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SEO IN 2015
STACEY CAVANAGH
HEA D OF SEA RC H
TEC MA R K

@tecmark
I AM EXCITED!

@tecmark
2015 IS GOING TO BE
AMAZING.

@tecmark
FOR BOTH OUR
INDUSTRIES

@tecmark
FORECASTED ONLINE UK GAMBLING
MARKET IN 2015

£2.74

BILLION

Source: http://www.gamblingdata.com/

@tecmark
SEO WILL BE ALL
ABOUT THE THINGS I
LOVE.

@tecmark
CONTENT.

@tecmark
CONTENT. BRANDING.

@tecmark
CONTENT. BRANDING.
MOBILE.

@tecmark
CONTENT. BRANDING.
MOBILE. SOCIAL.

@tecmark
CONTENT. BRANDING.
MOBILE. SOCIAL.
USER EXPERIENCE.

@tecmark
SOME THINGS WON’T
BE MUCH DIFFERENT

@tecmark
GOOGLE WILL STILL
RULE THE ROOST.

@tecmark
@tecmark
@tecmark
THE GOALS OF
SEARCH ENGINES
WILL STILL BE THE
SAME.

@tecmark
BUT…
@tecmark
SEARCH ENGINES ARE

@tecmark
IT’S HARDER TO
MANIPULATE
RESULTS

@tecmark
AND THE FOCUS NOW
IS ON BEING THE
QUALITY RESULT.

@tecmark
SO, SEOS HAVE HAD
TO COME A LONG
WAY

@tecmark
FROM…

@tecmark
TO….

@tecmark
2015 SEO
ESSENTIALS

@tecmark
GET MOBILE

@tecmark
IF YOUR PHONE DOESN’T
DISPLAY FLASH, GOOGLE
WILL NOT SHOW FLASH
SITES IN YOUR RESULTS.

Matt Cutts of Google at Pubcon in ...
IF YOUR WEBSITE ROUTES
ALL MOBILE TRAFFIC TO
THE HOMEPAGE RATHER
THAN THE INTERNAL PAGE
THE USER WAS
ATTEMPTING TO VISIT, ...
IF YOUR SITE IS SLOW ON
MOBILES, GOOGLE IS LESS
LIKELY TO RANK IT.

Matt Cutts of Google at Pubcon in October 2013
@tecmar...
HAVING A MOBILE SITE IS
JUST THE START.

@tecmark
http://developers.google.com/speed/pagespeed/insights
@tecmark
MOBILE READY MEANS:
• Loading quickly on mobile

@tecmark
MOBILE READY MEANS:
• Loading quickly on mobile
• Enabling users to navigate around on a small screen

@tecmark
MOBILE READY MEANS:
• Loading quickly on mobile
• Enabling users to navigate around on a small screen

• Taking mobile use...
MOBILE READY MEANS:
• Loading quickly on mobile
• Enabling users to navigate around on a small screen

• Taking mobile use...
GET SOCIAL

@tecmark
NO DIRECT IMPACT ON
SEARCH RANKINGS
(YET)

https://www.youtube.com/watch?v=udqtSM-6QbQ
@tecmark
BUT…

http://socialmarketingwriting.com/how-to-perform-seo-on-yourwebsite-with-social-media-infographic/
@tecmark
YOUR SOCIAL
AUDIENCE WILL
ENHANCE YOUR SEO

@tecmark
INFLUENCES SEARCH
RANKINGS
@tecmark
@tecmark
LINK BUILDING
IS NOT DEAD.

@tecmark
IT’S BEEN A BIT
SICK, GRANTED…

@tecmark
GOOGLE’S
ALGORITHMS
AREN’T YET GOOD
ENOUGH TO STOP
LINK SPAM
@tecmark
CUE THE MANUAL
ACTIONS TEAM

@tecmark
EXPEDIA.COM

@tecmark
HALIFAX.CO.UK

@tecmark
MARKSANDSPENCER.COM

@tecmark
BUT GOOGLE
NEEDS LINK
METRICS.

@tecmark
“We’ve played around with the
idea of turning off back link
relevance and, at least for
now, back link relevance still
rea...
OFF PAGE IS (AND WILL
BE INCREASINGLY)
MORE THAN JUST
LINKS THOUGH

@tecmark
BRAND
SIGNALS
@tecmark
BRAND SEARCH VOLUME
WILL MATTER MORE

@tecmark
CITATIONS WILL
MATTER MORE

@tecmark
SENTIMENT WILL
MATTER MORE

@tecmark
Matt Cutts of Google
SXSW 2013

@tecmark
POSITIVE SENTIMENT
• Positive reviews

@tecmark
POSITIVE SENTIMENT
• Positive reviews
• Google’s own systems

@tecmark
POSITIVE SENTIMENT
• Positive reviews
• Google’s own systems
• Trusted 3rd parties

@tecmark
POSITIVE SENTIMENT
• Positive reviews
• Google’s own systems
• Trusted 3rd parties
• Positive citations on Google Plus

@t...
POSITIVE SENTIMENT
• Positive reviews
• Google’s own systems
• Trusted 3rd parties
• Positive citations and interactions o...
CONTENT MARKETING

@tecmark
@tecmark
@tecmark
EXPERIMENT

@tecmark
I asked 1000 Americans to name a British City
other than London.

http://blogsession.co.uk/2013/09/british-cities/
@tecmar...
@tecmark
@tecmark
@tecmark
@tecmark
@tecmark
@tecmark
@tecmark
THE INVESTMENT IN THAT
CONTENT:
•

$25 on survey responses

•

2 hours on writing the post
and some of the initial social
...
THE POINT?

@tecmark
CONTENT MARKETING
DOESN’T ALWAYS

BIG

MEAN
CONTENT
PROJECTS.
@tecmark
CONTENT MARKETING
IS ABOUT CREATIVITY,
INNOVATION, TESTING
AND CLEAR GOALS.
@tecmark
WE’LL SEE MORE
OF THIS…

@tecmark
GOOGLE PLAYING
THE COMPARISON
SITE

@tecmark
@tecmark
@tecmark
@tecmark
@tecmark
DON’T GET
CAUGHT UP IN
KEYWORD
MONOMANIA!
http://www.searchenginepeople.com/blog/keyword-monomania.html

@tecmark
AROUND 15% OF
QUERIES ARE NEW

http://news.cnet.com/8301-1023_3-57582368-93/google-the-future-of-search-is-now
@tecmark
@tecmark
@tecmark
2015 CHALLENGES
& OPPORTUNITIES

@tecmark
CHALLENGES
•

Google increasingly playing the role of the
comparison site

@tecmark
CHALLENGES
•

Google increasingly playing the role of the
comparison site

•

Paid linking tactics being hammered down on ...
CHALLENGES
•

Google increasingly playing the role of the
comparison site

•

Paid linking tactics being hammered down on ...
OPPORTUNITIES
•

Get mobile right and there’s way more to be had than
just a search boost.

@tecmark
OPPORTUNITIES
•

Get mobile right and there’s way more to be had than
just a search boost.

•

Google Plus. Google has to ...
OPPORTUNITIES
•

Get mobile right and there’s way more to be had than
just a search boost.

•

Google Plus. Google has to ...
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SEO in 2015 - @staceycav's EGR Power Affiliate Summit Presentation on SEO This time Next Year...

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Tecmark's Stacey Cavanagh presented on "SEO in 2015" at the 2015 eGR Power Affiliates Summit. Here's that presentation.

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SEO in 2015 - @staceycav's EGR Power Affiliate Summit Presentation on SEO This time Next Year...

  1. 1. SEO IN 2015 STACEY CAVANAGH HEA D OF SEA RC H TEC MA R K @tecmark
  2. 2. I AM EXCITED! @tecmark
  3. 3. 2015 IS GOING TO BE AMAZING. @tecmark
  4. 4. FOR BOTH OUR INDUSTRIES @tecmark
  5. 5. FORECASTED ONLINE UK GAMBLING MARKET IN 2015 £2.74 BILLION Source: http://www.gamblingdata.com/ @tecmark
  6. 6. SEO WILL BE ALL ABOUT THE THINGS I LOVE. @tecmark
  7. 7. CONTENT. @tecmark
  8. 8. CONTENT. BRANDING. @tecmark
  9. 9. CONTENT. BRANDING. MOBILE. @tecmark
  10. 10. CONTENT. BRANDING. MOBILE. SOCIAL. @tecmark
  11. 11. CONTENT. BRANDING. MOBILE. SOCIAL. USER EXPERIENCE. @tecmark
  12. 12. SOME THINGS WON’T BE MUCH DIFFERENT @tecmark
  13. 13. GOOGLE WILL STILL RULE THE ROOST. @tecmark
  14. 14. @tecmark
  15. 15. @tecmark
  16. 16. THE GOALS OF SEARCH ENGINES WILL STILL BE THE SAME. @tecmark
  17. 17. BUT… @tecmark
  18. 18. SEARCH ENGINES ARE @tecmark
  19. 19. IT’S HARDER TO MANIPULATE RESULTS @tecmark
  20. 20. AND THE FOCUS NOW IS ON BEING THE QUALITY RESULT. @tecmark
  21. 21. SO, SEOS HAVE HAD TO COME A LONG WAY @tecmark
  22. 22. FROM… @tecmark
  23. 23. TO…. @tecmark
  24. 24. 2015 SEO ESSENTIALS @tecmark
  25. 25. GET MOBILE @tecmark
  26. 26. IF YOUR PHONE DOESN’T DISPLAY FLASH, GOOGLE WILL NOT SHOW FLASH SITES IN YOUR RESULTS. Matt Cutts of Google at Pubcon in October 2013 @tecmark
  27. 27. IF YOUR WEBSITE ROUTES ALL MOBILE TRAFFIC TO THE HOMEPAGE RATHER THAN THE INTERNAL PAGE THE USER WAS ATTEMPTING TO VISIT, IT WILL BE RANKED LOWER. Matt Cutts of Google at Pubcon in October 2013 @tecmark
  28. 28. IF YOUR SITE IS SLOW ON MOBILES, GOOGLE IS LESS LIKELY TO RANK IT. Matt Cutts of Google at Pubcon in October 2013 @tecmark
  29. 29. HAVING A MOBILE SITE IS JUST THE START. @tecmark
  30. 30. http://developers.google.com/speed/pagespeed/insights @tecmark
  31. 31. MOBILE READY MEANS: • Loading quickly on mobile @tecmark
  32. 32. MOBILE READY MEANS: • Loading quickly on mobile • Enabling users to navigate around on a small screen @tecmark
  33. 33. MOBILE READY MEANS: • Loading quickly on mobile • Enabling users to navigate around on a small screen • Taking mobile users to the content they expect to see @tecmark
  34. 34. MOBILE READY MEANS: • Loading quickly on mobile • Enabling users to navigate around on a small screen • Taking mobile users to the content they expect to see • Enabling users to read without pinching and zooming! @tecmark
  35. 35. GET SOCIAL @tecmark
  36. 36. NO DIRECT IMPACT ON SEARCH RANKINGS (YET) https://www.youtube.com/watch?v=udqtSM-6QbQ @tecmark
  37. 37. BUT… http://socialmarketingwriting.com/how-to-perform-seo-on-yourwebsite-with-social-media-infographic/ @tecmark
  38. 38. YOUR SOCIAL AUDIENCE WILL ENHANCE YOUR SEO @tecmark
  39. 39. INFLUENCES SEARCH RANKINGS @tecmark
  40. 40. @tecmark
  41. 41. LINK BUILDING IS NOT DEAD. @tecmark
  42. 42. IT’S BEEN A BIT SICK, GRANTED… @tecmark
  43. 43. GOOGLE’S ALGORITHMS AREN’T YET GOOD ENOUGH TO STOP LINK SPAM @tecmark
  44. 44. CUE THE MANUAL ACTIONS TEAM @tecmark
  45. 45. EXPEDIA.COM @tecmark
  46. 46. HALIFAX.CO.UK @tecmark
  47. 47. MARKSANDSPENCER.COM @tecmark
  48. 48. BUT GOOGLE NEEDS LINK METRICS. @tecmark
  49. 49. “We’ve played around with the idea of turning off back link relevance and, at least for now, back link relevance still really helps in terms of making sure that we return the best, most relevant, most topical set of search results.” https://www.youtube.com/watch?v=NCY30WhI2og @tecmark
  50. 50. OFF PAGE IS (AND WILL BE INCREASINGLY) MORE THAN JUST LINKS THOUGH @tecmark
  51. 51. BRAND SIGNALS @tecmark
  52. 52. BRAND SEARCH VOLUME WILL MATTER MORE @tecmark
  53. 53. CITATIONS WILL MATTER MORE @tecmark
  54. 54. SENTIMENT WILL MATTER MORE @tecmark
  55. 55. Matt Cutts of Google SXSW 2013 @tecmark
  56. 56. POSITIVE SENTIMENT • Positive reviews @tecmark
  57. 57. POSITIVE SENTIMENT • Positive reviews • Google’s own systems @tecmark
  58. 58. POSITIVE SENTIMENT • Positive reviews • Google’s own systems • Trusted 3rd parties @tecmark
  59. 59. POSITIVE SENTIMENT • Positive reviews • Google’s own systems • Trusted 3rd parties • Positive citations on Google Plus @tecmark
  60. 60. POSITIVE SENTIMENT • Positive reviews • Google’s own systems • Trusted 3rd parties • Positive citations and interactions on Google Plus • Positive citations across the web @tecmark
  61. 61. CONTENT MARKETING @tecmark
  62. 62. @tecmark
  63. 63. @tecmark
  64. 64. EXPERIMENT @tecmark
  65. 65. I asked 1000 Americans to name a British City other than London. http://blogsession.co.uk/2013/09/british-cities/ @tecmark
  66. 66. @tecmark
  67. 67. @tecmark
  68. 68. @tecmark
  69. 69. @tecmark
  70. 70. @tecmark
  71. 71. @tecmark
  72. 72. @tecmark
  73. 73. THE INVESTMENT IN THAT CONTENT: • $25 on survey responses • 2 hours on writing the post and some of the initial social social sharing @tecmark
  74. 74. THE POINT? @tecmark
  75. 75. CONTENT MARKETING DOESN’T ALWAYS BIG MEAN CONTENT PROJECTS. @tecmark
  76. 76. CONTENT MARKETING IS ABOUT CREATIVITY, INNOVATION, TESTING AND CLEAR GOALS. @tecmark
  77. 77. WE’LL SEE MORE OF THIS… @tecmark
  78. 78. GOOGLE PLAYING THE COMPARISON SITE @tecmark
  79. 79. @tecmark
  80. 80. @tecmark
  81. 81. @tecmark
  82. 82. @tecmark
  83. 83. DON’T GET CAUGHT UP IN KEYWORD MONOMANIA! http://www.searchenginepeople.com/blog/keyword-monomania.html @tecmark
  84. 84. AROUND 15% OF QUERIES ARE NEW http://news.cnet.com/8301-1023_3-57582368-93/google-the-future-of-search-is-now @tecmark
  85. 85. @tecmark
  86. 86. @tecmark
  87. 87. 2015 CHALLENGES & OPPORTUNITIES @tecmark
  88. 88. CHALLENGES • Google increasingly playing the role of the comparison site @tecmark
  89. 89. CHALLENGES • Google increasingly playing the role of the comparison site • Paid linking tactics being hammered down on even more. This presents a huge challenge in industries that have historically relied on them. @tecmark
  90. 90. CHALLENGES • Google increasingly playing the role of the comparison site • Paid linking tactics being hammered down on even more. This presents a huge challenge in industries that have historically relied on them. • More screens. Higher consumer demand for speed. Higher demand from Google for fast user experiences @tecmark
  91. 91. OPPORTUNITIES • Get mobile right and there’s way more to be had than just a search boost. @tecmark
  92. 92. OPPORTUNITIES • Get mobile right and there’s way more to be had than just a search boost. • Google Plus. Google has to make this work and WILL. Thus far, few companies are doing this particularly well. @tecmark
  93. 93. OPPORTUNITIES • Get mobile right and there’s way more to be had than just a search boost. • Google Plus. Google has to make this work and WILL. Thus far, few companies are doing this particularly well. • If paid linking is dwindling, it’s content and PR led links for the win. @tecmark

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