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Seo how to climb the google ladder with seo april 2021 digital marketing europe
SEO - How to climb the
google ladder with SEO
Jonny Ross @jonnyross
Quick Poll
Jonny Ross
- Digital Marketing Strategist of an award-winning digital agency Fleek Marketing
- Named in Business Insider’s 2016 ‘42 under 42’
Overview of web traffic
ORGANIC PAID DISPLAY SOCIAL EMAIL
REFERRAL DIRECT
Search Engine Optimisation
• Create great content
• Ensure this content is accessible to
search engines.
• Make pages unique and relevant
• Make the content popular
• Good PR (Traditional PR…online)
Seo how to climb the google ladder with seo april 2021 digital marketing europe
On Site
Keywords Content
Technical Aspect Usability
Off Site
Relevancy Links
Reviews Reputation
Thinking keywords
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Longer tail keyword tools
• Answer the public
• Storybase
• Question Samurai
• Keyword.io
• Buzzsumo Question Analyzer
• SEMRush
• KWFinder
• Quora
• Google autocomplete
• People also ask box
Thinking Content
Types of content
• Blogs
• Interviews
• Case Studies
• Reviews
• Experiences
• Trends (google trends/trendsmap)
• Vlogs
• Infographics
• Lists
• Content series
• White papers
• How to guides
• Surveys/ Polls
• Podcasts
• Top comments
• Quizzes
• Checklists
• History timelines
• Industry / events roundups
• Competitions
• FAQ’s
• eBooks
• Day in Life
• Seasonal Advice
Places to share
• Google My Business
• Facebook Personal, Business
and Group
• Twitter Personal and Work
• LinkedIn Company page,
Personal Profile, Groups
• Email Campaigns
• YouTube
• Share buttons
• Guest Blogs
• Related Blog/Popular posts
• Annual Reports
• Mention individuals and
brands
• Internal comms, staff emails
etc
• Service/Product pages
• Events / Speaking
• Paid content distribution
(outbrain/onespot)
• Nurture relationships with
influencers
• Email Signatures
Thinking Technical Aspect & Useability
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Off Site
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Offsite SEO / Link building
•Directories
•Articles
•Guest Blogging
•Press Releases
•Social Bookmarking
•Social Media
•Press Launches
•Local Engagement
•TV Appearances
•Video
•Image creation
•Webinars
•Campaigning / Lobbying
•Celebrity Endorsement
•Mention people
•Interviews
•Awards
•Ask friends
•Create Link bait!
•Radio appearances
•Reviews
•Influencer Marketing
•Client Testimonials
•Broken Link Building
•Stalk Competitors for ideas
•Offers/coupons/deals
•Infographics
•Blog / Forum commenting
•Writing a column
•Calculators
•Product Placement
•Trade Associations
•Local/National Media
•Local Charity
•National Charity
•Trade Events
•Sponsorship opportunities
•Quizzes
•Suppliers
•Petitions
•Link Out
•Buyers Guides
•Photoshoots
Even More Tools
Backlinks / Competitors / Ranks
Onsite
Position ZERO
The featured snippet
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Paragraph (63%)
Lists (19%)
Tables (16%)
Position ZERO
•Can give/include
•Branding
•An Image
•Clicks
One big difference
How we speak and how we
write is totally different
This is about conversational
content
Examples
• red lobster
• best restaurants Manchester
• best digital camera
• Show me images of a red lobster
• Hey google, where is the best
place to eat in Manchester?
• Alexa, where can I find a
waterproof video camera that
works with Facebook Live?
Google AI has
been reading
3000 romance
novels to
improve its
conversational
search ability
How to win at this?
1. Still about the basics
• Create great content
• Ensure this content is accessible to search engines.
• Make pages unique and relevant
• Make the content popular
On Site
• Keywords
• Content
• Technical Aspect
• Usability
Off site
• Relevancy
• Links
• Reviews
• Reputation
2. Not mobile first
but MOBILE full stop!
3. Longer tail keywords
• Answer the public
• Storybase
• Question Samurai
• Keyword.io
• Buzzsumo Question Analyzer
• SEMRush
• KWFinder
• Quora
• Google autocomplete
• People also ask box
4. Use words like
• Who
• What
• Where
• How
• Best way to
• How to
• What is the best
5. Set up FAQ pages
6. Use Schema
Structured Data, Rich Snippets, Mark up,
Featured snippets, Microformats, Microdata,
RDF’s
Examples of Schema
For Paragraphs
<h2>QUESTION</h2>
<p>ANSWER</p>
</div>
For Lists
<h2>QUESTION</h2>
<ol>
<li></li>
<li></li>
<li></li>
</ol>
</div>
Examples of Schema
• Reviews
• Organisation
• Local Business
• E-commerce
• Events
• Recipes
• Jobs
• News sites
7. Incorporate intent
8. Optimise for local
• 22% of voice search is for local intent, capture “near
me” search
• Highly optimised and verified google business page
• Reviews
• Local business schema
• Use local extensions in AdWords
• Photographs on google business page
• Local Links
Seo how to climb the google ladder with seo april 2021 digital marketing europe
Position ZERO
•There currently can only be one
winner
•Anyone not doing anything will loose
out
•Limited time only – google will
monitise this
Check out my podcast
👇
Podcast.fleek.marketing/listen
Challenge me?
Does anyone want to challenge me, does anyone
think this is all a load of nonsense?
Let us know what you thought on our
Post Webinar Survey
Find me online
@jonnyross
LinkedIn/in/jonnyross

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Seo how to climb the google ladder with seo april 2021 digital marketing europe

  • 2. SEO - How to climb the google ladder with SEO Jonny Ross @jonnyross
  • 4. Jonny Ross - Digital Marketing Strategist of an award-winning digital agency Fleek Marketing - Named in Business Insider’s 2016 ‘42 under 42’
  • 5. Overview of web traffic ORGANIC PAID DISPLAY SOCIAL EMAIL REFERRAL DIRECT
  • 6. Search Engine Optimisation • Create great content • Ensure this content is accessible to search engines. • Make pages unique and relevant • Make the content popular • Good PR (Traditional PR…online)
  • 14. Longer tail keyword tools • Answer the public • Storybase • Question Samurai • Keyword.io • Buzzsumo Question Analyzer • SEMRush • KWFinder • Quora • Google autocomplete • People also ask box
  • 16. Types of content • Blogs • Interviews • Case Studies • Reviews • Experiences • Trends (google trends/trendsmap) • Vlogs • Infographics • Lists • Content series • White papers • How to guides • Surveys/ Polls • Podcasts • Top comments • Quizzes • Checklists • History timelines • Industry / events roundups • Competitions • FAQ’s • eBooks • Day in Life • Seasonal Advice
  • 17. Places to share • Google My Business • Facebook Personal, Business and Group • Twitter Personal and Work • LinkedIn Company page, Personal Profile, Groups • Email Campaigns • YouTube • Share buttons • Guest Blogs • Related Blog/Popular posts • Annual Reports • Mention individuals and brands • Internal comms, staff emails etc • Service/Product pages • Events / Speaking • Paid content distribution (outbrain/onespot) • Nurture relationships with influencers • Email Signatures
  • 43. Offsite SEO / Link building •Directories •Articles •Guest Blogging •Press Releases •Social Bookmarking •Social Media •Press Launches •Local Engagement •TV Appearances •Video •Image creation •Webinars •Campaigning / Lobbying •Celebrity Endorsement •Mention people •Interviews •Awards •Ask friends •Create Link bait! •Radio appearances •Reviews •Influencer Marketing •Client Testimonials •Broken Link Building •Stalk Competitors for ideas •Offers/coupons/deals •Infographics •Blog / Forum commenting •Writing a column •Calculators •Product Placement •Trade Associations •Local/National Media •Local Charity •National Charity •Trade Events •Sponsorship opportunities •Quizzes •Suppliers •Petitions •Link Out •Buyers Guides •Photoshoots
  • 56. One big difference How we speak and how we write is totally different This is about conversational content
  • 57. Examples • red lobster • best restaurants Manchester • best digital camera • Show me images of a red lobster • Hey google, where is the best place to eat in Manchester? • Alexa, where can I find a waterproof video camera that works with Facebook Live?
  • 58. Google AI has been reading 3000 romance novels to improve its conversational search ability
  • 59. How to win at this?
  • 60. 1. Still about the basics • Create great content • Ensure this content is accessible to search engines. • Make pages unique and relevant • Make the content popular
  • 61. On Site • Keywords • Content • Technical Aspect • Usability
  • 62. Off site • Relevancy • Links • Reviews • Reputation
  • 63. 2. Not mobile first but MOBILE full stop!
  • 64. 3. Longer tail keywords • Answer the public • Storybase • Question Samurai • Keyword.io • Buzzsumo Question Analyzer • SEMRush • KWFinder • Quora • Google autocomplete • People also ask box
  • 65. 4. Use words like • Who • What • Where • How • Best way to • How to • What is the best
  • 66. 5. Set up FAQ pages
  • 67. 6. Use Schema Structured Data, Rich Snippets, Mark up, Featured snippets, Microformats, Microdata, RDF’s
  • 68. Examples of Schema For Paragraphs <h2>QUESTION</h2> <p>ANSWER</p> </div> For Lists <h2>QUESTION</h2> <ol> <li></li> <li></li> <li></li> </ol> </div>
  • 69. Examples of Schema • Reviews • Organisation • Local Business • E-commerce • Events • Recipes • Jobs • News sites
  • 71. 8. Optimise for local • 22% of voice search is for local intent, capture “near me” search • Highly optimised and verified google business page • Reviews • Local business schema • Use local extensions in AdWords • Photographs on google business page • Local Links
  • 73. Position ZERO •There currently can only be one winner •Anyone not doing anything will loose out •Limited time only – google will monitise this
  • 74. Check out my podcast 👇 Podcast.fleek.marketing/listen
  • 75. Challenge me? Does anyone want to challenge me, does anyone think this is all a load of nonsense? Let us know what you thought on our Post Webinar Survey Find me online @jonnyross LinkedIn/in/jonnyross