seo is dead (long live seo)
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SEO IS DEADLONG LIVE
SEOSimon Kingsnorth@TheKingsnorth
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1994The History of SEO
The first crawler (Webcrawler) is created in the US in 1994
1994 2000 2010 2014
Techniques
News
Keyword driven content. Meta tags.
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The History of SEO
Something called Google launches
1994 2000 2010 2014
Pagerank introduced. Linkjuice beginsTechniques
News1998
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The History of SEO
Black Monday. Altavista changes it’s algorithm
1994 2000 2010 2014
Doorway pagesTechniques
News1999
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The History of SEO
Adwords is launched as is Pagerank toolbar
1994 2000 2010 2014
Use Pagerank to determine link strategyTechniques
News2000
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The History of SEO
Google launch Adsense for contextual advertisingKeyword Stuffing and Anchor Text over optimisation is punished by FLORIDA
1994 2000 2010 2014
‘Made for Adsense’ sites arriveTechniques
News2003
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The History of SEO
SEO Moz launches, SEO Book launches
1994 2000 2010 2014
Spam still prevelant. SEO Traffic considered untrustworthyTechniques
News2004
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The History of SEO
Nofollow tag introduced. Google Analytics launched.First “SEO is Dead” post arrives
1994 2000 2010 2014
Blog comment spamTechniques
News2005
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The History of SEO
BMW banned for Cloaking
1994 2000 2010 2014
XML sitemaps launchTechniques
News2006
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The History of SEO
Social media revolution begins
1994 2000 2010 2014
Google Suggest used to aid keyword researchTechniques
News2007
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The History of SEO
Google VINCE pushes big brands to improve trustReal-time search includes Twitter results
1994 2000 2010 2014
News2009
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The History of SEO
Google CAFFEINE provides fresher results
1994 2000 2010 2014
Social media starts to be consideredTechniques
News2010
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The History of SEO
JC Penney penalised for Black Hat techniquesGoogle launches PANDA – content quality becomes more important
1994 2000 2010 2014
Traffic from (not provided) becomes a high % making life harder for an SEO
Techniques
News2011
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The History of SEO
Google releases PENGUIN to refresh link qualityDirectories, blog networks and similar sites are punished
1994 2000 2010 2014
Disavow launched to help recovery from penalties
Techniques
News2012
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So what now?
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Now we bring it all together
Content
Links
Keywords
Social Media
User Experience
Best Practise Coding
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Who are we optimising for?
MR / MS CUSTOMER
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The Primary Focus is Content
• Create great content• Own your space• Be the go to source of content in your market
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Why?
• Great content contains relevant keywords• Quality sites will search out great content and provide links• Customers will talk about you on blogs and create links• Social media will come alive with engagement and links to you• Your customers will deliver your SEO strategy for you
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Content Strategy Considerations
• Truly Relevant• Of the Moment• Authentic• Expertise• Rich and Deep• Unique• Shareable• Multi-Screen World• E-Books, E-Courses• Advocacy• Apps
• What’s trending• Semantic search• How To Videos• Infographics and
stats• Tips• Slideshare &
Thought Leadership• Behind The Scenes• Blog• Podcasts, Webinars• Personas• PR
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Content Strategy Planning
• Understand Your Purpose and Overall Business Strategy• Understand Your Target Market and Segments• Build Your Business Case• Review Your Competitors• Review Best in Class• Consider The Channels• Consider The Workload• Consider Legal and Compliance issues• How do You Measure Success
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A quick look at Hummingbird
• Semantic• Conversational• Voice• Multi-device
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But think of the wrapper not just the content
• Best practise coding means a better website with fewer errors, faster loading and a better experience for everyone. Keep it lean, keep it clean.
• Great navigation, intuitive design makes for a better experience for the customer. Make it easy to do business with you.
• Consider rich snippets: reviews, prices, photos, recipes, song lists
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Some Fun from Google
www.google.co.uk/insidesearch/features/search/knowledge.htmlGoogle “Knowledge Graph”
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SEO Rating Factors
• Search for Searchmetrics ranking factors 2014
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Over to you