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You’ll never build a natural
link until you’re worth
talking about
Tim Grice – Head of Search
Keywords

Rankings
Links

Rankings
SEO

Google
Why?
It worked
Google are stupid
Everybody does it
It was cheap
This categorically does not
work anymore
Penalties
Manual Reviews

Review

Trigger

Applied
But also because…..
• Disavow Data
• Devaluation of other signals
• Network Discovery

• Webmasters are more inclined to report
Unnatural Links
Bad Strategy

Penguin 2.0
Algorithms
2009 - Vince

“An algorithm that seemed to favour big brands,
as it was thought users could trust brands more”
2010 – May Day

“Sites with large-scale thin content were devalued, all
in attempt to give users better results”
2010 – Google Instant

“Faster results for users”
2010 – Social Signals
“Google & Bing confirm the incorporation of social
signals as part of the algorithm, leveraging user data
from Facebook & Twitter”
2011 – Panda
“Affected 12% of search results, devaluing thin
content, content farms, and websites that offered little
value to the user”
2012 – Search + Your World

“Further moves towards personalisation and the
incorporation of Google + user data”
2012 – Venice

“Provided users with more localised results”
2013 – Hummingbird

“Attempts to understand keyword associations
and user intent.”
SEO

Google
What Google Think?
Q:Want to use Google as a platform to sell?
A: Use Adwords, Shopping, Places.
Q:Want to add value, insight and contribute
to the conversation?
A: SEO is your friend.
“How do I get to the top of Google?”
is the wrong question.
“How do I get so popular that
Google have no choice but to
rank me?” is the right question.
On site guidelines will always be in place.
Duplicate Content

• Canonical tags

•

• Schema

• Site Architecture

• Pagination

• Etc……

…and will always be important.
B3seminar oct tim final
But there is a reason Google doesn’t
issue link strategy guidelines
Let’s talk
The current

Sentiment

Engagement

NEWS
DESIGN

BUILD

Quality

Structure

CITATIONS

is listening to…

CONTENT

CONVERSATIONS

Authority
BLOG

Satisfaction

SOCIAL

Relevance

Freshness
Tactics are fine but first
address your thinking.
Some questions…
•

Who are your audience?

•

What are they interested in?

•

What online conversations are they having?

•

What do they need answers to?
Become genuinely interested
Interested in…
• In your industry
• In your audience
• In your customers
• In problem solving
• In adding value
Focus on their interests
B3seminar oct tim final
You begin asking the right questions.
• What conversations are
people having?

• What would people find
helpful?

• What are people missing?

• What do people find
contentious

• What do people find
humorous?

• What are people sharing?
Historic questions
What links do our competitors
have?

Do Google prefer in content
links?

What anchor text is best for
Google?

Will Google penalise me for paid
sidebar links?

What is the ideal PageRank for
a link?

Is a link at the top of the page
better than the bottom?
Google want to know about

People
Let’s talk
Don’t pay
for links….

Pay for
a star
B3seminar oct tim final
Oh, and did I mention Links?
Paid Media = Earned Links
Use cheap paid media to kick start
campaigns.

Contentious/Humorous content
works best.
Have a sense of humour
Have an opinion
“If you don’t focus on people your link strategy will not
stand the test of time”
Tim Grice Brand3

Link please
B3seminar oct tim final
Focusing on your audience
means you can forget about
your products.
B3seminar oct tim final
Do your research and offer up
your findings.
You

Feeds the
A Strategy that meets multiple objectives
• Activates conversation around your business
• Puts in front of your target audience
• Encourages and increases brand search
• Generates shares and likes
• Allows you to truly engage people and build relationships

• Puts you in the ZMOT
Customers will use an average of 10 resources
before making a decision to purchase
Summary
•
•
•
•
•

Put real effort into becoming the best result
Take an interest in people
Be worth talking about
Talk in terms of your audience interests
Add Value
Thank You
Tim.Grice@branded3.com
@Tim_Grice
#B3Seminar
@Branded_3

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B3seminar oct tim final

Hinweis der Redaktion

  1. So how do we implement Persuassive design? What can we do to connect more with our users?