Be More Punk. Fuck The Experts

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Don’t Listen To Me

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Don’t Listen To Me

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Or Ian

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Or Patrick

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Or Rand

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And Especially Not Neil Patel

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Don’t Listen To Them Or Me

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They’re Experts. We Are “Experts”

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They’re Experts. We Are “Experts” Blindly Listening To Experts Is A Bad Thing

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Sometimes It’s Just Not Quite Right

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Sometimes It’s Just Ridiculous

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You’ve Heard This Somewhere Else Right?

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#POLITICAL

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Dave Trott Taught Me About Experts

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Dave Trott Taught Me About Experts

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He Accidentally Invented The Format For Gaming The LinkedIn Algorithm

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He’s Written Several Times About Experts http://davetrott.co.uk/2015/11/experts-are-pulling-our- legs/ https://www.campaignlive.co.uk/article/dave-trott- marketing-experts-do/1331473 http://davetrott.co.uk/2009/12/the-experts-v-the-rest-of- us/ http://davetrott.co.uk/2016/04/why-experts-are- precisely-accurately-wrong/ http://davetrott.co.uk/2010/08/dont-trust-experts/

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"People only listen to experts because it saves them having to take responsibility when things go wrong."

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So What Has This Got To Do With Digital?

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Oh. Didn’t You Get The Memo?

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SEO IS DEAD

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Give Us Something Actionable!

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I Want To Talk About Testing On- Page Optimisation

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I Want To Talk About Testing On- Page Optimisation Just Don’t Listen To Me Blindly

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I Want To Talk About Testing On- Page Optimisation Just Don’t Listen To Me Blindly To Make Things More Exciting I Actually Did This Stuff Especially For Tonight

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And Hoped That I Would Have Something To Talk About

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On-Page; Not SEO In General

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On-Page Stuff That Any Of You Can Change Today

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Any Of You Can Change Today

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Any Of You

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And Get More People To Your Website

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Distilled Recently Launched This

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Ranking Studies Say This (More Experts)

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Best Practice Is What Everyone Does https://www.slideshare.net/Branded3/stop-best-practicing-start-doing-stephen-kenwright-at-searchleeds-2016

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So I Ran Some Quick Tests That I Could Share With You Guys

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I Used A Few Tools

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But You Can Punk This Shit

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Just Be Careful When Reading The Data http://www.blindfiveyearold.com/analyzing-position-in-google-search-console

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Can We Bring It Back To Life? https://www.flickr.com/photos/milesgehm/5032424312/

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Can We Bring It Back To Life?

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Can We Bring It Back To Life?

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More Traffic! Better Rankings! Featured Snippets!

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29/12/2017 • Gathered Data • Ran SEMrush On Page Checker • Took Screenshots • Added A New Meta Description • Keyword Research • Ranking Snapshots • Set up Sanitycheck •

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03/01/2018 • New Title Tag • Adjusted

Tags • Requested Indexing • 10 Minutes • Bought Some Tartan Trousers

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04/01/2018 • Added Last Updated Code to Wordpress

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05/01/2018 • Updated Post With Examples • Added Semantics • Added Video • Submitted To Google • Indexed In 3 Minutes

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08/01/2018 • Added Jump Links • Went To The Pub • Defaced Picture Of Queen

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09/01/2018 • Added Questions/Templates • Added Numbered List • Added Extra Resources • Resubmitted To Google • 15 Minutes To Index

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15/01/2018 • Optimised Using TF*IDF • Resubmitted To Google • Indexed In 4 Minutes • Stuck A Pin Through My Nose

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16/01/2018 • Added Site-Wide Text Link In Footer • Resubmitted To Google • 1 Minute To Reindex • Pinkified My Mohawk

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23/01/2018 • Second Page Poaching • Resubmitted • Indexed 2 Minutes Later • Forgot To Change Title Tag • Added “Best” to Title Tag • Resubmitted • Google Removed From Index For An Hour And A Half

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25/01/2018 • Rejigged The Headers • Resubmitted • Indexed In 2 Minutes • Spat On The Floor

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29/01/2018 • Added First Anchor Text Link Pointing To Post, Sitewide • Submitted To Google • Indexed 15 Hours Later

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31/01/2018 • Added Internal Links – Not Exact Match • Resubmitted 10 Pages And Direct Links • Indexed 4 Minutes Later • Smoked A Fag

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01/02/2018 • Added 35 Word Intro • Added A Table With A Top 10 • Added Horizontal Line Formatting • Resubmitted • Indexed 1 Minute Later

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02/02/2018 • Added Anchor Text Link To External Sites • Submitted All Those Via Google Search Console • Varying Indexation Times • Stuck Fingers Up At Monarchy

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So, What Where The Results?

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Analytics First?

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Google Search Console?

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Google Search Console?

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Sanitycheck.io?

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Sanitycheck.io?

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Rankings?

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Rankings?

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Rankings?

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Rankings?

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Featured Snippets?

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Featured Snippets?

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Featured Snippets?

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Featured Snippets?

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Correlation Is Not Causation…

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…But…

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So, A Decent Success. Easily Replicated.

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Will It Continue?

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Will It Continue? https://www.distilled.net/forecaster/

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What Have We Learnt?

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The Old On-Page Stuff Still Works

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Old Content Is Easily Revived

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You Can Always Make More From What You Have

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You Don’t Have To Be A Professional SEO

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Getting Featured Snippets Isn’t Always As Easy As Experts Will Have You Believe

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Anchor Text Can Work (A Bit)

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Weird Stuff, Like Disappearing Snippets, Can Happen

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I’m A Bit Shit At SEO; Even The Easy Stuff

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But Those Lessons Are For This Type Of On-Page In This Industry

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Soak Up Information But Do Your Own Testing https://www.flickr.com/photos/chummers7/7259144570

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Go DIY https://www.flickr.com/photos/100894565@N02/9620563453/

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Be More Punk

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Fuck The Experts

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Thank You

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Now Kindly Piss Off And Get Your Food