introduction to seo themediaflow workshop digital marketing summit southampton

INTRODUCTION TO TECHNICAL SEODigital Marketing Summit - Southampton

Dimitris ZotostheMediaFlow

LET’S MEET

DEFINITION OF SEO

FOOTBALL QUIZ

WHICH TEAM GETS THE HIGHEST/LOWEST

AVG MONTHLY SEARCHES?

● PORTSMOUTH FC● SOUTHAMPTON FC● AFC BOURNEMOUTH

Portsmouth Relegated ?

Bournemouth Promoted ?

NEWS QUIZ

BREXIT VS POKEMON

HARD POKEMON

SEO VS PPC

Whaaat ?

SEARCH & BUSINESS OBJECTIVES

WHEN YOU SEARCH

THE INDEXED PART OF THE WEB

THE INDEXED PART OF THE WEB

HOW SEARCH WORKS

CRAWL INDEX RANK

FETCH. THEN, FOLLOW THE LINKS

CRAWL

Crawling is the process by which Googlebot discovers new and updated pages to be added

to the Google index.

KEYWORDS ARE ELEMENTS

BUT NOT THE WHOLE STORY

SlazengerNike New Balance

SlazengerNike New Balance

Sports Brand?

SlazengerNike New Balance

Sports Brand?

Are shoes included in the product list?

SlazengerNike New Balance

Sports Brand?

Are shoes included in the product list?

Men’s shoes?

SlazengerNike New Balance

Sports Brand?

Are shoes included in the product list?

Tennis shoes?

Men’s shoes?

THE USER EXPERIENCE = KING

ELEMENTS CONSIDER

ARCHITECTURE

example.com/tools/hammers/a-great-hammer

example.com/tools-hammers-a-great-hammer

WILL RESPOND TO: WHAT TYPE/FORMAT

OF CONTENT? HOW MANY PAGES? LINK

STRUCTURE

ARCHITECTURE

AND

USABILITY

SPEED

ERROR HANDLING

MOBILE RENDERING

PURCHASE FUNNEL

FOLLOW LINKS

ORGANISING INFORMATION BY INDEXING

RANK (SERVE)

RANK

Is the content relevant?

RANK

Is the content relevant?

RANK

RANK

18 Million Results

0.35 seconds

RANK

Is the keyword in the title of the document?

RANK

Is the keyword in the title of the document?

Every day, millions of useless spam pages are created. Google fights spam through a

combination of computer algorithms and manual reviews.

SO IF YOU’RE THINKING OF: LINK BUILDING, KEYWORD STUFFING, DOORWAY PAGES,

CLOAKING, HIDDEN CONTENT...

CAN WE MONITOR KEYWORD RANKINGS?

A reference number from the analysis of top one million keywords twice a week per market, taking into

consideration rankings (top 100), search volume and the estimated CTR of the given ranking positions.

IS IT ACCURATE?

HANDY TOOLS IN ACTION

LET’S DISCUSS

RESOURCES

● https://support.google.com/webmasters/answer/35769?hl=en● https://support.google.com/webmasters#topic=3309469● https://static.googleusercontent.com/media/www.google.com/en//web

masters/docs/search-engine-optimization-starter-guide.pdf● https://moz.com/beginners-guide-to-seo● https://webmasters.googleblog.com/● http://www.searchmetrics.com/knowledge-base/ranking-factors/● https://www.sistrix.com/blog/● https://www.semrush.com/blog/ ● https://www.authoritas.com/category/seoin2020/● http://www.webseoanalytics.com/blog/

Thank you.

@dimitriszotos

dimitris.zotos@themediaflow.com