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B3
Audience Engagement
Increasing Traffic & Sales
TIM GRICE – DIRECTOR OF SEARCH
B3
Popularity
Citations
Social
Authority
Engagement
Anchor Text
Keywords
Links
Ranking Signals
B3
PopularityEngagement
Ranking Signals
B3
SEO Task List
Find relevant keywords
Add keywords to content
Build links (From anywhere)
Anchor text
B3
£
Traffic You have to
Engage
YOUR SITE
Engage
B3
“There is no
shortcut to
success.”
B3
…Return to Search
B3
Dwell Time?
“Your goal should be that when a visitor lands on your page, the
content answers all of their needs, encouraging their next action to
remain with you. If your content does not encourage them to
remain with you, they will leave. The search engines can get a sense
of this by watching the dwell time. ” Duanne Forrester - Bing
B3
Anyone Remember Panda?
Low quality content
Unclear or no call to actions
Poor navigation
Does your content serve the user
…they leave
Internet World: Audience Engagement - Tim Grice
B3
Identify Poor Performance
B3
Cross Reference with Keyword Data
B3
Most Panda issues can
be solved through better
Engagement
Internet World: Audience Engagement - Tim Grice
B3
Google
Analytics
Social
Listening
Market
Research
Customer
Feedback
Focus
Groups
Who are you trying
to Engage?
B3
Blogs
Site Search
Competitors
Market
Research
Forums
Social Sites
Reviews
Keywords
B3
Audience Reporting
Internet World: Audience Engagement - Tim Grice
B3
Relevant
User Experience
Fast
Comprehensive
Want
What
Internet World: Audience Engagement - Tim Grice
B3
Content Strategy
Manual Action/Panda
Manual Action Revoked
Content Strategy
No Link Building
B3
Put your best content in
front of people.
B3
Rankings without Links
20%
Bounce Reduction
200%
Time on Page
B3
If you have enough links
to be in the top 5 you have
enough to be at the top.
Internet World: Audience Engagement - Tim Grice
B3
Your website has to be Popular
B3
60,500
22,200
14,800
12,100
33,100
14,800
All things being equal,
branding wins…
B3
Useful
Entertaining
News
Worthy
Insightful Provoke
Engagement
Audience
Led
Creative
B3
TV
Outreach
PR
Display
Social
Paid Search
Creative
Apps Brand
Search
B3
You’ll always rank position
‘1’ for brand search
B3
B3
2014 – The year of
building better websites.
Internet World: Audience Engagement - Tim Grice

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