Reykjavik Internet Marketing Conference, 12th February 2016 The Past, Present & Future of SEO

1. The Past, Present & Future
of SEO
DAVID NAYLOR

2. • Founded Bronco in 2003 (started working in SEO 1996)
• I’m SEO Strategist
• My special skillset is Technical SEO On Page / Server
• I love Finding Solutions and Breaking Things
• Invited to help Google
and Bing
• Worked with International
corporations through to
self funded entrepreneurs
DAVID NAYLOR

3. Let’s Roll Back

4. Year 2000 - and we are over the millennium bug
OPIC scores and Links are all you
need, Google Launches it’s Toolbar.
We can pick high valued links in
Googles eyes and it’s a
win for SEO
We actually go another 2 years before
Google does anything

5. Google started updating it’s core:
Boston, Cassandra, Dominic, Esmeralda, Fritz,
Florida, Austin, Brandy, Nofollow,
Bourbon, Jagger…........
Big Daddy - infrastructure changes
Universal Search — May 2007
- SEO’s are still winning
2002 The war started!

6. 2011

7. Google started directly targeting :
- Thin & duplicate content pages
- High ad to content ratio
- Content farms
- Over optimised link profiles
- Poor quality, unnatural links
February 23rd 2011

10. 2013

11.  The year of clean ups, reinclusions, recoveries and
rebuilds
 A year of unnatural link warnings, WMT’s messages,
manual penalties and disavow files
 Huge amount of sites still penalised and struggling
 More and more needing a full clean up and strip back
2013

12.  Unnatural link warnings released mid May
followed by Manual partial penalties – can do
clean up & reinclusion requests
 Big Penguin hits – 23/5/13 – Algorithmic -
can’t do reinclusion
May 2013 drops – 2 types

13.  Extending User privacy data – 100%
“not provided” in Google Analytics
Ongoing updates
 Hummingbird
algorithm to “return
better results” pushing
hard for original,
high-quality content

14. Brands start to win
"Brands are the solution, not the problem," Mr. Schmidt
said.
"Brands are how you sort out the cesspool.“

15. 2014
Old School SEO is dead –
Natural SEO through PR

16. • Long Form Content –
Good onpage, infrastructure, good content,
relevancy for Google, relevancy for users,
good internal linkage
 Editorial links –
PR is part of the overall SEO campaign
 Brand –
It is the fastest way to build a brand and
become a brand
2014 SEO

17.  Demonstrating thought leadership (white papers)
 Regular and consistent media engagement
 Demonstrating innovation and “first to market”
 Reacting to industry milestones and movements
Are you distinct and recognisable within your sector?
Need a joined up approach
Creating a Brand - PR

19. What Does it Take?

20.  Interesting?
 Controversial?
 Thought provoking?
So what does it take? Is it…
 Engaging?
 Thorough?
 Data driven?
Its all about the angle, but how
can you get proper coverage in
the press?

21. New research by an online travel agency in the UK has revealed that
Iceland has overtaken Italy to become the most popular destination for
Valentine's Day breaks in 2016. Other popular location choices this year
for the romantic time of year include Germany, The Netherlands and Spain.
France did not feature in the top 10 list of places couples from the UK
would be spending Valentine's Day.
Iceland Overtakes Italy As Most Popular Valentine's
Location

22.  Most important thing – a good angle will get pick
up
 Roladex PR is dead – media is
powered by freelance journalists
 A good angle won’t be ignored if
the journo has never met
you before
It’s all About the Angle

23. • Forge new relationships with journalists via
social media
• Twitter is a great platform for finding potential
opportunities #journorequest #prrequest
• Act fast – Less than 20 minutes to respond to a
journo request
The Power of Social

24. So it’s 2016

25. Panda — February 23, 2011
We have had 30 PANDA updates (and multiple times
where Google have said it would be rolling into core)
Penguin — April 24, 2012
We have had 7 updates
Presently
Long Form Content
Editorial links
Brand
2016

26. Localised
Google is looking to offer the user more and more
Local results ( even for non local terms )
Mobile
Will kill organic search results
Speed
Google will push AMP really hard
2016

27. RankBrain - machine-learning artificial
intelligence system
what if :
Hummingbird contains parts of other
Algos, such as Panda, Penguin
and payday fight spam, Pigeon for local
results, top heavy ad-heavy pages,
mobile friendly and pirate copyright
infringement.
2016

28. Thanks for listening
Any Questions?
@davenaylor
bronco.co.uk