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SEO in 2013

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On 31st January, Receptional's Head of SEO Nick Andrews presented to the company some training on key considerations for SEO in 2013.

On 31st January, Receptional's Head of SEO Nick Andrews presented to the company some training on key considerations for SEO in 2013.

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Transcript

  • 1. SEO in 2013 Nick Andrews Head of SEO 31st January 2013
  • 2. SEO Overview• Nothing has changed. SEO still follows 3 basic functions: – Spidering – Indexing – RetrievalSEO in 2013
  • 3. Evolution of SEO• Out with the old… – On-page • Keyword stuffing • Static content • Keyword focused domains – Off-page • Random website links (despite high PageRank) • Directories • InfographicsSEO in 2013
  • 4. Evolution of SEO• In with the new… Mobile Local Social PERSONALISED, SOCIAL SEARCHSEO in 2013
  • 5. What’s new?• Fresh content – Google doesn’t want static websites – Websites should evolve• Importance of social signalsSEO in 2013
  • 6. What’s new?SEO in 2013
  • 7. What’s new?• Authorship / Google+SEO in 2013
  • 8. What’s new?• Structured data – Schema.org – used by Bing, Google, Yahoo! “On-page markup enables search engines to understand the information on web pages and provide richer search results in order to make it easier for users to find relevant information on the web. Markup can also enable new tools and applications that make use of the structure.“ – Reviews, addresses, products:SEO in 2013
  • 9. What’s new?• Knowledge Graph • Google trying to ‘add value’ to search results • Data pulled from Wikipedia, Freebase, F actbook • Controversial – prevents site visits?SEO in 2013
  • 10. Is SEO safe? PANDA PENGUIN EMDSEO in 2013
  • 11. SEO - Technical• Source code ordering• HTML 5 / CSS 3 – Responsive design• Mobile – various options• Semantic mark-up• Pagination• Canonicalisation• Duplicate contentSEO in 2013
  • 12. SEO - Content• Become the authority source of information – Author / Google+ / Circles• Synonyms, related words, co-occurrence• Write for people first, search engines second• Rich content HIGH QUALITY + ADDED VALUE = TRUSTSEO in 2013
  • 13. Link Building• Extremely difficult – Google cracking down on old tactics e.g.: • Template footer links • Infographics • Directories • Paid links • Competitions / reviews i.e. link in exchange for review• No longer just about ranking positions – Personalised search makes it near impossible – Google’s (not provided) data makes reporting unreliableSEO in 2013
  • 14. Link Building - Future• Natural / Organic• Sustainable• Not just about rankings - also referrals – A nofollow link may present 10x more value than a follow link if on the right website – Consider ROI!• Links shouldn’t be created just for the link, they should add value to 3rd party websites• Anchor text - still has value? Consider the context of a link• Guest blogging• Events• Backlinks: 33% keyword, 33% domain/brand, 33% click here• Creative link building strategies are requiredSEO in 2013
  • 15. Synergy is key to success Off-page links On-page Social content / signals & Technical promotion SEO SuccessSEO in 2013
  • 16. Metrics have evolved• Not just about traffic volumes• Conversion is key Engaging Trust Content Signals Site Split Usability Increase Testing Conversion RateSEO in 2013
  • 17. Build the brand• Brand searches show 7 search results, not 10• A strong brand will rank for keywords if Google considers it to be an authority – Even without significant backlinks – Trust – QualitySEO in 2013
  • 18. SEO Summary• Key points: – Synergy between fresh content, technical wizardry, high quality backlinks and reinforced/promoted via social media is key to success – Become an authority – Build trust – Focus on quality – ADD VALUE!SEO in 2013
  • 19. Questions?SEO in 2013
  • 20. Thanks for your time! Nick Andrews Head of SEO @nickjandrewsSEO in 2013