Raise Your Google Ranking: A New Approach To SEO Breakfast Seminar February 2011
Introduction• About Ignition Search.• How we work with Madhouse.• Why SEO is a critical marketing channel.• Introduction to ranking signals.• How things have changed.• What you need to focus on.
The Value of SEO • 30.7m people in the UK searched on Google in May 2010. • Users are ‘active’ – already engaged in the purchase process. • Users now spend 64% more time using Google than three years ago. • 70% of companies include brand building as a primary objective of SEO. • Around 80% of Google users are actively looking for products/services.
Traditional Vs New SEOTraditionally SEO was ‘just’ web site optimisation, specifically:Search Friendly + Relevant content + Backlinks = Ranking.This did and still does form the backbone to ranking. But.....• Google Places / Local search integration• Google Instant• Real Time Search• Website Preview• Web History Google keeps developing and evolving, bringing new innovations to users and tweaking its algorithms to improve relevancy.
Your Choice as a Brand Every brand/business really needs to decide which path to take..... Path One – Do Evil! A mixture of link spamming, keyword stuffing, content spamming, paid links etc. Path Two – Do No Evil! Good user experience, useful content, marketing communications, engagement, networking. Mixed with solid traditional SEO.
Do Evil!• Many elect to take Google on and ignore guidelines and policy.• Artificial attempts to fake relevancy and popularity.• Common tactics include blog/forum spam, paid links etc.• The reality is this is semi-effective but more risky.• It tends to be price led with automated software involved.• Often a short term approach with little traffic / value for the brand.• Beware: no agency will openly admit to any of this.
Do No Evil!• SEO fundamentals are put in place.• Heavy focus on the user experience (speed, content, navigation etc.)• Link building is marketing led.• Offline / traditional marketing can help.• Efforts tend to stand test of time.• Provides long term value (and traffic).• Less risk involved.• More ‘natural’ to search engines.
How Google Fights SPAM • Algorithms - Frontline weapon against SPAM. Google makes roughly 400 changes to their algorithm per annum, some of which are specific SPAM defences. • Dedicated Quality Team – employed by Google who are constantly fighting and improving defences against SPAM. • Quality Reviewers – paid web surfers who report back on results and quality of results. • Users – Google encourages users to report SPAM.
The 2009 Big Bang! During early 2009 some significant changes were made apparent by leading US SEO’s. Many leading brands, almost overnight, dramatically improved their natural rankings.Google denied any brand preference but CEO on record as saying brandswere the answer to the ‘web cesspool’. What was meant here?What Had Actually Happened?Most salient explanations based around user behaviour with possible signalsincluding Social Media, user search patterns, CTR’s, brand mentions. Googleremains tight lipped....
Why Google HAS HAD to Adapt• In 2010 there were 25billion tweets on Twitter.• 250m people joined Facebook in 2010.• 90m tweets per day, 25% of which contain links.• Social networking accounts for 1/4 of total time spent online.• 20% of Tweets contain a reference to a product or brand.
Why YOU Have to Adapt• Only 37% of websites are ‘good’ at achieving objectives, eg conversions. Source: IAB National Search Marketing Barometer 2010, IAB, July 2010)• Industry is moving at pace, standing still is not an option.• Internet only real advertising growth channel in UK.• Nearly 1/3rd of surveyed (e-consultancy) companies spending over £25k per annum on SEO.
Where to Focus Efforts • Deploy best practice SEO techniques. • Focus on a good user experience. • Commit to providing people with good content. • Actively market brand online/offline. • Utilise Social Media. • Be relevant and excited about your topic. • Monitor your brand and engage with the debate.
Conclusion/Summary• Traditional SEO is still a MAJOR player, especially links.• What’s really changed is how people vote for content.• The big winners can be marketing led brands.• Google continues to try and serve its users with relevant content, be it web sites, tweets, videos, images, news, blogs and review.• Is SEO part of your brand marketing, or an attack on search engines?