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Kevin Gibbons

CEO, Co-founder

Kevin Gibbons is founder and CEO of Re:signal – a strategy-driven SEO and content marketing agency in London. 

Winner of 15x UK/EU Search Awards, he was named search personality of the year at the UK Search Awards (2018) and listed in BIMA’s top 100 people shaping the digital industry (CEO and leaders category) in 2019. 

He has helped to grow Re:signal into a fast growth digital marketing agency, as recognised by Deloitte Fast 50 UK & EMEA (2017) and the FT 1000 fastest growing companies in Europe (2018). Working with clients including Expedia, Auto Trader, Pottery Barn and Deloitte. 

Kevin has spoken at over 100 events internationally over the last 10 years, including; Search Marketing Expo (SMX), Pubcon, ClickZ / SES, BrightonSEO, SAScon, State of Search, Reykjavik Internet Marketing Conference (RIMC), Content Marketing Association (CMA), Performance Marketing Insights, SEMCamp and many more… 

Columnist writer at Econsultancy, Search Engine Watch, The Drum, Fast Company and Search Engine Land. Judge at US / MENA Search Awards, The Drum Content Awards and DADI Awards. 

Kevin’s presentations can be found on Slideshare.

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Kevin Gibbons

How to make content marketing the centre of your earned, owned and paid strategy

Despite content frequently being looked at as the answer, that doesn’t mean that it’s always the first solution for your business.

I’m often asked the question “why great content matters”, and that can be very difficult to answer, mainly because despite running a large number of content campaigns for clients, it’s never a question we would start with first.

Content Strategy

Going back a step, it has to be about strategy. You really need to think about your business goals and marketing objectives.

This could be anything from:

  • Raising brand awareness
  • Improving your SEO and online authority
  • Building your social audience
  • Increasing direct sales or leads
  • etc…
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Kevin Gibbons

13 steps to defensible link building in a post-penguin world

Are Panda and Penguin Related?

Looking back at Google’s algorithm updates over the last 12 months, I think we’re seeing a very similar trend:

  1. Panda = penalising websites with thin or weak content
  2. Penguin = penalising sites which have links from thin or weak content

When you think about Penguin and Panda updates in this way — in combination with the huge range of brand and social signals that Google are getting much better at reading and bringing into their algorithm — it becomes clear that human engagement and activity is starting to have a much greater impact on search results.

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In my opinion, this type of advertising is genius. Firstly, it’s getting people to find out for themselves about the product from existing customers using third-party endorsements for honest reviews and showing that they are putting their money where their mouth is.

And secondly, Sonos are sending Google one the best messages you can: people are “talking” about their brand. We all know Google loves brands and they’re getting much better at reading the signs. So whether it’s branded anchor text or brand queries, Google knows there’s a popular brand behind this traffic increase, and maybe that brand deserves a bit more attention in the search engine result pages (SERPs) as a result.

That to me is the biggest shift — it’s now much more about building high quality links as a by-product of great content. Look at page authority in many ways, more than you would domain. If you have an active audience there, it’s relevant to readers or users;

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Kevin Gibbons

95 content marketing takeaways from BlueGlassX

I spent last week in Tampa at the BlueGlassX conference. Upon returning from BlueGlass LA earlier this year, I said it was the best conference I’d ever been to, so I knew what to expect this time. BlueGlass LA was not only a great learning experience, but also was a pivotal point for me in deciding to join BlueGlass.

It  was great to see things from the other side by presenting at the event, and now being a part of BlueGlass. I really appreciate all of the hard work and planning that goes on behind the scenes.

I learned a lot during the event. There were some truly great actionable takeaways. Although there are already great recapposts, I wanted to share some of the most useful tips and soundbites I found tweetable during the event. Here are my 95 takeaway tips from BlueGlassX in the form of tweets:

Strategy

  • There’s no longer a debate whether or not content works. Google has made it the only way to go. @GregBoser
  • Chase quality not money. Quality, method, and patience pay off. @GregBoser
  • I ask potential clients more questions than they ask me – it’s an equal interview @GregBoser
  • @lauralippay: I love hearing @GregBoser talk about agency structure and processes and especially *thinking ahead.*
  • Radio ads that tell people to ‘google you’ are genius. Not only do you show up #1, but you give Google signals that matter. @GregBoser
  • Brand queries associate your business with your industry/keywords with Google. @GregBoser
  • 85% of @copyblogger‘s sales process is done through content marketing. It’s the invisible sales process.
  • Main problem with SEO industry is people just look two weeks ahead! 
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Kevin Gibbons

How to run a content audit to improve your SEO performance

When people start content marketing initiatives, they often have lots of new, exciting ideas and brainstorms about how they can generate lots of social attention, influence the influencers, and attract high-quality links.

However, it can be very easy to get carried away with all of these new ideas and concepts and forget that the best content for your brand, might already exist….

Content Auditing

The first step for us, in any content marketing project, is to perform a content audit.

This allows us to:

  • understand what content your users like to see (traffic, links, interaction, social metrics etc.).
  • analyse which content can be a) repurposed, b) better promoted or c) removed.
  • find opportunities for new content ideas.
  • make improvements to lift the overall content performance ratio of your site.

I remember finding Greg Boser’s post on SERP profiling extremely valuable last year, so I’m going to take you through the process we would use for content auditing. This uses Quaturo as an example. We have a very new site, which helps to keep things simple for now, and hopefully it’s a useful way to show how we would approach content auditing.

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