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A look at the future of SEO by leading expert David Naylor
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THE COMPREHENSIVE GUIDE TO SEO IN 2014
• Challenging times ahead as Google continues to develop and take action against websites
• Battle to compete in markets against guideline breakers continues to evolve
• Mission to comply with Google Guidelines made harder as website owners become scared to link/attribute credit
• Confusion continues surrounding Google – No clarity, just generic answers
SEO 2014 - Fight or Flee
THE YEARS OF GOOGLE CHANGE
Google make more than 500 algorithm changes a year
Google Panda and Penguin continued to operate and became more frequent
More Webmaster Tools Transparency
Introduction of localised search queries
Google Hummingbird created Aug 20th 2013
GOOGLE 2011-13 YEARS OF CHANGE
WAS 2013 THE DEATH OF BLACKHAT SEO?
2013?
BlackHat
Blackhat techniques are still very clear within the SERPs
Some organic rankings dominated by spammy, hacked and low quality websites
Google algorithms failing to auto-detect, meaning that manual clean ups are needed
Google takes out one Blackhat scheme as another is being created – Leaving them 1 step behind
DID BLACKHAT SEO DIE IN 2013?
Examples
Anglo Rank – Blackhat SEO LinkNetwork Found and Eliminated
In 2014
Bishop of WhitbyRanking #10 “Payday Loans”
Fashion Designer Roberto Cavalli Promoting Online Casinos?
Ranking #8 “best online casinos”
Link Networks In Large Scale UsageLink Networks
SEO 2014 – IS SEO STILL RELEVANT?
SEO
Broad definition of SEO means many don’t fully understand what SEO really is
On-page Optimisation will always be relevant
Off-page Optimisation is still needed, although it has evolved
Backlinks still a major part of SEO, although rankings are based on more than just links – A wider process needed
IS SEO STILL RELEVANT IN 2014?
SEO IS CHANGING WITHDIVERSITY THE KEY
Elements of website creation need to work together to gain strong, more solid rankings within the organic results
Backlinks are still needed but form part of a wider requirement in what Google are looking for
Social exposure, strong page mark-up and a strong Brand presence needed
Quality over quantity in all aspects
SEO – DIVERSITY THE KEY
SEARCH ENGINES – BIGGER, STRONGER & FASTER
Google make no secret of their love for fresh and unique content
Enhancing technology will allow search engines to become faster at auto-detection of low quality websites and providing website information to site owners
The speed of de-indexation within the search engines will improve and provide a better search experience for users
SEARCH ENGINES WILL DEVELOP & EVOLVE
SOCIAL & SEO
Google insist social does not have a direct correlation to better organic rankings
Google Plus already revealed not to improve ranking positions directly but small scale indirect evidence seen
A strong social presence and following allows for direct marketing of content and news to targeted markets
Avoid automating social accounts – They lack the ability to interact directly with users
SOCIAL PRESENCE & SEO
MOBILE COMPATIBILITY
Google continue to tell us to build a website that offers users an experience that they will enjoy and remember
Search engine changes and developments continue to share the same aim, make a better user experience
Look at the structure of your site and how that would interact with various visitors
Your main focus has to be to ensure that your content is available to all variations of visitor – Accommodate!
Think responsive!
DO I NEED TO BE MOBILE COMPATIBLE IN 2014?
GIVE SEARCH ENGINES WHAT THEY WANT
Create fresh and unique content regularly
Share your expertise and experience of the market your website is within
Create a brand both through your backlink profile and through social networks – Give visitors a reason to search by your brand
Stay within the Google guidelines for longer term success – Blackhat is still a short term strategy
Deliver a good user experience – Compatibility and value are key
GIVING THE SEARCH ENGINE WHAT THEY ARE LOOKING FOR
SEO IN 2014WHERE SHOULD YOU FOCUS?
Become a brand – Both socially and organically
Create a backlink profile that offers quality over quantity
Increase your market awareness – Gain PR Coverage, actively monitor your backlinks
Ensure your on-page SEO is strong – Avoid Google Panda
Be Fresh, Be Unique – Content and Innovation
Maintain and Monitor – On and Off-page SEO
WHAT TO FOCUS ON IN 2014
THANKS FOR LISTENINGwww.bronco.co.uk
@bronco + @davenaylor