This document provides an overview of search engine optimization (SEO) strategies and techniques. It discusses how SEO has evolved over time as search engines like Google have changed their algorithms. Key aspects of an effective SEO strategy are discussed, including on-site optimization like content quality, site speed, and structured data; off-site factors like links and reputation; and staying relevant to user intent with keyword research. Tips are provided on content creation, link building ethically, and monetizing a blog or site through partnerships with brands. The future of search is also briefly touched on.

1. Founder of ConsiderableInfluence.com
@speaktoCI
#Traverse17
SEO Consultant, Founder
@adrianland

2. Free ebook at ConsiderableInfluence.com for all members

3. SEO - what you need to know
in an increasingly visual world
From blogger to influencer - the recipe for
growing a monetised blog

5. Context
What’s going on?

6. As of:
17:58 on 27th April 2017
Check out:
internetlivestats.com

7. Travel Blogging is tough
How are you going to
- Be found?
- Be read?
- Be paid?

8. What is SEO?
And how can I be good at it?

9. And super shady!
Cloak and Dagger

10. Advice from
every direction
on many topics

12. This talk is about
demystifying SEO

13. What is SEO?
“The process of improving the volume and/or quality of traffic to a web
site or a web page via ‘natural’ or unpaid practices”
Personalised SERPs based on your search history, your open graph, your social media
interactions, thematically related search, ‘suggest’/’instant’, and now your other Google
products & services you use

14. 65% of sessions online start with a search*
Search is getting very specific
• Types: Websites, Images, Maps, Shopping, Blogs, Video, Places, Discussions, Academic, Patents etc.
• Frequency: By hour, day, specific date, years
• Location: Given and implied
Search isn’t just Google anymore. What about Facebook, Amazon,
TripAdvisor, Pinterest etc.
3 types of keywords
• Brand / Navigational
• Transactional
• Informational
Keywords imply users intent and needs!
* Made that up – couldn’t find a reliable stat – but it is a lot!

16. Your strategy
Keep it simple

17. Marketing 101
Your audience:
Who are they?
Where are they?
What do they want?
When do they want it?
How will they consume it?
How do they speak?
The 4 big questions:
Where am I now?
Where do I want to get to?
How do I get there?
How do I ensure arrival?

18. Personas

19. What do you already know?
Current users
Competitor analysis
Where they are
What they do

20. Your acquisition marketing mix
SEO /Organic, Social media,
Social Media Marketing, Email
PPC, Content syndication, Word
of Mouth and F2F

21. How has Google
changed over time?

22. In a room like this…

23. A continuous evolution
But the mission of the engines is still to give the best,
most relevant results to their users
What has changed in Google?
A good read: https://moz.com/google-algorithm-change

24. On site
Rewarded quality
content, code,
speed, engagement
Off site
Penalised ‘poor’
link profiles
Rewrite of the algo
NLP and sentiment.
Rewarded answers
and knowledge
Panda, Penguins and Hummingbirds
2011+ 2012+ 2013+

25. 2012+

26. Using the whole search term
… and not just keywords
Plus, other clues to understand your query to
provide you the answer
OLD SEO: How do I rank for this keyword?
NEW SEO: How do I answer my users questions?
2013

27. Other changes…locally orientated
2014

28. Picture credit: Search Engine Land

29. Search (has already) gone mobile
What clues do you also (unknowingly) give
• GPS location
• Your device
• Your search history
Clues to your intent!

30. Picture credit: Search Engine Land

31. Picture credit: Search Engine Land
2015

32. Possum – more local
2016

33. 2017Picture credit: Wikimedia.org

34. Picture credit: Search Engine Roundtable
2017

35. Picture credit: Search Engine Land
2017

36. Your SEO strategy
Keep it simple

37. >200 to 500 RANKING FACTORS*
* Depends on who is guessing

38. Your SEO strategy, built on 3 layers
•Links
•Removing of Toxic links
•Citation
•Brand build
Authority
•Quality Editorial
•Keywords mapped to intent
•Onsite assets
•Bounce Rate & Engagement
•Internal linking
Relevance
•Web IA
•Mobile first
•Structured Data
•Fast site
•Security
•Clean crawl
Crawlability &
Indexation

39. The crawl, and storage of your webpage
1.
2.
3.

40. Mobile first mindset is needed
Google pre-announced
a change back in April
2015. Even more
important now
Some clients have >75%
of users on a mobile!
Tool: https://search.google.com/search-console/mobile-friendly

41. Inside Chrome
Right click > Inspect Element
Then Select the mobile

42. Read: https://makefastsites.com

43. Google’s Search Console – great feedback source
including Search Analytics, indexation, crawl and structured data
Go to: https://google.com/webmasters

44. Structured data
Schema.org is a collection of schemas for structured
data mark-up that helps search engines better
understand content on websites.
Implementing this mark-up on a site can also
improve how that site’s listings appear in SERPs
including the Zero box
Read: https://searchengineland.com/add-schema-markup-site-using-google-tag-
manager-272516

45. Relevance

46. Keyword research resources
http://keywordtool.io/ http://ubersuggest.org/
https://adwords.google.com/KeywordPlanner
Competitors themselves OR Google autosuggest

47. Google Trends
Use to find trends over time. Shows
keywords, topics by location.
Can use for spelling e.g. Mallorca or
Majorca, Holiday versus Vacation
Default is Worldwide
Can refine
Can focus by geography
Tool: https://trends.google.co.uk

48. Strong content
• Make your content great
• Make it relevant and engaging
• Quality – “Panda questions”
• Gentle keyword usage
• Make it shareable
• Answer questions

49. • Bounce,
• KW / intent
Bounce rate and user
intent optimisation of
existing content

50. Daily quick content,
follow the news, write
opinions quickly

51. The ’Panda’ questions from Google
We, and the bots want quality content – real content, not automated, not duplicate nor “thin” content. Here are some
questions from Google to think about when planning your content. Our content team use this too
• Would you trust the information presented in this article?
• Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature?
• Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different
keyword variations?
• Would you be comfortable giving your credit card information to this site?
• Does this article have spelling, stylistic, or factual errors?
• Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to
guess what might rank well in search engines?
• Does the article provide original content or information, original reporting, original research, or original analysis?
• Does the page provide substantial value when compared to other pages in search results?
Source: http://googlewebmastercentral.blogspot.co.uk/2011/05/more-guidance-on-building-high-quality.html

52. • How much quality control is done on content?
• Does the article describe both sides of a story?
• Is the site a recognized authority on its topic?
• Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of
sites, so that individual pages or sites don’t get as much attention or care?
• Was the article edited well, or does it appear sloppy or hastily produced?
• For a health related query, would you trust information from this site?
• Would you recognize this site as an authoritative source when mentioned by name?
• Does this article provide a complete or comprehensive description of the topic?
• Does this article contain insightful analysis or interesting information that is beyond obvious?
• Is this the sort of page you’d want to bookmark, share with a friend, or recommend?
• Does this article have an excessive amount of ads that distract from or interfere with the main content?
• Would you expect to see this article in a printed magazine, encyclopedia or book?
• Are the articles short, unsubstantial, or otherwise lacking in helpful specifics?
• Are the pages produced with great care and attention to detail vs. less attention to detail?
• Would users complain when they see pages from this site?

53. Free stock images
Pexels, Unsplash, Flickr, Google image search
with usage rights, Pixabay, Stocksnap.io,
Burst, Gratisography, Freestocks, Picography

54. Image Optimisation
• Multiple versions e.g. desktop, mobile, retina
displays etc. Does you site ask you?
• Correct codec. Should it be .jpg, .png, or .webP?
• File name
• File size
• Alt tags

55. Editorial, Answers, Accurate,
Balanced, Structured, Engaging,
Format / Chunking, Visuals
Be useful!
Best practice

56. Reputation

57. Link building is using the
“wisdom of crowds”

58. The evolution of link building
Over used and called out:
Reciprocal link exchanges, Buying old
domains, Easy directories, Article
submissions, content spinning, Bought
links, Blogroll & footer links, Bulk social
bookmarking, Guest blogging [for SEO-
only approach], Blog commenting
When a technique is overused and
abused it gets down weighted in
the signals it gives.

59. Make your ”purple cow”.
Earn attention then you don’t need
to buy it!
Brands and Innovators have an
unique advantage:
• High quality creative
• Quality & focused content
• Cutting edge products/services
• Big data
• A brand that resonates and is
worthy of being talked about

60. So what? Does it give something valuable?

61. Recap on SEO, what do people get wrong?
• User experience & engagement
• Search and Social isn’t built in from the ground up
• In-accessibility!
• Not designed for mobile (responsive design)
• Lacking unique content
• Little or no consumer engagement or delight
• Slow and error prone sites
• Non-joined up marketing channels, and silo’d
reporting that reinforces what they think they
know
• Assume that if you build a website customer will
just come!

62. Monetising your blog
Be good –> Get paid.

63. A shameless!

64. Free ebook at ConsiderableInfluence.com for all members

65. Who will pay you?
In-house marketers
Agencies

66. What will they pay you for?
Your audience,
Your reach,
You,
and Your influence
And often forget you have the audience, and that is what they are paying you for!

67. What will they (typically) ask you to do?
Content share, Sponsored post,
Guest blog, Joint content creation,
Product review, Competition
giveaway, Event promotion, The
take-over or being a Brand
ambassador

68. Picture credit: BBC.com
Who will judge you?
Brands
Agencies
Agents
Platforms’ users

69. How will they judge you?

70. Making your media pack
(if you haven’t already)
Include:
• Who you are and what you stand for
• Vital details – name, URL, handles
• Key metrics – UU, demographics, page views, ToS,
engagement
• Your typical audience and their interests
• Social metrics – follows, reach, engagement
• Case studies including examples and media coverage
• Things you will, or can do
• Your indicative fees

71. Build your reputation
Be professional
Be timely
Be realistic

72. The future
Now and beyond

75. Wearable tech

76. Picture credit: BGR.com
Where will my data be shown?

77. Voice search

78. VR and immersive content

79. Questions?

80. Founder of ConsiderableInfluence.com
@speaktoCI
#Traverse17
SEO Consultant, Founder
@adrianland