Actions and Detail Panel
What every business needs to know about SEO in 2017
Wed 5 April 2017, 09:30 – 12:30 BST
Over the past couple of years, Google has been radically changing how it ranks sites within search results:
- Keywords are giving way as Google gets better at semantics - understanding what people want.
- Voice search is changing search queries as we speak in the natural language of sentences and questions.
- Ranking methodology has gone beyond an algorithm and into artificial intelligence. How can we know how the machine is adjusting rank?
- User signals such as clickthrough are being measured and used to adjust rankings.
- Penalties are applied in real time for what Google considers undesirable features or behaviour.
- Even when we do appear in Google, results may be in formats radically different to the ten blue links: direct answers/featured snippets, the local pack, knowledge graph, Google shopping, Twitter cards and sitelinks, to name a few.
Due to the change of pace, many businesses who consider themselves SEO-aware may be thinking and acting in ways that are out-of-date, ineffective or even inviting a ranking penalty. The purpose of this workshop is to bring business owners and marketing professionals up to date with the new Google and to identify SEO strategies that will bring the best ROI over the longest possible term.
You will learn:
- How keywords have given way to semantic search and how to adapt to this
- How content-matching the intention behind a search query is now key to SEO success
- How user signals may to be influencing rankings
- Why usability and user experience are becoming key to SEO
- Why backlinks - the number one activity of most SEO - may be declining as a ranking factor
- How to avoid penalties, including those that Google hasn’t imposed yet
- How to take advantage of the growth of voice search and natural language queries
- How to optimise for the new formats that Google is using for search results
- How to future-proof your SEO activities