2017 SEO updates webinar - Smart insights and Matt Janaway
Post on 22-Jan-2018
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Free Webinar: SEO Updates 2017
We’ll be discussing some often-overlooked ways to optimise your website. These tips include repurposing content using new keyword data, ideas for creative link building and tips on targeting new long tail keywords
About me
Matt JanawayCEO
Marketing Labs
Matt is the CEO of Marketing Labs. He started his career journey during the mid-2000’s internet retailing boom by developing 10+ eCommerce stores.
• 14+ years of SEO experience• Specialising in eCommerce growth• Developed sophisticated link-building process• Prominent SEO influencer
Agenda
oRecent algorithm changesoCreative link building techniquesoUsing keyword data to repurpose website content
Recent algorithm changes
In reality, most of these changes have very little impact on search results and rankings. However, here are two of the latest algorithm updates you need to act on:
o Fredo Intrusive Interstitial
Google update their algorithm all the time
Fred algorithm update
With:o Low quality or recycled contento Low quality pageso Excessive adverts on the pageo Obvious affiliate outbound linkso Unnatural link profile
Targets low quality websites
Intrusive interstitial algorithm update
o Easy to closeo Minimal UX impacto Folds above content, instead of overo Only takes up a small proportion of screen
Example of non-intrusive pop-up
Tactics you might not have considered
In 2017, link building still remains one of the most important search engine ranking factors. Quality and relevancy is more important than ever.
o Links from your own networko Controversial content
Forget the hype. Link building is not dead!
Building links using your own business network
Link types:o Testimonialso Case studieso Product supplierso Business awardso Local partnerso Service providers
Utilise your existing relationships
Create controversial content
Think about the following:o Write content that is against the graino Annoy a group of peopleo Try to be funny (carefully)o Backup your content with research/datao Write about the “White Elephants”
Interesting content attracts links
How to improve your content for search
Don’t forget about your old content. Use your data to find long tail keywords receiving impressions and adjust your content accordingly.
o Search console datao How to best implement changes
Use data to boost rankings
Using Search Console data
How to:1. Log into search console2. Click ‘search traffic’3. Click ‘search analytics’4. Tick ‘impressions’5. Change date range to 12 months6. Find unexpected queries7. Check your SERP for the query8. Fine-tune the page!
Analyse impressions to find opportunities
How to fine-tune using your new data
o Check search terms for cannibalisationo Add a new title & paragraph for the keyword/phraseo Add an image with descriptive ALT texto Can it fit into the page title?o Utilise old pages for internal linkso Remember to track the search position
Search queries with few clicks but high impressions offer untapped SEO opportunities & creates ‘freshness’
Summary
1. Google update their algorithms daily2. Work on your low quality pages3. Limit UX disruptions (test, test, test!)4. Utilise your own network for links5. Don’t be afraid to go against the grain6. Forget about keyword tools, you have all
the data you need to improve rankings.7. Remember the value of your older content
If you need expert help growing your business, visit:
marketinglabs.co.uk
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