What have we learning from 9 months of SEO split testing?
What works and what failed? How do you run your own tests? All of that and a free tool. Hooray free.
If you want something a little more comprehensive, all these tests were run by me with DistilledODN our split testing platform. Find out more here! - https://odn.distilled.net/
SearchLove London 2016 | Dom Woodman | How to Get Insight From Your LogsDistilled
In the SEO industry, we obsess on everything Google says, from John Mueller dropping a hint in a Webmaster Hangout, to the ranking data we spend £1000s to gather. Yet we ignore the data Google throws at us every day, the crawling data. For the longest time, site crawls, traffic data, and rankings have been the pillars of SEO data gathering. Log files should join them as something everyone is doing. We'll go through how to get everything set-up, look at some of the tools to make it easy and repeatable and go through the kinds of analysis you can do to get insights from the data.
SearchLove Boston 2018 - Tom Anthony - Hacking Google: what you can learn fro...Distilled
Tom has long been fascinated with how the web works… and how he could break it. In this presentation, Tom will discuss some of the times that he has discovered security issues in Google, Facebook and Twitter. He will discuss compromising Search Console so that he could look up any penalty in the Manual Action tool, how he took control of tens of thousands of websites, and how he recently discovered a major bug that let him rank brand new sites on the first page with no links at all. Tom will outline how these exploits work, and in doing so share some details about the technical side of the web.
#CMC2019: Advanced SEO: Competitive intelligence, Web Scraping, and More. Mel Sciorra
It's all about getting ahead of the competition and winning the war on the web. Learn how to scrape your competitors top performing content and keywords, analyze the text with AI tools to find tone, style and consistent themes, and apply that intelligence to develop your own content strategy rooted in performance that will better appeal to your readers and fans and deliver results.
Attend this session to learn advanced optimization secrets:
•Key elements of a web page that can be extracted for research.
•Top discovery tools to quickly find optimized topics, titles and tags.
•How to use XPath and Screaming Frog Web Crawler to fuel research.
•New tools to analyze content and predict the big five characteristics.
•Sneak peek at some new tools for advanced search engine optimization.
SearchLove Boston 2018 - Bartosz Goralewicz - JavaScript: Looking Past the ...Distilled
Thanks to his numerous experiments and viral articles, Elephate’s Bartosz Góralewicz has become an authoritative and trusted voice when it comes to JavaScript SEO. At SearchLove Boston, Bartosz is ready to unveil never-before-seen experiments and research to reveal whether or not you can rank with a JS website, if JavaScript crawling and indexing is as good as Google claims, and more. This eye-opening session will change your perception on the state of JavaScript today.
SearchLove London 2016 | Dom Woodman | How to Get Insight From Your LogsDistilled
In the SEO industry, we obsess on everything Google says, from John Mueller dropping a hint in a Webmaster Hangout, to the ranking data we spend £1000s to gather. Yet we ignore the data Google throws at us every day, the crawling data. For the longest time, site crawls, traffic data, and rankings have been the pillars of SEO data gathering. Log files should join them as something everyone is doing. We'll go through how to get everything set-up, look at some of the tools to make it easy and repeatable and go through the kinds of analysis you can do to get insights from the data.
SearchLove Boston 2018 - Tom Anthony - Hacking Google: what you can learn fro...Distilled
Tom has long been fascinated with how the web works… and how he could break it. In this presentation, Tom will discuss some of the times that he has discovered security issues in Google, Facebook and Twitter. He will discuss compromising Search Console so that he could look up any penalty in the Manual Action tool, how he took control of tens of thousands of websites, and how he recently discovered a major bug that let him rank brand new sites on the first page with no links at all. Tom will outline how these exploits work, and in doing so share some details about the technical side of the web.
#CMC2019: Advanced SEO: Competitive intelligence, Web Scraping, and More. Mel Sciorra
It's all about getting ahead of the competition and winning the war on the web. Learn how to scrape your competitors top performing content and keywords, analyze the text with AI tools to find tone, style and consistent themes, and apply that intelligence to develop your own content strategy rooted in performance that will better appeal to your readers and fans and deliver results.
Attend this session to learn advanced optimization secrets:
•Key elements of a web page that can be extracted for research.
•Top discovery tools to quickly find optimized topics, titles and tags.
•How to use XPath and Screaming Frog Web Crawler to fuel research.
•New tools to analyze content and predict the big five characteristics.
•Sneak peek at some new tools for advanced search engine optimization.
SearchLove Boston 2018 - Bartosz Goralewicz - JavaScript: Looking Past the ...Distilled
Thanks to his numerous experiments and viral articles, Elephate’s Bartosz Góralewicz has become an authoritative and trusted voice when it comes to JavaScript SEO. At SearchLove Boston, Bartosz is ready to unveil never-before-seen experiments and research to reveal whether or not you can rank with a JS website, if JavaScript crawling and indexing is as good as Google claims, and more. This eye-opening session will change your perception on the state of JavaScript today.
TechSEO Boost 2017: SEO Best Practices for JavaScript T-Based WebsitesCatalyst
While providing a dynamic and fast user experience, JavaScript-based sites (SPAs/PWAs) are not always “SEO friendly.” Therefore, it is crucial for developers to understand how search engines crawl, parse, eventually render, and index dynamic websites, to make sure bots get the experience they developed and the content of the site.
SearchLove Boston 2018 - Emily Grossman - The Marketer’s Guide to Performance...Distilled
Most marketers know that improving site speed leads to better engagement, conversion rates, and even improved performance in search engines. Still, many marketers don’t get involved in web performance optimization projects, expecting them to be handled entirely by developers. In this talk, you’ll learn about marketing’s critical role in measuring, auditing, and optimizing performance to drive greater impact for your business.
The State of the Web: Pagination and Infinite ScrollAdam Gent
Providing recommendations on how to optimize pagination (post rel=next and rel=prev) based on results of testing pagination and infinite scroll in the wild.
Why you should move to HTTPS and what mistakes to avoid along the way.
In her speech at Pubcon, Olga covers:
- HTTPs adoption rates in various industries and countries
- the importance of this to Google
- mistakes companies make when migrating their website.
Combatting Crawl Bloat & Pruning Your Content EffectivelyCharlie Whitworth
My #BrightonSEO talk on the best way to refine your crawl bloat and prune your remaining content effectively. Follow me at @WhitworthSEO for more tech seo nonsense.
GTM Clowns, fun and hacks - Search Elite - May 2017 Gerry WhiteGerry White
As Google becomes a JavaScript crawler, GTM becomes an incredible way to improve your site for both users and bots. This goes through some very simple methods, and what they can be used for...
Mauro Cattaneo - Why hreflang is crucial to international SEO success - Brigh...Mauro Cattaneo
Hreflang is a common challenge in international SEO, but for a good reason. It can make the difference between success or failure in reaching your target audience around the world.
Redefining Technical SEO, #MozCon 2019 by Paul ShapiroPaul Shapiro
It’s time to throw the traditional definition of technical SEO out the window. Why? Because technical SEO is much, much bigger than just crawling, indexing, and rendering. Technical SEO is applicable to all areas of SEO, including content development and other creative functions. In this session, you’ll learn how to integrate technical SEO into all aspects of your SEO program.
On-Page SEO EXTREME - SEOZone Istanbul 2013Bastian Grimm
My presentation from #SEOZone Istanbul 2013 covering advanced On-Page SEO optimization aspects such as crawl-ability, semantics, duplicate content issues as well as performance optimization stragies.
SearchLove Boston 2016 | Mike King | Developer Thinking for SEOsDistilled
Despite the huge shift to content marketing in recent years, the technical end of SEO has gotten increasingly complex and our tools are not keeping pace. As SEOs, we must develop strong working knowledge of the optimal usage of technology to get implementations accomplished. In this talk, Mike will walk through case studies, the impact of different technical implementations, and how to pull together small solutions when nothing on the shelf works for your needs.
TechSEO Boost 2017: SEO Best Practices for JavaScript T-Based WebsitesCatalyst
While providing a dynamic and fast user experience, JavaScript-based sites (SPAs/PWAs) are not always “SEO friendly.” Therefore, it is crucial for developers to understand how search engines crawl, parse, eventually render, and index dynamic websites, to make sure bots get the experience they developed and the content of the site.
SearchLove Boston 2018 - Emily Grossman - The Marketer’s Guide to Performance...Distilled
Most marketers know that improving site speed leads to better engagement, conversion rates, and even improved performance in search engines. Still, many marketers don’t get involved in web performance optimization projects, expecting them to be handled entirely by developers. In this talk, you’ll learn about marketing’s critical role in measuring, auditing, and optimizing performance to drive greater impact for your business.
The State of the Web: Pagination and Infinite ScrollAdam Gent
Providing recommendations on how to optimize pagination (post rel=next and rel=prev) based on results of testing pagination and infinite scroll in the wild.
Why you should move to HTTPS and what mistakes to avoid along the way.
In her speech at Pubcon, Olga covers:
- HTTPs adoption rates in various industries and countries
- the importance of this to Google
- mistakes companies make when migrating their website.
Combatting Crawl Bloat & Pruning Your Content EffectivelyCharlie Whitworth
My #BrightonSEO talk on the best way to refine your crawl bloat and prune your remaining content effectively. Follow me at @WhitworthSEO for more tech seo nonsense.
GTM Clowns, fun and hacks - Search Elite - May 2017 Gerry WhiteGerry White
As Google becomes a JavaScript crawler, GTM becomes an incredible way to improve your site for both users and bots. This goes through some very simple methods, and what they can be used for...
Mauro Cattaneo - Why hreflang is crucial to international SEO success - Brigh...Mauro Cattaneo
Hreflang is a common challenge in international SEO, but for a good reason. It can make the difference between success or failure in reaching your target audience around the world.
Redefining Technical SEO, #MozCon 2019 by Paul ShapiroPaul Shapiro
It’s time to throw the traditional definition of technical SEO out the window. Why? Because technical SEO is much, much bigger than just crawling, indexing, and rendering. Technical SEO is applicable to all areas of SEO, including content development and other creative functions. In this session, you’ll learn how to integrate technical SEO into all aspects of your SEO program.
On-Page SEO EXTREME - SEOZone Istanbul 2013Bastian Grimm
My presentation from #SEOZone Istanbul 2013 covering advanced On-Page SEO optimization aspects such as crawl-ability, semantics, duplicate content issues as well as performance optimization stragies.
SearchLove Boston 2016 | Mike King | Developer Thinking for SEOsDistilled
Despite the huge shift to content marketing in recent years, the technical end of SEO has gotten increasingly complex and our tools are not keeping pace. As SEOs, we must develop strong working knowledge of the optimal usage of technology to get implementations accomplished. In this talk, Mike will walk through case studies, the impact of different technical implementations, and how to pull together small solutions when nothing on the shelf works for your needs.
Amazon Search Summit - the need for split testing in SEOWill Critchlow
Showing the complexity of Google's search results, and the lack of understanding we generally have of what works and what doesn't - meaning we need to use a more scientific approach.
Finally - a bunch of lessons and data from split tests we have run
Computers might already be better at your job than you are. Are you ready to partner with them to keep your job?
This presentation shows you how hard our jobs have become, gives you the results of some of our testing, and outlines a plan to keep our jobs.
A/B testing, optimization and results analysis by Mariia Bocheva, ATD'18Mariia Bocheva
While working with data we usually face several problems: we don't have enough data, we have too much data, we don't know what to do with this data.
In this session, I'll show how to make sure you can rely on your data and share my favorite ideas on how you can use Google Analytics and other for A/B testing, optimization and analysis.
You’ll gain a better understanding on what to look at to answer your UX questions, how to run a test properly and evaluate the its results.
Keeping Up with Google's Insane Pace of ChangeRand Fishkin
Rand Fishkin's presentation on how marketers can scale with the updates and shifts Google makes on a regular basis, and how to be successful with SEO in 2013.
How a year of SEO split testing changed how I thought SEO workedDominic Woodman
I spent a year running all the split tests from DistilledODN, a split testing platform. Here's how an entire year of testing changed how I thought and worked.
SEO Campixx 2021 - How to win in seo when ads are taking up all the space [vi...Jonas Donbæk
This lecture will teach you practical examples of how you can with SEO in a world where Ads are taking up more and more of the space. The lecture will include the view from s360 on SEO, the approaches and framework that have been the baseline on many great SEO cases during the last couple of years.
BrightonSEO: How to generate 8 million SEO test ideas - Will CritchlowWill Critchlow
In this talk, delivered at BrightonSEO in April 2023, Will Critchlow, founder and CEO of SearchPilot covers a method for generating practically-unlimited SEO A/B test ideas.
Going on a journey from what SEO has been to what it needs to become, Will covers the mindset and strategy shifts needed, as well as the tactical implementation details. Download resources including detailed guides to SEO testing, and the free tool he uses to generate the ideas (plus explainer video).
James will break down three key areas of SEO and show you actionable tips which are working today for clients in the Australian and the US market.
1. Content Optimisation for SEO at scale.
2. Common Technical SEO mistakes to look for.
3. Link acquisition & Digital PR tips and advice.
19 Lessons I learned from a year of SEO split testingDominic Woodman
Last year I got a new job and spent the year running all the tests we've done on DistilledODN (an SEO split testing platform).
It's changed my perspective, taught me a huge amount and I'd like to take people through all the different lessons I've learned (19 of them in fact).
That's everything from: What sort of effect do basic SEO changes? Why is changing your title tags possibly a really risky move? How and when has structured data helped? How important is freshness (and can you fake it)? Does testing change your relationship with a client? Should you put emoji's in everything...
SearchLove San Diego - Dom Woodman - A Year of SEO Split Testing Changed How ...Distilled
If you asked a UX professional whether users prefer one image or two on a blog post, they'd tell you to test it — trying to double guess users is foolish.
Yet for many companies, SEO has no testing at all, just endless reams of best practice and hand waving. Last year I changed role and got the chance to treat SEO differently, running over 50 tests across different websites. This session will give an insight into what worked, and just as importantly, what didn’t.
Digital marketing training from the Will Marlow Agency. We will continue releasing these digital marketing training episodes for at least as long as the initial COVID-19 lockdown lasts.
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed ho...Distilled
If you asked a UX professional whether users prefer one image or two on a blog post, they'd tell you to test it — trying to double guess users is foolish.
Yet for many companies, SEO has no testing at all, just endless reams of best practice and hand waving. Last year I changed role and got the chance to treat SEO differently, running over 50 tests across different websites. This session will give an insight into what worked, and just as importantly, what didn’t.
Next Era of SEO: A Guide to SEO Split-TestingTom Anthony
SEO focused A/B Testing or Split-Testing is fast becoming an important new technique for digital marketers. This deck explains why it is important, and how you can do it.
SearchLove London | Dave Sottimano, 'Using Data to Win Arguments' Distilled
From past experiences with data, Dave knows relying on your gut can be a mistake. Instead, we need to take comfort in the validation of solid data to ensure we’re making profitable decisions. Sharing real client examples, Dave will run through the essential steps: how to decide on a hypothesis, create conditions, and gather data.
Similar to Split Testing for SEO - 9 Months of Learning (20)
SEO for Large/Enterprise Websites - Data & Tech SideDominic Woodman
There is a lot to cover about SEO for large websites/enterprise.
In this talk we'll cover primarily the data analysis and the technical SEO side of things. In future presentations we'll look at more.
Can everyone succeed in B2B SEO? What are the people who are succeeding doing and how can you do it?
We're going to look into:
- Which companies are better suited to search
- How can you succeed at search. Spoiler alert, we're going to need to be able to create great content and measure it.
Information Architecture for SEOs - Matching intent to pages & internal linki...Dominic Woodman
Links are part of the puzzle, but if your site makes no sense and doesn’t do a good job of matching up intents to templates and pages, all the links in the world aren’t going to help. I want to take people through the process of matching intents to templates first.
Don't worry we'll still get to links, but we'll start with the more under-used part.
The process is roughly: building your keyword area, gathering all the SERP data, grouping those keywords into intents, analysing those the SERP groupings for those keywords, turning the output into page and keyword targeting and then evaluating how the process went, because crucially this is a process. You probably won’t nail it first time.
For the links part we'll evaluate 5 main principles for building an information architecture.
- Aim for a shallow pyramid
- Don't have dead end pages
- Use anchor text
- Link topics together
- Don't link to non-indexable URLs
There are various soft skills I've learnt over my career. I've gotten better at reporting, at presenting, telling people no... But none end up in demand as much as being able to debug. There are always going to be things you don't know and going back to first principles to pick them apart is incredibly useful skill.
It's not about being able to program, rather how to pick apart the common problems to make you more effective. I want to take people through how to think like this, everything from learning the language and keeping a summary swipe file, to how to breakdown, test and re-create.
Matching Keywords to Pages - Information ArchitectureDominic Woodman
This presentation splits information architecture into two important questions. It then focuses on the question "How do you map intents to templates and pages" and provides a framework and Google Sheet for converting your keywords, into pages.
This is the associated Google sheet. http://bit.ly/page-to-keyword
This is the slide deck on how to perform log analysis with BigQuery. The companion guide is here which has most of this information in written format. https://www.distilled.net/resources/guide-to-log-analysis-with-big-query/
An introduction to AMP. Three main takeaways
1. What is it?
2. Should you implement AMP?
3. How hard will it be to implement AMP
I presented it at SMX Munich in March and then again at BrightonSEO in April.
The slides shown here are the most updated version from BrightonSEO.
I realised also it doesn't say who I am in the slides. I'm currently a consultant working at Distilled. - https://www.distilled.net/
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
54. SEO Manager: Jan 2016 - Jan 2017
● SEO Manager at T-Shirts and Shorts.
● Completed 4 major projects. Reduced Dev backlog.
● Removed a penguin penalty. Regularly audited backlinks.
● Organic traffic went up from 100K ~ 150K
What does my CV look like?
55. SEO Manager: Jan 2016 - Jan 2017
● SEO Manager at T-Shirts and Shorts.
● Completed 4 major projects. Reduced Dev backlog.
● Removed a penguin penalty. Regularly audited backlinks.
What does my CV look like? -- If I’m unlucky
85. 1.Adding ALT tags
2.Removing SEO category text
3.Using JS to show content
4.Setting exact match title tags
5.Adding structured data
86. Title tag before: Which TV should I buy? - Argos
Title tag after: Which TV to buy? - Argos
What happens when you match title tags to the greatest search volume?
We made our jobs harder and made ourselves easier to fire.
So how did we talk ourselves out of it?
So how did we talk ourselves out of it?
So how did we talk ourselves out of it?
This isn’t the same as when you’re kid. When your a kid it’s the imagination that gets you
You know what's scary:
That doesnt happen as a kid,
When a teacher asks, what’s going to happen as they pour vinegar in a volcano and you have no idea.
But it’s amazing and you learn
One of my favourite days in primary school
-- we’re in primary school
-- we’re making dioramas for our project on hawaii (st lucia?), someones down the houses, the beach, the trees.
-- our teacher she comes out with this big paper mache volcano,
-- holds up a bottle of vinegar and asks us whats about to happen,
-- we’ve not seen it we have no idea. David asks if she’ll drink it.
-- pours half a bottle of vinegar into the top and it explodes with lava
-- it was so cool
-- all the unknown - we had no idea how it worked, it was like magic
-- what made that happen? None of us had any idea but we wanted to know
As an adult standing in a board room when someone hands you a new set of numbers asks you a question you don’t know, it’s terrifying
-- turn into triple slide
-- sitting looking at report - someone is asking, what effect will this seo change have?
-- now not knowing doesn’t have that same sense of mystery or joy
-- i have no idea what change it will have
-- we’re not been able to measure this
-- but we’re paid to come in and do this. I have to know.i can’t admit it will be incredibly difficult to measure these changes, so i make a estimation with ctr and rank, of course i’m totally wrong
Boy am i jealous of PPC everytime there is a quarterly meeting and they say,Last quarter we said we’d add buy more stuff into all our titles. you gave us £16,000 we gave you 800 leads last quater. This quarter we gave you 900 leads.
Sadly that’s how for most of us, things change as we get older. It gets harder and harder to ask questions and admit we don’t know things. Particularly when we’re all meant to be experts on it.
And this is where we struggle in business.
Here’s the problem
-- seo is hard to measure
-- but i can’t measure my changes against that, i have to control for seasonality and google updates, so we talk about ranks
-- even then i’m hand wavy. What if I rank for new keywords? Russ talks about search console data.
But businesses speak the language of traffic and revenue, they need numbers
-- we sit as consultants and seo managers as the experts -- people ask us about this black box
-- they want those numbers and we can’t get them accurately. But we can’t admit that, we’re not kids we’re experts and so begins bad numbers and hand waving.
SEO has always had these problems, but some things have changed:
-- it’s got harder, the system has got harder to game and more complicated. It’s no longer the case
The solution
-- leave our egos at the door and accept what has been accepted in CRO & growth hacking that, the role is not pick and choose and never measure
-- we have to make an evaluation of the maths of case studies
-- we have to learn from rigourous tests
-- we have to test things ourselves
What have we learnt from tests
-- structured data is a good thing
-- we’ve seen uplifts consistently from adding structured data to schema
-- render experiment from icanvas
-- block changes to title tags have been unsuccessful
-- removing seo text from category pages has helped and hindered
-- removing ads has not had any consistent effects
-- title change to exact match keyword was negative
-- schema for upwork
-- entities for next web
-- combining pages for realtruck
What have we learnt from tests
-- structured data is a good thing
-- we’ve seen uplifts consistently from adding structured data to schema
-- render experiment from icanvas
-- block changes to title tags have been unsuccessful
-- removing seo text from category pages has helped and hindered
-- removing ads has not had any consistent effects
-- title change to exact match keyword was negative
-- schema for upwork
-- entities for next web
-- combining pages for realtruck
What have we learnt from tests
-- structured data is a good thing
-- we’ve seen uplifts consistently from adding structured data to schema
-- render experiment from icanvas
-- block changes to title tags have been unsuccessful
-- removing seo text from category pages has helped and hindered
-- removing ads has not had any consistent effects
-- title change to exact match keyword was negative
-- schema for upwork
-- entities for next web
-- combining pages for realtruck
Boy am i jealous of PPC everytime there is a quarterly meeting and they say,Last quarter we said we’d add buy more stuff into all our titles. you gave us £16,000 we gave you 800 leads last quater. This quarter we gave you 900 leads.
We can’t just cut and paste other people’s ideas & results anymore
but people want to know what our changes will do
so we have to estimate the effect of our changes beforehand
and measure it after the fact.
But we’re meant to be experts people expect us to know
and we want that money
Measuring SEO is hard
Which means we use all these data sources, we use ranks and we calculate CTR estimates to estimate traffic.
But this is all smoke, mirrors and hand waving,
but it does mean we get our money in the short term
But it also means our estamates are more likely to be wrong and make no sense
Nobody cares when everything is going well
But as soon as things run into trouble everyone begins to question your estimates and measuring and point out they’re awful
Once you’ve been burned by this a couple times
You might give it a try with just ranks & clicks
But then you’re unconvincing
And you don’t get the money, because the other departments make better justifications so nothing happens
So how did we talk ourselves out of it?
Split your pages into 2 buckets, make changes to one of them and measure the difference in traffic from google
Split your pages into 2 buckets, make changes to one of them and measure the difference in traffic from google
-- turn into triple slide
-- sitting looking at report - someone is asking, what effect will this seo change have?
-- now not knowing doesn’t have that same sense of mystery or joy
-- i have no idea what change it will have
-- we’re not been able to measure this
-- but we’re paid to come in and do this. I have to know.i can’t admit it will be incredibly difficult to measure these changes, so i make a estimation with ctr and rank, of course i’m totally wrong
-- turn into triple slide
-- sitting looking at report - someone is asking, what effect will this seo change have?
-- now not knowing doesn’t have that same sense of mystery or joy
-- i have no idea what change it will have
-- we’re not been able to measure this
-- but we’re paid to come in and do this. I have to know.i can’t admit it will be incredibly difficult to measure these changes, so i make a estimation with ctr and rank, of course i’m totally wrong
-- turn into triple slide
-- sitting looking at report - someone is asking, what effect will this seo change have?
-- now not knowing doesn’t have that same sense of mystery or joy
-- i have no idea what change it will have
-- we’re not been able to measure this
-- but we’re paid to come in and do this. I have to know.i can’t admit it will be incredibly difficult to measure these changes, so i make a estimation with ctr and rank, of course i’m totally wrong
-- turn into triple slide
-- sitting looking at report - someone is asking, what effect will this seo change have?
-- now not knowing doesn’t have that same sense of mystery or joy
-- i have no idea what change it will have
-- we’re not been able to measure this
-- but we’re paid to come in and do this. I have to know.i can’t admit it will be incredibly difficult to measure these changes, so i make a estimation with ctr and rank, of course i’m totally wrong
-- turn into triple slide
-- sitting looking at report - someone is asking, what effect will this seo change have?
-- now not knowing doesn’t have that same sense of mystery or joy
-- i have no idea what change it will have
-- we’re not been able to measure this
-- but we’re paid to come in and do this. I have to know.i can’t admit it will be incredibly difficult to measure these changes, so i make a estimation with ctr and rank, of course i’m totally wrong
-- turn into triple slide
-- sitting looking at report - someone is asking, what effect will this seo change have?
-- now not knowing doesn’t have that same sense of mystery or joy
-- i have no idea what change it will have
-- we’re not been able to measure this
-- but we’re paid to come in and do this. I have to know.i can’t admit it will be incredibly difficult to measure these changes, so i make a estimation with ctr and rank, of course i’m totally wrong
-- turn into triple slide
-- sitting looking at report - someone is asking, what effect will this seo change have?
-- now not knowing doesn’t have that same sense of mystery or joy
-- i have no idea what change it will have
-- we’re not been able to measure this
-- but we’re paid to come in and do this. I have to know.i can’t admit it will be incredibly difficult to measure these changes, so i make a estimation with ctr and rank, of course i’m totally wrong
-- turn into triple slide
-- sitting looking at report - someone is asking, what effect will this seo change have?
-- now not knowing doesn’t have that same sense of mystery or joy
-- i have no idea what change it will have
-- we’re not been able to measure this
-- but we’re paid to come in and do this. I have to know.i can’t admit it will be incredibly difficult to measure these changes, so i make a estimation with ctr and rank, of course i’m totally wrong
-- turn into triple slide
-- sitting looking at report - someone is asking, what effect will this seo change have?
-- now not knowing doesn’t have that same sense of mystery or joy
-- i have no idea what change it will have
-- we’re not been able to measure this
-- but we’re paid to come in and do this. I have to know.i can’t admit it will be incredibly difficult to measure these changes, so i make a estimation with ctr and rank, of course i’m totally wrong
-- turn into triple slide
-- sitting looking at report - someone is asking, what effect will this seo change have?
-- now not knowing doesn’t have that same sense of mystery or joy
-- i have no idea what change it will have
-- we’re not been able to measure this
-- but we’re paid to come in and do this. I have to know.i can’t admit it will be incredibly difficult to measure these changes, so i make a estimation with ctr and rank, of course i’m totally wrong
-- turn into triple slide
-- sitting looking at report - someone is asking, what effect will this seo change have?
-- now not knowing doesn’t have that same sense of mystery or joy
-- i have no idea what change it will have
-- we’re not been able to measure this
-- but we’re paid to come in and do this. I have to know.i can’t admit it will be incredibly difficult to measure these changes, so i make a estimation with ctr and rank, of course i’m totally wrong
-- turn into triple slide
-- sitting looking at report - someone is asking, what effect will this seo change have?
-- now not knowing doesn’t have that same sense of mystery or joy
-- i have no idea what change it will have
-- we’re not been able to measure this
-- but we’re paid to come in and do this. I have to know.i can’t admit it will be incredibly difficult to measure these changes, so i make a estimation with ctr and rank, of course i’m totally wrong
-- turn into triple slide
-- sitting looking at report - someone is asking, what effect will this seo change have?
-- now not knowing doesn’t have that same sense of mystery or joy
-- i have no idea what change it will have
-- we’re not been able to measure this
-- but we’re paid to come in and do this. I have to know.i can’t admit it will be incredibly difficult to measure these changes, so i make a estimation with ctr and rank, of course i’m totally wrong
-- turn into triple slide
-- sitting looking at report - someone is asking, what effect will this seo change have?
-- now not knowing doesn’t have that same sense of mystery or joy
-- i have no idea what change it will have
-- we’re not been able to measure this
-- but we’re paid to come in and do this. I have to know.i can’t admit it will be incredibly difficult to measure these changes, so i make a estimation with ctr and rank, of course i’m totally wrong