ThinkVis 2013 - Content Outreach & Engagement - 02.03.2013

Source: http://internetretailing.net/2012/08/childrens-furniture-company-closes-down-in-the-wake-of-googles-penguin-update/

Source: https://twitter.com/rishil/status/225551802903441408Source: https://twitter.com/jane_copland/status/225528790955212800 Source: http://www.seobook.com/curious-case-small-business-and-seo

Source: http://internetretailing.net/2012/10/childrens-furniture-company-relaunches-under-new-ownership/

WHAT ARE PEOPLE DOING

NOW?

Panda identifies thin/weak content and penalises you for publishing it

Source: http://searchengineland.com/google-panda-two-years-later-losers-still-losing-one-real-recovery-149491?utm_source=feedburner&utm_medium=feed&utm_campaign=feed-main

Image Credit: http://01100111011001010110010101101011.co.uk/2012/06/seo-merchandise/

Penguin penalises you for thin/weak content which links to you

Credit to @SEOAware: http://pinterest.com/pin/175570085444092583/

Image Credit: http://01100111011001010110010101101011.co.uk/2012/06/seo-merchandise/

Image Credit: http://01100111011001010110010101101011.co.uk/2012/06/seo-merchandise/

SOME PEOPLE THINK GOOGLE IS SAYING THIS…

Credit to @SEOAware: http://pinterest.com/pin/175570085444092583/

…BECAUSE OF STATEMENTS LIKE THIS

Image Credit: http://seomemes.com/

SOME PEOPLE THINK GOOGLE IS SAYING THIS…

Source Credit: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=40349

SIMPLY BECAUSE IT SAYS SO IN THEIR GUIDELINES

SOME PEOPLE BELIEVE GOOGLE IS HEADING TOWARDS SOCIAL AS A SIGNAL

Source Credit: http://www.slideshare.net/kevgibboSource Credit: http://www.seobook.com/engagement-marketing Source Credit: http://www.lynetteradio.com/2013/the-new-seo-social-engagement-optimization

Source Credit: http://www.youtube.com/watch?v=2jYJV9zHy04 Cool To Read: http://www.brafton.com/news/qa-with-matt-cutts-at-ses-san-francisco-social-reputability-for-seo-traffic-cannibalization-and-the-promise-of-transparency-from-googleCool To Read : http://www.searchenginenews.com/blog/entry/matt-cutts-view-on-the-importance-of-social-signals-in-the-future-the-power#.UStRTDDlFXU

BECAUSE THIS GUY IS SAYING IT!

Image Credit: http://01100111011001010110010101101011.co.uk/2012/04/matt-cutts-masterplan

SOME PEOPLE BELIEVE GOOGLE ARE ALL ABOUT THE MONEY SO LET’S F*CK SEO!

PAID RESULTS

PAID RESULTS

BECAUSE WITH SERPS LIKE THIS WHO COULD BLAME THEM?

WHAT HAPPENED

TWO WEEKS AGO?!?!

More information here: http://www.searchmetrics.com/en/

WHICH BROUGHT OUT THE SEO DETECTIVES

WHAT DID THEY FIND?

OVERDOING GUEST POSTS?

More information here: http://martinmacdonald.net/interflora-seo-penalty/

LINK NETWORK?

More information here: http://www.irishwonder.com/blog/2013/02/22/so-who-got-interflora-penalised/

YEAH, BUT ALSO……

Other Good Read: http://www.linkresearchtools.com/case-studies/interflora-penalty/

ADVERTORIALS

Source Credit: http://www.davidnaylor.co.uk/interflora-what-really-happened.htmlCredit to - @anthonyshapley & Team

WERE THEY RIGHT?

PRETTY MUCH EVEN THIS GUY SAID SO…..

Source Credit: https://twitter.com/mattcutts

Source Credit: https://twitter.com/mattcutts

PAID LINKS THAT PURPOSEFULLY PASS

PAGERANK

DON’T TAKE THE PISS WITH

GOOGLE!

SO WHAT NOW?

………NEXT UPDATE?

WE’VE HAD THE PANDA UPDATE...

THE PENGUIN UPDATE....

THE PAK HOU UPDATE!

BUT SERIOUSLY....

LET’S THINK LIKE GOOGLE…..

GOOGLE ALREADY TOLD US:

- PANDA – SH*T CONTENT- PENGUIN – SH*T LINKS- AGENT RANK – WHO LINKS TO WHO

ESSENTIALLY GOOGLE IS TRYING TO FUTURE PROOF THEIR SEARCH ENGINE FROM SPAMMERS

STAYING AHEAD OF THE GAME

WELCOME PAGE METRIC RANK –

2013 & BEYOND

PAGE METRIC RANK:

1) SOCIAL SIGNALS

2) LINK SIGNALS

SOCIAL METRICS:

- FACEBOOK- TWITTER- GOOGLE PLUS- LINKEDIN- PINTEREST- STUMBLES

Source Credit: http://mashable.com/2013/02/23/online-campaign-homeless-ring/

THIS WILL NEVER HAPPEN ON MASHABLE…

Source Credit: http://mashable.com/2011/09/30/twitter-history-infographic/

Source Credit: http://mashable.com/2012/07/13/nomophobia-infographic/

Source Credit: http://mashable.com/2012/07/13/nomophobia-infographic/Source Credit: http://mashable.com/2012/07/30/how-much-would-it-cost-to-be-batman/

HOW DO WE MEASURE HUMAN INTERACTIONS?

Source: http://socialcrawlytics.com

HELLO #SOCIALCRAWLYTICS

Original Data from: http://socialcrawlytics.com

Original Data from: http://socialcrawlytics.com

Original Data from: http://socialcrawlytics.com

/2011/01/28/text-messaging-comic/ /2011/11/08/starbucks-ar-app/ /2011/06/03/mi6-hacks-al-qaeda/ /2010/06/29/social-customer-service/0

20000

40000

60000

80000

100000

120000

140000

TOTAL CONTENT SOCIAL SHARES FROM 300 URLS

Client Social Media Metrics

- Upper Quartiles – 7648 TOTAL SOCIAL SHARES

- Median Quartiles – 5490 TOTAL SOCIAL SHARES

- Lower Quartiles – 4601 TOTAL SOCIAL SHARES

- Extreme Anomalies

- Best - 130416 TOTAL SOCIAL SHARES

- Worst - 3897 TOTAL SOCIAL SHARES

Original Data from: http://socialcrawlytics.com

Original Data from: http://socialcrawlytics.com

Client Social Media Metrics

- Upper Quartiles – 7648 TOTAL SOCIAL SHARES

- Median Quartiles – 5490 TOTAL SOCIAL SHARES

- Lower Quartiles – 4601 TOTAL SOCIAL SHARES

- Extreme Anomalies

- Best - 130416 TOTAL SOCIAL SHARES

- Worst - 3897 TOTAL SOCIAL SHARES

Original Data from: http://socialcrawlytics.com

Client Social Media Metrics

THIS ESSENTIALLY SHOWS YOU HOW TO BENCH MARK YOUR SOCIAL METRIC FIGURES WITH WHATS GOING ONSITE

Original Data from: http://socialcrawlytics.com

Client Social Media Metrics

TOTAL = 2275

TOTAL = 8,842

PAGE METRICS:- AUTHOR

- LINK METRICS- PAGE RANK- DOMAIN AUTHORITY- CITATION & TRUST FLOW- LINK RELEVANCE

- REFERRING DOMAINS- CITATION LINKS- CO CITATION LINKS

WHO links to you could be more important than WHERE it’s from

Source Credit: http://www.recommendedusers.com/authors-writers/

THE QUALITY OF THE ORIGINAL DOMAIN- METRICS

- PAGERANK- DOMAIN AUTHORITY- CITATION & TRUST FLOW- LINK RELEVANCE- IP ADDRESS - EXTERNAL VS INTERNAL LINKS

NUMBER OF CITATION LINKS FROM REFERRING URL

NUMBER OF CITATION LINKS FROM REFERRING URL

0100200300400500600700800900

SEOMOZ REFERRING DOMAINS – TOP 100 BLOG POSTS

ExtUniqueIPs

NUMBER OF CITATION LINKS FROM REFERRING URL

SEOMOZ TOP 100 URL REFERRING UNIQUE DOMAINS

- Upper Quartiles – 183 UNIQUE REFERRING DOMAINS

- Median Quartiles – 93 UNIQUE REFERRING DOMAINS

- Lower Quartiles – 60 UNIQUE REFERRING DOMAINS

- RANGE- UPPER - 812- LOWER - 37

NUMBER OF CO-CITATION LINKS

NUMBER OF CO-CITATION LINKS GENERRATED FROM REFERRING URL

Source Credit: http://vysibility.com/dump-the-anchor-text-start-focusing-on-co-citations/Further Reading: : http://searchenginewatch.com/article/2251195/What-is-SEO-Cocitation

HOW DO WE TRACK CO CITATIONS?

TRACKING CO-CITATIONS IDEA 1

Source Credit : http://vysibility.com/dump-the-anchor-text-start-focusing-on-co-citations/

TRACKING CO-CITATIONS IDEA 2

Source Credit: http://www.slideshare.net/kevgibbo

THE RESULTS……

Content types include:

• Infographics• Infograms• In-Depth Articles/Blog Posts• Videos• Kinetic Typography• Interactive Infographics• HTML5 content • Quizzes• Microsites/Communities• Events

CREATE A SCALABLE CONTENT STRATEGY TO FOCUS ON “QUALITY NOT QUANTITY”

7 TIPS & TOOLS TO MAKE YOUR LIFE BETTER

INSPIRATION & IDEATION

Website : http://www.theideaswap.com/Source Credit @chriswinfield

Website : http://bottlenose.com/searchSource Credit @chriswinfield

RESEARCH & COLLABORATION

Source Credit http://www.blueglass.com/blog/agile-marketing-with-google-reader/

Source Credit : http://www.blueglass.com/blog/agile-marketing-with-google-reader/

OUTREACH & ENGAGEMENT

Source Credit : http://seogadget.com/content-strategy-generator-tool-v2-update/

RELATED:SITE.COM

TOPICAL BLOGS

KEY TAKEAWAYS

- Links Need To Be Earned Not Just Bought

- Work with your target market- Journalists- Bloggers- Media Outlets

KEY TAKEAWAYS

- Think strategically and look at the bigger picture

KEY TAKEAWAYS

- Client Education

- Value of Campaign- Bigger Picture

Page Metrics Could Be > Than Domain Metrics

KEY TAKEAWAYS

Analyse:

- Human Engagement- Social Engagement Levels- Bench Marking Existing Sticky Content

- Link Metrics:- Average Link to a new page- Measure Co-Citations

KEY TAKEAWAYS

IMPORTANCE OF AUTHOR RANK & SOCIAL

HIGH QUALITY CONTENT

WORKING TOWARDS A HOLISTIC CAMPAIGN

And keep working on educating your clients……….