Future Proofing SEOLoveHundreds of user engagement signals are analysed and fed into anartificial intelligence algorithmThe 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 over10m websites
Future Proofing SEOBBCRanks higher than the Met OfficeLots of ‘engaging’ contentEasy to use and navigate
Future Proofing SEORankings won’t be future proofed unless you have the best page
Future Proofing SEOIf a piece of content doesn’t warrant a share, it probably doesn’t warrant a link….
Future Proofing SEODoing Real StuffWould you do this if it didn’t help withSEO?When you release a new page or pieceof content would your MD or PRdepartment tweet about it?If not then you probably shouldn’t bedoing it
Future Proofing SEOWhat assets can we leverage? Competitions Data PR Videos Charity Work SEO Images Content USP Products
Future Proofing SEONews Strategy Shortlist Target News Brainstorm Launch Content Sites Rewrite Social Use Quote Publish on Target Sites
Future Proofing SEOAn Integrated Outreach Approach Data Insight Industry News PR Integrated Outreach Marketing Campaigns Significant Events Social Media External
Future Proofing SEOSponsorshipsLadbrokes’ sponsorship of the 2013 World Darts Championships byworking with high profile websites such as Londonist to host ticketgiveaways.As well as creating high quality links this also generated lots ofsocial noise with the total social reach of the campaign over 377,365people.
Future Proofing SEOHow It Works For Vue CinemasConstant communication and a weekly update withPR and Social agencies for Vue results in top qualitycontent and links from trusted established resourceswhich are relevant to their target audience.Radio Times78 retweets179 Facebook interactions*Link from high authority siteDomain Authority: 74
Future Proofing SEODon’t chase the algorithm, work on what’s real….
Future Proofing SEOMake Sure People Link to You (aka outreach)
Future Proofing SEOThink About the FutureGoogle has a history of devaluing every type of link that was created for SEOpurposes• Directory links• Press release syndication• Article syndication• Blatant paid links• Wordpress theme links• And many moreUnless the links you build are part of your overall marketing & communicationsstrategy they will only work for a limited amount of time
Future Proofing SEOTargeted 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?
Future Proofing SEOJustifying a Link• Relevant• Great Metrics• High Traffic• Socially active• Target AudienceWould your PR/Marketing Director sign off a piece of content/link?
Future Proofing SEOWe can apply the same principles to content
Future Proofing SEOThis is useful, but it’s not a content roadmap
Future Proofing SEOIt’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
Future Proofing SEOEvery piece of content can be used to justify/earn links!
Future Proofing SEOIt’s about SEO marketing not SEO manipulation.
Future Proofing SEOSummary• 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!