what every marketer needs to know to future-proof their seo strategy
Post on 08-May-2015
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What Every Marketer Needs To KnowTo Future-Proof Their SEO Strategy
@drelevance | relevance.com
Aaron AdersCo-Founder & Market Research Director
Patrick SpencerVP Business Development
@drelevance | relevance.com
AGENDA
» Future-Proof Link Earning Insights» Short-term & Long-term Returns» How to Scale Link Earning» Real World Example» Questions
@drelevance | relevance.com
Future-Proof Link Earning Insights
@drelevance | relevance.com
From Librarians to Marketers
“A lot of SEO has been focused on technical matters and very highly specific ways to configure your website and stuff like that. There are best practices, and you need to make sure you get the basics right, but it is true that a lot of SEO is now circling back around to good old fashioned marketing.”
- Matt Cutts, Google
@drelevance | relevance.com
SEO Based on Quality Content is Future-Proof
"The philosophy that we’ve always had is if you make something that’s compelling then it would be much easier to get people to write about it and to link to it. And so a lot of people approach it from a direction that’s backwards. They try to get the links first and then they want to be grandfathered in or think they will be a successful website as a result.”
– Matt Cutts
@drelevance | relevance.com
SEO Based on Quality Content is Future-Proof
Quality Content is a Pre-Requisite to Earning Valuable Links & Mentions
#futureproofseo
@drelevance | relevance.com
Search Engines Promote Authoritative Brands
“We’re doing a better job of detecting when someone is more of an authority on a specific space. You know, it could be medical. It could be travel. Whatever. And try(ing) to make sure that those rank a little more highly if you’re some sort of authority ... we think might be a little more appropriate for users.”
– Matt Cutts
@drelevance | relevance.com
Earned Signals that can’t be built are key to developing brand authority
#futureproofseo
Search Engines Promote Authoritative Brands
@drelevance | relevance.com
Search Engines Promote Authoritative Brands
@drelevance | relevance.com
A variety of quality digital signals is a future-proof SEO strategy
#futureproofseo
Search Engines Promote Authoritative Brands
@drelevance | relevance.com
You Can’t Buy a Ticket to The Hilltop
“If someone pays for coverage or pays for an ad or something like that, those ads should not flow PageRank ... we’ll be looking at some efforts to be a little bit stronger on our enforcement as far as advertorials that violate our quality guidelines.”
– Matt Cutts
@drelevance | relevance.com
You can’t buy brand authority on search engine algorithms
#futureproofseo
Search Engines Promote Authoritative Brands
@drelevance | relevance.com
Earned Signals Help Panda Recovery Efforts
“We are looking at Panda and seeing if we can find some additional signals, and we think we’ve got some to help refine things for sites that are kind of in the border zone ... if we can soften the effect a little bit for those sites that we believe have some additional signals of quality, that will help sites that were previous affected ... to some degree.”
– Matt Cutts
@drelevance | relevance.com
Earned links can help websites recover from Google Panda
#futureproofseo
Search Engines Promote Authoritative Brands
@drelevance | relevance.com
A Variety of Digital Marketing Returns
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A Variety of Digital Marketing Returns
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Visibility & Targeted Traffic• Long-tail search traffic• Diverse & topically relevant keyword portfolio• Links and other digital signals
Search Engine Visibility
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Lead List Growth• Leads & prospects from relevant online communities• Long-term due to evergreen content
Lead Generation
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Social Mentions• Brand mentions• Relevant follower list growth
Social Media Buzz
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Opt-in Email List Growth
Grow Email Lists• Relevant content earns the most attentive email subscribers
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Retargeting Acceleration
Enhance Retargeting Audience• Increase Retargeting Audience Size• Increase Network Reach in Editorials Rather Than Ads
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Online Community Growth
Enhance Retargeting Audience• Social Network Follower Growth• Blog Subscriber Growth• Fan Page Growth
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Online Brand Awareness
Enhance Brand Awareness• Industry Communities• Private & Public Organizations• News Aggregators & Curators• Social Networks• Slideshows• Print Publications
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Scale Link Earning Without Scaling Cost
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The Earned Media Process
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1. Use Big Data to Identify• Valuable Online Personas• Where They Hangout Online• Relevant & Trending
Content/Topics• Content Ideas These Personas
Can’t Resist
The Earned Media Process
@drelevance | relevance.com
Scale Link Earning with Contributions
"I would concentrate on the stuff that people write, the utility that people find in it, and the amount of times that people link to it. All of those are ways that implicitly measure how relevant or important somebody is to someone else.”
Matt Cutts, Google
@drelevance | relevance.com
The Earned Media Process
2. Develop Irresistible Content• Will Educate, Entertain or
Inform a Specific Audience• Professional Design & Layout of
eBooks, Whitepapers, etc.• Branded Content that Solves a
Problem and Adds Value
@drelevance | relevance.com
SEO Based on Quality Content is Future-Proof
"The philosophy that we’ve always had is if you make something that’s compelling then it would be much easier to get people to write about it and to link to it. And so a lot of people approach it from a direction that’s backwards. They try to get the links first and then they want to be grandfathered in or think they will be a successful website as a result.”
– Matt Cutts
@drelevance | relevance.com
The Earned Media Process
3. Where the Rubber Meets the Road• Creating “Teaser” Articles
Featuring the Branded Content• Link to the Landing Page• Develop/Pitch Targeted Articles
to Relevant & High-Profile Online Publications
@drelevance | relevance.com
The Earned Media Process
“A guest post is something that a fantastic author has thought deeply about, labored over, polished, put a lot of work into and then publishes on a highly reputable domain name.”
Matt Cutts, Google
@drelevance | relevance.com
Search Engines Promote Authoritative Brands
“We’re doing a better job of detecting when someone is more of an authority on a specific space. You know, it could be medical. It could be travel. Whatever. And try(ing) to make sure that those rank a little more highly if you’re some sort of authority ... we think might be a little more appropriate for users.”
– Matt Cutts
@drelevance | relevance.com
The Earned Media Process
4. Convert Visitors into Leads• Capturing Leads, Email & IP
Addresses• Increase Conversion Rates, Traffic
& Social Metrics• Dropping Cookies on Browsers
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Real-Life Example
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The Explorer Traveler Infographic
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The Explorer Traveler Infographic
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The Explorer Traveler Infographic
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The Explorer Traveler Infographic
@drelevance | relevance.com
The Explorer Traveler Infographic
@drelevance | relevance.com
The Explorer Traveler Infographic
@drelevance | relevance.com
FINAL TAKEAWAYS»Where you rank doesn’t matter – how many
keywords drive traffic does
» Create LOTS of educational, problem-solving and/or entertaining content
» Publish content frequently
#rethinkSEO
@drelevance | relevance.com
TAKEAWAYS
» Publish content on trusted sources only
»Measure ROI through traffic & leads, not SERPs
» Distribute & promote content via social media
#rethinkSEO
@drelevance | relevance.com
QUESTIONS?
#rethinkSEO
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