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You’ll never build a natural
link until you’re worth
talking about
Tim Grice – Head of Search
Keywords

Rankings
Links

Rankings
SEO

Google
Why?
It worked
Google are stupid
Everybody does it
It was cheap
This categorically does not
work anymore
Penalties
Manual Reviews

Review

Trigger

Applied
But also because…..
• Disavow Data
• Devaluation of other signals
• Network Discovery

• Webmasters are more inclined to r...
Unnatural Links
Bad Strategy

Penguin 2.0
Algorithms
2009 - Vince

“An algorithm that seemed to favour big brands,
as it was thought users could trust brands more”
2010 – May Day

“Sites with large-scale thin content were devalued, all
in attempt to give users better results”
2010 – Google Instant

“Faster results for users”
2010 – Social Signals
“Google & Bing confirm the incorporation of social
signals as part of the algorithm, leveraging user...
2011 – Panda
“Affected 12% of search results, devaluing thin
content, content farms, and websites that offered little
valu...
2012 – Search + Your World

“Further moves towards personalisation and the
incorporation of Google + user data”
2012 – Venice

“Provided users with more localised results”
2013 – Hummingbird

“Attempts to understand keyword associations
and user intent.”
SEO

Google
What Google Think?
Q:Want to use Google as a platform to sell?
A: Use Adwords, Shopping, Places.
Q:Want to add value, insi...
“How do I get to the top of Google?”
is the wrong question.
“How do I get so popular that
Google have no choice but to
rank me?” is the right question.
On site guidelines will always be in place.
Duplicate Content

• Canonical tags

•

• Schema

• Site Architecture

• Pagin...
But there is a reason Google doesn’t
issue link strategy guidelines
Let’s talk
The current

Sentiment

Engagement

NEWS
DESIGN

BUILD

Quality

Structure

CITATIONS

is listening to…

CONTENT

CONVERSA...
Tactics are fine but first
address your thinking.
Some questions…
•

Who are your audience?

•

What are they interested in?

•

What online conversations are they having?
...
Become genuinely interested
Interested in…
• In your industry
• In your audience
• In your customers
• In problem solving
• In adding value
Focus on their interests
You begin asking the right questions.
• What conversations are
people having?

• What would people find
helpful?

• What a...
Historic questions
What links do our competitors
have?

Do Google prefer in content
links?

What anchor text is best for
G...
Google want to know about

People
Let’s talk
Don’t pay
for links….

Pay for
a star
Oh, and did I mention Links?
Paid Media = Earned Links
Use cheap paid media to kick start
campaigns.

Contentious/Humorous content
works best.
Have a sense of humour
Have an opinion
“If you don’t focus on people your link strategy will not
stand the test of time”
Tim Grice Brand3

Link p...
Focusing on your audience
means you can forget about
your products.
Do your research and offer up
your findings.
You

Feeds the
A Strategy that meets multiple objectives
• Activates conversation around your business
• Puts in front of your target aud...
Customers will use an average of 10 resources
before making a decision to purchase
Summary
•
•
•
•
•

Put real effort into becoming the best result
Take an interest in people
Be worth talking about
Talk in...
Thank You
Tim.Grice@branded3.com
@Tim_Grice
#B3Seminar
@Branded_3
B3seminar oct tim final
B3seminar oct tim final
B3seminar oct tim final
B3seminar oct tim final
B3seminar oct tim final
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B3seminar oct tim final

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Slides from Branded3 seminar Oct 2013. Tim talks through link building in 2013, how thinking needs to change, and why you have to be worth talking about in order to generate natural links.

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  • So how do we implement Persuassive design? What can we do to connect more with our users?
  • Transcript of "B3seminar oct tim final"

    1. 1. You’ll never build a natural link until you’re worth talking about Tim Grice – Head of Search
    2. 2. Keywords Rankings
    3. 3. Links Rankings
    4. 4. SEO Google
    5. 5. Why?
    6. 6. It worked
    7. 7. Google are stupid
    8. 8. Everybody does it
    9. 9. It was cheap
    10. 10. This categorically does not work anymore
    11. 11. Penalties
    12. 12. Manual Reviews Review Trigger Applied
    13. 13. But also because….. • Disavow Data • Devaluation of other signals • Network Discovery • Webmasters are more inclined to report
    14. 14. Unnatural Links Bad Strategy Penguin 2.0
    15. 15. Algorithms
    16. 16. 2009 - Vince “An algorithm that seemed to favour big brands, as it was thought users could trust brands more”
    17. 17. 2010 – May Day “Sites with large-scale thin content were devalued, all in attempt to give users better results”
    18. 18. 2010 – Google Instant “Faster results for users”
    19. 19. 2010 – Social Signals “Google & Bing confirm the incorporation of social signals as part of the algorithm, leveraging user data from Facebook & Twitter”
    20. 20. 2011 – Panda “Affected 12% of search results, devaluing thin content, content farms, and websites that offered little value to the user”
    21. 21. 2012 – Search + Your World “Further moves towards personalisation and the incorporation of Google + user data”
    22. 22. 2012 – Venice “Provided users with more localised results”
    23. 23. 2013 – Hummingbird “Attempts to understand keyword associations and user intent.”
    24. 24. SEO Google
    25. 25. What Google Think? Q:Want to use Google as a platform to sell? A: Use Adwords, Shopping, Places. Q:Want to add value, insight and contribute to the conversation? A: SEO is your friend.
    26. 26. “How do I get to the top of Google?” is the wrong question.
    27. 27. “How do I get so popular that Google have no choice but to rank me?” is the right question.
    28. 28. On site guidelines will always be in place. Duplicate Content • Canonical tags • • Schema • Site Architecture • Pagination • Etc…… …and will always be important.
    29. 29. But there is a reason Google doesn’t issue link strategy guidelines
    30. 30. Let’s talk
    31. 31. The current Sentiment Engagement NEWS DESIGN BUILD Quality Structure CITATIONS is listening to… CONTENT CONVERSATIONS Authority BLOG Satisfaction SOCIAL Relevance Freshness
    32. 32. Tactics are fine but first address your thinking.
    33. 33. Some questions… • Who are your audience? • What are they interested in? • What online conversations are they having? • What do they need answers to?
    34. 34. Become genuinely interested
    35. 35. Interested in… • In your industry • In your audience • In your customers • In problem solving • In adding value
    36. 36. Focus on their interests
    37. 37. You begin asking the right questions. • What conversations are people having? • What would people find helpful? • What are people missing? • What do people find contentious • What do people find humorous? • What are people sharing?
    38. 38. Historic questions What links do our competitors have? Do Google prefer in content links? What anchor text is best for Google? Will Google penalise me for paid sidebar links? What is the ideal PageRank for a link? Is a link at the top of the page better than the bottom?
    39. 39. Google want to know about People
    40. 40. Let’s talk
    41. 41. Don’t pay for links…. Pay for a star
    42. 42. Oh, and did I mention Links?
    43. 43. Paid Media = Earned Links Use cheap paid media to kick start campaigns. Contentious/Humorous content works best.
    44. 44. Have a sense of humour
    45. 45. Have an opinion “If you don’t focus on people your link strategy will not stand the test of time” Tim Grice Brand3 Link please
    46. 46. Focusing on your audience means you can forget about your products.
    47. 47. Do your research and offer up your findings.
    48. 48. You Feeds the
    49. 49. A Strategy that meets multiple objectives • Activates conversation around your business • Puts in front of your target audience • Encourages and increases brand search • Generates shares and likes • Allows you to truly engage people and build relationships • Puts you in the ZMOT
    50. 50. Customers will use an average of 10 resources before making a decision to purchase
    51. 51. Summary • • • • • Put real effort into becoming the best result Take an interest in people Be worth talking about Talk in terms of your audience interests Add Value
    52. 52. Thank You Tim.Grice@branded3.com @Tim_Grice
    53. 53. #B3Seminar @Branded_3
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