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
- 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)
- 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)
- 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
4) Emily Potter, Distilled – Featured snippets, the achievable SERP feature
- 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
- 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
- “office space London” = transactional
- “To Rent”, “To Let”
- Map pack
- 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
- Ngram analyser
6) Samantha Noble, Biddable Moments – Put your data where your mouth is
- 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
8) Britney Muller, Moz – Machine learning for SEOs
- Frase Content Research
- Lumen5 video automation (creates a video from the text you paste in)
- Amazon transcribe
- Automated image optimisation
- Codelabs (Google Developers)
- Monkey Learn (Google Sheets add on)
- Google NLP API
- Cloud Speech to Text (live speech to text)
9) Laura Hogan, JellyBean – There’s nothing wrong with being a vulture – using your competitors for SEO wins
- 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
- “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