Category Archives: SEO

SEO Migration Checklist


Thinking of changing your business name and in turn your website URL? Then you’ll want to preserve all of the hard work that you’ve put into your current website. Here’s a simple SEO migration checklist to follow that will enable you to maintain your ranking and traffic.

Note: website migrations normally result in a short term traffic drop as it takes Google a while to process and make sense of the migration. So it’s advisable to perform a site migration during a quiet period of business.


  • Perform an automated site crawl of your current website to ensure that you have a record of all URLs and assets. Later you’ll be able to use this as a point of comparison.
  • Generate an XML sitemap for your existing website.
  • Create a spreadsheet that maps all old URLs from your current website to the most appropriate destination on the new site.
  • Factor in the need to create new content to ensure your redirects have a suitable place to go.
  • Agree on bench-marking metrics, these could be: rankings, pages indexed, organic traffic, organic conversions, organic revenue and bounce rate.
  • Register your website (if you haven’t already) in the Google Search Console (formerly Google Webmaster Tools).
  • Create a custom 404 page with a targeted link – this will help keep users on your website if the content they’re searching for no longer exists.
  • If you have business critical pages that already rank well organically then it may be worth creating some paid ads to have on standby just in case there are any major issues with the migration.
  • Ensure Google Analytics and other tracking software is switched on and tracking data.


During Migration

  • Annotate the launch in Google Analytics and other analytics programs.
  • Take your URL map and implement as 301 redirects.
  • Avoid redirect loops by updating internal links manually (don’t just rely on 301 redirects).
  • Test URL redirects and check indexation. It’s worth automating this with a tool like Screaming Frog. I like to back this up with a manual check of the SERPs (
  • Generate a new XML sitemap for your new domain.
  • Submit a change of address only for the migrated website in Google Search Console. Do not do this for the domain that isn’t moving.



  • Monitor and resolve errors daily.
  • Keep crawling the site and checking the SERPs to ensure that the redirects are working as intended. Do this daily for a month.
  • Update social share buttons to contain the new domain.
  • Reach out to sites linking to you (top tier sites first) and ask them to manually update their links to you. Don’t rely on 301 redirects for this.
  • Re-submit your link disavow file.
  • Check benchmark rankings to ensure organic visibility.

Following this checklist should result in a pain-free website migration and provide an excellent platfrm upon which to build a great local SEO strategy for your business. If you need any help with this feel free to get in touch.

Link Love 2013 – DiNOSEsaurs, Zombies & Actionable Insights

Stephen O'Neil, Wil Reynolds, Rand Fishkin & Will Critchlow at Distilled Link Love 2013

Yesterday I attended Link Love, a link building conference hosted by Distilled at The Brewery on Chiswell Street in London. The venue, hospitality and content of this year’s conference was superb and I even picked up a dinosesaur for Comic Relief.

All of the presentations were excellent and my favourites were: Ian Lurie from Portent, Ade Lewis from Teapot Creative and Distilled’s Will Critchlow. Ian’s presentation on Enterprise Link Spam Analysis appealed to the geek in me; Ade’s Small Business SEO for £350 per Month helped provide some much needed answers to questions that I had about local SEO and Will’s presentation about The Future of Link Building was certainly the most inspirational.

Below I have provided an overview of each presentation along with the key points that I picked up, a link to the speaker’s deck and their contact details.

I’d appreciate it if you could share my write up and look forward to any feedback.


Head Smackingly Simple: Post Conversion Link Building Tips

Head Smackingly Simple: Post conversion Link Building Tips

Wil Reynolds / SEER Interactive
@wilreynolds / Wil on Google+ / View Wil’s Deck

  • When it comes to link building, there’s no finish line ever. In fact acquiring the link is just the beginning.
  • Companies have been writing content even before the term ‘Content Marketing’ was coined. #RCS
  • Businesses that lose money on the first purchase are obsessed with the next step.
  • Buy the book Nudge. A nudge is a small thing that leads to something; in this case it could be a link. Examples of a nudge might be a newsletter subscriber, a new Twitter follower or even a mention on Twitter.
  • What are you doing that with a few small changes you can turn them into link building opportunities? For example, after a newsletter signup, ask customers to follow you on Twitter and provide a link.
  • Blogging about your vendor’s new features is a great way to build a relationship and may lead to the acquisition of a link.
  • Share what you do! Lose the mentality that if “…we can make money from you, we’ll help you” and just help people anyway. Helping people does more than building links and as the number of people you help increases, so too does the number of people who are willing to help you.
  • Take a look at Full Contact and use it to check for content marketers in your company database. Segment this list and use it to greater effect.
  • Perform some social proof to demonstrate your product / concept to new customers using existing customers. Social Proof + Conversions > Links.
  • Analyse what your link targets link out to and then create content to target this interest.
  • Use to find the details of company employees. If you’re already paying these people, utilise this and get them to link to you.
  • Check out it’s a great tool for helping you to better understand Google+.
  • Twtrland is an excellent tool for helping you to analyze a user’s engagement. Using this tool makes it easier to get involved in the conversation.
  • Use Little Bird to discover emerging influencers and connect with them before they become famous.


How Do I Get Them To Link?

How Do I Get Them To Link?

Lyndon Antcliff / Cornwallseo
@Lyndoman / Lyndon on Google+ / View Lyndon’s Deck

  • The problem with link bait is the attitude of the creator.
  • It’s easier to pick-up knowledge than change attitude.
  • Remember that content should be created for people, not bots. People do linking, not websites.
  • It’s far better to acquire one link from ‘the leader of the tribe’ – the influencer than 1,000s of links from un-influential people.
  • Our brains have evolved to be receptive to imagery.
  • Use social media to your advantage; don’t get sucked in and become a junkie. There’s a war going on at the moment, a war for people’s attention. In publishing you either get attention or you don’t.
  • The human mind can be categorized into three sections:
  1. Primal. Wired to keep you alive, this part of your brain responds to basic stimuli; it loves a cracking headline.
  2. Mid-level. This is your sub-conscious and it’s irrational, impulsive and loves things that make us feel good.
  3. High-level. This is your conscious and responds to auditory and visual input. Most decision making is not conscious.
  • In terms of producing link bait the article headline should target the primal part of our brains; the body content should satisfy the sub-conscious and the conscious should feel like it’s making the decision.
  • Ultimately when producing link bait you need to think like the Economist and create like the Sun. Get attention and get engagement!
  • Creating content that delivers great links costs money, investment and risk, but the rewards are worth it.


23,787 Ways to Build Links in 30 Minutes

23,787 Ways to Build Links in 30 Minutes

Hannah Smith / Distilled
@hannah_bo_banna / Hannah on Google+ / View Hannah’s Deck

  • Don’t buy links from Fiverr – you really don’t want them.
  • Crappy link building is not sustainable. You cannot get away with manipulative link building anymore. There are a number of sustainable ways to build links.
  • Use Zemanta for outreach by delivering quality content to bloggers who are looking for references to link to. It’s worth paying to have your content promoted.
  • Make photos embeddable so that when people attempt to steal them they are presented with the option to embed an image credit back to you.
  • Upload images to Flickr and licence them under creative commons.
  • Stop referring to image credits as attribution links, non-SEOs don’t know what these are. They’re image credits!
  • Check the statistics of your YouTube videos, reach out to people who have embedded your videos and ask them for a link.
  • Rapportive is a nice tool for visualising your outreach target’s contact details inside Gmail.
  • Build something and then offer to write for the company whose tools you used. They may link back to you.
  • Add a ‘by line’ to each article you write and link this back to your Google+ profile.
  • Become a regular contributor to related blogs, not just a one night stand.
  • The Guardian published lots of high quality data; use it to create infographics that attract links.
  • Leverage existing assets and create new assets to leverage.
  • Do stuff that attracts links, rather than stuff for links.


Enterprise Link Spam Analysis

Enterprise Link Spam Analysis

Ian Lurie / Portent
@portentint / Ian on Google+ / View Ian’s Deck

  • When conducting enterprise link spam analysis you need to discover all of your links. Use Google Webmaster Tools, SEOmoz and Majestic SEO to ensure that you’ve captured everything.
  • Start by removing URLs that have spammy looking names or poor anchor text distribution. Filtering must be perfect otherwise you risk being shut off by Google. Next, analyze each link’s moz rank and domain authority score.
  • This process presents two difficulties: the first is that you must identify every bad link; the second is that you must communicate to your clients why the offending links must be removed. This can prove tricky if they’ve invested heavily in these low quality links.
  • Ian built a piece of software to help accomplish this and has integrated a machine learning algorithm to assist.
  • Machine learning can be divided into the following areas: ‘training set’ – data related to high quality and spammy domains; the ‘algorithm’ – supervised or unsupervised. Supervised means that the system is given the training set, whereas unsupervised indicates that the system learns on its own. Finally the result is a ‘classification’ – this is the answer, was the system correct?
  • Check out Google’s How Search Works. They’ve become very sensitive to the context of a link. They’re spam tolerance is declining and what might have been acceptable last year, will certainly not be accepted this year.
  • Clean up your link profile now or get buried.


How to Build Agile and Actionable Link Data Reports. With APIs. (Live Tutorial)

How to Build Agile and Actionable Link Data Reports. With APIs. (Live Tutorial)

Richard Baxter / SEOgadget
@richardbaxter / Richard on Google+

  • It’s incredibly easy to use APIs to create client reports and develop prototypes.


How to Transform your CEO into a Link Building, Social Sharing Machine

How to Transform your CEO into a Link Building, Social Sharing Machine

Rand Fishkin / SEOmoz
@randfish / Rand on Google+ / View Rand’s Deck

  • A CEO sets the mission, vision and strategy in an organization. They should live, breath and spread the core values. Amongst other things they should be the brand’s evangelist.
  • Why would a CEO do the marketing themselves? No one else will know the business as well as they do. No one else has the CEO’s reach or coverage. No one else has the CEO’s authority.
  • Much of what makes leaders great is also what makes them great marketers.
  • There are 3 kinds of great CEO marketers:
  1. The Richard Branson. He leverages the celebrity of himself and his position to benefit his brand.
  2. The Danielle Morrill. She’s an active blogger and social user.
  3. The Jeremy Stoppelman. Personally passionate about an issue.
  • What if you can’t be that CEO? Delegate to an internal marketing leader, rely on your product or be good at other stuff.
  • CEOs should:
  • Understand and evangelize how your funnel works.
  • Be proactive in their industry.
  • Leverage the press wisely. For example, paid, paid vacation – link building through policy.
  • Empower their marketing team.
  • Get good at one or more forms of content.
  • Recognize marketing accomplishments the way that product, engineering and financial milestones are recognized.
  • Optimize your online bio and update it regularly.
  • They amass favours and then ‘cash them in’ – possibly for links or shares.
  • They leverage their contacts to amplify messages.
  • They embrace authenticity.
  • Authenticity is winning over the old corporate world.


Small Business SEO for £350 per month

Small Business SEO for £350 per month

Ade Lewis / Teapot Creative
@Teapot_Ade / Ade on Google+ / View Ade’s Deck

  • Small business SEO relies on a strong relationship with your client. You need to understand and aim to be an asset to their business.
  • It’s not about doing everything, the budget probably doesn’t allow for that. It’s about doing enough to shift the needle and make a difference.
  • Stay away from spammy activity!
  • A small business is any organization comprising 10 people or less. For example, plumbers, mechanics, builders, hairdressers, fitness instructors, coaches, etc.
  • Start with some realistic goals to aim for. What can reasonably be expected within the budget.
  • Educate the client. A poor website is unlikely to convert new business leads and will reduce credibility; upgrade the site as a priority. Help your client to have a website that deserves to rank.
  • To be successful online the client must be credible online.
  • Within 15-minutes someone in your team should be able to look at a client’s existing website and come up with a whole A4 page for initial improvements.
  • Run your client’s site through the SEOmoz optimization tool and ensure that the key pages have ‘A Grades’.
  • Target local search, there are some big wins to be had.
  • Analyze target keywords using the Google keyword tool. Look at the number of local searches with an exact filter.
  • Ensure that your client has a blog and teach them how to curate content. They should be blogging about things that interest their customers and not just their business.
  • Blogging about local topics and issues is a great way to accumulate backlinks. If you’ve made someone look good, let them know.
  • A good idea is to add the local area to the blog as a category.
  • Finding and fixing orphaned links, such as 404s is a great way to approach small business SEO.
  • Combine existing pages. A bigger site is not always better; a smaller site with fewer pages that add real value is preferable.
  • Ask your client for a list of everyone that they know personally or through business who has a website. Now call each person on this list and ask them to link to your client. Offer them a free link check on their website. If you explain why links are important and tell them how to fix it you may well acquire another new client.
  • The goal is to place 5 links each month. To do this use the link prospecting tool to identify domains with domain authority 30-60. Send 25-30 outreach emails per month in batches of 10 emails.
  • Once you have your prospects, use Buzzstream to build a relationship.
  • For content creation on a budget use or .com (.com’s cheaper). Always go for 4 star quality authors and build teams of writers. Give them a 1-day deadline and set out a rough structure for them to follow when writing the article.
  •  Identify tactics that could work for your client and breakdown into chunks.
  • Be creative. Information will get you from A to B but imagination will get you anywhere.


Out of 5 million infographics only 1.3% will give you an orgasm in 0.3 of a millisecond

Out of 5 million infographics only 1.3% will give you an orgasm in 0.3 of a millisecond

Claire Stoke / Mediaworks
@killer_bunnie / Claire on Google+ / View Claire’s Deck

  • At the heart of every infographic are the statistics used to create it.
  • Find data, sort it into useful chunks and then arrange it into a presentable and intuitive format.
  • An effective infographic should have a journey.
  • Infographics are nothing new; they’ve existed for hundreds of years. Even Florence Nightingale created one in 1851.
  • For an idea to work well as an infographic it must be well researched, well presented and well placed.
  • There are a number of types of infographics: statistical, geographic, training / timelines, opinion pieces and sourced data.
  • When creating infographics always have 3 target audiences in mind, that way if it doesn’t resonate with one, you have the others to fall back on.
  • Go to highly shareable, high PR sites so that it’s easier to acquire links from smaller site afterwards.
  • It’s worth using LinkedIn to engage with the owners / decision makers behind these high PR blogs. Get an introduction by joining a LinkedIn group.
  • Everyone should be creating seasonal infographics and aiming to win.
  • Save your creativity by understanding the community and developing your social accounts.
  • Every infographic needs an effective header, a hook, a path through the infographic and must be arty but simple. Consider typography, icons over text, colour palette (check out Colour Lovers) and promotion.
  • Reference your data well and add a creative commons to protect your own work.


The Future of Link Building

The Future of Link Building

Will Critchlow / Distilled
@willcritchlow / Will on Google+ / View Will’s Deck

  • Link Love 2013 will be the last; the focus has now shifted to content and social.
  • The question asked by most clients used to be – why don’t I rank? The answer was you need links. Fast forward to 2013 and the question has remained the same, but the answer has changed to – not those links.
  • The best ways to build links nowadays involve more than just the link.
  • Aim to build flywheels over the unsustainable.
  • Learning is greater than training.
  • Everyone hates SEOs because we have broken: directories, comments, forums, infographics and guest posting.
  • A quote from Eric Schmidt: “Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance.
  • Worry about how slow your site is or how few journalists you know. Stop worrying about nofollow and start worrying about whether anyone will actually click the link.
  • You need to be good at content, technology and fame. Your strategy needs to cover all three. Try to earn attention instead of shares. Measure links based on engaged users.
  • Want to improve as an online marketer? Make yourself uncomfortable and push yourself!
  • Pitch a journalist who will run a story based on your tip. Make sure you stay in touch with that journalist.
  • Present to a crowd or board of Directors.
  • Negotiate with a salesperson and get 10% off.
  • Record a webinar.
  • Reach out to a hero.
  • Debate a business case, there are some good ones here.
  • Sell something door to door.
  • Make 10 cold calls.
  • Run a live usability test. For example, go into Starbucks and ask someone to look at or search for your site in exchange for a coffee.
  • Answer 3 customer calls.
  • Read to a child.
  • Install a web server, break it with too much traffic and then fix it.
  • Contribute to an Open Source project.
  • Make something and sell it online.
  • Film and edit some videos.
  • Make a graphic and get 20 shares.
  • Make an interactive infographics in a day.
  • Build a wireframe.
  • Remove someone from a photo.
  • Rewrite and/or redesign a landing page.
  • Write for a publication you’ve previously bought.


I hope you’ve enjoyed reading my write up. Feel free to leave me a comment below or connect with me on Twitter or Google+.

Article by Stephen O’Neil.

#BrightonSEO – An Overview September 2012


On Thursday I travelled to Brighton to attend an e-Commerce roundtable hosted by SiteVisibility. If you’re ever invited to participate in one of these discussions I would recommend that you attend. I found the opportunity to discuss issues being experienced by others in similar in-house roles to me to be reassuring. The roundtable lasted for approximately 1.5 hours and that’s about all I can tell you (why?).

After the roundtable I headed out for a few beers with @stukerr, @dkoblintz and @brightonrob. This provided an opportunity to experience some of Brighton’s nightlife and discuss some more specific SEO related issues.

#BrightonSEO – The Speakers

For me the standout presentation of the day was ‘Predatory Thinking’ delivered by CSTTG’s Executive Creative Director, Dave Trott. A close joint second were ‘SEO Deliverance’ by Tony King, SEO Managing Consultant at Semetrical and ‘How to be a better SEO’ by Richard Baxter from SEO Gadget. Here are some key points from all of the day’s presentations:

Dave Trott | CSTTG

“Predatory Thinking”

  • Pure Creativity: art and poetry – they typically have no use, but help to progress towards Applied Creativity.
  • Applied Creativity: films and advertising.
  • Bauhaus design principle – form follows function. Understand the problem to be solved before doing anything else.
  • 90% of advertising last year was not remembered / noticed. 90% of everything, including SEO is not noticed.
  • Practical creativity involves killing the competition to make the consumer remember you and not the wallpaper (competition).
  • How do you make your ad stand out? How do you solve this problem? By turning it into one that is easier to solve.
  • Analogy: 2 guys are in the jungle and they spot a hungry tiger. The first guy pulls out some running trainers to which the second guy says: “…you’ll never out run that tiger”. The first guy replies “…I don’t have to, I just need to outrun you”.
  • Most people don’t understand the media. 90% of the media doesn’t work!
  • What most people think of as the media: TV, radio, online, the latest gimmick – isn’t actually the media; the human consuming these mediums is the media.
  • Everything you do is a conversation and it has three elements:
  1. Impact
  2. Communication
  3. Persuasion
  • Most ads die at the impact stage so they never get the opportunity to communicate with the target audience or even persuade them.
  • Most agencies spend time focusing on persuasion when they should be focusing on the impact.
  • Remember that if you focus and get the impact right, the persuasion might be wrong, but at least you have a chance of the persuasion working. If no one sees your ad because it doesn’t make an impact then nothing happens.
  • Complication is weakness and simple is strength. The problem with creatives is that they have a fear of the obvious. They want to be different.
  • Einstein: if you can’t explain it to an 11 year old then you don’t understand it yourself.
  • When communicating it’s important to remember who you’re communicating with. You need:
  1. A client language – to give yourself credibility.
  2. A consumer language – to help persuade them in your language.
  • Edward de Bono: complexity means distracted effort, simplicity means focused effort.
  • How does the mind work? Everything in your mind is either: ‘me’ or ‘not me’ – just like Freud’s ‘The Ego and The Id’.
  • The mind is a grouping machine. The mind pre-selects from groups.
  • Imagine you have 20 ads in a newspaper, one of them is yours, but it doesn’t stand out. Therefore you can only expect to acquire 5% of the reader’s mind share at best. Now consider that your add is radically different to the other 19. You can now look forward to a possible 50% mind share.
  • So how do I make an impact? By being different!
  • There are 2 types of people: opinion formers and opinion followers.
  1. Opinion formers want to stand out and like to talk a lot. If you go into a pub, they’ll usually be the ones leading the conversation in a group.
  2. Opinion followers don’t want this kind of attention – it would embarrass them.
  • Get opinion formers to disseminate your message to the opinion followers. Opinion formers like to be given things to talk about – conversation fuel.
  • Remember that you cannot do the same as everyone else and expect to stand out.
  • Predatory thinking is just applied creativity. Work out what drives people.


Anthony Mayfield | Brilliant Noise

“Do You Speak Brand?”
Download the Deck

  • We live in post penguin, post panda times – what else can we do in marketing to be useful?
  • SEO is a broad church and SEOs like to categorise themselves e.g. “…I’m a white hat and you’re a black hat”. This is nonsensical to clients.
  • SEOs are starting to split out into three main camps:
  1. Data
  2. PR and Content
  3. Black Hat
  • We should start fusing SEO with different disciplines, particularly as SEO is weakened when undersold and/or miss-sold.
  • Search is dependant on other disciplines within earned media: social media, content, user experience and PR.
  • Earned media budgets are too small. Fortunately we are beginning to witness a shift in budgets from traditional advertising over to earned media. Coca-Cola is switching 20% of their advertising budget over to inbound marketing.
  • When selling earned media use stories to help demonstrate how it brings in customers and increases reach.
  • Rehearse 3 to 4 sentences about what SEO is and why it matters to a business.
  • Search is a database of insight into the consumer’s intentions.
  • Story: Lucky 7. A lady used to get really annoyed with the same old boring companies appearing at the top of the SERPS. They all looked the same and offered no value to her. Her solution: skip to page 7 in order to bypass all of the optimised results.


Stephanie Troeth | Mail Chimp

“Speaking Your User’s Language”
Download the Deck

  • Language is an essential part of user experience (UX).
  • Instead of asking what is UX? Ask what makes a unique, great product?
  • Remember that it’s your brand that differentiates you from the competition. So how does a user experience your product?
  • When a user first loads your site they ‘feel’ before anything else. How do you want users to experience you?
  • When planning your website try wire framing and start with the mobile version of the site, then work backwards to the desktop. This will help you determine what’s really important.
  • Talk to your user! Close ended techniques are great for refining and discovering patterns: a/b testing, usability testing, remote testing tools and heuristic evaluation.
  • Open ended techniques are good for discovering if people really understand your brand: surveys, card sorting, focus groups, interviews and listening labs.
  • Are you evoking an emotional reaction or a rational act with your website? Look at the language you use: tone of voice, placement and context.


Martin Belam | Emblem

“How to make firends and influence robots”
Download the Deck – Coming Soon

  • Behind every query there’s a human with a need. How clickable / attention grabbing are your headlines?
  • Navigation. How spiderable are they for search engines and how usable are they for users?
  • How does the user flow around your website? Use cards to represent content on your site and then invite users to re-organise them based on how they’d expect to see them.
  • Wording on your website sets the tone.
  • Stop using nofollow for internal page sculpting. This is like a red rag to a bull (Google). Think more about those using your website – what would they expect to see?
  • Loosemore’s law – people get more frustrated with delays the faster their internet connections are.
  • A faster page loading speed builds credibility and trust. Work on this.
  • Look at the green signup button on Facebook’s homepage. The wording used, the size, shade of green and positioning on the page are all determined by data.
  • Do a/b testing as well as SEO. It’s about getting the balance right.


Rebecca Weeks | Manning Gottlieb OMD

“Chasing the Algorithm: Smart SEO or Hopless Effort?”
Download the Deck – Coming Soon

  • Without good content you will only ever close the gap between you and your competition.
  • Trying to optimize a rubbish site is like adding a great conservatory to a crappy house.
  • If you’ve got local pages that need optimizing then build local links to them – this works!
  • Reliable, long lasting SEO techniques work better in the long run compared to black hat techniques.
  • Chasing the algorithm isn’t recommended. Smart SEOs focus on learning and adapt to Google’s changes gradually.
  • Penguin – analyse your back link profile. Does it look natural? At the time of OMD’s experiment 80% of their backlinks were on exact match keywords. OMD retargeted these to domain, brand and brand plus location.
  • Learn from mistakes to develop a stronger strategy.
  • Best practice SEO is not always possible – in these circumstances walk away.


Tom Anthony | Distilled

Download the Deck – Coming Soon

Due to sickness Tom was unable to present his slides. @willcritchlow from Distilled presented on Tom’s behalf.

  • Over the next 10 years the majority of users will stop using websites. Instead they’ll use their phones – we should be designing for this.
  • Websites have evolved from the days of text only and now incorporate videos and social elements.
  • We’re consuming the web everywhere we go.
  • It’s still a good idea to be in the ‘right’ type of web directory.
  • Search is starting to add additional context, for example, the weather, authors, football results, etc
  • Searchers are interacting differently with the results. The days of 10 blue links are over.
  • Search has moved from the general to the specific. For example, “I’m looking for a hotel in London”.
  • Traditionally the customer would interact with the website and/or customer service team to extract their information from the company database. Now they’re using APIs more and more.
  • API: Application Programming Interface.
  • Artificial Intelligence will bring about a decline in the number of webpages viewed.
  • As SEOs you need to be looking towards the future: Google glasses / augmented reality.
  • Natural language processing is the future – not Siri.


Richard Baxter | SEO Gadget

“How to be a better SEO”
Link to Blog Post

  • What are your goals? Define them.
  • Get a mentor or copy someone you respect.
  • OK isn’t good enough. If you don’t love it, it isn’t ready.
  • Learn to pitch yourself and seek the most elegant way to communicate.
  • You want to be perceived as the authority in your space.
  • Learn something new once a week.
  • Create a positive feedback folder, then analyse each item and ask what could I have done even better?
  • Always look to develop a new process and try to do things differently.
  • When walking out onto your stage (your office) act like it’s your best day, even if it’s dreadful.
  • Rehearse! Everything!
  • Step out of your comfort zone!
  • Make yourself indispensable by learning a specialisation.
  • Pitch for the job that you want. What is your goal?
  • Learn to sell anything.
  • Make people realise how much you care about what you do.
  • Know your figures – always!
  • Communicate your successes regularly – company email.
  • Leadership comes from certainty which comes from confidence.
  • Give your boss good news..
  • Turn amazing into exceptional by working on yourself a little everyday.


Tony King | Semetrical

“SEO Deliverance”
Download the Deck – Coming Soon

  • What is SEO deliverance? How to deliver SEO change at big brands.
  • Review your situation in the business – you want to be seen as ‘the Guru’.
  • You need influence in the business.
  • There are 3 phases to deliver change:
  • Research phase – know your market, know your competition and know your website.
  • Development phase – know your objectives, know your strategy and know your limits.
  • Implementation phase – know your audience, know your plan and know your shit.
  • Who are your competitors and how are they performing?
  • Get to know your market through keyword research.
  • You can also assess the SERPs by looking at image and video results.
  • Crawl your competitors’ website – what’s their architecture, how do they achieve rankings? What are their weaknesses? can help with this.
  • You need to understand your site. Use SWAT analysis, review your analytics, run a crawl, review your architecture and initiate an SEO audit. Schedule regular crawls and then use all of this data to monitor your site post implementation.
  • When auditing your site look at: robots.txt, xml sitemaps, URL management (upper / lower case variations, parameter ordering, trailing slashes), site speed, domain management (redirection status, canonical setup and domain renewals) and 404 error handling.
  • What’s your company mission? How does this fit with your website goals and objectives? Is your tracking setup correctly? What’s the value of each goal? Are objectives aligned?
  • Do you have the staff and resources to deliver the required change?
  • When defining budgets allow for seasonal trends. Consider a financial calendar. What are the projected returns?
  • Know your limits. Build and develop a search team (read, debate and innovate).
  • Identify departmental advocates.
  • Define and assign responsibility to your team. Evaluate and then provide feedback.
  • When pitching change consider who they are, what their objectives are and consider your deliver mechanism. Pre-empt responses.
  • Know your plan: start with a business case. Let the figures speak for themselves – don’t try to blag it. It’s all about the ROI. Money talks and bullshit walks.
  • Deliverance is only the beginning. Now you need to : monitor and maintain performance.
  • Quantify changes and then you will see returns when rankings increase.
  • SEO is a long term strategy. You don’t get immediate rewards.


Lynne Murphy | University of Surrey

“Separated by Common Language”
Download the Deck – Coming Soon

  • Lesson 1. Just because you dislike something, doesn’t mean it’s an Americanism. Defoe was using the phrase “face up” rather than “confront” back in the 1700s.
  •  Lesson 2. American English is no less logical than British English. -ise instead of -ize, colour instead of color and herb instead of erb are all French influences on the English language added during the Victorian era.
  • Lesson 3. If you’re looking for logic in vocabulary you’re looking in the wrong place. The Victorians replaced the word egg-plant with aubergine back in the 1800s. It’s not easier to spell or pronounce.
  • Lesson 4. Americans have saved the English language. The correct and original pronunciation of the word herb is erb. During the 1800s the British became obsessed with class distinction and so added the h. Anyone who dropped the h was considered common and of lower class. To this day the Americans correctly pronounce the word herb – erb. So in a way they have saved the English language by continuing to use it correctly.
  • Lesson 5. Back-lashes are ugly. Arguing over pronunciation and spelling, and criticising and deriding others for the way they use language doesn’t benefit anyone. All it does is create tensions between groups of people.
  • Take away: Let’s acknowledge that English is a living language that thrives on borrowing and which is constantly changing.


#BrightonSEO – The Lightning Sessions

Aleyda Solis | Orainti Search Marketing

“7 Things You Need To Know About Mobile SEO”
Download the Deck


Simon Penson | Zazzle Media

“Understanding Content Flow Using Visualisation”
Presentation Transcript and Deck


Yousaf Sekander | Rocket Mill

“Reverse Engineering Your Competitor’s Social / Content Strategy”
Link To Blog Post


Berian Reed | Auto Trader

“Future Proofing SEO On Large Websites”
Download the Deck


Sion O’Connor | Vanquis Bank

“Client Checklist For SEOs”
Download the Deck


Danielle Fudge | Forward3D

“Links Using Pinterest”
Download the Deck – Coming Soon


Tom Lewis | DC Storm

“Attributing Beyond The Last Click”
Download the Deck – Coming Soon


Jason Woodford | SiteVisibility

“The Business Of SEO & How It Can Make The World A Better Place”
Download the Deck – Coming Soon


Anna Lewis | Koozai

“Quickfire Analytics – 7 Freebies In 7 Minutes”
Get The Freebies & Download the Deck


Thanks for reading my BrightonSEO overview, I hope you enjoyed it. Please feel free to share this post with those who might find it interesting. If you were at the conference feel free to say hello and leave me a comment.

Distilled London #LinkLove 2012 Pointers


Yesterday I attended Distilled’s sell out Link Love 2012 conference in London. This was my first visit to an SEO conference and I was lucky enough to watch presentations given by the industry’s leading search engine marketing experts. In this post I’m going to share with you a few key pointers from each presentation. Continue reading