Tom Anthony's Posts



One Year in: DistilledODN by the Numbers

DistilledODN is coming up on its 1st birthday. We ran our original public pilot in February and March 2016, before launching in April. We now do more requests every few hours than we did during that pilot period! We thought it might be interesting to highlight some of the numbers that tell the story of that growth. Read on for the low-down, or skip to the end for the story of a split-test that added £100,000 in revenue per month.

Requests per month

We don’t have detailed statistics for the earliest days, but we know that in June we were handling about 5 million requests a week. We have grown steadily since then, and in September we shared a traffic milestone:

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Apple WWDC Announcements - What Siri on Mac and Apple Pay for Web mean for SEO

Whether you’re a true Apple fan or just a dedicated tech enthusiast, the Apple Worldwide Developer Conference (WWDC) is one of the year’s biggest events in the technology industry.

Announcements were made on all kinds of hardware and software (not least a new desktop OS), but there were two announcements that stood out for me as potentially very important for the SEO industry.

This post will look at exactly what’s being introduced and how that will affect the landscape of search.

Siri for Mac - the rise of ambient search

Siri has been around for several years now on iPhones, and on Android people have the Google app for voice searches, and there is Cortana for Windows phone. Since their rollout, these intelligent personal assistant apps have started to gain traction, and increasing numbers of people are doing voice searches.

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Local Search in 2016: Wearables, Beacons, and Machine Learning

Right now, we are nearing a point whereby the convergence of several related technologies, combined with their improving accessibility (infrastructure and cost) means we are not far away from some big disruptions in local search. People will be expecting search results far more specific to their current context than ever before... and they’ll be getting them. I’ve put together a simple and relatively typical story to illustrate some of the technologies (see section after the story).

A Search Story

Imagine someone who needs to pick up a gift for a friend of hers; she is wandering through London and searches for ‘jewellery shop’ via her phone as she walks. She gets a bunch of results for stores nearby, but isn’t happy and so refines her original voice search by simply speaking ‘show those with 4 stars or more’, and gets a subset of her original results a moment later. She is still unsure, so jumps on a rental bike and heads towards Oxford Street.

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Linkgex: Tool to Get Links to Specific Subsets of Pages

Recently I have found myself fairly frequently wanting to get links that are linking to a certain sub-section of a website (i.e. links to only certain pages on the domain). Reasons why this might come about:

  • to know how many links my product / job listing / category pages etc. are getting.
  • to find links to pages that mention a something in the url.
  • to find links to only certain language sections.
  • to exclude links to certain pages.
I tend to use a mix of OpenSiteExplorer, Majestic, and Ahrefs when I get backlinks, but currently none of these services actually allow me to get backlinks in such a fashion. OSE does allow a ‘to this subfolder’ in the advanced reports section which sometimes does the trick, but otherwise I’m left to download all the links and filter them myself.

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Change Tracking: Monitor Competitors’ Websites for SEO

It is relatively standard practice nowadays to do keyword rank checking with tools such as SEOmoz, Authority Labs or Conductor. It just makes sense to us as SEOs to keep an eye on them, whether you are of the school that you should be reporting them to your clients/boss or not. However, we know that with rankings there are so many variables at play that it is more of an art than a science to react to them when you see big changes.

Rank tracking helps inform us of how our tactics are working, whether competitors are up to something, or if Google has been playing with the dials again. However, I’ve been thinking recently about what other things we should be routinely tracking, and which of these might be helpful in prompting more specific actions.

One thing that I know some SEOs do, on and off, but something I haven’t really done much of until now is tracking my competitors’ sites (their markup, structure and content). Sure I look at their rankings, and if their has been interesting changes then I might look at OpenSiteExplorer, Majestic of Ahrefs to establish whether they’ve been doing anything new on the link-building front, but if it is internal changes to their site then I probably won’t spot the exact changes unless it was something in-your-face (like a complete redesign).

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