Engagement and Branding as ranking Signals - SEO - BrightonSEO 2014 April

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Tim Grice presents Engagment & Branding as ranking signals. A strategic overview of how these signals are affecting SEO and harming/benefiting online businesses organic visibility.

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Engagement and Branding as ranking Signals - SEO - BrightonSEO 2014 April

  1. 1. Engagement & Branding as Ranking Signals Tim Grice – Director of Search
  2. 2. Branding Citations Social Authority Engagement Anchor Text Keywords Links Ranking Signals
  3. 3. BrandingEngagement Ranking Signals
  4. 4. SEO Task List Find relevant keywords Add keywords to content Build links (From anywhere) Anchor text
  5. 5. £ Traffic You have to Engage YOUR SITE Engage
  6. 6. …Return to Search
  7. 7. Anyone Remember Panda? Low quality content Unclear or no call to actions Poor navigation Does your content serve the user …they leave
  8. 8. Where do we Start?
  9. 9. Identify Poor Performance
  10. 10. Cross Reference with Keyword Data
  11. 11. Most Panda issues can be solved through better Engagement
  12. 12. How do we increase Engagement?
  13. 13. Google Analytics Social Listening Market Research Customer Feedback Focus Groups Who are you trying to Engage?
  14. 14. Blogs Site Search Competitors Market Research Forums Social Sites Reviews Keywords
  15. 15. Audience Reporting
  16. 16. Consumer Surveys
  17. 17. Relevant User Experience Fast Comprehensive Want What
  18. 18. Content Strategy Manual Action/Panda Manual Action Revoked Content Strategy No Link Building
  19. 19. Put your best content in front of people.
  20. 20. Rankings without Links 20% Bounce Reduction 200% Time on Page
  21. 21. If you have enough links to be in the top 5 you have enough to be at the top.
  22. 22. What about Branding Popularity?
  23. 23. Your website has to be Popular
  24. 24. 60,500 22,200 14,800 12,100 33,100 14,800 All things being equal, branding wins…
  25. 25. Useful Entertaining News Worthy Insightful Provoke Engagement Audience Lead Creative
  26. 26. TV Outreach PR Display Social Paid Search Creative Apps
  27. 27. You’ll always rank position ‘1’ for brand search
  28. 28. 2014 – The year of building better websites.
  29. 29. Tim.grice@branded3.com @Tim_Grice Thank You!

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