SEO is an ever changing industry, so keeping on top of that and understanding how Google works is key to improving your businesses online visibility. This slide deck highlights the changes in the industry and provides you with 5 top tips on how to understand SEO in the current market place.

1. The changing face
of SEO and
5 top tips to takeaway.
Business Technology Forum | Blue Logic Digital

2. Roy Moody
Partner/Director
Blue Logic Digital

3. BlueLogic Digital

5. AGENDA
How SEO Used To Work
What Now Works
Takeaways
1 – Spotting on page issues
2 – Is there demand?
3 – Local visibility
4 – Audience targeting
5 – Measuring results
Top Tools The Agencies Use
Q&A

6. Matt Shaw
Digital Marketing Strategist
Blue Logic Digital

7. How SEO used to work…

8. • Quantity over quality – links
• Google Manipulation - keyword stuffing
• Low quality content - article spinning

9. • As a result – Google introduced algorithm
updates resulting in potential penalties.
• Penguin – link related
• Panda – content related
• Can result in short term results but long term
damage.

10. So what now works in
modern SEO?…

11. • Digital agencies and in-house teams need to
align themselves to more traditional marketing
techniques by:
• Focusing on customer journeys
• Creating good quality content
• Increasing brand awareness through PR – links
• Delivering good Customer experience through a
fast, mobile friendly and technically sound website

12. Let’s start with the basics…

14. 1 – Spotting on-page
issues…

16. Technical SEO – Key items to check…
• URL & Page Titles
• Heading/H1 tags
• IIS Tool - http://goo.gl/ftFUt8
• Unnecessary Re-directed Links
• Broken Links

17. Technical Analysis
Row Labels Count of Violation Title
The <img> tag does not have an ALT attribute defined. 99563
The page contains invalid markup. 23539
The page contains multiple <h1> tags. 4922
The page was excluded by a nofollow attribute. 3888
The page contains unnecessary redirects. 3653
The title is too long. 2418
The request is disallowed by a Robots.txt rule. 1999
The page contains a large amount of script code. 1626
The page contains a large number of Cascading Style Sheet (CSS) definitions. 1024
The description is missing. 604
The URL for the hyperlink is broken. 508
The link text is not relevant. 261
The page contains broken hyperlinks. 230
The <h1> tag is missing. 201
The page contains multiple canonical formats. 46
The description is empty. 43
The title is empty. 28
The title is missing. 22
The page uses a refresh definition instead of using redirection. 19
The description is too long. 14

18. 2 - Is there
demand?…

20. 3 – Local Visibility…

24. 4 – Audience Targeting

25. • Aligning with traditional marketing through
audience targeting
• How to find your online target audience…
• Google Analytics Demographics
• Facebook Pixel
• YouGov Audience Profiler

26. Google Analytics Demographics
• Age
• Gender
• Interests
• Location

31. 5 – How to measure
success…

32. Key Performance Indicators
• Average Indicators– Rankings, Bounce Rate,
Visibility, Time on Site
• Good Indicators – Sessions, New visitors,
comparisons
• Focus on – Sales / Leads to check ROI
• Setup Goals in Analytics & Ask your customers

33. Useful Tools…

34. • Google Keyword Planner
service / product demand
• Google Analytics
visitors, demographics, content performance
• Google Webmaster Tools
how google views your website, keyword performance (rankings)
• Google Page Speed Tool (inc
Mobile)

35. • Majestic
Links
• MOZ
knowledge base for further learning
• Search Metrics
brand visibility

36. QUESTIONS?
• What does Google class as “good content” ?
• Are there any tools for checking content?
• Is Google prioritising PPC over Organic?
• How do I know if my Agency doing a good job?
• My PR agency says they can help with my
Search Rankings. Is this true?

37. Thank you
@bldigital
matt.shaw@bluelogic.co.uk
roy.moody@bluelogic.co.uk