The Importance of Authenticity - Stefan Hull - #BrightonSEO


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Originally presented at Google can spot the difference between sites using tired, old tricks to simulate relevance and brands which are genuinely relevant to searchers.

Successful, relevant brands need to understand how travellers and shoppers navigate the web to research, shortlist, compare and make purchases. And what influences them as they make those journeys. Propellernet calls it Authentic Search™ and it delivers genuine brand authority and superb results.

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The Importance of Authenticity - Stefan Hull - #BrightonSEO

  1. 1. The importance of authenticityStefan Hull, Propellernet<br />
  2. 2. Authenticity...<br />Refers to the truthfulness of origins, attributions, sincerity, devotion and intentions.<br />Source: Wikipedia<br />
  3. 3. Why we need to ‘keep it real’<br />
  4. 4. Now and in the future<br />What are the links that will stand the test of time? It is an editorial link by someone that’s informed... they are not tricked; there is no bait and switch involved.<br />Source: Matt Cutts (Google) (2008)<br />
  5. 5. And the bigger picture<br />We expect online… marketing campaigns to be transparent so consumers can clearly tell when blogs [and] posts... have been published in return for payment or payment in kind <br />Heather Clayton (Senior Director – OFT)<br />
  6. 6. Authentication...<br />The act of establishing or confirming something as authentic, that is, that claims made by or about the subject are true<br />Source: Wikipedia<br />
  7. 7. Authentication is aboutunderstanding Google<br />Configure<br />Create<br />Cultivate<br />What needs doing<br />Structure<br />Content<br />Authority<br />What<br />Google<br />values<br />Acquire<br />Capitalise<br />Transform<br />Delivering these results<br />
  8. 8. Authenticity is aboutunderstanding customers<br />
  9. 9. And what motivates them<br />Booke.g. hotel names<br />Awarenesse.g. broad generics<br />Researche.g. cheap, size,<br />location, material<br />Evaluatee.g. best, cheapest <br />Commit<br />e.g. product and/or brand<br />Structure<br />?<br />?<br />?<br />?<br />?<br />Content<br />?<br />?<br />?<br />Authority<br />?<br />?<br />?<br />?<br />Running shoes<br />Cheap running shoes<br />Size 9 running shoes<br />Running shoes for flat feet<br />Best running shoes for women<br />Best running shoes for shin splints<br />Asics GT2160 running shoes<br />Search Groups<br />
  10. 10. It’s about influence<br />
  11. 11. levering great content<br />
  12. 12. Making it real<br />
  13. 13. Delivering authority<br />Running shoes<br />Cheap running shoes<br />Mens running shoes<br />Configure<br />Create<br />Cultivate<br />On-page SEO<br />PPC<br />Search personas:<br />Entry level<br />Intermediate<br />Hardcore<br />Target media:National<br />Title tags<br />Internal links<br />Refine options<br />PPC campaign restructure<br />On-page copy<br />Video – A guide to choosing running shoes<br />Features – “Running in Winter”, “Running for Beginners” etc.<br />Product Placement – “Best Kit for Winter”<br />Badge scheme – Official kit reviewer<br />
  14. 14. Using content<br /><ul><li>Traffic to the video advice page has increased by nearly 60%
  15. 15. Revenue has increased by nearly 80% over the same comparison period
  16. 16. The conversion rate has tripled to more than 9%</li></li></ul><li>That delivers authority<br />
  17. 17. Through key influencers<br />
  18. 18. Using push and pull tactics<br />
  19. 19. To deliver success<br />#1 for ‘running shoes’ in Google<br />#1 and #2 for ‘cheap running shoes’<br />#1 for ‘running shoes advice’<br />
  20. 20. In summary<br />Is your search strategy authentic?<br />Will Google authenticate you as a genuine authority?<br />Is your authenticity based on an understanding of what motivates your customers?<br />