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

Advanced SEO Strategies

Integrating SEO with PR & Social Media


SEO Turbulence


Unnatural Links

1

2


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


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


Link Classification


Is this link manipulative?


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


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


Google Webmaster Hangouts
https://sites.google.com/site/we
bmasterhelpforum/en/office-
hours


Is SEO Dead?


Comment
Spam

Article Content
Marketing Spinning

SEO
Text
Strategy Fake
Link Ads Reviews

Blog Forum
Networks Profiles If this is your strategy, YES!


The Right Strategy


Locations Optimisation
Video Optimisation Outreach

Schema Content Strategy

Blogging
SEO
Authorship
Strategy

Image Optimisation Technical SEO

Social Google +
Editorial Link Building


Your Strategy Has To Change!


Crafting the Perfect Link profile


Brand Anchor Text


Variation


Domain Authority Spread


Natural Profile


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 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


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


Outreach


Breaking Down A Niche
Example – 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


Open Site Explorer


SearchMetrics

These are the top, socially visible posts

Great indication as to the content that the niche wants


Link Building Strategies


Link Wheel… With a Twist
Guest
post

Guest Guest
Post post
Authority
Publisher Target Website

Guest Guest
Post Post


Advertorials


Leveraging Links
• Interviews

• Images

• Translation

• Commentary

• Giveaways

• Flattery

• Sharing


Examples
• Bingo – Mummy Blogger Awards

• Trailers from Cinema Chain

• Expert opinion – financial spread betting

• Data trends from diamond retailer

• Backup Plugin for Wordpress


Our news strategy

Base content around current
events

Comment and react to industry
changes and news

Incorporate your social
activities into you content


Doesn’t matter if links are paid, it
matters how they appear.


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.


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


Tweeting


Recommended Tools


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


Questions?
tim.grice@branded3.com
http://www.branded3.com/
http://www.seowizz.net/
@tim_grice

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

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