Audience Engagement
Increasing Traffic & Sales
TIM GRICE – DIRECTOR OF SEARCH
Popularity
Citations
Social
Authority
Engagement
Anchor Text
Keywords
Links
Ranking Signals
PopularityEngagement
Ranking Signals
SEO Task List
Find relevant keywords
Add keywords to content
Build links (From anywhere)
Anchor text
£
Traffic You have to
Engage
YOUR SITE
Engage
“There is no
shortcut to
success.”
…Return to Search
Dwell Time?
“Your goal should be that when a visitor lands on your page, the
content answers all of their needs, encouragi...
Anyone Remember Panda?
Low quality content
Unclear or no call to actions
Poor navigation
Does your content serve the user
...
Where do we
Start?
Identify Poor Performance
Cross Reference with Keyword Data
Most Panda issues can
be solved through better
Engagement
How do we increase
Engagement?
Google
Analytics
Social
Listening
Market
Research
Customer
Feedback
Focus
Groups
Who are you trying
to Engage?
Blogs
Site Search
Competitors
Market
Research
Forums
Social Sites
Reviews
Keywords
Audience Reporting
Consumer Surveys
Relevant
User Experience
Fast
Comprehensive
Want
What
Can you get rankings without
Links?
Content Strategy
Manual Action/Panda
Manual Action Revoked
Content Strategy
No Link Building
Put your best content in
front of people.
Rankings without Links
20%
Bounce Reduction
200%
Time on Page
If you have enough links
to be in the top 5 you have
enough to be at the top.
What about
Popularity?
Your website has to be Popular
60,500
22,200
14,800
12,100
33,100
14,800
All things being equal,
branding wins…
Useful
Entertaining
News
Worthy
Insightful Provoke
Engagement
Audience
Led
Creative
TV
Outreach
PR
Display
Social
Paid Search
Creative
Apps
You’ll always rank position
‘1’ for brand search
2014 – The year of
building better websites.
tim.grice@branded3.com
@Tim_Grice
Thank You!
SEO & Audience Engagement - Internet World 2014
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SEO & Audience Engagement - Internet World 2014

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Google wants sites to rank that are genuinely engaging and popular. If your SEO strategy doesn't have a focus on engagement then you are not going to rank in the long term. Understand your users and the type of proposition they want to engage with, then focus on links and keywords.

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SEO & Audience Engagement - Internet World 2014

  1. 1. Audience Engagement Increasing Traffic & Sales TIM GRICE – DIRECTOR OF SEARCH
  2. 2. Popularity Citations Social Authority Engagement Anchor Text Keywords Links Ranking Signals
  3. 3. PopularityEngagement 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. “There is no shortcut to success.”
  7. 7. …Return to Search
  8. 8. Dwell Time? “Your goal should be that when a visitor lands on your page, the content answers all of their needs, encouraging their next action to remain with you. If your content does not encourage them to remain with you, they will leave. The search engines can get a sense of this by watching the dwell time. ” Duanne Forrester - Bing
  9. 9. Anyone Remember Panda? Low quality content Unclear or no call to actions Poor navigation Does your content serve the user …they leave
  10. 10. Where do we Start?
  11. 11. Identify Poor Performance
  12. 12. Cross Reference with Keyword Data
  13. 13. Most Panda issues can be solved through better Engagement
  14. 14. How do we increase Engagement?
  15. 15. Google Analytics Social Listening Market Research Customer Feedback Focus Groups Who are you trying to Engage?
  16. 16. Blogs Site Search Competitors Market Research Forums Social Sites Reviews Keywords
  17. 17. Audience Reporting
  18. 18. Consumer Surveys
  19. 19. Relevant User Experience Fast Comprehensive Want What
  20. 20. Can you get rankings without Links?
  21. 21. Content Strategy Manual Action/Panda Manual Action Revoked Content Strategy No Link Building
  22. 22. Put your best content in front of people.
  23. 23. Rankings without Links 20% Bounce Reduction 200% Time on Page
  24. 24. If you have enough links to be in the top 5 you have enough to be at the top.
  25. 25. What about Popularity?
  26. 26. Your website has to be Popular
  27. 27. 60,500 22,200 14,800 12,100 33,100 14,800 All things being equal, branding wins…
  28. 28. Useful Entertaining News Worthy Insightful Provoke Engagement Audience Led Creative
  29. 29. TV Outreach PR Display Social Paid Search Creative Apps
  30. 30. You’ll always rank position ‘1’ for brand search
  31. 31. 2014 – The year of building better websites.
  32. 32. tim.grice@branded3.com @Tim_Grice Thank You!
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