2017 SEO updates webinar - Smart insights and Matt Janaway

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

Smart Insights resources to help your SEO

Plus check our Quick Win guide + template

What works for us… cutting through on the SERPS

What works for us… cutting through on the SERPS

Write long-form for multiple queries (B2B)

Check search console for what works and build on

Check the Mozcast SERPs features

Check the Mozcast SERPs features

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

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

Creative link building techniques

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

Controversial content example

Using keyword data to repurpose your website content

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

Here’s an example of our data

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’

The results?

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

Call to actionSmart Insights Link or recommended guide

Thank you for listeningAny Questions?