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

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.