SEO for Future Thinking Marketers | Impression
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Edd Wilson of multi-award winning digital agency Impression shares SEO tips for future thinking marketers.
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SEO for Future Thinking Marketers | Impression
- 1. SEO for Future Thinking Marketers hello@impression.co.uk by Edd Wilson
- 2. hello@impression.co.uk - Search marketing since 2010 - Joined Impression in 2014 - Agency and in-house - Speaker at STAT city crawl & Ecommercial Conference - Regularly contribute to industry blogs Edd Wilson SEO Strategist
- 3. “Each day, Google usually releases one or more changes designed to improve our results. Some are focused around specific improvements. Some are broad changes.” hello@impression.co.uk G O O G L E S E A R C H L I A I S O N https://twitter.com/searchliaison
- 4. Google will always place emphasis on the following: ● Great websites Websites that are quick, user-friendly and adhere to Google’s best practise guidelines across all devices ● Great content Websites which feature great content that successfully inform and answer a user’s search query ● Great promotion Businesses that create a buzz about their brand online whilst acquiring links, likes and shares along the way. Whatever happens... hello@impression.co.uk
- 5. Update #1 A revamped SEO Starter Guide hello@impression.co.uk
- 6. ● Released December 2017 ● Ideal for all skill levels as it acts as a; ○ Great introduction to SEO for new starters/businesses less familiar with organic marketing ○ Refresher for those more familiar with SEO ● Discusses everything from onsite content and technical SEO considerations to mobile presentation and promotion. U P D A T E #1 A revamped SEO Starter Guide https://support.google.com/webmasters/answer/7451184 hello@impression.co.uk
- 7. hello@impression.co.uk Update #2 Introducing the new Search Console
- 9. ● Released January 2018 ● Announcement made via email (!!!) ● Improved user-friendly interface ● Improved features ○ 16 months of keyword data ○ A comprehensive view on Google's indexing ● Both old and new versions exist until full port occurs ● Unclear which features from old Search Console will remain? (source) U P D A T E #2 Introducing the new Search Console https://search.google.com/search-console hello@impression.co.uk
- 10. hello@impression.co.uk Update #3 Lighthouse Chrome extension now features an SEO category
- 11. ● Released February 2018 ● Lighthouse is an auditing plugin, allowing you to reveal several performance related issues associated to a webpage ● Previously development focus but now features a useful SEO category ● Looks at: ○ Content ○ Crawling & indexing considerations ○ Mobile performance U P D A T E #3 SEO Audit category in Lighthouse Chrome extension https://chrome.google.com/webstore/detail/lighthouse/blipmdconlkpinefe hnmjammfjpmpbjk?hl=en hello@impression.co.uk
- 12. hello@impression.co.uk Update #4 Core algorithm updates from Google
- 13. ● Google Maccabees Update - 12 December, 2017 Looked to devalue sites that targeted several permutations of keywords via an array of different landing pages, e.g. doorway pages, localised landing pages. (source) ● Core search ranking algorithm update #1 - 12 March, 2018 Looked to benefit pages that were previously “under-rewarded”. There’s no “fix” for pages that suffered, other than to remain focused on building great content. (source) ● Broad core search algorithm update #2 - 20 April, 2018 Similar to March’s update, Google stated how there’s no “fix” for pages that suffered ranking loss as a result of this algorithm update. (source) U P D A T E #4 Core algorithm updates from Google hello@impression.co.uk
- 15. hello@impression.co.uk Update #5 Google now rolling out mobile-first indexing
- 16. ● Released March 2018 ● Google began rolling out mobile-first indexing last month ● Typically, Google used to crawl, index and rank a page based on its desktop serving ● This is now transitioning to a page’s mobile serving ● Site owners/businesses to be informed via Search Console when mobile-first indexing is enabled for their sites ● Best practice guidelines have been published to support this U P D A T E #5 Google rolling out mobile-first indexing hello@impression.co.uk https://webmasters.googleblog.com/2018/03/rolling-out-mobile-first- indexing.html
- 17. hello@impression.co.uk Update #6 New insight into how Google’s organic & paid CTRs have changed
- 18. ● Published by Rand Fishkin, co-founder at Moz and more recently, founder at SparkToro ● Analysed and plotted 10x billions of Google searches between 2015 and 2018 on millions of US mobile and desktop devices to see how browsing and click-through behaviour has changed. ● The results are very interesting... U P D A T E #6 New insight into how Google’s organic & paid CTRs have changed hello@impression.co.uk https://sparktoro.com/blog/new-data-how-googles-organic-paid-ctrs- have-changed-2015-2018/
- 23. Thank you Any questions? hello@impression.co.uk hello@impression.co.uk Fothergill House 16 King Street Nottingham NG1 2AS 01158 242 212