Crafting SEO strategies for longevity in a rapidly evolving digital landscape

Paul's talk is centred around the development of long-term resilient and effective SEO strategies, addressing the challenges posed by the rapidly evolving landscape of search engine algorithms, user behaviour, and technology.

He highlights the significance of foundational SEO principles, while simultaneously stressing the necessity for adaptability to keep pace with ongoing changes.

Transcript

1. Crafting SEO strategies for longevity in a rapidly evolving digital landscape Paul Ngoie WILLIAMS COMMERCE @paulngoie_SEO www.williamscommerce.com
2. Williams Commerce, we are a full service ecommerce agency part of the Brandwidth Group within the Next 15 Group PLC. Few interesting facts about me: ✓ SEO is both a job and a hobby ✓ I speak 4 languages fluently ✓ I have lived in 4 continents ✓ I am a massive F1 fan and Arsenal FC ✓ In 2013, I attended SES Conference in Shanghai, China. #brightonSEO
3. Albert Einstein Teaching assistant expressed concerns: “..this is the same exam you gave out last year. In fact, it’s identical.” Einstein replied: “Yes, it is the same exam…” “but the answers have changed!” #brightonSEO
4. What have shaped the landscape of SEO? #brightonSEO
5. Continuous updates to search engine algorithms. Search Engine Algorithms #brightonSEO
6. Surge in mobile device usage has led to mobile- first indexing by Google and other search engines Mobile #brightonSEO
7. Improved internet speeds have influenced SEO by emphasising page load times as a ranking factor. Broadband & Faster Internet Speeds #brightonSEO
8. AI and machine learning increasingly used in search algorithms to predict and personalise search results. Artificial Intelligence #brightonSEO
9. Key SEO Principles that have remain constant Relevance and Quality of Content Keyword Research and Targeting User Experience (UX) Backlinks Technical SEO Adherence to Webmaster Guidelines Adaptability to Search Engine Algorithms Meta Tags and Descriptions #brightonSEO
10. SEO 2024: Proving its endurance 53% of all website traffic comes from SEO. The 1st result in Google's organic garners a high average CTR of 27.6% 58% of all searches on Google coming from mobile. 40% of voice search answers are derived from featured snippets. #brightonSEO
11. SEO - myriad of things to think about Keyword Research Content Quality Technical SEO Accessibility Video SEO Core Web Vitals Content Diversification International SEO E-E-A-T Schema Markup Featured Snippets and SERP Features Mobile Optimization Local SEO Voice Search Optimization User Experience (UX) Social Signals Analytics and Performance Monitoring Link Building #brightonSEO
12. The challenges #brightonSEO
13. Challenges to SEO Strategy • Multiple Teams of Specialists • Multiple Product sites • Multiple Audiences • Multiple Countries / Languages • Multiple Technologies • Other organisational boundaries (i.e. culture, legal, business models) Challenges to SEO Strategy #brightonSEO
14. Crafting your SEO strategy for longevity #brightonSEO
15. Design a Framework that works for you The size of your website (single business unit or entire business) Resources Available Clear objectives from the get-go. Long-term of quick fix to rank. Successful SEO execution requires highly specialised work. Central SEO Team vs Extended SEO Team How are you going to execute you SEO strategy? Outsourcing vs In- house. You will always do some of the tasks in house by the extended team. 1. Scope of your SEO strategy 2. Divide the work 3. Choose your SEO approach #brightonSEO
16. Design an integrated SEO Ecosystem What makes SEO Succeed over a long haul is its operational excellence and how you integrate the various entities. SEO Technology Infrastructure Integration Keyword Performance Measurement, Analysis & Reporting Education, Expertise, and Structured learning. Content, Social Media & E.E.A.T Technical SEO Crawlable Infrastructure Relevance built into templates SEO into localisation process Continuous Optimisation Content Strategy Content Planning & Prioritisation Searcher Intent Modelling Keyword Page Mapping Content Promotion Keyword Centralisation PPC/SEO Co-Optimization Keyword Level Performance Always On Monitoring Rigid Training Program Knowledge platform Testing and Experimentation Updates and Adjustments Integration and communication
17. Centralised and Scalable SEO Framework Centralised Keyword Management Strategy ✓ Centralised Processes ✓ Reporting / Analysis tools framework ✓ Communication & standards Focused, targeted activities built on streamlined core processes – scaled across your organisation Reporting + Performance Optimisation Standards + Training + Operations Integration into Content & Infrastructure Workflow INDEXING URL Structure Canonical tags XML Sitemap Robots.txt file Serve Configuration Crawl Errors Core Web Vitals RELEVANCE Keyword Research Content Optimization On-Page SEO Search Intent Content Freshness User Experience (UX) Local SEO EEAT Link Building Rich Snippets Image and Video CLICKABILITY Title Tag Meta Description Schema Markup URL Structure: SERP Features Site Speed: Mobile-Friendly Social Proof Voice Search E.E.A.T User Experience Content Quality Authoritative Content Credible Sources Brand Building Secure Website Transparent Information
18. Key Pillars for a Long-lasting SEO Strategy PROCESS TECHNOLOGY KEYWORDS PRIORITIES PERFORMANCE #brightonSEO
19. Manage the Process #brightonSEO
20. Central SEO Team - Core values & Qualities Quality of your central SEO Team can make or break your SEO strategy and progress. Commitment to Quality Continuous Improvement Achieving Results Excellence Technical SEO Content Strategy Keyword Research Analytics & Measurement Expertise Adaptability Collaboration Resource Management & Problem-solving Capability #brightonSEO
21. Central SEO Team Coordinated Approach ➢Lower operating costs of running a complex SEO strategy / operation. ➢Whist capitalising of existing resources as your extended SEO Team. Purpose Central SEO Team Responsibility Deploy best practices, standard metrics and tools Consistent process, reporting, and optimisation methods Coordinate with Web Dev Team, Content, Analytics, PR and other agencies/partners Evangelise and educate business units/departments, stakeholders and geographies Standardised in-sourcing / outsourcing delivery #brightonSEO
22. Engaging all Stakeholders Senior Management Marketing analyst Web Developers Infrastructure team Content Strategists Copywriters Paid & Organic Media Team Web Operations Talk to anyone who impacts SEO performance #brightonSEO
23. SEO Knowledge Base: Enabling Excellence Empower individuals and departments with the expertise, insights, and skills necessary to excel in SEO. The KB creates a solid foundation for ongoing SEO success, innovation and excellence. Hub where SEO knowledge, best practices, research, tools, and resources are shared. #brightonSEO
24. Manage Keywords
25. Keyword Performance Review / Opportunity Central resource combining all important SEO data points for informed decision-making on SEO keyword performance, opportunities and priorities. Keyword Performance Ranked Keywords Ranked Unique URLs Search Volume (MSV) Ranking Position (Avg.) Keyword Difficulty (Avg.) Organic Clicks Organic Impressions GSC Ranking Position (Avg.) CTR % TOP PERFORMING 325 134 52,790 2 21 84,429 683,235 8.9 12.36% QUICK WINS 1,313 529 658,080 7 27 72,768 2,713,912 16.0 2.68% AREAS OF OPPORTUNITY 2,351 899 1,082,940 15 31 12,786 1,380,641 26.9 0.93% NEED IMPROVING 11,220 2,113 5,693,760 53 36 15,690 2,922,830 37.2 0.54% Grand Total 15,209 2,362 7,487,570 42 34 185,673 7,700,618 27.1 2.41% CTR = Top 3 Google results receive 54.4% of all clicks SEMrush Data GSC Data #brightonSEO
26. Keyword performance classification TOP PERFORMING Position 1 to 3 QUICK WINS Position 4 to 10 AREAS OF OPPORTUNITY Position 11 to 20 NEED IMPROVING Beyond Page 2 2.1% 8.6% 15.5% 78.8% This data-driven approach reduces guesswork and focuses efforts on areas that are likely to yield the best results and ROI. #brightonSEO
27. Keyword Categorisation – Keyword level data Transforming large amounts of unstructured keyword performance data into strategic data to help manage, benchmark and drive SEO keyword strategy. SEMrush Data GSC Data Precision & Adaptability
28. Site section level performance Categorisation Ranked Keywords Unique URLs Search Volume (MSV) Ranking Position (Avg.) Keyword Difficulty (Avg.) Organic Clicks Organic Impressions Ranking Position (Avg.) GSC CTR % Books 372 34 184,210 38 45 2,531 257,928 28.0 0.98% Catalog 3 1 330 8 29 4 265 10.1 1.51% Children 419 37 216,040 49 35 397 153,335 35.0 0.26% Customer 1 1 70 43 26 0 0 #DIV/0! #DIV/0! Delivery 6 1 2,410 59 40 4 3,131 13.3 0.13% Exhibitions 200 30 60,980 34 40 3,804 104,899 16.0 3.63% FAQs 40 1 28,880 58 40 4 4,757 28.4 0.08% Fashion 284 9 409,030 50 29 2,588 1,094,353 29.2 0.24% Gifts 367 27 135,170 45 29 2,673 100,388 26.2 2.66% Home Page 1,033 1 706,030 50 46 63,632 1,394,945 22.2 4.56% Homeware 390 15 381,780 51 42 677 206,682 46.1 0.33% Inspired By 723 57 274,890 42 37 6,820 438,038 22.2 1.56% Jewellery 408 10 384,550 50 39 7,574 350,762 36.3 2.16% Prints 414 42 193,040 38 38 2,526 189,964 26.5 1.33% Product Page 10,268 2,045 4,408,860 41 31 91,174 3,297,011 26.9 2.77% Replicas 117 6 40,680 48 29 269 71,469 31.6 0.38% Sale 13 3 2,410 60 24 6 1,208 9.4 0.50% Spring Summer Collection 1 1 170 48 5 1 2,013 57.2 0.05% Trade 150 41 58,040 41 33 989 29,470 28.0 3.36% Grand Total 15,209 2,362 7,487,570 42 34 185,673 7,700,618 27.1 2.41% Data-driven Decision Making 1 Keyword optimisation and expansion 2 Enhancing user experience and content relevant 3 Efficiency in resource allocation 4
29. Manage Priorities #brightonSEO
30. SEO Implementation – Strategy, Execution Planning and prioritisation DATA | STRATEGY / PLANNING | KEYWORD RESEARCH #brightonSEO
31. SEO Implementation Worksheet Page Category | Optimisation Timeline | Address (URL) | SEO Content on the page? | Keyword Notes | Ranking Keywords [Current] – Q3 2023 | Number of Ranked Keywords | Primary Keywords [Analysis + Research] | Secondary Keywords [Analysis + Research] | Page Titles [Current]
32. SEO Implementation / Strategy Page title Length [Current] | Page Title (NEW) | Meta Description [Current] | Length of meta- Description [Current] | Meta Description (NEW) | Length of meta-Description (NEW) | H1 Page [Heading Current] | H1 Page [NEW] | Notes
33. Tech Health Check- Prioritisation Demonstrate the complexity of SEO and the impact of making the changes #brightonSEO
34. Manage Technology #brightonSEO
35. Audit your site and CMS from the outset and fix and issue stopping the site from being crawled, indexed and rank well. Regular Technical health check Training the technical team, front end, backend and share knowledge with them regarding reasons why certain errors are occurring and how this can be fixed and impact this will have on long terms SEO. Share successes with all stakeholders (content, technology etc)– They have also contributed to SEO success Key Considerations in Managing SEO and Technology #brightonSEO
36. New projects, get SEO involved from the beginning, and throughout the design process and development. Build your architecture based on user intent, aligning your keyword research You want to minimise tech task as a well as empowing your stake holder with SEO knowledge related to their jobs Key Considerations in Managing SEO and Technology #brightonSEO
37. Optimise template for scale Page Title and Meta Data recommendations Header tags rare used correctly, incorporating SEO Introductory content at the top of the page. Internal linking to other key category pages https://www.finefoodspecialist.co.uk/wagyu-beef #brightonSEO
38. Optimise template for scale Ensure all parts of the page are indexable Include images, schema markup integrated More content at the bottom UX consideration - content doesn’t interrupt user experience. #brightonSEO
39. Optimise template for scale and global When ‘read more’ is clicked, expand with relevant content designed to provide information to the user and not for SEO. This page's content aims to strengthen E.E.A.T, along with other SEO elements.
40. Results “wagyu beef” 79 keywords rank to 3 position, with 61 keywords ranked for 1 page of Google, generating 7,455 organic clicks and over 480K organic impressions Keyword Performance Ranked Keywords Ranked Unique URLs Monthly Search Volume Ranking Position (Average) Keyword Difficulty (Average) Organic Clicks Organic Impressions Average Position (GSC) CTR % TOP PERFORMING 79 1 82,760 2 31 6,264 373,966 8.9 1.68% QUICK WINS 61 1 21,220 6 29 673 72,812 9.4 0.92% AREAS OF OPPORTUNITY 23 1 8,520 13 23 141 12,307 14.0 1.15% NEED IMPROVING 63 1 23,480 56 29 377 24,421 22.8 1.54% Grand Total 226 1 135,980 19 29 7,455 483,506 10.4 1.54% Organic searches are 8.5 times more likely to get clicked Paid searches are 1.5 times more likely to convert
41. Manage Performance
42. Performance Measurement and Analysis Anything important in an organisation gets measured, and SEO is no exception. Analytics + SEO Performance ✓ Website traffic ✓ Users' behaviour ✓ Conversion ✓ Ranking SEO Tech Audits ✓ Technical issues that need to be addressed. ✓ Tech Audits ✓ GSC Competition ✓ Identify opportunities ✓ Refine your SEO tactics and approach Findings and results of your measurements should feedback into the ecosystem of your strategy and SEO operation #brightonSEO
43. Regular and periodic performance reviews & updates ✓ Quarterly Strategy reviews ✓ Monthly detailed performance updates ✓ Weekly / Daily monitoring Adjust your strategy accordingly #brightonSEO
44. Diagnostic Monitoring - Technical Issues ✓ You have an array of tools at your disposal to monitor technical performance ✓ Develop a process for these issues to be acted up on #brightonSEO
45. Simplified Activity Reporting 5 things we did this reporting period 5 outcomes that moved the needle things we will do next reporting period Share results good or bad with all stakeholders #brightonSEO
46. Key Takeaways “organise the world's information and make it universally accessible and useful.” "Because the answers have changed!" #brightonSEO
47. Thank You! @paulngoie_SEO www.williamscommerce.com Let's connect on LinkedIn #brightonSEO