SEO best practices in 2018 focus on content, links, personalization, and technical elements. For content, optimize for keywords and user intent through text, headlines, and metadata. Address load times and a mobile-first approach for technical elements. Obtain links by sharing content through your own channels and ensuring content is linkable. Personalize by considering previous searches, language, geography, and spreading content across platforms.

3. DO’s AND DONT’s
The SEO landscape in 2018

4. SEO
1
Content
3
Links
4
Personalisation
2
Tech

5. Content

6. Keyword and secondary keywords
• Subject
• Synonyms and variations
• Business insights
• Client insights
• Unique Selling Points (USP)
• Search volume
• No more Keyword Planner
• Ahrefs, SEMrush, RankTrail
• Group synonyms
• Office chair
• Desk chair
• Break out the variations
• Ergonomic office chairs
• Office stools

7. User intent
Machine learning means that
1. the “algorithm” has less impact
2. Other users’ search pattern changes the
result
3. Our content must match the user’s intent
Use the Search Engine Result Page (SERP) to
decide what type of content that fits

10. Content
• Header (H1)
• Subheader (H2, H3)
• Text (in accordance with competitors)
• Bullet list or emphasized
Keyword goes here
Tips! Read the text outside its’ context
and without images. It should be easy to
identify the product. If so the
optimisation is OK.

11. Meta-data
1. Title
2. Description
..and what’s that d*mn limit now?

12. Meta-data on desktop
Title ca 80 chars
Description ca 160 chars
Meta-data on mobile
Title ca 45 chars
Description ca 140 chars
Event that isn't right…
”There is no fixed length for snippets. Length varies
based on what our systems deem to be most
useful.” – Danny Sullivan, Google
Meta-data

13. Images
1. File names
2. Alt-text
3. Weight
• Different images on different screens
• Best file format for the image type

14. Duplicate content

15. Tech

16. Loading times
Faster websites mean
• Better ranking
• More sales
• More pageviews per visit
• Lower bounce rate
• More returning visitors
* It’s actually the slower websites that get worse
ranking, but the concept is the same
• Faster websites demands
• Servers across the world
• smart cache engines
• Small, tidy source code
• Lightweight images
• http/2
• Asynchronous loading of JS and CSS
• Minimal number of http-requests
• Minified code files
• Local DNS lookup
• Usage of CDN
• External hosting
• Optimized CSS delivery
• Prioritising above the fold content
• Minimal number of redirects
• Etc Etc

17. Loading times
Faster websites mean
• Better ranking
• More sales
• More pageviews per visit
• Lower bounce rate
• More returning visitors
* It’s actually the slower websites that get worse
ranking, but the concept is the same
• Faster websites demands
• Servers across the world
• smart cache engines
• Small, tidy source code
• Lightweight images
• http/2
• Asynchronous loading of JS and CSS
• Minimal number of http-requests
• Minified code files
• Local DNS lookup
• Usage of CDN
• External hosting
• Optimized CSS delivery
• Prioritising above the fold content
• Minimal number of redirects
• Etc Etc
Page Speed Insight

19. Mobile devices
• Mobile First Index
• More searches on mobile devices
• See your truth in Google Analytics

20. Javascript frameworks
• Javascript once were impossible to
render for Google, and still is for Bing
• Today, the relationship is… complicated
(Some) developers are early adopters and
like working in trendy frameworks with cool
logos.
Questions choices and be mindful.

21. Work with services that has this covered
1. Fast
2. Mobile Friendly
3. Crawler compatible

22. Links

23. Start with your own channels
Easiest links to get?
In the channels that you own!

24. Think shareability and linkability
• Why link to us?
• Why share our content?
Make content thorough,
graphical, interactive, fun to use,
detailed etc

25. Spread the word

26. Personalisation

27. Previous searches
• Cats
• Cat videos or the Musical?
Is your boss saying you already rank no 1 and
don’t need SEO? Think again!

28. Language and geography
• Espanol, English, Svenska
• Japan, Denmark, France
• Malmö, Stockholm, Sundsvall
• Local business? Let Google know!

29. Spread the content to different plattforms
• Some searchers prefer certain platforms
• Google will promote these

30. Content
Keywords and secondary
keywords
Mind the user’s intent
Text, headlines, images
and meta data
Watch our for duplicate
content!
Tech
Load times – make it
fast!
Mobile devices first
Javascript or not? That’s
the question
Work with services that
got all of this covered
Links
Spread tde work
Think shareability and
linkability
Start with you own
channels
Personalisation
Previous searches
Language and
geogrpahy
Spread the content to
different channels

31. Thank you!
linkedin.com/in/linuslarsson