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!

Search Marketing Meetup | 29 August 2017

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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


4Search Marketing Meetup | 29 August 2017

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.



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.


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.


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


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”


http://www.youtube.com/watch?v=R32qWdOWrTo


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


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


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


Links that Google loves

Link Love

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


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)


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



The Scathing Critique!

Link Profile Analysis

Pelican Systems: Organic Visibility


Google Quality Update

Penguin 4.0

‘Fred’ Update

Latest Quality Update

Pelican Systems: Competitor Comparison



THANK YOU!