My Thoughts on SEO 2015

January – 2015 is nearly over, with that were 1/12 of the way through 2015.

Before I do though I just wanted to add my thoughts about the fundamentals of SEO and how this can be made in the future when your thinking about the evolution of SEO. A lot is said about the industry and some still don’t quite understand. Personally, the fundamentals of SEO will never change as an industry, being formed from the following three elements:

Onsite elements being two strands:

  1. Crawler perspective
  2. User perspective

Offsite elements being two strands:

  1. Crawler perspective
  2. User perspective

Strategy – falling into five stands:

  1. Understanding the priorities that need to be addressed first?
  2. What are the priority target terms?
  3. Campaign plan and strategy
  4. KPI Reporting
  5. Campaign review and optimisation moving forward

Why is knowing this important?   Understanding the fundamental areas of SEO means that however much the industry changes from a technology point of view, these 3 elements will always be the underpinning strategy and insight moving forward for any organic marketer.

It’s knowing what to address first, onsite, offsite or strategy in these 3 elements and priortise, is where the real value, knowledge and experience comes into play -

which will be affected by the way SEO changes in 2015 moving forward, SEO in 2016, 2017, 2018 – etc – you see where I am going with this.

The technology that affects these elements will evolve but the fundamental elements will still the same.

With this in mind let me structure for you my predictions for 2015 based on onsite, offsite and strategy for SEO 2015.

Please note:  I am not going to go to in depth with this but these are the areas to look out for based on the 3 elements discussed – as you will see how this all fits into place.    Furthermore I have listed only a few areas that I am particularly keen on focusing on this year.

Onsite Elements –  my main two things to look out for are (excuse the fluffiness):

  1. Mobile and tablet market growth is to be expected to surge, so it’s important to have these elements optimised for a crawler and user perspective.    With rumors saying that Google are now sending usability warnings via GWT < very interesting.
  2. Semantic mark-up – Google wants to make life easier for its crawler and it’s users to find better content.    Giving Google an easier life will naturally reward you with the ranking you deserve.

Offsite Elements – my main two things to look out for (excuse the fluffiness again):

  1. Links – yes links.    Links will be a lot harder to get moving forward, with bloggers and publications less willing to give them out, and if given will be given the dreaded no=follow tag.    Moving forward in 2015, the emphasis on anchor text distribution married with CTR and bounce rate will play a heavier weighting towards this, expect this to be in one of the Penguin updates addressed much more heavily.    A poor prediction however, stop worrying about the link numbers but focus more on the over arching campaign result – that is the story to be telling.
  2. Penalisation of websites.   Google will crack down harder on websites that they suspect to be blog networks with the use of “perceived” link value not being enough. Websites can be faked from a crawler perspective to have good link value and contextual relevancy, but if these websites do not receive real human engagement there is little to no value for Google to list these within its index.   

Strategy – last but not least

I am going to tackle my prediction for strategy in a two point perspective, firstly from Google’s evolutionary point of view and secondly from a SEOs point of view:

  1. Firstly, the SERPs will be intensified by Google’s knowledge graph thereby slowly eating away at informational key terms.   I am sure there will be data showing how organic will have a gradual drop off.
  2. Secondly, mentioned a lot of times, and even by myself in a presentation I done in SES Hong Kong 2013.   SEO cannot be a silo, and it will not work.  It sits on top and works to supplement other marketing channels in making sure that they make the most from their marketing efforts.   This mean working together with the developers, brand teams, IT, merchandisers, etc in helping to improve the brand presence.

Many thanks for the read.

If you have any thoughts – drop me a tweet or a message :)

Have a nice day,

Pak Hou Cheung


Re-Indexed in SERPs in Less than 12 Hours

Following on from my last post, checking this morning my site is now indexed back in the SERPs.   Personally I very impressed as to how quickly Google has done this, although currently I only rank 5th for my domain looking for the term “Pak Hou Cheung” – which Imagine will be number 1 again in a few weeks time.

In getting my site re-indexed this quickly, the following factors must be noted:

  1.  I sent a Google bot via Google Webmaster Tools to help index the page quicker – the actual effect of this in terms of the time parametres is hard to say.   However for any sites facing indexation issues this is definitely worth a shot.
  2. The authority of the URL itself still holds value.  Although not the most authoritative in the world, the domain itself still holds some weighting.
  3. Size of website in terms of pages and actual files, being relatively tiny, the crawl would of been relatively quick for the Google bots to re-index.
  4. Lastly the competitiveness of the SERP space, as you would imagine the name “Pak Hou Cheung” isn’t the most competitive in the world, thus making the website re-indexed in the SERPs is a relatively straight forward job.

The true complexity, of this runs along more than 4 bullet points, however the simple answers are normally the most correct.   A lot of people in the industry try to over complicate SEO to the point that they make it seem a lot harder than it is. The truth is, SEO is relatively straight forward, the hardest part is the execution and implementation, which I look forward to discussing about in a future post about the world of SEO in 2015 from my personal perspective.


Pak Hou Cheung


Name TLD comes back into the SERPS?

So I have to admit – over the past year I have been ridiculously busy, so busy, that I have only just got round to fixing my personal website.

For a few months the domain name has been banned, and to that extent, delisted from the SERPs.  So this is a post and count down til my name comes back in the SERPs.

Keep you all posted :)

Google Plus, Gamification & Author Rank Latest Update

So I just saw this in the SERPs:

Google Plus - Latest Update

It’s interesting that when you’re signed in to Google Plus all this detail shows up, what does this mean:

1)  Google’s way of subtly enforcing people to use Google Plus but in a “fun” way of gamifiying the process – similar to Linkedin:

Linkedin Profile Strength

2)  The “Growing Importance” of Author Rank and Google’s little hint of guiding people along the way……

3)  I am a vain person that enjoys Googling himself on a daily basis….


There are probably a lot of “other” reasons why people will find this significant in the bigger picture but for the time being, I thought this was pretty cool…  with these subtle changes coming through like last week for example from Dan Barker…..


Dan Barker

Take Away

I can say this for certain that “Google Plus is here to stay, it will grow and evolve – get used to it…….”

*Special thanks to Chris Gilchrist,  Pritesh Patel & Emilee Jane Tombs for their technical image support wizardry 

Image courtesy of Dan Barker from his Google Plus Profile