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10 examples of how bad SEO decisions
can kill your upwards trend on Google
THE TREND IS

YOUR FRIEND
by Juan González
The Trend is Your Friend
by Juan González
The Trend is Your Friend
by Juan González
The Trend is Your Friend
by Juan González
YOU
The Trend is Your Friend
by Juan González
Your

Competitors
YOU
The Trend is Your Friend
by Juan González
Customers
Your

Competitors
YOU
The Trend is Your Friend
by Juan González
Market-

place
Customers
Your

Competitors
YOU
The Trend is Your Friend
by Juan González
Market
Market-

place
Customers
Your

Competitors
YOU
The Trend is Your Friend
by Juan González
Customers
Your

Competitors
YOU
Market-

place
Market
The Trend is Your Friend
by Juan González
Market-

place
Customers
Your

Competitors
YOU
Market
The Trend is Your Friend
by Juan González
Market-

place
Customers
Your

Competitors
YOU
Market
The Trend is Your Friend
by Juan González
Search Market
Google
Users
Your

Competitors
YOU
The Trend is Your Friend
by Juan González
Market
Market-

place
Customers
Your

Competitors
YOU
The Trend is Your Friend
by Juan González
Marketplace
Customers
Your

Competitors
YOU
Market-

place
The Trend is Your Friend
by Juan González
Marketplace
A marketplace is the space
in which a market operates.
The Trend is Your Friend
by Juan González
Marketplace
A marketplace is the space
in which a market operates.
The Trend is Your Friend
by Juan González
Marketplace
A marketplace is the space
in which a market operates.
The Trend is Your Friend
by Juan González
Marketplace
A marketplace is the space
in which a market operates.
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. 

✓
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
✘
The Trend is Your Friend
by Juan González
1
You don’t accept and respect the Guidelines:

Manual Action
serenataflowers.com
The Trend is Your Friend
by Juan González
2
You don’t accept and respect the Guidelines:

Penguin Update
currency-converter.org.uk
The Trend is Your Friend
by Juan González
2
You don’t accept and respect the Guidelines:

Penguin Update
currency-converter.org.uk
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
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
The Trend is Your Friend
by Juan González
Market-

place
Customers
Your

Competitors
YOU
Competition
The Trend is Your Friend
by Juan González
Competition
Market-

place
Customers
Your

Competitors
YOU
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
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
Elements of the marketing mix: Product
The Trend is Your Friend
by Juan González
4
zappos.com
The Trend is Your Friend
by Juan González
4
zappos.com vs. nordstrom.com
Elements of the marketing mix: Product
The Trend is Your Friend
by Juan González
5
thesun.co.uk
Elements of the marketing mix: Product
The Trend is Your Friend
by Juan González
5
thesun.co.uk vs. mirror.co.uk
Elements of the marketing mix: Product
The Trend is Your Friend
by Juan González
Customer
Market-

place
Customers
Your

Competitors
YOU
The Trend is Your Friend
by Juan González
Customer
Market-

place
Customers
Your

Competitors
YOU
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
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
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
The Trend is Your Friend
by Juan González
6 User behavior: Demand (Zeitgeist)
rugbyworldcup.com
Rugby World Cup 2011
Rugby World Cup 2015
The Trend is Your Friend
by Juan González
6 User behavior: Demand (Zeitgeist)
rugbyworldcup.com
Rugby World Cup 2011
Rugby World Cup 2015
The Trend is Your Friend
by Juan González
Google
Users
Your

Competitors
YOU
The Trend is Your Friend
by Juan González
The Trend is Your Friend
by Juan González
7 Blocking Google-Bot from crawling the site
apple.com
The Trend is Your Friend
by Juan González
7 Blocking Google-Bot from crawling the site
apple.com
The Trend is Your Friend
by Juan González
8 New domain name & new site architecture
dunem-mill.com vs. dunelm.com
The Trend is Your Friend
by Juan González
8 New domain name & new site architecture
dunem-mill.com vs. dunelm.com
08.10.2012
The Trend is Your Friend
by Juan González
royal.gov.uk
9 Google Mobile: Not mobile-friendly
The Trend is Your Friend
by Juan González
etymonline.com
-70%
9 Google Mobile: Not mobile-friendly
The Trend is Your Friend
by Juan González
london.gov.uk
10 New web design without 301 redirects
The Trend is Your Friend
by Juan González
london.gov.uk /what-we-do/
/priorities/
10 New web design without 301 redirects
The Trend is Your Friend
by Juan González
london.gov.uk
1
>100
40
8
10 New web design without 301 redirects
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
The Trend is Your Friend
by Juan González
The Trend is Your Friend
by Juan González
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
The Trend is Your Friend
by Juan González
The content has always been
the most important part
SEO is 50% avoiding mistakes 

and 50% coming up with great ideas
The Trend is Your Friend
by Juan González
Danke! 

Thank you!
The Trend is Your Friend
by Juan González

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Brighton SEO 2016: THE TREND IS YOUR FRIEND

  • 1. 10 examples of how bad SEO decisions can kill your upwards trend on Google THE TREND IS
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  • 2. The Trend is Your Friend by Juan González
  • 3. The Trend is Your Friend by Juan González
  • 4. The Trend is Your Friend by Juan González YOU
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  • 10. The Trend is Your Friend by Juan González Market-
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  • 12. The Trend is Your Friend by Juan González Search Market Google Users Your
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  • 13. The Trend is Your Friend by Juan González Market Market-
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  • 15. The Trend is Your Friend by Juan González Marketplace A marketplace is the space in which a market operates.
  • 16. The Trend is Your Friend by Juan González Marketplace A marketplace is the space in which a market operates.
  • 17. The Trend is Your Friend by Juan González Marketplace A marketplace is the space in which a market operates.
  • 18. The Trend is Your Friend by Juan González Marketplace A marketplace is the space in which a market operates.
  • 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. 
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  • 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 ✘
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  • 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. The Trend is Your Friend by Juan González 2 You don’t accept and respect the Guidelines:
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  • 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. 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. The Trend is Your Friend by Juan González Market-
 place Customers Your
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  • 27. The Trend is Your Friend by Juan González Competition Market-
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  • 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. 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. Elements of the marketing mix: Product The Trend is Your Friend by Juan González 4 zappos.com
  • 31. The Trend is Your Friend by Juan González 4 zappos.com vs. nordstrom.com Elements of the marketing mix: Product
  • 32. The Trend is Your Friend by Juan González 5 thesun.co.uk Elements of the marketing mix: Product
  • 33. The Trend is Your Friend by Juan González 5 thesun.co.uk vs. mirror.co.uk Elements of the marketing mix: Product
  • 34. The Trend is Your Friend by Juan González Customer Market-
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  • 35. The Trend is Your Friend by Juan González Customer Market-
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  • 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. 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. 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. The Trend is Your Friend by Juan González 6 User behavior: Demand (Zeitgeist) rugbyworldcup.com Rugby World Cup 2011 Rugby World Cup 2015
  • 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. The Trend is Your Friend by Juan González Google Users Your
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  • 42. The Trend is Your Friend by Juan González
  • 43. The Trend is Your Friend by Juan González 7 Blocking Google-Bot from crawling the site apple.com
  • 44. The Trend is Your Friend by Juan González 7 Blocking Google-Bot from crawling the site apple.com
  • 45. The Trend is Your Friend by Juan González 8 New domain name & new site architecture dunem-mill.com vs. dunelm.com
  • 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. The Trend is Your Friend by Juan González royal.gov.uk 9 Google Mobile: Not mobile-friendly
  • 48. The Trend is Your Friend by Juan González etymonline.com -70% 9 Google Mobile: Not mobile-friendly
  • 49. The Trend is Your Friend by Juan González london.gov.uk 10 New web design without 301 redirects
  • 50. The Trend is Your Friend by Juan González london.gov.uk /what-we-do/ /priorities/ 10 New web design without 301 redirects
  • 51. The Trend is Your Friend by Juan González london.gov.uk 1 >100 40 8 10 New web design without 301 redirects
  • 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. The Trend is Your Friend by Juan González
  • 54. The Trend is Your Friend by Juan González
  • 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. The Trend is Your Friend by Juan González The content has always been the most important part
  • 57. SEO is 50% avoiding mistakes and 50% coming up with great ideas The Trend is Your Friend by Juan González
  • 58. Danke! Thank you! The Trend is Your Friend by Juan González