Digital marketing trends

April 2015Ian LloydDirector of Digital@ilfloyd

• Digital• Organic Search• Trends• Risks• Actions

April 2015

Where does your web site traffic derive from?

April 2015

Fundamentals of SEO

April 2015

April 2015

What is Google doing?

April 2015

Updates slowing

Last 2 years average over 1 major update a month

What is Google doing?

April 2015

Reduction of Panda

Increase of ‘unknown’

Authority steady

Be prepared for Panda and

Authority (link) updates to be

integrated into the live algorithm

April 2015

What can go wrong if you're

negatively affected?

Penguin = unnatural, spammy

link profile

Panda = low quality content, thin

pages, duplicate content

April 2015

Penguin 3, Oct 2014 – Yell.com

April 2015

Visibility drop of 20%

Penguin 3.1 – Motors.co.uk

April 2015

Visibility drop of 20%

Panda – Ask.com

April 2015

Visibility drop of 75%

How can I mitigate for these

issues?

April 2015

Link auditing:

April 2015

Download & Sort

Disavow

Crawl 1

Crawl 2

Link Removal Team

Data Collection

AnalystManual Review

Dead LinksLive Links

Crawl

Technical Auditing:

April 2015

http://www.webmarketinggroup.co.uk/blog/30-point-technical-seo-checklist/

http://www.webmarketinggroup.co.uk/free-seo-audit/

The next big algorithm update?.............

April 2015

Mobile algorithm today?

April 2015

30% of todays attendees are running

non mobile optimised web sites

Prediction - mobile ranking and mobile

traffic drops

The other 70%

Prediction - mobile ranking and mobile

traffic increases

Study of our 146 clients

April 2015

https://www.google.com/webmasters/tools/mobile-friendly/

Trends:• Slow down of large algorithm updates

• Integration into the live algorithm

• Businesses reacting by increasing their

investment into proactive rather than reactive

work:I. Continual link auditing (care for your link profile like

you do your customers)

II. Continual technical auditing (mobile/architecture)

April 2015

Thank you

Ian Lloyd@ilfloyd