advanced seo strategies - integrating pr and social with your seo strategy
DESCRIPTION
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.TRANSCRIPT
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Advanced SEO Strategies
Advanced SEO Strategies Integrating SEO with PR & Social Media
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Advanced SEO Strategies
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Advanced SEO Strategies
SEO Turbulence
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Advanced SEO Strategies
Unnatural Links
1
2
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Advanced SEO Strategies
Penguin• 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
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Advanced SEO Strategies
Combating 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
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Advanced SEO Strategies
Link Classification
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Advanced SEO Strategies
Is this link manipulative?
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Advanced SEO Strategies
Unnatural 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
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Advanced SEO Strategies
SEO Changed• Low quality content is actively being penalised• Unnatural links are been devalued and causing penalties• Anchor text manipulation is being actively penalised
Google are getting better at detecting quality and removing spam
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Advanced SEO Strategies
Google Webmaster Hangouts
https://sites.google.com/site/webmasterhelpforum/en/office-hours
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Advanced SEO Strategies
Is SEO Dead?
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Advanced SEO Strategies
SEO Strateg
y
Comment Spam
Content
Spinning
Fake Review
s
Forum Profiles
Blog Networks
Text Link Ads
Article Marketin
g
If this is your strategy, YES!
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Advanced SEO Strategies
The Right Strategy
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Advanced SEO Strategies
SEO Strate
gy
Locations OptimisationOutreach
Content Strategy
Authorship
Technical SEO
Google +
Editorial Link BuildingSocial
Image Optimisation
Blogging
Schema
Video Optimisation
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Advanced SEO Strategies
Your Strategy Has To Change!
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Advanced SEO Strategies
Crafting the Perfect Link profile
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Advanced SEO Strategies
Brand Anchor Text
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Advanced SEO Strategies
Variation
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Advanced SEO Strategies
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Advanced SEO Strategies
Domain Authority Spread
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Advanced SEO Strategies
Natural Profile
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Advanced SEO Strategies
Link strategyThe only way to future-proof your link strategy is to make links a natural by-product of your normal marketing strategy
As you might expect, this isn’t easy. How many links does your marketing strategy deliver every month at the moment?
If you sit back and wait for links to arrive you won’t get enough to rank
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Advanced SEO Strategies
Relationships
Client PR Strategy
Corporate Comms
Media Relations
Blog Outreach
Social MediaCrisis Comms
Internal Comms
Public Affairs
Agency SEO
Strategy
Linkbuilding
Keyword Research
Other SEO projects
Onsite Optimisation
Client does some great stuff over here
Most agency/client link building relationships work like this
Agency does some other stuff over there
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Advanced SEO Strategies
It should work something like this
Marketing
Corporate Comms
Links
Media Relations
Links
Blog Outreach
Links
SEO
Keywords
Technical SEO
Social Media
Links
Crisis Comms
Links
Reputation Management
Internal Comms
SEO Training
Public Affairs
Links
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
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Advanced SEO Strategies
Outreach
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Advanced SEO Strategies
Breaking Down A NicheExample – Film and movie bloggers:
• Film news• Independent film• Horror• Action• Film reviews• Film making
A single generic approach simply wont cut it across all of these niches, we need to tailor our outreach to each mini-niche
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Advanced SEO Strategies
Open Site Explorer
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Advanced SEO Strategies
SearchMetrics
These are the top, socially visible posts
Great indication as to the content that the niche wants
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Advanced SEO Strategies
Link Building Strategies
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Advanced SEO Strategies
Link Wheel… With a Twist
Authority Publisher
Guest post
Guest post
Guest Post
Guest Post
Guest Post
Target Website
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Advanced SEO Strategies
Advertorials
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Advanced SEO Strategies
Leveraging Links• Interviews
• Images
• Translation
• Commentary
• Giveaways
• Flattery
• Sharing
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Advanced SEO Strategies
Examples• Bingo – Mummy Blogger Awards
• Trailers from Cinema Chain
• Expert opinion – financial spread betting
• Data trends from diamond retailer
• Backup Plugin for Wordpress
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Advanced SEO Strategies
Our news strategy
Base content around current events
Comment and react to industry changes and news
Incorporate your social activities into you content
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Advanced SEO Strategies
Doesn’t matter if links are paid, it matters how they
appear.
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Advanced SEO Strategies
Editorial 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.
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Advanced SEO Strategies
Sharing 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
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Advanced SEO Strategies
Tweeting
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Advanced SEO Strategies
Recommended Tools
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Advanced SEO Strategies
Summary• 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
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Advanced SEO Strategies
[email protected]://www.branded3.com/http://www.seowizz.net/@tim_grice
Questions?