The document discusses a conference on strengthening relationships through better SEO integration held in Breckenridge, Colorado in May 2016. It provides tips on increasing the effectiveness of digital efforts, such as being different, making things simple, causing happiness, and shaking things up. Additional tips are given on content development, user experience, creative marketing, social awareness, branding, customer service, sales, public relations and reporting to integrate SEO best practices. The importance of identifying opportunities to show more value to clients through SEO integration is emphasized.
SearchCon 2016 | Adding More Value to Your Relationships with Better SEO Inte...SearchCon
The document discusses a conference on strengthening relationships through better SEO integration held in Breckenridge, Colorado in May 2016. It provides tips on increasing the effectiveness of digital efforts, such as being different, making things simple, causing happiness, and shaking things up. Additional tips are given on content development, technical SEO, user experience, creative marketing, social awareness, branding, and reporting. The importance of customer service, sales, public relations, and social media are also discussed.
This document provides tips and strategies for search engine optimization (SEO). It discusses how Google determines relevance and recommends focusing on quality, relevant content rather than keyword stuffing. It also emphasizes the importance of internal links, outbound links from trusted sources, and having a diverse but relevant link profile. Additional tips include using search term research, including relevant keywords on pages, creating fresh content, submitting sitemaps, and behaving like a trusted brand through authentic online profiles and offline marketing. The overall message is that SEO focuses on things rather than strings and understanding how search engines work.
This presentation was given by Jabez LeBret, author of Online Law Practice Strategies, in partnership with AVVO. Jabez informs you on Google updates and online marketing for your firm.
This presentation was given by Jabez LeBret, author of Online Law Practice Strategies, in partnership with AVVO. Jabez informs you on updates for online marketing for your firm.”
Link Building in 2024: What Works, What Doesn't, and What's NextSearch Engine Journal
The world of SEO has been in a constant state of upheaval for the past 18 months. But what hasn't changed?
Getting quality backlinks is one of the hardest parts of SEO, and Google is still committed to ensuring that link spam doesn't affect the quality of results. It’s crucial you know how to build a strategy around these parameters.
Join us as we review what’s currently working in the world of link building, and how you can develop a winning content and link building strategy in 2024.
You’ll learn:
Top strategies for guest posting, resource link building, digital PR, and more.
The tactics & strategies to avoid when building links.
Creating a future-proof approach to link building for your business.
With Michael Johnson, we’ll review what he and his team have learned in the first part of 2024, along with what's working for their clients.
If you’re looking for an approach for consistent link acquisition that you can use to earn quality backlinks, then this webinar is for you.
Selling to seniors & web design for seniorsTom Wilson
The findings contained in this white paper are based 5 years of research and usability testing with boomer and senior customers of The CareGiver Partnership.
It also includes information from published articles where learning is based on quantified research rather than opinion.
Lastly, it includes an excerpt from Adriane Berg’s A Cane Miracle: A Parable on Selling To The Older Adult.
This white paper is focused on the following:
Web design and user interface for an ecommerce site (versus an information only site). A number of principles apply to either however. Designing an ecommerce site is orders of magnitude more challenging than an information only site.
A site targeted to the 50+ market - boomers and seniors. They possess the following differences versus younger individuals as it relates to eCommerce website design:
Less familiarity with the internet including how to navigate, jargon, pointers, browsers, hyperlinks, hover-overs, web search logic, etc.
Diminished eyesight
More skepticism of using a credit card on line, especially with a company they are not familiar with.
Jabez LeBret, Author of Online Law Practice Strategies, presents Marketing 101 Continuing Legal Education to members of the Alabama State Bar in January 2017
The document discusses a conference on strengthening relationships through better SEO integration held in Breckenridge, Colorado in May 2016. It provides tips on increasing the effectiveness of digital efforts, such as being different, making things simple, causing happiness, and shaking things up. Additional tips are given on content development, user experience, creative marketing, social awareness, branding, customer service, sales, public relations and reporting to integrate SEO best practices. The importance of identifying opportunities to show more value to clients through SEO integration is emphasized.
SearchCon 2016 | Adding More Value to Your Relationships with Better SEO Inte...SearchCon
The document discusses a conference on strengthening relationships through better SEO integration held in Breckenridge, Colorado in May 2016. It provides tips on increasing the effectiveness of digital efforts, such as being different, making things simple, causing happiness, and shaking things up. Additional tips are given on content development, technical SEO, user experience, creative marketing, social awareness, branding, and reporting. The importance of customer service, sales, public relations, and social media are also discussed.
This document provides tips and strategies for search engine optimization (SEO). It discusses how Google determines relevance and recommends focusing on quality, relevant content rather than keyword stuffing. It also emphasizes the importance of internal links, outbound links from trusted sources, and having a diverse but relevant link profile. Additional tips include using search term research, including relevant keywords on pages, creating fresh content, submitting sitemaps, and behaving like a trusted brand through authentic online profiles and offline marketing. The overall message is that SEO focuses on things rather than strings and understanding how search engines work.
This presentation was given by Jabez LeBret, author of Online Law Practice Strategies, in partnership with AVVO. Jabez informs you on Google updates and online marketing for your firm.
This presentation was given by Jabez LeBret, author of Online Law Practice Strategies, in partnership with AVVO. Jabez informs you on updates for online marketing for your firm.”
Link Building in 2024: What Works, What Doesn't, and What's NextSearch Engine Journal
The world of SEO has been in a constant state of upheaval for the past 18 months. But what hasn't changed?
Getting quality backlinks is one of the hardest parts of SEO, and Google is still committed to ensuring that link spam doesn't affect the quality of results. It’s crucial you know how to build a strategy around these parameters.
Join us as we review what’s currently working in the world of link building, and how you can develop a winning content and link building strategy in 2024.
You’ll learn:
Top strategies for guest posting, resource link building, digital PR, and more.
The tactics & strategies to avoid when building links.
Creating a future-proof approach to link building for your business.
With Michael Johnson, we’ll review what he and his team have learned in the first part of 2024, along with what's working for their clients.
If you’re looking for an approach for consistent link acquisition that you can use to earn quality backlinks, then this webinar is for you.
Selling to seniors & web design for seniorsTom Wilson
The findings contained in this white paper are based 5 years of research and usability testing with boomer and senior customers of The CareGiver Partnership.
It also includes information from published articles where learning is based on quantified research rather than opinion.
Lastly, it includes an excerpt from Adriane Berg’s A Cane Miracle: A Parable on Selling To The Older Adult.
This white paper is focused on the following:
Web design and user interface for an ecommerce site (versus an information only site). A number of principles apply to either however. Designing an ecommerce site is orders of magnitude more challenging than an information only site.
A site targeted to the 50+ market - boomers and seniors. They possess the following differences versus younger individuals as it relates to eCommerce website design:
Less familiarity with the internet including how to navigate, jargon, pointers, browsers, hyperlinks, hover-overs, web search logic, etc.
Diminished eyesight
More skepticism of using a credit card on line, especially with a company they are not familiar with.
Jabez LeBret, Author of Online Law Practice Strategies, presents Marketing 101 Continuing Legal Education to members of the Alabama State Bar in January 2017
This document provides tips and strategies for search engine optimization (SEO). It discusses how Google determines relevance and recommends focusing on quality, accessible content that is highly relevant to the target keywords. It also emphasizes building trustworthy backlinks from a diverse set of websites and behaving like a trusted brand through real-world presence and involvement in online communities. The overall message is that SEO requires a holistic approach across content, technical setup, and social engagement, with the goal of providing great experiences for users rather than just rankings.
- Link building is critical for ranking in Google as links indicate relevance, but it must be done properly without paid or manipulated links.
- Researching competitors' backlinks can reveal potential sites to contact for natural links by finding where competitors are already linked to together or for specific keywords.
- Getting links requires an ongoing process of identifying relevant sites, contacting them, and nurturing relationships while avoiding tactics that could be seen as link manipulation.
7 Easy Steps to Turbocharge Your Online BrandElad Hogen
Know-how and tools that you’ll need to build and maintain a powerful and rewarding personal or business brand on the Internet:
- What is Online Brand Management?
- How to get super targeted traffic?
- What web properties you need to have online?
- Automate content creation like a pro.
- All you need to know about SEO for local branding.
Columbus Bar Association - Common Ethics Mistake Law Firms Make When Marketin...Get Noticed Get Found
GNGF's Legal Marketing Expert, Chris Homer, educates on how to properly and ethically set up a law firm's or individual attorney's web presence, including website, social media, directory listings, and reviews.
The document provides tips for creating content that search engines like in order to achieve search engine domination. It discusses what types of content are not accepted by search engines, including rewritten or spun content, content with severely broken English, over-stuffing of keywords, and too many backlinks from low-quality websites. The document emphasizes the importance of unique, frequently updated content and providing value to users in order to attract natural, high-quality backlinks.
This document provides tips and strategies for search engine optimization (SEO). It discusses how Google determines relevance and recommends focusing on quality, relevant content rather than keyword stuffing. It emphasizes building trustworthy, high-quality links from relevant websites and domains. The document also stresses the importance of technical SEO best practices like submitting sitemaps and verifying websites with search engines.
A company's website is one of the most visible manifestations of the brand. The study ranks and rates the top ten consulting firm sites and provides best practices in website branding.
Law Firm Web Marketing - Michael CoganAnthony Roth
The document discusses law firm web marketing and managing expectations around online presence. It notes that a firm's website has replaced traditional marketing materials and is now the primary calling card. While websites aim to attract new clients through search engine optimization, the author observes expectations need recalibrating, as websites may only convert one new client per year despite marketing budgets. The document emphasizes that websites must effectively convey a firm's reputation, accomplishments and professionalism through design, photos, testimonials and other elements. It also stresses the importance of keeping websites current, responsive to all devices, and paired with social media strategies like LinkedIn to maintain a professional online presence.
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility500 Startups
Rand Fishkin discusses how SEO has evolved and which tactics marketers should embrace or leave behind. Key changes include more complex ranking algorithms using more user data signals, personalized search results, and less direct traffic data. Tactics to leave include building keyword-targeted pages with minimal unique content, acquiring links through directories and guest posting, and expecting social shares alone to boost rankings. Tactics to embrace include creating uniquely valuable and helpful content, earning links editorially, using social media to expose content, and measuring ROI through attribution models and search traffic to pages.
The document discusses Search Engine Land's updated 2021 Periodic Table of SEO, which provides an overview of the essential factors for SEO success. The Periodic Table is organized into elements grouped into categories like Content, Architecture, Links, and User Experience. It also includes a new Niches section focused on local, publishing, and ecommerce SEO. Each element is assigned a weight from +1 to +5 based on its importance, with negative weights for toxic practices. The updated Periodic Table aims to help both experienced and new SEOs understand best practices for achieving results across search engines.
This document provides a framework and methodology for quickly reviewing websites. It outlines key areas to examine such as user experience, conversion/stickiness, content, SEO, social, and provides specific recommendations for the example site Springest.co.uk. Reviews should analyze why the site exists, who its audience is, what motivates them, and address client concerns about user experience, content quality, SEO optimization, and social strategies. Example reviews are given for additional sites BathandUnwind.com and specific ideas to improve their content, SEO, and social presence.
With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2016. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.
Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions presented at a For Rent Media Solutions event in Atlanta, GA on 11/11/2015.
This document provides an overview of inbound marketing strategies and how the company Squaredot approaches implementing them. It summarizes inbound marketing as a holistic approach that focuses on attracting and converting website visitors into customers and advocates through strategic content creation, lead nurturing, and continuous measurement and adaptation. The summary highlights how Squaredot employs tactics like search engine optimization, content marketing, and data analytics at each stage to empower buyers and grow businesses efficiently through the inbound process.
The document provides tips and best practices for website design and optimization. It discusses establishing a clear purpose and content outline, using calls to action and limiting content to 300 words. Proper planning, testing on mobile, and tracking metrics with Google Analytics and Search Console are also recommended. The importance of follow up with leads is emphasized as the most neglected marketing principle.
Success by Design: Content That Builds Both Brand and SEO by Mark Traphagen -...Search Engine Journal
You’ve probably heard content marketing truisms like “quality over quantity.” Wondering what that actually means in practical terms? Master content marketer Mark Traphagen will share how to effectively build high-value content that is both SEO friendly and good for your brand.
Mike Perla is a director of conversion optimization with over 10 years of experience. He discusses how non-profits are in unassumingly competitive industries, as they are all asking individuals to donate portions of their disposable income. He emphasizes the importance of usability and conversion optimization for non-profits' websites, noting that visitors will form opinions about a site within seconds and leave quickly if not engaged.
This document contains the slides from a presentation by Jon Payne of Noisy Little Monkey on SEO and social media. The presentation covers how Google determines search relevance, the importance of links and authority, using social media to engage customers and generate leads. It emphasizes focusing content on things rather than keywords, listening to customers, and having strategies to deal with negative feedback on social media. The goal is to build brand awareness and trust through an integrated online presence to increase web traffic and long term Google rankings.
Practical Ways to Demonstrate E-E-A-T at the Content, Author & Brand LevelsJames Brockbank
Despite E-E-A-T signals being more important than ever in earning your right to rank on the SERPs, many sites are still barely getting the basics right when it comes to demonstrating these.
In some ways, E-E-A-T requires a mindset shift away from SEO and towards establishing subject matter experts and thought leaders -- and building a brand... but beneath this, there are stacks of tactical things you can work into your strategy.
This is true for demonstrating E-E-A-T at each of the content, author and brand levels, yet these signals too frequently get spoken about as one, rather than what’s effective at each of these.
Join James Brockbank, Managing Director & Founder at Digitaloft, to learn practical ways to demonstrate E-E-A-T that go beyond the basics, covering tactics you’re (probably) not yet using but should be.
After this session, you’ll be able to:
- Differentiate between what it takes to demonstrate E-E-A-T at the content, author and brand levels
- Understand practical ways of building signals that show these into your existing workflow
- Integrate your SEO, PR and social efforts around a common goal of stronger E-E-A-T signals
The ‘traditional approach’ to SEO is broken - how to prioritise your efforts ...James Brockbank
The document discusses prioritizing SEO efforts to drive rapid growth. It argues that the traditional audit-first approach is broken because recommendations are often not implemented. It recommends setting specific business goals and working backwards to prioritize tactics that can be completed in the short term to show quick results. An example roadmap prioritizes optimizations like improving page intent and existing content over technical tasks that have less immediate impact on rankings and traffic. The overall message is that prioritization based on goals and quick wins is needed to successfully implement SEO strategies.
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- Link building is critical for ranking in Google as links indicate relevance, but it must be done properly without paid or manipulated links.
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Rand Fishkin discusses how SEO has evolved and which tactics marketers should embrace or leave behind. Key changes include more complex ranking algorithms using more user data signals, personalized search results, and less direct traffic data. Tactics to leave include building keyword-targeted pages with minimal unique content, acquiring links through directories and guest posting, and expecting social shares alone to boost rankings. Tactics to embrace include creating uniquely valuable and helpful content, earning links editorially, using social media to expose content, and measuring ROI through attribution models and search traffic to pages.
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This document provides a framework and methodology for quickly reviewing websites. It outlines key areas to examine such as user experience, conversion/stickiness, content, SEO, social, and provides specific recommendations for the example site Springest.co.uk. Reviews should analyze why the site exists, who its audience is, what motivates them, and address client concerns about user experience, content quality, SEO optimization, and social strategies. Example reviews are given for additional sites BathandUnwind.com and specific ideas to improve their content, SEO, and social presence.
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• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
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From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
The Good the Bad and The Ugly of Marketing MeasurementNapierPR
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
We cover:
-Meaningless marketing metrics
-The difference between attribution and incrementality
-The importance of the customer journey
-Why you should care about prospects that are in market
-Measuring the unmeasurable
4. Are You Playing to Play,
or Are You Playing to Win?
Make sure you’re playing the real game, not some more complicated game you’ve
made up for yourself.
- Lesley Sim
https://commoncog.com/playing-to-play-playing-to-win/
6. Relevancy is the hottest topic in digital
PR that no one can agree on.
7. LOTS OF QUESTIONS. LOTS OF OPINIONS.
DOES THE RELEVANCY OF LINKS REALLY
MATTER?
AT WHAT POINT DOES A STORY STOP
BEING RELEVANT?
DOES RELEVANCE MEAN THE SAME THING
IN EVERY INDUSTRY?
WILL LINKS THAT AREN’T REALLY
RELEVANT HARM A SITE’S RANKINGS?
CAN YOU BE SO RELEVANT THAT THERE ARE NOT
ENOUGH JOURNALISTS INTERESTED IN COVERING A
STORY?
IS THERE A SWEET SPOT BETWEEN RELEVANCY AND
REACH POTENTIAL?
RELEVANCY MEANS TOPICS THAT CLOSELY ALIGN WITH
WHAT THE BUSINESS SELLS OR OFFERS.
CREATE THE CONTENT YOUR AUDIENCE WANTS TO
CONSUME, EVEN IF THAT STEPS AWAY A BIT FROM
YOUR CORE OFFERING.
RELEVANCY MEANS USING YOUR BRAND’S
EXPERTS TO SPEAK ON TOPICS THAT
THEY’RE EXPERIENCED IN.
RELEVANCY IS ABOUT CREATING CONTENT
THAT PEOPLE WANT TO SHARE.
RELEVANCY IS ABOUT CREATING CONTENT
THAT’S RELEVANT TO NOW.
RELEVANCY IS ABOUT PUBLICATIONS IN
THE SAME COUNTRY AS THE BRAND.
10. RELEVANCE IN DIGITAL PR IS ABOUT TELLING STORIES THAT
ARE CLOSELY CONNECTED TO THE TOPICS IT MAKES SENSE
FOR YOUR BRAND TO TALK ABOUT.
TRAVEL BRAND
WHERE TO GO
WHERE TO STAY
WHAT TO DO
WHERE TO EAT
HOW TO TRAVEL
TRAVEL TRENDS
11. WORK HARDER TO INFLUENCE SEO
WE CAN PULL TO MAKE DIGITAL PR
RELEVANCE IS THE BIGGEST LEVER THAT
SUCCESS.
13. EXPERT COMMENTS FROM BOXT IN METRO’S ARTICLE
ABOUT 5 THINGS YOU MUST DO TO SAVE ON ENERGY BILLS
BEFORE YOU TURN YOUR HEATING ON.
14. DATA ON THE UK’S CHRISTMAS CRIME HOTSPOTS BY ADT IN
THE MAIL ONLINE ARTICLE ABOUT ‘EX-BURGLAR REVEALS
TOP TIPS TO STOP THIEVES FROM TARGETING YOUR HOME’.
15. RECOMMENDATIONS FROM SWIFT DIRECT BLINDS ON WHY
ROMAN BLINDS ARE THE PERFECT WAY TO KEEP YOUR HOME
WARM AND COSY IN IDEAL HOME’S ARTICLE.
16. EXPERT COMMENTS FROM BLACKS ABOUT WHY RUNNERS
SHOULD WEAR A BASELAYER IN THIS GUIDE FROM MEN’S
FITNESS.
17. WE SEE TRENDS AMONGST THE MOST RELEVANT PIECES OF
PRESS COVERAGE.
✅ Links that point to key commercial pages on the site.
18. WE SEE TRENDS AMONGST THE MOST RELEVANT PIECES OF
PRESS COVERAGE.
✅ Links that point to key commercial pages on the site.
✅ Links within content that leverages the brands’ expertise in their key topic areas.
19. WE SEE TRENDS AMONGST THE MOST RELEVANT PIECES OF
PRESS COVERAGE.
✅ Links that point to key commercial pages on the site.
✅ Links within content that leverages the brands’ expertise in their key topic areas.
✅ Links that cite campaigns as a source; the ultimate form of editorial link.
20. WE SEE TRENDS AMONGST THE MOST RELEVANT PIECES OF
PRESS COVERAGE.
✅ Links that point to key commercial pages on the site.
✅ Links within content that leverages the brands’ expertise in their key topic areas.
✅ Links that cite campaigns as a source; the ultimate form of editorial link.
✅ Links from within content that perfectly aligns with the brands’ key topic areas.
21. WE SEE TRENDS AMONGST THE MOST RELEVANT PIECES OF
PRESS COVERAGE.
✅ Links that point to key commercial pages on the site.
✅ Links within content that leverages the brands’ expertise in their key topic areas.
✅ Links that cite campaigns as a source; the ultimate form of editorial link.
✅ Links from within content that perfectly aligns with the brands’ key topic areas.
✅ Links that positions the brands their people as voices of authority.
25. IT DOES NOTHING FOR YOUR REPUTATION IF YOUR BRAND OR
PEOPLE ARE COMMENTING ON TOTALLY IRRELEVANT TOPICS.
26. YOU NEED TO UNDERSTAND SEED SITES & LINK DISTANCE
RANKING & THEIR IMPORTANCE ON THE IMPACT OF LINKS.
Google’s “Producing a ranking for pages using
distances in a web-link graph” patent makes
reference to a set of seed pages and a ranking score
that is generated for each page within a set based on
the distance of these from the seed pages.
The shorter the distance between the seed sites and
a webpage, the higher the score.
27. THE ONLY ‘SEED SITES’ WE KNOW ARE THE NEW YORK TIMES
& THE (NOW DEFUNCT) GOOGLE DIRECTORY.
28. SEED SITES HAVE THREE COMMON CHARACTERISTICS.
RELIABLE & TRUSTWORTHY
SITES.
HIGH QUALITY WEB PAGES.
WELL CONNECTED TO
OTHER NON-SEED PAGES
(E.G. LOTS OF OUTBOUND
LINKS).
29. ANOTHER GOOGLE PATENT BY THE SAME INVENTOR
SUGGESTS SEED SITES ARE BROKEN DOWN INTO TOPICS.
The ‘Scalable system for determining short paths
within web link network‘ patent suggests that the set
of seed sites is broken down into shards, and the link
distance is calculated within each of these.
We can assume that these shards are topics or niches.
30. THE SEED SITES FOR EACH TOPIC ARE LIKELY TO BE THOSE
DEEMED TO BE THE MOST AUTHORITATIVE & TRUSTED:
TRAVEL.
● Lonely Planet
● Travel & Leisure
● Condé Nast Traveler
● AFAR
31. THE SEED SITES FOR EACH TOPIC ARE LIKELY TO BE THOSE
DEEMED TO BE THE MOST AUTHORITATIVE & TRUSTED:
TRAVEL. FINANCE.
● Lonely Planet
● Travel & Leisure
● Condé Nast Traveler
● AFAR
● The Wall Street Journal
● Fortune
● The Economist
● Financial Times
32. THE SEED SITES FOR EACH TOPIC ARE LIKELY TO BE THOSE
DEEMED TO BE THE MOST AUTHORITATIVE & TRUSTED:
TRAVEL. FINANCE. SPORTS.
● Lonely Planet
● Travel & Leisure
● Condé Nast Traveler
● AFAR
● The Wall Street Journal
● Fortune
● The Economist
● Financial Times
● ESPN
● The Sporting News
● Bleacher Report
● CBS Sports
34. EXPERIENCE.
EXPERTISE.
AUTHORITATIVENESS.
TRUSTWORTHINESS.
The extent to which the content creator has the
necessary first-hand or life experience for the topic.
The extent to which the content creator has the
necessary knowledge or skill for the topic.
The extent to which the content
creator or the website is known as
a go-to source.
The extent to which the page is
accurate, honest, safe, and reliable.
35. EXPERIENCE.
EXPERTISE.
AUTHORITATIVENESS.
TRUSTWORTHINESS.
The extent to which the content creator has the
necessary first-hand or life experience for the topic.
The extent to which the content creator has the
necessary knowledge or skill for the topic.
The extent to which the content
creator or the website is known as
a go-to source.
The extent to which the page is
accurate, honest, safe, and reliable.
36. LOWEST E-E-A-T.
LACKING E-E-A-T.
HIGH E-E-A-T.
VERY HIGH E-E-A-T.
Pages in this category are often spammy and lack any form
of credibility. They fail to provide a positive user experience
(UX) and could cause physical, mental, emotional or financial
harm to users. This now also includes inaccurate AI content.
Pages lacking E-E-A-T aren’t considered to be harmful or to
have the potential to cause harm, but they’re those that
aren’t created by those with experience or expertise.
Pages with a high level of E-E-A-T offer significant amounts of first-hand
experience, expertise, credibility, and trustworthiness, but the
breakdown of these differs by sector.
Pages with very high E-E-A-T are created by people
or published on websites that are considered to be
a go-to source for a topic.
37. LOWEST E-E-A-T.
LACKING E-E-A-T.
HIGH E-E-A-T.
VERY HIGH E-E-A-T.
Pages in this category are often spammy and lack any form
of credibility. They fail to provide a positive user experience
(UX) and could cause physical, mental, emotional or financial
harm to users. This now also includes inaccurate AI content.
Pages lacking E-E-A-T aren’t considered to be harmful or to
have the potential to cause harm, but they’re those that
aren’t created by those with experience or expertise.
Pages with a high level of E-E-A-T offer significant amounts of first-hand
experience, expertise, credibility, and trustworthiness, but the
breakdown of these differs by sector.
Pages with very high E-E-A-T are created by people
or published on websites that are considered to be
a go-to source for a topic.
38. LOWEST E-E-A-T.
LACKING E-E-A-T.
HIGH E-E-A-T.
VERY HIGH E-E-A-T.
Pages in this category are often spammy and lack any form
of credibility. They fail to provide a positive user experience
(UX) and could cause physical, mental, emotional or financial
harm to users. This now also includes inaccurate AI content.
Pages lacking E-E-A-T aren’t considered to be harmful or to
have the potential to cause harm, but they’re those that
aren’t created by those with experience or expertise.
Pages with a high level of E-E-A-T offer significant amounts of first-hand
experience, expertise, credibility, and trustworthiness, but the
breakdown of these differs by sector.
Pages with very high E-E-A-T are created by people
or published on websites that are considered to be
a go-to source for a topic.
39. Start thinking about E-E-A-T like your reputation, and it
very quickly starts to make a lot more sense…
especially when you consider that reputation is one of
the main things that influences trust.
After all, you’re far more likely to trust a person or
brand with a great reputation, right?
“
”
E-E-A-T = YOUR REPUTATION.
40. Page 27, Google Quality Rater Guidelines: https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf
41. Page 27, Google Quality Rater Guidelines: https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf
CONTENT.
42. Page 27, Google Quality Rater Guidelines: https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf
CONTENT. AUTHOR.
47. ON-PAGE SIGNALS.
OFF-PAGE SIGNALS.
● The things a business or person says about themselves.
● Things that are demonstrated on the website.
● Things that are mostly in your control.
48. ON-PAGE SIGNALS.
OFF-PAGE SIGNALS.
● The things a business or person says about themselves.
● Things that are demonstrated on the website.
● Things that are mostly in your control.
● The things that other people say about a business or person.
● Things that are demonstrated on other websites or places.
● You can influence, but mostly out of your full control.
49. ON-PAGE SIGNALS.
OFF-PAGE SIGNALS.
● The things a business or person says about themselves.
● Things that are demonstrated on the website.
● Things that are mostly in your control.
● The things that other people say about a business or person.
● Things that are demonstrated on other websites or places.
● You can influence, but mostly out of your full control.
Digital PR.
51. WE PLACE TOO MUCH EMPHASIS ON SEO METRICS:
DOMAIN AUTHORITY..
DOMAIN RATING..
AUTHORITY SCORE..
TRUST FLOW..
FOLLOW.
NOFOLLOW.
SYNDICATED.
AFFILIATE.
Link Metrics. Link Types.
55. DIGITAL PR IS ABOUT SO MUCH MORE THAN JUST LINKS.
1. REFERRAL TRAFFIC.
56. DIGITAL PR IS ABOUT SO MUCH MORE THAN JUST LINKS.
1. REFERRAL TRAFFIC.
2. INCREASED BRAND AWARENESS.
57. DIGITAL PR IS ABOUT SO MUCH MORE THAN JUST LINKS.
1. REFERRAL TRAFFIC.
3. ASSOCIATION WITH PUBLICATIONS.
2. INCREASED BRAND AWARENESS.
58. DIGITAL PR IS ABOUT SO MUCH MORE THAN JUST LINKS.
1. REFERRAL TRAFFIC.
3. ASSOCIATION WITH PUBLICATIONS.
4. SALES / LEADS & REVENUE.
2. INCREASED BRAND AWARENESS.
59. If you’d still want a link if Google didn’t
exist, that’s a pretty good indicator that
it’s good for your brand; for awareness,
referral traffic or revenue.
60. These links have the biggest impact on
SEO success & align with what Google’s
algorithms look to reward.
61. STOP THINKING THAT SEO METRICS ARE THE ONLY THING
THAT MATTERS WHEN DOING DIGITAL PR.
✅ What’s the potential to reach new audiences who don’t already know you exist?
62. STOP THINKING THAT SEO METRICS ARE THE ONLY THING
THAT MATTERS WHEN DOING DIGITAL PR.
✅ What’s the potential to reach new audiences who don’t already know you exist?
✅ Could the people who click the links turn into customers or clients?
63. STOP THINKING THAT SEO METRICS ARE THE ONLY THING
THAT MATTERS WHEN DOING DIGITAL PR.
✅ What’s the potential to reach new audiences who don’t already know you exist?
✅ Could the people who click the links turn into customers or clients?
✅ Does the coverage get people talking positively about your brand or products?
64. STOP THINKING THAT SEO METRICS ARE THE ONLY THING
THAT MATTERS WHEN DOING DIGITAL PR.
✅ What’s the potential to reach new audiences who don’t already know you exist?
✅ Could the people who click the links turn into customers or clients?
✅ Does the coverage get people talking positively about your brand or products?
✅ Does the coverage help potential customers to trust you with these associations?
65. STOP THINKING THAT SEO METRICS ARE THE ONLY THING
THAT MATTERS WHEN DOING DIGITAL PR.
✅ What’s the potential to reach new audiences who don’t already know you exist?
✅ Could the people who click the links turn into customers or clients?
✅ Does the coverage get people talking positively about your brand or products?
✅ Does the coverage help potential customers to trust you with these associations?
✅ Does the coverage get you mentioned alongside your brand’s key topic areas?
66. UNDERSTAND THAT WHAT BEING RELEVANT LOOKS LIKE FOR
ONE BUSINESS CAN LOOK VERY DIFFERENT FOR ANOTHER.
SITE 1: THE GOALS
AN ESTABLISHED PERSONAL FINANCE BRAND
THAT’S EARNED LINKS FROM HUNDREDS OF
UNIQUE DOMAINS OVER THE LAST FIVE
YEARS. THE SITE RANKS AT THE BOTTOM OF
PAGE 1 FOR ‘CREDIT CARD’ TERMS.
67. UNDERSTAND THAT WHAT BEING RELEVANT LOOKS LIKE FOR
ONE BUSINESS CAN LOOK VERY DIFFERENT FOR ANOTHER.
SITE 1: THE GOALS
AN ESTABLISHED PERSONAL FINANCE BRAND
THAT’S EARNED LINKS FROM HUNDREDS OF
UNIQUE DOMAINS OVER THE LAST FIVE
YEARS. THE SITE RANKS AT THE BOTTOM OF
PAGE 1 FOR ‘CREDIT CARD’ TERMS.
SITE 2: THE GOALS
A BRAND NEW PERSONAL FINANCE BRAND
THAT LAUNCHED LAST MONTH. THE SITE
RANKS OUTSIDE THE TOP 100 RESULTS ON
GOOGLE FOR ‘CREDIT CARD’ TERMS.
68. UNDERSTAND THAT WHAT BEING RELEVANT LOOKS LIKE FOR
ONE BUSINESS CAN LOOK VERY DIFFERENT FOR ANOTHER.
SITE 1: THE STRATEGY
THERE’S NO LINK GAP TO CLOSE WITH
COMPETITORS. FOCUS ON TACTICS THAT
CAN EARN HYPER-RELEVANT LINKS.
69. UNDERSTAND THAT WHAT BEING RELEVANT LOOKS LIKE FOR
ONE BUSINESS CAN LOOK VERY DIFFERENT FOR ANOTHER.
SITE 1: THE STRATEGY
THERE’S NO LINK GAP TO CLOSE WITH
COMPETITORS. FOCUS ON TACTICS THAT
CAN EARN HYPER-RELEVANT LINKS.
SITE 2: THE STRATEGY
THERE’S A LARGE LINK GAP WITH
COMPETITORS THAT NEEDS CLOSING. FOCUS
ON EARNING QUALITY LINKS AT SCALE, EVEN
IF RELEVANCE ISN’T AS TIGHT.
70. SET BETTER EXPECTATIONS; THE MORE RELEVANT YOU GET,
THE LESS COVERAGE YOU’LL (USUALLY) EARN.
TRAVEL
[GLOBAL]
FAMILY
TRAVEL FAMILY
[USA]
TRAVEL
[UK]
TRAVEL
[SCOTLAND]
Scale of relevant
publications.
71. BUILDING LINKS VS BUILDING YOUR BRAND: IT DOESN’T NEED
TO BE A CHOICE BETWEEN ONE OR THE OTHER.
72. It’s the end result that matters, not the
way you get there.