digital roadmap: expansion

ExpansionDigital Roadmap

© Jellyfish 2017

August 2017

A global boutique agency

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We are all the positives you’d expectfrom a specialist boutique agencyACCOUNTABLE | AGILE | PERSONABLE

Yet we are able to deliver at scaleGLOBAL REACH | A NETWORK OF OFFICESKEY TECHNOLOGY PARTNERSHIPS

We create perfect digital journeys!

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Recent News

Performance Agency

And...

Times International Track 2003 x RAR Awards: Creative Innovation, Online Advertising, On Budget

New offices in Umhlanga, San Francisco, Barcelona & The Shard Exceeded over 400 staff globally

OF THE YEAR 2017

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What I ranted about last month

Traction Recap

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The Technical SEO Renaissance is here!Ensuring your website is free from technical gremlins that may prevent Google from

thoroughly crawling, indexing and ranking your website is more important than ever.

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Topic & Keyword ResearchIdentifying, educating and answering the questions of inquisitive users who are

proactively searching for relevant information is key to organic search marketing success.

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How to expand your search marketing efforts

Expansion SEO

8Bershka | Jellyfish Technical SEO Auditing | 02 August 2017

CONTENT AUTHORITYTECHNICAL

TOPIC & KEYWORDRESEARCH

ONSITE ONSITE OFFSITE

Technical Optimisation Content Optimisation Authority Building

SEO PERFORMANCE FRAMEWORK

The three aspects considered most important for success in the current SEO landscape are:

EXPANSION

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Make Onsite Content Work HarderOnsite web content needs to demonstrate clear relevancy and usability

signals to perform in a crowded organic space.

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Content hierarchyUser persona development

Journey mappingVideo & rich media optimisation

Position zero optimisationFeatured snippet configuration

BlogsArticles

WhitepapersVideo

ReviewsCase studiesTestimonials

PodcastsMicro-sites

Interactive graphicsGuides and widgets

On-page copy optimisationPage attribution optimisation

Page titlesHeading tags

Meta descriptionsTranscripts

Schema

Copy Structure Format

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How Google uses links to rank your website

Links Links Links!

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“Upvotes from quality people mean a solid popularity arc and influencer access to the city's top spots”

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How to manipulate Google into ranking your website

Bad Link Building Shenanigans

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Black-Hat SEOIn the beginning Google was an easy search engine to “trick”. SEOs figured out that

just by sending a lot of links to a website with what they wanted the site to rank for in the anchor text was enough to ensure #1 page rankings.

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Google Releases the Penguins

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It Still Works...● Buying links● PBNs (Private Backlink Networks)● Authority domain redirection● Fake reviews● Old-skool link spamming● Negative SEO

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Ethics in SEO● All bought links should be ‘nofollow’● All incoming links should not be controlled by one entity● Ask your agency or SEO for a link report

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Links that Google loves

Link Love

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Authority & BacklinksGaining website authority is key to organic search expansion.

Search Marketing Meetup | 29 August 2017

Links from Authority Websites● Website authority score (choose a DA over 60)● Does the website offer value to its readers/users?● Does the website have trust signals (HTTPS, social engagement, comments, great content)

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Link Relevancy● Is the website’s niche/industry relevant to yours?● Is page that you are linked from relevant to your linked to page?● Would the audience of the site love your content?

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Creating Linkable Content AssetsDeveloping strategies focused on creating and distributing valuable, relevant and

consistent content to attract and retain a clearly-defined audience is known as content marketing.

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Content Marketing Examples:Useful Resource Linking

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Content Marketing Examples:Curated Content

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Content Marketing Examples:Guides & Downloads

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Content Marketing Examples:Brand Collaborations

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Content Marketing Examples:Guest Posting

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Content Asset Examples:Video Content

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The Scathing Critique!

Link Profile Analysis

Pelican Systems: Organic Visibility

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Google Quality Update

Penguin 4.0

‘Fred’ Update

Latest Quality Update

Pelican Systems: Competitor Comparison

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Pelican Systems: Competitor Comparison

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THANK YOU!