how to take your seo into the future
DESCRIPTION
With this year’s big Google Panda updates adversely affecting many sites and the release of Google’s new social platform, what do you need to be doing to future proof your SEO? Attend this session as SEO expert, Dave Naylor explains how to harness techniques that are classed as SEO 2.0 and make your site rank better in the search engines as well as giving more to the users. With SEO strategies constantly changing as Google tries to clamp down on overused techniques, this is a must-attend session.TRANSCRIPT
How to Take SEO into the Future
Saturday 10th September
David Naylor
About MeOwner of Bronco, with Becky
Leading search marketing agency
Been in SEO for 13 – 14 years
Regular speaker at leading search conferences
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What is SEO 2.0?Is it just a buzz word or a defined technique?
SEO is constantly evolving, need to stay ahead and follow latest Google signals
Main goal is to still strive for AUTHORITY
Need to futureproof rankings3
What’s changed?Universal search and personalisation
The rise of the social networks
Google stepping into social (Wave & Buzz predate Google+)
Recent Google updates - Panda
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What hasn’t changed?
Google wanting you to build sites for USERS
and not for search engines
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What was Panda?
Sites that got hit:
Had weak content pagesHad links from sites that got hitWere over affiliatedWere poor for the user
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What did Panda look like?
Data: SearchMetrics
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What is still important?ON PAGE:
Good title tags, headings, unique content
Good site structure in coding & speed
Good on page linkage
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On pageTo be worthy for Visitors & Google, not just Google
More about long tail search traffic, than all focused on main terms
Add some conversion tracking too & optimise for visitors
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Off PageRanking algorithm still heavily weighted to links
Link landscapes and link profiling changing
Plenty of keyword ranking penalties being handed out for overcooking
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Link Landscapes
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Off PageNeed to mix up your links to match industry profiles – source and extend link types that are missing from profile
Branded links, keyword anchor, domain anchor, phrase + keyword anchor and plenty of “other” anchors.
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A bit on links – key factsA quick to find link is often not the one you want
Link building is very hard to do right – Quality vs Quantity
(Use SearchMetrics to see if a potential link partner has been hit!)
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Be smart with dataRankings are a moving target – need to develop new ideas to keep authority
Data overload – need to know how to use effectively, be analytical
Find new keywords, untapped traffic streams, good conversion points
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SEO 2.0, SEO for the futureTake a more holistic approach, use many different techniques
Build up brand and dominate 1st page real estate
Build strong community & interact with users
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Ways to improve presenceGoogle News & RSS – quality, interesting, worthy, unique content
Google Shopping – long tail results
Google Adwords – build brand awareness (doesn’t help rankings)
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Ways to improve presenceBlog – adds extra content & personality, include share buttons
Videos & Images – Youtube channel, good content for visitors
Reviews – Adds UGC and helps build brand profile
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Ways to improve presenceTwitter / Facebook – social media presence . Needs regular tweets & updates, and interaction
Stumbleupon / LinkedIn / Digg / Reddit – plenty of sites to build social profiles
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Ways to improve presenceVoucher Codes / Groupon – offer a reason for people to visit & recommend
Affiliate Scheme – run a good program so affiliates work for you
(Keep an eye on who’s promoting you)
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Google +1Google +1 is a ranking factor (what %?)
Signal of relevance, a vote of trust by users
Google can spot trends, enhance quality scores, detect interactions, deliver more tailored results
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Social media activityDo you need social media activity to rank better?
RT’s and Likes are signals – harder for Google with Facebook
Nofollowed links on Twitter are followed if the right criteria is met !
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If I was building a site…Part 1Good brandable domain with equity
Build a clean site, aim for Authority, but include user interaction points
Good structure, well SEO’d, unique content
No monetisation initially
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Part 2Extensive keyword research
Get into Google News – with “follow the sun” writers
Set up triggers for topical articles to be written and published quickly
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Part 2Mix up with relevant social accounts
Look for News aggregator partners
Bring in brand only link building
Run with this until around 20,000 visitors per day
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Part 3Continue to engage using social media
Start to monetise the news articles – Ajax inserts
Heavier PR link push into the main site
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Part 4Once authority has been built, push for the big traffic terms with on page and off page SEO
Build more authority through link building and gain higher ranking for big terms while still pushing out great content.
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So….Top survival tipsKeep learning from Google
Use traditional SEO wellCreate good worthy contentEngage with social media & maintainFind the footprint that suits your sectorWork hard
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And finally….
What does the future hold?
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Any Questions?David Naylor
Twitter: @davenaylor
Email: [email protected]
www.davidnaylor.co.uk www.bronco.co.uk
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