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Advanced SEO Strategies 2012

Tim Grice
Head of Search, Branded3
High Value, Natural Link Signals

 •   Why in Content?
 •   Anchor Text Variation
 •   „News‟ Strategy
 •   Freshness
 •   Developing Natural Signals
In Content Links Work Better

  •   More defendable
  •   Less likely to be devalued
  •   Compliment Outreach
  •   More relevant
Anchor Text Variation
• Old advice but still under used
• Use „related searches‟ + Google Suggest
• Avoids filters and adds value
News Strategy
 Regular Content    Agree on         Re-write Content
    Updates        Commentary




  Push Story to    Publish through      Incorporate
  Sourced Blogs      news sites            Brand




                    Spread Story     Monitor Alerts for
   Syndication     Through Social          Link
                       Media          Opportunities
Why it works…

 • Mimic‟s the natural spread of content around
   the web
 • Creates a natural link spike
 • Brand signals work
 • A natural spread of authority
„Fresh Rank‟
• Google wants up to date content
• A page can be deemed „fresh‟ through inbound links
• Links placed in „crawled‟ content have low value
Freshness Test
Developing Natural Signals
  •   Google improving link analysis
  •   Anchor text variation and brand
  •   Location of links
  •   Authority spread of incoming links
  •   Justify your links
  •   Targeting „high‟ metrics only, is a mistake
Protecting Your Site
 Variation = Filter Protection
Anchor Text

 • Decide on 10 – 15 keywords per page
 • Use „Brand‟ and „Noise‟ signals
 • Use the Google Keyword tool/Suggest/Related
   Searches
 • Helps understand the true SEO value of a page
Variation in Action!
Link Types
“It‟s not all about metrics”
Paid Link Profile
Google Panda

 • Biggest Offences
             > Internal duplicated content
             > Cross domain duplication
             > Pagination issues
             > Thin pages
 • SEO teams need be involved in every site update
 • Panda is not a link based algorithm
International SEO + hreflang
 • Google has issues with duplicated content across
   international sites
 • Consolidate page signals using the language tag
 • Canonical link same language sites back to the
   master domain (.com, .ie, .co.uk, .ca etc…)
 • All sites benefit from the authority of the canonical
   domain
Competitor Strategies
   6 Questions to ask:

   •   What type of links are they?
   •   What is the spread of authority?
   •   Which countries do the come from?
   •   Which sites do they publish content on?
   •   At what rate are they building links?
   •   What is their overall PR/Social Strategy?
The Links
  •   Editorial links
  •   Text links/Paid Links
  •   Banner image links
  •   Link Spam
  •   Infographics / Social Links
  •   Bookmarking & Forums

  Always pick the better links to copy, these are the
  ones with the most longevity.
Open Site Explorer
Authority Spread
Link Location




 http://blekko.com/
Majestic SEO
 • How aggressive are competitors?
 • Can you overtake them?
Infographics
 • Use Image Search to find linking sites
Social Link Strategy

  • What news are they syndicating?
  • What link bait ideas worked & who linked
    to them?
  • Where do they guest blog?
Search Metrics
 • What content works best?
ROI + SEO
 • Much more difficult than Paid Search
 • Rarely develop ROI on a keyword basis
 • You need to understand where your biggest
   opportunities are
 • Best to measure ROI on a page basis
Cumulative SEO Benefit
 •   Decide on target keywords per page
 •   Estimate cumulative traffic
 •   Use average conversion data to estimate value
 •   Expect to wait 12 months to break even
Opportunity Analysis
                     Conversion
                       Rate




                   Opportunity



                                  Potential
         Ranking
                                   Traffic
Opportunity Analysis
 • Look for relevant keywords ranking
   between 12 – 20
 • Estimate potential traffic
 • Factor in average conversion rate
 • Quickest avenue to ROI
 • Can use multiple API‟s to automatically process
Attack + Defend Strategy
  • High value keywords need maintaining
  • Attack terms can be moved into defence once
    rankings achieved
  • Less effort needed to defend keywords
  • Allows you to target more terms without
    increasing budgets
Learning more…
 • Read SEOwizz.net & Blogstorm.co.uk

 • Email tim.grice@branded3.com for free SEO advice
   or connect on Twitter @tim_grice

 • Visit our website www.branded3.com

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Search Marketing Theatre; Advanced SEO Strategies 2012

  • 1. Advanced SEO Strategies 2012 Tim Grice Head of Search, Branded3
  • 2. High Value, Natural Link Signals • Why in Content? • Anchor Text Variation • „News‟ Strategy • Freshness • Developing Natural Signals
  • 3. In Content Links Work Better • More defendable • Less likely to be devalued • Compliment Outreach • More relevant
  • 4. Anchor Text Variation • Old advice but still under used • Use „related searches‟ + Google Suggest • Avoids filters and adds value
  • 5. News Strategy Regular Content Agree on Re-write Content Updates Commentary Push Story to Publish through Incorporate Sourced Blogs news sites Brand Spread Story Monitor Alerts for Syndication Through Social Link Media Opportunities
  • 6. Why it works… • Mimic‟s the natural spread of content around the web • Creates a natural link spike • Brand signals work • A natural spread of authority
  • 7. „Fresh Rank‟ • Google wants up to date content • A page can be deemed „fresh‟ through inbound links • Links placed in „crawled‟ content have low value
  • 9. Developing Natural Signals • Google improving link analysis • Anchor text variation and brand • Location of links • Authority spread of incoming links • Justify your links • Targeting „high‟ metrics only, is a mistake
  • 10. Protecting Your Site Variation = Filter Protection
  • 11. Anchor Text • Decide on 10 – 15 keywords per page • Use „Brand‟ and „Noise‟ signals • Use the Google Keyword tool/Suggest/Related Searches • Helps understand the true SEO value of a page
  • 13. Link Types “It‟s not all about metrics”
  • 15. Google Panda • Biggest Offences > Internal duplicated content > Cross domain duplication > Pagination issues > Thin pages • SEO teams need be involved in every site update • Panda is not a link based algorithm
  • 16. International SEO + hreflang • Google has issues with duplicated content across international sites • Consolidate page signals using the language tag • Canonical link same language sites back to the master domain (.com, .ie, .co.uk, .ca etc…) • All sites benefit from the authority of the canonical domain
  • 17. Competitor Strategies 6 Questions to ask: • What type of links are they? • What is the spread of authority? • Which countries do the come from? • Which sites do they publish content on? • At what rate are they building links? • What is their overall PR/Social Strategy?
  • 18. The Links • Editorial links • Text links/Paid Links • Banner image links • Link Spam • Infographics / Social Links • Bookmarking & Forums Always pick the better links to copy, these are the ones with the most longevity.
  • 22. Majestic SEO • How aggressive are competitors? • Can you overtake them?
  • 23. Infographics • Use Image Search to find linking sites
  • 24. Social Link Strategy • What news are they syndicating? • What link bait ideas worked & who linked to them? • Where do they guest blog?
  • 25. Search Metrics • What content works best?
  • 26. ROI + SEO • Much more difficult than Paid Search • Rarely develop ROI on a keyword basis • You need to understand where your biggest opportunities are • Best to measure ROI on a page basis
  • 27. Cumulative SEO Benefit • Decide on target keywords per page • Estimate cumulative traffic • Use average conversion data to estimate value • Expect to wait 12 months to break even
  • 28. Opportunity Analysis Conversion Rate Opportunity Potential Ranking Traffic
  • 29. Opportunity Analysis • Look for relevant keywords ranking between 12 – 20 • Estimate potential traffic • Factor in average conversion rate • Quickest avenue to ROI • Can use multiple API‟s to automatically process
  • 30. Attack + Defend Strategy • High value keywords need maintaining • Attack terms can be moved into defence once rankings achieved • Less effort needed to defend keywords • Allows you to target more terms without increasing budgets
  • 31. Learning more… • Read SEOwizz.net & Blogstorm.co.uk • Email tim.grice@branded3.com for free SEO advice or connect on Twitter @tim_grice • Visit our website www.branded3.com