This document discusses the importance of creativity in SEO given the narrowing opportunities for "black hat" SEO tactics. It emphasizes focusing on quality content that appeals to human audiences rather than just search engines. Several tips are provided, such as paying for good content and its promotion, giving audiences reasons to share content, working with influencers carefully, and creating content for people rather than robots. Examples are given of creative campaigns by companies like Ladbrokes and Gala Bingo that generated social shares, links from other sites, and engagement.

1. Why creativity is key
to cutting it in
competitive SEO

2. Quantity Quality
A very non-technical guide to the
history of SEO
©2017 The Agency Global Limited
Panda Penguin
Google founded
in 1998 with
PageRank
February 2011,
Panda rewards
high quality over
low
Original update
in 2012, then 2, 3,
and 4 — buying
links, using
networks
What Google
wants us to aim
for

3. The narrowing black hat SEO
opportunity
There will always be ways and means of
subverting Google’s rules, but the opportunity
is much smaller now and it’s only going to get
tougher.

4. So where does that leave us?

5. Making quality content.

6. How does Google determine quality content?

7. Editorial endorsements
User experience
Social signals
Freshness

8. Don’t make content for Google.
Make it for your audience.

9. How do real life human people determine
quality content?

10. The content shock problem
Content creation
Content consumption
Time
Volume

11. Emotion
Appealing to people’s
emotions, whether that be
humor, awe or sadness.
Triggers
Considering context. The
cues that make people
think about your product.
Public
Content that advertises
itself — finding a way that
people will see others using
it. Think profile badges.
Stories
Full stories with a
relatable element, that
can fit into a broader
narrative.
Practical value
Genuinely useful content
which can be helpful to
others.
Social currency
Sharing because it makes
you look smart, cool or in
the know.
s t e p p s

12. What does this look like in a competitive market?

13. Ladbrokes:
Festival Bingo
■ 6 links from top UK sites
■ 1,399 competition entries
■ 83,217 Social impressions
■ 1st position — Festival Packing Bingo
■ 436 new Twitter Followers

14. Ladbrokes:
Summer Holiday Quiz
■ 8 links from top UK sites
■ 1,543 competition entries
■ 50,056 Social impressions
■ 2nd position – Summer Bingo Quiz
■ 536 new Twitter Followers

15. Ladbrokes:
Christmas Gift Generator
■ 7 links from top UK sites
■ 37 competition entries
■ 1,070 social interactions
■ 1st Position — Christmas Slot Gift
Generator (10th Christmas Gift
generator)
■ 02:15 Avg time on page
■ 12,460 social impressions

16. Gala Bingo:
The Bingo Wings Challenge
■ Video series featuring Sherrie
Hewson’s workout tips — the stretch,
scoop and resistance training
■ Downloadable workout plan and social
competition
■ Supported by research revealing a fifth
of Brits think ‘resistance training’
involves turning down cake

17. Welsh Lamb:
The Llambassadors
■ Worked with Welsh Lamb over 2.5
years
■ Domain authority increased from 32 to
44
■ Site visibility increased from 11.9% to
18.2%
■ Organic traffic increased by 51% in 6
months of last year
■ Top 3 ranked keywords increased from
37 to 28 (last 6 months)
■ Llambassador campaign working with
five food bloggers generated 277 links
from 15 unique domains

18. Some practical tips

19. Don’t pay for links.
Pay for good content, and pay to promote it.

20. Give your audience a reason to share.
User generated content has a place in SEO.

21. Work with carefully selected influencers.

22. Don’t abandon insight and analysis.
Insight is at the heart of every good creative idea.

23. Recycle ideas that work well.

24. There is a lot of value and insight in the brand.
Pay more than cursory attention to that.

25. Create content for real human beings.
Not for robots.

26. thank you
T: 01225 429 938 | agencyuk.com
© 2017 AgencyUK. This presentation is the copyright of AgencyUK (The Agency Global Ltd).
All content is protected and may not be copied, reproduced or shared without the company's consent.