Engagement: The Key To Higher Rankings

•

2 likes•1,033 views

Engagement is key to higher search engine rankings. Engagement signals like social media mentions, time on site, and bounce rate can influence ranking factors like popularity, citations, and authority. To increase engagement, companies should identify underperforming content, cross-reference it with keyword data, and focus on improving the user experience through things like blogs, site search, social listening, surveys, and relevant content that provokes interaction. While backlinks still matter, strong engagement through useful and shareable content can lead to rankings even without link building. Popularity and branding can also boost rankings when other factors are equal.

Marketing Technology Business

Popularity
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
Led
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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Think back to the last time you applied for a job. It doesn’t matter if you work in-house or agency side – it’s likely that there was a line in your job spec that read “a good understanding of best practice”. But when you turned up on your first day at work, knowing the best thing to do in every situation that might arise I doubt you were surprised to find out that the best thing to do couldn’t be done. The website wasn’t built that way. The client won’t sign that off. That’ll never get past legal. So you need to come up with the second best thing to do. That’s not part of best practice. Opinions come to a head and nothing gets done because businesses are mistaken in their opinion that doing nothing is fine if the best thing can’t be done. But best practice is a misnomer anyway. When we say best practice what we really mean is standard practice. If all you ever implement is standard practice that’s all you’ll be. Standard. If you can’t even reach standard your business deserves to fail. Where does best practice even come from though? People treat it as if it’s some kind of bible handed down from the gatekeepers – the guys who can shut off your revenue. Best practice is actually more like Wikipedia than a bible. It’s populated by everyone who works in the industry and most of it is factually incorrect. You should get 0 points for referencing it. The only things in there that actually do come from the channel owners are loaded with bias. Contributions from experts are self-serving and so many pat each other and themselves on the back that received wisdom becomes perceived fact. But if neither are reliable – and if what everyone is doing is the same thing – isn’t there a chance that doing something, anything different could drive better results than best practice? I would always overrule an expert if the data says otherwise. If we know our customers want X and the channel owners want Y, we should spend our time getting X to work with Y and not the other way around. Staff are fearful that deliberately setting out to do something that isn’t best practice will result in an automatic dismissal. I’m not saying it won’t. As a result, people will wait months or years for best practice to be implemented because it’s safe. The channel owners told us to do it. The experts concurred. Businesses spend a lot of money and a lot of time being average because nobody gets sacked for being average. After all – it’s in the job description.

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