B3 Seminar: The Latest Advanced SEO & Link Strategies - Patrick Altoft

The Latest Advanced SEO & Link Strategies

The Latest Advanced SEO
& Link Strategies
by Patrick Altoft


What I’m talking about
• Making users love you
• How great sites are winning the SEO race
• How to make your site great
• Being memorable
• Content strategy
• Getting social
• Links


Do people love you?
It’s unquantifiable, tough to explain to clients & impossible
to make a business case for but love is slowly & steadily
becoming part of the Google algorithm

Google can tell whether people love your website & is
rewarding the most loved websites with higher rankings.

Panda downgraded sites that people didn’t love – why
wouldn’t Google reward sites that people do love?


How can Google understand love?
Hundreds of user engagement
signals are analysed and fed into
an artificial intelligence algorithm

The 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 over 10m websites


How artificial intelligence
shapes the algorithm
New algorithm
• Based on what we know
about sites that are loved, do
we think that people love
your site?

Old Algorithm
• Let’s score you on various
trust signals & see how you
perform


Poor quality sites just don’t perform as well
Historically a mediocre company with a below average site could implement an
aggressive link strategy based on mediocre links and generate top rankings.

Now Google actively penalises for bad links rather than just devaluing them


Great sites are winning in 2012
• Doing SEO for a great site is 10x easier than doing SEO for a mediocre site
• For most companies this is the difference between success and failure in an SEO campaign

?
Panda


People love John Lewis


People love M&S


What can I do?
• Want to know how Google sees your site? Just ask
your visitors.

• Every site should be permanently asking for
feedback from different groups of people

• Adopt a mantra of continual improvement & use
survey scores as a KPI

• http://qualaroo.com


Content Strategy
Our Data Insights team analysed visits across one of the UK’s largest
retail ecommerce websites and found that users who engaged with a
piece of content such as an article, forum thread or video on the site
before reaching a product or category page were 5 times more valuable
than users who arrived directly on a product or category page.

Users who engage with quality content place more trust in the brand so
convert at a higher rate, purchase more products and have a greater
tendency to make repeat purchases

Increasing brand trust, improving conversion rates and encouraging
larger sale values are all vital elements of any digital marketing campaign


Attribution modelling
Adding attribution modelling into the mix demonstrates even further why a strong
content strategy is so important – on average non-brand organic SEO is 40% more
valuable than a traditional “last click wins” methodology would show.
Content strategy increases assisted conversions


Content makes your site memorable
Our research shows that 40% of ecommerce transactions are carried out
24 hours or more after users first visit the website


Being memorable
Only 40% of revenue is attributable to users who buy on the first visit – most of your
customers will need to remember you and find you a second time


Content Strategy Framework
Content Audit Informative User Generated Content Roadmap
Shareable Content Site Structure
Document Content Content Document

• Typography • Brainstorming • Research Q&A on • Reviews – • Where does content • Monthly or weekly
• Readability • Competitor Analysis Yahoo Answers, implementation, ince need to go (blog or content plan
• Spelling/grammar • Examples & Quora, Facebook, ntivisation etc Q&A etc) • Special events &
• Shareability screenshots from Twitter • Q&A section or Q&A • How should the calendar
competitors • Search for questions on product pages etc sections be • Blog calendar
• Keyword use
in Analytics data & • Forums, blog structured • PR calendar
• Copyscape report on
keyword tool data comments, guest • Design & UI
stolen content
• Gap Analysis of blog posts, in-depth • Interlinking between
• Social media shares
current content content reviews sections
• Examples & • Examples & • Examples &
screenshots from screenshots from screenshots from
competitors etc competitors etc competitors


People are already doing this


Get social
Make something
users will love

Encourage them
to share

*This is the Twitter Analytics
interface for verified users


Social SEO is not about fans & followers
It’s about engagement


Tweeting


Sharing


Reviews
If you don’t have a user
review strategy – why not?


Questions & Answers
Why wouldn’t you do this?


External Reviews
• Build users trust
• Improve conversion rates
• Increase basket size
• Improve Quality Score for PPC

Why wouldn’t you do this?


Usability
How many sites are hard to
use on a mobile device or
iPad?

What’s your conversion rate
on Safari?

Our data for 30m UK users in
August puts Safari at over 30%
market share with most visits
coming from iPad and iPhone
use – Safari is the most
popular browser on lots of
ecommerce sites


Usability & Conversion Rates


This sounds hard, can we ignore SEO?
For an established business the new rules of SEO are a tough sell
because businesses need information about ROI to sign off projects
and struggle to implement new ways of working

Maybe you can just ignore SEO?


The new rules of The Internet
Look at it another way - Google is just mirroring real life and ranking sites that users
want to see. If people don’t like your site this will impact everything you do online.

If you don’t focus on making users love you then how will you get traffic?

• PPC – Google will bring these factors into the Quality Score algorithm sooner or later
• Direct – if users don’t love you will they still visit your site directly?
• Social media – unloved sites never succeed in social media
• Affiliates – can you afford to pay commission for all your sales/leads?
• Conversions – users convert better if they love the site


It’s not about growth
Look at all the brands who have lost huge amounts of revenue due to
Panda, Penguin and unnatural links.

SEO is no longer just about growth.

For some businesses SEO is just about forward thinking to protect market
share and make sure the next major update doesn’t ruin your business.


This is your Kodak moment
Kodak invented the digital camera in 1975 and were
well aware in 1981 that digital was the future

They just didn’t do anything about it


Link strategy
The 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


Relationships
Most agency/client linkbuilding 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


It should work something like this
Marketing

Media Blog Social Crisis Internal Public
Corporate 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

B3 Seminar: The Latest Advanced SEO & Link Strategies - Patrick Altoft

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B3 Seminar: The Latest Advanced SEO & Link Strategies - Patrick Altoft