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Blog Presentations

3 Tactics to Futureproof SEO in 2016 & beyond

This evening I had the pleasure of presenting on a Linkdex SEONow webinar alongside Chris Hart and Danny Goodwin.

The topic of the session was SEO insights for 2016, following on from the blog post that I contributed to back in late December.

Below are the slides that I presented to a great audience, followed by some good discussion with Chris and Danny. I have also included the video of the webinar at the top of the page.


On upload to Slideshare it seems as if some of the slides have become blurred. If you would like them, get in touch direct.

FULL WRITE UP TO COME SOON

Audience Questions:

Q: Personal assistants – is it just relevant for B2C or also for B2B?

Dan: I think this very much depends on your audience. However, unless there is considerable cost associated to your implementation why wouldn’t you do it? As more people use personal assistants (it’s growing) and search using mobile, the smarter this applications will become and start to automate what you see. As I mentioned in the presentation, I never actually set the app to being in any of the content shown, but it was based on my search preferences across all my devices. This does require you to be signed into Google, or other but when are you not?

Q: Is Google clever enough to know my site is responsive via a fluid layout (i.e., I don’t have a dedicated mobile site)? Is that OK?

Dan: Yes. There are three ways that Google has indicated that they see mobile websites, and I would suggest that this fits within the responsive category although I am speculating based on the question. The three formats that Google have provided are shown below:

  • Responsive design <— Google recommended
  • Dynamic Serving
  • Separate URL (m.)

To help determine whether Google classes your website as mobile-friendly, you can check the following tools:

Q: What about keywords, what are the changes around keyword usage and optimization? How to look at keyword organic traffic in the semantic search era? How to optimize for semantic search?

Dan: You should be optimizing around topics and not just individual keywords. Similar to how in AdWords you would build a list of keywords for a particular ad group. This set of keywords then allow you to create content around a topic that provides your user with more detailed information. These topics should then be used as part of your content strategy, which will identify which content should be used at each stage of the buying cycle

Q: Backlinks – which are the best practices about link building and using anchor text in 2016?

Dan: You want to increase the number of backinks your website gets? Build great content or digital assets that are worth linking to.

(For a more detailed discussion about links, listen to the webinar.)

Q: You mentioned schemas for search engines. Can you explain a little further?

Dan: Search engines read content on the pages, but it doesn’t necessarily give any context as what it is. The Hummingbird update and schema has helped search engines to get more clarity to what is being displayed. Schemas for search engines can be used in multiple different ways HTML5 & JSON-LD just two that I mentioned, and are snippets of code that surround specific parts of your website content.

A very simple example would be pricing. You’d wrap the price of your product in schema, which will be picked up by search engines and likely displayed within the search engine result pages.

There are many resources on schema, but the two that I always point to are:

If you’re looking for information or testing tools on implementation, then I would recommend the following:

Q: Does Google use as ranking signal – when visitors keep coming back to your website?

Dan: On an ongoing basis? Then I would say no. However, if a sudden surge of people were searching for a specific website using a certain query then I’d expect and have seen a short term increase in rankings for that website.

I have seen some experiments that Rand over at Moz has conducted where he has sent a lot of social traffic to a certain search phrase and then select a specific website. This has then seen an increase in position for that term, although on a very temporary basis.

Q: About AMP pages, we have LTE as standard offer so we have fast connection in here Vienna, anyway connections are getting faster and faster so why do we need AMP? As I understand AMP will look like page from ’90s.

Dan: Google will continue to provide resources to improve websites as part of their mission to improve the web. This doesn’t however mean that it is something that you need to implement if you think that your website speed is good enough.

Michael King has written a very good post on improving site speed by using one piece of code

Q: Do you have any optimization tips for industries that are very competitive, but quite conservative and regulated when it comes to their content?

Dan: If you do decide to go down building a content platform for your brand, understand that it takes time to gain traction. Put everything that you have into and you keep going so that it is a success. It’s easy to get down about the traction you are gaining, but just keep going!

This Econsultancy post provides some information on ideas for the finance industry.

Q: One of my clients has a blog post that’s gotten more traffic than others, and I want to reuse it. Is it accurate that Google doesn’t like content that looks like a copy/repeat of something else? So if I make a few changes to update it, does that mean I should delete the previous (original) post so it doesn’t look like a copy?

Dan: Many different ways that this can be handled. I’d suggest that you check out the webinar for more in-depth responses but in short:

  • Republishing isn’t an issue if it’s valid and useful.
  • If you copy it to another URL then you’d want to implement canonical tags.
  • When creating content think about whether it can be used again, will it be evergreen. Then you can really think about the URLs that you are using.
  • Check the webinar. 🙂

I’d love to hear your thoughts on the presentation in the comments below or as usual over on twitter @danielbianchini.

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Blog Presentations

Outreach Digital – The Changing World of SEO

Last night I was invited to present at the Outreach Digital event held at WeWork in Soho. During my talk I discussed the changing world of SEO and how recent alogirthm changes have had a major affect on the landscape and how we conduct our work. From here I provided 7 tips that helped those looking to stay out of harms way and build longterm organic growth for their business.

It was a lot of fun, with a great audience. I hope to be able to speak there in the future. If you couldn’t make it, then please see the slides below.

If you liked the presentation and want to stay in touch, please sign-up for my newsletter!

If anyone has any more photos from the event I would love for you to send them to me so that I can feature them below. You can send them to me[@]danielbianchini[.]co[.]uk

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Blog Presentations

The Changing World of SEO & 7 Tips to Stay Ahead

This post was first featured on White.net

Last night I had the pleasure of speaking at the first Optimise Oxford alongside Ned Poulter and Jono Alderson. Below are the slides that I presented along with a brief summary of it.

SEO isn’t dead, it’s evolving!

For several years we have been hearing that SEO is dead, and I do get a little fed up of it. SEO isn’t dying, it’s evolving. It’s growing up, we are becoming a more mature industry that is looking for long term growth, not short term results that lead to failure.

89 major algorithm updates in 4 years

Since the start of 2011 Google has released 89 major updates to it’s algorithm with the aim of improving the results provided to the user. These updates include the following:

Panda

First released in February 2011, there has been over 29 recorded updates to the Panda algorithm. The initial update affected 12% of english speaking search queries worldwide, and led to well known brands suffering.

Panda cracked down on websites with thin content, content farms and high ad-to-content ratio. Businesses such as eHow were hugely effected, taking traffic levels down to 10s of thousands from 100s of thousands.

Penguin

First hit in April 2012, the Penguin update aimed at reducing many spam factors and affected an estimated 3.1% of English queries.
Those websites that were keyword stuffing, participating in link schemes, cloaking and had lots of duplicate content were penalised.
During this time, people also started to receive manual link notifications through Google Webmaster Tools (now Google Search Console). If you received these messages you were either going to be or were handed a manual penalty.

Hummingbird

The first major rewrite of Google’s algorithm since ‘Caffeine’, Hummingbird was created to provided more meaning behind the search queries.

This change allowed more focus on understanding the billions of pages that are currently indexed through data markup and the expanded knowledge graph.

Pigeon

The Pigeon update focussed on looking at more useful, relevant and accurate search results.

This update bought the local ranking factors more in line with the traditional ranking factors. However, this update has made significant changes to the maps, location parameters and the local pack.

Mobile

First announced in February, #Mobilegeddon launched on the 21st April 2015. With Google putting more emphasis on mobile users, the new mobile index put more weight on those websites that were mobile friendly.

This shouldn’t have been a major surprise to the majority of us, with over 2 billion smart phones used globally.
Although marketed as a huge change for the industry, the results were significantly lower than expected with only 4% of change recorded.

7 tips to stay ahead

Think like a brand

Regardless of the size of your business, you are a brand. So start thinking like one.
This can be done in a number of different ways including:

  • Dominating page one of brand searches
  • Encourage online reviews
  • Register social media profiles
  • Look after local search

Understand your audience

If you don’t know your audience type, then how can you market to them?
Using a mixture of surveys, persona information, social media and keyword research, you should be able to get a good understanding of who they are, and what they like.

Once you know this you can start to create marketing decisions based on user information.

Create content for each stage of the buying cycle

Content is an important part of any marketing plan. One key aspect from a search perspective is the user lands on the correct page for the search query that they have entered.

Although not easy, this can be done by understanding the intent behind the search and producing the correct content asset for that search. At White, we utilise the user journey flow below to identify the correct piece of content for each stage of the buying cycle.

This provides an easy to reference guide to what content is required based on the user’s intent.

Optimise Presentation Oct 15 17 - Slides7

Think about mobile

Mobile is more important than ever, and should be considered a must for your business. Although conversion continues to be higher through desktop, mobiles are a huge part of the research stage and are being used on the commute to work and in the evenings.

To check whether your website complies to the mobile requirements set out by Google, please visit the mobile friendly tool they have provided.

Invest in the marketing mix, not just SEO

It’s key that you supplement your SEO efforts with alternative marketing initiatives. You may create some really great content for your SEO campaign, but to get the very best results you should market it across all channels.

Methods such as email are still considered one of the best forms of marketing if you can get it right. Due to platforms such as MailChimp, email marketing has become an easy, yet cheap way of engaging with your audience.

Build for long term growth, not short term

People continue to want results now! That is the world that we live in, but we need to educate stakeholders that consistent and long term growth is a better way of building a business, than instant short term returns.

This means creating the right strategy, employing the right people, building and engaging with the right audience. This all takes time, but it will pay off with long term success, and not falling foul of search engine guidelines.

Categories
Blog Presentations

11 Actionable SEO Tips and Tricks You Can Use Today!

Categories
Blog Presentations

4 steps to building a data-driven strategy [Presentation]

This post was originally published on White.net

On Monday 24th November, I gave a presentation on building a data-driven strategy at White Exchange.

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Blog Presentations

Operational SEO – Insights into running an SEO Department

Operational SEO – Insights into running an SEO Department from Daniel Bianchini
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Blog Presentations

Evolution of search – White Exchange 2013

Evolution of search – White Exchange 2013 from Daniel Bianchini
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Blog Events Presentations

Technical, Content and Local SEO – ionSearch

On Wednesday 18th April I spoke on an SEO panel at the very first ionSearch conference along with Stu Owens (Bloom Agency), Jonathan Alderson (TwentySix) & John Hickling (BlueClaw). The panel discussed eCommerce SEO, with the audience asking questions specific to the issues that they are facing.

During the session, Stu, John and I each gave a quick presentation on different areas of eCommerce SEO including Link Building, Technical and Local.

I have included my presentation below for those of you that were unable to attend the conference. The event was enjoyable, and I am hoping that I will be asked back to speak in the main auditorium at the next event in April 2013.

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Blog Presentations

SEO Promotion in Online Marketing [Presentation]

On the 6th December 2010 I was asked to speak at Oxford Brookes University to a class studying for their Master’s in Business.

The presentation focused around using SEO as part of an online marketing campaign. Please find the slides below.