From mobile very first to Mordor, we’ve covered a lot of technical area here on Stage Two.

through all our speakers for brilliant insight, and all of you for joining united states.

2019, right here we come.


“Google does not like sluggish websites. Clients don’t like sluggish internet sites. So you need certainly to fix that.”

Craig says to utilize tools to perform in-depth website rate evaluation.

Page load rate is crucial for UX and Google. Do what you can to reduce page size (considering you, movies, photos Javascript, CSS).

Follow Craig on Twitter @craigcampbell03


Technical Search Engine Optimization: what are the most typical errors and just how can we prevent them?

the clear answer is SEMRush. The tool has grown from a keyword study platform to something which can help united states carry out in-depth audits and deliver helpful reporting for consumers.

Craig uses SEMRuch to zone in on Coca-Cola – and shows some shocking spaces, including:

  • Broken inner backlinks
  • Duplicate content

mistakes become noticeable rapidly, so you can take action quickly.

Follow Craig on Twitter @craigcampbell03


therefore, there you have it. People may be weird, nevertheless they often helps SEOs spot things that might slip through web – like obsolete Twitter wild birds, irritating autoplay videos, and sites that make you say “oh, yuck!” Oliver claims: welcome them towards fellowship, the next occasion you are going on a mission to carry out an audit.

We currently welcome our last presenter of this time: Craig Campbell is a SEO Consultant and Trainer at his agency, CraigCambellSEO, and regular host on SEMRush webinars.

Just how to fix the most frequent technical Search Engine Optimization dilemmas

Craig discusses how to locate and fix the most common technical SEO conditions that your site might-be dealing with using SEMRush’s auditing tool. Step-on set for actionable advice about web site speed optimization, time for you bite, using the correct SSL certificates, and much more.

Follow Craig on Twitter @craigcampbell03


Lord of Rings. SEO. Yes, they’re related.

In reality, relating to Oliver, they’ve a whole lot in common.

(Bing + Yahoo = Merry and Pippin).

The Lord of Serps has actually unmasked himself to save you time at Search Leeds.

In the event that you hadn’t currently observed, SEOs will vary.

“SEOs tend to be weirdoes, and aren’t enjoy normal men and women. You guys tend to be weirdoes!”

SEOs feel existential dread about Google. They’re obsessed about niche stuff like ‘nofollow and dofollow’.

Users tend to be strange too, but they also provide great insight.

  • They use standard devices
  • Unconventional pc software
  • They discover obstacles
  • And they’re goal

therefore, we should hear them.

Follow Oliver on Twitter @LordOfTheSERPs, @OliverBrett


Follow Oliver on Twitter @LordOfTheSERPs, @OliverBrett


Why SEO wizards require user evaluating hobbits

Need we state even more?

Oliver Brett leads a group of consultants at Screaming Frog by day and runs an SEO/LOTR-themed Twitter account when the sun goes down. And he’s on Stage Two now.

SEOs may be wizards when it comes to providing search engines, but often you want the insight of a humble hobbit to help figure out what’s best for users. Oliver discusses how exactly to deliver UX to the auditing process to take your assessment one step further. Exactly what are you waiting around for? Fly, you fools.

Follow Oliver on Twitter @LordOfTheSERPs, @OliverBrett


Julia’s important checklist:

  • Check your host logs to see any strange URLs being requested
  • Check Majestic for the indexed/linked to pages
  • check always Bing Research Console for strange inquiries, URLs, and crawl mistakes

therefore, what if you do get hacked?

 “If you simply take away a very important factor from this talk, allow it to be this: always have on a clean back-up.”

Make a clear back-up after conducting a health check, whenever you’re sure your website is clean. Ensure that it it is somewhere safe.

Just what else?

“Act fast – but do not panic.”

They Are Julia’s guidelines:

  • Don’t delete such a thing until you know what’s happened
  • Update all passwords
  • eliminate or upgrade vulnerable elements
  • Check if your post server is affected
  • Clean your SERPs (seek out parasite pages)

Follow Julia on Twitter @IrishWonder


The fact is, we’re vulnerable.

(much more now than previously).

Weaknesses are developing YoY (also this second, as Julia talks).

Therefore, exactly what can you do?

Undergo a ‘health check’. It is part of your regular site audits

That which you include is system centered, but think of:

  • just what gets indexed?
  • look for understood weaknesses using reliable resources (want WPScan)
  • eliminate unused plugins
  • Revoke unneeded access

Follow Julia on Twitter @IrishWonder


Julia is mythbusting.

SSL=Secure Website?


SSL=Secure Connection.

“It has actually nothing to do with if it could be hacked.”

Follow Julia on Twitter @IrishWonder


exactly why are we speaking about protection at a search associated summit?

Why does protection matter? What does it need to do with Search Engine Optimization and Digital advertising?

Julia could reveal. (Hint: It’s not only considering GDPR).

“Security issues will give you SEO nightmares.”

many of these include:

  • Ranking for keywords that have nothing to do with your website
  • Getting hacked

Relating to Google Webmaster Guidelines: You’re accountable for your own site. While you don’t care for it, you can find a penalty.

“Nobody’s planning to try this for you personally. Don’t depend on Bing to assist you with this.”

Because by the time the thing is a protection warning, it might be too-late.

Follow Julia on Twitter @IrishWonder


We’ve had a hectic mid-day up here at phase Two (ahem, standing area just at one-point, ahem).

And a particular through Luke Carthy for going in last second and conserving your day along with his outstanding classes on the amazing things inner website search can do obtainable.

Join united states for another lineup of brilliant foretells finish off an excellent day’s technical revelations on Stage Two.


Join us at 15:45 on-stage Two to know about

Tips audit your website for security

With Julia Logan, Search Engine Optimization specialist at IrishWonder’s SEO asking.

Don’t worry, we’re maybe not going to ramble on about GDPR (well, perhaps not a lot of). The only real people who like security issues are hackers – so we don’t like hackers. Julia outlines simple things you can do which will make your internet site safer.

Follow Julia on Twitter @IrishWonder


But so how exactly does Bing understand all this?

Take yourself up to Google Research Console to learn. Rachel says to appear into:

  • ‘Google decided different canonical than individual’ – Bing thinks they’re duplicate pages.
  • ‘Alternate pages with appropriate canonical tag’ – Google believes they are duplicate pages.
  • ‘Submitted URL maybe not chosen as canonical’ – additionally seen as duplicates.
  • ‘Duplicate page without canonical tag’ – Again, duplicates.

the easiest method to check – use the information query in cache. Performing this will show you canonical URLs, so can easily see if a different Address happens to be indexed alternatively.

In conclusion:

“It’s in Google’s fingers.”

you should nonetheless do-all you can to make sure Google manages things right.

Follow Rachel on Twitter @rachellcostello


Follow Rachel on Twitter @rachellcostello


Some Search Engine Optimization for idea: “Parameter maneuvering has been confirmed by John Mueller as a strong signal.”

There’s more to the tale, however the jist is the fact that canonicals are difficult. Rachel’s key takeaway:

“With website indicators, there’s strength in numbers.”

Bear In Mind, Google looks at:

  • Canonicals
  • Internal linking
  • Parameter dealing with
  • links
  • Redirects
  • Sitemaps

Follow Rachel on Twitter @rachellcostello


“What abilities do we kept as SEOs?”

It’s issue that motivated Rachel to dig into this subject. After all, if Bing does all it says it can, exactly what’s left for people to complete?

To get the solution, Rachel asks some questions:

  • how can Google handle signals?
  • How can you test these indicators?
  • And how can we come across marketing campaign results?

Follow Rachel on Twitter @rachellcostello


questionable closing note: Luke says be courageous and don’t hesitate to massacre search URLs – in the end, if you take the proper steps you can always get them right back if there’s a poor effect (but there won’t be.)

Next on Stage Two, we welcome Rachel Costello, Technical Search Engine Optimization Executive at DeepCrawl. She wishes united states to:

Stop confusing the search engines with conflicting web site indicators!

Nobody can tolerate blended signals – particularly Google. And when your website is getting cables crossed, it could have a disastrous impact. Rachel analyzes canonicalisation, pagination, hreflang and mobile alternates, discussing tips prioritise regions of your site and obtain things right.

Follow Rachel on Twitter @rachellcostello


therefore, what’s the perfect solution is?

Lower. Reuse. Recycle.

  • find out your Search Address concern (use resources like DeepCrawl, Screaming Frog, Google Research system)
  • Do a written report to learn exactly how many URLs Bing knows.
  • Identify ‘link liquid’ to search URLs
  • 301 redirect worthwhile search backlinks (recycle)
  • Identify which URLs tend to be producing great natural traffic and product sales (reuse)
  • Prepare to reduce or de-index ineffective URLs (decrease)
  • Don’t forget to nofollow, noindex search filter URLs
  • Tidy up your inner website link framework


“I dated a redhead as soon as.”

unsure the reason why it’s appropriate, but it feels as though a significant thing to mention.

On an even more familiar topic, Luke explains:

The reason why inner search Search Engine Optimization is really important

Category page urls play a minority part when it comes to search but a big part role when it comes to transformation and income


crucial takeaway from Dave – don’t develop content for se’s. Create content for people.

We now welcome Luke Carthy, Digital Manager at Mayflex, that is going to teac us

How to SEO the s*** from the internal website search

Internal site search is a pivitol, but usually ignored part of search. Therefore Luke Carthy features decided to provide some much needed love and attention – find out how to get into your internal web site search and then make it into an SEO success.


“whenever in doubt, ‘just Google it’.”

Never end searching for ways to optimise, Dave states. Conversion and Ranking is going together. Don’t give up content for other elements.

Follow Dave on Twitter @davefreeman


therefore, just how can we create the correct content?

Build an image of your customers.

  • who will be they?
  • Exactly what are their issues?
  • Just what challenges to they face?
  • Where do they go out on line?

and use other information to deal with their demands:

  • Paid search search term insight
  • On-site search information
  • Google Keyword Planner
  • Ahrefs information Explorer
  • Competitor study

Follow Dave on Twitter @davefreeman


The thing that makes Dave like to hit their head contrary to the wall surface?

all too often we ask:

“How do we optimise content for search-engines.”

As soon as we should ask?

“How do we optimise content for consumers.”

How can we get it done?

  • adjust to your prospects.
  • Execute the truly amazing a few ideas your group has actually.

“There’s some bad content available – we must concentrate on creating great content.”

Follow Dave on Twitter @davefreeman


every little thing in SEO is related to content.

“Content in fact is fundamental to whatever you do.”

Your content must succeed at each phase:

  • entice click on through
  • match the Device its being accessed on
  • Engage with users
  • And Convert all of them

Follow Dave on Twitter @davefreeman


a huge because of our speakers this morning.


Here’s to a different afternoon of tasty technical Search Engine Optimization!  Join us for Dave Freeman’s talk, beginning now!

Follow Dave on Twitter @davefreeman


It’s time to take in all that over a sandwich.

We get back after meal, at 2:05pm with Dave Freeman, Group Head of SEO at Treatwell and columnist for Search Engine Land. Head as much as Stage Two for:

Generating knockout on-site content by comprehending your customers

Content plays a role in every little thing in Search Engine Optimization – directly or ultimately, it helps united states entice, engage, and transform users. Therefore, it must be great. Dave covers exactly how comprehending your people is vital to generating content that delivers traffic and sales.

Follow Dave on Twitter @davefreeman


Dawn states information overload is an actual concern. There is a lot of content. Individuals are hooked on study.

So just how do we cut through the noise?

“Nobody leaves SEO in a corner.”

we must think anxiously. Arrange for Iceberg Searchers, which believe every little thing in ‘read even more’ is much exactly like what’s on the surface. Arrange for fair Surfers which believe ‘what the truth is is what you get’ and won’t scroll for lots more.

Exactly How?

Lay out your details better:

  • Group your content
  • Summarise important things at the very top
  • Try a table of articles
  • Embrace interactive web site design
  • utilize proximity for the best (individuals will connect the dots)
  • Imagery is your buddy

And believe like Ernest Hemingway – less is more.

Follow Dawn on Twitter@dawnieando


Dawn talks about brand new means we’re searching making use of subordinate systems – they are your Alexas, your Siris, your Google Homes.

For a step ahead, we need to work also harder to comprehend framework and need – and employ it to aid users before they ask becoming helped.

“It’s planning to rain in Leeds these days – bring your umbrella!”

Follow Dawn on Twitter@dawnieando


Dawn gets theoretical and analyzes Mizzaro’s Framework of Relevance.

Touching on information resources, user problem, time, and elements.

Follow Dawn on Twitter@dawnieando


Kristine’s key takeaways – you’re the interpreter, therefore communicate with Google the same way we speak to each other: natural and conversational language. Include semantic mark-up (organized data via schema). Be the sound between the noise that will help Bing determine what the hell you’re talking about.

We have now welcome Dawn Anderson, SEO Consultant and Search Strategist at Move it Marketing and trainer/lecturer at Manchester Metropolitan University.

What lies beneath – ‘The Iceberg Approach’

Hemingway meets Search as Dawn talks about tips say much more with less and get through to both people and search engines. She appears below the surface for the site and touches on means of driving themed ‘equivalence’.

Follow Dawn on Twitter@dawnieando


The Information Graph is Google’s database.

This lets you find things, people, locations that Google knows about. Believe men and women, places, recreations results.

“If it’s a noun, it’s likely to be inside Knowledge Graph.”

Nouns = Entities.

Incase Bing can comprehend organizations, it may go from picture to sound. At the moment it is text based, but we’re working towards natural language processing (“hello, Google.”)

This implies transitioning through the Knowledge Graph toward Answer system.

Kristine records we’re going from Research to Answers – occasionally, Google delivers the answer before you even understand the question.

Cue Hummingbird – adds a semantic level to algorithms, assisting Google understand context and intention so that it can deliver us greater outcomes.

Follow Kristine on Twitter @schachin


At the beginning there was clearly a large-scale hypertextual internet search-engine…

hence became Google.

In 2015, there were 63k search inquiries every second.

That’s plenty of data – that is huge data.

Kristine notes we began with unstructured information: you understand it – text based, keywords at the very top (hello, black colored hat SEO).

Then again there was clearly way too much data. Which intended Bing needed another way to arrange and understand it had been witnessing.

Hello, Knowledge Graph. Hello, Semantic Research.

Follow Kristine on Twitter @schachin


In the beginning there was a large-scale hypertextual internet search engine…

And that became Google.

In 2015, there were 63k search queries every second.

That’s some data – that is huge information.

Kristine records we began with unstructured data: you realize it – text based, key words at the very top (hello, black colored cap Search Engine Optimization).

But then there clearly was way too much information. Which implied Bing required one other way to organise and comprehend it was witnessing.

Hello, Knowledge Graph. Hello, Semantic Search.

Follow Kristine on Twitter @schachin


Fili’s crucial takeaway: architectural data is all about helping Google understand your content. And just what could be more essential than that?

We now welcome Kristine Schachinger,CEO and founder of websites Without Walls.

Entities, Research, and Rank Brain: how it functions and just why it matters

Entity-based search – what-is-it? What are entities? Where do they show up from? And exactly how does Google utilize them? Kristine responses all, describing exactly how Rank Brain ties into it and exactly what SEOs need to find out.

Follow Kristine on Twitter @schachin


Fili’s key takeaway: architectural information is about helping Bing realize your articles. And just what might be much more essential than that?

We currently welcome Kristine Schachinger,CEO and creator of internet sites Without Walls.

Organizations, Research, and Rank mind: how it operates and exactly why it matters

Entity-based search – what exactly is it? What are organizations? Where do they show up from? And how does Bing utilize them? Kristine responses all, describing how position mind ties engrossed and what SEOs must know.

Follow Kristine on Twitter @schachin


Fili asks: What’s wrong with this image?

Hint: a whole lot.

“The resources can’t be trusted – you should employ your eyes.”

Follow Fili on Twitter @filiwiese


From articles to dishes, there are numerous schema you are able to make the most of, dependent on your internet site.

Fili requires: ever before seriously considered data as schema?

Getting schema right can really help your CTR and work out you get noticed from the other options that people tend to be facing.

But how-to take action?

Google Tag Manager – great way to check a schema, however a permanent solution.

“Can be good to evaluate, but i’dn’t rely on this future.”

Follow Fili on Twitter @filiwiese


thank you for everybody else who has joined united states today on-stage 2! Not to boast, but we’ve had rather the turnout.

Come join us for the after that round of speakers, beginning with Fili Wiese, of Research Brothers, ex-Google engineer and expert anyway things Search Engine Optimization.

At 11:15, he’ll be delivering his talk: Structured information explained

With Fili, it is all about actionable Search Engine Optimization ideas that will help see outcomes. Whatever experience degree you’re at, you’ll read about organized data and exactly how to make it be right for you.

Follow Fili on Twitter @filiwiese



We shouldn’t need certainly to remind you, but we shall.

“If you’re not starting a mobile-friendly website in 2018, you’ve got some serious problems.”

Test for problems – think of from font size to page speed.

Follow Steve on Twitter @SteveChambers


Steve covers offensive and defensive activities you can easily try ensure that your migration goes since efficiently possible.

Arrange correctly – guarantee there’s the right resource allocated and every thing suits into the larger workload.

Create a list in advance and check it (duh) to end things from slipping through web (viewing you, Robot.txt, reroute loop, and sign files).

And, an insider tip:

“Never plan a migration on a Friday!”

Follow Steve on Twitter @SteveChambers


Gerry shared some innovative understanding of the networks we should be turning to, including apps, voice search, and enhanced truth (keep in mind Pokemon get? adequate said…)

We now welcome Steve Chambers, SEO management at Stickyeyes, who’s probably teach united states exactly how never to f**k up a migration.

After all, as much people understand, it is a thing that lots of people f**k up… Steve describes what you should do to stay away from using a significant hit on organic traffic and outlines common problems – and exactly how to avoid all of them.

Follow Steve on Twitter @SteveChambers


Voice search – everyone’s talking about it, but just how many people are now actually deploying it?

And those that do put it to use, does it really work?

Gerry covers Bing Assistant:

“We need certainly to understand what Google is seeking. It isn’t webpages any more – it’s information that people require.”

Follow Gerry on Twitter @dergal


Apps are where it’s at – both Bing Enjoy and Apple have more than 2m accessible to down load.

But a negative consumer experience on applications will drive folks away.

“The level of anxiety brought on by mobile delays is clearly higher than a scary motion picture.”

Follow Gerry on Twitter @dergal


“Most of us today seem to be Nomophobic.”

FYI, Nomophobic – the fear of not having a mobile phone.

(Gerry blames Nokia).

Follow Gerry on Twitter @dergal


many thanks, Bastian! To summarise: slow website? Forget about excuses.

We’re today onto our next speaker: Gerry White, international Technical SEO contribute just consume as well as

Gerry is likely to be discussing the last, the present, in addition to future of mobile phone

We already fully know towards significance of mobile optimisation – exactly what about the future from it? Gerry discusses in which gaps and options will emerge in mobile, and how you’ll capitalise to them.

Follow Gerry on Twitter @dergal


photos make a huge difference – specially on cellular.

62% of online traffic comprises of photos.

WebP: Google’s option to JPEG, PNG, and GIF – swap it and reap the benefits.

It’s never a right trade – mess around with different techniques (browse Cloudinary).

“80% savings becomes super easy.”

Follow  Bastian on Twitter @basgr


Are you ready for the first speaker of this time on-stage 2?

International website rate: Going for super-speed around the world

We’re getting ready to enjoy Bastian Grimm, Director of natural Search at Berlin-based ‘all things search’ marketing and advertising company, Peak Ace

He’ll be speaing frankly about how to use web overall performance optimization to make your internet site quickly – plus people pleased. Bastian appears beyond short term solutions and covers tips on how to make every precious second count.

Follow along right here:

In order to find Bastian on Twitter @basgr


These days is the time! Thank you for visiting SearchLeeds 2018. We’re planning to start up, you’re here beside me, Mady Ritzker, stay blogging from Stage Two.

If you are following the conference here on the web, consider tweets from:


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About Chuck Manos