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Why engaging your audience matters most in 2015
JJ Grice, Search Strategist@JJ_Grice
SEO used to look a lot
Like this
@stekenwright
SEO Task List
Find relevant keywords
Add keywords to content
Build links (From anywhere)
Anchor text
Until, Panda…
Followed by Penguin…
Problem:
This was never with the user in mind
SearchMetrics Ranking Factors Study
User engagement signals topped the list
“…Google's goal is to provide users with the most relevant results and a great user experience.”
Growth through
£Traffic You have to
Engage
YOUR SITE
Engage
A note on Panda
Low quality content
Unclear or no call to actions
Poor navigation
Does your content serve the user
…they leave
How are Google measuring
Engagement?
Problem #1:
Not every site is on Google Analytics
Problem #2:
Can be mis-installed & manipulated
Solution…
#1 Click-through-rates
#2 “Dwell time”
“Relevant results drive more clicks.”
Dr. Pete Meyers, Moz
Remember these?
And not to mention rich snippets…
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.” – Duane Forrester, Bing
High bounce rates ≠ low “dwell time”
…Return to Search
End the search…
Or…
Engage?
Content Strategy
Your content has 3.8 seconds to establish…
Relevance• Are you right for me?• Have you answered my
question?
Trust• Do you look credible?• Can I trust you with my
money?
Content
Content
Content
+2,800%TRAFFIC
INCREASE
Be
Useful
“…Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal… Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.” - Google
Think
User Engagement
For now…
But…
Site Speed
And they mean it
Remember…
How long do you have to engage a user?
3.8 secondsJacob Nielson – useit.com
Fast site = More likely to engage
What about
Links?
SearchMetrics Ranking Factors Study
Your website has to be Popular
Useful
Entertaining
News Worthy
Insightful Provoke Engagement
Audience Led
Creative
in referrals
YOY organic traffic
conversions
Perspective
