Paddy Moogan's Posts

12 Must Read Blog Posts That I Always Refer Back To

I’d like to take a step back for this blog post and highlight some fantastic blog posts that I always find myself referring back to when speaking to clients or working on problems.  There are some in here which are “old” in SEO terms that go back to 2010, but I still refer to them now because they really are that good.

If you haven’t read this already, go read them now or bookmark them for future reference.  Also let me know in the comments which posts you’d add to this list!

Keyword Research Using Categories by Richard Baxter

This is a great, step by step post by Rich and is super actionable.  It contains some Excel magic which we all love and lets you play with large datasets.

You can basically go from this -

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Link Building - The Essentials

I wanted to take a few steps back for this post about link building and cover some of the essentials that all SEOs should be aware of if they are building links.  I tend to be a bit old school in my thinking sometimes and still think that all SEOs should go back to basics and make sure they understand the fundamentals of what they are doing - and why.  It seems obvious, but not enough SEOs ask why.  Its something I try and encourage my team at Distilled to do - question things and always ask why something is the way it is and why we are doing it that way.

1. Why Care About Links?

I know you probably know this one, but bare with me.  I’ve been in too many conversations when people say “links are important” but have no idea why.

It goes back to pre 1998 when Larry Page and Sergey Brin were still studying at University and building the first computer programs and algorithms that would eventually become Google.  They were studying at the same time and it did all the usual student things like looking for citations when writing papers as well as citing sources when writing their own papers.

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7 Technical SEO Wins for Web Developers

As an SEO agency, we often work with external web developers.  They may be in-house working for the client or another agency like ourselves but focusing on web design and development.  The level of SEO knowledge varies greatly from agency to agency and sometimes we are brought in to train developers on the parts of SEO they often influence without knowing it.  Below I’m going to talk about seven elements of SEO that all developers should at least have an awareness of. 

I just wanted to quickly clarify Technical SEO v Onsite SEO.  For me, Onsite SEO elements are those which the user can see without looking at the source code.  So I’d include things such as -

  • Title Tag
  • URLs
  • Headers
  • Body Text etc

Technical SEO involves the elements of a page that the user can’t see without looking at the source code.  These will include elements such as -

  • IP Detection / Redirection
  • Site Speed
  • 301 and 302 Redirects

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Why Has Our Traffic Dropped? Answering SEO Questions with Issue Trees

A few weeks ago, most of the Distilled team from our London office went for a training session with one of our board members.  The last time we did this, the session was about influencing change in clients and getting stuff done.  This time we were focusing on answering hard questions.  Try to answer the following questions easily -

  1. What should my strategy be?
  2. What keywords should I target?
  3. How do I increase traffic to my website?
Its pretty hard, there are loads of possibilities and counter questions you could ask.  How do you know where to start?

At this training session, we were introduced to the idea of using issue trees to answer questions.  The idea being that you break down a tough question into smaller questions which if answered, will give you the final answer.  In reality, for a true issue tree to work correctly, things are a little more complicated.  As an example, each section of the tree should be MECE (mutually exclusive, collectively exhaustive) which essentially means that each category of questions should not overlap and be distinct from each other.

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SAScon 2011 - Getting Actions from Analytics

I’ve just given a talk at SAScon on the topic of getting actions from Analytics.  Here are the slides and a link to my own notes from the talk.  Let us know what you thought of the talk :)

You can download my notes from here -

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