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THE FUTURE OF SEO: SEO WITHOUT TRAFFIC
I THINK BRAND IS A RANKING FACTOR.
WE KNOW THAT THE GOOGLE ALGORITHM USES MACHINE LEARNING…
UNDERSTANDING SYNONYMS ALSO MEANS GOOGLE UNDERSTANDS RELATED SEARCHES.
MACHINE LEARNING HAS HELPED BUILD AN UNDERSTANDING AROUND SYNONYMS.
SO WHAT IF BRAND IS JUST A TYPE OF KEYWORD?
THESE BRAND NAMES ARE INTERCHANGEABLE FOR ANY OF THEIR PRODUCTS.
IF GOOGLE UNDERSTANDS SYNONYMS, THEN IT CAN UNDERSTAND ‘SYNONYM BRANDS’.
I THINK THE WAY YOUR BRAND IS SEARCHED FOR / SPOKEN ABOUT / LINKED TO IS A RANKING FACTOR.
SO WE NEED TO FOCUS ON… BEING FRONT OF MIND. BEING USEFUL. BEING BETTER THAN COMPETITORS. BEING A BRAND.
THINK BIG MARKETING CAMPAIGNS, OFFLINE AND ONLINE, PRIME TIME TV, ADVERTISING IN THE BIGGEST PUBLICATIONS AND BEING SEEN E...
THAT’S NOT REALLY PRACTICAL ADVICE.
REALLY, ALL WE KNOW IS SEO IN A FEW YEARS TIME WILL BE DIFFERENT.
SEO IS IN ITS INFANCY.
GOOGLE AS A SEARCH ENGINE IS ONLY 19 YEARS OLD.
IT WASN’T UNTIL AMAZON WAS 19 THAT IT STARTED OFFERING STREAMING SERVICES.
WHAT DID APPLE LOOK LIKE AT 19?
AND THIS WAS THEIR WEBSITE.
SO HOW IS GOOGLE CHANGING?
SO WE NEED TO FOCUS ON… WHAT MAKES UP THE ALGORITHM. HOW WE WORK AS SEO’S. HOW RESULTS DISPLAY IN THE SERPS. THE FORMATS A...
OUR STANDARD METHODS DON’T WORK.
STANDARD SEO TOOLS STRUGGLE TO PREDICT MORE THAN 15% OF RANKING POSITIONS.
34% OF SEARCHES RESULT IN NO CLICK FROM THE SERP.
HIGH TRAFFIC IS THE RESULT OF BEING THE TOP PAGE.
UNLESS THERE’S A CLEAR ANSWER. Keyword Search Vol Total Traffic Page pustule 14,000 1,350 webmd.com intemperate 6,000 289 ...
HIGH RANKINGS DO NOT EQUAL HIGH TRAFFIC.
WHAT WE ARE GOING TO COVER. THINK HIGHER UP THE FUNNEL SIMPLIFY YOUR CONTENT MARK UP ALL THE THINGS DESERVE TO RANK BE USE...
THINK HIGHER UP THE FUNNEL.
THERE IS NO SUCH THING AS A TRULY ACCURATE SEARCH VOLUME.
FOR EXAMPLE. Keyword Search Vol Cheap windows laptop 2,900 Cheapest windows laptops 2,900 cheap windows lapptop 2,900 wind...
UNDERSTAND THE CONSUMER’S JOURNEY AND THE MOMENT THEY’RE IN INSTEAD.
LOOK AT THE MOMENT. WHAT ARE YOUR CUSTOMERS DOING? WHAT TYPE OF INFORMATION DO THEY NEED?
SIMPLIFY YOUR CONTENT.
START BY THINKING ABOUT FORMAT.
WHAT WE ARE GOING TO COVER. EXPANDED EXAMPLES. COMMENT. POINT. STRUCTURE YOUR CONTENT.
POINT EXPANDED EXAMPLES COMMENT
TABLES. Be clear Keep number of columns limited (no more than 5) Define what’s in the table
LISTS. Use numbers or bullets No double spacing Keep points short
USE STRUCTURED DATA.
A STANDARDIZED FORMAT OF PROVIDING INFORMATION ABOUT A PAGE AND CLASSIFYING PAGE CONTENT.
IMAGES AND PRICES.
CLARITY IN ARTICLES.
WHAT ABOUT WHEN THERE’S ZERO SEARCH RESULTS?
EITHER WE HELP GOOGLE TO UNDERSTAND, OR WE ACCEPT THAT WE WON’T WIN CERTAIN TYPES OF RESULTS.
DESERVE TO RANK.
IF YOU DO THE SAME PRODUCT, FOR THE SAME PRICE, WHY DO CONSUMERS CHOOSE YOU?
GOOGLE NEEDS EVIDENCE YOU’RE THE PREFERRED BRAND.
WHAT WE ARE GOING TO COVER. THINK ABOUT YOUR BRAND. TALK ABOUT YOUR BRAND. SEARCH FOR YOUR BRAND. CLICK ON YOUR BRAND. PEO...
FOCUS ON USERS.
THE PERFECT SEARCH ENGINE WOULD REALLY UNDERSTAND WHATEVER YOUR NEED IS. IT WOULD UNDERSTAND EVERYTHING IN THE WORLD DEEPL...
THE PERFECT SEARCH ENGINE WOULD REALLY UNDERSTAND WHATEVER YOUR NEED IS. IT WOULD UNDERSTAND EVERYTHING IN THE WORLD DEEPL...
WHO IS ‘YOU’?
GOOGLE IS CHANGING FOR CONSUMERS, NOT WEBSITES.
MEASURE SUCCESS.
WHAT WE ARE GOING TO COVER. BRAND AND PRODUCT SEARCH VOLUME. AVERAGE POSITION VS. CTR. SCHEMA/ MARK-UP CHANGES. MEASURE WI...
[BRAND] + [PRODUCT] SEARCH.
AVERAGE POSITION VS. CTR.
TRACK STRUCTURED DATA.
FINAL THOUGHTS.
KEYWORDS DO NOT EQUAL RANKINGS. RANKINGS DO NOT EQUAL TRAFFIC. TRAFFIC DOES NOT EQUAL CONVERSIONS.
WHY?
CONVERSATIONAL SEARCH, ALGORITHM CHANGES, TIME IN SERP, KNOWLEDGE GRAPH, VOICE SEARCH, EBAY, AMAZON, DELIVERY EXPECTATIONS...
WHAT WE ARE GOING TO COVER. THINK HIGHER UP THE FUNNEL. SIMPLIFY YOUR CONTENT. MARK UP ALL THE THINGS. DESERVE TO RANK. BE...
THANK YOU FOR LISTENING. HANNAH.THORPE@FOUND.CO.UK @HANNAHJTHORPE
Brighton seo seo-without-traffic
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Brighton seo seo-without-traffic

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With an ever-changing digital landscape, there’s been a clear shift in how SEO is best implemented. Google’s shifting algorithm, the introduction of machine learning and focus on brand search mean that standard SEO practices need to adapt to the change.

It’s not simply a case of thinking outside the box, you need to steer clear of the more obvious SEO tactics and instead become more user-centric. In this talk, Hannah covers the most important aspects of SEO you need to consider when trying to convert high rankings into high traffic.

Published in: Marketing
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Brighton seo seo-without-traffic

  1. 1. THE FUTURE OF SEO: SEO WITHOUT TRAFFIC
  2. 2. I THINK BRAND IS A RANKING FACTOR.
  3. 3. WE KNOW THAT THE GOOGLE ALGORITHM USES MACHINE LEARNING…
  4. 4. UNDERSTANDING SYNONYMS ALSO MEANS GOOGLE UNDERSTANDS RELATED SEARCHES.
  5. 5. MACHINE LEARNING HAS HELPED BUILD AN UNDERSTANDING AROUND SYNONYMS.
  6. 6. SO WHAT IF BRAND IS JUST A TYPE OF KEYWORD?
  7. 7. THESE BRAND NAMES ARE INTERCHANGEABLE FOR ANY OF THEIR PRODUCTS.
  8. 8. IF GOOGLE UNDERSTANDS SYNONYMS, THEN IT CAN UNDERSTAND ‘SYNONYM BRANDS’.
  9. 9. I THINK THE WAY YOUR BRAND IS SEARCHED FOR / SPOKEN ABOUT / LINKED TO IS A RANKING FACTOR.
  10. 10. SO WE NEED TO FOCUS ON… BEING FRONT OF MIND. BEING USEFUL. BEING BETTER THAN COMPETITORS. BEING A BRAND.
  11. 11. THINK BIG MARKETING CAMPAIGNS, OFFLINE AND ONLINE, PRIME TIME TV, ADVERTISING IN THE BIGGEST PUBLICATIONS AND BEING SEEN EVERYWHERE. SPEND ALL OF THE MONEY.
  12. 12. THAT’S NOT REALLY PRACTICAL ADVICE.
  13. 13. REALLY, ALL WE KNOW IS SEO IN A FEW YEARS TIME WILL BE DIFFERENT.
  14. 14. SEO IS IN ITS INFANCY.
  15. 15. GOOGLE AS A SEARCH ENGINE IS ONLY 19 YEARS OLD.
  16. 16. IT WASN’T UNTIL AMAZON WAS 19 THAT IT STARTED OFFERING STREAMING SERVICES.
  17. 17. WHAT DID APPLE LOOK LIKE AT 19?
  18. 18. AND THIS WAS THEIR WEBSITE.
  19. 19. SO HOW IS GOOGLE CHANGING?
  20. 20. SO WE NEED TO FOCUS ON… WHAT MAKES UP THE ALGORITHM. HOW WE WORK AS SEO’S. HOW RESULTS DISPLAY IN THE SERPS. THE FORMATS AVAILABLE. Changes In..
  21. 21. OUR STANDARD METHODS DON’T WORK.
  22. 22. STANDARD SEO TOOLS STRUGGLE TO PREDICT MORE THAN 15% OF RANKING POSITIONS.
  23. 23. 34% OF SEARCHES RESULT IN NO CLICK FROM THE SERP.
  24. 24. HIGH TRAFFIC IS THE RESULT OF BEING THE TOP PAGE.
  25. 25. UNLESS THERE’S A CLEAR ANSWER. Keyword Search Vol Total Traffic Page pustule 14,000 1,350 webmd.com intemperate 6,000 289 dictionary.com equiangular 3,600 92 wikipedia.org december in spanish 3,500 135 spanishdict.com
  26. 26. HIGH RANKINGS DO NOT EQUAL HIGH TRAFFIC.
  27. 27. WHAT WE ARE GOING TO COVER. THINK HIGHER UP THE FUNNEL SIMPLIFY YOUR CONTENT MARK UP ALL THE THINGS DESERVE TO RANK BE USER-CENTRIC FOR REAL REPEAT. REPEAT. REPEAT.
  28. 28. THINK HIGHER UP THE FUNNEL.
  29. 29. THERE IS NO SUCH THING AS A TRULY ACCURATE SEARCH VOLUME.
  30. 30. FOR EXAMPLE. Keyword Search Vol Cheap windows laptop 2,900 Cheapest windows laptops 2,900 cheap windows lapptop 2,900 windows laptop cheap 2,900
  31. 31. UNDERSTAND THE CONSUMER’S JOURNEY AND THE MOMENT THEY’RE IN INSTEAD.
  32. 32. LOOK AT THE MOMENT. WHAT ARE YOUR CUSTOMERS DOING? WHAT TYPE OF INFORMATION DO THEY NEED?
  33. 33. SIMPLIFY YOUR CONTENT.
  34. 34. START BY THINKING ABOUT FORMAT.
  35. 35. WHAT WE ARE GOING TO COVER. EXPANDED EXAMPLES. COMMENT. POINT. STRUCTURE YOUR CONTENT.
  36. 36. POINT EXPANDED EXAMPLES COMMENT
  37. 37. TABLES. Be clear Keep number of columns limited (no more than 5) Define what’s in the table
  38. 38. LISTS. Use numbers or bullets No double spacing Keep points short
  39. 39. USE STRUCTURED DATA.
  40. 40. A STANDARDIZED FORMAT OF PROVIDING INFORMATION ABOUT A PAGE AND CLASSIFYING PAGE CONTENT.
  41. 41. IMAGES AND PRICES.
  42. 42. CLARITY IN ARTICLES.
  43. 43. WHAT ABOUT WHEN THERE’S ZERO SEARCH RESULTS?
  44. 44. EITHER WE HELP GOOGLE TO UNDERSTAND, OR WE ACCEPT THAT WE WON’T WIN CERTAIN TYPES OF RESULTS.
  45. 45. DESERVE TO RANK.
  46. 46. IF YOU DO THE SAME PRODUCT, FOR THE SAME PRICE, WHY DO CONSUMERS CHOOSE YOU?
  47. 47. GOOGLE NEEDS EVIDENCE YOU’RE THE PREFERRED BRAND.
  48. 48. WHAT WE ARE GOING TO COVER. THINK ABOUT YOUR BRAND. TALK ABOUT YOUR BRAND. SEARCH FOR YOUR BRAND. CLICK ON YOUR BRAND. PEOPLE NEED TO…
  49. 49. FOCUS ON USERS.
  50. 50. THE PERFECT SEARCH ENGINE WOULD REALLY UNDERSTAND WHATEVER YOUR NEED IS. IT WOULD UNDERSTAND EVERYTHING IN THE WORLD DEEPLY, GIVE YOU BACK KIND OF EXACTLY WHAT YOU NEED.
  51. 51. THE PERFECT SEARCH ENGINE WOULD REALLY UNDERSTAND WHATEVER YOUR NEED IS. IT WOULD UNDERSTAND EVERYTHING IN THE WORLD DEEPLY, GIVE YOU BACK KIND OF EXACTLY WHAT YOU NEED.
  52. 52. WHO IS ‘YOU’?
  53. 53. GOOGLE IS CHANGING FOR CONSUMERS, NOT WEBSITES.
  54. 54. MEASURE SUCCESS.
  55. 55. WHAT WE ARE GOING TO COVER. BRAND AND PRODUCT SEARCH VOLUME. AVERAGE POSITION VS. CTR. SCHEMA/ MARK-UP CHANGES. MEASURE WITH…
  56. 56. [BRAND] + [PRODUCT] SEARCH.
  57. 57. AVERAGE POSITION VS. CTR.
  58. 58. TRACK STRUCTURED DATA.
  59. 59. FINAL THOUGHTS.
  60. 60. KEYWORDS DO NOT EQUAL RANKINGS. RANKINGS DO NOT EQUAL TRAFFIC. TRAFFIC DOES NOT EQUAL CONVERSIONS.
  61. 61. WHY?
  62. 62. CONVERSATIONAL SEARCH, ALGORITHM CHANGES, TIME IN SERP, KNOWLEDGE GRAPH, VOICE SEARCH, EBAY, AMAZON, DELIVERY EXPECTATIONS, PRICE COMPARISON.
  63. 63. WHAT WE ARE GOING TO COVER. THINK HIGHER UP THE FUNNEL. SIMPLIFY YOUR CONTENT. MARK UP ALL THE THINGS. DESERVE TO RANK. BE USER-CENTRIC FOR REAL. REPEAT. REPEAT. REPEAT. WHAT YOU NEED TO DO.
  64. 64. THANK YOU FOR LISTENING. HANNAH.THORPE@FOUND.CO.UK @HANNAHJTHORPE

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