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Be More Punk. F**K The Experts

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A presentation in which i simultaneously asked people to not listen to me whilst they were listening to me. A presentation about taking control and owning your own work and seeing what works for you.

Published in: Marketing
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Be More Punk. F**K The Experts

  1. 1. Don’t Listen To Me
  2. 2. Don’t Listen To Me
  3. 3. Or Ian
  4. 4. Or Patrick
  5. 5. Or Rand
  6. 6. And Especially Not Neil Patel
  7. 7. Don’t Listen To Them Or Me
  8. 8. They’re Experts. We Are “Experts”
  9. 9. They’re Experts. We Are “Experts” Blindly Listening To Experts Is A Bad Thing
  10. 10. Sometimes It’s Just Not Quite Right
  11. 11. Sometimes It’s Just Ridiculous
  12. 12. You’ve Heard This Somewhere Else Right?
  13. 13. #POLITICAL
  14. 14. Dave Trott Taught Me About Experts
  15. 15. Dave Trott Taught Me About Experts
  16. 16. He Accidentally Invented The Format For Gaming The LinkedIn Algorithm
  17. 17. He’s Written Several Times About Experts http://davetrott.co.uk/2015/11/experts-are-pulling-our- legs/ https://www.campaignlive.co.uk/article/dave-trott- marketing-experts-do/1331473 http://davetrott.co.uk/2009/12/the-experts-v-the-rest-of- us/ http://davetrott.co.uk/2016/04/why-experts-are- precisely-accurately-wrong/ http://davetrott.co.uk/2010/08/dont-trust-experts/
  18. 18. "People only listen to experts because it saves them having to take responsibility when things go wrong."
  19. 19. So What Has This Got To Do With Digital?
  20. 20. Oh. Didn’t You Get The Memo?
  21. 21. SEO IS DEAD
  22. 22. Give Us Something Actionable!
  23. 23. I Want To Talk About Testing On- Page Optimisation
  24. 24. I Want To Talk About Testing On- Page Optimisation Just Don’t Listen To Me Blindly
  25. 25. I Want To Talk About Testing On- Page Optimisation Just Don’t Listen To Me Blindly To Make Things More Exciting I Actually Did This Stuff Especially For Tonight
  26. 26. And Hoped That I Would Have Something To Talk About
  27. 27. On-Page; Not SEO In General
  28. 28. On-Page Stuff That Any Of You Can Change Today
  29. 29. Any Of You Can Change Today
  30. 30. Any Of You
  31. 31. And Get More People To Your Website
  32. 32. Distilled Recently Launched This
  33. 33. Ranking Studies Say This (More Experts)
  34. 34. Best Practice Is What Everyone Does https://www.slideshare.net/Branded3/stop-best-practicing-start-doing-stephen-kenwright-at-searchleeds-2016
  35. 35. So I Ran Some Quick Tests That I Could Share With You Guys
  36. 36. I Used A Few Tools
  37. 37. But You Can Punk This Shit
  38. 38. Just Be Careful When Reading The Data http://www.blindfiveyearold.com/analyzing-position-in-google-search-console
  39. 39. Can We Bring It Back To Life? https://www.flickr.com/photos/milesgehm/5032424312/
  40. 40. Can We Bring It Back To Life?
  41. 41. Can We Bring It Back To Life?
  42. 42. More Traffic! Better Rankings! Featured Snippets!
  43. 43. 29/12/2017 • Gathered Data • Ran SEMrush On Page Checker • Took Screenshots • Added A New Meta Description • Keyword Research • Ranking Snapshots • Set up Sanitycheck •
  44. 44. 03/01/2018 • New Title Tag • Adjusted <H2> Tags • Requested Indexing • 10 Minutes • Bought Some Tartan Trousers
  45. 45. 04/01/2018 • Added Last Updated Code to Wordpress
  46. 46. 05/01/2018 • Updated Post With Examples • Added Semantics • Added Video • Submitted To Google • Indexed In 3 Minutes
  47. 47. 08/01/2018 • Added Jump Links • Went To The Pub • Defaced Picture Of Queen
  48. 48. 09/01/2018 • Added Questions/Templates • Added Numbered List • Added Extra Resources • Resubmitted To Google • 15 Minutes To Index
  49. 49. 15/01/2018 • Optimised Using TF*IDF • Resubmitted To Google • Indexed In 4 Minutes • Stuck A Pin Through My Nose
  50. 50. 16/01/2018 • Added Site-Wide Text Link In Footer • Resubmitted To Google • 1 Minute To Reindex • Pinkified My Mohawk
  51. 51. 23/01/2018 • Second Page Poaching • Resubmitted • Indexed 2 Minutes Later • Forgot To Change Title Tag • Added “Best” to Title Tag • Resubmitted • Google Removed From Index For An Hour And A Half
  52. 52. 25/01/2018 • Rejigged The Headers • Resubmitted • Indexed In 2 Minutes • Spat On The Floor
  53. 53. 29/01/2018 • Added First Anchor Text Link Pointing To Post, Sitewide • Submitted To Google • Indexed 15 Hours Later
  54. 54. 31/01/2018 • Added Internal Links – Not Exact Match • Resubmitted 10 Pages And Direct Links • Indexed 4 Minutes Later • Smoked A Fag
  55. 55. 01/02/2018 • Added 35 Word Intro • Added A Table With A Top 10 • Added Horizontal Line Formatting • Resubmitted • Indexed 1 Minute Later
  56. 56. 02/02/2018 • Added Anchor Text Link To External Sites • Submitted All Those Via Google Search Console • Varying Indexation Times • Stuck Fingers Up At Monarchy
  57. 57. So, What Where The Results?
  58. 58. Analytics First?
  59. 59. Google Search Console?
  60. 60. Google Search Console?
  61. 61. Sanitycheck.io?
  62. 62. Sanitycheck.io?
  63. 63. Rankings?
  64. 64. Rankings?
  65. 65. Rankings?
  66. 66. Rankings?
  67. 67. Featured Snippets?
  68. 68. Featured Snippets?
  69. 69. Featured Snippets?
  70. 70. Featured Snippets?
  71. 71. Correlation Is Not Causation…
  72. 72. …But…
  73. 73. So, A Decent Success. Easily Replicated.
  74. 74. Will It Continue?
  75. 75. Will It Continue? https://www.distilled.net/forecaster/
  76. 76. What Have We Learnt?
  77. 77. The Old On-Page Stuff Still Works
  78. 78. Old Content Is Easily Revived
  79. 79. You Can Always Make More From What You Have
  80. 80. You Don’t Have To Be A Professional SEO
  81. 81. Getting Featured Snippets Isn’t Always As Easy As Experts Will Have You Believe
  82. 82. Anchor Text Can Work (A Bit)
  83. 83. Weird Stuff, Like Disappearing Snippets, Can Happen
  84. 84. I’m A Bit Shit At SEO; Even The Easy Stuff
  85. 85. But Those Lessons Are For This Type Of On-Page In This Industry
  86. 86. Soak Up Information But Do Your Own Testing https://www.flickr.com/photos/chummers7/7259144570
  87. 87. Go DIY https://www.flickr.com/photos/100894565@N02/9620563453/
  88. 88. Be More Punk
  89. 89. Fuck The Experts
  90. 90. Thank You
  91. 91. Now Kindly Piss Off And Get Your Food

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