5. The Trend is Your Friend
by Juan González
Your
Competitors
YOU
6. The Trend is Your Friend
by Juan González
Customers
Your
Competitors
YOU
7. The Trend is Your Friend
by Juan González
Market-
place
Customers
Your
Competitors
YOU
8. The Trend is Your Friend
by Juan González
Market
Market-
place
Customers
Your
Competitors
YOU
9. The Trend is Your Friend
by Juan González
Customers
Your
Competitors
YOU
Market-
place
Market
10. The Trend is Your Friend
by Juan González
Market-
place
Customers
Your
Competitors
YOU
Market
11. The Trend is Your Friend
by Juan González
Market-
place
Customers
Your
Competitors
YOU
Market
12. The Trend is Your Friend
by Juan González
Search Market
Google
Users
Your
Competitors
YOU
13. The Trend is Your Friend
by Juan González
Market
Market-
place
Customers
Your
Competitors
YOU
14. The Trend is Your Friend
by Juan González
Marketplace
Customers
Your
Competitors
YOU
Market-
place
15. The Trend is Your Friend
by Juan González
Marketplace
A marketplace is the space
in which a market operates.
16. The Trend is Your Friend
by Juan González
Marketplace
A marketplace is the space
in which a market operates.
17. The Trend is Your Friend
by Juan González
Marketplace
A marketplace is the space
in which a market operates.
18. The Trend is Your Friend
by Juan González
Marketplace
A marketplace is the space
in which a market operates.
19. The Trend is Your Friend
by Juan González
Marketplace
A marketplace is the space
in which a market operates.
You are helping the
Marketplace to achieve
their objectives.
✓
20. The Trend is Your Friend
by Juan González
Marketplace
A marketplace is the space
in which a market operates.
You neither keep your
promises nor accept
and respect the
Guidelines
✘
21. The Trend is Your Friend
by Juan González
1
You don’t accept and respect the Guidelines:
Manual Action
serenataflowers.com
22. The Trend is Your Friend
by Juan González
2
You don’t accept and respect the Guidelines:
Penguin Update
currency-converter.org.uk
23. The Trend is Your Friend
by Juan González
2
You don’t accept and respect the Guidelines:
Penguin Update
currency-converter.org.uk
24. The Trend is Your Friend
by Juan González
3 3ʳᵈ of 10 examples of how bad SEO decisions can kill your upwards trend on Google
You don’t keep your promises:
Panda Update
livescience.com
25. The Trend is Your Friend
by Juan González
3 3ʳᵈ of 10 examples of how bad SEO decisions can kill your upwards trend on Google
You don’t keep your promises:
Panda Update
livescience.com
26. The Trend is Your Friend
by Juan González
Market-
place
Customers
Your
Competitors
YOU
Competition
27. The Trend is Your Friend
by Juan González
Competition
Market-
place
Customers
Your
Competitors
YOU
28. The Trend is Your Friend
by Juan González
Competition
is the rivalry among sellers trying to
achieve such goals as
increasing profits, market share,
and sales volume
By varying the elements
of the marketing mix:
price, product, distribution,
and promotion
29. The Trend is Your Friend
by Juan González
Competition
is the rivalry among sellers trying to
achieve such goals as
increasing profits, market share,
and sales volume
By varying the elements
of the marketing mix:
price, product, distribution,
and promotion
30. Elements of the marketing mix: Product
The Trend is Your Friend
by Juan González
4
zappos.com
31. The Trend is Your Friend
by Juan González
4
zappos.com vs. nordstrom.com
Elements of the marketing mix: Product
32. The Trend is Your Friend
by Juan González
5
thesun.co.uk
Elements of the marketing mix: Product
33. The Trend is Your Friend
by Juan González
5
thesun.co.uk vs. mirror.co.uk
Elements of the marketing mix: Product
34. The Trend is Your Friend
by Juan González
Customer
Market-
place
Customers
Your
Competitors
YOU
35. The Trend is Your Friend
by Juan González
Customer
Market-
place
Customers
Your
Competitors
YOU
36. The Trend is Your Friend
by Juan González
Customer
is the recipient of goods, services,
a product or an idea, obtained
from a seller, vendor, or supplier
How consumers think, feel,
reason and select between
different alternatives
37. The Trend is Your Friend
by Juan González
Customer
is the recipient of goods, services,
a product or an idea, obtained
from a seller, vendor, or supplier
How consumers think, feel,
reason and select between
different alternatives
38. The Trend is Your Friend
by Juan González
How consumers think, feel,
reason and select between
different alternatives
Customer
is the recipient of goods, services,
a product or an idea, obtained
from a seller, vendor, or supplier
39. The Trend is Your Friend
by Juan González
6 User behavior: Demand (Zeitgeist)
rugbyworldcup.com
Rugby World Cup 2011
Rugby World Cup 2015
40. The Trend is Your Friend
by Juan González
6 User behavior: Demand (Zeitgeist)
rugbyworldcup.com
Rugby World Cup 2011
Rugby World Cup 2015
41. The Trend is Your Friend
by Juan González
Google
Users
Your
Competitors
YOU
43. The Trend is Your Friend
by Juan González
7 Blocking Google-Bot from crawling the site
apple.com
44. The Trend is Your Friend
by Juan González
7 Blocking Google-Bot from crawling the site
apple.com
45. The Trend is Your Friend
by Juan González
8 New domain name & new site architecture
dunem-mill.com vs. dunelm.com
46. The Trend is Your Friend
by Juan González
8 New domain name & new site architecture
dunem-mill.com vs. dunelm.com
08.10.2012
47. The Trend is Your Friend
by Juan González
royal.gov.uk
9 Google Mobile: Not mobile-friendly
48. The Trend is Your Friend
by Juan González
etymonline.com
-70%
9 Google Mobile: Not mobile-friendly
49. The Trend is Your Friend
by Juan González
london.gov.uk
10 New web design without 301 redirects
50. The Trend is Your Friend
by Juan González
london.gov.uk /what-we-do/
/priorities/
10 New web design without 301 redirects
51. The Trend is Your Friend
by Juan González
london.gov.uk
1
>100
40
8
10 New web design without 301 redirects
52. The Trend is Your Friend
by Juan González
the new normal…
90% losses!
Merry Christmas!
Eeeeeeeeek!
changed from SaveYourself.ca
to PainScience.com
Google
Analytics
SISTRIX
data for both domains
data for both domains
55. It’s just a matter of perspective
- What Does Google Want?
- Does Organic CTR Impact SEO Rankings?
- Is SEO Actually All About Content Marketing?
The Trend is Your Friend
by Juan González
56. The Trend is Your Friend
by Juan González
The content has always been
the most important part
57. SEO is 50% avoiding mistakes
and 50% coming up with great ideas
The Trend is Your Friend
by Juan González