Internet World: Audience Engagement - Tim Grice


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Ecommerce SEO has predominantly been about getting as many products as possible indexed and visible within search engines. In order to perform organically Ecommerce businesses need to think more like publishers, deciding on the best strategies to engage their audience and ensuring they have answers to questions during the consideration process.

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Internet World: Audience Engagement - Tim Grice

  1. 1. B3 Audience Engagement Increasing Traffic & Sales TIM GRICE – DIRECTOR OF SEARCH
  2. 2. B3 Popularity Citations Social Authority Engagement Anchor Text Keywords Links Ranking Signals
  3. 3. B3 PopularityEngagement Ranking Signals
  4. 4. B3 SEO Task List Find relevant keywords Add keywords to content Build links (From anywhere) Anchor text
  5. 5. B3 £ Traffic You have to Engage YOUR SITE Engage
  6. 6. B3 “There is no shortcut to success.”
  7. 7. B3 …Return to Search
  8. 8. B3 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. B3 Anyone Remember Panda? Low quality content Unclear or no call to actions Poor navigation Does your content serve the user …they leave
  10. 10. B3 Identify Poor Performance
  11. 11. B3 Cross Reference with Keyword Data
  12. 12. B3 Most Panda issues can be solved through better Engagement
  13. 13. B3 Google Analytics Social Listening Market Research Customer Feedback Focus Groups Who are you trying to Engage?
  14. 14. B3 Blogs Site Search Competitors Market Research Forums Social Sites Reviews Keywords
  15. 15. B3 Audience Reporting
  16. 16. B3 Relevant User Experience Fast Comprehensive Want What
  17. 17. B3 Content Strategy Manual Action/Panda Manual Action Revoked Content Strategy No Link Building
  18. 18. B3 Put your best content in front of people.
  19. 19. B3 Rankings without Links 20% Bounce Reduction 200% Time on Page
  20. 20. B3 If you have enough links to be in the top 5 you have enough to be at the top.
  21. 21. B3 Your website has to be Popular
  22. 22. B3 60,500 22,200 14,800 12,100 33,100 14,800 All things being equal, branding wins…
  23. 23. B3 Useful Entertaining News Worthy Insightful Provoke Engagement Audience Led Creative
  24. 24. B3 TV Outreach PR Display Social Paid Search Creative Apps Brand Search
  25. 25. B3 You’ll always rank position ‘1’ for brand search
  26. 26. B3
  27. 27. B3 2014 – The year of building better websites.