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SAScon 2012

Presentation By: Amy Harris,
 Oliver Ortiz And Ian Wright
Key Points
• Creating a brand is vital
• Mobile is growing rapidly
• Quality content is more important than ever
• PRs and SEOs are increasingly operating in
  the same arena
• Exact match anchor text and over optimised
  on-page content are on the way out
• We’re all Blackhats now
Big Brand Perspective
• We may now finally be in the year of the mobile
• Mobile causes problems for site design (app v. site)
• Social is much easier for some brands - Seatwave v.
  Moneysupermarket
• Focus on consumer benefits, provide value or a
  gimmick
• Goal for all brands is to turn users into ‘Brand
  Evangelists’
• Build on top of Social rather just building for Social
• Google updates mean more natural looking pages
  and link profiles – use a softer touch
• Brand traffic ultimate goal, which also helps PPC
Stat-o-Rama: An Industry in
                 Numbers
• How many visits to search engines per month in the
  UK?
• What month is the most popular for people to buy
  contact lenses? Why?
• People are becoming wary of social media
• Focus on terms in your industry luxury v. designer
  jewellery
• Llloyds TSB – Facebook and Olympics 65% Social
  Media – 8% left to visit another page on Llloyds site –
  50% of whom had never been on their site before
• 1 in 5 minutes online is spent on Facebook
• Non-PC share of internet growing quickly - 10% now
Running a European Search
            Campaign
• Every country needs a different approach
• Understand the market and do research
• “About Us” page is important
• Site needs to have a flavour of localization
• Localize templates: Structure > Physical layout >
  Navigation
• Local Domains are by far the safest
• Send Google signals that eg. Google.fr is the
  local Search Engine
• Landing page > always in preferred
    language
•   Use languages within the country, eg.
    Catalan
•   Newly translated Domain > at least 10
    pages
•   Colours play a role
•   Education website for MBA, targeting
    Scandinavia and India.
•   In Scandinavia > Young people doing
    research (English)
• Main Factors to consider:
  •   Design
  •   Language
  •   Colour
  •   Their Own Payment Systems
Social Commerce
• Evolving from something that already
  exists
• “Social Giving”
• Seal of approval from a friend > inspiration
  and discovery
• Important to get key influencers to
  purchase
• It is key to get someone who is engaged in
  the product they purchase
Are PRs from Venus and SEOs
              from Mars
• SEOs and PRs increasingly operate in the
  same arena but approach things differently
• PRs most concerned with revenue not other
  KPIs
• PRs measure influence and brand rather than
  links and rankings – Brand links rather than
  anchor
• Launch new things in January as everyone
  wants to write about the next new thing
• Writing press releases try to think what we
Breaking Free of Panda
Google Updates?

•   Google Panda (Feb 2011)

•   Google Venice (Feb 2012)

•   Google Panda (April 2012)

•   Google Penguin (May 2012)
According to Google's official blog
   post when Panda launched...
“This update is designed to reduce
 rankings for low-quality sites – sites
 which are low-value add for users, copy
 content from other websites or sites that
 are just not very useful. At the same
 time, it will provide better rankings for
 high-quality sites- sites with original
 content and information such as
 research, in-depth reports, thoughtful
 analysis and so on.”
What do these updates mean?
•   Google is clamping down on sites that have:
    (a) a large quantity of low quality links
    (b) over-optimised keyword anchor text

•   Not tolerating black hat tactics

•   The changes lower the rank of low-quality sites and
    put higher quality sites near the top of search results
Impact in Numbers
•   60% of sites – no effect on rankings

•   30% of sites – drops on specific keywords
    but other keywords are still ranking high
How to break the cycle?
•   Not all content is good content

•   Push for quality

•   Utilise a varied link profile to promote
    your site
Final Tips
•   Get your link profile brand friendly –
    over reliance on non brand anchors = slippery slope

•   If possible - tie into Google Authorship Programme

•   Brand anchor text to protect yourself + good quality
    sites + building authority

•   Create a website with the user in mind
Search And Social – The Legal
              Perspective
• UK companies can’t own twitter followers even if the
  account is branded as long as only one person is
  using it.
• Issues of social media use off hours
• Normally companies own what’s produced by
  employees during work hours – but freelancers are
  separate
• Headlines can be copyrighted
• Linking, in theory, can get your in legal trouble (TBT)
• Hate sites can operate as long as they don’t profit
• EU cookie law comes into effect today
How to Create an Online Brand
        through Search
• Used the quote:
“The consumer is not a moron; she is your wife”
• Understand your customer and what they are
  interested in
• Important not to look down on them!
• Originality
• Learn by copying then start deploying your own
    style
•   Buy a Product > “Does”
•   Buy a Brand > “Says”
•   Stories are key to brands
•   We don’t like to think > Rely on shared knowledge
•   Meta description > Benefits instead of a feature
•   Create something of social meaning
•   Good way to understand a brand is by knowing
    what it stands against
• He organises #BrightonSEO.
• A free SEO event in September.
• Tickets to the last event sold out in less
  than 13 minutes
• http://www.brightonseo.com/
Building An In-House SEO
                Team
• Companies that do well with SEO employ PPC like
  ROI expectations and invest accordingly (with risk
  discount)
• Branding is good for defensive SEO
• Small experiments before big ones
• Monthly contracts for agencies
• PR key to success for many online brands (e.g.
  MoneySupermarket)
• Need short, medium, long terms content/link
  strategies
Social Media Meets PR
•   “Social Media is still PR”
•   Just a different channel
•   Social is about relationships
•   Crucial: Fans and metrics
Reputation Management in a Digital Age
A brand isn't what you think it is –
      it's what your customers think
                (and say it is)
•   Good examples
      - BP oil spill
      - Primark and ethical trading

•   Bad examples
      - Interflora on Valentine's Day – didn't deal
          with tweets about missed deliveries
Reward the Positive
•   Acknowledge positive feedback

•   Keep a record of who they are

•   Dedicate a member of your team to 'network' with the
    followers

•   Respond to any questions they have

•   Engage with followers
Dealing with the Negative
•   Uncover and respond to all mentions

•   Respond publicly so others can see

•   Never respond posing as a happy customer

•   Don't ignore negative press (it won't go away)
Brand Monitoring Tools
•   BrandsEye

•   Brandwatch

•   Trackur

•   Sprout Social

•   Free tools? Tweet Deck, Google Alerts, HootSuite, Social
    Mention
Brand Monitoring Dashboard


http://kooz.ai/brand-monitoring-dash
Is There a Place For Blackhat SEO
 In Modern Day SEO Campaigns?
• We’re all Blackhats now: “While SEOs can
  provide clients with valuable services,
  some unethical SEOs have given the
  industry a black eye through their overly
  aggressive marketing efforts and their
  attempts to manipulate search engine
  results in unfair ways.”
Social, Mobile and Twitter
• Interstices: It means the gap between things
• If you want to understand mobile you need to really
  mind about the gaps
• The potency of gaps between things (now
  often filled with social media)
• Bring those moments (like reading media)
  to a space that didn’t exist
• Exploit Interstices, 3 Rules:
1. Truly Mobile
2. Simple
3. Easy to Action
Anyone recognise this in
     themselves?
• Development of the web is accelerating –
   not slowing
• Two lessons of what is changing:
1. It is mobile first
2) What used to be the gaps are now
becoming the main event
1. We are using our phones to bring

   connectivity in every conceivable space.
• Anyone feel like they cram more into their
  life now than they ever did before?
• Anyone always use their phone while they
  are waiting for a coffee?
• Anyone routinely find themselves walking
  down the street on their phone?
• By putting mobile phones in people’s
  hands we have changed what people are
  able to fill their time with
Interstices 3 Rules:
1) Truly Mobile
•   Design web for mobile too
•   Be genuinely and uniquely mobile
•   Massive shift towards mobile


2) Simple
•   Text is Much quicker than email. Email > 2 days, Text > 4 minutes
•   The potency of simplicity
•   Text is > Mobile, Simple and Easy Action


3) Easy to Action
•   Ease of transaction > Most important
•   Glances
•   People look at mobile an average of 150 times a day
General Twitter
•   Twitter Ads
•   Discovery Tab: Surfacing things that are adjacent to your
    interests
•   Mobile is point of Sale.
•   Create a hashtag (#) for a campaign/program - eg. Nike
    #makeitcount, X-Factor
•   It directs people to the program
•   Incredibly strong for holding a conversation together. eg.
    #prayformuamba
•   Journalists use Twitter handle
•   60% of audience tweet and create content, 40% of people
    don’t
•   David Guetta
How Social Media & The Internet
    Are Changing The Media
• Technology is changing rapidly – we don’t
  know the winner yet
• Personal/Professional dilemmas exist for
  many people in the media
• We don’t have a lot of control over social
  media, but no one else does either
Increasing Site Engagement
What is engagement and what works?
 · Things to keep people interested, content
   that sparks curiosity, encourages them to
   stay on your site

 · Levels and nature of engagement on your
   site need to be determined by KPIs and
   objectives

 · Engagement is only a metric: with this
   measure you cannot gauge the level of
Good Site Engagement Example
LINGsCARS.com
· looks like a cluttered and off-putting site

· offers a unique brand experience –
  engagement comes from the personality of
  the brand
Link Building 1/3
• Scalable link building very tough in post-
  Penguin/Panda world
• Buying links no longer a good idea
• Creating massive content still a good idea
• Know your and competitor’s link profiles
• Outreach key
• Label links as retractable
• Build to what Google wants two years from now
• Providing education materials one way to get links
• PR increasingly key to media mentions/good quality
  links
Link Building 2/3
• Debate about if Google is correlating anchor text
  with PPC value
• Google may be monitoring those who’ve sold links
• If you get a warning screenshot e-mails, but don’t
  send
• Negative SEO can work – outsource to India or do a
  campaign badly (xrumer spam may be too obvious)
• WHOIS fake link requests are happening
• Links as part of partner contracts
• Less than 20% of all links using exact match anchor
  text
Link Building 3/3
•   Variation key in link building – heavy on brand terms
•   Incentivise users/customers to build links for you
•   Ranking content based on 7 day likes/tweets/+1s
•   Competitions still work
•   Rel=author should be used
•   We have to think more like PRs
•   LSI keywords next to brand link can still be powerful
Marketing across Multiple
             Platforms
• 1.2 billion Mobile web users
• Don’t forget TV, non-digital space
• Tablets > content consumption not creation
• A form of business communication
• Tablet KPI is focussed around engagement
• PC/Desktop KPI is focussed around engagement
  and response
• Smartphone KPI is focussed around response
• Tailor message to device
• Smart TVs, connective TVs > Not current from a
  commercial perspective
People will be accessing devices at different
                   times
Delivering Insights from Social Media
Social Media Tips?
· Use “their language” to help build “our
  language”

· Social cannot stand alone and needs to be
  part of the entire marketing strategy
How to Measure Social Media?
(1)     Outreach
      (propensity to share and engage)
  - Klout: http://klout.com/home

(2) Influence
Psychology in Search
• Psychological factors:
  • We trust the opinion of authorities
  • We like to spread the word
  • We want what others have
  • We are open to peer pressure > want to
    belong to the group
  • We can’t resist our kids
• Google > Own background > Making it
  personal
• Google + is an identification management
  tool
• http://google.com/s2/search/social
• Google are making connections
• Targeting and the way people think > Then
  make it personal
• People do click on personalized
  results/rich snippet results
• Jesus was the first social marketer. “He
  had 12 followers, and one unfollowed him”
• Target a “Talker” > Shares content
• Clients are not going to trust you if you
  say you’re good, but will do if others do
• Target people to influence each other by
  getting them talking
• Target people based on trust
Creating Effective Search
                Campaigns
• Expectations, measure results, report, refine, start
  again
• Make sure data is not just in one person’s head –
  have a back-up
• Links are still about relationships
• Use connectors to launch new campaign – special
  Press Release, pictures, go live URL, advance
  warning
• Outsourcing works so long as there is a project
  manager
• Peer review for dev. teams
Understanding the Role of Social in Search
Will link building die as a result of
       social signals in search?
· It won't die but will decline

· It is easy to manipulate search results using links, but
   doing the same with the social graph is much harder to
   do

· “If you have social signals and no links, then it will look
   as unnatural as links with no social”
Key Points
• Creating a brand is vital
• Mobile is growing rapidly
• Quality content is more important than ever
• PRs and SEOs are increasingly operating in
  the same arena
• Exact match anchor text and over optimised
  on-page content are on the way out
• We’re all Blackhats now

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SEO Hot Topics 2012

  • 1. SAScon 2012 Presentation By: Amy Harris, Oliver Ortiz And Ian Wright
  • 2. Key Points • Creating a brand is vital • Mobile is growing rapidly • Quality content is more important than ever • PRs and SEOs are increasingly operating in the same arena • Exact match anchor text and over optimised on-page content are on the way out • We’re all Blackhats now
  • 3. Big Brand Perspective • We may now finally be in the year of the mobile • Mobile causes problems for site design (app v. site) • Social is much easier for some brands - Seatwave v. Moneysupermarket • Focus on consumer benefits, provide value or a gimmick • Goal for all brands is to turn users into ‘Brand Evangelists’ • Build on top of Social rather just building for Social • Google updates mean more natural looking pages and link profiles – use a softer touch • Brand traffic ultimate goal, which also helps PPC
  • 4. Stat-o-Rama: An Industry in Numbers • How many visits to search engines per month in the UK? • What month is the most popular for people to buy contact lenses? Why? • People are becoming wary of social media • Focus on terms in your industry luxury v. designer jewellery • Llloyds TSB – Facebook and Olympics 65% Social Media – 8% left to visit another page on Llloyds site – 50% of whom had never been on their site before • 1 in 5 minutes online is spent on Facebook • Non-PC share of internet growing quickly - 10% now
  • 5. Running a European Search Campaign • Every country needs a different approach • Understand the market and do research • “About Us” page is important • Site needs to have a flavour of localization • Localize templates: Structure > Physical layout > Navigation • Local Domains are by far the safest • Send Google signals that eg. Google.fr is the local Search Engine
  • 6. • Landing page > always in preferred language • Use languages within the country, eg. Catalan • Newly translated Domain > at least 10 pages • Colours play a role • Education website for MBA, targeting Scandinavia and India. • In Scandinavia > Young people doing research (English)
  • 7. • Main Factors to consider: • Design • Language • Colour • Their Own Payment Systems
  • 8. Social Commerce • Evolving from something that already exists • “Social Giving” • Seal of approval from a friend > inspiration and discovery • Important to get key influencers to purchase • It is key to get someone who is engaged in the product they purchase
  • 9. Are PRs from Venus and SEOs from Mars • SEOs and PRs increasingly operate in the same arena but approach things differently • PRs most concerned with revenue not other KPIs • PRs measure influence and brand rather than links and rankings – Brand links rather than anchor • Launch new things in January as everyone wants to write about the next new thing • Writing press releases try to think what we
  • 11. Google Updates? • Google Panda (Feb 2011) • Google Venice (Feb 2012) • Google Panda (April 2012) • Google Penguin (May 2012)
  • 12. According to Google's official blog post when Panda launched... “This update is designed to reduce rankings for low-quality sites – sites which are low-value add for users, copy content from other websites or sites that are just not very useful. At the same time, it will provide better rankings for high-quality sites- sites with original content and information such as research, in-depth reports, thoughtful analysis and so on.”
  • 13. What do these updates mean? • Google is clamping down on sites that have: (a) a large quantity of low quality links (b) over-optimised keyword anchor text • Not tolerating black hat tactics • The changes lower the rank of low-quality sites and put higher quality sites near the top of search results
  • 14. Impact in Numbers • 60% of sites – no effect on rankings • 30% of sites – drops on specific keywords but other keywords are still ranking high
  • 15. How to break the cycle? • Not all content is good content • Push for quality • Utilise a varied link profile to promote your site
  • 16. Final Tips • Get your link profile brand friendly – over reliance on non brand anchors = slippery slope • If possible - tie into Google Authorship Programme • Brand anchor text to protect yourself + good quality sites + building authority • Create a website with the user in mind
  • 17. Search And Social – The Legal Perspective • UK companies can’t own twitter followers even if the account is branded as long as only one person is using it. • Issues of social media use off hours • Normally companies own what’s produced by employees during work hours – but freelancers are separate • Headlines can be copyrighted • Linking, in theory, can get your in legal trouble (TBT) • Hate sites can operate as long as they don’t profit • EU cookie law comes into effect today
  • 18. How to Create an Online Brand through Search • Used the quote: “The consumer is not a moron; she is your wife” • Understand your customer and what they are interested in • Important not to look down on them!
  • 19. • Originality • Learn by copying then start deploying your own style • Buy a Product > “Does” • Buy a Brand > “Says” • Stories are key to brands • We don’t like to think > Rely on shared knowledge • Meta description > Benefits instead of a feature • Create something of social meaning • Good way to understand a brand is by knowing what it stands against
  • 20. • He organises #BrightonSEO. • A free SEO event in September. • Tickets to the last event sold out in less than 13 minutes • http://www.brightonseo.com/
  • 21. Building An In-House SEO Team • Companies that do well with SEO employ PPC like ROI expectations and invest accordingly (with risk discount) • Branding is good for defensive SEO • Small experiments before big ones • Monthly contracts for agencies • PR key to success for many online brands (e.g. MoneySupermarket) • Need short, medium, long terms content/link strategies
  • 22. Social Media Meets PR • “Social Media is still PR” • Just a different channel • Social is about relationships • Crucial: Fans and metrics
  • 23. Reputation Management in a Digital Age
  • 24. A brand isn't what you think it is – it's what your customers think (and say it is) • Good examples - BP oil spill - Primark and ethical trading • Bad examples - Interflora on Valentine's Day – didn't deal with tweets about missed deliveries
  • 25. Reward the Positive • Acknowledge positive feedback • Keep a record of who they are • Dedicate a member of your team to 'network' with the followers • Respond to any questions they have • Engage with followers
  • 26. Dealing with the Negative • Uncover and respond to all mentions • Respond publicly so others can see • Never respond posing as a happy customer • Don't ignore negative press (it won't go away)
  • 27. Brand Monitoring Tools • BrandsEye • Brandwatch • Trackur • Sprout Social • Free tools? Tweet Deck, Google Alerts, HootSuite, Social Mention
  • 29. Is There a Place For Blackhat SEO In Modern Day SEO Campaigns? • We’re all Blackhats now: “While SEOs can provide clients with valuable services, some unethical SEOs have given the industry a black eye through their overly aggressive marketing efforts and their attempts to manipulate search engine results in unfair ways.”
  • 30. Social, Mobile and Twitter • Interstices: It means the gap between things • If you want to understand mobile you need to really mind about the gaps
  • 31. • The potency of gaps between things (now often filled with social media) • Bring those moments (like reading media) to a space that didn’t exist • Exploit Interstices, 3 Rules: 1. Truly Mobile 2. Simple 3. Easy to Action
  • 32. Anyone recognise this in themselves?
  • 33. • Development of the web is accelerating – not slowing • Two lessons of what is changing: 1. It is mobile first 2) What used to be the gaps are now becoming the main event 1. We are using our phones to bring connectivity in every conceivable space.
  • 34. • Anyone feel like they cram more into their life now than they ever did before? • Anyone always use their phone while they are waiting for a coffee? • Anyone routinely find themselves walking down the street on their phone? • By putting mobile phones in people’s hands we have changed what people are able to fill their time with
  • 35. Interstices 3 Rules: 1) Truly Mobile • Design web for mobile too • Be genuinely and uniquely mobile • Massive shift towards mobile 2) Simple • Text is Much quicker than email. Email > 2 days, Text > 4 minutes • The potency of simplicity • Text is > Mobile, Simple and Easy Action 3) Easy to Action • Ease of transaction > Most important • Glances • People look at mobile an average of 150 times a day
  • 36. General Twitter • Twitter Ads • Discovery Tab: Surfacing things that are adjacent to your interests • Mobile is point of Sale. • Create a hashtag (#) for a campaign/program - eg. Nike #makeitcount, X-Factor • It directs people to the program • Incredibly strong for holding a conversation together. eg. #prayformuamba • Journalists use Twitter handle • 60% of audience tweet and create content, 40% of people don’t • David Guetta
  • 37. How Social Media & The Internet Are Changing The Media • Technology is changing rapidly – we don’t know the winner yet • Personal/Professional dilemmas exist for many people in the media • We don’t have a lot of control over social media, but no one else does either
  • 39. What is engagement and what works? · Things to keep people interested, content that sparks curiosity, encourages them to stay on your site · Levels and nature of engagement on your site need to be determined by KPIs and objectives · Engagement is only a metric: with this measure you cannot gauge the level of
  • 40. Good Site Engagement Example LINGsCARS.com · looks like a cluttered and off-putting site · offers a unique brand experience – engagement comes from the personality of the brand
  • 41. Link Building 1/3 • Scalable link building very tough in post- Penguin/Panda world • Buying links no longer a good idea • Creating massive content still a good idea • Know your and competitor’s link profiles • Outreach key • Label links as retractable • Build to what Google wants two years from now • Providing education materials one way to get links • PR increasingly key to media mentions/good quality links
  • 42. Link Building 2/3 • Debate about if Google is correlating anchor text with PPC value • Google may be monitoring those who’ve sold links • If you get a warning screenshot e-mails, but don’t send • Negative SEO can work – outsource to India or do a campaign badly (xrumer spam may be too obvious) • WHOIS fake link requests are happening • Links as part of partner contracts • Less than 20% of all links using exact match anchor text
  • 43. Link Building 3/3 • Variation key in link building – heavy on brand terms • Incentivise users/customers to build links for you • Ranking content based on 7 day likes/tweets/+1s • Competitions still work • Rel=author should be used • We have to think more like PRs • LSI keywords next to brand link can still be powerful
  • 44. Marketing across Multiple Platforms • 1.2 billion Mobile web users • Don’t forget TV, non-digital space • Tablets > content consumption not creation • A form of business communication • Tablet KPI is focussed around engagement • PC/Desktop KPI is focussed around engagement and response • Smartphone KPI is focussed around response • Tailor message to device • Smart TVs, connective TVs > Not current from a commercial perspective
  • 45. People will be accessing devices at different times
  • 46. Delivering Insights from Social Media
  • 47. Social Media Tips? · Use “their language” to help build “our language” · Social cannot stand alone and needs to be part of the entire marketing strategy
  • 48. How to Measure Social Media? (1) Outreach (propensity to share and engage) - Klout: http://klout.com/home (2) Influence
  • 49. Psychology in Search • Psychological factors: • We trust the opinion of authorities • We like to spread the word • We want what others have • We are open to peer pressure > want to belong to the group • We can’t resist our kids
  • 50. • Google > Own background > Making it personal • Google + is an identification management tool • http://google.com/s2/search/social • Google are making connections • Targeting and the way people think > Then make it personal • People do click on personalized results/rich snippet results
  • 51. • Jesus was the first social marketer. “He had 12 followers, and one unfollowed him”
  • 52. • Target a “Talker” > Shares content • Clients are not going to trust you if you say you’re good, but will do if others do • Target people to influence each other by getting them talking • Target people based on trust
  • 53. Creating Effective Search Campaigns • Expectations, measure results, report, refine, start again • Make sure data is not just in one person’s head – have a back-up • Links are still about relationships • Use connectors to launch new campaign – special Press Release, pictures, go live URL, advance warning • Outsourcing works so long as there is a project manager • Peer review for dev. teams
  • 54. Understanding the Role of Social in Search
  • 55. Will link building die as a result of social signals in search? · It won't die but will decline · It is easy to manipulate search results using links, but doing the same with the social graph is much harder to do · “If you have social signals and no links, then it will look as unnatural as links with no social”
  • 56. Key Points • Creating a brand is vital • Mobile is growing rapidly • Quality content is more important than ever • PRs and SEOs are increasingly operating in the same arena • Exact match anchor text and over optimised on-page content are on the way out • We’re all Blackhats now