changing world of seo - #optimiseoxford
TRANSCRIPT
THE CHANGING WORLD OF SEO& 7 TIPS TO STAY AHEAD
@danielbianchini
SEO IS DEAD
@danielbianchini
THERE ARE MANY ARTICLES STATING THAT
SEO IS DEAD
@danielbianchini
SEO ISN’T DEAD
IT’S EVOLVING
@danielbianchini
IT USED TO BE:
TECHNICAL CONTENT LINKS
@danielbianchini
IT’S NOW A MIX OF:
TECHNICAL CONTENT LINKS
BRANDINGSIGNALS AUTHORITY UX
PLUS
@danielbianchini
THE INFLUENCE OF RANKING FACTORS
Moz asked over 150 experts to rate the influence exerted by broad areas of ranking factors on Google’s core search algorithm.
Each area was rated on a scale of 1 (not influential) to 10 (highly influential).
@danielbianchini
Source: https://moz.com/search-ranking-factors
SEARCH ENGINES CONTINUE TO EVOLVE DAILY GOOGLE MAKES 500+ ALGORITHM TWEAKS A YEAR
@danielbianchini
GOOGLE SEARCH TIMELINE
@danielbianchini
Source: https://d2v4zi8pl64nxt.cloudfront.net/hummingbird-unleashed-21957/5265a5563a22d1.67726566.png
SEARCH ENGINE MARKET SHARE
0% 20% 40% 60% 80% 100%
88.9%
6.45%
3.56%
0.32%
0.19%
@danielbianchini
Source: http://www.statista.com/statistics/280269/market-share-held-by-search-engines-in-the-united-kingdom/
MAJOR ALGORITHM UPDATES
2000
@danielbianchini
20022001 2003 20052004 2006 20082007 2009 20112010 2012 201420130
5
10
15
20
25
30
35
1 0 1
7
3
9
2 2 24
8
21
33
1715
PANDA
@danielbianchini
First hit: Feb 2011
The Panda algorithm update affected up to 12% of search results. Panda cracked down on websites with thin content, content farms and high ad-to-content ratio.
.co.uk WEBSITE TRAFFIC
@danielbianchini
PANDA ALGORITHM TIMELINE
@danielbianchini
23 FEB1.0
30 MAY2.1
23 JUL2.3
28 SEP2.5
18 NOV3.1
27 FEB3.3
19 APR3.5
8 JUN3.7
24 JUL3.9
18 SEP3.9.2
5 NOV 21 DEC 14 MAR18 JULPANDA
RECOVERY
23 SEP4.1
2011 2012 2013 2014
11 APR2.0
21 JUN2.2
12 AUG2.4
5 OCT‘FLUX’
18 JAN3.2
23 MAR3.4
27 APR3.6
25 JUN3.8
20 AUG3.9.1
27 SEP 21 NOV 22 JAN11 JUNPANDADANCE
20 MAY4.0
Source: http://i0.wp.com/studio5innovation.com/wp-content/uploads/2014/11/Latest-Google-Algorithm-Upate-Timeline-Oct2014.jpg
@danielbianchini
PENGUINFirst hit: April 2012
Penguin adjusted a number of spam factors, including keyword stuffing, and impacted an estimated 3.1% of English queries.
PENGUIN ALGORITHM TIMELINE
@danielbianchini
24 APR1.0
25 MAY1.1
05 OCT
2012 2013 2014
22 MAY2.0
04 OCT2.1
17 OCT3.0
Source: http://i0.wp.com/studio5innovation.com/wp-content/uploads/2014/11/Latest-Google-Algorithm-Upate-Timeline-Oct2014.jpg
@danielbianchini
HUMMINGBIRDGoogle’s new search platform that focuses on the meaning behind the words.
@danielbianchini
@danielbianchini
PIGEONFocused on more useful, relevant and accurate local search results.
@danielbianchini
MOBILE
THERE ARE
2 BILLION GLOBAL SMARTPHONE USERS
@danielbianchini
Source: http://www.bloomberg.com/news/articles/2012-10-17/smartphones-in-use-surpass-1-billion-will-double-by-2015
AVERAGE USERS INTERACT WITH A SMARTPHONE
221 TIMES A DAY(VERSUS 140 DESKTOP INTERACTIONS)
@danielbianchini
Source: http://www.tecmark.co.uk/smartphone-usage-data-uk-2014/
MOBILE SEARCH UPDATES
@danielbianchini
Source: http://moovweb.com/cnt/uploads/2015/03/Timeline-Graphic_updated.png
@danielbianchini
#MOBILEGEDDON21st April 2015
20/04/1519/04/1518/04/15
MOBILEGEDDON: WHAT WAS THE IMPACT?
@danielbianchini
21/04/15 22/04/15 24/04/1523/04/15 25/04/20 27/04/1526/04/1550%
55%
60%
65%
70%
75%
% OF MOBILE-FRIENDLY RESULTS
Source: https://moz.com/blog/day-after-mobilegeddon
@danielbianchini
OUR ADVICE FOR WEBMASTERS IS TO FOCUS ON CREATING HIGH QUALITY SITES THAT CREATE A GOOD USER EXPERIENCE AND EMPLOY WHITE HAT SEO METHODS INSTEAD OF ENGAGING IN AGGRESSIVE WEBSPAM TACTICS…
2012
@danielbianchini
7 TIPS TO STAY AHEAD
@danielbianchini
TIP #1Think like a brand
OWN YOUR BRAND
@danielbianchini
Register social media accounts
Look after local search if you have a
physical store
Encourage online reviews
Share achievements through marketing
channels
Dominate page one of the search results
OWN YOUR BRAND
@danielbianchini
BE MORE AGILEHAVE THE ABILITY
TO DISRUPT THE MARKET
POTENTIALLY BE A LITTLE BIT
CONTROVERSIAL
LOOK AT THE MARKET FROM A
DIFFERENT ANGLE
If you are a smaller brand you can:
UNDERSTAND YOUR AU D I E N C E
@danielbianchini
TIP #1 TIP #2Think like a brand Understand your
audience
KEYWORD RESEARCH & SURVEYS
@danielbianchini
SEMRUSHwww.semrush.com
GOOGLE TRENDSwww.google.com/trends
KEYWORD TOOLwww.keywordtool.io
TERM EXPLORERwww.serpiq.com
ADWORDS KEYWORD PLANNERadwords.google.com/keywordplanner
@danielbianchini
PERSONAS & SOCIAL MEDIA TRENDS
Source: https://yougov.co.uk/profileslite#/
CREATE CONTENTFOR EACH STAGE OF THE BUYING CYCLE
@danielbianchini
TIP #1 TIP #2 TIP #3Think like a brand Understand your
audienceCreate content
for each stage of the buying cycle
WHAT SEARCHES DO YOUR AUDIENCE MAKE?
@danielbianchini
AWARENESS
UTILISE ALL THE USER JOURNEY STAGES
INFORMATIONAL
ABOUT COMPANY
SUPPLEMENTARY
CONSIDERATION
INFORMATIONAL
INVESTIGATION
SUPPLEMENTARY
PRODUCT
INTENT
TRANSACTIONAL
INVESTIGATION
PRODUCT
INTERACTION
PURCHASE
TRANSACTIONAL
NAVIGATIONAL
PRODUCT
ABOUT COMPANY
INFORMATIONAL
ABOUT COMPANY
SUPPLEMENTARY
INVESTIGATION
PRODUCT
TRANSACTIONAL
INTERACTION
NAVIGATIONAL
Researching non-transactional level of information
The core proposition for most websites
Trust content, often unloved Uncovering a potential supplier
Education / inspiration / guidesAny potential login areaCustomer services / reviews etc.
Starting to understand & discovering options for future transactions
Visiting a pre-determined destination. Sourcing URL.
CREATE USER-LED CONTENT, BASED ON COMMON SEARCH QUERY TOPICS:
WRITE FOR USERS NOT FOR KEYWORDS
@danielbianchini
ENGAGE WITH YOUR AUDIENCETO BUILD AUTHORITY
@danielbianchini
TIP #1 TIP #2 TIP #3 TIP #4Think like a brand Understand your
audienceCreate content
for each stage of the buying cycle
Engage with your audience to build
authority
HOW TO ENGAGE WITH YOUR AUDIENCE
@danielbianchini
Respond to Journalist’s requests
Answer questions on sites such as
Quora & LinkedIn
Speak at industry events
Contribute & collaborate with industry blogs
Interact with users on social media
T H I N KABOUTMOBILE
@danielbianchini
TIP #1 TIP #2 TIP #3 TIP #5TIP #4Think like a brand Understand your
audienceCreate content
for each stage of the buying cycle
Engage with your audience to build
authority
Think about mobile
DEVICE PREFERENCES THROUGHOUT THE DAY
@danielbianchini
EARLY MORNING
Mobiles brighten the commute
DAYTIME EVENING
PCs dominate working hours Tablets are popular at night
WHAT TO LOOK FOR
@danielbianchini
• Is the text size legible?• How close together are the links?• Is the content wider than the screen?
Tool: https://www.google.com/webmasters/tools/mobile-friendly/
INVEST IN THE MARKETING MIX
@danielbianchini
NOT JUST SEOTIP #1 TIP #2 TIP #3 TIP #5 TIP #6TIP #4
Think like a brand Understand your audience
Create contentfor each stage of the buying cycle
Engage with your audience to build
authority
Invest in the marketing mix,
not just SEO
Think about mobile
BUILD FOR LONG TERM GROWTH
@danielbianchini
NOT SHORT TERMTIP #1
Think like a brand
TIP #2Understand your
audience
TIP #3Create content
for each stage of the buying cycle
TIP #5Engage with your audience to build
authority
TIP #6Invest in the
marketing mix, not just SEO
TIP #7Think about
mobile
TIP #4Build for long
term growth, not short term
