9. OLD SCHOOL SEO
Over optimisation
Unnatural content
Unnatural links
Keyword stuffing
Poor user experience
Leads to the darkside!
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13. OVER 200 FACTORS INFLUENCE SEARCH
Keywords (targeting and acquisition)
• Improved sematic and contextual understanding – meaning, not just
words
• Don’t spam, keyword stuff
• Keywords, long tail, context, location, device, experience
• Schema.org markup – use it
• Get ready for voice search – that’s what Google is doing!
Relevancy (on page SEO – behaviour and conversion)
• Focus on your users, give them what they want, where when
• Freshness of content – how often do you change yours?
• Must be unique and valuable to your user persona’s
• Content strategy, evolves, purposeful, hot topics, contagious, Identify
intent, needs, problems and become the authority in your business area
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@googledave
@phcreative
14. OVER 200 FACTORS INFLUENCE SEARCH
Recommendation (off page SEO / Google Penguin)
• Commit to outreach and engage with communities
• Create content your audience will care about
• Will people vote for you with inbound links?
• Social mentions is ‘word of mouth’ marketing and builds links
• Use Google+ and gain ‘authorship’ and your ‘identity’
• Manage you link profile, assess risks and take action
• Content can’t sit in isolation, needs to be shared and engage influencers
– are you focused on them? Do you know who the are!?
Experience (Google Panda – behaviour and conversion)
• Be fit for mobile devices – Google prefer mobile responsive
• What do users ‘think’ of your pages? Find out.
• Reduce clutter and friction
• Don’t keep people waiting – improve load times
• Do all you can to engage and ‘romance the share’
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@googledave
@phcreative
17. “Think visibility rather than rankings.
Rankings vary from user to user,
device and location.
Focus on the user, keyword themes
and behaviour”
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@googledave
@phcreative
37. WHO WOULD YOU WANT
BEHIND THE DOOR?
• Your target audience
• Where are they, ‘which pub’?
• Strategic partners
• Your customers
• Influencer networks
• Who influences them?
• Who else and why?
• Who would you, buy a beer?
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@phcreative
38. • A good conversationalist, listens most of the time,
that’s how, when you talk, you know what to say
• # Who are you listening to?
• Be interested in others, not yourself!
• Don’t broadcast sales messages
• Make friends, build trust and help others
• 80 / 20 rule
• Remember… ‘Givers Gain’
PROBABLY THE BEST
SOCIAL NETWORKING ADVICE!
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@googledave
@phcreative
44. Once you know what they look like
Do your homework and find
your influencers and their
communities
Follow me @googledave
to receive this free guide
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@phcreative
45. Second largest search engine
Third largest social channel
Don’t ignore
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@googledave
@phcreative
46. 40% YouTube views in the UK are on a mobile
Phone
20% YouTube views in the UK are on a TV
screen bigger the 32”
41% higher click-through rate than plain test
results in search
Pages with videos 57% average improvement
Conversions
Pages with video are 53% more likely to
appear on page1 of Google
Got a questions...?
@googledave
@phcreative