Presented at Marketing Leaders Masterclass #MLleeds As the role of digital marketing continues to evolve, with the customer’s mobile experience, online discoverability and digital innovation all reshaping the agenda, Ian provides insights into the future of doing business online. This session will explore the key online trends that will affect your business over the course of this year, provide practical advice and debunk some common misconceptions, as well as providing a toolkit to help you sharpen your online plans for the months ahead.

1. Digital
marketing
trends
April 2015
Ian Lloyd
Director of Digital
@ilfloyd

2. • Digital
• Organic Search
• Trends
• Risks
• Actions
April 2015

3. Where does your web site traffic derive from?
April 2015

4. Fundamentals of SEO
April 2015

5. April 2015

6. What is Google doing?
April 2015
Updates slowing
Last 2 years average over 1 major update a month

7. What is Google doing?
April 2015
Reduction of Panda
Increase of ‘unknown’
Authority steady

8. Be prepared for Panda and
Authority (link) updates to be
integrated into the live algorithm
April 2015

9. What can go wrong if you're
negatively affected?
Penguin = unnatural, spammy
link profile
Panda = low quality content, thin
pages, duplicate content
April 2015

10. Penguin 3, Oct 2014 – Yell.com
April 2015
Visibility drop of 20%

11. Penguin 3.1 – Motors.co.uk
April 2015
Visibility drop of 20%

12. Panda – Ask.com
April 2015
Visibility drop of 75%

13. How can I mitigate for these
issues?
April 2015

14. Link auditing:
April 2015
Download & Sort
Disavow
Crawl 1
Crawl 2
Link Removal Team
Data Collection
Analyst
Manual Review
Dead LinksLive Links
Crawl

15. Technical Auditing:
April 2015
http://www.webmarketinggroup.co.uk/blog/30-point-technical-seo-checklist/
http://www.webmarketinggroup.co.uk/free-seo-audit/

16. The next big algorithm update?.............
April 2015

17. Mobile algorithm today?
April 2015
30% of todays attendees are running
non mobile optimised web sites
Prediction - mobile ranking and mobile
traffic drops
The other 70%
Prediction - mobile ranking and mobile
traffic increases

18. Study of our 146 clients
April 2015
https://www.google.com/webmasters/tools/mobile-friendly/

19. Trends:
• Slow down of large algorithm updates
• Integration into the live algorithm
• Businesses reacting by increasing their
investment into proactive rather than reactive
work:
I. Continual link auditing (care for your link profile like
you do your customers)
II. Continual technical auditing (mobile/architecture)
April 2015

20. Thank you
Ian Lloyd
@ilfloyd