The now & next of digital marketing: Key online trends impacting your business in 2015
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Transcript of The now & next of digital marketing: Key online trends impacting your business in 2015
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Digital marketing trends
April 2015Ian LloydDirector of Digital@ilfloyd
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• Digital• Organic Search• Trends• Risks• Actions
April 2015
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Where does your web site traffic derive from?
April 2015
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Fundamentals of SEO
April 2015
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April 2015
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What is Google doing?
April 2015
Updates slowing
Last 2 years average over 1 major update a month
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What is Google doing?
April 2015
Reduction of Panda
Increase of ‘unknown’
Authority steady
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Be prepared for Panda and
Authority (link) updates to be
integrated into the live algorithm
April 2015
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What can go wrong if you're
negatively affected?
Penguin = unnatural, spammy
link profile
Panda = low quality content, thin
pages, duplicate content
April 2015
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Penguin 3, Oct 2014 – Yell.com
April 2015
Visibility drop of 20%
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Penguin 3.1 – Motors.co.uk
April 2015
Visibility drop of 20%
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Panda – Ask.com
April 2015
Visibility drop of 75%
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How can I mitigate for these
issues?
April 2015
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Link auditing:
April 2015
Download & Sort
Disavow
Crawl 1
Crawl 2
Link Removal Team
Data Collection
AnalystManual Review
Dead LinksLive Links
Crawl
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Technical Auditing:
April 2015
http://www.webmarketinggroup.co.uk/blog/30-point-technical-seo-checklist/
http://www.webmarketinggroup.co.uk/free-seo-audit/
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The next big algorithm update?.............
April 2015
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Mobile algorithm today?
April 2015
30% of todays attendees are running
non mobile optimised web sites
Prediction - mobile ranking and mobile
traffic drops
The other 70%
Prediction - mobile ranking and mobile
traffic increases
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Study of our 146 clients
April 2015
https://www.google.com/webmasters/tools/mobile-friendly/
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Trends:• Slow down of large algorithm updates
• Integration into the live algorithm
• Businesses reacting by increasing their
investment into proactive rather than reactive
work:I. Continual link auditing (care for your link profile like
you do your customers)
II. Continual technical auditing (mobile/architecture)
April 2015
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Thank you
Ian Lloyd@ilfloyd