Ross’s session was about how to compete with major brands organically.
Research that his team conducted through a twitter poll found that agencies took over a week to do an technical audit of site as small as 1000 pages. While implementation of changes off the back of an audit could take as long as a month.
His solution was to make changes faster.
He found buying every member of his team headphones increased productivity and the amount of slack chatter went down across the team.
It’s important to monitor for mistakes so there are no surprises, Little Warden is a recommended tool that sends emails if domain variants and cannonicals for instance are not correct.
Content king is another recommended tool that crawls a site daily to check and see what’s changing and will catch mistakes.
Ross also suggested fixing issues like broken links and pages immediately when you find them and not waiting to conduct a full audit and find every issue with the site before fixing any of them – there is no time like the present.
Orphans & weak pages
Orphan pages are those with no links to them, Ross categorises orphan pages with weak pages and highlighted these as weak points in a site that drags the whole site down. Identify all site pages with no links and target them specifically to improve.
Content gap is often a topic that agencies try to be too granular with, focus on the keywords that make the most money and identify any gaps around these important keywords that need to be covered.
Ross plots link opportunities on an algorithm risk vs flop risk, whereby PBNs are a high algorithm risk if Google identifies them there are issues compared to high flop risk associated with regional and nationals press. With link opportunity, they target a 70% high flop/ low algorithm risks such as nationals, 20% neutral which niche publications fall more into and 10% high algorithm risk and low flop risk.
Chasing for links
The strategy is to get a brand mention in the content that you are submitting, then once published rather than chasing the journalist chase the I.T manager as they will be responsible for linking out and changing this on a site not a journalist, Ross has had recent success with this for BBC.
This post is one of 25 in our Brighton SEO 2018 collection
- Brighton SEO Keynote – Live Google Webmasters Hangout with John Mueller & Aleyda Solis
- Brighton SEO – Killing giants and competing in the SERPs
- Brighton SEO: Jeroen Maljers – Hidden Messages: The Psychology Behind PPC & SEO
- Brighton SEO: Arianne Donoghue – The PPC Automation Revolution Is Coming
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- Brighton SEO: Nichola Stott – Speed metrics in context of the UK Top 5,000 websites
- Brighton SEO 2018: We need to talk about competitor campaigns
- Brighton SEO: Bastian Grimm – Web Performance Madness: Critical Rendering Path Optimization
- Brighton SEO: Rob Bucci – Featured Snippets From Then To Now, Volatility, & Voice Search
- BrightonSEO 2018: Fili Wise – Optimising for SearchBot
- Advanced & Practical Structured Data
- Brighton SEO: Gavin Bell – Amplifying Your Content With Facebook Ads
- Brighton SEO 2018 : Craig Campbell – Risks and Rewards of PBNs
- Brighton SEO: Chelsea Blacker – Taming the Wild West of ASO
- Brighton SEO: George Karapalidis – Using machine learning and statistical models to predict revenue potential for search
- Brighton SEO: Barry Adams – Technical SEO in the Mobile First Indexing Era
- Brighton SEO: Kaspar Szymanski – Understanding Google Penalties by ex-Googler Kaspar Szymanski
- Brighton SEO: Mark Thomas – How much positive impact can crawl budget optimization have in a mobile first index era?
- Brighton SEO: Chris Liversidge – Using Machine Learning Technology To Build Audience-Led Analytics
- Brighton SEO: Emily Mace – Diagnosing Common Hreflang Tag Issues On Page & In Sitemaps
- Brighton SEO: Steve Rayson & Giles Palmer – How Metrics and Data Drive Advocacy Effectiveness
- Brighton SEO: Tom Anthony – Diving Into HTTP/2 – A Guide For SEOs
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- Brighton SEO: Lionel Kappelhoff – Beyond Technical SEO