It seems like everyone in SEO is always arguing over what makes the most impact – Tech, Links or Content? It’s a frequent discussion on social media, and causes a lot of to and fro, with everyone having their own opinions. Let’s explore what it REALLY is, and how the different elements of SEO can work together in harmony.

1. Tech vs Content vs Links
Natalie Arney | Freelance SEO Consultant
slideshare.net/NatalieArney
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2. #BrightonSEO @__nca
Hi,
I’m Nat.
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3. #BrightonSEO @__nca
I’ve worked agency side, freelance, and in-house,
for big brands and small brands, including...
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6. #BrightonSEO @__nca
Sorry, I’m here
to ruin your
fun...
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8. Chief
Engineer
Chief Stew
Junior Stew Junior Engineer
Engineer
Engineer
Stew
Stew
Captain
Chef
1st Mate
Bosun
Deckhand Deckhand

9. #BrightonSEO @__nca
Captain
● A highly experienced and professional skipper.
● You should have extensive and proven career history.
● You are responsible for the crew, guests and vessel.
● Every crew member and even visiting guests fall under your
command and you have the final say on all yacht decisions.

10. #BrightonSEO @__nca
Deck Crew
Responsible for:
● Ensuring safe navigation of vessels
● Safe handling
● Maintaining cargo on the vessels in good condition.

11. #BrightonSEO @__nca
Interior Team
● Service orientated
● Focus on finishing touches
● High detail required
● Ensures interiors, housekeeping, laundry and the
presentation of the vessel is spotless
● Food and drink service

12. #BrightonSEO @__nca
Engineering Team
Required to oversee and ensure that the electrical and engineering
of the yacht is operating without issues. Key for maintenance.
Must be:
● Flexible
● Willing to fix all kinds of problems
● Troubleshooting
● Think outside of the box

13. #BrightonSEO @__nca
Chef
● Cooks for guests
● Cooks for staff
● Plans menus
● Sources ingredients
● Takes part in service if required

14. #BrightonSEO @__nca
If you removed
one of those
teams, would
the ship still
sail?
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16. #BrightonSEO @__nca
Let’s get back
to basics….
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17. #BrightonSEO @__nca
Technical
SEO...
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18. #BrightonSEO @__nca
✓ The website and server
optimisations which help search
engine spiders to crawl and index
content more effectively
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19. #BrightonSEO @__nca
Content...
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20. #BrightonSEO @__nca
✓ Helps web pages to rank in search
engines
✓ Is the (intended) information the
searcher is looking for
✓ Helps users to progress through the
decision making process
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21. #BrightonSEO @__nca
External
links...
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22. #BrightonSEO @__nca
✓ Help content to be found
✓ Seen as external ‘votes’ on the
quality of the content
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24. #BrightonSEO @__nca
Ideal scenario...
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25. #BrightonSEO @__nca
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Link worthy content
External link External link
External link
Page Page
Page
Page Page
Page
Page Page
Page
Page Page

28. #BrightonSEO @__nca
To have as
much impact
from links as
possible you
need to have...
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29. #BrightonSEO @__nca
Good content
to link to
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30. #BrightonSEO @__nca
A crawlable
site which
passes equity
throughout
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31. #BrightonSEO @__nca
Decent links!
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32. On a scale of 1-
10, how effective
do you think link
building is in
influencing
organic search
rankings?...
Source: Aira state of link building report 2021

33. Do you believe
that link building
positively
influences
rankings?
Source: Aira state of link building report 2021

34. #BrightonSEO @__nca
Without content,
there’s nothing to
link to, nothing for
users to navigate,
nothing to get
context from...
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35. #BrightonSEO @__nca
Without tech,
there’s less control
over speed,
crawling,
indexation and
equity distribution
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36. #BrightonSEO @__nca
Without links,
there’s less trust
from external
sources and less
equity to pass
through the site
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37. Chief
Engineer
Chief Stew
Junior Stew Junior Engineer
Engineer
Engineer
Stew
Stew
Captain
Chef
1st Mate
Bosun
Deckhand Deckhand

38. #BrightonSEO @__nca
If you removed
one of those
teams, would
the ship still
sail?
@__nca

39. #BrightonSEO @__nca
Perhaps, but
not as
effectively
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40. #BrightonSEO @__nca
Let’s think
about SEO in
the same way
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41. #BrightonSEO @__nca
Less about
silos
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42. #BrightonSEO @__nca
Less about
competing
internal teams
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43. #BrightonSEO @__nca
Less about
rivalry between
the different
types of SEO
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44. #BrightonSEO @__nca
More about
working
together
towards a
common goal
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45. #BrightonSEO @__nca
… dare we
call it
‘Total SEO’?!
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47. #BrightonSEO @__nca
Got a good case study or perhaps a
great example of linkable content?
Tweet me @__nca
#BrightonSEO
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48. #BrightonSEO @__nca
“If I have to fix your problems what do
I need you for?”
- Capt. Lee
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49. #BrightonSEO @__nca
Twitter: @__nca
LinkedIn: in/natalie-arney-33844052/
Web: nataliearney.com
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