Be More Punk. F**K The Experts

Online Marketing Consultant en Boom Online Marketing
9 de Feb de 2018
Be More Punk. F**K The Experts
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Be More Punk. F**K The Experts

Notas del editor

  1. Why are we here today? Gain knowledge and learn something? Make some industry friends? Get some free food? We all work in digital and we are working towards the same goals or, at least, we should be.. What are those goals?
  2. Don't trust me. 
  3. Don't trust me. 
  4. Or Ian. 
  5. Or Patrick. 
  6. Or Rand. He hasnt done SEO for years. 
  7. Or Neil Patel.  He just plain doesnt have a clue. 
  8. But don't listen to me.  Or them. 
  9. I know this guy and this guy haven both said don't listen to experts. So I don't want to align myself with them (Gove and Trump). 
  10. I know this guy and this guy haven both said don't listen to experts. So I don't want to align myself with them (Gove and Trump). 
  11. Anyway, we shouldn't listen to them because of expertise. We shouldn't listen to them cos they are idiots…. #political
  12. Dave Trott taught me about experts. If you don't know who Dave Trott is he’s an ad guy. A very good one.  He came up with this:
  13. Dave Trott taught me about experts. If you don't know who Dave Trott is hes an ad guy. A very good one.  He came up with this:
  14. Dave Trott taught me about experts. If you don't know who Dave Trott is hes an ad guy. A very good one.  He came up with this:
  15. Pepsi's  "Lipsmackinthirstquenchin"
  16. Toshibas "Hello Tosh Got A New Toshiba?"
  17. He also likes to remind people that the Ploughman’s lunch was a 1960s marketing campaign for British Cheese. 
  18. He has written a few things on the subject - you can find them here. I'm going to take one line from one of the articles. 
  19. "People only listen to experts because it saves them having to take responsibility when things go wrong."  So don't listen ‘cos we don't know what we are talking about. Just don't take what we say at face value. 
  20. Take control of your own work. Don’t hide behind the experts.
  21. Take control of your own work.  Test your own stuff.  This is how PPC and CRO work. Hypothesise, test, get results, change and start over again.  For those of you that have been before you probably know that I have a bit of a format. Tell some stories, take the piss out of someone. Then share tools or processes of tips for getting shit done quicker, easier or smoother. There’s a problem though…
  22. I had no idea whether any of this would work – and a lot of the time that’s what marketing is about – not just digital. We don’t know what will work. What worked last time might not work again. What worked in niche x might not work again. I’ve worked on things within certain parts of a site that worked for one section and not another.
  23. And when I say I want to talk about on page – this is the SEO that anyone can do.
  24. None of it is rocket science - you don’t have to be afraid of it. You don’t need to learn loads of technical stuff. If you wanna work on that kind of stuff you want to look at this.
  25. None of it is rocket science - you don’t have to be afraid of it. You don’t need to learn loads of technical stuff. If you wanna work on that kind of stuff you want to look at this.
  26. None of it is rocket science - you don’t have to be afraid of it. You don’t need to learn loads of technical stuff. If you wanna work on that kind of stuff you want to look at this.
  27. None of it is rocket science - you don’t have to be afraid of it. You don’t need to learn loads of technical stuff. If you wanna work on that kind of stuff you want to look at this.
  28. Distilled recently launched this. They are on the road pimping it out at every possible opportunity with very, very similar presentations.  They are pretty good.  The tool looks good.  Buts it is prohibitively expensive.  We can't even afford it for our massive multi-billion pound clients. 
  29. And this is where things can get confusing. This first stuff is from SEMrush – they use their data so the results are skewed by that. They set the world alight with direct traffic being the top ranking organic ranking factor. Hmm. The second is from branded3 - they asked their consultant and compared against other studies – a more human approach gave a more human set of results. Moz sell tools and built their toolset on a link tool – oh look that’s the top ranking factor. Searchmetrics pulls together more information.
  30. Then we have best practice guides. This is what everyone does. The web changes. Sites change. Google changes. Yesterdays best practice could be defunct tomorrow.
  31. I didn’t reference any article to do it. I went by what I have remembered from articles I’ve read and conferences I had been to. Sure I have knowledge from other campaigns - but don’t forget I’m one of those experts that isn’t doing all day. I might be doing boring managerial shit for half it.
  32. All experiments are based on things I read (but didn’t re-read) and then trying to work out what was best for this set of searches.
  33. All experiments are based on things I read (but didn’t re-read) and then trying to work out what was best for this set of searches.
  34. 29/12/2017 Gathered Google Analytics data Gathered Google Search Console data Ran SEMrush On-Page Checker Took Screenshots Gathered keyword data from several tools Ranking snapshots on SEMrush, tagged Set up test with sanitycheck Added a new Meta Description 
  35. 03/01/2017 Added new Title Tag to focus on some of the higher volume keywords  - including bringing meet the team to the start, adding examples, staff and bios Adjusted <h2> Tags's to match the bigger volume  Fetched as Google and requested indexing  Reindexed 10 minutes later
  36. 04/01/2018 Added last updated code to Wordpress
  37. 05/01/2018 Added a dozen new examples Moved the old ones to the bottom Added semantically related headings in Added 2 videos and 14 new images  Fetched as Google and requested indexing  Re-indexed in 3 minutes
  38. 08/01/2018 Added jump links
  39. 09/01/2018 Added questions and templates section Added numbers to the 10 new sites featured Added 2 resources Resubmitted to Google 
  40. 15/01/2018 Optimised using TF*IDF Resubmitted via Google Indexed 4 minutes later
  41. 16/01/2018 added text link to footer with targeted anchor text resubmitted to google  - that page and direct links indexed one minute later 
  42. 23/01/2018 added exact mentions for as many keyword that were ranking between 11 and 20  tagged the ones that made sense up in semrush resubmitted  indexed 2 minutes later  added "the best" to the start of the Title Tag (as per semrush suggestion) and + to the end (for snippet and then CTR) resubmitted google refused to bow down to my testing  then 404'd it indexed hour and half LATER
  43. 25/01/2018 Rejigged the headers to make sure that they were <h2> Tags like the featured snippet page Resubmitted Indexed within 2 minutes