The Past, Present & Future of SEO

DAVID NAYLOR

• Founded Bronco in 2003 (started working in SEO 1996)• I’m SEO Strategist• My special skillset is Technical SEO On Page / Server• I love Finding Solutions and Breaking Things

• Invited to help Googleand Bing

• Worked with Internationalcorporations through to self funded entrepreneurs

DAVID NAYLOR

Let’s Roll Back

Year 2000 - and we are over the millennium bug

OPIC scores and Links are all you need, Google Launches it’s Toolbar.

We can pick high valued links in Googles eyes and it’s a win for SEO

We actually go another 2 years before Google does anything

Google started updating it’s core:

Boston, Cassandra, Dominic, Esmeralda, Fritz, Florida, Austin, Brandy, Nofollow,

Bourbon, Jagger…........Big Daddy - infrastructure changes

Universal Search — May 2007

- SEO’s are still winning

2002 The war started!

2011

Google started directly targeting :

- Thin & duplicate content pages - High ad to content ratio- Content farms- Over optimised link profiles- Poor quality, unnatural links

February 23rd 2011

2013

The year of clean ups, reinclusions, recoveries and rebuilds

A year of unnatural link warnings, WMT’s messages, manual penalties and disavow files

Huge amount of sites still penalised and struggling

More and more needing a full clean up and strip back

2013

Unnatural link warnings released mid May followed by Manual partial penalties – can do clean up & reinclusion requests

Big Penguin hits – 23/5/13 – Algorithmic - can’t do reinclusion

May 2013 drops – 2 types

Extending User privacy data – 100% “not provided” in Google Analytics

Ongoing updates

Hummingbird algorithm to “return better results” pushing hard for original,

high-quality content

Brands start to win"Brands are the solution, not the problem," Mr. Schmidt said. "Brands are how you sort out the cesspool.“

2014 Old School SEO is dead – Natural SEO through PR

• Long Form Content –Good onpage, infrastructure, good content, relevancy for Google, relevancy for users, good internal linkage

Editorial links –PR is part of the overall SEO campaign

Brand –It is the fastest way to build a brand and become a brand

2014 SEO

Demonstrating thought leadership (white papers)

Regular and consistent media engagement

Demonstrating innovation and “first to market”

Reacting to industry milestones and movements

Are you distinct and recognisable within your sector?Need a joined up approach

Creating a Brand - PR

What Does it Take?

Interesting?

Controversial?

Thought provoking?

So what does it take? Is it…

Engaging?

Thorough?

Data driven?

Its all about the angle, but how can you get proper coverage in

the press?

New research by an online travel agency in the UK has revealed that Iceland has overtaken Italy to become the most popular destination for Valentine's Day breaks in 2016. Other popular location choices this year for the romantic time of year include Germany, The Netherlands and Spain. France did not feature in the top 10 list of places couples from the UK would be spending Valentine's Day.

Iceland Overtakes Italy As Most Popular Valentine's Location

Most important thing – a good angle will get pick up

Roladex PR is dead – media is powered by freelance journalists

A good angle won’t be ignored if the journo has never met you before

It’s all About the Angle

• Forge new relationships with journalists via social media

• Twitter is a great platform for finding potential opportunities #journorequest #prrequest

• Act fast – Less than 20 minutes to respond to a journo request

The Power of Social

So it’s 2016

Panda — February 23, 2011We have had 30 PANDA updates (and multiple times where Google have said it would be rolling into core)

Penguin — April 24, 2012We have had 7 updates PresentlyLong Form ContentEditorial linksBrand

2016

Localised Google is looking to offer the user more and more Local results ( even for non local terms )

MobileWill kill organic search results

SpeedGoogle will push AMP really hard

2016

RankBrain - machine-learning artificial intelligence system

what if :Hummingbird contains parts of other Algos, such as Panda, Penguin and payday fight spam, Pigeon for local results, top heavy ad-heavy pages, mobile friendly and pirate copyright infringement.

2016

Thanks for listeningAny Questions?

@davenaylorbronco.co.uk