory submissions, free article sites, link exchanges, partnerships and on the more controversial side – Advertorials and site sponsorship...
  • Here is a picture of one of our SEO analysts and Creative PRs at Propellernet. Now I’ve been an SEO for close to 10 years now. Really the principles of SEO haven't changed all that much in this time. I don’t need to emphasise that editorial links should be part of your SEO programme. I’m not telling you anything new here. However, its one things knowing that its what you need to do – but then actually knowing how to get them is an entirely different thing altogether... So – a few years back.......we realised that we need to work directly alongside creative PR people that had years of experience of creating content and obtaining coverage for clients. If we could channel the creativity and communication skills of PR people via very clear SEO focussed briefs then we could deliver powerful SEO campaigns. If you want to know more about the creative approach and tactics then you should check out Lucy’s preso and come and speak to us at the stand...
  • Now we have a whole new world of link development tactics at our disposal......pretty exciting for an SEO! Now all the Tactics are explained in more detail in our brochure. However, I will be giving some specific examples later on in the presentation...
  • The Upshot is that deploying tactics which gain editorial links will give you the edge on the competition in a sustainable fashion.
  • So why prioritise? Even if you’ve created the best link development team in the world Nobody has unlimited time and money! If you do have unlimited money then our new bus people are going to love you! For everybody else your link dev activity really needs to show a clear ROI...
  • Essentially we’re looking to prioritise and get a brief together for the PR team. Sportsshoes have a site that offers thousands of products spanning multiple categories. The 3 main categorisations are Football, Running and Outdoors. What we need to do is work out the natural search revenue potential of each category. i.e. What if we ranked for Outdoor shoes, Walking boots, Hiking Boots then Running Shoes.....Running Trainers........Football boots etc.. Really this whole process is worthy of a 2 hour presentation in its own right! For now I can say that the running category was deemed to be the best target for SEO... How much search volume is there...how well would SportsShoes convert this traffic? Really this whole process is worthy of a 2 hour presentation in its own right! For now I can say that the running category was deemed to be the best target for SEO... This excerise is applicable to all sorts of industries.....here is a travel company we work with..
  • Nobody has unlimited time and resource!
  • Here is a top line overview of how the link profile looked for Sports Shoes before we started working with them. Lots of links coming into the home-page of the website..... Now as I mentioned before SportsShoes have thousands of products. The site is setup so that there is a unique URL for each way of searching for running shoes.. i.e. We have a running shoes page for each brand, we have running shoes pages by size.........size 8, size 9, size 10 etc.... These URLS are 2-3 levels deep in the link hierarchy and in some cases were not getting indexed by Google. Therefore our link development objectives were 2 fold. 1 – to drive generic keyword positions like “Running Shoes” and 2 – to get this content into and ranking.....
  • Once the targets have been set by the SEO analysts the creative team steps into action... 2 of the core tactics that they utlised were product placement and offering expert comment into relevant features...
  • Extension of the concept of offering equipment for testing to Journalists.... A core target audience for SportsShoes is the running enthusiast. Our team drew up a hit list of running clubs across the country that had websites. These clubs were offered the chance to review new products (and keep them!) If they agreed they were given a badge that was pre-coded to link back into the main running URL. Secondary benefits also come from blog content....
  • We covered a few of the creative tactics there.... The next few slides
  • Here is an example using one of our clients To Tuscany. They offer rental villas in Tuscany. They had a target of ranking for the keyword “villas in tuscany”. 12 months ago they were not in the top 100 for this keyword. They had optimised their content but had a weak link profile based primarily on directory submissions and a few paid links. Central to the creative process is to think about the motivations of your target customer to use your business. At propellernet we call these motivational personas... This example shows the Foodie persona. Once you’ve established that you want to speak to Foodies then you can begin to think about who are the key publishers online to this audience... Our team then come up with a number of feature ideas that are then pitched to the publications. Here are come examples – truffle hunting in tuscany etc... The key aim here was to obtain links to the home-page of the website ideally with the keywords “Tuscany” or Villas” in it.
  • Everything we do has an SEO objective And is therefore: MAPS BACK DIRECTLY TO CLIENTS BUSINESS OBJECTIVES MEASUREABLE SEO+PR = SEO-PR We combine our SEO understanding with a traditional PR approach to perform SEO PR for our clients WE have a dedicated team of SEO PR people in the UK - they’re not copy writers who place on The execution of editorial and creative content development techniques, to gain strategically relevant links
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A creative & strategic approach to link development is the difference between SEO success and failure - Propellernet A creative & strategic approach to link development is the difference between SEO success and failure - Propellernet Presentation Transcript

  • A creative & strategic approach to link development is the difference between SEO success and failure Gary Preston– Strategy Director
  • Today 30/04/10
    • Link development objectives
    • Why a creative approach is key
    • Defining link development targets
    • Using Customer Motivations
    • Tools to get you started
  • Objectives for Link Development in SEO
    • Improve individual rankings for target keywords
    • Gain links on websites that influence your customer
    • Improve indexation and the authority of your content
    • Its not about making this bigger!
  • 30/04/10 Easy to Deploy link development tactics... Are Easy to Replicate by your competitors... Why a creative approach is key
  • No Competitive Edge Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link You Competitor
  • SEO Analysts & PRs working in Harmony 30/04/10 Lucy - PR “ I’ve been doing this for years & now I can work out ROI from my PR coverage!” Rik – SEO Analyst “ I know where I need Editorial Links to point, but I don’t know how to sell-in to journalists & content publishers!” Creative SEOs + Creative PRs = SEO-PR
  • 30/04/10
  • Clear Winner... Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link You Competitor Quality Link Quality Link Quality Link Quality Link
  • Why prioritise your Link Development?
    • “ Even if you have the best link development team
    • in the world you still need to prioritise!”
    • Nobody has Unlimited:
    • Time
    • Money
    Target Link Development to areas of your site that will deliver ROI
  • Define Priority URLs for Link Development homepage £300k* sportsshoes.com/football/ £600k* sportsshoes.com/running/ £200k* sportsshoes.com/outdoors/ * Figures only used for illustration
  • Approach is applicable to all sites.. homepage £500k* sovereign.com/destinations/Cyprus £350k* sovereign.com/destinations/Portugal £400k* sovereign.com/destinations/Mexico External Link External Link External Link * Figures only used for illustration
  • A Link Development Strategy “ PageRank plus other factors determines how deep we'll go within a site.” Matt Cutts (Google Engineer) Enough PageRank flowing to this level so pages are indexed and gain visibility in SERPs = “ Long Tail” traffic To drive positions for generic keywords like “Running Shoes”, “Mens Running Shoes” etc. External Link External Link External Link External Link External Link External Link
  • Product Placement & Expert Comment 30/04/10
    • Post Christmas – big trend in getting fit...
    • Found key journalists who were training for Marathons. We asked them to test equipment....
  • Advocacy and Badge programme 23 rd April 2010
    • Clubs given an official “Kit Reviewer” Badge that links to the main “running” category URL
    • Blog Content = Review content for SEO & Conversion
  • This works... 30/04/10 Position 1 for “Running Shoes” 47% increase in all Non Brand Traffic from “Running” Keywords 75% increase in Revenue from “Running” Keywords
  • Getting Creative with your Link Development 30/04/10
    • These are examples of many tactics that we use
    • Which gain quality links.....
    • That powers your relevant content into top SERPS
  • Persona Driven Link Development 30/04/10 Position 1 for “Villas in Tuscany” 80% increase in all Non Brand Traffic 35% increase in Bookings
  • Think Personas & Target Media 30/04/10 Position 1 for “Airport Parking”
  • Finding Media Targets
    • Google itself! Use your understanding of the search behaviour of your target customers
    • Double Click Ad Planner (See top sites by Category)
    • Gorkana (media contact database)
    • Response Source (Journalist Requests)
    30/04/10
  • Changing Pre-conceptions
    • SEO-PR is much more than:
    • Optimising press releases to include keywords
    • Publishing press releases on online newswire services
    • Asking your PR team to ensure there is a link to the website
    30/04/10 But the above might be a good start ...
    • Everything we do has an SEO objective
    • SEO+PR = SEO-PR
      • “ The execution of editorial and creative content development techniques, to gain strategically relevant links ”
    How we define ‘Online PR’ 30/04/10
    • We are the best in the universe at link building
    • We have a strategic approach to our creative thinking
    • Our culture is one of healthy innovation
    • Customer led, underpinned by business case
  • We have broken free of silo thinking and are joining the dots for our clients – join us!
    • www.propellernet.co.uk
    • Twitter.com/propellernet