Following my talk about An Integrated Approach to Search Marketing at MuseumNext, I was asked by the AMA (Arts Marketing Association) to present at their Newcastle network meeting on the subject of Search Engine Optimisation.
We covered The Evolution of Search, looking at:
A (brief) history of search
Key algorithm updates and what they mean
for you
What does technical SEO mean?
How to check, audit and improve your
technical SEO
What does on-site SEO mean?
How to audit, research and optimise your onsite
content
How technical & on-site SEO can combine
forces for search supremacy
Webinar gratuit Search Engine Optimization ( SEO). Institutul de Marketing si...Institutul de Marketing
Un webinar gratuit oferit de Institutul de Marketing si Oxford College of Marketing . Ce inseamna optimizarea pe motoarele de cautare ( SEO)? Cum va ajuta in organizatiile in care lucrati? Cum va definiti cuvintele cheie? Explicatii, exemple si instrumente practice care sa va ajute in strategia de marketing digital intr-un webinar oferit de Institutul de Marketing si tutorele nostru Mike Berry.
Presentation on search engine optimisation by David Gilroy at the Digital Marketing Masterclass for law firms run by Conscious Solutions in November 2013.
Digital Marketing for Lead Generation & SalesDigital Vidya
Interested in leveraging Digital Marketing to multiply your organizational revenue? You will find this deck on Digital Marketing for Lead Generation & Sales relevant and interesting. You can find about upcoming hands-on Digital Marketing trainings by Digital Vidya at http://www.digitalvidya.com
Navneet Kaushal, CEO PageTraffic predicts the challenges SEO's will face in 2013 and how to overcome them in this presentation he did in SEMPO APAC 2012 Tour Bangalore
How to plan for a successful SEO campaign
How to handle site indexing, content and code issues
Safe and effective link building techniques with competitors analysis
How to measure & audit your SEO performance
Webinar gratuit Search Engine Optimization ( SEO). Institutul de Marketing si...Institutul de Marketing
Un webinar gratuit oferit de Institutul de Marketing si Oxford College of Marketing . Ce inseamna optimizarea pe motoarele de cautare ( SEO)? Cum va ajuta in organizatiile in care lucrati? Cum va definiti cuvintele cheie? Explicatii, exemple si instrumente practice care sa va ajute in strategia de marketing digital intr-un webinar oferit de Institutul de Marketing si tutorele nostru Mike Berry.
Presentation on search engine optimisation by David Gilroy at the Digital Marketing Masterclass for law firms run by Conscious Solutions in November 2013.
Digital Marketing for Lead Generation & SalesDigital Vidya
Interested in leveraging Digital Marketing to multiply your organizational revenue? You will find this deck on Digital Marketing for Lead Generation & Sales relevant and interesting. You can find about upcoming hands-on Digital Marketing trainings by Digital Vidya at http://www.digitalvidya.com
Navneet Kaushal, CEO PageTraffic predicts the challenges SEO's will face in 2013 and how to overcome them in this presentation he did in SEMPO APAC 2012 Tour Bangalore
How to plan for a successful SEO campaign
How to handle site indexing, content and code issues
Safe and effective link building techniques with competitors analysis
How to measure & audit your SEO performance
PageTraffic Reviews Metric Driven SEO at TFMA Navneet Kaushal
Are SEO Metrics like PageRank and backlinks enough?
Going beyond the numbers and learning how to make sense of metrics when it comes to SEO and reviewing best practicies to measure your SEO campaign success by PageTraffic
Parachute Digital are a Digital Marketing Consultancy in Sydney who offer strategic marketing services in the digital space but who also offers training for their clients, in this case Basic SEO training.
Search Engine Optimisation (SEO) is becoming increasingly important as part of the online marketing mix for businesses who want to be competitive in the search space but also to invest in digital marketing channels that offer long-term value, rather than only short term returns.
Parachute Digital provides SEO audits, SEO keyword research, SEO strategy and implementation plans and as part of that, key stakeholders require training. Obviously this Basic SEO training presentation is supposed to be given in person, but many of the basic info is still helpful for those looking for a structure to follow.
Ethical Search Engine Optimization | White Hat SEO Tips and TechniquesNathan Ketsdever
Ethical search engine optimization is critical for increasing Google ranking and web traffic to your website or blog. This is a how to tutorial for white hat search engine optimization.
presentation on search engine optimization.gives a brief idea about the methods for optimizing our website.methods are explained with examples.this presentation willbe useful for preparing seminar.
Social media has become an integral part of all marketing methods today. Whether you are a large corporation or a mom and pop store, social media can add to your bottom line and how. No wonder, it is seen as an intrinsic part of SEO efforts today.
Learn the best practices for social media optimization and how to optimize its impact towards improving your rankings.
Content marketing - The key to success for SEO Navneet Kaushal
Wish to leverage upon content marketing to attain success in terms of SEO rankings? Get to know about how to leverage upon adequate content, through this presentation
Learn the best practices for social media optimization and how to optimize social media impact towards improving your rankings. How to leverage Google +, Google Plus, Facebook and Twitter for better rankings
Learn the new ways of SEO and getting rankings by building smart and better links which not only gets you rankings but also referral traffic. SEO which works in the age panda, penguin and hummingbird
An Integrated Approach to Search Marketing - Marty Hayes - MuseumNext 2014Marty Hayes
Here's my presentation, An Integrated Approach to Search Marketing, from the second day of the MuseumNext 2014 conference, held at The Sage Gateshead in NewcastleGateshead.
MuseumNext is Europe's big conference on innovation and technology in museums.
The masterclass covered:
- How search marketing has evolved
- What an integrated approach to search marketing looks like
- How to look for opportunities in your market
Learn how social media and SEO can work together. This presentation will introduce users on how to integrate social media and Search for maximum impact towards improving their branding and rankings. Also learn, how you can use Social Media to build traffic and links to your website and other online properties.
An introduction to SEO for beginner. From what SEO is, to how search engines work, to how to optimise websites for search engines and people. Originally a slide deck for a guest lecture given to the Department of Marketing, Faculty of Business, Oxford Brookes University
What is search engine optimization? How to do Keyword research?
On-page optimization for SEO, Off-page optimization for SEO, How to build links? Link building methods discussed in detail.How to avoid bad links? Social media role in search engine optimization.How to optimize your social networks profile for SEO?
Find valuable insights on the Secret of SEO Success in 2019.
Checkout the key SEO changes in 2018, Rankbrain & its impact on SEO. Learn latest strategies to recalibrate the SEO plan for maximum results.
SEO has changed a lot in last few years. In this presentation learn all about the new SEO and how you can do next generation SEO to rank your site in top in search engines.
The Four Pillars of Search Engine Optimization (SEO)Jonathon Colman
Presentation of the four essentials of search engine optimization (SEO) given at the Online Marketing Summit (OMS) regional conference in Seattle on June 14, 2010.
This presentation, aimed at beginners, focuses on four main topics in search engine optimization: understanding your audience, optimizing your content for accessibility and relevancy, building a logical and effective site structure, and taking advantage of off-site factors to drive traffic and rankings for your brand.
You can learn more about Jonathon Colman at http://www.jonathoncolman.org/
PageTraffic Reviews Metric Driven SEO at TFMA Navneet Kaushal
Are SEO Metrics like PageRank and backlinks enough?
Going beyond the numbers and learning how to make sense of metrics when it comes to SEO and reviewing best practicies to measure your SEO campaign success by PageTraffic
Parachute Digital are a Digital Marketing Consultancy in Sydney who offer strategic marketing services in the digital space but who also offers training for their clients, in this case Basic SEO training.
Search Engine Optimisation (SEO) is becoming increasingly important as part of the online marketing mix for businesses who want to be competitive in the search space but also to invest in digital marketing channels that offer long-term value, rather than only short term returns.
Parachute Digital provides SEO audits, SEO keyword research, SEO strategy and implementation plans and as part of that, key stakeholders require training. Obviously this Basic SEO training presentation is supposed to be given in person, but many of the basic info is still helpful for those looking for a structure to follow.
Ethical Search Engine Optimization | White Hat SEO Tips and TechniquesNathan Ketsdever
Ethical search engine optimization is critical for increasing Google ranking and web traffic to your website or blog. This is a how to tutorial for white hat search engine optimization.
presentation on search engine optimization.gives a brief idea about the methods for optimizing our website.methods are explained with examples.this presentation willbe useful for preparing seminar.
Social media has become an integral part of all marketing methods today. Whether you are a large corporation or a mom and pop store, social media can add to your bottom line and how. No wonder, it is seen as an intrinsic part of SEO efforts today.
Learn the best practices for social media optimization and how to optimize its impact towards improving your rankings.
Content marketing - The key to success for SEO Navneet Kaushal
Wish to leverage upon content marketing to attain success in terms of SEO rankings? Get to know about how to leverage upon adequate content, through this presentation
Learn the best practices for social media optimization and how to optimize social media impact towards improving your rankings. How to leverage Google +, Google Plus, Facebook and Twitter for better rankings
Learn the new ways of SEO and getting rankings by building smart and better links which not only gets you rankings but also referral traffic. SEO which works in the age panda, penguin and hummingbird
An Integrated Approach to Search Marketing - Marty Hayes - MuseumNext 2014Marty Hayes
Here's my presentation, An Integrated Approach to Search Marketing, from the second day of the MuseumNext 2014 conference, held at The Sage Gateshead in NewcastleGateshead.
MuseumNext is Europe's big conference on innovation and technology in museums.
The masterclass covered:
- How search marketing has evolved
- What an integrated approach to search marketing looks like
- How to look for opportunities in your market
Learn how social media and SEO can work together. This presentation will introduce users on how to integrate social media and Search for maximum impact towards improving their branding and rankings. Also learn, how you can use Social Media to build traffic and links to your website and other online properties.
An introduction to SEO for beginner. From what SEO is, to how search engines work, to how to optimise websites for search engines and people. Originally a slide deck for a guest lecture given to the Department of Marketing, Faculty of Business, Oxford Brookes University
What is search engine optimization? How to do Keyword research?
On-page optimization for SEO, Off-page optimization for SEO, How to build links? Link building methods discussed in detail.How to avoid bad links? Social media role in search engine optimization.How to optimize your social networks profile for SEO?
Find valuable insights on the Secret of SEO Success in 2019.
Checkout the key SEO changes in 2018, Rankbrain & its impact on SEO. Learn latest strategies to recalibrate the SEO plan for maximum results.
SEO has changed a lot in last few years. In this presentation learn all about the new SEO and how you can do next generation SEO to rank your site in top in search engines.
The Four Pillars of Search Engine Optimization (SEO)Jonathon Colman
Presentation of the four essentials of search engine optimization (SEO) given at the Online Marketing Summit (OMS) regional conference in Seattle on June 14, 2010.
This presentation, aimed at beginners, focuses on four main topics in search engine optimization: understanding your audience, optimizing your content for accessibility and relevancy, building a logical and effective site structure, and taking advantage of off-site factors to drive traffic and rankings for your brand.
You can learn more about Jonathon Colman at http://www.jonathoncolman.org/
This presentation took a look back at how SEO has been mostly viewed in the past, what it is now and how to measure your traffic on site with some basic reporting.
Studio 2055: Bring My Brand to Life, Dr. Frankenstein!Nanette Newbry
BRANDit Live! is a series of webinars hosted by Studio 2055 that includes lively discussions with our special guests who bring insight and knowledge to the subject of brand.
With 1,000's of new sites being born every minute, how SEO can help you stand out from the crowd? Learn how to unleash your SEO potential in the region.
This presentation will be covering key aspects of SEO & how to get started to build online visibility on Google by driving quality traffic.
• Things you Must Do for an Effective SEO Campaign
• 5 Free Tools to Audit your Website Like a Pro
• How to Localize your Website for the Region through Arabic SEO
• Most Effective Link Building Opportunities
Learn and understand the basics of Search Engine Optimization, why companies should opt for SEO strategy, and how it helps in the long run. This presentation is focused on those learners who have heard this term SEO for first time.
Search engine optimization class 1. October 2016 at Demand Quest in Minneapolis. Learn the building blocks of SEO and how to apply tactics to your site.
Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a web search engine's unpaid results — often referred to as "natural," "organic," or "earned" results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users, and these visitors can be converted into customers.[1] SEO may target different kinds of search, including image search, local search, video search, academic search,[2] news search and industry-specific vertical search engines.
As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. As of May 2015, mobile search has finally surpassed desktop search,[3] Google is developing and pushing mobile search as the future in all of its products and many brands are beginning to take a different approach on their internet strategies[4]
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
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.
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.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
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.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
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.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SEO Master Class - Steve Wiideman, Wiideman Consulting Group
Arts Marketing Association North-East Network Meeting: The Evolution of Search (What you need to know about technical and on-site SEO)
1. THE EVOLUTION
OF SEARCH
WHAT YOU NEED TO KNOW ABOUT
TECHNICAL & ON-SITE SEO
Marty Hayes, Digital Director,
Venture Stream
@MartyHayes
www.venturestream.co.uk
4. www.venturestream.co.uk
WHO ARE WE
Vic Morgan
Founder & MD
Extensive ecommerce & digital
experience as entrepreneur &
consultant in the US & UK.
US-UK cross ponder, Boston
Red Sox fan and aspiring park
ranger.
Andy Robinson
Creative Director
10 years experience in omni-channel
ecommerce design
and creative marketing with
multi-million pound brands.
Dog-loving newlywed with a
penchant for shiny gadgets and
American beer.
Marty Hayes
Digital Director
Managerial consulting
experience in leading digital
agency and client-side
ecommerce.
Drum-playing, jumper-loving
family man and coveter of VW
campervans.
5. OUR DIGITAL MARKETING APPROACH…
www.venturestream.co.uk
Conversion Rate Optimisation
SEO PPC Email Affiliates Social Content
Strategy Leadership
Analytics
10. www.venturestream.co.uk
WHAT WE’LL COVER
• A (brief) history of search
• Key algorithm updates and what they mean for
you
• What does technical SEO mean?
• How to check, audit and improve your technical
SEO
• What does on-site SEO mean?
• How to audit, research and optimise your on-site
content
• How technical & on-site SEO can combine forces
for search supremacy
11. FIRST UP…
A (BRIEF) HISTORY
OF SEARCH
www.venturestream.co.uk
14. www.venturestream.co.uk
PAGERANK
• One of the first algorithms used by
Google (named after one of the
founders – Larry Page)
• According to Google…
– “PageRank works by counting the
number and quality of links to a
page to determine a rough
estimate of how important the
website is. The underlying
assumption is that more important
websites are likely to receive more
links from other websites”
• This ‘voting system’ led to
underhand tactics and spamming
16. "If there is a link selling site and they get
caught for selling links, and they just happen
to be linking to you, the value of that link that
the site was providing, it just goes away”
www.venturestream.co.uk
» Matt Cutts, Head of Webspam, Google
17. www.venturestream.co.uk
EARNING LINKS
• Link A
• Link B
Website
1
• Link A
• Link B
Website
2
• Link A
• Link B
Website
3
• Link A
• Link B
Website
1
• Link A
• Link B
Website
2
• Link A
• Link B
Website
3
19. “This is the beginning of the
journey to brands becoming more
www.venturestream.co.uk
like publishers”.
» Hamish Priest, Global Media Categories &
Partnerships, Dove, Unilever.
23. www.venturestream.co.uk
GOOGLE PANDA UPDATE: FEB 2012
• “Cleaning up the web”
• Panda seemed to crack down on thin
content, content farms, sites with high
ad-to-content ratios, and a number of
other quality issues. Panda rolled out
over at least a couple of months, hitting
Europe in April 2011
• Panda 4.0 – May 2014
– impacted 7.5% of English-language
queries
• Panda 4.1 – September 2014 (actually
the 27th iteration of the update)
– Thin content / affiliate crack-down
– Low dwell time / high bounce rate
– Keyword stuffed, doorway pages
– High ad content / deceptive ads
– impacted 3-5% of English-language
queries
25. GOOGLE PENGUIN UPDATE: APRIL 2012
• After weeks of speculation
about an "Over-optimization
penalty", Google finally rolled
out the "Webspam Update",
which was soon after dubbed
"Penguin." Penguin adjusted a
number of spam factors,
including keyword stuffing
• Rewarding high quality sites –
penalising link-farms and
unnatural link-building
• Penguin 3.0 – October 17,
2014
www.venturestream.co.uk
30. www.venturestream.co.uk
GOOGLE HUMMINGBIRD UPDATE
• September 2013 – Google
officially unveils the first major
algorithm upgrade in 3 years
– Previous version, ‘Caffeine’ was built
to better index websites in search
results
• Hummingbird affected about 90%
of Google searches
• Targeting longer, more complex,
conversational search queries
• Google attempting to understand
intent and meaning
• A shift in the landscape
31. www.venturestream.co.uk
THE IMPACT OF HUMMINGBIRD
Pre-Hummingbird
• Individual keyword targeting
possible
• Little evidence of context
• Little correlation between
search query intent and
video
• Keyword / index focussed
Post-Hummingbird
• No longer optimise solely
for key words or phrases
• Context is key
• Content needs to be
created to meet user intent
• Audience focussed
33. www.venturestream.co.uk
GOOGLE PIGEON UPDATE
• July 2014
• Aim to make more useful, relevant
and accurate local search results
• Dramatically altered some local
results and modified how Google
handles and interprets location
cues
• Impacted local search results
rankings and some local
businesses may have noticed an
increase or decrease in web site
referrals, leads and business from
the change
35. SO…
WHAT DOES TECHNICAL
SEO MEAN?
www.venturestream.co.uk
36. LAYING THE FOUNDATIONS FOR SUCCESS
www.venturestream.co.uk
Search Marketing
Technical SEO
37. WHAT DOES ‘TECHNICAL SEO’ MEAN?
Site
Architecture
www.venturestream.co.uk
URL
Structure
Webmaster
Tools
Sitemaps
Meta Robots Pagination
Geo-
Targeting
Response
Status Codes
Site Speed
Image
Optimisation
Rich
Snippets
Authorship
38. WHAT NEXT…
HOW TO CHECK, AUDIT
AND IMPROVE YOUR
TECHNICAL SEO
www.venturestream.co.uk
44. www.venturestream.co.uk
MOZ
• Crawl diagnostics
– High
– Medium
– Low
– Notices
• Open Site Explorer
• On-Page Optimisation
– Grade a Page
• Crawl Test Tool
• Link Analysis
• Free 30-Day Trial
• From $99 / month
https://moz.com
48. HOW ABOUT…
WHAT DOES ON-SITE
SEO MEAN?
www.venturestream.co.uk
49. WEBSITE CONTENT: 2 DISTINCT TYPES
Page Elements
(Meta)
URL
Page Title
Meta Description
www.venturestream.co.uk
Page Content
(Body)
H1 Heading
Body Content
User Generated
Content
51. www.venturestream.co.uk
PAGE ELEMENTS (META)
PAGE TITLE
Your Page Title should be unique to that page
and reflect the key themes of it. Keyword
research should be undertaken to optimise
Page Titles as they are a key ranking factor.
Each one should be around 65 characters in
length.
52. PAGE TITLE
Your Page Title should be unique to that page
and reflect the key themes of it. Keyword
research should be undertaken to optimise
Page Titles as they are a key ranking factor.
Each one should be around 65 characters in
length.
www.venturestream.co.uk
PAGE ELEMENTS (META)
URL
This includes your domain name and page
name. It should reflect the content of the page
accurately, and be search-engine friendly.
53. PAGE TITLE
Your Page Title should be unique to that page
and reflect the key themes of it. Keyword
research should be undertaken to optimise
Page Titles as they are a key ranking factor.
Each one should be around 65 characters in
length.
www.venturestream.co.uk
PAGE ELEMENTS (META)
URL
This includes your domain name and page
name. It should reflect the content of the page
accurately, and be search-engine friendly.
META DESCRIPTION
Although not a ranking factor, a meta
description has the potential to encourage
users to click on your site via a well-written,
unique, conversion-optimised description. It
should be fewer than 150 characters, include
your USPs and a clear call to action, where
appropriate.
54. www.venturestream.co.uk
PAGE CONTENT (BODY)
BODY CONTENT
Each page should have an
appropriate amount of well-written,
informative body
content in order to answer
user questions and encourage
them to find out more
SEO should be your
secondary concern, with user
experience and conversion
optimisation your primary
H1 HEADING
One of the most important on-page
SEO ranking factors
Should be a single, unique,
well-optimised H1 Heading
per page
Keyword research should help
to inform the wording of the
H1 Heading
.
USER GENERATED
CONTENT
Search engines (and users)
value user generated content
as it provides freshness to
pages in the language of site
users
Examples of UGC include:
Reviews
Questions
Answers
Comments
Images
.
55. THINK BACK TO THE GOOGLE PANDA UPDATE.
DON’T PRACTISE KEYWORD STUFFING
DON’T HAVE THIN CONTENT.
DO CONNECT USERS WITH UNIQUE,
AUTHORITATIVE, VALUABLE CONTENT.
www.venturestream.co.uk
56. WHICH LEADS US ON TO….
HOW TO AUDIT, RESEARCH
AND OPTIMISE YOUR ON-SITE
CONTENT
www.venturestream.co.uk
57. www.venturestream.co.uk
STEP 1: AUDIT
• Use a tool like Screaming
Frog SEO Spider to visit
every page on your site
(you could do this
manually for smaller
sites)
• Record key elements on
each page:
– Page Title
– H1 Heading
– H2 Headings
– Meta Description
– Body Content
58. www.venturestream.co.uk
STEP 2: RESEARCH
• Use a tool like Google’s
Keyword Planner to
research key words and
phrases associated to your
on-site content
• Include landing page,
category and product /
service
• Choose relevant, niche
keywords with appropriate
search volume
https://adwords.google.co.uk/KeywordPlanner
69. • Search has evolved over the years to better connect users and their
intent with websites and their content.
• Technical SEO & On-Site SEO are two areas that you should
control, or at least influence. Build internal resource and knowledge,
and seek expert help.
• Lay the foundations for search success with a website that search
engines can access, index and infer authority to, and a one that
users can gain insight, value and knowledge from.
• As long as you keep those things in mind, then algorithm updates
and tactical changes shouldn’t matter – provide search engines and
people with what they want and they will love you for it.
www.venturestream.co.uk