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Introduction to SEO TheMediaFlow Workshop Digital Marketing Summit Southampton

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Slides from the workshop "Introduction to Technical SEO" at the Digital Marketing Summit Southampton. Presented by Dimitris Zotos / http://www.themediaflow.com/

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Introduction to SEO TheMediaFlow Workshop Digital Marketing Summit Southampton

  1. 1. INTRODUCTION TO TECHNICAL SEO Digital Marketing Summit - Southampton Dimitris Zotos theMediaFlow
  2. 2. LET’S MEET
  3. 3. DEFINITION OF SEO
  4. 4. FOOTBALL QUIZ
  5. 5. WHICH TEAM GETS THE HIGHEST/LOWEST AVG MONTHLY SEARCHES? ● PORTSMOUTH FC ● SOUTHAMPTON FC ● AFC BOURNEMOUTH
  6. 6. Portsmouth Relegated ? Bournemouth Promoted ?
  7. 7. NEWS QUIZ
  8. 8. BREXIT VS POKEMON
  9. 9. HARD POKEMON
  10. 10. SEO VS PPC
  11. 11. Whaaat ?
  12. 12. SEARCH & BUSINESS OBJECTIVES
  13. 13. WHEN YOU SEARCH
  14. 14. THE INDEXED PART OF THE WEB
  15. 15. THE INDEXED PART OF THE WEB
  16. 16. HOW SEARCH WORKS
  17. 17. CRAWL INDEX RANK
  18. 18. FETCH. THEN, FOLLOW THE LINKS
  19. 19. CRAWL Crawling is the process by which Googlebot discovers new and updated pages to be added to the Google index.
  20. 20. KEYWORDS ARE ELEMENTS
  21. 21. BUT NOT THE WHOLE STORY
  22. 22. SlazengerNike New Balance
  23. 23. SlazengerNike New Balance Sports Brand?
  24. 24. SlazengerNike New Balance Sports Brand? Are shoes included in the product list?
  25. 25. SlazengerNike New Balance Sports Brand? Are shoes included in the product list? Men’s shoes?
  26. 26. SlazengerNike New Balance Sports Brand? Are shoes included in the product list? Tennis shoes? Men’s shoes?
  27. 27. THE USER EXPERIENCE = KING
  28. 28. ELEMENTS CONSIDER
  29. 29. ARCHITECTURE
  30. 30. example.com/tools/hammers/a-great-hammer
  31. 31. example.com/tools-hammers-a-great-hammer
  32. 32. WILL RESPOND TO: WHAT TYPE/FORMAT OF CONTENT? HOW MANY PAGES? LINK STRUCTURE
  33. 33. ARCHITECTURE
  34. 34. AND
  35. 35. USABILITY SPEED ERROR HANDLING MOBILE RENDERING PURCHASE FUNNEL
  36. 36. FOLLOW LINKS
  37. 37. ORGANISING INFORMATION BY INDEXING
  38. 38. RANK (SERVE)
  39. 39. RANK Is the content relevant?
  40. 40. RANK Is the content relevant?
  41. 41. RANK
  42. 42. RANK 18 Million Results 0.35 seconds
  43. 43. RANK Is the keyword in the title of the document?
  44. 44. RANK Is the keyword in the title of the document?
  45. 45. Every day, millions of useless spam pages are created. Google fights spam through a combination of computer algorithms and manual reviews.
  46. 46. SO IF YOU’RE THINKING OF: LINK BUILDING, KEYWORD STUFFING, DOORWAY PAGES, CLOAKING, HIDDEN CONTENT...
  47. 47. CAN WE MONITOR KEYWORD RANKINGS?
  48. 48. A reference number from the analysis of top one million keywords twice a week per market, taking into consideration rankings (top 100), search volume and the estimated CTR of the given ranking positions.
  49. 49. IS IT ACCURATE?
  50. 50. HANDY TOOLS IN ACTION
  51. 51. LET’S DISCUSS
  52. 52. RESOURCES ● https://support.google.com/webmasters/answer/35769?hl=en ● https://support.google.com/webmasters#topic=3309469 ● https://static.googleusercontent.com/media/www.google.com/en//web masters/docs/search-engine-optimization-starter-guide.pdf ● https://moz.com/beginners-guide-to-seo ● https://webmasters.googleblog.com/ ● http://www.searchmetrics.com/knowledge-base/ranking-factors/ ● https://www.sistrix.com/blog/ ● https://www.semrush.com/blog/ ● https://www.authoritas.com/category/seoin2020/ ● http://www.webseoanalytics.com/blog/
  53. 53. Thank you. @dimitriszotos dimitris.zotos@themediaflow.com

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