This session helps attendees understand how to develop SEO strategies which stand the test of time. Google's recent algorithm updates have changed the SEO landscape forever, and this coupled with the integration of social signals and the launch of Google+, makes for a very challenging landscape in which 'shortcut' SEO techniques will no longer drive results.

1. Future Proofing SEO Strategies
Future Proofing SEO Strategies
Tim Grice

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Why?

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Marketing

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Every SEO campaign needs something
to leverage.

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Social Promotions
Content Email
PR
SEO Offers

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Let’s Talk Links….

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Remove them
before we
remove you!

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No Excuse, The Disavow Tool is Live!

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And it works…..

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Don’t get hung up on metrics…..

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Don’t be afraid to remove links…..
But that link is on
a PR9 page!!

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Anything outside of ‘editorial’ is just advertising….

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You’ll Never Beat
The Algorithm!

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Build a Great Website
Create Great Content
Tell People About It

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Don’t chase the algorithm, work on what’s real….

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Branding

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Wasted Opportunity…

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No, algorithms aren’t perfect….
Really?
Unnatural Links

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Don’t Chase Competitors’ Bad Links
They’ve Probably Disavowed Them…

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Forget What, Think Why?

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Continue to fight the algorithm?
Panda
Unnatural Links
Penguin

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Let’s Talk Content…..

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Panda Issues
• Low quality articles/news/blog
• Spinning/boilerplate content
• Rewrites and duplication
• Structural issues = more duplication

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Some things to think about…..
• Social shares validate content ?
• Authorship = Ownership ?
• Engagement = Bounce rates, time on site, pages viewed ?
• Links = authoritative ?

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If a piece of content doesn’t warrant a share, it
probably doesn’t warrant a link….

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Reporting
• Bounce rates
• Time on site
• Shares
• Traffic
• Conversions
• Links

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An Integrated Approach

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SEO’s need to be better…

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What assets can we leverage?
Competitions
Data PR
Videos Charity Work
SEO
Images Content
USP Products

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Everybody has an opinion!

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News Strategy
Shortlist Target
News Brainstorm Launch Content
Sites
Rewrite Social Use Quote
Publish on Target
Sites

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Targeted Outreach?
• We spend so much time looking for link targets
• Content is placed on any relevant website
• Who is going to read it?
• Who is going to share it?
• Are we putting our content in front of the right people?

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If it was for Branded3?

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What about a much bigger audience?

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Followerwonk – Finding Influencers

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http://www.tweetarchivist.com

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Outreach List

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We can still use this…

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Guest
Post
Guest
Post
Targeted
Outreach
Landing
Page
Guest
Post
Targeted
Outreach
Guest
Post

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Justifying a Link
• Relevant
• Great Metrics
• High Traffic
• Socially active
• Target Audience

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It’s about SEO marketing not SEO manipulation.

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We can apply the same principles to content

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This is useful, but it’s not a content roadmap

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It’s not just about keywords….
Awareness Interest Consideration Purchase Retention Advocacy
• Blog • Demos • Benefits • Locators • Blog • Emails
Posts • Videos • Compare • Geo Posts • Newsletters
• News • Imagery • Features pages • News • Fan pages
• Video • Giveaways

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It’s about content persuasion not content manipulation.

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Every piece of content can be used to justify/earn links!

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Summary
• The industry needs to mature and stop fighting the algorithm
• Shortcuts will be short lived
• SEO is about Marketing and Persuasion, NOT manipulation
• You develop relationships with industry influencers… or become one!

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Ask Why not What.

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Questions
tim.grice@branded3.com
@tim_grice

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#B3Seminar
@Branded_3