Engagement and Branding as ranking Signals - SEO - BrightonSEO 2014 April

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This document discusses how engagement and branding can serve as important ranking signals for search engines. It emphasizes that engagement metrics like time on site, bounce rate, and backlinks are less important for rankings than ensuring users are actively engaged with high-quality content that solves their needs. The document provides tips for identifying underperforming pages, increasing relevant content, using analytics to understand audiences, and employing different tactics like content marketing, social media, and other channels to engage users and build a brand.

Marketing Technology Business

Engagement & Branding
as Ranking Signals
Tim Grice – Director of Search

Branding
Citations
Social
Authority
Engagement
Anchor Text
Keywords
Links
Ranking Signals

SEO Task List
Find relevant keywords
Add keywords to content
Build links (From anywhere)
Anchor text

£
Traffic You have to
Engage
YOUR SITE
Engage

Anyone Remember Panda?
Low quality content
Unclear or no call to actions
Poor navigation
Does your content serve the user
…they leave

Most Panda issues can
be solved through better
Engagement

Google
Analytics
Social
Listening
Market
Research
Customer
Feedback
Focus
Groups
Who are you trying
to Engage?

Blogs
Site Search
Competitors
Market
Research
Forums
Social Sites
Reviews
Keywords

Relevant
User Experience
Fast
Comprehensive
Want
What

Content Strategy
Manual Action/Panda
Manual Action Revoked
Content Strategy
No Link Building

Put your best content in
front of people.

Rankings without Links
20%
Bounce Reduction
200%
Time on Page

If you have enough links
to be in the top 5 you have
enough to be at the top.

60,500
22,200
14,800
12,100
33,100
14,800
All things being equal,
branding wins…

Useful
Entertaining
News
Worthy
Insightful Provoke
Engagement
Audience
Lead
Creative

TV
Outreach
PR
Display
Social
Paid Search
Creative
Apps

2014 – The year of
building better websites.

Tim.grice@branded3.com
@Tim_Grice
Thank You!

Historically SEO has revolved around keywords and links, however as Google moves to a more sophisticated ranking model it’s important to understand what makes your website the best result. Understanding how users engage with your website is now key to gaining greater visibility in Google, if visitors are leaving your website after a few seconds, you obviously weren’t the right result. This presentation focuses on some of these new signals, how we optimise for them, and show how we blend creativity with data to improve our search rankings.

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