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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

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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