introduction to seo themediaflow workshop digital marketing summit southampton
TRANSCRIPT
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/
