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Killing the giants: how to beat big brands in search

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Winning organic market share in SERPs dominated by big brands with huge budgets may seem like a fairytale in today's modern organic landscape. However, that need not be the case. In this webinar, Ross Tavendale shows you blow for blow how he took a small business (less than 1m turnover) and grew their organic presence to beat out Tripadvisor's, HomeAway and Holiday Lettings for their core terms.

Publicado en: Marketing
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Killing the giants: how to beat big brands in search

  1. 1. Killing Giants How to Beat Big Brands in the SERPs
  2. 2. About the presenter A/S/L?
  3. 3. Not Tin Tin
  4. 4. Not a designer
  5. 5. Not a dancer
  6. 6. SEO guy from a big box agency background
  7. 7. Now MD at Type A SEO Consultants based in London
  8. 8. We build big links…...
  9. 9. That drive real business results
  10. 10. Agenda ▫ Brilliant basics ▪ Pedantic technical SEO ▪ UX and why we shouldn’t overlook it ▪ Keyword choice and topic grouping ▪ Search Console tricks ▪ HREF LANG implementations ▫ Link Building ▪ Link Multipliers ▪ Surveys & Data Journalism ▪ Facebook groups ▪ Fake News ▫ Creative ▪ Content production ▪ Scaling ▪ COPE - create once, publish everywhere
  11. 11. Technical SEO Our on page and technical SEO was absolutely perfect
  12. 12. Brilliant basics ● Start with UX, accessibility, crawlability and indexation. ● A mobile first rebuild ● Clean bill of health from search console ● Markup: pagination, reviews, product markup, business markup ● Thoughtful meta data written by our copywriter, not our SEOs ● Cleaned up old content - 301 pages with links and no-index ● Revamped all internal linking to push to key pages ● Speed & security
  13. 13. The Site Before...
  14. 14. The Site Before... Dump of all products No HREF LANG Non essential information Most important navigation sidelined Confusing CTAs Small product images with unorganized descriptions
  15. 15. The site after...
  16. 16. The site after... Clear hierarchy of products Search is front and centre Big beautiful product images Well organised product features Schema on all products
  17. 17. Flow: UX & Navigation ● Search bar ● Products split in sensible hierarchy ● Core pages in the main nav ● Blog promoted to main nav ● Changed all internal links to point to main pages ● URLs resolving in 1 place
  18. 18. Quick way to map new category pages If you have thousands of keywords and possible category combinations, use this PPC trick.
  19. 19. Live demo file:///Users/rosstavendale/Downloads/KeywordGrouperPro/KeywordGrouperPro.html
  20. 20. Build content off the back of successful pieces ● View queries around top landing page ● Sort by monthly volume ● Voila!
  21. 21. Install this plugin to make life easier ● Search volumes in search console, GA and search ● Let’s you see keyword value at a glance
  22. 22. HREF LANG…..really works ● Took about a month to see uplift ● Tripled traffic to that country ● May have been a side effect of aggressive link building
  23. 23. Link multiplier via syndicated content Run a site: https://www.apnews.com/ “tripadvisor" To find all the headlines about TripAdvisor Put out all headlines and put them in “” Use scrape box to find all headlines that are syndicated through multiple sources Pull the journalist names Commission them to write a piece for you on the AP Conduct reclamation when it’s syndicated Rinse repeat
  24. 24. Link multiplier via syndicated content Run a site: https://www.apnews.com/ “tripadvisor" To find all the headlines about TripAdvisor Put out all headlines and put them in “” Use scrape box to find all headlines that are syndicated through multiple sources Pull the journalist names Commission them to write a piece for you on the AP Conduct reclamation when it’s syndicated Rinse repeat
  25. 25. Facebook Groups ● 72 links generated ● Cut the bullshit- pay them or give them something ● Competitions work for lower end sites
  26. 26. Survey data ● Just ask ● Design the survey to fulfil you intended outcome ● Build stories around the data ● Don’t sell it into a national
  27. 27. Reactive Don’t be fooled - this is an incredibly time consuming task with a limited hit rate. But when you hit. It tends to be a national newspaper.
  28. 28. Fake news We created the Iron Man mansion on the mystical island of Es Vedra and pretended you could book it. ▫ The british press didn’t really bite…….. ▫ BUT the american’s freaking loved it ▫ Opens up tonnes of audiences to target that are not directly travel related
  29. 29. eBuyer Posted the “God Particle” for Sale when CERN built the particle accelerator
  30. 30. Tesco Direct “Accidentally” priced the iPad at £49.99 instead of £499.99 - they still rank page 1
  31. 31. Boots Chemist Created fake products around Christmas time like “Santa’s Chimney Lube”
  32. 32. Content submissions ● Lots of quality sites looking for inspiration for lookbooks and and new blog posts ideas ● Particularly in fashion and retail
  33. 33. Creating the content How to scale the content production to get high volumes of quality content out
  34. 34. What you’re up against ● Diluted creative ideas ● All with a channel owner that has the power to can an ideas last minute final sign off ● Slow, bloated process
  35. 35. Scale Audit all assets 80/20 on effort Set up an environment that makes production easy Double down on content that begets more content Give everything away Lighting in the ceiling Camera on tripod always setup Pre-made backdrops
  36. 36. COPE - Create Once, Publish Everywhere A common amplification technique. Plan the content formats you are going to use and sketch out the distribution strategy for them.

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