This presentation took a look back at how SEO has been mostly viewed in the past, what it is now and how to measure your traffic on site with some basic reporting.

1. The evolution of SEO and is it dead?

2. About us • Founded in 1999
• Web design, development & search specialists
• Cambridge based team of 20
• Comprehensive portfolio of clients
• RAR+ recommended
We’re an award-winning full
service digital agency, with a
passionate team of creative,
technical and search marketing
web experts.

3. What most people know about‘SEO’
- Black hat SEO
- Link building
- Spammy tactics
- Clickbait
- Keyword Stuffing
- Poor content
- No consideration for UX or Accessibility

4. None of these are good for User Experience or Accessibility.

6. Panda, penguin and Hummingbird are updating all the
time!
Panda- Websites without good content were penalised.
Pengin- Websites buying spammy links were penalised.
Hummingbird- Search becomes much more intelligent, it
understands the meaning behind the query rather than specific
keyword matches.
Mozcast- http://mozcast.com/

7. Dispelling the myth- SEO is
magic
SEO is not magic, it is a mixture of the following:
1 Part Social
1 Part Content
1 Part Conversion and Goal optimisation
And yes… some fiddling about with key search terms on
site in Alt tags, text, header and, meta tags.
…. You can’t make a sponge cake with just eggs.

8. What do we now consider to be important in SEO
- User Experience
- Quality content- using content to answer questions
- Finding and connecting with your audience
- Accessibility
- Clear goals and paths for your users on your website
- Quality link building
- Social interactions

9. SEO Has Become More User- Centric

10. How Do You Know Your Website Is Working?

11. Google Analytics & Google Tag Manager
Install Google Analytics by adding the Google Tag Manager Container
Code…
- Manage multiple clients from one login.
- Set up Events to track key website conversions.
- Add Events in Analytics as Goal.
- No coding required.

12. Link Google Search Console to Google Analytics
Allowing Analytics and Search Console to link means that you
can enable additional SEO reports.
admin>property settings>search console
- Search Queries
- Landing Pages
- Geographical Summary
- Devices
( You will need full property management permissions to do this
and a verified property in Search Console to link to)

13. Link Google Search Console to Google Analytics
- Keywords with a low click through rate, but a good average
position. Once you know them, you can change the meta title
and description of your page to improve their click through rate.
- Landing pages with a good click through rate, but a low
average position. These pages can be easily run through an on-
page optimization process that will improve their rankings.
- What are the countries of your organic visitors and who
your target market is.

14. Google Analytics & Site Speed
Page speed is a ranking factor for search engines and
Google Analytics now has a nifty report available that lets
you see the load time of your pages.

15. Exit Pages
Use the Exit Pages report to find pages showing high exit
rate levels.
Exit pages can help establish scenarios for why the user is
leaving at that page.
This might be related to;
- Poor UX on the page
- Converting another way, picks up phone etc.
- Not the right content for them

16. Exit Pages- Users Flow
audience>users flow
This report gives you an idea of
where users are leaving the site
and which pages they move on to.
Hover over each stage of the flow
to see more information.

17. Thank you!
Your Digital Agency