b3 seminar: engagement: the new ranking factor - tim grice
DESCRIPTION
Keywords and links have been the focus of SEO campaigns for over a decade; however, we are beginning to see evidence of another signal, a signal that is genuinely challenging the dominance of link driven authority. This session will take a look at how we use engagement to create massive growth through our SEO channel.TRANSCRIPT
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Engagement: The New Ranking Factor
Tim Grice – Director of Search
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Branding
Citations
Social
Authority
Engagement
Anchor Text
Keywords
Links Ranking Signals
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Branding Engagement
Ranking Signals
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SEO Task List
Find relevant keywords
Add keywords to content
Build links (From anywhere)
Anchor text
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£ Traffic You have to
Engage
YOUR SITE
Engage
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“There is no shortcut to success.”
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…return to Search
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Anyone Remember Panda?
Low quality content
Unclear or no call to actions
Poor navigation
Does your content serve the user
…they leave
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Where do we
Start?
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Identify Poor Performance
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Cross Reference with Keyword Data
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Most Panda issues can be solved through better Engagement
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How do we increase
Engagement?
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What’s your goal?
Genuinely aim to add value
Be generous (What’s in it for them?)
Be interested, not interesting
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Know your story before trying to know theirs.
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Revolutionary study: We prove that tweets actually do affect rankings
Programatically assigning a Customer Group in Magento
Should you spend time on link removals
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Our outstanding reputation means that over 80% of our business is inbound
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Google Analytics
Social Listening
Market Research
Customer Feedback
Focus Groups
Who are you trying to Engage?
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Blogs
Site Search
Competitors
Market Research
Forums
Social Sites
Reviews
Keywords
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Audience Reporting
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Consumer Surveys
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A story you have experienced comes
Alive!
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Data + Emotion = Engagement
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Relevant
User Experience
Fast
Comprehensive
want
What
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Content Strategy Manual Action/Panda
Manual Action Revoked
Content Strategy
No Link Building
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Put your best content in front of people.
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Rankings without Links
20% Bounce Reduction
200% Time on Page
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If you have enough links to be in the top 5 you have enough to be at the top.
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What about
Branding Popularity?
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Your website has to be popular
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60,500
22,200
14,800
12,100 33,100
14,800
All things being equal, branding wins…
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Useful
Entertaining
News Worthy
Insightful
Provoke Engagement
Audience Led
Creative
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TV
Outreach
PR
Display
Social
Paid Search
Creative
Apps
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You’ll always rank position ‘1’ for brand search
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2014 – The year of building better websites.
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“I’ve always believed that if you put in the work, the results will come”