SEO IS DEADLONG LIVE

SEOSimon Kingsnorth@TheKingsnorth

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.

The History of SEO

Something called Google launches

1994 2000 2010 2014

Pagerank introduced. Linkjuice beginsTechniques

News1998

The History of SEO

Black Monday. Altavista changes it’s algorithm

1994 2000 2010 2014

Doorway pagesTechniques

News1999

The History of SEO

Adwords is launched as is Pagerank toolbar

1994 2000 2010 2014

Use Pagerank to determine link strategyTechniques

News2000

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

The History of SEO

SEO Moz launches, SEO Book launches

1994 2000 2010 2014

Spam still prevelant. SEO Traffic considered untrustworthyTechniques

News2004

The History of SEO

Nofollow tag introduced. Google Analytics launched.First “SEO is Dead” post arrives

1994 2000 2010 2014

Blog comment spamTechniques

News2005

The History of SEO

BMW banned for Cloaking

1994 2000 2010 2014

XML sitemaps launchTechniques

News2006

The History of SEO

Social media revolution begins

1994 2000 2010 2014

Google Suggest used to aid keyword researchTechniques

News2007

The History of SEO

Google VINCE pushes big brands to improve trustReal-time search includes Twitter results

1994 2000 2010 2014

News2009

The History of SEO

Google CAFFEINE provides fresher results

1994 2000 2010 2014

Social media starts to be consideredTechniques

News2010

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

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

So what now?

Now we bring it all together

Content

Links

Keywords

Social Media

User Experience

Best Practise Coding

Who are we optimising for?

MR / MS CUSTOMER

The Primary Focus is Content

• Create great content• Own your space• Be the go to source of content in your market

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

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

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

A quick look at Hummingbird

• Semantic• Conversational• Voice• Multi-device

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

Some Fun from Google

www.google.co.uk/insidesearch/features/search/knowledge.htmlGoogle “Knowledge Graph”

SEO Rating Factors

• Search for Searchmetrics ranking factors 2014

Over to you