Get practical advice from SEO experts: Mark Williams-Cook is the Digital Marketing Director at Candour who also organises the SearchNorwich meetup; Maret Reutelingsperger is the founder of Mobe Digital, an inbound marketing and SEO consultancy and Mike Stepney is SEO Director of Blue Array, one of the UK's fastest growing SEO agencies. In this short ~20 minute talk they present bite-sized actionable SEO strategy and tips for improving the structure and content of your website in a manner that is friendly to users and search engines. This is offered free to the SEO community working from home during the coronavirus pandemic. Watch a recording of the stream to go with these slides here: https://www.youtube.com/watch?v=y50xCfx76Sg Visit https://www.authoritas.com for more SEO advice and SEO tools and data to help you drive more organic traffic to your ecommerce stores.

2. ● Mark Williams-Cook
● Maret Reutelingsperger
● Mike Stepney
AUTHORITAS
● SEO Jo Blogs - Growth Marketer
● Carrie Shepherd - Marketing Executive
Internal linking and content structure

3. Mark Williams-Cook, Director at Candour
● Started SEO with own affiliate / ad sites 16 years ago
● Digital Marketing Director at Candour
● Agency side for 13 years
● Built tools like AlsoAsked.com and AardvarkSEO
● Organises SearchNorwich meetup
● Host of Search with Candour podcast
● Master Scuba Diver Trainer 🐟

4. Hi, my name is Maret Reutelingsperger
● Founder of Mobe Digital, an inbound
marketing and SEO consultancy
● Background as both an in-house marketer
and at digital agencies
● Loves telling a brand’s story
● Runs a lot, but hates it all the way until it’s
done and the endorphins kick in

5. Mike Stepney
SEO Director, Blue Array
● 15+ years in the industry
● Started in 2004 with a network of sites that
grew into an agency
● SEO Director at Blue Array
● Strategic oversight of a number of big
brands
● Post-lockdown goal: finally climb Kilimanjaro

6. Mark Williams-Cook’s Tips
1. Distinguish and separate your ‘evergreen’
content from your news content
2. Consistent and planned approach with
internal anchor text

7. The blog is where evergreen goes to die 💀

8. The blog is where evergreen goes to die 💀
Blog: “How to de-ice your car”
E-com Homepage (Car site)

9. In a couple of years time...
Homepage -> Blog -> 2020 -> March - > Page 3 💀
Blog: “How to de-ice your car”
[updated April 2021]

10. Time sensitive Evergreen
Special deals for Black Friday How to de-ice your car
New gadget released What is a safe stopping distance?
Opening new premises Best car security systems
Not all content is time sensitive

11. Pillar/hub pages
“How to de-ice your car”
E-com
Homepage
(Car site)
The complete car
maintenance guide
“Which oil does my car take?”

12. Steps to clean up
1) Categorise time-sensitive / evergreen content
2) Group evergreen content together into clusters
3) Move “up” the search demand curve to intent that covers these clusters
4) Build ‘pillar’ pages* around these broader intent (higher traffic terms)
*A category type page can work, but you’ll probably get less links

13. Anchor text on internal links

14. Anchor text on internal links
● Good internal anchor text is helpful to users
● You don’t have the “Penguin” worries like you do with backlinks
● It’s often missed in site briefs or with content teams
● Can move the needle quickly on big websites

15. Sitebulb’s Link Explorer [new-ish]

16. Getting an overview with Sitebulb

17. i) Check links to important pages

18. ii) Check where specific anchor text goes

19. Steps to clean up
1) Immediate plan to tackle “click here” type anchor text
1) Prioritising systematic or side-wide occurrences
2) Review anchors to key pages
3) Spot check by anchor text
4) Brief content team / log where links should be going

20. 1. Why is internal linking a good idea?
2. Topic clusters are bee’s knees 🐝
Maret’s thoughts on internal linking

21. 1. It shows the relationship between content, which is great for both users and search engines
Why is internal linking a good idea?

22. 1. It shows the relationship between content, which is great for both users and search engines
1. It helps to internally share the link equity of a website
Why is internal linking a good idea?

23. Topic clusters are 💩

24. Topic clusters are 💩X

25. Topic clusters are THE 💩

26. A topic cluster is a group of
interlinked pages on a website
which talk about different areas
within the same topic.
Topic clusters are THE 💩

27. Like this
Topic clusters are THE 💩
Pillar
page
Cluster
content
Cluster
content
Cluster
content
Cluster
content
Cluster
content
Cluster
content
Cluster
content
Cluster
content

28. Actually more like
Topic clusters are THE 💩

29. Especially important since
E-A-T and BERT
Topic clusters are THE 💩

30. Creating topic clusters will help
search engines understand that your
business is an authority in the field.
Topic clusters are THE 💩

31. “Write really great content for your users and fulfill
the intent that they are seeking”
- Britney Muller, Moz
Topic clusters are THE 💩

32. 1. Create effective “hubs” supported by
relevant content
2. How to find untapped value
3. Don’t disregard the mighty breadcrumb
Top Tips from Mike Stepney

33. Improving the information architecture helps a user navigate the site but also
aids the flow of PageRank through the site.
“We’re in control of our internal links, let’s get them right!”
Top Tips from Mike Stepney

34. Create effective “hubs” supported by (all) relevant content
Hub
(Head
Terms)
Broader content (still
relevant)
Related topics
Tip 1

35. Create effective “hubs” supported by (all) relevant content
Hub
(Head
Terms)
Broader content (still
relevant)
Related topics
Tip 1

36. Create effective “hubs” supported by (all) relevant content
“Life Insurance”
Tip 1

37. Create effective “hubs” supported by (all) relevant content
Consolidate appropriate content into 1 strong hub page
Add robust internal linking from existing related pages
Introduce fresh informational content to further support
Tip 1

38. Create effective “hubs” supported by (all) relevant content
Remember relevance is important!
Convenient methods of finding appropriate linking opportunities:
● internal search facilities
● GSC
● site crawler
● good old site: command
Tip 1

39. How to find untapped value
Tip 2

40. How to find untapped value
Some typical hidden gems include:
● Branch/store finders
● Delivery info/ help
● Affiliate programs
● Forgotten resources
● Etc.
Tip 2

41. The mighty breadcrumb
Tip 3

42. The mighty breadcrumb
Tip 3

43. Thank you - over to Q and A
● All great tips from 3 experts
● Mark Williams-Cook
● Maret Reutelingsperger
● Mike Stepney

44. SEO Software
Generating Traffic that
Converts
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45. “How much content do you need to rank?"
● Charlotte Ross
● Alice Farren
● Martyna Walas
Thursday 14th May 2020 @ 4 p.m. SEO Advice, tea and cake with...