#BrightonSEO 2013 – On Page Success
As Brighton SEO goes into the third session (the one I personally had looked forward to the most) we look at different aspects of on page success, and even though they all have their unique input of how you can bring your website to the better, they also have something in common, they all make sure that were aware that times have changed, and continue to do so. The typical link development or keyword research might not necessarily be the right way to go about it anymore.
Stefan Hull, PropellerNet
Taking us through the natural way of thinking, Stefan opens up our mind and lets us know that it’s time to embrace. Out with the old, in with the new? Maybe not literally, but it’s where he’s heading. As I understand, we need to stop over thinking and analysing, forget the old excell sheets and make fun and more understandable mind maps. This will also allow you to think outside the box. Today’s online marketing is all about being as natural as you possibly can, there´s no such thing as quantity anymore, we are looking for quality. Giving us a example that’s easy to relate to, he asks us how we today would type in the Google Search tool if you’re looking for a holiday in France (for example). Based on the knowledge and rhythm of today’s society most of us can agree on that we would write “France Holidays”. But is that really the way you would ask a friend, colleague or professional in the travel industry about it? No. You would say something like “I want to go to France for a holiday, do you know any good hotels or destinations to go to?”. Simply put, this should be the way we search for it as well, it is natural and it doesn’t look like a robot has typed it.
Key Points from Stefan Hull.
- Think natural.
- Be a detective – look for the new, investigate possibilities.
- Use images (they are worth 1000 words).
- Embrace the new, dont be scared of it.
- Look for the unexpected – Create paths that leads you to the converting keyword from another one, dont always put all effort on the expected one.
Lisa Myers, VerveSearch
Lisa, as I mentioned earlier, also sticks to the subject of change and how important it is to see what works today. I think we can all agree with Lisa on the fact that the Google algorithm has changed more in the last 1.5 years than it did in the previous 3 years. To some this can seem intimidating but it is also truly inspiring. This is the time to jump on the train, because if you keep standing still, the last train will soon be gone.
Looking at the evolution of the keywords from 5 years ago, we can see a big change today. Also here, we realize that we need to keep it simple, and stick with the natural. A woman looking for a dress won’t type in “dress” or even “buy dress”. Today, we will search for “red midi dress with long sleeves in jersey” – cause that’s what we want to find.
Key points from Lisa Myers
- Create truly good content – if something is really good, you don’t need to ask for anything.
- The way you share and link – implement a descreptive and enticing title and URL for the readers, use share buttons and make it easy to share.
- Look for the open doors – rather then trying to overcome Google´s rules, find the paths that will work and gives long lasting results, be creative.
As we start to follow new models we can see new patterns, and understand what is important to have a successful on page business today.
This is the new black according to Lisa:
- Implement filters – optimise your on page search results and usability
- Introduce rich snippets – stand out from the crowd
- Rel=Author – The new PageRank
- Get blogging – spread the word
Tim Grice, Branded3
Taking us through the management and marketing of an successful Ecommerce business, Tim Grice is sure about what will make you convert, and even more so, what wont. Tim Grice tells us, “If you want to build a real brand or business, you need to stay up to date”. The unnatural way of link development is dead and if you havent felt it yet, you are guranteed to with in the nearest future.
According to Tim, this is the way Google thinks;
- To Buy – Ads, (PPC)
- To Read – Organic (SEO)
And from this it is quite easy to understand that Google wants all content to be 100% authentic and natural, with out any hidden agendas or even links – funny how that works though, as links is what builds the internet.
Key points for an optimised website from Tim Grice
According to Tim Grice, this is your strategy for link development
- Create a buzz – make yourself worth talking about
- Promote your brand/content/creative to the right people
- Be a part of the conversation – get out there
…and spend less time worrying about
- Anchor Text
- Keyword Relevance
- Target Pages
To make it possible for our businesses to move forward and develop, we need accept that the world of the internet is constantly moving. The first step is the hardest, to go from “comfortable and safe” mode, to taking risks. But what we´ll all soon understand is that sooner or later, the internet world as we know it, will no longer exist… and this is why we need to move now. The days of who has the most links wins are gone and today it’s all about quality and being unique. A bunch of mass produced articles can never compete with unique content, that people will actually read – and share. Get your on page content optimised, create engaging infographics and improve the customer usability – your website is after all the heart of your business. It’s time to do what we do best, be creative and find your own niche.