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Changing World of Seo & 7 Tips to Stay Ahead

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Changing World of Seo & 7 Tips to Stay Ahead

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Changing World of Seo & 7 Tips to Stay Ahead

  1. 1. @danielbianchini DANIEL BIANCHINI Director of Services @danielbianchini daniel@white.net
  2. 2. THE CHANGING WORLD OF SEO & 7 TIPS TO STAY AHEAD @danielbianchini
  3. 3. SEO IS DEAD @danielbianchini
  4. 4. THERE ARE MANY ARTICLES STATING THAT SEO IS DEAD @danielbianchini
  5. 5. SEO ISN’T DEAD IT’S EVOLVING @danielbianchini
  6. 6. IT USED TO BE: TECHNICAL CONTENT LINKS @danielbianchini
  7. 7. IT’S NOW A MIX OF: TECHNICAL CONTENT LINKS BRANDING SIGNALS AUTHORITY UX PLUS @danielbianchini
  8. 8. THE INFLUENCE OF RANKING FACTORS Moz asked over 150 experts to rate the influence exerted by broad areas of ranking factors on Google’s core search algorithm. Each area was rated on a scale of 1 (not influential) to 10 (highly influential). @danielbianchini Source: https://moz.com/search-ranking-factors
  9. 9. SEARCH ENGINES CONTINUE TO EVOLVE DAILY GOOGLE MAKES 500+ ALGORITHM TWEAKS A YEAR @danielbianchini
  10. 10. GOOGLE SEARCH TIMELINE @danielbianchini Source: https://d2v4zi8pl64nxt.cloudfront.net/hummingbird-unleashed-21957/5265a5563a22d1.67726566.png
  11. 11. SEARCH ENGINE MARKET SHARE 0% 20% 40% 60% 80% 100% 88.9% 6.45% 3.56% 0.32% 0.19% @danielbianchini Source: http://www.statista.com/statistics/280269/market-share-held-by-search-engines-in-the-united-kingdom/
  12. 12. MAJOR ALGORITHM UPDATES 2000 @danielbianchini 20022001 2003 20052004 2006 20082007 2009 20112010 2012 20142013 0 5 10 15 20 25 30 35 1 0 1 7 3 9 2 2 2 4 8 21 33 17 15
  13. 13. PANDA @danielbianchini First hit: Feb 2011 The Panda algorithm update affected up to 12% of search results. Panda cracked down on websites with thin content, content farms and high ad-to-content ratio.
  14. 14. .co.uk WEBSITE TRAFFIC @danielbianchini
  15. 15. PANDA ALGORITHM TIMELINE @danielbianchini 23 FEB 1.0 30 MAY 2.1 23 JUL 2.3 28 SEP 2.5 18 NOV 3.1 27 FEB 3.3 19 APR 3.5 8 JUN 3.7 24 JUL 3.9 18 SEP 3.9.2 5 NOV 21 DEC 14 MAR 18 JUL PANDA RECOVERY 23 SEP 4.1 2011 2012 2013 2014 11 APR 2.0 21 JUN 2.2 12 AUG 2.4 5 OCT ‘FLUX’ 18 JAN 3.2 23 MAR 3.4 27 APR 3.6 25 JUN 3.8 20 AUG 3.9.1 27 SEP 21 NOV 22 JAN 11 JUN PANDA DANCE 20 MAY 4.0 Source: http://i0.wp.com/studio5innovation.com/wp-content/uploads/2014/11/Latest-Google-Algorithm-Upate-Timeline-Oct2014.jpg
  16. 16. @danielbianchini PENGUINFirst hit: April 2012 Penguin adjusted a number of spam factors, including keyword stuffing, and impacted an estimated 3.1% of English queries.
  17. 17. PENGUIN ALGORITHM TIMELINE @danielbianchini 24 APR 1.0 25 MAY 1.1 05 OCT 2012 2013 2014 22 MAY 2.0 04 OCT 2.1 17 OCT 3.0 Source: http://i0.wp.com/studio5innovation.com/wp-content/uploads/2014/11/Latest-Google-Algorithm-Upate-Timeline-Oct2014.jpg
  18. 18. @danielbianchini HUMMINGBIRD Google’s new search platform that focuses on the meaning behind the words.
  19. 19. @danielbianchini
  20. 20. @danielbianchini PIGEON Focused on more useful, relevant and accurate local search results.
  21. 21. @danielbianchini MOBILE
  22. 22. THERE ARE 2 BILLIONGLOBAL SMARTPHONE USERS @danielbianchini Source: http://www.bloomberg.com/news/articles/2012-10-17/smartphones-in-use-surpass-1-billion-will-double-by-2015
  23. 23. AVERAGE USERS INTERACT WITH A SMARTPHONE 221 TIMES A DAY(VERSUS 140 DESKTOP INTERACTIONS) @danielbianchini Source: http://www.tecmark.co.uk/smartphone-usage-data-uk-2014/
  24. 24. MOBILE SEARCH UPDATES @danielbianchini Source: http://moovweb.com/cnt/uploads/2015/03/Timeline-Graphic_updated.png
  25. 25. @danielbianchini #MOBILEGEDDON 21st April 2015
  26. 26. 20/04/1519/04/1518/04/15 MOBILEGEDDON: WHAT WAS THE IMPACT? @danielbianchini 21/04/15 22/04/15 24/04/1523/04/15 25/04/20 27/04/1526/04/15 50% 55% 60% 65% 70% 75% % OF MOBILE-FRIENDLY RESULTS Source: https://moz.com/blog/day-after-mobilegeddon
  27. 27. @danielbianchini OUR ADVICE FOR WEBMASTERS IS TO FOCUS ON CREATING HIGH QUALITY SITES THAT CREATE A GOOD USER EXPERIENCE AND EMPLOY WHITE HAT SEO METHODS INSTEAD OF ENGAGING IN AGGRESSIVE WEBSPAM TACTICS… 2012
  28. 28. @danielbianchini 7 TIPS TO STAY AHEAD
  29. 29. @danielbianchini TIP #1 Think like a brand
  30. 30. OWN YOUR BRAND @danielbianchini Register social media accounts Look after local search if you have a physical store Encourage online reviews Share achievements through marketing channels Dominate page one of the search results
  31. 31. OWN YOUR BRAND @danielbianchini BE MORE AGILE HAVE THE ABILITY TO DISRUPT THE MARKET POTENTIALLY BE A LITTLE BIT CONTROVERSIAL LOOK AT THE MARKET FROM A DIFFERENT ANGLE If you are a smaller brand you can:
  32. 32. UNDERSTAND YOUR AUDIENCE @danielbianchini TIP #1 TIP #2 Think like a brand Understand your audience
  33. 33. KEYWORD RESEARCH & SURVEYS @danielbianchini SEMRUSH www.semrush.com GOOGLE TRENDS www.google.com/trends KEYWORD TOOL www.keywordtool.io TERM EXPLORER www.serpiq.com ADWORDS KEYWORD PLANNER adwords.google.com/keywordplanner
  34. 34. @danielbianchini PERSONAS & SOCIAL MEDIA TRENDS Source: https://yougov.co.uk/profileslite#/
  35. 35. CREATE CONTENTFOR EACH STAGE OF THE BUYING CYCLE @danielbianchini TIP #1 TIP #2 TIP #3 Think like a brand Understand your audience Create content for each stage of the buying cycle
  36. 36. WHAT SEARCHES DO YOUR AUDIENCE MAKE? @danielbianchini AWARENESS UTILISE ALL THE USER JOURNEY STAGES INFORMATIONAL ABOUT COMPANY SUPPLEMENTARY CONSIDERATION INFORMATIONAL INVESTIGATION SUPPLEMENTARY PRODUCT INTENT TRANSACTIONAL INVESTIGATION PRODUCT INTERACTION PURCHASE TRANSACTIONAL NAVIGATIONAL PRODUCT ABOUT COMPANY INFORMATIONAL ABOUT COMPANY SUPPLEMENTARY INVESTIGATION PRODUCT TRANSACTIONAL INTERACTION NAVIGATIONAL Researching non-transactional level of information The core proposition for most websites Trust content, often unloved Uncovering a potential supplier Education / inspiration / guides Any potential login area Customer services / reviews etc. Starting to understand & discovering options for future transactions Visiting a pre-determined destination. Sourcing URL.
  37. 37. CREATE USER-LED CONTENT, BASED ON COMMON SEARCH QUERY TOPICS: WRITE FOR USERS NOT FOR KEYWORDS @danielbianchini
  38. 38. ENGAGE WITH YOUR AUDIENCE TO BUILD AUTHORITY @danielbianchini TIP #1 TIP #2 TIP #3 TIP #4 Think like a brand Understand your audience Create content for each stage of the buying cycle Engage with your audience to build authority
  39. 39. HOW TO ENGAGE WITH YOUR AUDIENCE @danielbianchini Respond to Journalist’s requests Answer questions on sites such as Quora & LinkedIn Speak at industry events Contribute & collaborate with industry blogs Interact with users on social media
  40. 40. T H I N K ABOUT MOBILE @danielbianchini TIP #1 TIP #2 TIP #3 TIP #5TIP #4 Think like a brand Understand your audience Create content for each stage of the buying cycle Engage with your audience to build authority Think about mobile
  41. 41. DEVICE PREFERENCES THROUGHOUT THE DAY @danielbianchini EARLY MORNING Mobiles brighten the commute DAYTIME EVENING PCs dominate working hours Tablets are popular at night
  42. 42. WHAT TO LOOK FOR @danielbianchini • Is the text size legible? • How close together are the links? • Is the content wider than the screen? Tool: https://www.google.com/webmasters/tools/mobile-friendly/
  43. 43. INVEST IN THE MARKETING MIX @danielbianchini NOT JUST SEO TIP #1 TIP #2 TIP #3 TIP #5 TIP #6TIP #4 Think like a brand Understand your audience Create content for each stage of the buying cycle Engage with your audience to build authority Invest in the marketing mix, not just SEO Think about mobile
  44. 44. BUILD FOR LONG TERM GROWTH @danielbianchini NOT SHORT TERM TIP #1 Think like a brand TIP #2 Understand your audience TIP #3 Create content for each stage of the buying cycle TIP #5 Engage with your audience to build authority TIP #6 Invest in the marketing mix, not just SEO TIP #7 Think about mobile TIP #4 Build for long term growth, not short term
  45. 45. @danielbianchini DANIEL BIANCHINI Director of Services @danielbianchini daniel@white.net THANK YOU!

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