Omi Sido is an SEO and Web Development professional with 6 years of experience in both web and traditional advertising, promotions, events, and campaigns. He has worked on integrated campaigns for major clients such as Vectone Mobile, Delight Mobile and The Global Real Estate Institute.
As an SEO professional Omi Sido breaks down his essential role as search engine optimizer into three essential parts:
1) To deliver the most useful content for any user performing a particular search, analyzing and segmenting intent to buy vs. general information gathering;
2) having the most visibility for a client’s content via hyperlinks and mentions from relevant external web pages; and
3) analyzing long-term user behavior signals, such as attracting the most clicks on a search result and continuously reducing bounce rates.
You want your website in front of as many people as possible. Omi Sido will provide lasting results that extend beyond a quick, temporary boost in rankings.
This week is all about SearchLeeds PPC and SEO conference. Great speakers are going to the city of Leeds. Aleyda Solis gonna be there. Dawn Anderson gonna be there. Barry Adams gonna be there to name the few. The session I am really looking for – Arianne from icelolly.com ‘PPC vs SEO & why you can’t ignore either’.
Such an exciting week is ahead of us. Let the week begin.
Reading last week Sunday Talk comments made me think. Has digital made all traditional channels obsolete? You know I am all about digital so let me explain. The first thing I learnt as a marketer was that marketing is customer focused. So as marketers our main function is to understand our customers and work hard to develop products or services that suit their needs. To communicate and engage with our customers on platforms that suit them.
Did I just say platforms that suit them not you? So my first takeaway this week is: Don’t go with the trend.
Go where your customers are.
Just arrived in Leeds. Eight o’clock in the morning. Woke up five o’clock in the morning, jumped on the train for two hours and a half. Amazing city as you can see so double satisfaction. My first time at the SearchLeeds SEO conference and first time in this amazing city.
The biggest SEO trend, in my opinion, is relevancy. It’s all about relevancy. If your links, because everybody is talking about links, at this conference. If your links are not relevant to your content if your content is not relevant to why people are coming to your website then you are bound to lose in the long term.
Yes, I went all the way to Leeds. In one day. But trust me the conference was amazing. Yes, the PPC v SEO session – Arianne was spot on.
Arianne: I think we sometimes spent a little bit too much time kind of arguing over which is better. And the thing with search both organic and paid is we don’t generate demand we only harness demand. What we should be doing is making friends with people who work in other channels. Thinking about how we driving that demand.
How do we start driving demand from the upper and mid funnels of marketing that we can then both capture through search and hopefully convert in the most effective way for our clients?
Dawn Anderson: But as Monica said the problem is near duplicate content is more difficult to detect than exact. Because exact is literally check the fingerprint the same filter it immediately. When you start to have like bits of this, bits of that you know it becomes very very problematic.
And then Barry Adams absolutely smashed it. Believe me, man he absolutely smashed it.
Barry Adams: For me, too many SEOs don’t understand these processes. Cause too many people use crawler and indexer in the same breath as it’s the same system. And totally is not. Googlebot is the crawler and it’s a very simple piece of software. Very fast. It just looks at the source code, follows links and sends everything it finds to the indexer.
Strangely enough two days after the conference I am still thinking about Will Critchlow’s session. Yes, the guy from Distilled. The guy from Distilled. He is probably right. In this industry human beings are trying to compete with machines. Sooner or later, sooner or later somebody will come up with a let’s call it the SEO robot to even the game. Because it is so true we just don’t know what works and what doesn’t.
Will Critchlow: Even Google themselves don’t always know why something is ranking where it is and what it would take to move it up. And so we are finding that we having to actually test our hypothesis. Take out different things onto different areas of the site and perform that kind of a scientific end of split testing.
Sometimes it feels like we are concentrating too much on the delivery and not the recipient – the actual user of your products or services.
SEO v PPC. Bud do your customers even know the difference or they just click on whatever is on top if the SERPs. And with Voice Search around the corner don’t you think that those two have to merge together into one single entity called probably Digital Marketing.
Mobile v Desktop. True, mobile is definitely taking over. But when I look at the data coming from my clients in seventy percent of the cases the transaction is still happening on a desktop.
To summarise this week. Google is trying to follow the ‘human’ trend. Byt us as digital marketers although we try and follow Google the feeling is we are going in a different direction.
Guys, next week I will continue exploring the jungle called Digital Marketing for you. But you do come back here next Sunday cause you’ve got the problems and I’ve got the solutions.
The advice I wanna give you in this rainy morning is: You really have to get a place where you know what your company is about. I can improve your SEO. I can tell you how to improve your Digital Marketing but you not gonna be successful online if you are the only one who thinks that your product is good.
I am not very impressed by the British summer. Welcome to my world of traffic, rain and SEO.
Steven van Vessum: So we are working on a public API as well. And we gonna be integrating that in a WordPress plugin so you can basically install the plugin and every time you make a change on your website we will send a signal to the Content King crawler.
Omi: So basically you gonna have a WordPress plugin that people can just download?
Omi: Ok, I get it. This is a good idea, you know? Because a lot of people use WordPress, right? I u
Steven: Yes, there is millions.
Omi: I use WordPress for my personal website omisido.com.
Steven: Yes, I know. We use it as well.
On my way to an SEO roundtable organised by Kevin Gibbons the CEO of Blue Glass – top digital marketing agency here in the UK. In the end of the day, nothing beats meeting people in real life.
Just coming back from the roundtable organised by Blue Glass and one thing is very obvious. Big companies have finally started to understand the core principles of SEO. Meanwhile what really surprised me was that so many people that were not technical were asking and talking about technical SEO.
Thursday and the big day has finally arrived. General Election 2017. Torres, SMP, Labour. But if you don’t know who to vote for vote Digital Marketing.
As a member of the Digital Marketing Party, I can promise you better ROI – return on investment. better knowledge of your community. For once I can promise you: you gonna know who your community is.
Vote for the future. Vote for Digital Marketing.
I will try and be as short as possible, you know. Basically, if you think that you can do – I will be very very specific. If you think that you can do SEO without data whether is technical or content. Let’s just say, let’s concentrate on content. If you think that you can do content SEO without data you are literary in the wrong job. Everything nowadays is about data.
If you don’t understand how the customer is coming to your website, why the customer is coming to your website, who is that it’s coming to your website, you know. Because it’s not important
Because it’s not important even to know the number, you know, you have to know the specifics. Telling me “3 thousand are coming to my website a day,” tells me nothing. Absolutely nothing. Tells me straight away that you do not know what you are doing in SEO. SEO is all about data. Or the way I normally put it in front of, you know. let’s call them the ‘normal’ people.
I had such a busy week. Three online webinars and one SEO roundtable. This week I’ve talked to so many people and I can see a trend emerging. Successful companies are those who successfully managed to all Digital marketing parts together.
SEO is one of those important Digital Marketing tools. Your SEO team should not only be part of development. Your SEO team should not work in a silo.
Your SEO team should be heavily involved in defining and delivering your Digital Marketing strategy.
Guys, next week I am going to the Search Leeds PPC and SEO conference organised by Branded3 where I’m gonna be learning from top marketers like Dawn Anderson,Aleyda Solis to name the few.
But you do come back here next week cause you’ve got the problems and I’ve got the solutions.
I am having an amazing time here in Wales. If you’ve never been to this part of the UK I strongly recommend it.
What a view.
First Bath and then Bournemouth and then Pool. I think this is the one of the busiest Bank Holidays of my entire life.
Sadly the bank holiday is over and I have to go back to work. During this Bank Holiday, I went to the city of Bath and I can talk for hours about this amazing city. But for the purposes of our Sunday talk, I’m gonna talk about the people. Honestly, it felt like I landed on another planet. The people were so helpful. So kind. So real. And then it dawned on me.
To be successful on Social Media you have to be real.
It’s not enough anymore just to pretend that you understand your customers. People can spot the fake from miles away.
Wednesday and I can’t wait for tonight’s online webinar as I’m gonna be talking to the legendary, the legendary SEO Ammon Johns.
SEO Surgery with David Bain and Nikolay Stoyanov – top SEO from Bulgaria.
David Bain: But first of all let’s go back to Omi and in terms of the site that Omi is going to be sharing with us what I will do I will share my screen with you to show you the site wich is Mecum Auctions.
Omi: Recently I’ve been obsessed, literary obsessed with crawl budget. And to me you know a website having too many pages – actually I showed you that those pages got a lot of problems – means you are basically stopping the Google bot from crawling your let’s call them ‘good’ pages. The pages that will rally bring qualified traffic to your website.
Nikolay: Speed is really easy to fix it if you know where to look. Sometimes is really just a couple of tweaks and it can do miracles.
Chris Countey: Show them why it matters. Show them the story. So figure out a better way to communicate the things that we understand on the technical level and get them to care about it as much as they care about other things that they are doing offline.
Yes, today somebody asked me on Social Media what is my biggest worry when it comes to Digital Marketing. This question is very similar to yours James so I’m gonna be honest with you. I see so many companies going trough the so-called Digital Transformation’ but for a reason unknown to me they see ‘Digital’ as something non-human. They see ‘Digital’ as something not related to human behaviour.
James, it’s so easy to get lost in the Digital Marketing world full of meaningless numbers and fake theories.
To make my vision clear I’m gonna give you an example straight away.
Six months ago I asked one of my clients to drastically reduce the number of their web pages. The first response was like “Omi, but how am I gonna justify the lower number of visits?”
See the question was not how am I gonna justify the lower number of engagements, or the lower number of people buying from us. Somehow this client saw the number of organic visits as a good, reliable KPI.
As I said earlier:you can easily get lost in the world of meaningless numbers in Digital marketing.
You can easily get lost in the world of meaningless numbers in Digital marketing.
Thank God the client decided to follow my advice so they reduced the number of their pages with almost 60%. as you can imagine the number of organic visits sunk.
But six months down the line they sell more stuff than ever before.
What happened was that after the page number reduction the Google bot now is able to crawl and index the ‘good’ pages more often so more pages are present in the SERPs and in a better position.
On the other side, now the visitor is able to find the desired product much quicker – as all the clutter is removed, right – wich leads to more sales.
Better SERPs positions and more sales – double win.
Somehow on Thursday, I can talk to my clients for hours. On the other side, I know it was a short week but I can’t wait for Friday. I am super tired.
Guys, Digital marketing is simple, but it’s not easy. Many companies, many people those two terms are synonyms. They are not.
Easy is a minimum amount of effort to produce a result. Easy is no involvement and no investment.
On the other side, simple is the removal of everything except what matters.
To give you an example from my world would be: if I take out my phone and start making random pictures at a party – this is easy.
Simple is learning how to take a picture that tells a story.
Guys, next week let’s all of us try and do something simple that will increase the customer engagement in our businesses.
Meanwhile, don’t forget to come here next Sunday cause you’ve got the problems and I’ve got the solutions.
I’ve just come back from my holiday in Bulgaria and look around me. What a weather. How am I supposed to go to work in this weather?
On the other side now is the time to say. The brakes you take from work pay you back many times when you return because you come back with a fresher mind and newer thinking. Some of your best ideas come when you are on vacation.
Monday evening. Well more like Tuesday morning and my first day of work has just finished. being a digital marketer equals never a dull moment in your life. Befoe going to bed I wanna say something. Successful digital marketers harness what would be considered ‘stressed’ by others and convert it into kinetic energy. We learn to not simply survive but thrive on our challenges.
There you go. I said it. Good night.
Woke up this morning to the news that 25 people were killed in Manchester. What a sad day. One of the saddest days of my life. Woke up with an idea to make a video about the joy of being a digital marketer. Instead, I am looking at pictures of innocent young people killed for nothing. Mr Terrorist you thin you are the man but you are just a miserable piece of shit. Stupid coward.
It’s Thursday. I’ve just had sushi and I’ve got a confession to make. I hate the word ‘hustle’. I hate it mostly because it’s overused by marketers and personal brands who don’t actually embody ‘hustle’.
The word has lost significance in the echo chamber of self-help gurus and marketing ninjas. But I love ‘hustle the action’. It’s how we win at digital marketing.
We can’t outspend, we can’t out-network and in most cases, we can out-talent our competitors.
No matter how much money you spend, who you know and how smart you think you are eventually someone will come along with more money, more contacts and more brilliance.
But we can outwork them. It’s the workers, the doers that win at digital marketing. Anyone that tells you different is trying to sell you something that won’t work in the long game.
Sometimes I talk to people and they are like ‘Oh, I am a digital marketer but I am not active on Social media’. Correct me if I am wrong but I can’t think even of one formula one driver who doesn’t have a driving licence.
Social media is a trend that you can not ignore if yo wanna stay close to your customers and in synch with the latest developments in digital marketing.
This week felt a bit short. After the terrorist attack on Tuesday, I kind of lost my mojo. But don’t get me wrong I love my job. I love digital marketing.
I have a genuine interest in people and what triggers them to both buy and advocate for a brand.
To me, marketing is not about selling. To me, digital marketing is about cultivating an audience of passionate friends who both do business with and for you.
I also love making people smile. I will always try and find the craziest idea to prove my vision.
Once you’ve got a client’s trust and make them smile, doing business with them is the easy part.
Today I am going to the beautiful city of Bath. I know, I’ve never been there before. It’s strange.
But you do come back here next Sunday cause you’ve got the problems and I’ve got the solutions.
Whether you like it or you don’t Mondays are part of our life.
So instead of moaning about them let’s change the way we think about Mondays.
Whatever you are trying to tell me I know that after the weekend you are full of energy.
So why don’t you go and crush it today so you don’t have to do anything for the rest of the week.
Wouldn’t you want to work only one day a week?
Just coming back from work and I had a conversation today with a young person. And there is one thing that really amazes me – their confidence. Don’t get me wrong – I am all about confidence. But just because you know how to operate a mobile phone doesn’t make you an IT expert. Or just because you know how to drive a car on the Play Station doesn’t make you Lewis Hamilton.
If you want to achieve your goals in life you have to work hard. Don’t rely on the fact that everybody says ‘Millennials are clever. Millennials are smarter.’
You are not everybody. You are you.
I am just coming back from a meeting with a very difficult client so I have to spill my toughs on to you. SEO as a part of a properly crafted Digital marketing strategy is simple.
It’s not easy but it’s simple.
And if you managed to do the simple things you can be very successful online. The reason you are not successful online is because you are always looking for the most complicated way of doing things. You are always looking for the next Google algorithm, for the next Google update. You are always looking for the Secret. You are always looking for the thing that we know and you don’t. And I am telling you now – that thing doesn’t exist. The thing that you have to do is go out there and do it. Work hard and do it.
Doing it. That is the secret.
Richard, you can’t control Google or Twitter or Facebook. But you can control your content – the quality and the frequency. You can control the way you talk to your customers online. So it’s about time – no offence – people stop blaming Google or the other social media platforms for their digital marketing not working as expected.
Google and the rest of the gang have been working hard for years so they are now in control of their game.
What you have to do Richard – I mean not you, your company – is to concentrate on your stuff. So by working hard – more and better content every single day, optimising your websites and campaigns, improving the way you interact with your customers online you can be in control of your game.
Just had a chat with a customer online. Not sure this camera managed to record everything. People keep on blaming Google because they are not good at SEO. Come on people. SEO is si pure. SEO is so straight forward. All Google wants to do is make their search engine deliver what people are looking for.
Those people are their customers. And they are just trying to improve their customer’s experience.
All you have to do is serve your customers and deliver value.
This week I’ve given you some unseen footage so you can see that not everything out there is pink. So many of you are emailing me – thank you very much, guys – telling me that I inspire you. But my job really is not to inspire you as I am not a motivational speaker. My job, my desire is to make you go out there and do it. So many of you are doing digital marketing only because it’s fashionable and not because you see its true value. This has to stop. Mobile sales are growing trough the roof every single day. More people are visiting your website than your physical store. In a way, you don’t have a choice – digital marketing is the future of business.
This has to stop. Mobile sales are growing trough the roof every single day. More people are visiting your website than your physical store. In a way, you don’t have a choice – digital marketing is the future of business.
Mobile sales are growing trough the roof every single day. More people are visiting your website than your physical store. In a way, you don’t have a choice – digital marketing is the future of business.
By now you are probably thinking ‘Omi, why is is so sunny, why is so green around you. Like many of you know this week, I am visiting the country of Bulgaria but you do come back here next Sunday cause you’ve got the problems and I’ve got the solutions.
You know there are those conferences where you go, you sit and you drink coffee all day. And there are those conferences like The Inbounder where in a very short amount of time you get so much knowledge. One common tip everybody was giving ‘Know your customers. Understand your customers before starting optimising your website.”
Before I forget Gianluca Fiorelli’s talk alone was worth going to this event.
Friday, and I am a little bit ill. One of those moments when sickness grounds you to your bed but I am still working. Always do your best. Of course, your best gonna be different from moment to moment. It will be different from when you are healthy opposed to when you are sick. But under any circumstance do your best and you gonna avoid a lot of self-judgment and regret in the future.
In about ten minutes I’m gonna be talking to Mr François Goube – the CEO of OnCrawl. We gonna be talking about technical SEO and something that I really really want everybody to understand –
So orphan pages are pages that are outside your internal linking structure.
Exactly, exactly. This is what I always try to explain to people. So basically if they are not linked from anywhere they will definitely have an effect on our SEO. What do you think is the effect of orphan pages on SEO? Let’s talk about it. Because this is the most important part of the understanding of what orphan pages are.
Yeah, you know we just talked about the crawl budget. And you ned to optimise and to get assured that Google is fetching your priority pages.
And you have priority pages – top priority pages – you want them to get a lot of link juice cause you want them to rank and you want the bot to crawl them very frequently. So you want Google to consider your money your most valuable pages. So this is very big – big issue to have orphan pages because you are wasting Google resources on pages that are obviously invaluable because if they are orphan there might be a good reason.
Just had a chat with François from OnCrawl and if I have to summarise our conversation: Not everybody is cut out to be a good web developer. Not everybody can write compelling copy. That being said content professionals have to understand that the success of their online projects is partially dependent on good technical execution. You have to gain a basic of technical SEO in order to avoid costly mistakes in the future.
Guys, what an exciting week. It started slow with a Bank Holiday and then just exploded with The Inbounder conference. Went down again – a little bit – as I was sick but then exploded again with online interviews and webinars.
Next week I’m gonna be temporarily redirected to Easter Europe as I am visiting the country of Bulgaria but you do subscribe to this channel and do come back here next Sunday cause you’ve got the problems and I’ve got the solutions.
Monday morning. The coffee is brewing but there is one burning question hectic inside my head. If 50% of your website traffic comes trough organic search why do you keep on saying that SEO is dead?
Tuesday morning twenty-fifth of April and I am just getting ready to go to work. I just saw this story on the news “The Guardian is getting 60% of its Google mobile traffic from AMP.”
Shall I repeat this one? Sixty percent of its Google mobile traffic from AMP. In the same story, AMP pages are two percent more likely to be clicked and the click trough rates are eight percent higher than the non-AMP pages.
On the other side, last year The Daily Mail introduced AMP and their visits jumped with 14% a day.
I can talk for hours about the benefits, the SEO benefits of AMP but the point I am trying to make here is. If SEO is dead when was the last time you increased your click trough rates with 8% with something that’s not SEO?
I really wanna answer this question. All the agencies that are telling you that you don’t need SEO anymore are basically trying to deceive you. Let’s be adults for a moment. If you want your pages to appear in the SERPs the Google bot – something very very technical. Yes, I hope you don’t believe in the story that there is an army of Google dwarfs crawling the Internet and ranking pages. So the Google bot – something very very technical has to come to your website, has to crawl it, understand your structure and only then it can rank your pages. But imagine now there is a problem with your roboots.txt file. Or a problem with your canonical tags. Or a problem with your internal linking. The Google bot would come gets confused and leave straight away.
SEO is the foundation on which you can build your digital marketing strategy.
Richard, without proper SEO practices in place your company is bound to lose.
Back in the car. I am just coming back from breakfast with Phil Burgess – the new chief growth officer for iCrossing (top digital London agency).
Phil basically confirmed my recent thoughts that relevancy is indeed the new currency in SEO and Digital Marketing. We used to talk a lot about authority but nowadays relevancy is definitely taking over. Relevant keywords for the relevant audience at the relevant time on the relevant social media platform. Enough said.
Do you know that today is Thursday? Time for some sushi lunch.
Oh, my God. Of course, it’s Friday. I am so tired and I am kind of sleep driving. You Americans! You never care about our sensitive British soul. But anyway to answer your question:
What is SEO?
SEO is, in my opinion, SEO is this strange mix of psychology, art and math that so many businesses are avoiding and they are losing big time in a long run. To those people I say. If fifty percent of your website visits come from organic search than SEO should lie at the heart, at the centre of your business. I am not saying that SEO should be the driving part of your Digital Marketing but SEO is the part that can actually push your Digital Marketing forward.
It’s Friday. Good morning people. I just had a 40 minutes interview while driving to work. That’s what I call multitasking.
I know it’s Friday but be positive. Stay on your hustle.
You can’t fail until you quit.
Wow, what a fight. I was screaming. I was shouting. I was crying.
It may sound strange but I believe Digital Marketing and SEO are very similar to boxing. You throw a punch by introducing something new on your website and you knock down your competitors.
Next time your competitors throw a punch by introducing something new on their website and they knock down your website visits.
So only companies who are truly committed to marketing and SEO can win the online battle for customer’s attention.
Every time I’ve got a new client I would ask them the same question.
Exactly who are you targeting on Social Media?
Delivering constant quality across all social media platforms is the only way you can maintain and increase the number of your social media followers.
When it comes to Sushi Wasabi is always my only choice.
The main aim of online marketing is to know and understand your customer so well that your product or service sells itself.
It’s Friday. I am just coming back from work and I am a bit tired but I am thinking.
In this DNA and age if you don’t produce content like video, audio or text you are invisible. Your brand and your company are simply invisible.
So if you are too shy to do video go and do a podcast. Or if you are too shy to do a podcast go and do blog articles. But whatever you do produce content on a mass scale for all major social media platforms.
Saturday morning. I am still in bed drinking coffee and I am thinking ‘Oh my God. When is this working week gonna finish for me?’
I am going through my emails so I came up to this email from Ryan House (ZogDigital) – Ryan, thank you very much for your kind words – that basically says.
“Happy Monday. Just wanted to drop you a note and let you know I’m a huge fan of the articles and the content you’ve been publishing on LinkedIn.”
Four months ago I was the same guy. I had the same passion for SEO and Digital Marketing but nobody knew me. Four months ago I started intensively producing content LinkedIn, Twitter and Facebook and the result is nowadays I’ve got a lot of people following me, emailing me, engaging with me. So I have to repeat my statement from last night.
If your company is not producing content for social media your brand, your company is invisible.
Social Media is the best way for you to connect to your targeted audience. Not only that it drives awareness and engage your audience but it also builds trust and long lasting loyalty through conversation.
I am just coming back from a breakfast with a client so my working week is officially over – Sunday 2 o’clock. After implementing some of my Social Media activities this client has seen 7% increase in sales for the last five months. Social Media is not the “new best thing”. Social Media has been here for quite a long time now and it’s here to stay.
Guys, I’m gonna go now a well-deserved pint of beer. But you do come back here next week cause you’ve got the problems and I’ve got the solutions.
This week after BrightonSEO last Friday – the peak of my speaking career – my motivation is kind of down. It’s normal in life that after reaching some of your goals your motivation may not be as high as you wanted it to be. But then in two-three weeks you gonna realise that there is another mountain to climb.
You are only really as good as your last success and trust me people’s memory is very very short.
After last week presentation at Brighton SEO, many people realised that my everyday job is, in fact, technical SEO. So naturally or not a lot of people this week are asking me the same question: Omi, which one is better technical or content SEO? Where should e spend our time, money and effort?
So let me take you on a short journey.
Do you really think that when the google bot comes to your website it would stop and think? Ok, let me check their content SEO. Now let me check their technical SEO. Now I’m gonna rank their pages.
No. The Google bot looks at your website as a whole. Your technical – let’s call it – your technical and your content SEO should be equally up to standard. So let me give you an example from the real world.
Imagine a fishmonger. And this fishmonger’s got the best fish in town. And now imagine you are going to this imaginary fishmonger to buy some fish but the floor is dirty and there is a lot of bad smell hitting you in the face. Are you gonna buy from this fishmonger? Probably not. It’s the same. It’s exactly the same when it comes to the Google bot. The moment it smells something fishy it goes away to your competitors.
Before starting a conversation with your customer you need to have a message.
Guys, I am on my way to work. Thank you very much for all your wonderful birthday wishes on my timeline. Getting old is not a thing. You can be great at any time of your life.
Don’t think about it as getting old. Think about it as living the life. leaving your legacy. Guys have a great day. Love you all. Peace.
Hmm, this is a very interesting question – speed or quality. You know what Steve if I have to choose I would definitely go with speed. Why? Because quality is something very very subjective. For example do you like this hoodie? No, you don’t. I honestly love the colour of this hoodie. This week, only this week alone I’ve mentioned this hoodie at least fifty times online.
Imagine the guy who sent me this hoodie didn’t like the font. So imagine he sent me this hoodie in three months. I may have a different state of mind.
Speed especially when you are new in the market is very very important. I think Mark Zuckerberg said ones ‘Move fast and break things’. Once you’ve established yourself concentrate on the quality. But in the beginning, you have to move fast.
Guys, I am so excited. My favourite writer Mr David Amerland is realising a new book this November called ‘The Sniper Mind‘. Which reminds me that the SEO and the army thinking are not that far apart.
We both need a long term strategy. No war was ever won without a long-term thinking.
And then intelligence. Google Analytics is your FBI. Your James Bond is the SEMrush software. You have to know your competitors.
Last but not least no war was ever won without a solid army. So you have to include the other departments of your company in your SEO strategy especially the development team, the content team, the PR team.
Guys, I’m gonna go now and celebrate Easter. But you do come back here next Sunday because you’ve got the problems and I’ve got the solutions.
So first up we’ve got Omi. Most of you know him so I am not really sure how much of an introduction he really needs. He is an expert in everything technical SEO. He makes great videos so if you are not following him online already you definitely should be. He’s got about six years experience in everything digital. And he’s gonna talk all about going beyond the basics of a website migration.
Hi, guys. Thank for coming here today. Kelvin thank you for inviting me to this wonderful conference.
My name is Omi Sido and as most of you know I love talking about SEO and the way SEO can help you achieve your business goals.
Today I’m gonna to be talking about website migration but as you can see from the title I’m not gonna talk about SEO checklists. You can google them. You can find online and you can follow them.
When SEOs and indeed a lot of SEO speakers talk about website migration normally they talk about disasters. Big fat juicy disasters.
But this is not the way I think about SEO. In my opinion and experience, SEO is one of those rare moments in your SEO career when you can massively and I will repeat massively increase the SEO value of your website in one go. What do I mean by that? Stay with me and I’ll take you on a short journey.
First, website migration is one of those rare moments where you can educate your whole SEO team on all aspects of SEO.
A lot of SEOs are talking only about content and also I see a lot of SEO teams out there built with only content SEOs. To be honest with you yes ‘Content is King’ but if you follow me online you know what I normally say to this statement. Content is King but every King needs a castle home to live with his queen or a lover. You know the story.
Website migration is also one of those rare moments where you can explain what SEO is to every single department of your company especially development and content so they can help you achieve your SEO goals in the future.
Saying that for successful website migration you need a cross-functional migration team. A lot of speakers – SEO speakers say the SEO guy should be in charge. But why would the SEO guy waste his time and effort with the development process or the content process? The SEO guy should concentrate on the SEO tasks.
So you are an SEO – you are in charge. Your SEO plan should have minimum minimum 4 SEO sections. The SEO migration plan the thing that you all love the checklist. The content migration plan that you gonna build with your content team. The development migration plan that you gonna build with your development team and timelines.
Timelines are crucial especially for e-commerce websites as you have to make sure that your website is working properly at peak times when your business is making money. And then paying your salary.
But going back SEO guy and the SEO plan. Many SEOs many speakers talk about the SEO migration as a two-stage process. Your SEO plan should have minimum three stages. Let me just go back to the two-stage process. The two-stage process normally is the SEO checklist press the button disaster. Minimum three stages and in my opinion and my experience the more time you spend on the pre-migration stage the better your chances are of a successful website migration. Also in my experience ninety-nine percent of the time the SEO checks that you do in pre-migration stage, you should be doing anyway on a monthly basis. Welcome to the pre pre-migration stage of the website migration. If you don’t have a name for this stage just call it the Omi Stage. Yeah, I am honest.
So I can’t see the numbers there. Anyway.
So this is a website that was migrated a few months ago. Literally, five six months ago and those are real numbers.
Twenty thousand primary pages. Fourteen thousand pages with duplicate descriptions. Three thousand pages 301. Three thousand pages non-200. Do you really want to migrate those issues to the new platform? In my experience, those issues on the new platform will double triple quadruple. On the other side, your beautifully crafted content counts for nothing if the bot comes and goes into a loop or it’s redirected to the pages that don’t matter for your business. Ups, sorry.
Something I want to say as it just came to mind now. Let’s forget about the website migration for a second. As digital marketers I want you to go back to your jobs on Monday and ask the SEO guy. When was the last time you performed a full crawl of our website? Give me the number of 404s the reason and what we are doing about it. Give me the number 301s the reason and what we are doing about it.
Saying that there is one subject that not many SEOs are talking about – orphan pages. What are orphan pages? Orphan pages are pages on our website that are linked from nowhere. How do we find orphan pages? We perform a full crawl of our website. Then we take all the server logs. We combine the data and we analyze it. How many of you are doing on a monthly basis analysis of server logs? Raise your hands. Oh, yeah. It’s about time. Honestly, I only saw three hands. It’s about time you stop blaming Google that Google doesn’t understand your website structure or it’s not indexing your pages properly if you don’t analyze the server logs of your website.
But going back to the website migration. Eight thousand pages – orphan pages. This is twenty-three percent – those are real numbers and this is the same website from the previous slide – 23% are bringing only three percent of organic visits. Do you really want to migrate those pages to the new platform? Of course, a lot of you don’t know about them because your crawls are not finding those pages because they’re not linked in your system.
On the other side image that this was not three percent. This was – I’ve seen this case as well where the orphan pages are bringing say 30% of organic visits. Why are you not linking to those orphan pages?
Talking about similar to orphan pages 404 pages. My advice. If there are no links pointing at them please discard them. Now before the website migration takes place. Not on staging. Now.
On the other side, if a lot of good links are pointing at them now is the time to work with your content team to either reinstate them, improve the content. You should do something about it. Now. Not on staging and not after the migration has taken place.
So now we know everything about our website. We know from a technical point of view it’s time to benchmark check and benchmark our rankings. This is the only way by benchmarking our rankings this is the only way to know how successful our migration was.
But you have to do it now. Not on staging. And not after the migration has taken place.
Talking about rankings – sorry for going back and forwards – ninety percent of the cases parallel to your typical technical migration there is a content migration going on. Now is the time to work with your content team and either combine those pages/content create new sections.
You are doing this now. Before you go on staging.
Now that we are on staging with or without a website migration it amazes me that in the year 2017 I can still see staging environments crawled and ranked by Google. Because you cannot be asked to do the simplest of technical SEO tasks. You are diluting your rankings and the only reason to do that or shall I say due to your laziness.
We are still on staging 301 mapping we all know this is one of the most important parts of the website migration. But I’m not gonna talk about that.
I’m gonna talk about the fact that during your 301 mapping this is the best chance for you to clean your product offerings. Expired pages, pages that don’t have equivalents on the new platform. Many developers not instructed properly by their SEO, the SEOs that are in charge will redirect pages to irrelevant sections on your website or God forbid the home page. The thing that I am saying now is with or without a website migration. Many SEOs are arguing online what’s happening here and saying this is the best way to preserve your SEO juice. Hard earned SEO juice. You can’t be more wrong. After some time Google will start treating those 301 redirects to relevant sections on your website as soft 404s and after some time it will deindex them. So you gonna lose all the hard-earned SEO juice.
And to give you a good example. Last year royal.gov.uk was migrated to royal.uk.
Before we continue ‘The home of the Royal Family.’ What did I tell you ten minutes ago? Every King needs a castle, a home to live with his King…queen.
So the people. It’s a funny story as well I know I was laughing when I found this website. So the people who were migrating the home/technical SEO of the Royal Family last year couldn’t be bothered to redirect the expired pages, pages with no equivalents to the equivalent parts of the website so they ended up with roughly 80% of pages redirected to the home page. The result.
Within one week those clever developers/SEOs destroyed completely the castle the home/technical SEO of the Royal Family. This website lost around 80% of its rankings in one single week. Go and check it out. Everything is still in place so you can actually learn from mistakes.
I can see Purna finding it very funny. It’s not actually funny. Yeah, it’s tragic.
We are still talking about 301 mapping and this is the time for you to clean your chain redirects. If you’ve been following me online you know I hate chain redirects. And it’s very simple. If page A on the old system was 301 redirecting to page B now page A will 301 redirect to page C – this is the new platform and this page is equivalent to page B and page B will 301 redirect to page C. Simple and effective.
Now is the time to make sure on staging that the tracking code is implemented is present literary on every single section on your website.
Now that you managed to educate your whole SEO team. You’ve managed to educate your whole company of what SEO is. You are doing your full website crawls every month and you are analyzing the data you are ready to press the button.
Guys, I did include some post-migration checks because they are very very important. But for now, thank you very much and hope to see you soon.