Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
POLEMIC
D I G I T A L
SEO:
Winning the Google Search Wars
Digital DNA
15 October 2015
POLEMIC
D I G I T A L
About Barry Adams
• Founder of expert SEO consultancy Polemic Digital
• Dutch (yes, really)
• Twitte...
POLEMIC
D I G I T A L
The Value of
Search Engine Optimisation
POLEMIC
D I G I T A L
UK Online Market
• UK internet economy to make up
approximately 10% of GDP in 2015 (± £160
billion)
...
POLEMIC
D I G I T A L
Search Engine Market
• UK Search Engine Market:
Google: 90%
Bing: 6%
Yahoo: 3%
Other: 1%
• Googl...
POLEMIC
D I G I T A L
Search Engine Results Page
POLEMIC
D I G I T A L
Search Engine User Behaviour
70%+ of clicks on search results are on the organic listings
30% of use...
POLEMIC
D I G I T A L
SERP* Click Through Rate
In Google’s search results, first place matters.
*SERP = Search Engine Resu...
POLEMIC
D I G I T A L
The Three Pillars of SEO
POLEMIC
D I G I T A L
The Three Pillars of SEO
Technology
Relevance
Authority
Relevance
Technology Technology
POLEMIC
D I G I T A L
Technology: Website & Server
• HTML code quality
• Site indexing
• Mobile Friendly
• Load Speed
• St...
POLEMIC
D I G I T A L
Relevance: On-site Optimisation
• Keyword Focus
• Navigation Structure
• Title tags
• Meta descripti...
POLEMIC
D I G I T A L
Authority: Links
• Number of links & linking domains
• Quality of links
• Anchor texts
• Link releva...
POLEMIC
D I G I T A L
Authority
TechnologyRelevance
Overlap
POLEMIC
D I G I T A L
Content Marketing
POLEMIC
D I G I T A L
Content Strategy
“A content strategy for a website is a plan for
the creation, publication, distribu...
POLEMIC
D I G I T A L
Content Strategy for SEO
• Optimised content will contain the right
keywords in the right places, th...
POLEMIC
D I G I T A L
Aspects of a Content Strategy
1. Set Objectives
2. Define Your Audience
3. Create a Content Calendar...
POLEMIC
D I G I T A L
Matching Content with Search Intent
Write content to match
search intent at various
stages of the sa...
POLEMIC
D I G I T A L
Content Marketing Case Study
POLEMIC
D I G I T A L
DigitalPrinting.co.uk
• Online print on-demand
• New brand, new website, no history
• Competitors:
...
POLEMIC
D I G I T A L
The Strategy
Solid Technical SEO
Great on-page optimisation
Content marketing:
1 blog post (almo...
POLEMIC
D I G I T A L
Blog Posts
• Focused on the concerns of print buyers
What are their issues?
What would they search...
POLEMIC
D I G I T A L
Infographics
POLEMIC
D I G I T A L
Social Sharing
• Content is useless of no one sees it
• Share abundantly on relevant social networks...
POLEMIC
D I G I T A L
The Results
• Visitors from organic traffic increased 1300% year-on-year
• Transactions from organic...
POLEMIC
D I G I T A L
Linkbuilding
POLEMIC
D I G I T A L
Links are crucial
• Content alone is not enough to build
authority.
• Approximately 50%-60% of Googl...
POLEMIC
D I G I T A L
But… Google doesn’t like linkbuilding
“Any links intended to manipulate PageRank or a
site's ranking...
POLEMIC
D I G I T A L
So what’s a SEO to do?
• We have to tread carefully and ensure that we
acquire only ‘natural’ links....
POLEMIC
D I G I T A L
Outreach Linkbuilding
‘Outreach’ is basically PR for SEO purposes;
1. Research link prospects
2. App...
POLEMIC
D I G I T A L
Outreach Linkbuilding Case Study
POLEMIC
D I G I T A L
TargetDry.com
• Manufacturer of outdoor waterproof clothing
• Competitors:
Regatta
Cotswold
Mount...
POLEMIC
D I G I T A L
The Strategy
Targeted blogger outreach;
Outdoor bloggers
Fashion bloggers
Lifestyle bloggers
Se...
POLEMIC
D I G I T A L
POLEMIC
D I G I T A L
The Results
• Visitors from organic traffic have grown by 42%
• New visitors grown by 45%
• Transact...
POLEMIC
D I G I T A L
Questions?
barry@polemicdigital.com
www.polemicdigital.com
twitter.com/polemicdigital
twitter.com/ba...
You’ve finished this document.
Download and read it offline.
Upcoming SlideShare
What's New in SEO
Next
Upcoming SlideShare
What's New in SEO
Next
Download to read offline and view in fullscreen.

Share

SEO: Winning the Google Search Wars

Download to read offline

Slides from my talk at Digital DNA 2015 in Belfast, where I spoke about the three pillars of SEO and the two main SEO tactics: content marketing and outreach linkbuilding.

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all
  • Be the first to like this

SEO: Winning the Google Search Wars

  1. 1. POLEMIC D I G I T A L SEO: Winning the Google Search Wars Digital DNA 15 October 2015
  2. 2. POLEMIC D I G I T A L About Barry Adams • Founder of expert SEO consultancy Polemic Digital • Dutch (yes, really) • Twitter ranter: @badams • Lecturer on SEO, UX & Digital Strategy • Editor & blogger for StateofDigital.com • Also blogs at PolemicDigital.com/blog • 2014 DANI Digital Industries Person of the Year
  3. 3. POLEMIC D I G I T A L The Value of Search Engine Optimisation
  4. 4. POLEMIC D I G I T A L UK Online Market • UK internet economy to make up approximately 10% of GDP in 2015 (± £160 billion) • 93% of online purchases start with a search engine query • 81% of consumers will research products online before making a major buying decision
  5. 5. POLEMIC D I G I T A L Search Engine Market • UK Search Engine Market: Google: 90% Bing: 6% Yahoo: 3% Other: 1% • Google handles 115 billion searches a month That’s over 44,000 search queries every second Google Bing Yahoo Other
  6. 6. POLEMIC D I G I T A L Search Engine Results Page
  7. 7. POLEMIC D I G I T A L Search Engine User Behaviour 70%+ of clicks on search results are on the organic listings 30% of users click here and on the right (Paid listings) 70% of users click here (Organic listings)
  8. 8. POLEMIC D I G I T A L SERP* Click Through Rate In Google’s search results, first place matters. *SERP = Search Engine Results Page Source: http://bada.ms/ctrstudy
  9. 9. POLEMIC D I G I T A L The Three Pillars of SEO
  10. 10. POLEMIC D I G I T A L The Three Pillars of SEO Technology Relevance Authority Relevance Technology Technology
  11. 11. POLEMIC D I G I T A L Technology: Website & Server • HTML code quality • Site indexing • Mobile Friendly • Load Speed • Structured Data Technology
  12. 12. POLEMIC D I G I T A L Relevance: On-site Optimisation • Keyword Focus • Navigation Structure • Title tags • Meta descriptions • Body content • Blog content Relevance
  13. 13. POLEMIC D I G I T A L Authority: Links • Number of links & linking domains • Quality of links • Anchor texts • Link relevance Authority
  14. 14. POLEMIC D I G I T A L Authority TechnologyRelevance Overlap
  15. 15. POLEMIC D I G I T A L Content Marketing
  16. 16. POLEMIC D I G I T A L Content Strategy “A content strategy for a website is a plan for the creation, publication, distribution, and management of content in various formats – text, video, images, interactive – that helps establish the online brand as a leader in its industry.”
  17. 17. POLEMIC D I G I T A L Content Strategy for SEO • Optimised content will contain the right keywords in the right places, thus increasing the website’s relevance. • Engaging content will be shared and linked to, thus increasing the website’s authority.
  18. 18. POLEMIC D I G I T A L Aspects of a Content Strategy 1. Set Objectives 2. Define Your Audience 3. Create a Content Calendar 4. Plan Your Content Promotion 5. Engage With Your Readers 6. Measure & Refine
  19. 19. POLEMIC D I G I T A L Matching Content with Search Intent Write content to match search intent at various stages of the sales funnel
  20. 20. POLEMIC D I G I T A L Content Marketing Case Study
  21. 21. POLEMIC D I G I T A L DigitalPrinting.co.uk • Online print on-demand • New brand, new website, no history • Competitors: Moo.com Vistaprint Printed.com
  22. 22. POLEMIC D I G I T A L The Strategy Solid Technical SEO Great on-page optimisation Content marketing: 1 blog post (almost) every day Bi-monthly infographics
  23. 23. POLEMIC D I G I T A L Blog Posts • Focused on the concerns of print buyers What are their issues? What would they search for? How can we help them? • Examples of blog articles:  “5 tips for designing a roll up banner stand”  “How to survive your first ever exhibition or trade show”  “Top 10 things to remember when designing an A4 poster”  “Using printed brochures to tell a story”  “From design to print: how your leaflets are made”
  24. 24. POLEMIC D I G I T A L Infographics
  25. 25. POLEMIC D I G I T A L Social Sharing • Content is useless of no one sees it • Share abundantly on relevant social networks • Use paid promotions to win extra audience
  26. 26. POLEMIC D I G I T A L The Results • Visitors from organic traffic increased 1300% year-on-year • Transactions from organic traffic increased 20-fold • Conversion rate from organic traffic increased 98% from 1.44% to 2.84% • Top 10 ranking on Google.co.uk for 5 targeted keywords including 1st for “digital printing UK” and 2nd for “digital printing” (behind wikipedia)
  27. 27. POLEMIC D I G I T A L Linkbuilding
  28. 28. POLEMIC D I G I T A L Links are crucial • Content alone is not enough to build authority. • Approximately 50%-60% of Google’s ranking algorithms are link-based.
  29. 29. POLEMIC D I G I T A L But… Google doesn’t like linkbuilding “Any links intended to manipulate PageRank or a site's ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines.” Source: http://bada.ms/googleguidelines
  30. 30. POLEMIC D I G I T A L So what’s a SEO to do? • We have to tread carefully and ensure that we acquire only ‘natural’ links. • That means we have to earn them. • Earned links are (or appear to be) entirely valid recommendations from one website to another.
  31. 31. POLEMIC D I G I T A L Outreach Linkbuilding ‘Outreach’ is basically PR for SEO purposes; 1. Research link prospects 2. Approach them with a personalised message 3. Offer to write guest content for their website/blog 4. Include a link in that guest article It’s a lot of manual effort – exactly what Google intends.
  32. 32. POLEMIC D I G I T A L Outreach Linkbuilding Case Study
  33. 33. POLEMIC D I G I T A L TargetDry.com • Manufacturer of outdoor waterproof clothing • Competitors: Regatta Cotswold Mountainwarehouse • Limited link authority on targetdry.com
  34. 34. POLEMIC D I G I T A L The Strategy Targeted blogger outreach; Outdoor bloggers Fashion bloggers Lifestyle bloggers Send free product in return for a review + link
  35. 35. POLEMIC D I G I T A L
  36. 36. POLEMIC D I G I T A L The Results • Visitors from organic traffic have grown by 42% • New visitors grown by 45% • Transactions from organic traffic have grown by 40% • Conversion rate from organic traffic improved by 5%
  37. 37. POLEMIC D I G I T A L Questions? barry@polemicdigital.com www.polemicdigital.com twitter.com/polemicdigital twitter.com/badams

Slides from my talk at Digital DNA 2015 in Belfast, where I spoke about the three pillars of SEO and the two main SEO tactics: content marketing and outreach linkbuilding.

Views

Total views

2,033

On Slideshare

0

From embeds

0

Number of embeds

9

Actions

Downloads

19

Shares

0

Comments

0

Likes

0

×