Tim will delve into recent Google updates, advising on the many pitfalls companies may encounter. SEO is no longer an activity that can sit in a silo, it has to be integrated with other marketing activity in order to future-proof market share.

1. Importance of an Integrated SEO Strategy
Importance of an
Integrated SEO Strategy
Tim Grice

2. Importance of an Integrated SEO Strategy
What do we mean integrated?

3. Importance of an Integrated SEO Strategy
Marketing
Market Strategy
Trends USP
Key
Target User Influences
Audience Journey
SEO should be integrated with a much wider
strategy

4. Importance of an Integrated SEO Strategy
Why?

5. Importance of an Integrated SEO Strategy
Ouch!!!
Panda
Unnatural Links
Penguin

6. 200 Directory Submissions for $50
Importance of an Integrated SEO Strategy
£300 premium SEO Package
£49.99 a month, no contract!
Submit articles to 1000 SEO Friendly Directories
Blogging Services, 50 Articles for $100

7. Importance of an Integrated SEO Strategy
You can recover
Write unique, useful content
Remove toxic links
Add a disavow file
Send reconsideration
There is a difference between a manual penalty and an
algorithmic penalty.

8. Importance of an Integrated SEO Strategy
Google Mean Business
Matt Cutts
Analyst Analyst Analyst
Evaluators x 12 Evaluators x 12 Evaluators x 12

9. Importance of an Integrated SEO Strategy
Things to remember….
You will need to combine link tools to get a large enough sample
WMT is not going to give you all the links you need
Google will manually review your links after reconsideration
You will only recover when the majority of links are removed or in the
disavow tool

10. Importance of an Integrated SEO Strategy
SEO Marketing not Manipulation

11. Importance of an Integrated SEO Strategy
This Doesn’t Mean SEO is Dead

12. Importance of an Integrated SEO Strategy
It means integration…
Social Mentions
PR
Outreach Links
Data
Content
Shares

13. Importance of an Integrated SEO Strategy
Everybody has an opinion!

14. Importance of an Integrated SEO Strategy
News Strategy
Shortlist Target
News Brainstorm Launch Content
Sites
Rewrite Social Use Quote
Publish on
Target Sites

15. Importance of an Integrated SEO Strategy
The more informed SEO is, the better
the results will be.

16. Importance of an Integrated SEO Strategy
Link Building

17. Importance of an Integrated SEO Strategy
404 hijacking
Scrape
Site Link 404 Opportunity
Search
Command Extraction Checking Analysis
Results

18. Importance of an Integrated SEO Strategy
Finding Links
http://www.iwebtool.com/link_extractor

19. Importance of an Integrated SEO Strategy
Checking 404’s
http://www.virante.org/seo-tools/live-headers

20. Importance of an Integrated SEO Strategy
Opportunity Analysis
http://www.majesticseo.com/reports/bulk-backlink-checker

21. Importance of an Integrated SEO Strategy
If you don’t have the content, create it!

22. Importance of an Integrated SEO Strategy
What about building links that might actually
get clicked on??

23. Importance of an Integrated SEO Strategy
Who is your target audience?
Publish something useful and tell them!

24. Importance of an Integrated SEO Strategy
3 Links
366 Relevant Visitors
117 Comments
41 linking route domains

25. Importance of an Integrated SEO Strategy
Nobody is interested in my content?

26. Importance of an Integrated SEO Strategy

27. Importance of an Integrated SEO Strategy
Mentions 20 link
opportunities in
5 minutes!

28. Importance of an Integrated SEO Strategy
But don’t stop there…
Who is sharing your mentions?
Who is commenting on your mentions?
Who is linking to your mention?
This is likely to be your target audience, whether for links, shares or sales.

29. Importance of an Integrated SEO Strategy
Targeted Outreach?
We spend so much time looking for link targets
Content is placed on any relevant website
Who is going to read it?
Who is going to share it?
Are we putting our content in front of the right people?

30. Importance of an Integrated SEO Strategy
If it was for Branded3?

31. Importance of an Integrated SEO Strategy

32. Importance of an Integrated SEO Strategy
What about a much bigger audience?

33. Importance of an Integrated SEO Strategy
Followerwonk – Finding Influencers

34. Importance of an Integrated SEO Strategy
http://www.tweetarchivist.com

35. Importance of an Integrated SEO Strategy
Outreach List

36. Importance of an Integrated SEO Strategy
Justifying a Link
Relevant
Great Metrics
High Traffic
Socially active
Target Audience

37. Importance of an Integrated SEO Strategy
We can apply the same principles to content

38. Importance of an Integrated SEO Strategy
This is useful, but it’s not a content roadmap

39. Importance of an Integrated SEO Strategy
It’s not just about keywords….
Awareness Interest Consideration Purchase Retention Advocacy
• Blog • Demos • Benefits • Locators • Blog • Emails
Posts • Videos • Compare • Geo Posts • Newsletters
• News • Imagery • Features pages • News • Fan pages
• Video • Giveaways

40. Importance of an Integrated SEO Strategy
Every piece of content can be used to
justify/earn links!

41. Importance of an Integrated SEO Strategy
Don’t Chase Competitors’ Bad Links
They’ve Probably Disavowed Them…

42. Importance of an Integrated SEO Strategy
The right influencers make good content, great!

43. Importance of an Integrated SEO Strategy
Influence in action!

44. 261 Tweets
Importance of an Integrated SEO Strategy
58 Facebook Shares
81 +1’s
181 Comments
51 Linking Domains

45. Importance of an Integrated SEO Strategy
Don’t chase the algorithm, work on what’s real….

46. Importance of an Integrated SEO Strategy
Links = Page 1
But
Engagement = Position 1

47. Importance of an Integrated SEO Strategy
CTR
&
RTS Algo?

48. Importance of an Integrated SEO Strategy
Summary
There is no silver bullet, if you have no assets, you have no SEO strategy
Link building is not dead, just different
Consider key objectives in all activity
Finding and engaging influences is key
If you already rank well, links are most likely not the difference

49. Importance of an Integrated SEO Strategy
Questions?
tim.grice@branded3.com
@tim_grice

50. Importance of an Integrated SEO Strategy
#B3Seminars
@Branded_3