Advanced seo strategies - Integrating PR and Social with Your SEO Strategy


Published on

Tim Grice talks about the recent changes with Googles algorithm and how link building should be structured on order to achieve long standing results in natural search.

Published in: Education, Business, Technology
  • Informative slides, really liked Is SEO dead slides, this is what most internet marketers used to do and some are still using it to improve rank of there client's sites.
    Are you sure you want to  Yes  No
    Your message goes here
  • Hi, I really appreciate your blog. Great!
    birmingham search engine optimisation
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Once in Excel, filter down to pages with more than 1 link to them
  • Advanced seo strategies - Integrating PR and Social with Your SEO Strategy

    1. 1. Advanced SEO StrategiesAdvanced SEO StrategiesIntegrating SEO with PR & Social Media
    2. 2. Advanced SEO Strategies
    3. 3. Advanced SEO StrategiesSEO Turbulence
    4. 4. Advanced SEO StrategiesUnnatural Links 1 2
    5. 5. Advanced SEO StrategiesPenguin• The Over Optimisation Algorithm• 3% of queries affected• Aggressive anchor text• Unnatural link patterns/signals• Aggressive on page tactics • Keyword stuffing • Hidden text • Manipulative redirects • Cloaking • Manipulative Content
    6. 6. Advanced SEO StrategiesCombating Unnatural Links• Look for low quality follow links in your profile that pass weight and/or anchor text• Unnatural Links 1 – All links to be removed and reconsideration to be sent via Webmaster Tools• Unnatural Links 2 – Identify spam links, remove, apply reconsideration only if you have seen negative impact
    7. 7. Advanced SEO StrategiesLink Classification
    8. 8. Advanced SEO StrategiesIs this link manipulative?
    9. 9. Advanced SEO StrategiesUnnatural Links Hit• Rankings relying on low quality links will all drop• Most severe penalties hit with the first batch of messages• Removing links + Reconsideration is the only way to recover
    10. 10. Advanced SEO StrategiesSEO Changed• Low quality content is actively being penalised• Unnatural links are been devalued and causing penalties• Anchor text manipulation is being actively penalisedGoogle are getting better at detecting quality and removing spam
    11. 11. Advanced SEO StrategiesGoogle Webmaster Hangouts bmasterhelpforum/en/office- hours
    12. 12. Advanced SEO StrategiesIs SEO Dead?
    13. 13. Advanced SEO Strategies Comment Spam Article Content Marketing Spinning SEO Text Strategy FakeLink Ads Reviews Blog Forum Networks Profiles If this is your strategy, YES!
    14. 14. Advanced SEO StrategiesThe Right Strategy
    15. 15. Advanced SEO Strategies Locations Optimisation Video Optimisation Outreach Schema Content StrategyBlogging SEO Authorship Strategy Image Optimisation Technical SEO Social Google + Editorial Link Building
    16. 16. Advanced SEO StrategiesYour Strategy Has To Change!
    17. 17. Advanced SEO StrategiesCrafting the Perfect Link profile
    18. 18. Advanced SEO StrategiesBrand Anchor Text
    19. 19. Advanced SEO StrategiesVariation
    20. 20. Advanced SEO Strategies
    21. 21. Advanced SEO StrategiesDomain Authority Spread
    22. 22. Advanced SEO StrategiesNatural Profile
    23. 23. Advanced SEO StrategiesLink strategyThe only way to future-proof your link strategy is to make links a naturalby-product of your normal marketing strategyAs you might expect, this isn’t easy. How many links does your marketingstrategy deliver every month at the moment?If you sit back and wait for links to arrive you won’t get enough to rank
    24. 24. Advanced SEO StrategiesRelationshipsMost agency/client link building relationships work like this Corporate Comms Linkbuilding Media Public Affairs Relations Agency Client PR Onsite Keyword SEO Strategy Optimisation Research Strategy Internal Blog Outreach Comms Other SEO Crisis Comms Social Media projects Client does some great stuff over here Agency does some other stuff over there
    25. 25. Advanced SEO StrategiesIt should work something like this Marketing Media Blog Social Crisis Internal PublicCorporate Comms SEO Relations Outreach Media Comms Comms Affairs SEO Links Links Links Keywords Links Links Links Training Technical Reputation SEO Management Every marketing task can be performed by the client or the agency – usually an agile agency will fill the gaps where the client doesn’t have in-house resource
    26. 26. Advanced SEO StrategiesOutreach
    27. 27. Advanced SEO StrategiesBreaking Down A NicheExample – Film and movie bloggers:• Film news• Independent film• Horror• Action• Film reviews• Film makingA single generic approach simply wont cut it across all of these niches, weneed to tailor our outreach to each mini-niche
    28. 28. Advanced SEO StrategiesOpen Site Explorer
    29. 29. Advanced SEO StrategiesSearchMetricsThese are the top, socially visible postsGreat indication as to the content that the niche wants
    30. 30. Advanced SEO StrategiesLink Building Strategies
    31. 31. Advanced SEO StrategiesLink Wheel… With a Twist Guest post Guest Guest Post post Authority Publisher Target Website Guest Guest Post Post
    32. 32. Advanced SEO StrategiesAdvertorials
    33. 33. Advanced SEO StrategiesLeveraging Links• Interviews• Images• Translation• Commentary• Giveaways• Flattery• Sharing
    34. 34. Advanced SEO StrategiesExamples• Bingo – Mummy Blogger Awards• Trailers from Cinema Chain• Expert opinion – financial spread betting• Data trends from diamond retailer• Backup Plugin for Wordpress
    35. 35. Advanced SEO StrategiesOur news strategy Base content around current events Comment and react to industry changes and news Incorporate your social activities into you content
    36. 36. Advanced SEO StrategiesDoesn’t matter if links are paid, it matters how they appear.
    37. 37. Advanced SEO StrategiesEditorial Discretion “I would draw a little bit of daylight between paid directories that exercise no editorial discretion and those like Yahoo, who have a high editorial threshold.” Matt Cutts - Feb 2012 We need to be focusing on building links that very few people can get, links that clearly show editorial discretion has taken place.
    38. 38. Advanced SEO StrategiesSharing Links• Good content always gets more shares than links• Social shares should be built at the same time as creating links• Links acquired should be shared If a piece of content doesn’t warrant a share, it doesn’t warrant a link
    39. 39. Advanced SEO StrategiesTweeting
    40. 40. Advanced SEO StrategiesRecommended Tools
    41. 41. Advanced SEO StrategiesSummary• Bad links have to be removed• A natural link profile should be crafted• Link building should be a bi-product of wider marketing activity• Links acquired should have editorial value• Find something to leverage• Invest in the right tools
    42. 42. Advanced SEO StrategiesQuestions?tim.grice@branded3.com