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

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@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 October 2013
@tecmark

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

IF YOUR SITE IS SLOW ON
MOBILES, GOOGLE IS LESS
LIKELY TO RANK IT.
Matt Cutts of Google at Pubcon in October 2013
@tecmark

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 users to the content they expect
to see
@tecmark

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

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
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

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
@tecmark

POSITIVE SENTIMENT
• Positive reviews
• Google’s own systems
• Trusted 3rd parties
• Positive citations and interactions on
Google Plus
• Positive citations across the web
@tecmark

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/
@tecmark

@tecmark

@tecmark

@tecmark

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@tecmark

THE INVESTMENT IN THAT
CONTENT:
•
$25 on survey responses
•
2 hours on writing the post
and some of the initial social
social sharing
@tecmark

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 even more.
This presents a huge challenge in industries that have
historically relied on them.
@tecmark

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

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 make this work and WILL.
Thus far, few companies are doing this particularly well.
@tecmark

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