How to fix the most common technical SEO issues | SearchLeeds 2018

How to fix the most common technical SEO issues

Who is Craig Campbell?

Craig Campbell is a UK based SEO consultant who has over 16 years in the industry. He runs a thriving consultancy business that helps others improve their visibility online.

Craig Campbell
Craig Campbell –

Craig Campbell has been speaking at events for a number of years now offering tips and advice on a wide range of Digital Marketing subjects, helping others to avoid the many mistakes he has made over the years.

What is SEMrush?

SEMrush is a powerful and versatile competitive intelligence suite for online marketing, from SEO and PPC to social media and video advertising research.

Why Technical SEO?

If there are technical SEO issues on your business website, your online presence can take a hit. Technical SEO will not only prepare your website for easier crawling by Google but it would also help your business get the much needed structural leverage. If Google can crawl your site easily then it means there are more chances for ranking higher which in turn brings more traffic to your site.

Will robots destroy us all? Putting ethical debate back into the narrative about the future of AI | SearchLeeds 2018

Will robots destroy us all? Putting ethical debate back into the narrative about the future of AI

Who is Kristal Ireland?

Kristal Ireland is an award-winning, strategic and experienced digital and technology expert. Experienced public speaker on all things digital and technology with a passion for AI and all things transformative.

Kristal Ireland
Kristal Ireland

Previously voted as one of the UK’s Top 30 Women in Digital Under 30 by The Drum Magazine. A specialist in Digital Transformation, E-commerce and Digital Brand Strategy she has worked with some of the major UK and international clients to build their brands online.

Passionate about all forms of marketing but with a specialism in digital marketing including; Website Design and Development, Mobile, E-commerce website design and management, SEO, PPC, Social Media, Email Marketing, Online Analytics packages, Customer Journey Analysis and Customer Relationship Management.

What is AI?

Artificial intelligence or AI is the area of computer science that emphasizes the creation of intelligent machines that work and react like humans.
In an essence, AI refers to the ability for machines to make complex decisions with the same sophistication as human beings – something which requires a high degree of skill to do, as it depends upon taking a huge number of variables into consideration and drawing upon a bank of accumulated knowledge and experience.

Despite AI being described as a gimmick by some critics around the world, it has the potential to be highly useful in the world of business, helping businesses become more automated, freeing up human workers’ time to make the decisions only a human being can make.

What are some of the characteristics of artificial intelligence?

  1. Access to a consistent knowledge source, e.g. our environment.
  2. Able to convert plausible responses into knowledgeable responses (this is the conversion of belief to knowledge which improves viability).
  3. Adaptability-the use of modelling (thought) to refine responses to improve viability (this can be thought of as a definition of the property “intelligence”).
  4. The ability to communicate (form a language – can be semiotic ie non-verbal).
  5. The ability to plan (think).
  6. Non-deterministic – with flexibility (adaptability) comes unpredictability of responses.
  7. The ability to interact with the source of knowledge, i.e. our environment.

Entities, Search, and RankBrain: How it works and why it matters | SearchLeeds 2018

Kristine Schachinger - SearchLeeds

Who is Kristine Schachinger?

Kristine Schachinger is the founder and CEO of Sites Without Walls, Digital Strategist & SEO Consultant and a regular speaker at events like SMX Advanced and SMX East.

Kristine Schachinger has almost 20 years of experience in website design, development and implementation experience and has helped design/code/implement sites for everyone from SMBs to Reba McEntire, AOL,, and Kristine also has nearly fourteen years experience in accessibility and over a thirteen years experience in website visibility and SEO.

In addition to all that, Kristine Schachinger is a Subject Matter Expert with columns in Search Engine Land, Search Engine Watch, SEMPost, Search Engine Journal, Search Engine Watch, and State of Digital.

Kristine Schachinger with Juan González and Dawn Anderson
Kristine Schachinger with Juan González and Dawn Anderson

What is RankBrain?

RankBrain is a machine-learning artificial intelligence system, the use of which was confirmed by Google on 26 October 2015. As a true machine learning system, RankBrain can teach itself how to do something, rather than being taught by humans or following detailed programming.

RankBrain uses machine learning (and arguably artificial intelligence) to answer queries that have never been answered before by the search giant.
This system converts the search inputs by the users in the form of mathematical patterns which are further processed by the search engines.

RankBrain also uses semantic search – which was implemented with the Hummingbird update – to associates unfamiliar words semantically to already known linguistic entities. This means that RankBrain no longer just looks at keywords (and keyword density) but rather, it tries to understand the meaning behind any given search.

Although Google never really told us what RankBrain looks at if I had to guess, then I would say RankBrain looks at:

  • Organic CTR (Click Through Rate)
  • Time-on-Site (aka. Dwell time)
  • Bounce Rate
  • Domain Authority (in terms of number of pages with a ‘good’ CTR)
  • Pogo Sticking (when you quickly leave a page and go back to the SERPs) – made famous by Rand Fishkin.

Based on these SEO factors, RankBrain is constantly shifting pages around until each page has achieved its deserved spot on the SERPs.