SlideShare uma empresa Scribd logo

State of Digital 2018 - Why SEO "Sticking Plasters" Aren't the Enemy

‱Transferir como PPTX, PDF‱
‱
Chris Green
Chris Green

Why SEO "Sticking Plasters" Aren't the Enemy (Based on - http://www.stateofdigital.com/seo-sticking-plasters-arent-enemy-perfection/) Sometimes, SEO is nothing more than getting the job done. The theory of what needs to happy to ensure a website ranks well is most often the easy part of the job, the hard part is ensuring that you have buy-in from all relevant parties to get recommendations in place. Rather than keep having your overly elaborate recommendations, reports and to-do lists ignored, Chris runs through some top tactics to ensure that recommendations are, actionable and more likely to get implemented.

Marketing
1 de 146
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Why SEO "Sticking Plasters" Aren't the Enemy State of Digital
State of Digital 8th October 2018 @chrisgreen87 strategiq.co State of Digital 8th October 2018 @chrisgreen87 strategiq.co Sometimes, SEO is nothing more than getting the job done.
State of Digital 8th October 2018 @chrisgreen87 strategiq.co It has taken me nearly seven years to confidently be able to say this
State of Digital 8th October 2018 @chrisgreen87 strategiq.co State of Digital 8th October 2018 @chrisgreen87 strategiq.co A lot of what we do is simple
State of Digital 8th October 2018 @chrisgreen87 strategiq.co It’s just the implementation which falls down.
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Why does implementation fail?
State of Digital 8th October 2018 @chrisgreen87 strategiq.co
State of Digital 8th October 2018 @chrisgreen87 strategiq.co PR(A) = (1-d) + d (PR(T1)/C(T1) + ... + PR(Tn)/C(Tn))
State of Digital 8th October 2018 @chrisgreen87 strategiq.co
State of Digital 8th October 2018 @chrisgreen87 strategiq.co All of the above?
State of Digital 8th October 2018 @chrisgreen87 strategiq.co In this talk I'll help you to embrace the SEO “sticking plasters” to get the job done
State of Digital 8th October 2018 @chrisgreen87 strategiq.co But first
State of Digital 8th October 2018 @chrisgreen87 strategiq.co State of Digital 8th October 2018 @chrisgreen87 strategiq.co A story from my early years (in SEO)
State of Digital 8th October 2018 @chrisgreen87 strategiq.co (This was me)
State of Digital 8th October 2018 @chrisgreen87 strategiq.co I “learned SEO” I did a spell in house I went agency-side I learned technical SEO My first client, my first audit I tore the site to shreds
State of Digital 8th October 2018 @chrisgreen87 strategiq.co I “learned SEO” I did a spell in house I went agency-side I learned technical SEO My first client, my first audit I tore the site to shreds
State of Digital 8th October 2018 @chrisgreen87 strategiq.co I “learned SEO” I did a spell in house I went agency-side I learned technical SEO My first client, my first audit I tore the site to shreds
State of Digital 8th October 2018 @chrisgreen87 strategiq.co I “learned SEO” I did a spell in house I went agency-side I learned technical SEO My first client, my first audit I tore the site to shreds
State of Digital 8th October 2018 @chrisgreen87 strategiq.co I “learned SEO” I did a spell in house I went agency-side I learned technical SEO My first client, my first audit I tore the site to shreds
State of Digital 8th October 2018 @chrisgreen87 strategiq.co I “learned SEO” I did a spell in house I went agency-side I learned technical SEO My first client, my first audit I tore the site to shreds
State of Digital 8th October 2018 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co State of Digital 8th October 2018 I did my duty:
State of Digital 8th October 2018 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co State of Digital 8th October 2018 I did my duty: self-righteously fixing those technical SEO wrongs
State of Digital 8th October 2018 @chrisgreen87 strategiq.co it goes badly
State of Digital 8th October 2018 @chrisgreen87 strategiq.co
State of Digital 8th October 2018 @chrisgreen87 strategiq.co
State of Digital 8th October 2018 @chrisgreen87 strategiq.co
State of Digital 8th October 2018 @chrisgreen87 strategiq.co it took months to undo that
State of Digital 8th October 2018 @chrisgreen87 strategiq.co My fault? Their Fault?
State of Digital 8th October 2018 @chrisgreen87 strategiq.co State of Digital 8th October 2018 @chrisgreen87 strategiq.co But here’s where I went wrong
State of Digital 8th October 2018 @chrisgreen87 strategiq.co “In order to carry a positive action we must develop here a positive vision.” -Dalai Lama
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Don’t piss off the person who you need to help you get the job done
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Make friends with developers!
State of Digital 8th October 2018 @chrisgreen87 strategiq.co But seriously, web development isn’t easy
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Most developers don't know enough about SEO
State of Digital 8th October 2018 @chrisgreen87 strategiq.co but they don’t need to (it’s not their job - for the most part)
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Granted, you need to get your own way
State of Digital 8th October 2018 @chrisgreen87 strategiq.co
State of Digital 8th October 2018 @chrisgreen87 strategiq.co But take everyone on that journey
State of Digital 8th October 2018 @chrisgreen87 strategiq.co
State of Digital 8th October 2018 @chrisgreen87 strategiq.co
State of Digital 8th October 2018 @chrisgreen87 strategiq.co State of Digital 8th October 2018 @chrisgreen87 strategiq.co Monster spreadsheets
State of Digital 8th October 2018 @chrisgreen87 strategiq.co
State of Digital 8th October 2018 @chrisgreen87 strategiq.co How many clients/stakeholders love monster spreadsheets?
State of Digital 8th October 2018 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co State of Digital 8th October 2018 Some Scenarios
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Here’s a list of x,xxx keywords. What do you want to rank for?
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Here’s a list of x,xxx pages you need new titles for
State of Digital 8th October 2018 @chrisgreen87 strategiq.co These are the x,xxx long-tail keywords you need to incorporate into existing copy
State of Digital 8th October 2018 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co State of Digital 8th October 2018 How many of these get actioned?
State of Digital 8th October 2018 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co State of Digital 8th October 2018 Make it as easy as possible to get the job done
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Present actions, not data
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Embrace TL;DR
State of Digital 8th October 2018 @chrisgreen87 strategiq.co State of Digital 8th October 2018 @chrisgreen87 strategiq.co We hate compromising
State of Digital 8th October 2018 @chrisgreen87 strategiq.co
State of Digital 8th October 2018 @chrisgreen87 strategiq.co
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Too many SEOs/Developers/Designers spit their dummies out over it
State of Digital 8th October 2018 @chrisgreen87 strategiq.co But SEO is all about compromise!
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Budgets
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Time
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Buy-in
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Information
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Misinformation
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Skill
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Inclination
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Don’t we all have to compromise with Google?
State of Digital 8th October 2018 @chrisgreen87 strategiq.co But are you a victim of them, or do you make the best of them?
State of Digital 8th October 2018 @chrisgreen87 strategiq.co State of Digital 8th October 2018 @chrisgreen87 strategiq.co Sticking Plasters
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Or
State of Digital 8th October 2018 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co State of Digital 8th October 2018 If you’re forced to implement “SEO changes” via Meta-CMS or a Tag Management system, something has gone wrong
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Or
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Tag managers, or similar which act client-side using JS are unreliable
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Any Meta CMS (server or client) adds another point of failure
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Don’t not do it because it’s not the best way to implement these changes

State of Digital 8th October 2018 @chrisgreen87 strategiq.co “Excuse me ma’am have you ever thought about JavaScript for SEO?”
State of Digital 8th October 2018 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co State of Digital 8th October 2018 “I need to bulk change 100s of titles”
State of Digital 8th October 2018 @chrisgreen87 strategiq.co No CMS access
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Client has no resource to do it
State of Digital 8th October 2018 @chrisgreen87 strategiq.co It isn't priority
State of Digital 8th October 2018 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co State of Digital 8th October 2018 Title Tag injection via GTM
State of Digital 8th October 2018 @chrisgreen87 strategiq.co
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Rendered page Source
State of Digital 8th October 2018 @chrisgreen87 strategiq.co That could work - but it'll take aaages!
State of Digital 8th October 2018 @chrisgreen87 strategiq.co
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Or maybe
State of Digital 8th October 2018 @chrisgreen87 strategiq.co
State of Digital 8th October 2018 @chrisgreen87 strategiq.co A better option thanks Stephen Harris! http://bit.ly/seer-gtm-match
State of Digital 8th October 2018 @chrisgreen87 strategiq.co
State of Digital 8th October 2018 @chrisgreen87 strategiq.co
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Bulk upload those
State of Digital 8th October 2018 @chrisgreen87 strategiq.co
State of Digital 8th October 2018 @chrisgreen87 strategiq.co
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Not perfect
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Content injected like this is slower to get picked up by Google
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Control Indexed JS Test Indexed < 1 hr 12 days
State of Digital 8th October 2018 @chrisgreen87 strategiq.co And less reliable
State of Digital 8th October 2018 @chrisgreen87 strategiq.co (Google says don’t use GTM for this) http://bit.ly/no-gtm
State of Digital 8th October 2018 @chrisgreen87 strategiq.co But job done!
State of Digital 8th October 2018 @chrisgreen87 strategiq.co It does work
State of Digital 8th October 2018 @chrisgreen87 strategiq.co State of Digital 8th October 2018 @chrisgreen87 strategiq.co Don’t doubt the damage you could do!
State of Digital 8th October 2018 @chrisgreen87 strategiq.co
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Screwed up a test here Fixed it here
State of Digital 8th October 2018 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co State of Digital 8th October 2018 “I need a new content area on a category page”
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Development pipeline stretches off into the distance?
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Once again - Tag manager, JavaScript injection!
State of Digital 8th October 2018 @chrisgreen87 strategiq.co
State of Digital 8th October 2018 @chrisgreen87 strategiq.co With JS Content Without JS Content
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Again, it seems to work
State of Digital 8th October 2018 @chrisgreen87 strategiq.co
State of Digital 8th October 2018 @chrisgreen87 strategiq.co After further testing the pipeline looks a little shorter!
State of Digital 8th October 2018 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co State of Digital 8th October 2018 “This landing page is missing some key conversion elements (it’s crap)”
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Again, the pipeline
State of Digital 8th October 2018 @chrisgreen87 strategiq.co That damn pipeline
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Injection of additional CSS to modify content
State of Digital 8th October 2018 @chrisgreen87 strategiq.co It. Works!
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Even if we have to wait for the “ideal” solution
State of Digital 8th October 2018 @chrisgreen87 strategiq.co We're rolling now
State of Digital 8th October 2018 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co State of Digital 8th October 2018 Some Words of Warning
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Reports of what does/doesn’t work via JS are conflicted
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Canonical Tags
State of Digital 8th October 2018 @chrisgreen87 strategiq.co http://bit.ly/dom-dom-canoical
State of Digital 8th October 2018 @chrisgreen87 strategiq.co http://bit.ly/js-surprise
State of Digital 8th October 2018 @chrisgreen87 strategiq.co http://bit.ly/JS-surprise2
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Robots Directives
State of Digital 8th October 2018 @chrisgreen87 strategiq.co “
 JS wouldn't be able to overwrite a noindex tag” Andrew Allen, The Web Shed
State of Digital 8th October 2018 @chrisgreen87 strategiq.co People are still contesting these, more testing is needed!
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Oh, and reliability?
State of Digital 8th October 2018 @chrisgreen87 strategiq.co http://bit.ly/js-drag-race
State of Digital 8th October 2018 @chrisgreen87 strategiq.co
State of Digital 8th October 2018 @chrisgreen87 strategiq.co
State of Digital 8th October 2018 @chrisgreen87 strategiq.co
State of Digital 8th October 2018 @chrisgreen87 strategiq.co State of Digital 8th October 2018 @chrisgreen87 strategiq.co A few words on “perfection”
State of Digital 8th October 2018 @chrisgreen87 strategiq.co One of my favourite presentations... http://bit.ly/distance-from-perfect
State of Digital 8th October 2018 @chrisgreen87 strategiq.co
State of Digital 8th October 2018 @chrisgreen87 strategiq.co 
 maybe those 50 missing Alt Texts won’t make a difference
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Perfection doesn’t mean “ranking well”
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Perfection doesn’t mean “client retention”
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Each decision you make has to be a commercial one
State of Digital 8th October 2018 @chrisgreen87 strategiq.co What is “perfect” anyway?
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Perfection ≠ Yoast SEO Score
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Perfection ≠ SEMRush Site Audit
State of Digital 8th October 2018 @chrisgreen87 strategiq.co We want to do what works, But what works doesn’t have to be perfect
Search London 25th April 2018 @chrisgreen87 & @simon_jthompson www.strategiq.co Search London 25th April 2018 @chrisgreen87 & @simon_jthompson www.strategiq.co It
Search London 25th April 2018 @chrisgreen87 & @simon_jthompson www.strategiq.co Search London 25th April 2018 @chrisgreen87 & @simon_jthompson www.strategiq.co Just has to It
Search London 25th April 2018 @chrisgreen87 & @simon_jthompson www.strategiq.co Search London 25th April 2018 @chrisgreen87 & @simon_jthompson www.strategiq.co Just has to It
State of Digital 8th October 2018 @chrisgreen87 strategiq.co State of Digital 8th October 2018 @chrisgreen87 strategiq.co In Conclusion
State of Digital 8th October 2018 @chrisgreen87 strategiq.co
State of Digital 8th October 2018 @chrisgreen87 strategiq.co Thank you.

Recomendados

Predictive Analytics July 2016
Predictive Analytics July 2016Predictive Analytics July 2016
Predictive Analytics July 2016Peter Gold
 
Trusting machines with robust, unbiased and reproducible AI
Trusting machines with robust, unbiased and reproducible AI Trusting machines with robust, unbiased and reproducible AI
Trusting machines with robust, unbiased and reproducible AI Margriet Groenendijk
 
#FIRMday London 1st November 2018 - Brightfield: Analytics - why do we measu...
#FIRMday London 1st November 2018 - Brightfield: Analytics - why do we measu...#FIRMday London 1st November 2018 - Brightfield: Analytics - why do we measu...
#FIRMday London 1st November 2018 - Brightfield: Analytics - why do we measu...Emma Mirrington
 
The Beginner's Guide to Google Analytics
The Beginner's Guide to Google AnalyticsThe Beginner's Guide to Google Analytics
The Beginner's Guide to Google AnalyticsKirk Williams
 
CRO - Get More Business From the Same Traffic
CRO - Get More Business From the Same TrafficCRO - Get More Business From the Same Traffic
CRO - Get More Business From the Same TrafficArun Agrawal
 
October 2015 Wrigleyville Neighborhood Real Estate Market Update
October 2015 Wrigleyville Neighborhood Real Estate Market UpdateOctober 2015 Wrigleyville Neighborhood Real Estate Market Update
October 2015 Wrigleyville Neighborhood Real Estate Market UpdateAmanda McMillan
 
Adv 420
Adv 420Adv 420
Adv 420Kevin Fanning
 
SEO Myths - how damaging by Chris Green
SEO Myths - how damaging by Chris GreenSEO Myths - how damaging by Chris Green
SEO Myths - how damaging by Chris GreenAnton Shulke
 

Recomendados

Predictive Analytics July 2016
Predictive Analytics July 2016Predictive Analytics July 2016
Predictive Analytics July 2016Peter Gold
 
Trusting machines with robust, unbiased and reproducible AI
Trusting machines with robust, unbiased and reproducible AI Trusting machines with robust, unbiased and reproducible AI
Trusting machines with robust, unbiased and reproducible AI Margriet Groenendijk
 
#FIRMday London 1st November 2018 - Brightfield: Analytics - why do we measu...
#FIRMday London 1st November 2018 - Brightfield: Analytics - why do we measu...#FIRMday London 1st November 2018 - Brightfield: Analytics - why do we measu...
#FIRMday London 1st November 2018 - Brightfield: Analytics - why do we measu...Emma Mirrington
 
The Beginner's Guide to Google Analytics
The Beginner's Guide to Google AnalyticsThe Beginner's Guide to Google Analytics
The Beginner's Guide to Google AnalyticsKirk Williams
 
CRO - Get More Business From the Same Traffic
CRO - Get More Business From the Same TrafficCRO - Get More Business From the Same Traffic
CRO - Get More Business From the Same TrafficArun Agrawal
 
October 2015 Wrigleyville Neighborhood Real Estate Market Update
October 2015 Wrigleyville Neighborhood Real Estate Market UpdateOctober 2015 Wrigleyville Neighborhood Real Estate Market Update
October 2015 Wrigleyville Neighborhood Real Estate Market UpdateAmanda McMillan
 
Adv 420
Adv 420Adv 420
Adv 420Kevin Fanning
 
SEO Myths - how damaging by Chris Green
SEO Myths - how damaging by Chris GreenSEO Myths - how damaging by Chris Green
SEO Myths - how damaging by Chris GreenAnton Shulke
 
Dos donts of js content optimisation - Digital Olympus 2018
Dos donts of js content optimisation - Digital Olympus 2018Dos donts of js content optimisation - Digital Olympus 2018
Dos donts of js content optimisation - Digital Olympus 2018Chris Green
 
Inbound Marketing Master Class - Steve Wiideman, Wiideman Consulting Group
Inbound Marketing Master Class - Steve Wiideman, Wiideman Consulting GroupInbound Marketing Master Class - Steve Wiideman, Wiideman Consulting Group
Inbound Marketing Master Class - Steve Wiideman, Wiideman Consulting GroupDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Digital Analytics Summit 2022
Digital Analytics Summit 2022Digital Analytics Summit 2022
Digital Analytics Summit 2022Martijn Scheijbeler
 
Solving the Offline Conversion Conundrum for Better Digital Marketing Optimis...
Solving the Offline Conversion Conundrum for Better Digital Marketing Optimis...Solving the Offline Conversion Conundrum for Better Digital Marketing Optimis...
Solving the Offline Conversion Conundrum for Better Digital Marketing Optimis...Ed Brocklebank
 
Digital Marketing Bootcamp - Evaluating Marketing Automation
Digital Marketing Bootcamp - Evaluating Marketing AutomationDigital Marketing Bootcamp - Evaluating Marketing Automation
Digital Marketing Bootcamp - Evaluating Marketing AutomationMarketo
 
Is your content working better for someone else? @jonearnshaw
Is your content working better for someone else? @jonearnshawIs your content working better for someone else? @jonearnshaw
Is your content working better for someone else? @jonearnshawJon Earnshaw
 
Social Media Made Easy for Cable Channel Managers
Social Media Made Easy for Cable Channel ManagersSocial Media Made Easy for Cable Channel Managers
Social Media Made Easy for Cable Channel ManagersAngela Leavitt
 
3 Ways to Use Google to Grow Your Membership
3 Ways to Use Google to Grow Your Membership3 Ways to Use Google to Grow Your Membership
3 Ways to Use Google to Grow Your MembershipWild Apricot
 
Lewis ginter presentation
Lewis ginter presentationLewis ginter presentation
Lewis ginter presentationMike Kaplan
 
From Data To Insights
From Data To Insights From Data To Insights
From Data To Insights Orit Alul
 
From Zero to One with Rittman Analytics
From Zero to One with Rittman AnalyticsFrom Zero to One with Rittman Analytics
From Zero to One with Rittman AnalyticsRittman Analytics
 
Security Deployment by CI/CD
Security Deployment by CI/CDSecurity Deployment by CI/CD
Security Deployment by CI/CDPeerapat Asoktummarungsri
 
AWS Transformation Day - Toronto 2018
AWS Transformation Day - Toronto 2018AWS Transformation Day - Toronto 2018
AWS Transformation Day - Toronto 2018Amazon Web Services
 
Red Carnation Hotels - Increasing Revenues by 22% Using Personalisation in Si...
Red Carnation Hotels - Increasing Revenues by 22% Using Personalisation in Si...Red Carnation Hotels - Increasing Revenues by 22% Using Personalisation in Si...
Red Carnation Hotels - Increasing Revenues by 22% Using Personalisation in Si...Sagittarius
 
Bringing ABM to the 21st Century: JDA unlocks the power of ABM at scale
Bringing ABM to the 21st Century: JDA unlocks the power of ABM at scaleBringing ABM to the 21st Century: JDA unlocks the power of ABM at scale
Bringing ABM to the 21st Century: JDA unlocks the power of ABM at scaleEngagio
 
LSS2017: Creating Local Search Solutions That Matter
LSS2017: Creating Local Search Solutions That MatterLSS2017: Creating Local Search Solutions That Matter
LSS2017: Creating Local Search Solutions That MatterRio SEO
 
Google Analytics Tutorial (Advanced)
Google Analytics Tutorial (Advanced)Google Analytics Tutorial (Advanced)
Google Analytics Tutorial (Advanced)Laurie Beasley
 
How Many Wheels You Have to Reinvent
How Many Wheels You Have to ReinventHow Many Wheels You Have to Reinvent
How Many Wheels You Have to ReinventMatt Harasymczuk
 
10 reasons why you should choose big data hadoop as career in 2018
10 reasons why you should choose big data hadoop as career in 201810 reasons why you should choose big data hadoop as career in 2018
10 reasons why you should choose big data hadoop as career in 2018JanBask Training
 
Moneyball: Using Advanced Account Insights for Effective ABM Activation
Moneyball: Using Advanced Account Insights for Effective ABM ActivationMoneyball: Using Advanced Account Insights for Effective ABM Activation
Moneyball: Using Advanced Account Insights for Effective ABM ActivationEngagio
 
How to construct your own SEO a b split tests (for free) - BrightonSEO July 2021
How to construct your own SEO a b split tests (for free) - BrightonSEO July 2021How to construct your own SEO a b split tests (for free) - BrightonSEO July 2021
How to construct your own SEO a b split tests (for free) - BrightonSEO July 2021Chris Green
 
Methods of Testing Internal Linking with Chris green
Methods of Testing Internal Linking with Chris greenMethods of Testing Internal Linking with Chris green
Methods of Testing Internal Linking with Chris greenChris Green
 

Mais conteĂșdo relacionado

Semelhante a State of Digital 2018 - Why SEO "Sticking Plasters" Aren't the Enemy

Dos donts of js content optimisation - Digital Olympus 2018
Dos donts of js content optimisation - Digital Olympus 2018Dos donts of js content optimisation - Digital Olympus 2018
Dos donts of js content optimisation - Digital Olympus 2018Chris Green
 
Digital Analytics Summit 2022
Digital Analytics Summit 2022Digital Analytics Summit 2022
Digital Analytics Summit 2022Martijn Scheijbeler
 
Solving the Offline Conversion Conundrum for Better Digital Marketing Optimis...
Solving the Offline Conversion Conundrum for Better Digital Marketing Optimis...Solving the Offline Conversion Conundrum for Better Digital Marketing Optimis...
Solving the Offline Conversion Conundrum for Better Digital Marketing Optimis...Ed Brocklebank
 
Digital Marketing Bootcamp - Evaluating Marketing Automation
Digital Marketing Bootcamp - Evaluating Marketing AutomationDigital Marketing Bootcamp - Evaluating Marketing Automation
Digital Marketing Bootcamp - Evaluating Marketing AutomationMarketo
 
Is your content working better for someone else? @jonearnshaw
Is your content working better for someone else? @jonearnshawIs your content working better for someone else? @jonearnshaw
Is your content working better for someone else? @jonearnshawJon Earnshaw
 
Social Media Made Easy for Cable Channel Managers
Social Media Made Easy for Cable Channel ManagersSocial Media Made Easy for Cable Channel Managers
Social Media Made Easy for Cable Channel ManagersAngela Leavitt
 
3 Ways to Use Google to Grow Your Membership
3 Ways to Use Google to Grow Your Membership3 Ways to Use Google to Grow Your Membership
3 Ways to Use Google to Grow Your MembershipWild Apricot
 
Lewis ginter presentation
Lewis ginter presentationLewis ginter presentation
Lewis ginter presentationMike Kaplan
 
From Data To Insights
From Data To Insights From Data To Insights
From Data To Insights Orit Alul
 
From Zero to One with Rittman Analytics
From Zero to One with Rittman AnalyticsFrom Zero to One with Rittman Analytics
From Zero to One with Rittman AnalyticsRittman Analytics
 
AWS Transformation Day - Toronto 2018
AWS Transformation Day - Toronto 2018AWS Transformation Day - Toronto 2018
AWS Transformation Day - Toronto 2018Amazon Web Services
 
Red Carnation Hotels - Increasing Revenues by 22% Using Personalisation in Si...
Red Carnation Hotels - Increasing Revenues by 22% Using Personalisation in Si...Red Carnation Hotels - Increasing Revenues by 22% Using Personalisation in Si...
Red Carnation Hotels - Increasing Revenues by 22% Using Personalisation in Si...Sagittarius
 
Bringing ABM to the 21st Century: JDA unlocks the power of ABM at scale
Bringing ABM to the 21st Century: JDA unlocks the power of ABM at scaleBringing ABM to the 21st Century: JDA unlocks the power of ABM at scale
Bringing ABM to the 21st Century: JDA unlocks the power of ABM at scaleEngagio
 
LSS2017: Creating Local Search Solutions That Matter
LSS2017: Creating Local Search Solutions That MatterLSS2017: Creating Local Search Solutions That Matter
LSS2017: Creating Local Search Solutions That MatterRio SEO
 
Google Analytics Tutorial (Advanced)
Google Analytics Tutorial (Advanced)Google Analytics Tutorial (Advanced)
Google Analytics Tutorial (Advanced)Laurie Beasley
 
How Many Wheels You Have to Reinvent
How Many Wheels You Have to ReinventHow Many Wheels You Have to Reinvent
How Many Wheels You Have to ReinventMatt Harasymczuk
 
10 reasons why you should choose big data hadoop as career in 2018
10 reasons why you should choose big data hadoop as career in 201810 reasons why you should choose big data hadoop as career in 2018
10 reasons why you should choose big data hadoop as career in 2018JanBask Training
 
Moneyball: Using Advanced Account Insights for Effective ABM Activation
Moneyball: Using Advanced Account Insights for Effective ABM ActivationMoneyball: Using Advanced Account Insights for Effective ABM Activation
Moneyball: Using Advanced Account Insights for Effective ABM ActivationEngagio
 

Semelhante a State of Digital 2018 - Why SEO "Sticking Plasters" Aren't the Enemy (20)

Dos donts of js content optimisation - Digital Olympus 2018
Dos donts of js content optimisation - Digital Olympus 2018Dos donts of js content optimisation - Digital Olympus 2018
Dos donts of js content optimisation - Digital Olympus 2018
 
Inbound Marketing Master Class - Steve Wiideman, Wiideman Consulting Group
Inbound Marketing Master Class - Steve Wiideman, Wiideman Consulting GroupInbound Marketing Master Class - Steve Wiideman, Wiideman Consulting Group
Inbound Marketing Master Class - Steve Wiideman, Wiideman Consulting Group
 
Digital Analytics Summit 2022
Digital Analytics Summit 2022Digital Analytics Summit 2022
Digital Analytics Summit 2022
 
Solving the Offline Conversion Conundrum for Better Digital Marketing Optimis...
Solving the Offline Conversion Conundrum for Better Digital Marketing Optimis...Solving the Offline Conversion Conundrum for Better Digital Marketing Optimis...
Solving the Offline Conversion Conundrum for Better Digital Marketing Optimis...
 
Digital Marketing Bootcamp - Evaluating Marketing Automation
Digital Marketing Bootcamp - Evaluating Marketing AutomationDigital Marketing Bootcamp - Evaluating Marketing Automation
Digital Marketing Bootcamp - Evaluating Marketing Automation
 
Is your content working better for someone else? @jonearnshaw
Is your content working better for someone else? @jonearnshawIs your content working better for someone else? @jonearnshaw
Is your content working better for someone else? @jonearnshaw
 
Social Media Made Easy for Cable Channel Managers
Social Media Made Easy for Cable Channel ManagersSocial Media Made Easy for Cable Channel Managers
Social Media Made Easy for Cable Channel Managers
 
3 Ways to Use Google to Grow Your Membership
3 Ways to Use Google to Grow Your Membership3 Ways to Use Google to Grow Your Membership
3 Ways to Use Google to Grow Your Membership
 
Lewis ginter presentation
Lewis ginter presentationLewis ginter presentation
Lewis ginter presentation
 
From Data To Insights
From Data To Insights From Data To Insights
From Data To Insights
 
From Zero to One with Rittman Analytics
From Zero to One with Rittman AnalyticsFrom Zero to One with Rittman Analytics
From Zero to One with Rittman Analytics
 
Security Deployment by CI/CD
Security Deployment by CI/CDSecurity Deployment by CI/CD
Security Deployment by CI/CD
 
AWS Transformation Day - Toronto 2018
AWS Transformation Day - Toronto 2018AWS Transformation Day - Toronto 2018
AWS Transformation Day - Toronto 2018
 
Red Carnation Hotels - Increasing Revenues by 22% Using Personalisation in Si...
Red Carnation Hotels - Increasing Revenues by 22% Using Personalisation in Si...Red Carnation Hotels - Increasing Revenues by 22% Using Personalisation in Si...
Red Carnation Hotels - Increasing Revenues by 22% Using Personalisation in Si...
 
Bringing ABM to the 21st Century: JDA unlocks the power of ABM at scale
Bringing ABM to the 21st Century: JDA unlocks the power of ABM at scaleBringing ABM to the 21st Century: JDA unlocks the power of ABM at scale
Bringing ABM to the 21st Century: JDA unlocks the power of ABM at scale
 
LSS2017: Creating Local Search Solutions That Matter
LSS2017: Creating Local Search Solutions That MatterLSS2017: Creating Local Search Solutions That Matter
LSS2017: Creating Local Search Solutions That Matter
 
Google Analytics Tutorial (Advanced)
Google Analytics Tutorial (Advanced)Google Analytics Tutorial (Advanced)
Google Analytics Tutorial (Advanced)
 
How Many Wheels You Have to Reinvent
How Many Wheels You Have to ReinventHow Many Wheels You Have to Reinvent
How Many Wheels You Have to Reinvent
 
10 reasons why you should choose big data hadoop as career in 2018
10 reasons why you should choose big data hadoop as career in 201810 reasons why you should choose big data hadoop as career in 2018
10 reasons why you should choose big data hadoop as career in 2018
 
Moneyball: Using Advanced Account Insights for Effective ABM Activation
Moneyball: Using Advanced Account Insights for Effective ABM ActivationMoneyball: Using Advanced Account Insights for Effective ABM Activation
Moneyball: Using Advanced Account Insights for Effective ABM Activation
 

Mais de Chris Green

How to construct your own SEO a b split tests (for free) - BrightonSEO July 2021
How to construct your own SEO a b split tests (for free) - BrightonSEO July 2021How to construct your own SEO a b split tests (for free) - BrightonSEO July 2021
How to construct your own SEO a b split tests (for free) - BrightonSEO July 2021Chris Green
 
Methods of Testing Internal Linking with Chris green
Methods of Testing Internal Linking with Chris greenMethods of Testing Internal Linking with Chris green
Methods of Testing Internal Linking with Chris greenChris Green
 
The SERP Whisperer - Turn Digi 2020
The SERP Whisperer - Turn Digi 2020The SERP Whisperer - Turn Digi 2020
The SERP Whisperer - Turn Digi 2020Chris Green
 
Essential Technical SEO learnings from 120+ site migrations
Essential Technical SEO learnings from 120+ site migrationsEssential Technical SEO learnings from 120+ site migrations
Essential Technical SEO learnings from 120+ site migrationsChris Green
 
Robots: Txt, Meta & X - The Snog, Marry & Avoid of the Web Crawling World - B...
Robots: Txt, Meta & X - The Snog, Marry & Avoid of the Web Crawling World - B...Robots: Txt, Meta & X - The Snog, Marry & Avoid of the Web Crawling World - B...
Robots: Txt, Meta & X - The Snog, Marry & Avoid of the Web Crawling World - B...Chris Green
 
What is Rank Tracking and Do We Recognise it Anymore? - Search London 2017
What is Rank Tracking and Do We Recognise it Anymore? - Search London 2017What is Rank Tracking and Do We Recognise it Anymore? - Search London 2017
What is Rank Tracking and Do We Recognise it Anymore? - Search London 2017Chris Green
 
Htaccess Hell - BrightonSEO 2016
Htaccess Hell - BrightonSEO 2016Htaccess Hell - BrightonSEO 2016
Htaccess Hell - BrightonSEO 2016Chris Green
 
Telling the Story of Your Content - SAScon 2016
Telling the Story of Your Content - SAScon 2016Telling the Story of Your Content - SAScon 2016
Telling the Story of Your Content - SAScon 2016Chris Green
 
Metric Misuse
Metric MisuseMetric Misuse
Metric MisuseChris Green
 
Cannibal Content - Stop Your Website From Eating Itself | Brighton SEO 2015
Cannibal Content - Stop Your Website From Eating Itself | Brighton SEO 2015Cannibal Content - Stop Your Website From Eating Itself | Brighton SEO 2015
Cannibal Content - Stop Your Website From Eating Itself | Brighton SEO 2015Chris Green
 
Death of Page One Position One - The Fragmentation of Search
Death of Page One Position One - The Fragmentation of SearchDeath of Page One Position One - The Fragmentation of Search
Death of Page One Position One - The Fragmentation of SearchChris Green
 

Mais de Chris Green (11)

How to construct your own SEO a b split tests (for free) - BrightonSEO July 2021
How to construct your own SEO a b split tests (for free) - BrightonSEO July 2021How to construct your own SEO a b split tests (for free) - BrightonSEO July 2021
How to construct your own SEO a b split tests (for free) - BrightonSEO July 2021
 
Methods of Testing Internal Linking with Chris green
Methods of Testing Internal Linking with Chris greenMethods of Testing Internal Linking with Chris green
Methods of Testing Internal Linking with Chris green
 
The SERP Whisperer - Turn Digi 2020
The SERP Whisperer - Turn Digi 2020The SERP Whisperer - Turn Digi 2020
The SERP Whisperer - Turn Digi 2020
 
Essential Technical SEO learnings from 120+ site migrations
Essential Technical SEO learnings from 120+ site migrationsEssential Technical SEO learnings from 120+ site migrations
Essential Technical SEO learnings from 120+ site migrations
 
Robots: Txt, Meta & X - The Snog, Marry & Avoid of the Web Crawling World - B...
Robots: Txt, Meta & X - The Snog, Marry & Avoid of the Web Crawling World - B...Robots: Txt, Meta & X - The Snog, Marry & Avoid of the Web Crawling World - B...
Robots: Txt, Meta & X - The Snog, Marry & Avoid of the Web Crawling World - B...
 
What is Rank Tracking and Do We Recognise it Anymore? - Search London 2017
What is Rank Tracking and Do We Recognise it Anymore? - Search London 2017What is Rank Tracking and Do We Recognise it Anymore? - Search London 2017
What is Rank Tracking and Do We Recognise it Anymore? - Search London 2017
 
Htaccess Hell - BrightonSEO 2016
Htaccess Hell - BrightonSEO 2016Htaccess Hell - BrightonSEO 2016
Htaccess Hell - BrightonSEO 2016
 
Telling the Story of Your Content - SAScon 2016
Telling the Story of Your Content - SAScon 2016Telling the Story of Your Content - SAScon 2016
Telling the Story of Your Content - SAScon 2016
 
Metric Misuse
Metric MisuseMetric Misuse
Metric Misuse
 
Cannibal Content - Stop Your Website From Eating Itself | Brighton SEO 2015
Cannibal Content - Stop Your Website From Eating Itself | Brighton SEO 2015Cannibal Content - Stop Your Website From Eating Itself | Brighton SEO 2015
Cannibal Content - Stop Your Website From Eating Itself | Brighton SEO 2015
 
Death of Page One Position One - The Fragmentation of Search
Death of Page One Position One - The Fragmentation of SearchDeath of Page One Position One - The Fragmentation of Search
Death of Page One Position One - The Fragmentation of Search
 

Último

CALL ON ➄8923113531 🔝Call Girls Hazratganj Lucknow best sexual service Online
CALL ON ➄8923113531 🔝Call Girls Hazratganj Lucknow best sexual service OnlineCALL ON ➄8923113531 🔝Call Girls Hazratganj Lucknow best sexual service Online
CALL ON ➄8923113531 🔝Call Girls Hazratganj Lucknow best sexual service Onlineanilsa9823
 
pptx.marketing strategy of tanishq. pptx
pptx.marketing strategy of tanishq. pptxpptx.marketing strategy of tanishq. pptx
pptx.marketing strategy of tanishq. pptxarsathsahil
 
Moving beyond multi-touch attribution - DigiMarCon CanWest 2024
Moving beyond multi-touch attribution - DigiMarCon CanWest 2024Moving beyond multi-touch attribution - DigiMarCon CanWest 2024
Moving beyond multi-touch attribution - DigiMarCon CanWest 2024Richard Ingilby
 
How to Leverage Behavioral Science Insights for Direct Mail Success
How to Leverage Behavioral Science Insights for Direct Mail SuccessHow to Leverage Behavioral Science Insights for Direct Mail Success
How to Leverage Behavioral Science Insights for Direct Mail SuccessAggregage
 
GreenSEO April 2024: Join the Green Web Revolution
GreenSEO April 2024: Join the Green Web RevolutionGreenSEO April 2024: Join the Green Web Revolution
GreenSEO April 2024: Join the Green Web RevolutionWilliam Barnes
 
Kraft Mac and Cheese campaign presentation
Kraft Mac and Cheese campaign presentationKraft Mac and Cheese campaign presentation
Kraft Mac and Cheese campaign presentationtbatkhuu1
 
Beyond Resumes_ How Volunteering Shapes Career Trajectories by Kent Kubie
Beyond Resumes_ How Volunteering Shapes Career Trajectories by Kent KubieBeyond Resumes_ How Volunteering Shapes Career Trajectories by Kent Kubie
Beyond Resumes_ How Volunteering Shapes Career Trajectories by Kent KubieKent Kubie
 
Branding strategies of new company .pptx
Branding strategies of new company .pptxBranding strategies of new company .pptx
Branding strategies of new company .pptxVikasTiwari846641
 
How videos can elevate your Google rankings and improve your EEAT - Benjamin ...
How videos can elevate your Google rankings and improve your EEAT - Benjamin ...How videos can elevate your Google rankings and improve your EEAT - Benjamin ...
How videos can elevate your Google rankings and improve your EEAT - Benjamin ...Benjamin Szturmaj
 
Uncover Insightful User Journey Secrets Using GA4 Reports
Uncover Insightful User Journey Secrets Using GA4 ReportsUncover Insightful User Journey Secrets Using GA4 Reports
Uncover Insightful User Journey Secrets Using GA4 ReportsVWO
 
Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
Google 3rd-Party Cookie Deprecation [Update] + 5 Best StrategiesGoogle 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
Google 3rd-Party Cookie Deprecation [Update] + 5 Best StrategiesSearch Engine Journal
 
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...Search Engine Journal
 
9654467111 Call Girls In Mahipalpur Women Seeking Men
9654467111 Call Girls In Mahipalpur Women Seeking Men9654467111 Call Girls In Mahipalpur Women Seeking Men
9654467111 Call Girls In Mahipalpur Women Seeking MenSapana Sha
 
Unraveling the Mystery of the Hinterkaifeck Murders.pptx
Unraveling the Mystery of the Hinterkaifeck Murders.pptxUnraveling the Mystery of the Hinterkaifeck Murders.pptx
Unraveling the Mystery of the Hinterkaifeck Murders.pptxelizabethella096
 
Avoid the 2025 web accessibility rush: do not fear WCAG compliance
Avoid the 2025 web accessibility rush: do not fear WCAG complianceAvoid the 2025 web accessibility rush: do not fear WCAG compliance
Avoid the 2025 web accessibility rush: do not fear WCAG complianceDamien ROBERT
 

Último (20)

CALL ON ➄8923113531 🔝Call Girls Hazratganj Lucknow best sexual service Online
CALL ON ➄8923113531 🔝Call Girls Hazratganj Lucknow best sexual service OnlineCALL ON ➄8923113531 🔝Call Girls Hazratganj Lucknow best sexual service Online
CALL ON ➄8923113531 🔝Call Girls Hazratganj Lucknow best sexual service Online
 
pptx.marketing strategy of tanishq. pptx
pptx.marketing strategy of tanishq. pptxpptx.marketing strategy of tanishq. pptx
pptx.marketing strategy of tanishq. pptx
 
Moving beyond multi-touch attribution - DigiMarCon CanWest 2024
Moving beyond multi-touch attribution - DigiMarCon CanWest 2024Moving beyond multi-touch attribution - DigiMarCon CanWest 2024
Moving beyond multi-touch attribution - DigiMarCon CanWest 2024
 
How to Leverage Behavioral Science Insights for Direct Mail Success
How to Leverage Behavioral Science Insights for Direct Mail SuccessHow to Leverage Behavioral Science Insights for Direct Mail Success
How to Leverage Behavioral Science Insights for Direct Mail Success
 
SEO Master Class - Steve Wiideman, Wiideman Consulting Group
SEO Master Class - Steve Wiideman, Wiideman Consulting GroupSEO Master Class - Steve Wiideman, Wiideman Consulting Group
SEO Master Class - Steve Wiideman, Wiideman Consulting Group
 
GreenSEO April 2024: Join the Green Web Revolution
GreenSEO April 2024: Join the Green Web RevolutionGreenSEO April 2024: Join the Green Web Revolution
GreenSEO April 2024: Join the Green Web Revolution
 
Kraft Mac and Cheese campaign presentation
Kraft Mac and Cheese campaign presentationKraft Mac and Cheese campaign presentation
Kraft Mac and Cheese campaign presentation
 
Beyond Resumes_ How Volunteering Shapes Career Trajectories by Kent Kubie
Beyond Resumes_ How Volunteering Shapes Career Trajectories by Kent KubieBeyond Resumes_ How Volunteering Shapes Career Trajectories by Kent Kubie
Beyond Resumes_ How Volunteering Shapes Career Trajectories by Kent Kubie
 
Branding strategies of new company .pptx
Branding strategies of new company .pptxBranding strategies of new company .pptx
Branding strategies of new company .pptx
 
How videos can elevate your Google rankings and improve your EEAT - Benjamin ...
How videos can elevate your Google rankings and improve your EEAT - Benjamin ...How videos can elevate your Google rankings and improve your EEAT - Benjamin ...
How videos can elevate your Google rankings and improve your EEAT - Benjamin ...
 
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Turn Digital Reputation Threats into Offense Tactics - Daniel LeminTurn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
 
Generative AI Master Class - Generative AI, Unleash Creative Opportunity - Pe...
Generative AI Master Class - Generative AI, Unleash Creative Opportunity - Pe...Generative AI Master Class - Generative AI, Unleash Creative Opportunity - Pe...
Generative AI Master Class - Generative AI, Unleash Creative Opportunity - Pe...
 
Uncover Insightful User Journey Secrets Using GA4 Reports
Uncover Insightful User Journey Secrets Using GA4 ReportsUncover Insightful User Journey Secrets Using GA4 Reports
Uncover Insightful User Journey Secrets Using GA4 Reports
 
Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
Google 3rd-Party Cookie Deprecation [Update] + 5 Best StrategiesGoogle 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
 
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
 
9654467111 Call Girls In Mahipalpur Women Seeking Men
9654467111 Call Girls In Mahipalpur Women Seeking Men9654467111 Call Girls In Mahipalpur Women Seeking Men
9654467111 Call Girls In Mahipalpur Women Seeking Men
 
Unraveling the Mystery of the Hinterkaifeck Murders.pptx
Unraveling the Mystery of the Hinterkaifeck Murders.pptxUnraveling the Mystery of the Hinterkaifeck Murders.pptx
Unraveling the Mystery of the Hinterkaifeck Murders.pptx
 
Creator Influencer Strategy Master Class - Corinne Rose Guirgis
Creator Influencer Strategy Master Class - Corinne Rose GuirgisCreator Influencer Strategy Master Class - Corinne Rose Guirgis
Creator Influencer Strategy Master Class - Corinne Rose Guirgis
 
Avoid the 2025 web accessibility rush: do not fear WCAG compliance
Avoid the 2025 web accessibility rush: do not fear WCAG complianceAvoid the 2025 web accessibility rush: do not fear WCAG compliance
Avoid the 2025 web accessibility rush: do not fear WCAG compliance
 
Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...
Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...
Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...
 

State of Digital 2018 - Why SEO "Sticking Plasters" Aren't the Enemy

  • 1. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Why SEO "Sticking Plasters" Aren't the Enemy State of Digital
  • 2. State of Digital 8th October 2018 @chrisgreen87 strategiq.co State of Digital 8th October 2018 @chrisgreen87 strategiq.co Sometimes, SEO is nothing more than getting the job done.
  • 3. State of Digital 8th October 2018 @chrisgreen87 strategiq.co It has taken me nearly seven years to confidently be able to say this
  • 4. State of Digital 8th October 2018 @chrisgreen87 strategiq.co State of Digital 8th October 2018 @chrisgreen87 strategiq.co A lot of what we do is simple
  • 5. State of Digital 8th October 2018 @chrisgreen87 strategiq.co It’s just the implementation which falls down.
  • 6. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Why does implementation fail?
  • 7. State of Digital 8th October 2018 @chrisgreen87 strategiq.co
  • 8. State of Digital 8th October 2018 @chrisgreen87 strategiq.co PR(A) = (1-d) + d (PR(T1)/C(T1) + ... + PR(Tn)/C(Tn))
  • 9. State of Digital 8th October 2018 @chrisgreen87 strategiq.co
  • 10. State of Digital 8th October 2018 @chrisgreen87 strategiq.co All of the above?
  • 11. State of Digital 8th October 2018 @chrisgreen87 strategiq.co In this talk I'll help you to embrace the SEO “sticking plasters” to get the job done
  • 12. State of Digital 8th October 2018 @chrisgreen87 strategiq.co But first
  • 13. State of Digital 8th October 2018 @chrisgreen87 strategiq.co State of Digital 8th October 2018 @chrisgreen87 strategiq.co A story from my early years (in SEO)
  • 14. State of Digital 8th October 2018 @chrisgreen87 strategiq.co (This was me)
  • 15. State of Digital 8th October 2018 @chrisgreen87 strategiq.co I “learned SEO” I did a spell in house I went agency-side I learned technical SEO My first client, my first audit I tore the site to shreds
  • 16. State of Digital 8th October 2018 @chrisgreen87 strategiq.co I “learned SEO” I did a spell in house I went agency-side I learned technical SEO My first client, my first audit I tore the site to shreds
  • 17. State of Digital 8th October 2018 @chrisgreen87 strategiq.co I “learned SEO” I did a spell in house I went agency-side I learned technical SEO My first client, my first audit I tore the site to shreds
  • 18. State of Digital 8th October 2018 @chrisgreen87 strategiq.co I “learned SEO” I did a spell in house I went agency-side I learned technical SEO My first client, my first audit I tore the site to shreds
  • 19. State of Digital 8th October 2018 @chrisgreen87 strategiq.co I “learned SEO” I did a spell in house I went agency-side I learned technical SEO My first client, my first audit I tore the site to shreds
  • 20. State of Digital 8th October 2018 @chrisgreen87 strategiq.co I “learned SEO” I did a spell in house I went agency-side I learned technical SEO My first client, my first audit I tore the site to shreds
  • 21. State of Digital 8th October 2018 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co State of Digital 8th October 2018 I did my duty:
  • 22. State of Digital 8th October 2018 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co State of Digital 8th October 2018 I did my duty: self-righteously fixing those technical SEO wrongs
  • 23. State of Digital 8th October 2018 @chrisgreen87 strategiq.co it goes badly
  • 24. State of Digital 8th October 2018 @chrisgreen87 strategiq.co
  • 25. State of Digital 8th October 2018 @chrisgreen87 strategiq.co
  • 26. State of Digital 8th October 2018 @chrisgreen87 strategiq.co
  • 27. State of Digital 8th October 2018 @chrisgreen87 strategiq.co it took months to undo that
  • 28. State of Digital 8th October 2018 @chrisgreen87 strategiq.co My fault? Their Fault?
  • 29. State of Digital 8th October 2018 @chrisgreen87 strategiq.co State of Digital 8th October 2018 @chrisgreen87 strategiq.co But here’s where I went wrong
  • 30. State of Digital 8th October 2018 @chrisgreen87 strategiq.co “In order to carry a positive action we must develop here a positive vision.” -Dalai Lama
  • 31. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Don’t piss off the person who you need to help you get the job done
  • 32. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Make friends with developers!
  • 33. State of Digital 8th October 2018 @chrisgreen87 strategiq.co But seriously, web development isn’t easy
  • 34. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Most developers don't know enough about SEO
  • 35. State of Digital 8th October 2018 @chrisgreen87 strategiq.co but they don’t need to (it’s not their job - for the most part)
  • 36. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Granted, you need to get your own way
  • 37. State of Digital 8th October 2018 @chrisgreen87 strategiq.co
  • 38. State of Digital 8th October 2018 @chrisgreen87 strategiq.co But take everyone on that journey
  • 39. State of Digital 8th October 2018 @chrisgreen87 strategiq.co
  • 40. State of Digital 8th October 2018 @chrisgreen87 strategiq.co
  • 41. State of Digital 8th October 2018 @chrisgreen87 strategiq.co State of Digital 8th October 2018 @chrisgreen87 strategiq.co Monster spreadsheets
  • 42. State of Digital 8th October 2018 @chrisgreen87 strategiq.co
  • 43. State of Digital 8th October 2018 @chrisgreen87 strategiq.co How many clients/stakeholders love monster spreadsheets?
  • 44. State of Digital 8th October 2018 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co State of Digital 8th October 2018 Some Scenarios
  • 45. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Here’s a list of x,xxx keywords. What do you want to rank for?
  • 46. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Here’s a list of x,xxx pages you need new titles for
  • 47. State of Digital 8th October 2018 @chrisgreen87 strategiq.co These are the x,xxx long-tail keywords you need to incorporate into existing copy
  • 48. State of Digital 8th October 2018 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co State of Digital 8th October 2018 How many of these get actioned?
  • 49. State of Digital 8th October 2018 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co State of Digital 8th October 2018 Make it as easy as possible to get the job done
  • 50. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Present actions, not data
  • 51. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Embrace TL;DR
  • 52. State of Digital 8th October 2018 @chrisgreen87 strategiq.co State of Digital 8th October 2018 @chrisgreen87 strategiq.co We hate compromising
  • 53. State of Digital 8th October 2018 @chrisgreen87 strategiq.co
  • 54. State of Digital 8th October 2018 @chrisgreen87 strategiq.co
  • 55. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Too many SEOs/Developers/Designers spit their dummies out over it
  • 56. State of Digital 8th October 2018 @chrisgreen87 strategiq.co But SEO is all about compromise!
  • 57. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Budgets
  • 58. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Time
  • 59. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Buy-in
  • 60. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Information
  • 61. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Misinformation
  • 62. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Skill
  • 63. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Inclination
  • 64. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Don’t we all have to compromise with Google?
  • 65. State of Digital 8th October 2018 @chrisgreen87 strategiq.co But are you a victim of them, or do you make the best of them?
  • 66. State of Digital 8th October 2018 @chrisgreen87 strategiq.co State of Digital 8th October 2018 @chrisgreen87 strategiq.co Sticking Plasters
  • 67. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Or
  • 68. State of Digital 8th October 2018 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co State of Digital 8th October 2018 If you’re forced to implement “SEO changes” via Meta-CMS or a Tag Management system, something has gone wrong
  • 69. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Or
  • 70. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Tag managers, or similar which act client-side using JS are unreliable
  • 71. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Any Meta CMS (server or client) adds another point of failure
  • 72. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Don’t not do it because it’s not the best way to implement these changes

  • 73. State of Digital 8th October 2018 @chrisgreen87 strategiq.co “Excuse me ma’am have you ever thought about JavaScript for SEO?”
  • 74. State of Digital 8th October 2018 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co State of Digital 8th October 2018 “I need to bulk change 100s of titles”
  • 75. State of Digital 8th October 2018 @chrisgreen87 strategiq.co No CMS access
  • 76. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Client has no resource to do it
  • 77. State of Digital 8th October 2018 @chrisgreen87 strategiq.co It isn't priority
  • 78. State of Digital 8th October 2018 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co State of Digital 8th October 2018 Title Tag injection via GTM
  • 79. State of Digital 8th October 2018 @chrisgreen87 strategiq.co
  • 80. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Rendered page Source
  • 81. State of Digital 8th October 2018 @chrisgreen87 strategiq.co That could work - but it'll take aaages!
  • 82. State of Digital 8th October 2018 @chrisgreen87 strategiq.co
  • 83. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Or maybe
  • 84. State of Digital 8th October 2018 @chrisgreen87 strategiq.co
  • 85. State of Digital 8th October 2018 @chrisgreen87 strategiq.co A better option thanks Stephen Harris! http://bit.ly/seer-gtm-match
  • 86. State of Digital 8th October 2018 @chrisgreen87 strategiq.co
  • 87. State of Digital 8th October 2018 @chrisgreen87 strategiq.co
  • 88. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Bulk upload those
  • 89. State of Digital 8th October 2018 @chrisgreen87 strategiq.co
  • 90. State of Digital 8th October 2018 @chrisgreen87 strategiq.co
  • 91. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Not perfect
  • 92. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Content injected like this is slower to get picked up by Google
  • 93. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Control Indexed JS Test Indexed < 1 hr 12 days
  • 94. State of Digital 8th October 2018 @chrisgreen87 strategiq.co And less reliable
  • 95. State of Digital 8th October 2018 @chrisgreen87 strategiq.co (Google says don’t use GTM for this) http://bit.ly/no-gtm
  • 96. State of Digital 8th October 2018 @chrisgreen87 strategiq.co But job done!
  • 97. State of Digital 8th October 2018 @chrisgreen87 strategiq.co It does work
  • 98. State of Digital 8th October 2018 @chrisgreen87 strategiq.co State of Digital 8th October 2018 @chrisgreen87 strategiq.co Don’t doubt the damage you could do!
  • 99. State of Digital 8th October 2018 @chrisgreen87 strategiq.co
  • 100. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Screwed up a test here Fixed it here
  • 101. State of Digital 8th October 2018 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co State of Digital 8th October 2018 “I need a new content area on a category page”
  • 102. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Development pipeline stretches off into the distance?
  • 103. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Once again - Tag manager, JavaScript injection!
  • 104. State of Digital 8th October 2018 @chrisgreen87 strategiq.co
  • 105. State of Digital 8th October 2018 @chrisgreen87 strategiq.co With JS Content Without JS Content
  • 106. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Again, it seems to work
  • 107. State of Digital 8th October 2018 @chrisgreen87 strategiq.co
  • 108. State of Digital 8th October 2018 @chrisgreen87 strategiq.co After further testing the pipeline looks a little shorter!
  • 109. State of Digital 8th October 2018 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co State of Digital 8th October 2018 “This landing page is missing some key conversion elements (it’s crap)”
  • 110. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Again, the pipeline
  • 111. State of Digital 8th October 2018 @chrisgreen87 strategiq.co That damn pipeline
  • 112. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Injection of additional CSS to modify content
  • 113. State of Digital 8th October 2018 @chrisgreen87 strategiq.co It. Works!
  • 114. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Even if we have to wait for the “ideal” solution
  • 115. State of Digital 8th October 2018 @chrisgreen87 strategiq.co We're rolling now
  • 116. State of Digital 8th October 2018 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co State of Digital 8th October 2018 Some Words of Warning
  • 117. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Reports of what does/doesn’t work via JS are conflicted
  • 118. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Canonical Tags
  • 119. State of Digital 8th October 2018 @chrisgreen87 strategiq.co http://bit.ly/dom-dom-canoical
  • 120. State of Digital 8th October 2018 @chrisgreen87 strategiq.co http://bit.ly/js-surprise
  • 121. State of Digital 8th October 2018 @chrisgreen87 strategiq.co http://bit.ly/JS-surprise2
  • 122. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Robots Directives
  • 123. State of Digital 8th October 2018 @chrisgreen87 strategiq.co “
 JS wouldn't be able to overwrite a noindex tag” Andrew Allen, The Web Shed
  • 124. State of Digital 8th October 2018 @chrisgreen87 strategiq.co People are still contesting these, more testing is needed!
  • 125. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Oh, and reliability?
  • 126. State of Digital 8th October 2018 @chrisgreen87 strategiq.co http://bit.ly/js-drag-race
  • 127. State of Digital 8th October 2018 @chrisgreen87 strategiq.co
  • 128. State of Digital 8th October 2018 @chrisgreen87 strategiq.co
  • 129. State of Digital 8th October 2018 @chrisgreen87 strategiq.co
  • 130. State of Digital 8th October 2018 @chrisgreen87 strategiq.co State of Digital 8th October 2018 @chrisgreen87 strategiq.co A few words on “perfection”
  • 131. State of Digital 8th October 2018 @chrisgreen87 strategiq.co One of my favourite presentations... http://bit.ly/distance-from-perfect
  • 132. State of Digital 8th October 2018 @chrisgreen87 strategiq.co
  • 133. State of Digital 8th October 2018 @chrisgreen87 strategiq.co 
 maybe those 50 missing Alt Texts won’t make a difference
  • 134. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Perfection doesn’t mean “ranking well”
  • 135. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Perfection doesn’t mean “client retention”
  • 136. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Each decision you make has to be a commercial one
  • 137. State of Digital 8th October 2018 @chrisgreen87 strategiq.co What is “perfect” anyway?
  • 138. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Perfection ≠ Yoast SEO Score
  • 139. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Perfection ≠ SEMRush Site Audit
  • 140. State of Digital 8th October 2018 @chrisgreen87 strategiq.co We want to do what works, But what works doesn’t have to be perfect
  • 141. Search London 25th April 2018 @chrisgreen87 & @simon_jthompson www.strategiq.co Search London 25th April 2018 @chrisgreen87 & @simon_jthompson www.strategiq.co It
  • 142. Search London 25th April 2018 @chrisgreen87 & @simon_jthompson www.strategiq.co Search London 25th April 2018 @chrisgreen87 & @simon_jthompson www.strategiq.co Just has to It
  • 143. Search London 25th April 2018 @chrisgreen87 & @simon_jthompson www.strategiq.co Search London 25th April 2018 @chrisgreen87 & @simon_jthompson www.strategiq.co Just has to It
  • 144. State of Digital 8th October 2018 @chrisgreen87 strategiq.co State of Digital 8th October 2018 @chrisgreen87 strategiq.co In Conclusion
  • 145. State of Digital 8th October 2018 @chrisgreen87 strategiq.co
  • 146. State of Digital 8th October 2018 @chrisgreen87 strategiq.co Thank you.

Notas do Editor

  1. Or “how to get stuff done”
  2. Easy Right?
  3. All the clients that I’ve worked on, big or small - seeing the different challenges businesses have.
  4. Not to oversimplify the skill & knowledge involved in SEO. We have to adapt, think quickly, wear many hats, challenge wisdom & take risks.
  5. Poor Communication Teams not talking to each other Business cases not being made Recommendations not conveyed clearly
  6. Overly complex recommendations Starting with detail Not breaking tasks into chunks Assuming what you know is universal (pagerank calculation if anyone’s interested - I don’t understand it though)
  7. An unwillingness to compromise A lot more on this later on (Not to get political, but I didn't intend to include two republican presidents in this,but it just worked)
  8. Sometimes all of the above - most of which can be traced back to a lack of understanding.
  9. Not making enemies Deliver concise actions - not dense reports Get a working solution - no matter what
  10. Not since childhood, don't worry
  11. .NET site with sooo many problems Sitemaps out of date Incorrect casing in URLs Rel next/prev wrong Missing canonicals Homepage duplication Poor keyword targeting You name it!
  12. The client didn’t like the friction, we were delayed heavily to prioritise the fixes and ultimately, we lost momentum.
  13. I couldn’t not mention the flaws, that WAS/IS my job. If I don’t tell them what is wrong, the client misses out. Being timid, doesn’t get things done. They should have reacted better - sure. BUT - I didn’t have to start things so badly.
  14. Some wisdom from the Dalai Lama - not my usual “go to”, but helpful here. Why is it relevant?
  15. Where’s the positive vision in “here’s a huge list of ways your website sucks” The client thought less of them as developers for those flaws. Even though the work was billable, for them, it made them look bad
  16. The most valuable lesson of my career I like working with people who are smarter than me, I just need to learn to understand what they do and to ask better questions!
  17. We give web developers a hard time. Yes, we can encounter some perplexing decisions, some bad work - but you see that in any profession. But, arguably...
  18. Or sometimes not enough to be difficult/dangerous
  19. Clients don’t see incorrect semantic headings, missing meta data, malformed canonical tags etc. Not until the damage is done following launch.
  20. If you don’t get your own way bad stuff happens
  21. I don’t mean to sound very “Disney” here, but it’s valuable. But - it’s a two-way street!
  22. Do you know what helps? Speaking their language. I asked twitter whether you have to be a web developer to be any good at tech SEO - I was intentionally trying to be provocative, I’m NOT a dev, but I think I know a thing or two. But...
  23. “It helps” was the stand-out choice (obviously true because 167 people speak for the whole SEO industry
 I was lucky this proved my point) It helps because: Your recommendations become doable You understand the cost vs outcome a little better You understand how to compromise You can argue your side easier
  24. Hands up who loves spreadsheets
  25. Not many that I’ve worked with. There are exceptions of course, but even experienced technical marketers working client-side don’t always want this!
  26. How many of these sound familiar? I have been guilty of all of these, I might add
  27. The client/project stakeholders will know what is relevant, but they won't know what are the best ways to target it. This is a co-operative process, don’t send long-lists. Sanity check, shortlist and suggest something. If you don't understand the website/product well enough to make suggestions, ask more questions, do more research.
  28. Whether or not they have said they’ll write them, a massive jumble of URLs is not conducive to getting it done. Prioritise, direct, guide/educate, feedback.
  29. Unless you’ve got a content team ready and waiting, this will likely struggle to get the attention it needs. Again, as before with the titles. Prioritise, map the keywords to pages (or group thematically) and even drip feed into achievable chunks.
  30. It varies obviously, but I’d hazard a guess that it's not a large amount
  31. But my biggest recommendation is...
  32. Too Long, Didn't Read Assume the recipient is time-poor, don’t give them a job, give them a solution, an opportunity
  33. Ah yes, I said I’d come back this. My favourite...
  34. It’s not a dirty word, a synonym for...
  35. To fail utterly at getting your own way
  36. I include many different professions on here because this isn't just an “SEO” thing
  37. Budgets are almost always tight
  38. You’re almost-always going to be up against the clock
  39. Not all people involved will like or care what you're doing
  40. You don't always have all the information to hand
  41. Sometimes you have the wrong information
  42. Or the skills/expertise
  43. If a project stakeholder doesn't care or doesn't want it to work
  44. Not to mention we have to compromise with Google all the time!
  45. Some of the ways I stop myself becoming a victim of this kind of circumstance. I’m going to give you some common workarounds for roadblocks I’ve come up against in SEO, the thought process and approach can be easily ported to other scenarios though. The idea for this originally came some Facebook comments on a share of Sam Nemzer’s Moz blog
  46. But first,
  47. There are few reasons this’ll ever be false! What I am about to show you shouldn't be the first choice. Testing is another matter, I’d argue the temporary nature of the change makes that more acceptable
  48. I’ll talk a little more about this later on
  49. More chances for someone who is unfamiliar with your setup to get something wrong. Or interference with other scripts, or even just one more third party to have issues with.
  50. I.e. something is better than nothing. Inaction is worse than doing something that isn't perfect. I’m lucky that we develop the websites of 80-90% of clients we work on, it means we have to resort to these kind of tactics less often. Not to brag...
  51. This is not a sales pitch
  52. Or can't make the changes at all
  53. Or not possible
  54. Doing it one-by-one
  55. Even making this example took too long...
  56. Use lookup tables so you don't have to create them all one, by one.
  57. But there is a better option as even creating lookup tables can take some time. Stephen Harris published this alternative on the Seer blog
  58. Could potentially slow down some setups
  59. What could be in that pipeline? - Essential updates to the cart page - Shipping matrix additions - Something the CEO wants doing as his top priority Your fix/change has to get it past these?
  60. Yes, when plotted against the entire ranking history, the changes don’t look as great, but compared to other keyword movement at that time, those are improvements worth writing home about.
  61. A fancy way for saying “add in your own CSS after the page loads”
  62. We saw conversion rate increase (from nothing, the campaign was struggling) almost instantly.
  63. Reminder, this isn't an ideal solution and we still need the work to be scheduled in!
  64. Optimizely VWO Google Tag Manager They can all do variations of the same thing
  65. Shortly after this announcement, Eoghan Henn published this blog, proving otherwise.
  66. I’ll give it to John, he admits the oversight here - which in itself proves quite problematic. This doesn’t appear to be fixed or certain. (also, if you’re looking to John, Gary or Danny for 100% facts on Google - be warned, they’re only human too)
  67. Again, John Muller Via Andrew Allen at The Web Shed
  68. Other examples - which I can’t share here - have worked in the past. However, not repeated recently.
  69. So this kind of solution is very far from perfect - I can appreciate why someone would shy away from it.
  70. Was delivered by Ian Laurie at SearchLove in 2015. It was titled “Distance from Perfect: Marketing with the Human Algorithm”
  71. So if you want a successful marketing campaign, you need to ensure you’re as close to perfection as possible. Who could argue with that, really? But it’s all a matter of perspective, I’ve seen this misappropriated.
  72. This pursuit can be when looked at like this, at best marginal gains or at worst damaging if not followed logically. I’ve seen it happen.
  73. Ian wasn’t arguing for pursuit of perfection to the nth degree, however, or at least I don’t think he was. For further clarity, he links perfection with deliberate action, but also with reducing friction. We all need less friction
  74. The kind of perfection we’re talking about isn’t one client’s are interested in. It doesn't deliver results
  75. Every budget I’ve ever worked with has been a finite one -> maximise actions for impact, not for a clean “scorecard”
  76. I don’t know, there are many kinds of perfect, most are entirely subjective and arguably unhelpful. But I know what perfection isn’t...
  77. Nothing against the Yoast SEO score, but a “good score” isn’t really any kind of perfection. Granted, the team at Yoast don’t consider that, so don’t get complacent that all “good” scores will equal traffic & success.
  78. Even worse maybe is considering that a clean bill of health on the SEMRush site auditor is tech-seo perfection. Where do I start with how wrong this is? False positives GIGO <- tests created by humans Every site is different
  79. Make yourself understood Work with other project members, you all need each other’s help Learn to compromise Find another way.
  80. Thank you.