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Technical SEO videos

62 videos

SEO Split-Testing: How You can Run Tests

Google is a black box, and for almost 20 years SEOs have run experiments and tested ideas trying to understand what makes the search engine tick. Until recently, it's been really hard to run robust tests that isolate the effects of SEO changes. At Distilled, we have been using new tools and statistical approaches to run split-te...


Debate Time With Will Critchlow and Rand Fishkin

The gloves are off and real opinions come out as the magnanimity of collegial goodwill is temporarily suspended. Watch two seasoned competitors: Will Critchlow, founder of Distilled, a highly regarded consultant and speaker possessed of a shockingly distinguished accent take on the magnificently moustachioed Rand Fishkin, founde...


Ten CRO Truth Bombs That Will Change Your Approach to CRO

You can increase conversion rates by A/B testing on-page elements like design, images, copy, UX, etc. But what if there was a different way that yielded 10x more conversion leverage and didn’t even involve touching a landing page – but instead focused on influencing the right people before and after they visit your site. Learn h...


How to Get Insight From Your Logs

In the SEO industry, we obsess on everything Google says, from John Mueller dropping a hint in a Webmaster Hangout, to the ranking data we spend £1000s to gather. Yet we ignore the data Google throws at us every day, the crawling data. For the longest time, site crawls, traffic data, and rankings have been the pillars of SEO dat...


Tactical Keyword Research in a RankBrain World

Google launched RankBrain 18 months ago, and yet we still barely understand what it is or does. RankBrain represents a new way of measuring relevance, built on teaching machines to understand relationships between words. How should RankBrain change our approach to SEO and specifically to keyword research? Will we need to fight m...


Why User-Focused Content is the Death of Ranking Factors

With the evolution of machine-learning approaches, like RankBrain, coupled with the importance of content relevance, old-fashioned SEO tactics have died a sudden death – and traditional ranking factors are following suit. Today’s challenge for every digital marketer is to uncover specific user intent. In this session, you will l...


Taking the Top Spot: How to Earn More Featured Snippets

Featured snippets (also known as answer boxes) are steadily appearing in the first organic SERP spot, providing big opportunities for SEOs able to snag them. Armed with the latest data and analysis, Rob Bucci will take you on a deep dive into the constantly evolving featured snippet and show you how to earn more for your site. A...


Hacking RankBrain and Other Machine Learning Algorithms

Machine-learning based search algorithm, RankBrain, quietly debuted last year as Google's third most weighted ranking signal. It may displace links and on-page SEO factors as Google’s #1 SEO ranking factor some day in the distant future: SEO Judgement Day. This session will reverse engineer how RankBrain and other machine langua...


The Emerging Future of Search

Will is going to discuss the ways that Distilled believes search is fundamentally changing, including compound queries, implicit search signals, user signals as a ranking factor, the move from keywords to intents, and the drive towards data-driven search.


Developer Thinking for SEOs

Despite the huge shift to content marketing in recent years, the technical end of SEO has gotten increasingly complex and our tools are not keeping pace. As SEOs, we must develop strong working knowledge of the optimal usage of technology to get implementations accomplished. In this talk, Mike will walk through case studies, the...


The Search Marketer's Toolkit for Google Tag Manager

Google Tag Manager is a powerful tool for implementing web analytics and digital advertising tracking codes on a website. In fact, it lets you add pretty much any arbitrary JavaScript code you choose, meaning it has the power to destroy and construct in equal amounts. In this talk, one of the foremost experts on Google Tag Manag...


Illuminating Consumer Intent without old SEO Tactics

SEOs have historically focussed on tactics rather than strategy, for one important reason: search engines weren’t as sophisticated as they are now, so a tactical approach could be very successful. That's all changed significantly, with machine learning, marketers now face a multitude of new challenges to be successful in search....


New Paradigms: Five Fundamental Changes in Search

Search is undergoing dramatic changes taking it away from the paradigm of keywords and the focus on websites, towards conversational search and app indexes. Tom will examine the trends and discuss five new paradigms he believes are fundamentally changing the way search works: compound queries, implicit search signals, user signa...


Practical Advice for the Future of Search

Having seen the changes from Google and observed the changes in our own behaviour, you may now be trying to figure out what to do differently to prepare for the future. Will has you covered, from making the most of new ranking factors and understanding what place apps and deep linking have in your plans, to creating content for ...


Practical Advice for the Future of Search

Having seen the changes from Google and observed the changes in our own behaviour, you may now be trying to figure out what to do differently to prepare for the future. Will has you covered, from making the most of new ranking factors and understanding what place apps and deep linking have in your plans, to creating content for ...


New Paradigms: Five Fundamental Changes in Search

Search is undergoing dramatic changes taking it away from the paradigm of keywords and the focus on websites, towards conversational search and app indexes. Tom will examine the trends and discuss five new paradigms he believes are fundamentally changing the way search works: compound queries, implicit search signals, user signa...


Mobile-First SEO & How to Prepare for the Next Mobilegeddon

On April 21st, Google launched the mobile-friendly algorithm update and it set a new precedent in the SEO community. Google has switched to a mobile-first paradigm that includes apps as SEO assets. This session will provide attendees with a detailed understanding of what happened in the mobile-friendly update (aka: Mobilegeddon)...


Cracking the SEO Code for 2015

It's all changed – from how people use the web, to how Google ranks pages, to what resonates with influencers. Not surprisingly, the tactics marketers employ need to change, too. But tragically, many of us are stuck in a rut, eeking out the last few drops of fuel from efforts that are dying or dead. What's even worse? The cuttin...


Flash Crash & Black Boxes

May 6th, 2010 the Dow Jones Industrial Average plunged about 1000 points only to recover those losses within minutes – this was the Flash Crash. No catastrophes or physical events caused this swing, it was the black boxes of stock market algorithms. Black boxes a lot like Google's. How do we prepare for the future when even Goog...


Turbocharging your WordPress Website

A technical tour de force of tips, tricks and practical guides on how to squeeze every possible bit of performance from your WordPress site. Jono will myth bust performance issues and security worries; demonstrate the ultimate performance combination of hosting configurations, plugin combinations and technical SEO; and give you ...


The Threat of Mobile

Our focus on responsive websites and our fascination with app store rankings may be blinding us to the real threats and opportunities of the mobile revolution. In particular, as Google continues to ratchet up its mobile first approach to design and Facebook looks more and more like a mobile channel, what should we be changing in...


Data Driven SEO

From past experiences with data, Dave knows relying on your gut can be a mistake. Instead, we need to take comfort in the validation of solid data to ensure we’re making profitable decisions. Sharing real client examples, Dave will run through the essential steps: how to decide on a hypothesis, create conditions, and gather data.


Becoming a Digital Superhero

Whilst there are often big differences between working freelance, in-house or as part of an agency, we all face a common set of challenges: how to form lasting relationships with clients, how to learn from our successes, and how to handle things when they go wrong. Ade has actionable tips, tools and takeaways to help us all beco...


Automation Demystified

Marketing Automation is a set of technologies that has largely been ignored by search marketers due to its complexity. In this talk, Mike will bring automation back down to earth to show you ways to merge audience research, content marketing and search to find quick automation wins and prepare yourself for more complex use cases.


Stretching Your Search Skills

As the industry has undergone an evolution, a lot of our day-to-day work has also changed. The good news is that the skill sets we've adopted can make us really effective marketers outside of search. This session will tactically describe different scenarios on how your skill sets can be applied to other areas of marketing.


Log File Analysis

At Define Media Group, Marshall and his team have been spearheading deep reviews of some of the biggest publishers’ raw data files. It’s intense work but what they've learned is insightful and applicable to all industries. Marshall’s going to be sharing those insights with you.


Learn from the Herd

Triumphant SEO wins can be had if you know when to zig when the competitors in your space are stuck on zag. By blending together industry metrics, web technology statistics, and the wealth of data available in his product development role at Moz, Matthew will provide forward-looking insights to inform your SEO strategies.


Goodbye Spam, Hello Data!

Paul takes us on a journey through the last few years of SEO and links. You will learn what changed and how Google has manipulated the way we view their most important signal. Through his own progression from a creator of easy links through to the realisation of the need to change, the battle to gather and analyse the huge data ...


So, You Have A Mobile Friendly Website

Global mobile web usage has been increasing exponentially, and we all know by now that we need a mobile strategy. But building a mobile-friendly website is just the first step. What happens next? This presentation will walk you through some of the 'next steps' for building a comprehensive mobile strategy. We'll look at recent tr...


Graph Theory

The Link Graph, the Social Graph, the Knowledge Graph... So much of digital marketing has a relationship with Graph Theory, but unless you studied Maths or Computer Science the topic may have completely passed you by, but once you get your head round how it works you will have a much better understanding of how the search engine...


The Future for Search

Search is at an inflection point, and over the next couple of years a lot is going to change. This session will highlight some major trends in technology and search, outline how they intersect, and show how these intersections are going to affect the way that people search.


From unknown foreigner to local star

Choosing between language vs. country targeting, using ccTLDs vs. sub-folders, handling content duplication issues across different country-targeted websites and fixing search results cannibalization between your different international sites. Aleyda is going to be teaching us all of these things and more in her talk. Forget abo...


Trends in Technical Optimization

How can new technologies create incredible user experiences that enhance your search visibility? In this inspiring talk, Will reveals some of the modern web development technologies and trends that allow you to impress your users more than ever before, along with the tips and trick that ensure they remain search-friendly.


Live Site Reviews

Watch as our expert consultants quickly analyze three chosen websites, and reveal their tips and strategies for improving those sites.


Building Great Digital Marketing Teams

Why do we not treat our job pages like landing pages? Why do Glassdoor reviews tend to be so negative and critical? And what on earth is culture anyway? Rand Fishkin talks us through interview questions, management styles and the culture at Moz to show what it is that makes a strong, engaged and healthy team. This talk will ...


The Changing World of Google Search Results

Co-founder of CPC Strategy, Rick is our e-commerce expert for the conference. Having worked on 100s of comparison shopping campaigns for online retailers, Rick is sharing his tips on how to integrate Google Shopping into your e-commerce (and overall marketing) strategy.


Weird, Useful, Significant: Super Tippy Version

We’re happy to say that no, Ian is not teaching from a small rowboat in Mission Bay. During this talk, learn a top-to-bottom internet marketing strategy, plus hear a never-before-attempted ‘two tips per minute’, covering audience analysis, ad buying, organic SEO, and Dungeons and Dragons.


The Importance of Technical SEO

As the search engines get better at crawling and understanding all kinds of websites and content, it's tempting to think there's no place for technical SEO. Will doesn't believe that. He brings us up to speed on the complexities of modern web technologies and help us understand where to focus our technical attention.


Do-It-Yourself Data-Driven Content

Intimidated by 'big data' and just plain exhausted by infographics? There's a wide world of data-driven content in between, and it's just waiting to be discovered. This is the story of how a crazy idea and $20/month worth of proxy IPs became a major data-science initiative and content-marketing platform. Learn how to love “small...


Future Search

Tomorrow will bring us new ranking signals, new ways to display search results, and devices that may make desktop search seem old fashioned. This presentation on the future of search explores many of the hints we see from places like patents and papers on what search will look like with knowledge bases and named entities, predic...


Enterprise Link Spam Analysis

Recovery from a manual link penalty requires manual review of links. Lots of links. In this session, Ian Lurie will walk through an automated solution he built and how you can build something similar. He'll also share insights about Google's detection of suspicious versus legitimate links from a review of over 400,000 links acro...


Live Site Reviews

Watch the sparks fly as experts battle to be the first to find issues and opportunities live on stage.


Live Site Reviews

Watch the sparks fly as experts battle to be the first to find issues and opportunities live on stage.


Penguin Penalties – Diagnosis and Recovery

More commonly known as Oilman, Todd has worked in the SEO industry since 1998 and has seen first-hand how the Google algorithm has changed over the years. Within this session he focuses on Penguin penalties – how to diagnose them, how to clean up your backlink profile and how to get reincluded.


Social Signals and Search Ranking

Aiming to put an end to the speculation about whether social signals have a direct influence on achieving high rankings, Stickyeyes’ Head of Social Media, Heather Healy delves into data sets from competitive sectors to demonstrate where social signals matter and where they don’t.


CRO & SEO – Better Together

Distilled’s Mike Pantoliano speaks about bringing conversion rate optimization into the SEO’s day-to-day consciousness. Tips, case studies, and takeaways are provided to assist in-house and agency web marketers working on websites of any size.


Trends in Search

A moderated session which rounded-up the two days of the conference. Our panel of experts discussed the latest news, updates and predictions from the world of search.


Breaking News Panel

A moderated session discussing the latest news and updates from the world of search.


Establishing a Framework for SEO Audits

Sometimes the hardest part of an audit is figuring out where to start. Fortunately Annie Cushing is on hand to help. She shares her own 200+ point SEO Audit checklist complete with links to the tools she uses for each task; use this framework to super-charge your auditing process.


Chasing Algorithms

If you’ve yet to see Wil present, you’re in for a real treat! In Wil’s 13 years of doing SEO he’s never been surprised by an algorithm update. He will share how thinking a little bit like a spammer will ensure you’ll never be surprised by an algo update again. He will also share strategies on how to get buy-in from clients to ...


How to Build Links to Product Pages

Adam told us how ‘Search as channel is flattening out’ and that we should instead be focussing on user metrics as well as reclamation of the internal link graph. Click on the video for a preview


Personalisation, Profiles and Privacy

Since 2009, Google has personalised all search results, with social signals playing an increasingly important role. Demand Side Platforms (DSPs), plugged into audience science tools, mean that display ads can now be targeted at individual impressions, based on a predicted user profile. And since earlier this year, the use of coo...


Wordpress SEO

Wordpress is one of the easiest platforms on which to build a site. In general, this is a good thing, but out of the box, there are a bunch of things you should be doing to get the best SEO performance. With his canonical SEO plugin for Wordpress having just moved to version 1. Joost is the best person to tell us what to do.


Wordpress SEO

WordPress is one of the easiest platforms on which to build a site. In general, this is a good thing, but out of the box, there are a bunch of things you should be doing to get the best SEO performance. Anyone who has read Graywolf's blog knows the depth of his knowledge on this subject - he is going to cover the common mistakes...


The Modern SEO's Toolkit

To be truly effective as an SEO in 2011, Will argues that you need to be able to mash tools together, build your own “hack-tools” and prototype more complex tools for others to build. Are you comfortable making your computer do the work for you? Will’s going to show you how to multiply your effectiveness and get comfortable with...


Big Business SEO

As companies grow, they get good at some things and really, really bad at others. SEO is often one of the things they often get bad at. Having suffered through the frustrations first hand many times over, Tom is going to share some of the specific ways big businesses fail and tips and tricks for overcoming their failings.


New Technologies

The future has to be useful for something: Rob loves the future and shows how you can create crawable AJAX. He delves into what HTML5 means for SEO, and tells us everything we need to know about PUSH


Social Media: An Engineer's Perspective

Social media is becoming ever more important, whether as a ranking factor or simply a traffic or business driver. Mat talks through how to architect your site to get liked, shared and clicked; while also revealing how to measure social interactions through closed ecosystems.


Information Architecture 2.0

If it can't be crawled, it can't be found: How can you decentralise IA decisions to cope with rapied publishing and/or UGC? What can smaller sites learn from enterprise? How should you change your decisions as crawling gets ever faster? What should be your top priorities when presented with a brand new site? Marshall explains...


Live Data Analysis

Revealing the skills you need to become the master of data - from new sources, APIs and Excel wizardry, Will talks us through how to hack programs together to get the information you need.


Taming the Panda

Duncan explores how Google's update has changed the world, how it will continue to change and what we can do in the mean time to win. If you've been negatively impacted, what can you do to recover?


Live Site Review

Watch the sparks fly as experts battle to be the first to find issues and opportunities live on stage.