Originally presented at http://www.brightonseo.com Google can spot the difference between sites using tired, old tricks to simulate relevance and brands which are genuinely relevant to searchers. Successful, relevant brands need to understand how travellers and shoppers navigate the web to research, shortlist, compare and make purchases. And what influences them as they make those journeys. Propellernet calls it Authentic Search™ and it delivers genuine brand authority and superb results.

1. The importance of authenticityStefan Hull, Propellernet

2. Authenticity... Refers to the truthfulness of origins, attributions, sincerity, devotion and intentions. Source: Wikipedia

3. Why we need to ‘keep it real’

4. Now and in the future What are the links that will stand the test of time? It is an editorial link by someone that’s informed... they are not tricked; there is no bait and switch involved. Source: Matt Cutts (Google) (2008)

5. And the bigger picture We expect online… marketing campaigns to be transparent so consumers can clearly tell when blogs [and] posts... have been published in return for payment or payment in kind Heather Clayton (Senior Director – OFT)

6. Authentication... The act of establishing or confirming something as authentic, that is, that claims made by or about the subject are true Source: Wikipedia

7. Authentication is aboutunderstanding Google Configure Create Cultivate What needs doing Structure Content Authority What Google values Acquire Capitalise Transform Delivering these results

8. Authenticity is aboutunderstanding customers

9. And what motivates them Booke.g. hotel names Awarenesse.g. broad generics Researche.g. cheap, size, location, material Evaluatee.g. best, cheapest Commit e.g. product and/or brand Structure ? ? ? ? ? Content ? ? ? Authority ? ? ? ? Running shoes Cheap running shoes Size 9 running shoes Running shoes for flat feet Best running shoes for women Best running shoes for shin splints Asics GT2160 running shoes Search Groups

10. It’s about influence

11. levering great content

12. Making it real

13. Delivering authority Running shoes Cheap running shoes Mens running shoes Configure Create Cultivate On-page SEO PPC Search personas: Entry level Intermediate Hardcore Target media:National Title tags Internal links Refine options PPC campaign restructure On-page copy Video – A guide to choosing running shoes Features – “Running in Winter”, “Running for Beginners” etc. Product Placement – “Best Kit for Winter” Badge scheme – Official kit reviewer

15. Revenue has increased by nearly 80% over the same comparison period

17. Through key influencers

18. Using push and pull tactics

19. To deliver success #1 for ‘running shoes’ in Google #1 and #2 for ‘cheap running shoes’ #1 for ‘running shoes advice’

20. In summary Is your search strategy authentic? Will Google authenticate you as a genuine authority? Is your authenticity based on an understanding of what motivates your customers?