Slides from the workshop "Introduction to Technical SEO" at the Digital Marketing Summit Southampton. Presented by Dimitris Zotos / http://www.themediaflow.com/

1. INTRODUCTION TO TECHNICAL SEO
Digital Marketing Summit - Southampton
Dimitris Zotos
theMediaFlow

3. LET’S MEET

4. DEFINITION OF SEO

5. FOOTBALL QUIZ

6. WHICH TEAM GETS THE HIGHEST/LOWEST
AVG MONTHLY SEARCHES?
● PORTSMOUTH FC
● SOUTHAMPTON FC
● AFC BOURNEMOUTH

9. Portsmouth
Relegated ?
Bournemouth
Promoted ?

10. NEWS QUIZ

11. BREXIT VS POKEMON

12. HARD POKEMON

13. SEO VS PPC

14. Whaaat ?

15. SEARCH & BUSINESS OBJECTIVES

16. WHEN YOU SEARCH

17. THE INDEXED PART OF THE WEB

18. THE INDEXED PART OF THE WEB

19. HOW SEARCH WORKS

20. CRAWL INDEX RANK

21. FETCH. THEN, FOLLOW THE LINKS

22. CRAWL
Crawling is the process by which Googlebot
discovers new and updated pages to be added
to the Google index.

24. KEYWORDS ARE ELEMENTS

25. BUT NOT THE WHOLE STORY

27. SlazengerNike New Balance

28. SlazengerNike New Balance
Sports Brand?

29. SlazengerNike New Balance
Sports Brand?
Are shoes included in the
product list?

30. SlazengerNike New Balance
Sports Brand?
Are shoes included in the
product list?
Men’s shoes?

31. SlazengerNike New Balance
Sports Brand?
Are shoes included in the
product list?
Tennis shoes?
Men’s shoes?

32. THE USER EXPERIENCE = KING

33. ELEMENTS CONSIDER

34. ARCHITECTURE

35. example.com/tools/hammers/a-great-hammer

36. example.com/tools-hammers-a-great-hammer

37. WILL RESPOND TO: WHAT TYPE/FORMAT
OF CONTENT? HOW MANY PAGES? LINK
STRUCTURE

38. ARCHITECTURE

39. AND

40. USABILITY
SPEED
ERROR HANDLING
MOBILE RENDERING
PURCHASE FUNNEL

41. FOLLOW LINKS

43. ORGANISING INFORMATION BY INDEXING

45. RANK (SERVE)

46. RANK
Is the content
relevant?

47. RANK
Is the content
relevant?

48. RANK

49. RANK
18 Million Results
0.35 seconds

50. RANK
Is the keyword in
the title of the
document?

51. RANK
Is the keyword in
the title of the
document?

52. Every day, millions of useless spam pages are
created. Google fights spam through a
combination of computer algorithms and
manual reviews.

53. SO IF YOU’RE THINKING OF: LINK BUILDING,
KEYWORD STUFFING, DOORWAY PAGES,
CLOAKING, HIDDEN CONTENT...

55. CAN WE MONITOR KEYWORD RANKINGS?

56. A reference number from the analysis of top one million
keywords twice a week per market, taking into
consideration rankings (top 100), search volume and the
estimated CTR of the given ranking positions.

57. IS IT ACCURATE?

58. HANDY TOOLS IN ACTION

59. LET’S DISCUSS

60. RESOURCES
● https://support.google.com/webmasters/answer/35769?hl=en
● https://support.google.com/webmasters#topic=3309469
● https://static.googleusercontent.com/media/www.google.com/en//web
masters/docs/search-engine-optimization-starter-guide.pdf
● https://moz.com/beginners-guide-to-seo
● https://webmasters.googleblog.com/
● http://www.searchmetrics.com/knowledge-base/ranking-factors/
● https://www.sistrix.com/blog/
● https://www.semrush.com/blog/
● https://www.authoritas.com/category/seoin2020/
● http://www.webseoanalytics.com/blog/

61. Thank you.
@dimitriszotos
dimitris.zotos@themediaflow.com