Josh Mendelowitz works as an SEO Marketing Manager at Refinitiv where he leads the in-house SEO team. Refinitiv, formerly the Financial and Risk business of Thomson Reuters, is a leading global financial data provider worth over $6 billion. Josh has worked in Digital and SEO for around 4 years and helped lead the SEO strategy for the Refinitiv site migration from Thomson Reuters to refinitiv.com. This strategy was recently awarded Gold and Best Overall Winner at the UK Digital Experience awards for “Best SEO Strategy". Key Points: 1. Definition of SEO - Finding your customers needs and then centering your content strategy and digital marketing around how you can meet those needs. 2. Site speed is more important than ever - core web vitals: page loading, how long it takes for the site to be interactive, how stable is the site 3. Technical SEO is a critical first step - Focus on ways to minimise critical errors and have governance mechanisms in place to stop you from making the same mistakes. 4. Expertise - Authority - Trustworthiness (EAT) Make your content crawlable, relevant and easy to navigate. 5. Drive users to a specific place further down the sales funnel using CTA links in Press Releases and Blogs. 6. SEO should be central to your content strategy - validate early and often and put work into keyword research.

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Introduction
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4. What is SEO?

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8. SEO Is Changing

9. Web = Internet + HypterText
Sir Tim Berners-Lee
The key to HyperText is links All information is now linked
When everything is linked, how do you make sense of anything?
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10. Yahoo and AOL fail to make sense of exponential web content
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11. Google’s Mission: Organize the world’s information and make it universally accessible and useful
Google’s algorithmic approach to web content is far superior
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Starting around 2010, Google began updating its algorithm to penalize black hat tactics
• In the early 2000s, people caught on to Google’s
power and began manipulating web content to
appear at the top of Google.
• These early SEO tactics include keyword stuffing
content, adding irrelevant meta keyword tags and
adding spammy backlinks to web pages.
• Google quickly caught on to these tactics and in
the 2010s began penalizing those using “black hat”
tactics. At this point, SEO strategies begin to
evolve.
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Google improves it Natural Language Processing (NLP) capabilities
Google is now incorporating BERT (Bidirectional
Encoder Representations from Transformers) into its
algorithm, which will massively improve its NLP
capabilities.
For example, if you were to ask Google “Can you
make and receive calls in airplane mode?” They
would usually respond with a snippet from an article
to answer the question. With BERT capabilities, they
can better understand the question and just answer
“No.”
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Google announced the Core Web Vitals as critical to rankings
As mobile has overtaken desktop in web usage,
Google has placed increasing importance on the need
for fast site speed. A slow site can severely impact
user experience and ultimately, your performance.
Google announced the Core Web Vitals as key
metrics that are used to determine page speed
scores. Good web vitals are key to rankings and
performance.
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Web content is getting increasingly competitive
Web content is in growth mode
There are over 60 billion web pages in Google’s
index. Over 80% of web content has been published
in the last two years. Competing in SEO has never
been more competitive.
Yet, over 90% of online purchases still begin with a
search. So SEO is as important a channel as ever
before.
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Google starts filling search results with “SERP”
features that enhance search results with engaging
visuals and rich results. For example:
• Knowledge Panels
• Featured Snippets & Answer Boxes
• Brand logos
• Social profiles
• Twitter feeds
• Videos
• Podcasts
• News
• FAQs (Schema.org markup)
Google SERPs are getting busier
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Google’s mission has always been to “organize the
world’s information and make it universally accessible
and relevant.”
At Google’s I/O Conference in May, CEO Sundar
Pichai has said this has evolved into “building a more
helpful Google for everyone.” This sounds familiar…
Google is keeping users in its ecosystem
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As Google swallows more clicks, monopolistic concerns grow.
Google and anti-trust
As Google has dominance over global search engine
market and is continuing to keep traffic in its own
ecosystem, there are growing anti-trust concerns
about what that means for competition.
This has also led to speculation that other tech
companies, such as Apple, could try to challenge
Google in Search.
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20. SEO Strategy

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22. • Brand terms provide an easy
opportunity to capture significant
organic traffic for users who are already
aware of your brand and want to learn
more.
• Leverage Google My Business and
claim Knowledge Panels in order to
influence the search engine results
page to make it more visually engaging
and appealing
• Brand content, author pages and
product reviews can help establish your
expertise, authority and trust (EAT),
especially for YMYL pages.
• Dedicate individual landing pages for
your top generic keywords. SEO is
too competitive, and one page will
rarely be able to effectively target
multiple top terms.
• Find generic terms that are closely
tied to your business and answer
users’ queries directly in order to
gain a featured snippet. Featured
snippets improve CTR significantly.
• Make sure your content is unique,
engaging and visually appealing as
you will require both internal and
external links in order to rank.
• Build your entire site information
architecture around SEO research.
Use customer search patterns to
determine the semantic relationship
between content.
• Make your site architecture deep
enough so that Google can
understand the relationship between
pages but shallow enough, so it is
easy to crawl.
• Ensure that your site structure is
future-proof as migrating and
redirecting pages is messy and
should be avoided when possible.
• Align your content and target
keywords to the user journey. Use
long-tail keywords for top-of-funnel
pages. Use short, focused keywords
for bottom-of-funnel pages.
• Always drive a user to a clear and
concise next step with call-to-actions
that move them down the sales
funnel from awareness to ready-to-
purchase.
• Link down the sales funnel so that
your money pages have the most
links pointing to them and fewest
links pointing away.
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Reactive
Content
Evergreen
Content
• Content hubs
• White papers
• Special reports
• How-to guides
• Expert talks
• Case studies
Key features of link-worthy
web content
• News articles
• Blog posts
• Video series
• Livestreams
• Webinars
• Newsletters
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Use a single, unified digital ecosystem for an effective SEO strategy
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26. SEO Tactics & Tips

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34. Future of SEO -
Schema, Video & Voice

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Leverage audio content to make your content available on smart speakers
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Overview:
1. After Google, YouTube is the second largest search engine with an
average of 1.9 billion people accessing YouTube every month
2. 30 million daily active YouTube users
3. Mobile devices make up 70% of YouTube watch time
4. YouTube consumers view over 1 billion hours of content every day
4. Over 500 hours of content is uploaded every minute
5. 44% of users viewed an online video prior to making a purchase
YouTube is the
world’s second
largest search engine
Make sure your videos are easy to find on YouTube and in Google.
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38. Thank you