While many consider SEO to be a dark art that requires advanced and costly tools, the most important data sources for SEO are in fact freely available to every website owner. In this talk, Barry Adams will show how to find the right data from free or affordable tools to measure your SEO performance. Moreover, he will show you how to use that data to make the right decisions for your website to improve traffic and sales from organic search.

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Improving Your SEO:
Turning Data In To Actions
That Drive Results
Barry Adams
Polemic Digital
28 September 2017

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Barry Adams
➢ Doing SEO since 1998
➢ Founder of Polemic Digital
➢ Co-Chief at State of Digital

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Variety of Clients
> Travel
> Education
> Technology
> B2C
> Publishing

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In GodWe Trust;
All Others Must Bring Data
W. Edwards Deming

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Bad Decision Making
 Intuition
 HiPPO (Highest Paid Person’s Opinion)
 “Because we’ve always done it like that.”

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Bad Decision
Making
Data

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Free Data Sources for SEO

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Keyword Research;
Identify the search terms that your customers might
use to find your content.

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Google AdWords Keyword Planner
NOT FREE ANYMORE

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Moz.com/Explorer

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AnswerThePublic.com

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Trends.Google.com

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Site Analysis
Identifying on-site issues that affect your website’s
performance in organic search results.

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Screaming Frog SEO Spider
Free up to 500 URLs

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https://www.google.com/webmasters/tools/

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Only goes back 90 days…

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Loads more useful data
https://www.google.com/webmasters/tools/

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Using Google Search Console
• What are your top performing pages?
➢ And your worst pages?

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Using Google Search Console
• Identify crawl issues on your site;
➢ If a page cannot be crawled, it cannot be indexed.

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Using Google Search Console
• Mobile Optimisation is crucial;
➢ Google to switch to a mobile-first index in 2018.

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Summarised
• The best SEO tools are free;
➢ Google Search Console is your best tool.
• Use data appropriately;
➢ Data needs to be interpreted correctly.
• Mobile First;
➢ This is not optional.

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ThankYou
barry@polemicdigital.com
www.polemicdigital.com
@polemicdigital
@badams