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BrightonSEO Takeaways – September 2018


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Missed BrightonSEO or want to catch up and look through all the awesome stuff that you've learned today? We've got exactly what you need - here are the main takeaways of the conference!

Published in: Marketing
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BrightonSEO Takeaways – September 2018

  1. 1. B R I G H T O N S E O T A K E A W A Y S S e p t e m b e r 2 0 1 8
  2. 2. Software Testing for SEO «Doing an SEO Audit is basically doing similar work to that of a QA Engineer» There is a «way to integrate developers and ensure we’re all moving towards working better together» Michael King | iPullRank An automated test can catch SEO «horror stories» #BrightonSEO
  3. 3. Technical SEO Audit Tips for beginners Make sure you have set a crawler to crawl sub-domains Check desktop and mobile speed Helen Pollitt | Reflect digital Don’t use Flash, use HTML 5 instead Check that there are no server codes except 200 Do not block JS or CSS #BrightonSEO
  4. 4. It's A Stitch Up! Sewing Up Consumer Intent With Keywords How do your customers act?  What’s around them? What do they think about during the day? Turn That To Keyword Thinking Use the right keyword modifiers for the customer stage of awareness Aiden Carroll | The coloring in department Be careful to avoid words that your customer may know, but don’t ever actually use #BrightonSEO
  5. 5. What big agencies have learned from SEO No click searches impact on paid search CPCs.  Knowledge boxes cause a direct increase to CPC's Forget about smart speakers for now. Think about searches from mobile devices. Mobile search - 60%, Voice search - 12% Eloi Casali | iProspect Users won't have to visit websites anymore #BrightonSEO
  6. 6. How to Tackle Enterprise Sites: Examples from the BIGGEST Brands Building the bigger picture from smaller parts. Learn more about a site by breaking it into manageable, predictable chunks: product pages, category pages, blog pages etc  Remember to also run annual or semi-annual full crawls and tech SEO audits Rachel Costello | DeepCrawl You don’t need to crawl every URL every time. You only need enough data to validate issues To win in Enterprise SEO you need to  better understand internationalisation, indexing, site speed, internal linking and mobile #BrightonSEO
  7. 7. How to debug things Create an atmosphere in your team so people feel comfortable asking about language Write notes as if you won’t come back to it for 2 months. Future you will appreciate it Dominic Woodman | Distilled Marketing problems are often hard only because there is so much complex language A problem you can’t consistently re-create is a problem you can’t test and solve. Take your problem and break it into chunks that you can individually test If you’re seeing in-consistent problems, they’re best spotted in logs #BrightonSEO
  8. 8. Why Failure Should Be An Option For All Of Us Be yourself. There is more than one ladder. There's more than one path to success Learn fast. Emphasises how important failure is to the learning process Arianne Donoghue | Epiphany Be bold. It's better to take risk than wonder, "what if" Change your mind. It's ok! Take a chance on new opportunities You do not have to be the best at something for it to be worth doing Do the scary thing. Even if you don't succeed the first time, you'll learn so much #BrightonSEO
  9. 9. Why auditing your rel=canonical configuration is a shrewd move Google processes rel=canonical as a 2nd/3rd step – not during crawl Mark Thomas | BOTIFY  Including a rel=canonical link in your webpage is a strong hint to search engines about your preferred version to index among duplicate pages on the web rel=canonical offer: сircumvents duplicate content, avoids diluting Link Authority, avoids content Cannibalisation in SERPs Be consistent: «Consistency is the mother of all good SEO» #BrightonSEO
  10. 10. 20 Free SEO Tools You should be using Setup Google Analytics NOW to collect historical data! Christoph C. Cemper | LinkResearchTools (LRT) Get MORE link data with multiple properties in GSC. Create multiple properties, download the “Samples” from every property, combine the link data Put your tracking scripts and squeeze page scripts and other scripts into GTM NOW. For speed. And to have them in one place There are no free web SEO crawlers #BrightonSEO
  11. 11. How to use your competitors for freeeeee links Download a competitor’s graphic that did well and drag and drop it into google images, see sites which covered it, ask them to feature your material Laura Hogan | Ricemedia Find competitor's 404 inlinks, contact the site and suggest they link to you instead Make the research first and update it. Once you’ve created an up to date version, outreach to those that covered the original Use SEMrush Gap Analysis to find backlinks opportunities #BrightonSEO
  12. 12. How to improve your website's indexation  Ensuring most important pages are being indexed.  Of course - NoIndex less important stuff Sean Butcher | Blue Array  Without indexing, your web pages have no way of ranking.  Being indexed does not mean it will rank Make use of Fetch & Render.  Test rendering if using Javascript Provide aligned, clear & consistent signals to Google.  Exclude (refine) less important content via canonicals & NoIndex #BrightonSEO
  13. 13. What I learned crawling 10 billion URLs and analyzing 5 trillion log lines How to know if you are being migrated to the Mobile First Index? Simply look at Web vs Mobile bots hits from Googlebots Francois Goube | OnCrawl Internet Traffic is made of bots. Crawl budget looks like a Zero-sum game Your Paid Campaigns might hurt your crawl budget Pages with Structured Data get Rich Snippet And Way better CTR! The errors & redirects encountered by Googlebots directly impacts your Crawl Budget and how Google sees your website #BrightonSEO When migrating your website cloak your pages for Googlebots with a 503. Googlebot will come back later and won’t index your pages
  14. 14. A Study in Speech Voice Assistant Investigation Voice loves sites that load quickly, the TTFB of voice results is 0.54s vs a webpage average of 2.1s Stuart Shaw | Zazzle Media We’re moving back towards natural search, with intent matching being seen more frequently Optimising for voice often results in snippets which drive organic traffic increses Answering ‘in a nutshell’ is actually a really good way to think about it. You should be succinct, ideally 40-55 words #BrightonSEO Understanding what works best and where, is key to ranking #0 - Google likely has a preference, find it
  15. 15. How to Recruit and train a Killer PR and Outreach Team  300+ interviews, 38 outreachers hired, 1 candidate with outreach experience Elli Bishop | Clearlink Outreach is so much more than link-building. It is your brand’s digital footprint 8 non-negotiable traits & skill: resilient, confident, persistent, competitive, persuasive writer, top-notch researcher, creative problem-solver strong, relationship-builder Your job is to promote the results of a new study and get at least 15 journalists to cover it. Nobody responds to your initial 100 emails.  What’s your next step? #BrightonSEO Give the candidate a laptop and ask them to find the contact info for a specific journalist or editor
  16. 16. Scaling large e-commerce catalogues for PPC  Don’t bite the hand that feeds you - OPTIMISE your product FEED Jack Cooper
 | Andertons Music Co. DO NOT STAND STILL the PPC is never won, nor a one time fix Target products where you ARE competitive on PRICE. Bid more for products with POSITIVE reviews Advertise NEW PRODUCTS more aggressively - They sell better #BrightonSEO Try new BID STRATEGIES. Test, test, test...
  17. 17. PWA + AMP: The Future of E-Commerce? Out of ~1000 online stores (picked globally, by traffic) only 11% has AMP pages Max Prin | MERKLE Over 60% of the clicks to AMP in Google search go to non-news sites Progressive Web AMPs: Bots only crawl/index the AMP version of your pages No waste of resources crawling multiple URLs for the same content Clear signaling (i.e. don’t worry about your canonical tags) Pages are fast and preloaded in the SERP (AMP viewer) Pages are mobile- friendly #BrightonSEO
  18. 18. The Future of Visual Search Barely used old best practices #1 Descriptive Image File Name #2 Alt Tags #3 Image Caption #4 Image Description #5 Images XML Sitemap #6 Contextual information surrounding the image #7 Structured Data Gianluca Fiorelli | Image Recognition is key in Bing Visual Search #BrightonSEO Think of Pinterest as a Visual translation of your website, where Boards are Topical Hubs
  19. 19. We Made our Website a Progressive Web App and Why You Should Too Benefits of PWA: Loads all cached content instantly Site is accessible in areas with low or no connectivity Access like a native App Miracle Inameti-Archibong | Erudite Push notifications shows 2,7x higher open rate and CTR than emails #BrightonSEO Web Apps are optimised to help users accomplish tasks quickly AMP: start fast, PWA: stays fast