Are the first things you learnt about SEO still true?
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From the Distilled Live meetup on 2 February 2017. A guide to how we shouldn't take received SEO best practices for granted, and how we can double check received wisdom with empirical evidence.
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Are the first things you learnt about SEO still true?
- 1. Are the first things you learnt about SEO still true? Sam Nemzer
- 3. Set up laptop NBED image
- 7. Title tags should be 50-60 characters
- 8. Title tags should be 50-60 characters https://moz.com/blog/new-title-tag-guidelines-preview-tool
- 9. Titles over 60 characters will be truncated
- 10. The data
- 11. Things change over time
- 12. Things change over time
- 13. Titles are getting longer
- 14. Why are titles getting longer?
- 17. The distribution is getting wider
- 18. Why are title lengths varying more?
- 19. 2014
- 20. Titles are now breaking on whole words
- 21. It’s not about what I found
- 22. It’s about questioning received ideas
- 23. 3 SEO “facts” we take for granted
- 24. 1. GA gives you accurate user data 2. Rank tracking tools will tell you your rankings for given keywords 3. Google is smart enough to do your legwork for you
- 25. 1. GA gives you accurate user data 2. Rank tracking tools will tell you your rankings for given keywords 3. Google is smart enough to do your legwork for you
- 26. A user is not a user
- 27. A session is not a session
- 28. Your traffic might not actually be from your website
- 30. https://pagefair.com/blog/2017/adblockreport/ Adblock is killing your analytics data
- 31. Solution: Corroborate with another data source (Server log-based analytics)
- 32. 1. GA gives you accurate user data 2. Rank tracking tools will tell you your rankings for given keywords 3. Google is smart enough to do your legwork for you
- 36. Exact agreement 19%of the time Average difference 5.3 positions
- 37. Exact agreement 21%of the time Average difference 6.9positions
- 38. Exact agreement 22%of the time Average difference 4.5positions
- 39. Rank Tracking does serve a purpose
- 40. Useful for tracking trends over time and aggregate, top-level data
- 41. Just don’t read too much into the specifics
- 42. Corroborate with multiple sources where possible
- 43. 1. GA gives you accurate user data 2. Rank tracking tools will tell you your rankings for given keywords 3. Google is smart enough to do your legwork for you
- 44. We used to think that we need to optimise a page for every possible keyword
- 45. Now we think that exact keywords don’t matter - Google will work things out…
- 46. I did some research... dis.tl/keyword-synonyms 10 sets of 10 close synonym keywords
- 47. I did some research... dis.tl/keyword-synonyms 10 sets of 10 close synonym keywords On average only 60% of results are shared between top 10 results
- 48. Not the solution: Stuff your page with every possible variation of a keyword
- 49. The solution: Understand the subtle differences in intent between variations, and make your pages satisfy that intent
- 50. Honesty time: Most of what I found out will be wrong or irrelevant in 6 months
- 51. It’s not about what I learnt. It’s about encouraging you to do it for yourself.
- 52. Thanks