This document provides a 3-step process for creating content that generates its own links: 1) Research the type of content needed, potential topics, and how to make the content better; 2) Produce the content by collecting data, visualizing it, and optimizing the content; 3) Establish visibility for the content by reviewing, refreshing, and outreaching to other sites for links. The overall recommendation is to focus on building valuable assets rather than directly seeking links, and to use multiple strategies for visibility rather than relying on just one.
The document discusses scaling SEO through a product-led approach. It describes how content production and performance analysis can be scaled using templates, natural language generation, and data aggregation/dashboards. Specific strategies discussed include scaling content production through AI-assisted templates reviewed by specialists, and scaling analytics through custom dashboards integrating internal and external data to surface hidden opportunities. The overall message is that many aspects of SEO can be scaled through automation and data-driven approaches while maintaining quality.
How to Use Search Intent to Dominate Google DiscoverFelipe Bazon
In this talk you will learn how search intent can help you benefit from the growing popularity of Google Discover. You’ll get actionable tips, a case study example and exclusive data from SEMrush.
How often is Google rewriting your title tags and creating a custom title link on the SERP? Moreover, why is Google not relying on your title tags anymore for the title on the SERP?
Dive in with this look at Google's title rewrites!
Content Design & its Role in SEO and Accessibility [BrightonSEO Spring 2023]Chloe Smith
The document discusses how content design impacts SEO and accessibility. It explains that content design means delivering information in the optimal format for users and search engines. It also discusses how users typically scan content in an "F" pattern and how to design content using headings, short paragraphs and other formatting to match this pattern. Well-designed content that provides a good user experience will be rewarded by Google through improved search rankings and user trust. Accessible content design benefits both disabled users and search engines by following best practices like using plain language and clear structuring.
Ed will be reviewing the continued importance of displaying EAT throughout your website, whilst also discussing how the wider SEO community has looked at the acronym backwards – with Trust being the most important element.
This document discusses how to build links that satisfy Google's E.A.T. (Expertise, Authoritativeness, Trustworthiness) guidelines. It introduces the concepts of E.A.T. and explains why links that increase the linked page's perceived quality are more valuable. Specific linking strategies are presented such as guest blogging, Wikipedia links, and Google My Business citations. The key takeaway is that links following E.A.T. principles help pages by boosting their perceived quality in search engine algorithms.
How to convince even the pickiest editors to take SEO more seriously :: brigh...Ian Helms
Let's face it: Editorial teams may not prioritize SEO, but it's an essential aspect of online content creation. Editorial teams are under constant pressure to produce timely and relevant content, often overlooking the long-term benefits of search-friendly, evergreen articles. While breaking news and current events are crucial for driving immediate traffic, organic-focused content can provide long-term value by continuously attracting visitors through search engines. During this presentation, Ian will share his historical experience working with editorial teams and how he successfully incorporates SEO into their workflow. You'll learn how they address common pain points and use data to generate enthusiasm for organic search.
The document discusses scaling SEO through a product-led approach. It describes how content production and performance analysis can be scaled using templates, natural language generation, and data aggregation/dashboards. Specific strategies discussed include scaling content production through AI-assisted templates reviewed by specialists, and scaling analytics through custom dashboards integrating internal and external data to surface hidden opportunities. The overall message is that many aspects of SEO can be scaled through automation and data-driven approaches while maintaining quality.
How to Use Search Intent to Dominate Google DiscoverFelipe Bazon
In this talk you will learn how search intent can help you benefit from the growing popularity of Google Discover. You’ll get actionable tips, a case study example and exclusive data from SEMrush.
How often is Google rewriting your title tags and creating a custom title link on the SERP? Moreover, why is Google not relying on your title tags anymore for the title on the SERP?
Dive in with this look at Google's title rewrites!
Content Design & its Role in SEO and Accessibility [BrightonSEO Spring 2023]Chloe Smith
The document discusses how content design impacts SEO and accessibility. It explains that content design means delivering information in the optimal format for users and search engines. It also discusses how users typically scan content in an "F" pattern and how to design content using headings, short paragraphs and other formatting to match this pattern. Well-designed content that provides a good user experience will be rewarded by Google through improved search rankings and user trust. Accessible content design benefits both disabled users and search engines by following best practices like using plain language and clear structuring.
Ed will be reviewing the continued importance of displaying EAT throughout your website, whilst also discussing how the wider SEO community has looked at the acronym backwards – with Trust being the most important element.
This document discusses how to build links that satisfy Google's E.A.T. (Expertise, Authoritativeness, Trustworthiness) guidelines. It introduces the concepts of E.A.T. and explains why links that increase the linked page's perceived quality are more valuable. Specific linking strategies are presented such as guest blogging, Wikipedia links, and Google My Business citations. The key takeaway is that links following E.A.T. principles help pages by boosting their perceived quality in search engine algorithms.
How to convince even the pickiest editors to take SEO more seriously :: brigh...Ian Helms
Let's face it: Editorial teams may not prioritize SEO, but it's an essential aspect of online content creation. Editorial teams are under constant pressure to produce timely and relevant content, often overlooking the long-term benefits of search-friendly, evergreen articles. While breaking news and current events are crucial for driving immediate traffic, organic-focused content can provide long-term value by continuously attracting visitors through search engines. During this presentation, Ian will share his historical experience working with editorial teams and how he successfully incorporates SEO into their workflow. You'll learn how they address common pain points and use data to generate enthusiasm for organic search.
BrightonSEO - Master Crawl Budget Optimization for Enterprise WebsitesManick Bhan
For every website on the internet, Google has a fixed budget for how many pages their bots can and are willing to crawl. The internet is a big place, so Googlebot can only spend so much time crawling and indexing our websites. Crawl budget optimization is the process of ensuring that the right pages of our websites end up in Google’s index and are ultimately shown to searchers.
Google’s recommendations for optimizing crawl budget are rather limited, because Googlebot crawls through most websites without reaching its limit. But enterprise-level and ecommerce sites with thousands of landing pages are at risk of maxing out their budget. A 2018 study even found that Google’s crawlers failed to crawl over half of the webpages of larger sites in the experiment.
Influencing how crawl budget is spent can be a more difficult technical optimization for strategists to implement. But for enterprise-level and ecommerce sites, it’s worth the effort to maximize crawl budget where you can. With a few tweaks, site owners and SEO strategists can guide Googlebot to regularly crawl and index their best-performing pages.
Improving Crawling and Indexing using Real-Time Log File InsightsSteven van Vessum
Interesting insights from log files are often kept within silos, not shared with content teams.
This prevent content teams from reaching their full potential.
Learn how they can improve crawling and indexing though leveraging insights from log file analysis, all in real-time.
The AIR Framework _ brightonSEO April 2023.pptxAlex Wright
The document outlines the three pillars of high performance teams: accountability, incrementality, and recognition. It discusses that accountability involves providing constructive feedback using frameworks like SBI (situation, behavior, impact). Incrementality means making many small improvements that aggregate to significantly boost performance, like improving site speed. Recognition means appreciating employees' intentions, behaviors, and results to boost engagement. Following these three pillars through the AIR framework can substantially improve team performance.
How to be the ultimate double agent- PR and Link Builder Isa Lavahun BTNSEO S...Isa Lavs
Traditional PR professionals are doing a lot of the heavy lifting when it comes to link building – without even realising it. This presentation reveals some practical tips on how to tweak ‘traditional’ PR practices, that will help supercharge securing those valuable links and show the SEO value of their work.
Product, service and category page links (and how to get them) - Rebecca Moss...Rebecca Moss
Rebecca heads up the Digital PR team at JBH, delivering creative digital PR strategies for lifestyle brands. After working in SEO for more years than she would care to admit, Rebecca's presentation reveals how the SEO industry has fallen out of love with large-scale hero campaigns, and shifted back to fundamentals of earning links using content marketing techniques.
GretaMunari - The redemption of content automationGretaMunari1
In this presentation, you'll be walked you through how Trainline scaled high-quality human written content to 4M + pages without using AI tools and created customer-oriented pages while improving rankings along the way.
How to Implement Machine Learning in Your Internal Linking Audit - Lazarina S...LazarinaStoyanova
This document contains the transcript of a presentation about incorporating machine learning into internal linking audits. The presentation discusses analyzing a website's internal link structure using machine learning techniques like topic modeling and fuzzy matching to identify opportunities for new or improved internal links. It provides a 6-step process for discovery, analysis, clustering content by topic, identifying link opportunities, prioritizing where to link, and measuring the impact of implemented links. The goal is incremental improvements to internal linking that can boost SEO over time through better content organization and discoverability.
How to go viral on a budget using Digital PR.pptxAlexHickson3
The document discusses how to go viral on a budget using public relations (PR). It recommends tying a product or idea into a current trend, validating the trend, identifying the target audience, crafting a compelling pitch, and developing an effective outreach strategy. Specifically, it outlines how the author launched an unknown brand called "2020 Scent" that generated over £20,000 in revenue with a campaign costing under £10 by tying scented products to viral trends from that year.
eCommerce Internal Linking - Into the Spider-Verse (BrightonSEO edition)Kristina Azarenko
In this talk, I’ll show smart internal linking tricks big brands are using. I’ll teach how these ideas can be used by medium and small-sized online stores as well.
My website - https://marketingsyrup.com/
Free SEO Pro Chrome extension - https://marketingsyrup.com/seo-pro-extension/
eCommerce SEO Mastery course - https://marketingsyrup.com/ebook/
Tech SEO Pro course - https://techseo.pro/
Internal Linking - The Topic Clustering Way edited.pptxDixon Jones
This document discusses internal linking strategies and techniques. It begins by explaining the benefits of connecting entities within content, rather than just words, and translating those connections into internal links. It then provides an overview of technologies like PageRank, the reasonable surfer algorithm, topical PageRank, chunking, and natural language processing that search engines use to understand contexts and how those ideas can be applied to internal linking at scale. Specific options for approaches to internal linking existing pages are also outlined.
Data Driven Approach to Scale SEO at BrightonSEO 2023Nitin Manchanda
With the help of my favourite case study, I'm showcasing how I took a data-driven approach to scale SEO for a travel brand.
I've covered how I collected data, found trends, and converted them into opportunities. Those opportunities were tested before the grand deployment, which resulted in multifold growth in SEO visibility and revenue.
This document introduces two statistical packages, Prophet and Causal Impact, that can help SEO recommendations get implemented by proving their value. Prophet uses an additive model to forecast performance based on past seasonal trends. Causal Impact infers the impact of interventions by comparing actual results to a synthetic control. The document provides an example of how these packages could be used to get signoff for an SEO proposal and then prove the value of changes after implementation. They help place SEO in a market context, quantify commercial ROI, and clearly show impact to gain developer buy-in for future work.
The document discusses strategies for content creation targeting low search volume keywords. It notes that while some marketers ignore these keywords, they can be high intent terms that are likely to convert if addressed with relevant content. The document advocates mapping out related low search volume topics, creating templates with rules for metadata, and programmatically launching many pages to cover niche topics. When this was tested with a 100-page pilot, it led to 105% traffic growth and 25% higher conversions after expanding the program to over 5,000 pages. The conclusion is that low search volume keywords should not be ignored as they can find "precious" intent if addressed properly.
Crawl budget refers to the number of pages a site is allowed to request that Google crawls on a daily basis. It is important because exceeding the crawl budget can lead to pages not being indexed. The document provides tips on how to identify a site's current crawl rate, issues impacting crawl budget like errors and duplicate content, and strategies for optimizing demand and capacity such as improving site speed and creating fresh content regularly. The goal is identifying any crawl issues and optimizing the crawl budget to have the most important pages indexed.
Going Solo - The Survival Guide for Freelance SEOs (Present & Future) | brigh...Steve Morgan
This document outlines tips for SEO professionals considering freelancing or currently working as a freelancer. It discusses both the pros and cons of freelancing, including the flexibility but also irregular income. It provides advice on preparing to freelance, such as building social media profiles, securing some work beforehand, and checking contracts if leaving an agency. The document also covers niche specialization, networking, financial management, legal protections, and resources for freelancers.
In this talk, Beth will give an introduction of what schema is, where it sits within a structured data framework, and its use cases. Then she’ll move on to the types that can be used or are no longer recognised by search engines. This will be followed by a hands-on discussion of how to audit a website, how to write the relevant code, and ways to implement and test.
Why your tech optimisations are still sat in the backlogVicky481083
The document discusses improving relationships between SEO and development teams. It recommends that SEOs communicate their technical priorities to developers, understand developers' workflows and limitations, and prioritize technical tasks based on their SEO impact and difficulty of implementation. The overall message is that SEOs and developers should collaborate to ensure technical optimizations are implemented effectively.
In this talk, Beth will give an introduction of what schema is, where it sits within a structured data framework, and its use cases. Then she’ll move on to the types that can be used or are no longer recognised by search engines. This will be followed by a hands-on discussion of how to audit a website, how to write the relevant code, and ways to implement and test.
How SEO changes, as we say bye bye to cookiesAccuraCast
Slides from AccuraCast MD, Farhad Divecha's presentation at Brighton SEO.
In his talk, Farhad discussed how the removal of third-party cookies will affect SEO and advised delegates on practical, actionable things they can do to best equip their business to overcome the potential challenges involved.
Digital Strategy - Insurance Broker Expo CoventryDave Hazlehurst
Slidedeck from my presentation to the Insurance sector on the 14th November on the 4 pillars for Digital strategy and what they need to do win online. Includes info on Google Hummingbird, SEO, Socials Media, Content Marketing, CRO, Experience
Google Discover Optimisation with Google Web StoriesFelipe Bazon
How to drive thousands of visits from Google Discover using Google Web Stories and other techniques that you will learn only if you watch this talk. With proven case studies and validated results.
BrightonSEO - Master Crawl Budget Optimization for Enterprise WebsitesManick Bhan
For every website on the internet, Google has a fixed budget for how many pages their bots can and are willing to crawl. The internet is a big place, so Googlebot can only spend so much time crawling and indexing our websites. Crawl budget optimization is the process of ensuring that the right pages of our websites end up in Google’s index and are ultimately shown to searchers.
Google’s recommendations for optimizing crawl budget are rather limited, because Googlebot crawls through most websites without reaching its limit. But enterprise-level and ecommerce sites with thousands of landing pages are at risk of maxing out their budget. A 2018 study even found that Google’s crawlers failed to crawl over half of the webpages of larger sites in the experiment.
Influencing how crawl budget is spent can be a more difficult technical optimization for strategists to implement. But for enterprise-level and ecommerce sites, it’s worth the effort to maximize crawl budget where you can. With a few tweaks, site owners and SEO strategists can guide Googlebot to regularly crawl and index their best-performing pages.
Improving Crawling and Indexing using Real-Time Log File InsightsSteven van Vessum
Interesting insights from log files are often kept within silos, not shared with content teams.
This prevent content teams from reaching their full potential.
Learn how they can improve crawling and indexing though leveraging insights from log file analysis, all in real-time.
The AIR Framework _ brightonSEO April 2023.pptxAlex Wright
The document outlines the three pillars of high performance teams: accountability, incrementality, and recognition. It discusses that accountability involves providing constructive feedback using frameworks like SBI (situation, behavior, impact). Incrementality means making many small improvements that aggregate to significantly boost performance, like improving site speed. Recognition means appreciating employees' intentions, behaviors, and results to boost engagement. Following these three pillars through the AIR framework can substantially improve team performance.
How to be the ultimate double agent- PR and Link Builder Isa Lavahun BTNSEO S...Isa Lavs
Traditional PR professionals are doing a lot of the heavy lifting when it comes to link building – without even realising it. This presentation reveals some practical tips on how to tweak ‘traditional’ PR practices, that will help supercharge securing those valuable links and show the SEO value of their work.
Product, service and category page links (and how to get them) - Rebecca Moss...Rebecca Moss
Rebecca heads up the Digital PR team at JBH, delivering creative digital PR strategies for lifestyle brands. After working in SEO for more years than she would care to admit, Rebecca's presentation reveals how the SEO industry has fallen out of love with large-scale hero campaigns, and shifted back to fundamentals of earning links using content marketing techniques.
GretaMunari - The redemption of content automationGretaMunari1
In this presentation, you'll be walked you through how Trainline scaled high-quality human written content to 4M + pages without using AI tools and created customer-oriented pages while improving rankings along the way.
How to Implement Machine Learning in Your Internal Linking Audit - Lazarina S...LazarinaStoyanova
This document contains the transcript of a presentation about incorporating machine learning into internal linking audits. The presentation discusses analyzing a website's internal link structure using machine learning techniques like topic modeling and fuzzy matching to identify opportunities for new or improved internal links. It provides a 6-step process for discovery, analysis, clustering content by topic, identifying link opportunities, prioritizing where to link, and measuring the impact of implemented links. The goal is incremental improvements to internal linking that can boost SEO over time through better content organization and discoverability.
How to go viral on a budget using Digital PR.pptxAlexHickson3
The document discusses how to go viral on a budget using public relations (PR). It recommends tying a product or idea into a current trend, validating the trend, identifying the target audience, crafting a compelling pitch, and developing an effective outreach strategy. Specifically, it outlines how the author launched an unknown brand called "2020 Scent" that generated over £20,000 in revenue with a campaign costing under £10 by tying scented products to viral trends from that year.
eCommerce Internal Linking - Into the Spider-Verse (BrightonSEO edition)Kristina Azarenko
In this talk, I’ll show smart internal linking tricks big brands are using. I’ll teach how these ideas can be used by medium and small-sized online stores as well.
My website - https://marketingsyrup.com/
Free SEO Pro Chrome extension - https://marketingsyrup.com/seo-pro-extension/
eCommerce SEO Mastery course - https://marketingsyrup.com/ebook/
Tech SEO Pro course - https://techseo.pro/
Internal Linking - The Topic Clustering Way edited.pptxDixon Jones
This document discusses internal linking strategies and techniques. It begins by explaining the benefits of connecting entities within content, rather than just words, and translating those connections into internal links. It then provides an overview of technologies like PageRank, the reasonable surfer algorithm, topical PageRank, chunking, and natural language processing that search engines use to understand contexts and how those ideas can be applied to internal linking at scale. Specific options for approaches to internal linking existing pages are also outlined.
Data Driven Approach to Scale SEO at BrightonSEO 2023Nitin Manchanda
With the help of my favourite case study, I'm showcasing how I took a data-driven approach to scale SEO for a travel brand.
I've covered how I collected data, found trends, and converted them into opportunities. Those opportunities were tested before the grand deployment, which resulted in multifold growth in SEO visibility and revenue.
This document introduces two statistical packages, Prophet and Causal Impact, that can help SEO recommendations get implemented by proving their value. Prophet uses an additive model to forecast performance based on past seasonal trends. Causal Impact infers the impact of interventions by comparing actual results to a synthetic control. The document provides an example of how these packages could be used to get signoff for an SEO proposal and then prove the value of changes after implementation. They help place SEO in a market context, quantify commercial ROI, and clearly show impact to gain developer buy-in for future work.
The document discusses strategies for content creation targeting low search volume keywords. It notes that while some marketers ignore these keywords, they can be high intent terms that are likely to convert if addressed with relevant content. The document advocates mapping out related low search volume topics, creating templates with rules for metadata, and programmatically launching many pages to cover niche topics. When this was tested with a 100-page pilot, it led to 105% traffic growth and 25% higher conversions after expanding the program to over 5,000 pages. The conclusion is that low search volume keywords should not be ignored as they can find "precious" intent if addressed properly.
Crawl budget refers to the number of pages a site is allowed to request that Google crawls on a daily basis. It is important because exceeding the crawl budget can lead to pages not being indexed. The document provides tips on how to identify a site's current crawl rate, issues impacting crawl budget like errors and duplicate content, and strategies for optimizing demand and capacity such as improving site speed and creating fresh content regularly. The goal is identifying any crawl issues and optimizing the crawl budget to have the most important pages indexed.
Going Solo - The Survival Guide for Freelance SEOs (Present & Future) | brigh...Steve Morgan
This document outlines tips for SEO professionals considering freelancing or currently working as a freelancer. It discusses both the pros and cons of freelancing, including the flexibility but also irregular income. It provides advice on preparing to freelance, such as building social media profiles, securing some work beforehand, and checking contracts if leaving an agency. The document also covers niche specialization, networking, financial management, legal protections, and resources for freelancers.
In this talk, Beth will give an introduction of what schema is, where it sits within a structured data framework, and its use cases. Then she’ll move on to the types that can be used or are no longer recognised by search engines. This will be followed by a hands-on discussion of how to audit a website, how to write the relevant code, and ways to implement and test.
Why your tech optimisations are still sat in the backlogVicky481083
The document discusses improving relationships between SEO and development teams. It recommends that SEOs communicate their technical priorities to developers, understand developers' workflows and limitations, and prioritize technical tasks based on their SEO impact and difficulty of implementation. The overall message is that SEOs and developers should collaborate to ensure technical optimizations are implemented effectively.
In this talk, Beth will give an introduction of what schema is, where it sits within a structured data framework, and its use cases. Then she’ll move on to the types that can be used or are no longer recognised by search engines. This will be followed by a hands-on discussion of how to audit a website, how to write the relevant code, and ways to implement and test.
How SEO changes, as we say bye bye to cookiesAccuraCast
Slides from AccuraCast MD, Farhad Divecha's presentation at Brighton SEO.
In his talk, Farhad discussed how the removal of third-party cookies will affect SEO and advised delegates on practical, actionable things they can do to best equip their business to overcome the potential challenges involved.
Digital Strategy - Insurance Broker Expo CoventryDave Hazlehurst
Slidedeck from my presentation to the Insurance sector on the 14th November on the 4 pillars for Digital strategy and what they need to do win online. Includes info on Google Hummingbird, SEO, Socials Media, Content Marketing, CRO, Experience
Google Discover Optimisation with Google Web StoriesFelipe Bazon
How to drive thousands of visits from Google Discover using Google Web Stories and other techniques that you will learn only if you watch this talk. With proven case studies and validated results.
Simple SEO - East Kent B2B Event - 4th November 2015Sagittarius
Josh Whiten of Sagittarius Marketing gave an introduction to search engine optimization (SEO) based on his 14 years of experience. He explained that SEO involves both on-page elements like optimizing content to be found by search engines and off-page elements like getting links and shares to increase a brand's online popularity. Some key factors he discussed included technical elements, keywords, link building, and constantly evolving Google algorithms.
SEO for Bloggers - WordCamp Seattle 2012Justin Briggs
This document summarizes a presentation by Justin Briggs on SEO tactics for bloggers. It discusses 14 tactics for increasing organic search traffic, including using WordPress, researching keywords, writing great content, creating visual content, making complex topics simple, discovering and managing relationships, researching link opportunities, writing guest posts, passively building links, creating niche top lists, attending events, offering exclusive content and interviews, and scaling outreach. Tools are provided for each tactic to help implement the strategies.
Estrategias de captación y herramientas esenciales del SEO WorkFlowIñaki Tovar
Presentación realizada para el evento Digital Agency Day http://www.digitalagencyday.es organizado por SEMRUSH, UNBOUNCE y HUBSPOT.
Un repaso a las claves de nuestras estrategias de Inbound Marketing y a las herramientas de cabecera SAAS que implementamos en nuestro flujo de trabajo SEO tanto interno como con nuestros clientes
Robots: Txt, Meta & X - The Snog, Marry & Avoid of the Web Crawling World - B...Chris Green
Methods of blocking/restricting Google's crawl of your site are so often confused or incorrectly selected - in this presentation Chris outlines a deceptively simple method for picking the right tool for the job.
Wordpress SEO Presentation at Wordcamp SeattleJustin Briggs
Justin Briggs gives a presentation on Wordpress SEO. He discusses the importance of organic vs paid search and various SEO techniques. These include on-page optimization tips like keyword research, internal linking, image optimization. He also provides resources for learning SEO and 24 actionable tips for blogs, such as installing analytics, finding influencers, creating different content types, and translating content. The presentation aims to educate attendees on optimizing Wordpress sites for search engines.
Negative SEO appears more real than ever after Penguin. However, not everything you call "Negative SEO" really is negative SEO. Is it possible to identify negative SEO campaigns and what can you do to minimise the damage?
Craig Bradford presented an SEO toolkit at SEMcamp in May 2013. The toolkit included tools for content drilldown, keyword comparison, checking robots.txt files, redirects, canonical tags and indexing. Bradford also shared tools for finding contact details from websites, removing duplicate content, and debugging analytics and scraping issues. He welcomed any questions from attendees.
Craig Bradford presented an SEO toolkit at SEMcamp in May 2013. The toolkit included tools for content drilldown, keyword comparison, checking robots.txt files, redirects, canonical tags and indexing. Bradford also shared tools for finding contact details from websites, removing duplicate content, and debugging analytics and scraping issues. He welcomed any questions from attendees.
This year marks 10 years in SEO for Patrick who will be reflecting on some of the (many) mistakes he’s made over the years, and what he’s learnt from each and every one. He’ll be openly sharing the realities of managing and growing an agency with the audience, showing warts and all the challenges he’s faced in the last 10 years. The audience can learn the lessons from these mistakes and take away some actionable tips too.
Wheelhouse DMG at GrowCommerce - not your father's searchWheelhouse DMG
Learn about how optimizing to a ROAS target rather than a fixed budget can supercharge your online revenue. We show digital marketers how CRO can supercharge your PPC campaigns and how to drive improved AOV through loyalty programs.
Why link building matters to your organisationGareth Simpson
The document discusses the importance of link building for organizations and how link building has evolved. It notes that older black hat link building techniques are no longer effective and that links today are built through collaboration, not manipulation. Links are still very important for search engine rankings and are a sign of authority and trustworthiness to search engines. The document advocates for an ethical approach to link building through high-quality content and outreach.
How To Leverage SEO When Your Brand Site Doesn't Actually Sell Anything [Brig...Jake Gauntley
Download my slides for free at https://www.reprisedigital.co.uk/brighton
Whilst many SEO conference talks tend to focus on tips, insight and advice on how to increase visibility and drive more sales from eCommerce, what should those of us who don’t work in eCommerce do?
For those brands that sell mostly from the supermarket shelves, making the case to invest in a brand site is no easy task but when you get it right, search marketing goes from being seen as a cost to something that can drive huge incremental value.
Jake will explain how brands can use SEO to deliver engaging, value-add experiences to consumers for even the most ‘digital-less’ of products, using SEO as a platform from which brand content, CRM, paid media and advertising becomes much more effective. So even if you aren’t selling anything directly to consumers, you’ll still be able to deliver – and demonstrate – bottom-line value from brand site SEO.
Download at https://www.reprisedigital.co.uk/brighton/
This document discusses Instagram SEO tactics to increase visibility on Instagram. It covers the use of hashtags, badges, alt text for images, and optimizing content pillars and reach to improve conversion rates. The key aspects that determine ranking on Instagram Explore include username, bio, website URL listed on the profile, hashtags used, and alt text descriptions.
The document discusses how to automate content performance analysis and keyword identification using Python to help marketers more efficiently maintain search engine rankings. It describes connecting to Google Search Console API to analyze metrics like traffic over time for top URLs, identify underperforming pages and keywords compared to past peaks, and output results to a spreadsheet. Automating these processes can benefit marketers by allowing monthly analysis with less effort and updating analysis for multiple websites or markets. Some disadvantages include the initial time spent setting up the automation system, but it is presented as a worthwhile medium-term investment to improve efficiency.
The Inhouse and the Agency SEO should be Friendsmaxormark
If you have a client with an experienced Search Manager in place you should be thanking your lucky stars. The inhouse SEO can be your best asset, so don't make them your worst enemy. PLUS, the hidden dangers of having a client with no in-house expertise.
Whats Happening in SEO in 2013 - WordCamp Boston 2013Casie Gillette
Casie Gillette's presentation from WordCamp Boston 2013. Learn what's happening in SEO and get the tools and wordpress plugins to help you be successful.
Similar to How to Generate Content that Builds it's Own Links (20)
2024 Trend Updates: What Really Works In SEO & Content MarketingSearch Engine Journal
The future of SEO is trending toward a more human-first and user-centric approach, powered by AI intelligence and collaboration. Are you ready?
Watch as we explore which SEO trends to prioritize to achieve sustainable growth and deliver reliable results. We’ll dive into best practices to adapt your strategy around industry-wide disruptions like SGE, how to navigate the top challenges SEO professionals are facing, and proven tactics for prioritizing quality and building trust.
You’ll hear:
- The top SEO trends to prioritize in 2024 to achieve long-term success.
- Predictions for SGE’s impact, and how to adapt.
- What E-E-A-T really means, and how to implement it holistically (hint: it’s never been more important).
With Zack Kadish and Alex Carchietta, we’ll show you which SEO trends to ignore and which to focus on, along with the solution to overcoming rapid, significant and disruptive Google algorithm updates.
If you’re looking to cut through the noise of constant SEO and content trends to drive success, you won’t want to miss this webinar.
The Future of B2B Audience Targeting with LinkedInTajul Islam
Tired of pouring money into LinkedIn ads that don't convert?
A marketer’s guide to unlocking the full potential of LinkedIn’s extensive targeting resources and partner tools.
There's a better way. This guide unlocks the secrets to laser-targeting your ideal B2B audience on LinkedIn. Forget generic campaigns. We'll show you how to combine LinkedIn's advanced features with your existing customer data to reach high-value decision-makers directly. Imagine reaching the exact companies and people who can benefit most from your product or service.
Download our free eBook and discover a data-driven approach to LinkedIn marketing that delivers real results. Stop chasing the wrong audience – start targeting the right ones today
Dear Readers,
Client service management encompasses a range of functions aimed at ensuring optimal client satisfaction and fostering long-term relationships. Key functions include client support, where issues and inquiries are addressed promptly and effectively, and client on boarding, which involves guiding new clients through the initial setup and integration processes. Account management is another crucial function, involving regular communication and updates to keep clients informed and engaged. Additionally, client service management involves monitoring and analyzing client feedback to continuously improve services and address any emerging needs. Overall, these functions work together to create a positive client experience and drive business growth.
Here are few function explanation for better understanding.
Happy learning
This document was submitted as part of interview process for Content Strategist position at Viapulsa, an Indonesian tech company which offers service to convert/transfer mobile credits into bank account.
Top 10 Digital Marketing Institute in lucknow.pptxzaireendigitech
Welcome to our ppt on the top 10 digital marketing institutes in Lucknow! If you're looking to enhance your skills in the dynamic field of digital marketing, Lucknow offers several excellent training options. Our curated list highlights the best digital marketing institutes in Lucknow, providing comprehensive courses that cover SEO, social media marketing, PPC, content marketing, and more. These institutes are renowned for their experienced faculty, practical training, and industry-relevant curriculum. Whether you're a beginner or a professional seeking to upgrade your skills, these institutes can help you achieve your career goals in digital marketing.
TAM AdEx-Quarterly Report on Television Advertising_2024.pdfSocial Samosa
According to the report, there was a 4% decrease in television advertising volumes compared to the same period in 2023, indicating shifts in advertising strategies or market dynamics.
This document was submitted as part of interview process for Marketing Specialist position at DTA Promotion, an Indonesian company which offers 360 degree marketing services, including ATL and BTL advertising platform.
Advertising and Promotion of whisper by Sakthi Sundarsakthisundar2001
This presentation is an invaluable resource for marketing professionals, students, and anyone interested in understanding the dynamics of effective advertising and promotion in the feminine hygiene sector. Explore how Whisper maintains its brand leadership and continues to innovate in a competitive market.
Hello!! I’m Liz. I’m a senior content marketing executive at MacNaught Digital which is a small SEO agency based in a field in the middle of nowhere. We’re far enough out of Manchester that the biggest drama to have unfolded at the office in the time I’ve been there is when
a sheep escaped from the field behind our building and me and Christopher had to try and usher it back to its pen before it got itself into too much mischief
But yeah, when I’m not chasing sheep around the car park I am in the wonderful world of SEO working with clients in a really wide range of sectors. I’ve been doing this role for around 2 and a half years now since I finished uni and I absolutely love it. I focus mainly on producing passive link building pieces that continue to generate links over a long period of time but I also do the odd bigger PR piece and some expert comments and on site copy.
Today I’ll be talking you through what I enjoy the most which is producing these quieter, sneakier dark horses really when it comes content pieces that as the the title says, generate their own links! So let’s get started!! Not headlines, not winning awards, they’re just building links quietly whilst you crack on with the next thing.
They’re going to work in the background long after your outreach is finished. Or even before you’ve sent a single email.
So firstly I thought I’d share some examples to give you a feel for what these pieces are like and the kinds of results that can be achieved through using this strategy. Here are 3 examples, one 3 and a half years old, one that went live around a year and a half ago and another more recent piece that we published in March this year.
One older piece that we created 2 or 3 years ago now is this Stress Statistics piece that we created for a client who sells home blood testing kits for all sorts of different health markers. So the topic idea for this came from us thinking about the cortisol blood testing kit that they sell which is the hormone our bodies produce when we’re stressed. So once we’d come up with the idea we made a start on the research, conducting a study asking 2,000 UK adults how often they experience stress. This allowed us to create a pretty all encompassing piece explaining things like what causes us to feel stressed, how often people in the UK feel stressed and what age groups, genders, cities and regions are the most stressed.
So this piece took around X days to put together, the survey costed a couple of hundred pounds, and we initially worked with the lovely Hana from Shout Bravo on this who did some outreach for us back in 2018 when the piece first went live which helped generate the first 15 to 20 really solid links from some great sites. But then, after the outreach this piece continued to build links whilst we weren’t touching it. And now 3 years on, it’s built links from over 150 domains. And is still building links even though it hasn’t been updated and we’re not even working with this client anymore.
It was a PR piece but now it just does its own thing. This piece is still building links right now and we havent’ touched it since 2018. It hasn’t been updated or tweaked or pitches out since! Pattern of links building overtime is key.
Another example is this piece I wrote around a year and half ago for an internal project of ours Micro Biz Mag on the topic of Freelancers. This piece literally took a couple of hours to put together. (Don’t include dates in URLs lol)! Time live 1 year. Time taken to out together: half a day. Links generated: 112 Outreach emails sent: 0
Did some keyword research using the tool Keyword Finder to see which freelance skills were most sought-after, we also included some third party data and a couple of interviews with freelancers
As you can see, this piece literally built like no links in the first few weeks, and then after a few months it started getting picked up naturally and overtime it just organically built and built and built.
And the links were great quality as well! Again really relevant sites that I wouldn’t have even known how to pitch really such as Tide banking company, People per hour and then the likes of money magpie, the Independent etc
Another more recent example is a piece we created for the nutraceutical company Formulate Health 6 months ago. Their brand and website was only created last year and we came up with the idea of creating a piece centered around sleep, as one of their best selling supplements helps with things like relaxation and sleep. We had a look at what was out there already and couldn’t see many strong pieces of content that weren’t just roundups of other peoples statistics from previous years. So again we conducted a survey and asked 2,000 UK adults about their sleep habits and did some keyword research on the topic of insomnia and also had a look at some prescription data to find out which parts ofthe UK were being prescribed insomnia medication the most.
This piece ended up generating links from really great selection of sites like these with no outreach whatsoever. Once we secured the first link it helped the piece to rank for terms such as insomnia statistics and sleep statistics and we found that other publications just picked it up naturally. We don’t need to pitch it out and try and convince a journalist that it’s a good idea to cover. They’ve already decided they’re interested in the topic and want to create a piece on it, they’re just using your data as a resource to help them tell their story.
So first thing’s first, come up with your idea. I haven’t put a lightbulb on these slide because these types of content don’t require a lightbulb moment. It doesn’t have to be a groundbreaking idea that’s really creative and inventive and going to make the headlines. That’s not our goal here. And instead of staring at a blank canvas like this, hopefully the next few slides will help you find a go-to formula that’s right for you and that you can go back to and keep using time and time again.
People define relevance is different ways. Our definition is mainly Product servie and market, and we often go on to look at motivators and triggers for purchase
Go beyond whatyou do. Motivatersand triggers for purchase. People don’t buy supplements because they love supplementst hey buy them because they want to
Another tip is to have a think about the type of content you want to produce. So like I mentioned earlier, these passive link building pieces can take a variety of forms. So have a look online at things that could be relevant to your industry or sector. Look specifically for assets people look for when their search intent is to find a source to cite. Because when people are looking for assets to cite, they’re also very likely to be the people who will link.
Have a think about your industry or sector and have a think about relevant assets that could work for you. One example for an accountancy or finance company or maybe a business magazine or something along those lines could be an income tax calculator.
Take a look at what’s already out there and if there is something out there already, have a think about if and how you can make it more unique, more relevant, more up-to-date piece more suitable for journalists with a stronger methodology plus if there’s search volumes
Not only has it got links from over 500 domains, but the links just keep on coming! 40 of these links were generated naturally in the last 7 days. And this piece has been live and building links organically for more than 8 years.
So there you go. You’ve identified areas for potential. You’ve found one of the forms of passive link building pieces that could work for you and that are being linked to most. Now you might start looking at other areas of potential in this sphere.. Things like pension calculators or redundancy letter templates.
So we had a look to see what’s already out there and found that this piece was ranking in the number one spot for ‘beauty statistics’. We had a look and saw that the site wasn’t 100% relevant (sleep advice website), the piece was relatively well optimised and featured a lot of great global statistics. But all of the statistics were taken from third party sites and many of them were out of date. So really this piece wasn’t great, but it had the number one spot and had links from over 160 different domains! Just think what an up-to-date version, from a relevant site with loads of proprietary data could do. Have a look at what’s ranking and maybe even run it through a tool such as SEMRush to see what keywords the piece is ranking for (or isn’t ranking for that it could be) and create a better version!
Decide how you’re doing to do it - what do you need and how will you get it? If it’s a statistics piece look at ways of obtaining data - surveys, crime statistics from the government, FOI requests, prescription data, keyword data, instagram hashtag data etc. Plan out your research to ensure you have a sound methodology that journalists can rely on.
Keyword finder, Google trends which are great for finding out which countries, states or cities are most interested in a certain topic or most worried about a certain thing, the same goes with instgram and twitter hashtags you can see what kind of things are trending. And then some of my favourite ways to collect data are these huge databases such as ONS and Open Prescribing . net that allow you to have a look through tonnes of really interesting crime statistics or prescription data etc so you can find out which are the most most dangerous parts of the UK for cyclists for instance by looking at cyclist injuries and bike thefts or you could use Open Prescribing to discover which city is the most depressed perhaps, having a look at where the highest rates of certain drugs are prescribed.
These do often cost a couple of hundred quid but it depends on your sample size, the number of questions you ask, the criteria etc so obviously it depends on your budget as to whether or not you want to give these a go
Freedom of information requests are also great ways of gathering data. Go ahead and ask all of the councils in England how much they spent on cycling infrastructure for instance last year, or ask the NHS how many people were admitted to A&E because of heart attacks in 2019, ask your local police department how many burglaries took place in a certain period of time.
Include the option to request the raw data. Include an email address
Transparency, credibility, etc. Always include caveats, limitations etc. This is your opportunity to convince the reader that your study or data is credible.
Optimise it like you would one of the most important service or product pages on your website. So first, before you press publish, check it’s fully optimised, even for lower volume longer tail keywords, because collectively these can add up to a lot of traffic. The amount of times I’ve seen absolutely cracking pieces of content that have tonnes of potential and their titles and meta descriptions haven’t been optimised!!! So they haven’t ranked nearly as well as they otherwise would have and as a result, haven’t built the links they could have. It just makes me really sad. As well, optimising your headers and the copy throughout to really concisely answer questions and so on can be hugely beneficial for helping get your piece picked up. Do what you’re already doing! Optimise it with your catchy headline if you’re using it as an outreach piece and then you can go back and make it more well-optimised as a passive link building piece.
Formulate Health link from the Times came when the piece was only generating impressions from a really obscure keyword (sleep statistics uk 2021) so the link must have come from that. This is even more of a reason to make sure your methodology is sound because that’s probably one of the things that a good journalist will be looking for (and is willing to look far for).
Step 3. Establish Visibility. This is the bit where we ask ourselves okay, the piece is now live - How do we make sure it’s going to generate its own links?
Is the back link profile starting to grow organically? And you ranking for the queries you want to be ranking for? What queries could you be ranking for that you’re not already? What links could you be getting that you’re not already? At first you might want to measure this every few weeks but then once the balls rolling you can just check in on these pieces every month or so. Have a look in search console at what’s driving traffic to your site. Can you optiise it better? Do this now! Go and have a look on Monday at what content on your site is performing well and how you can make it perform even better.
Go back and look at mid-tier sites who are linking to competitor sites whose content is out of date or not as relevant. Contact them and suggest updates using your data! Very cheap! No commercial intent, just informational. You’re bidding at a considerably lower price than for competitive queries. Not very competitive. You’re looking for people whose intent is to find a resource, not someone who's looking to buy.
And once you’ve done all these steps, go and make a brew! Put your feet up and watch some cute dog videos on Youtube whilst all the links come rolling in. (hopefully)
Play the long game. Focus on building assets not links! Thinking you’ll generate loads of excellent links within a couple of weeks is not going to set you up for success in the long term.
There’s a lot of noise to break through when it comes to Digital PR and outreach. And as we know, soo many link building campaigns are unsuccessful. I know I’m a baby in this industry having only been doing this for 2 and a half years, but putting all your eggs in one basket and relying solely on one tactic for anything is to me, too risky. And can end up being really costly in the long term. Instead, find a way to build links by just existing and having these pieces on your site that rank naturally and require minimal time, effort and money. So go and do it now! This doesn’t require starting from scratch with these pieces either Go and have a look at some of your PR pieces now that you can update and reoptimise as stats pieces / passive link building pieces.
So see how you get on! I really hope that some of this has been useful and that you feel like you can go and give this a go! By the way, this is my little puppy Dougie who we’re going picking up tomorrow.. So this is my reward to myself for being brave and giving a talk at Brighton haha! Thank you so much for listening, not egging me or heckling me or booing me off the stage and if you have any questions or there’s anything I can help with just give me a shout on Twitter :) Thanks!