Tim Grice talks about future proofing your SEO strategy to prevent being penalised by one of Google's frequent algorithms. SEO has to be an integrated part of the marketing campaign and not in a silo.

1. Future Proofing SEO
Future Proofing SEO
Tim Grice

2. Future Proofing SEO
Why?

3. Future Proofing SEO

4. Future Proofing SEO
Panda

5. Future Proofing SEO

6. Future Proofing SEO
Forum Profiles
Link Directory
Exchanges Submissions
Content Comment
Syndication Spam
Article
Blog Networks Marketing Text Links

7. Future Proofing SEO
Advertorials

8. Future Proofing SEO
SEO has changed…..
For those who cut corners

9. Future Proofing SEO
You’ll Never Beat
The Algorithm!

10. Future Proofing SEO
Continue to fight the algorithm?
Panda
Unnatural Links
Penguin

11. Future Proofing SEO
The Disavow Tool is Live!

12. Future Proofing SEO
And it works…..

13. Future Proofing SEO
Remove them
before we
remove you!

14. Future Proofing SEO
Simple Strategy
• Have the best landing pages
• Have a ‘real’ reason for people to link to you
• Make sure people do link to you

15. Future Proofing SEO
Page Quality

16. Future Proofing SEO
Love
Hundreds of user engagement signals are analysed and fed into an
artificial intelligence algorithm
The algorithm learns how to detect whether users love a site or not
(probably with the help of seed sites)
Remember, Chrome has 33% market share & Analytics is in use on over
10m websites

17. Future Proofing SEO
BBC
Ranks higher than the Met Office
Lots of ‘engaging’ content
Easy to use and navigate

18. Future Proofing SEO
Rankings won’t be future proofed
unless you have the best page

19. Future Proofing SEO
Real Assets

20. Future Proofing SEO
If a piece of content doesn’t warrant a share, it
probably doesn’t warrant a link….

21. Future Proofing SEO
Doing Real Stuff
Would you do this if it didn’t help with
SEO?
When you release a new page or piece
of content would your MD or PR
department tweet about it?
If not then you probably shouldn’t be
doing it

22. Future Proofing SEO
What assets can we leverage?
Competitions
Data PR
Videos Charity Work
SEO
Images Content
USP Products

23. Future Proofing SEO
Everybody has an opinion!

24. Future Proofing SEO
News Strategy
Shortlist Target
News Brainstorm Launch Content
Sites
Rewrite Social Use Quote
Publish on
Target Sites

25. Future Proofing SEO
An Integrated Outreach Approach
Data
Insight
Industry
News PR
Integrated
Outreach
Marketing
Campaigns
Significant
Events
Social
Media
External

26. Future Proofing SEO
Sponsorships
Ladbrokes’ sponsorship of the 2013 World Darts Championships by
working with high profile websites such as Londonist to host ticket
giveaways.
As well as creating high quality links this also generated lots of
social noise with the total social reach of the campaign over 377,365
people.

27. Future Proofing SEO
Mixing Offline with Online

28. Future Proofing SEO
How It Works For Vue Cinemas
Constant communication and a weekly update with
PR and Social agencies for Vue results in top quality
content and links from trusted established resources
which are relevant to their target audience.
Radio Times
78 retweets
179 Facebook interactions*
Link from high authority site
Domain Authority: 74

29. Future Proofing SEO
Don’t chase the algorithm, work on what’s real….

30. Future Proofing SEO
Make Sure People
Link to You
(aka outreach)

31. Future Proofing SEO
Don’t Chase Competitors’ Bad Links
They’ve Probably Disavowed Them…

32. Future Proofing SEO
Think About the Future
Google has a history of devaluing every type of link that was created for SEO
purposes
• Directory links
• Press release syndication
• Article syndication
• Blatant paid links
• Wordpress theme links
• And many more
Unless the links you build are part of your overall marketing & communications
strategy they will only work for a limited amount of time

33. Future Proofing SEO
Targeted Outreach?
• We spend so much time looking for link targets
• Content is placed on any relevant website
• Who is going to read it?
• Who is going to share it?
• Are we putting our content in front of the right people?

34. Future Proofing SEO
If it was for Branded3?

35. Future Proofing SEO
What about a much bigger audience?

36. Future Proofing SEO
Followerwonk – Finding Influencers

37. Future Proofing SEO
http://www.tweetarchivist.com

38. Future Proofing SEO
Outreach List

39. Future Proofing SEO
We can still use this…

40. Future Proofing SEO
Justifying a Link
• Relevant
• Great Metrics
• High Traffic
• Socially active
• Target Audience
Would your PR/Marketing Director sign off a piece of content/link?

41. Future Proofing SEO
We can apply the same principles to content

42. Future Proofing SEO
This is useful, but it’s not a content roadmap

43. Future Proofing SEO
It’s not just about keywords….
Awareness Interest Consideration Purchase Retention Advocacy
• Blog • Demos • Benefits • Locators • Blog • Emails
Posts • Videos • Compare • Geo Posts • Newsletters
• News • Imagery • Features pages • News • Fan pages
• Video • Giveaways

44. Future Proofing SEO
Every piece of content can be used to justify/earn links!

45. Future Proofing SEO
It’s about SEO marketing not SEO manipulation.

46. Future Proofing SEO
Summary
• The industry needs to mature and stop fighting the algorithm
• Shortcuts will be short lived
• SEO is about Marketing, NOT manipulation
• You develop relationships with industry influencers… or become one!

47. Future Proofing SEO
Questions
tim.grice@branded3.com
@tim_grice