Search Leeds: Key Takeaways Part 1

03 Jul 2019

SEO Team Director

Search Leeds: Key Takeaways Part 1

Paige Hobart shares her key takeaways from Search Leeds in Part 1 of our two part series on what we learnt at “The North’s Largest Digital Conference”:

 

1) Sam Marsden, Deepcrawl – Overcoming tech SEO challenges for enterprise sites

https://www.slideshare.net/DeepCrawl/overcoming-technical-seo-challenges-for-enterprise-sites-searchleeds-2019-sam-marsden/1

Notes:

  • Breaks his tech audit into 12 (undisclosed) sections
  • Tech audits must have: severity, impact, & effort scoring plus a total/average score
  • Deepcrawl has a data studio connector

 

 

2) Alexandre Sigoigne, Myposeo – Build SEO content strategy based on SERP and competitive analysis

https://www.slideshare.net/myposeo/build-seo-content-strategy-based-on-serp-and-competitive-analysis-brighton-2019-talk-140846440 (Older deck) 

Notes:

  • Myposeo is a tool that analyses the SERP landscape
  • When looking at video snippets appearing – what date were they published? Could we do some video optimisation to appear instead?
  • Use SERP features to automatically apply search intent to queries

 

 

3) Nichola Stott, Erudite – The state of PWAs

https://www.slideshare.net/NicholaStott/progressive-web-apps-intro-and-state-of-market-in-australia (Older deck)

Notes:

  • PWA’s are better than apps – “90% smaller than apps”
  • Consumption of apps is dying, uninstalls are a huge issue
  • Your site must be on https to have a secure PWA (Starbucks got hacked via their HTTP PWA)
    • Must be http2 to be any good
  • You can still have push notifications with a PWA 
  • Full ecommerce PWAs are possible
  • Audit your PWA with JS on & off
  • You can submit PWAs to the app store
  • Very, very difficult to retrofit a PWA to an existing website, better to suggest during new site builds
  • Can be done in wordpress really easily
  • Can combine PWA & AMP on the same site 
  • Javascript causes many issues – difficulties with client side rendering

 

 

4) Emily Potter, Distilled – Featured snippets, the achievable SERP feature

https://www.slideshare.net/EmilyPotter7/emily-potter-searchleeds-featured-snippets?qid=fbc028d2-ea5a-4f9a-abcc-e39d69bef988&v=&b=&from_search=4

Notes

  • Distilled use STAT
  • Use “however” to optimise for featured snippets trying to offer two opinions (sometimes will use an ellipses when it wants to do this).
  • Google is cracking down on confirmation bias (see “are reptiles good pets?” – Yes, “are reptiles bad pets?” – Yes)
  • BERT NLP

 

 

5) Rory Truesdale, Conductor & WeWork – Intent optimisation: Why it matters & how it can improve your SEO results

https://www.slideshare.net/RoryTruesdale/analysing-query-intent-searchleeds?qid=fbc028d2-ea5a-4f9a-abcc-e39d69bef988&v=&b=&from_search=7

Notes

  • Query intent based on what title tags, meta descriptions & SERP features are displaying e.g.
    • “coworking space London” = research
      • “12 best”, “Top 93”, “Coolest”,
      • Map pack
      • PAA
    • “office space London” = transactional
      • “To Rent”, “To Let”
      • Map pack
      • Twitter
      • PAA
    • Use a Custom Search Engine (cse.google.com) + advanced search operators
    • Scrape the results & extract title, meta, url – instead of this, just take the top 10 urls for a keyword from STAT and run them through SF to get that output
    • Search formula for intent words “best”, “buy”, “how”, etc. 
    • Distilled going to test removing all meta data and analyse what Google pulls through instead
    • https://www.aira.net/blog/how-to-automatically-categorise-keywords-for-the-buyers-journey/
    • Ngram analyser

 

 

6) Samantha Noble, Biddable Moments – Put your data where your mouth is

Notes

  • Use supermetrics GDS connector for awesomeness, including GMB data
  • Have your commentary’s in a submission format so you can see commentary’s from previous weeks/months.
  • Iframe your live pages into the GDS where appropriate
  • @helpfulLee creates a load of templates

 

 

7) Sarah Barker, Stickyeyes – One Search, combining your organic and paid strategies for greater effect

https://www.slideshare.net/Stickyeyes/one-search-combining-your-organic-and-paid-strategies-for-greater-effect-search-leeds-2019-sarah-barker-stickyeyes?qid=fbc028d2-ea5a-4f9a-abcc-e39d69bef988&v=&b=&from_search=9

Notes

 

 

8) Britney Muller, Moz – Machine learning for SEOs

https://www.slideshare.net/SearchLeeds/searchleeds-2019-britney-muller-moz-machine-learning-for-seos?qid=fbc028d2-ea5a-4f9a-abcc-e39d69bef988&v=&b=&from_search=5

Notes

  • Frase Content Research
  • Lumen5 video automation (creates a video from the text you paste in)
  • Amazon transcribe
  • Automated image optimisation
  • https://bit.ly/tf-for-poets
  • Codelabs (Google Developers)
  • Colaboratory
  • Monkey Learn (Google Sheets add on)
  • Algorithmia
  • Google NLP API
  • com
  • Cloud Speech to Text (live speech to text)
  • Imagenet
  • co.teachablemachine
  • Kaggle

 

 

9) Laura Hogan, JellyBean – There’s nothing wrong with being a vulture – using your competitors for SEO wins

https://www.slideshare.net/LauraHogan1/be-a-vulture-with-your-competitors-searchleeds-2019?qid=fbc028d2-ea5a-4f9a-abcc-e39d69bef988&v=&b=&from_search=7

Notes

  • 2 types of competitors;
    • The ones you rank against
    • The ones who you share an audience with (can be completely different products)
  • Easy way to gain links with a 50% success rate (usually 30%) is to find competitor dead links and steal them
    • If people are doing this – one more reason to be on top of link reclamation!
  • Build your media lists based on audience competitors backlinks
  • Buzzstream is a cool chrome plugin that pulls out journo info

 

 

10) Matt Holmes, Thomas Cook Airlines – How to run a great request for RFP process

Notes

  • “The Van Test” – Innocent Smoothies
    • Aka ‘could you spend 3hrs in a van with these people/this person?’
  • Tips for agencies responding to RFPs
    • Make everything about the client and their specific problems. Stop talking about yourself the whole time. I don’t care about the things you’ve done that aren’t relevant to us.
    • Know your elevator pitch; know what your agency story is – no it’s not that tool you’ve got, everybody has one.
    • I don’t want to meet the pitch team, I want to meet the people who will be working on the account.
    • The Pitch Doctor is amazing

 

 

11) Bonus deck we didn’t actually see from lord of the SERPs: How to make fake news for links

https://www.slideshare.net/OliverBrett/how-to-make-fake-news-for-links-searchleeds-2019-extended-edition?qid=fbc028d2-ea5a-4f9a-abcc-e39d69bef988&v=&b=&from_search=6

SEO Team Director

Paige Hobart – We Are Roast: SEO Team Director

As Team Director of the SEO department at ROAST, Paige plays a crucial role in the development and expansion of the ever-growing SEO team.
Whilst studying Marketing at Bournemouth University Paige got her first job in SEO. With over six years’ experience, Paige has had the pleasure of working within a variety of industries and with such brands as Harvey Nichols, Clarks, Experian & The National Lottery. As well as having the invaluable historic experience of the not-so-white-hat SEO practices of the past. Having joined ROAST in the summer of 2015, Paige has been at the core of the company and the SEO department since its inception, and in September 2019 had the pleasure of speaking on the main stage of Brighton SEO about her passion; SERP features.