Our round-up of the latest techniques and best practices

1. Free Webinar: SEO Updates 2017
We’ll be discussing some often-overlooked ways to optimise
your website. These tips include repurposing content using
new keyword data, ideas for creative link building and tips
on targeting new long tail keywords

2. Smart Insights resources to help your SEO

3. Plus check our Quick Win guide + template

4. What works for us… cutting through on the SERPS

5. What works for us… cutting through on the SERPS

6. Write long-form for multiple queries (B2B)

7. Check search console for what works and build on

8. Check the Mozcast SERPs features

9. Check the Mozcast SERPs features

10. About me
Matt Janaway
CEO
Marketing Labs
Matt is the CEO of Marketing Labs. He started his
career journey during the mid-2000’s internet retailing
boom by developing 10+ eCommerce stores.
• 14+ years of SEO experience
• Specialising in eCommerce growth
• Developed sophisticated link-building process
• Prominent SEO influencer

11. Agenda
oRecent algorithm changes
oCreative link building techniques
oUsing keyword data to repurpose website content

12. Recent algorithm changes

13. Recent algorithm changes
In reality, most of these changes have very little impact on
search results and rankings. However, here are two of the latest
algorithm updates you need to act on:
o Fred
o Intrusive Interstitial
Google update their algorithm all the time

14. Fred algorithm update
With:
o Low quality or recycled content
o Low quality pages
o Excessive adverts on the page
o Obvious affiliate outbound links
o Unnatural link profile
Targets low quality websites

15. Intrusive interstitial algorithm update
o Easy to close
o Minimal UX impact
o Folds above content, instead of over
o Only takes up a small proportion of screen
Example of non-intrusive pop-up

16. Creative link building techniques

17. Tactics you might not have considered
In 2017, link building still remains one of the most important
search engine ranking factors. Quality and relevancy is more
important than ever.
o Links from your own network
o Controversial content
Forget the hype. Link building is not dead!

18. Building links using your own business network
Link types:
o Testimonials
o Case studies
o Product suppliers
o Business awards
o Local partners
o Service providers
Utilise your existing relationships

19. Create controversial content
Think about the following:
o Write content that is against the grain
o Annoy a group of people
o Try to be funny (carefully)
o Backup your content with research/data
o Write about the “White Elephants”
Interesting content attracts links

20. Controversial content example

21. Using keyword data to repurpose
your website content

22. How to improve your content for search
Don’t forget about your old content. Use your data to find long tail
keywords receiving impressions and adjust your content accordingly.
o Search console data
o How to best implement changes
Use data to boost rankings

23. Using Search Console data
How to:
1. Log into search console
2. Click ‘search traffic’
3. Click ‘search analytics’
4. Tick ‘impressions’
5. Change date range to 12 months
6. Find unexpected queries
7. Check your SERP for the query
8. Fine-tune the page!
Analyse impressions to find opportunities

24. Here’s an example of our data

25. How to fine-tune using your new data
o Check search terms for cannibalisation
o Add a new title & paragraph for the keyword/phrase
o Add an image with descriptive ALT text
o Can it fit into the page title?
o Utilise old pages for internal links
o Remember to track the search position
Search queries with few clicks but high impressions offer
untapped SEO opportunities & creates ‘freshness’

26. The results?

27. Summary
1. Google update their algorithms daily
2. Work on your low quality pages
3. Limit UX disruptions (test, test, test!)
4. Utilise your own network for links
5. Don’t be afraid to go against the grain
6. Forget about keyword tools, you have all
the data you need to improve rankings.
7. Remember the value of your older content
If you need expert help
growing your business, visit:
marketinglabs.co.uk
Call to action
Smart Insights Link or
recommended guide

28. Thank you for listening
Any Questions?