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Brighton SEO 2016: THE TREND IS YOUR FRIEND

10 examples of how bad SEO decisions can kill your upwards trend on Google.

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Brighton SEO 2016: THE TREND IS YOUR FRIEND

  1. 1. 10 examples of how bad SEO decisions can kill your upwards trend on Google THE TREND IS
 YOUR FRIEND by Juan González
  2. 2. The Trend is Your Friend by Juan González
  3. 3. The Trend is Your Friend by Juan González
  4. 4. The Trend is Your Friend by Juan González YOU
  5. 5. The Trend is Your Friend by Juan González Your
 Competitors YOU
  6. 6. The Trend is Your Friend by Juan González Customers Your
 Competitors YOU
  7. 7. The Trend is Your Friend by Juan González Market-
 place Customers Your
 Competitors YOU
  8. 8. The Trend is Your Friend by Juan González Market Market-
 place Customers Your
 Competitors YOU
  9. 9. The Trend is Your Friend by Juan González Customers Your
 Competitors YOU Market-
 place Market
  10. 10. The Trend is Your Friend by Juan González Market-
 place Customers Your
 Competitors YOU Market
  11. 11. The Trend is Your Friend by Juan González Market-
 place Customers Your
 Competitors YOU Market
  12. 12. The Trend is Your Friend by Juan González Search Market Google Users Your
 Competitors YOU
  13. 13. The Trend is Your Friend by Juan González Market Market-
 place Customers Your
 Competitors YOU
  14. 14. The Trend is Your Friend by Juan González Marketplace Customers Your
 Competitors YOU Market-
 place
  15. 15. The Trend is Your Friend by Juan González Marketplace A marketplace is the space in which a market operates.
  16. 16. The Trend is Your Friend by Juan González Marketplace A marketplace is the space in which a market operates.
  17. 17. The Trend is Your Friend by Juan González Marketplace A marketplace is the space in which a market operates.
  18. 18. The Trend is Your Friend by Juan González Marketplace A marketplace is the space in which a market operates.
  19. 19. The Trend is Your Friend by Juan González Marketplace A marketplace is the space in which a market operates. You are helping the Marketplace to achieve their objectives. 
 ✓
  20. 20. The Trend is Your Friend by Juan González Marketplace A marketplace is the space in which a market operates. You neither keep your promises nor accept and respect the Guidelines ✘
  21. 21. The Trend is Your Friend by Juan González 1 You don’t accept and respect the Guidelines:
 Manual Action serenataflowers.com
  22. 22. The Trend is Your Friend by Juan González 2 You don’t accept and respect the Guidelines:
 Penguin Update currency-converter.org.uk
  23. 23. The Trend is Your Friend by Juan González 2 You don’t accept and respect the Guidelines:
 Penguin Update currency-converter.org.uk
  24. 24. The Trend is Your Friend by Juan González 3 3ʳᵈ of 10 examples of how bad SEO decisions can kill your upwards trend on Google You don’t keep your promises:
 Panda Update livescience.com
  25. 25. The Trend is Your Friend by Juan González 3 3ʳᵈ of 10 examples of how bad SEO decisions can kill your upwards trend on Google You don’t keep your promises:
 Panda Update livescience.com
  26. 26. The Trend is Your Friend by Juan González Market-
 place Customers Your
 Competitors YOU Competition
  27. 27. The Trend is Your Friend by Juan González Competition Market-
 place Customers Your
 Competitors YOU
  28. 28. The Trend is Your Friend by Juan González Competition is the rivalry among sellers trying to achieve such goals as increasing profits, market share, and sales volume By varying the elements of the marketing mix: price, product, distribution, and promotion
  29. 29. The Trend is Your Friend by Juan González Competition is the rivalry among sellers trying to achieve such goals as increasing profits, market share, and sales volume By varying the elements of the marketing mix: price, product, distribution, and promotion
  30. 30. Elements of the marketing mix: Product The Trend is Your Friend by Juan González 4 zappos.com
  31. 31. The Trend is Your Friend by Juan González 4 zappos.com vs. nordstrom.com Elements of the marketing mix: Product
  32. 32. The Trend is Your Friend by Juan González 5 thesun.co.uk Elements of the marketing mix: Product
  33. 33. The Trend is Your Friend by Juan González 5 thesun.co.uk vs. mirror.co.uk Elements of the marketing mix: Product
  34. 34. The Trend is Your Friend by Juan González Customer Market-
 place Customers Your
 Competitors YOU
  35. 35. The Trend is Your Friend by Juan González Customer Market-
 place Customers Your
 Competitors YOU
  36. 36. The Trend is Your Friend by Juan González Customer is the recipient of goods, services, a product or an idea, obtained from a seller, vendor, or supplier How consumers think, feel, reason and select between different alternatives
  37. 37. The Trend is Your Friend by Juan González Customer is the recipient of goods, services, a product or an idea, obtained from a seller, vendor, or supplier How consumers think, feel, reason and select between different alternatives
  38. 38. The Trend is Your Friend by Juan González How consumers think, feel, reason and select between different alternatives Customer is the recipient of goods, services, a product or an idea, obtained from a seller, vendor, or supplier
  39. 39. The Trend is Your Friend by Juan González 6 User behavior: Demand (Zeitgeist) rugbyworldcup.com Rugby World Cup 2011 Rugby World Cup 2015
  40. 40. The Trend is Your Friend by Juan González 6 User behavior: Demand (Zeitgeist) rugbyworldcup.com Rugby World Cup 2011 Rugby World Cup 2015
  41. 41. The Trend is Your Friend by Juan González Google Users Your
 Competitors YOU
  42. 42. The Trend is Your Friend by Juan González
  43. 43. The Trend is Your Friend by Juan González 7 Blocking Google-Bot from crawling the site apple.com
  44. 44. The Trend is Your Friend by Juan González 7 Blocking Google-Bot from crawling the site apple.com
  45. 45. The Trend is Your Friend by Juan González 8 New domain name & new site architecture dunem-mill.com vs. dunelm.com
  46. 46. The Trend is Your Friend by Juan González 8 New domain name & new site architecture dunem-mill.com vs. dunelm.com 08.10.2012
  47. 47. The Trend is Your Friend by Juan González royal.gov.uk 9 Google Mobile: Not mobile-friendly
  48. 48. The Trend is Your Friend by Juan González etymonline.com -70% 9 Google Mobile: Not mobile-friendly
  49. 49. The Trend is Your Friend by Juan González london.gov.uk 10 New web design without 301 redirects
  50. 50. The Trend is Your Friend by Juan González london.gov.uk /what-we-do/ /priorities/ 10 New web design without 301 redirects
  51. 51. The Trend is Your Friend by Juan González london.gov.uk 1 >100 40 8 10 New web design without 301 redirects
  52. 52. The Trend is Your Friend by Juan González the new normal… 90% losses!
 Merry Christmas! Eeeeeeeeek! changed from SaveYourself.ca
 to PainScience.com Google Analytics SISTRIX data for both domains data for both domains
  53. 53. The Trend is Your Friend by Juan González
  54. 54. The Trend is Your Friend by Juan González
  55. 55. It’s just a matter of perspective - What Does Google Want? - Does Organic CTR Impact SEO Rankings? - Is SEO Actually All About Content Marketing? The Trend is Your Friend by Juan González
  56. 56. The Trend is Your Friend by Juan González The content has always been the most important part
  57. 57. SEO is 50% avoiding mistakes and 50% coming up with great ideas The Trend is Your Friend by Juan González
  58. 58. Danke! Thank you! The Trend is Your Friend by Juan González

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