How Google's Panda and Penguin Changes Will Effect Your Website

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Google's Penguin update was a killer for some big brands and the Panda update benefited sites that were designed and written with the visitor in mind (as opposed to search engines). Todd Mumford delivers great tips and insights at Studiothink's latest Think60 event on June 20, 2013, helping marketers and owners understand what they can do to improve their website to get more of that "Google love".

Think60 Guest Presenter: Todd Mumford, Riverbed Marketing

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  • How to Check Google Panda Effect on Your Website, Panda update: If your site gets slapped by the Panda then you are going to have to wait for the next update to find out if any changes you’ve made will get the Panda off your back. Below is a full list of Panda update dates for you to use when checking your site’s analytics reports as shown on this page:
    http://listscafe.com/general/how-to-check-google-panda-effect-on-your-website/
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How Google's Panda and Penguin Changes Will Effect Your Website

  1. 1. WELCOMEa studiothink presentation
  2. 2. how google’s changes will effect your website
  3. 3. how google’s changes will effect your websiteToday’s Speaker: Todd Mumford
  4. 4. how google’s changes will effect your websiteToday’s Speaker: Todd MumfordFrom: Riverbed Marketing
  5. 5. how google’s changes will effect your websiteToday’s Speaker: Todd MumfordFrom: Riverbed MarketingPresented by Studiothink Creative in Surrey, BC
  6. 6. TOPIC INTROStudiothink helps companies brand and build beautiful websites...but whathappens if nobody finds your website when they search on Google?Today’s topic will answer these questions•what the recent Google Panda and Penguin updates are?•how they impact your website?•what you can do to improve your page rank in Google?
  7. 7. SPEAKER INTROtodd mumford, riverbed marketing•Studiothink cohort since 2008•10 years of online marketing•experience with small and large brands including Telus and Disney•expert in SEO, link building strategies, content marketing, landing pageconversion campaigns, increasing online leads and improving search revenue•member of Web Analytics Assn, SEMPO, BBB and is Google Adwords Certified•known to be a snowboarding ninja
  8. 8. How  Google’s  New  Changes  Will  Affect  Your  Website  and  BusinessTodd  Mumford  -­‐  Riverbed  MarkeDng
  9. 9. Before  We  Begin…Let’s  Take  a  Minute  to  Learn  a  Few  Quick  Terms
  10. 10. OK,  We  are  Ready
  11. 11. OK,  We  are  ReadyOf  A  New  Way  To  Do  Business  Online  and  Win  Over  Customers…
  12. 12. TradiDonal  MarkeDng  is  Dead
  13. 13. What  is  TradiDonal  MarkeDng?“There’s  only  one  thing  in  the  world  worse  than  being  talked  about,  and  that  is  not  being  talked  about.”  –  Oscar  Wilde
  14. 14. What  is  TradiDonal  MarkeDng?• Shout  It  and  They  Will  Come“There’s  only  one  thing  in  the  world  worse  than  being  talked  about,  and  that  is  not  being  talked  about.”  –  Oscar  Wilde
  15. 15. What  is  TradiDonal  MarkeDng?• Shout  It  and  They  Will  Come• One  Size  Fits  All“There’s  only  one  thing  in  the  world  worse  than  being  talked  about,  and  that  is  not  being  talked  about.”  –  Oscar  Wilde
  16. 16. What  is  TradiDonal  MarkeDng?• Shout  It  and  They  Will  Come• One  Size  Fits  All• Less  PersonalizaDon“There’s  only  one  thing  in  the  world  worse  than  being  talked  about,  and  that  is  not  being  talked  about.”  –  Oscar  Wilde
  17. 17. What  is  TradiDonal  MarkeDng?• Shout  It  and  They  Will  Come• One  Size  Fits  All• Less  PersonalizaDon• Direct  Ad  Approach“There’s  only  one  thing  in  the  world  worse  than  being  talked  about,  and  that  is  not  being  talked  about.”  –  Oscar  Wilde
  18. 18. What  is  TradiDonal  MarkeDng?• Shout  It  and  They  Will  Come• One  Size  Fits  All• Less  PersonalizaDon• Direct  Ad  Approach• Outbound  Mentality“There’s  only  one  thing  in  the  world  worse  than  being  talked  about,  and  that  is  not  being  talked  about.”  –  Oscar  Wilde
  19. 19. TradiDonal  MarkeDng  is  Dead                                  But  Why?“All  things  being  equal,  people  do  business  with,  and  refer  business  to  people  they  know,  like  and  trust.”  –  Bob  Burg
  20. 20. TradiDonal  MarkeDng  is  Dead                                  But  Why?• Acquiring  New  Customers  Is  More  Expensive“All  things  being  equal,  people  do  business  with,  and  refer  business  to  people  they  know,  like  and  trust.”  –  Bob  Burg
  21. 21. TradiDonal  MarkeDng  is  Dead                                  But  Why?• Acquiring  New  Customers  Is  More  Expensive• Consumers  Aren’t  Listening“All  things  being  equal,  people  do  business  with,  and  refer  business  to  people  they  know,  like  and  trust.”  –  Bob  Burg
  22. 22. TradiDonal  MarkeDng  is  Dead                                  But  Why?• Acquiring  New  Customers  Is  More  Expensive• Consumers  Aren’t  Listening• TradiDonal  Marketers  are  out  of  Touch“All  things  being  equal,  people  do  business  with,  and  refer  business  to  people  they  know,  like  and  trust.”  –  Bob  Burg
  23. 23. TradiDonal  MarkeDng  is  Dead                                  But  Why?• Acquiring  New  Customers  Is  More  Expensive• Consumers  Aren’t  Listening• TradiDonal  Marketers  are  out  of  Touch• Modern  Consumers  Crave  Community“All  things  being  equal,  people  do  business  with,  and  refer  business  to  people  they  know,  like  and  trust.”  –  Bob  Burg
  24. 24. TradiDonal  MarkeDng  is  Dead                                  But  Why?• Acquiring  New  Customers  Is  More  Expensive• Consumers  Aren’t  Listening• TradiDonal  Marketers  are  out  of  Touch• Modern  Consumers  Crave  Community• Modern  Consumers  Crave  Brands“All  things  being  equal,  people  do  business  with,  and  refer  business  to  people  they  know,  like  and  trust.”  –  Bob  Burg
  25. 25. Screaming  at  the  Masses
  26. 26. Consumer  Direct  AdverDsingIs  “White  Noise”
  27. 27. Consumer  Direct  AdverDsing• Only  8%  of  consumers  prefer  Internet  AdsIs  “White  Noise”
  28. 28. Consumer  Direct  AdverDsing• Only  8%  of  consumers  prefer  Internet  Ads• 86%  mute  the  TV,  change  the  channel  /skip  adsIs  “White  Noise”
  29. 29. Consumer  Direct  AdverDsing• Only  8%  of  consumers  prefer  Internet  Ads• 86%  mute  the  TV,  change  the  channel  /skip  ads• 75%  of  people  don’t  believe  adverDsementsIs  “White  Noise”
  30. 30. Consumer  Direct  AdverDsing• Only  8%  of  consumers  prefer  Internet  Ads• 86%  mute  the  TV,  change  the  channel  /skip  ads• 75%  of  people  don’t  believe  adverDsements• Only  6%  of  people  in  their  20’s  read  newspapersIs  “White  Noise”
  31. 31. Consumer  Direct  AdverDsing• Only  8%  of  consumers  prefer  Internet  Ads• 86%  mute  the  TV,  change  the  channel  /skip  ads• 75%  of  people  don’t  believe  adverDsements• Only  6%  of  people  in  their  20’s  read  newspapers• Only  41%  believe  search  engine  ads  are  a  good  source  of  product  informaDonIs  “White  Noise”
  32. 32. But  Wait  –  Why  Does  Google  Care?
  33. 33. Let’s  Consider  The  Google  Mission  StatementGoogle’s  mission  is  to  organize  the  world’s  informaDon  and  make  it  universally  accessible  and  useful.  
  34. 34. And  the  Google  Webmaster  Guidelines:
  35. 35. And  the  Google  Webmaster  Guidelines:• User  Experience  is  Key
  36. 36. And  the  Google  Webmaster  Guidelines:• User  Experience  is  Key• Develop  InformaDon-­‐Rich  Websites
  37. 37. And  the  Google  Webmaster  Guidelines:• User  Experience  is  Key• Develop  InformaDon-­‐Rich  Websites• Make  Pages  for  Users
  38. 38. And  the  Google  Webmaster  Guidelines:• User  Experience  is  Key• Develop  InformaDon-­‐Rich  Websites• Make  Pages  for  Users• Don’t  Deceive  Users
  39. 39. And  the  Google  Webmaster  Guidelines:• User  Experience  is  Key• Develop  InformaDon-­‐Rich  Websites• Make  Pages  for  Users• Don’t  Deceive  Users• Think  About  What  Makes  Your  Website(and  Brand)  Unique
  40. 40. And  the  Google  Webmaster  Guidelines:• User  Experience  is  Key• Develop  InformaDon-­‐Rich  Websites• Make  Pages  for  Users• Don’t  Deceive  Users• Think  About  What  Makes  Your  Website(and  Brand)  Unique• Content  is  King
  41. 41. The  Number  of  Websites  Online  is  Growing  ExponenDally.
  42. 42. The  Number  of  Websites  Online  is  Growing  ExponenDally.• 51  million  –  Number  of  new  websitesin  2012  alone.
  43. 43. The  Number  of  Websites  Online  is  Growing  ExponenDally.• 51  million  –  Number  of  new  websitesin  2012  alone.• 35%  Increase  in  Web  Page  Content
  44. 44. The  Number  of  Websites  Online  is  Growing  ExponenDally.• 51  million  –  Number  of  new  websitesin  2012  alone.• 35%  Increase  in  Web  Page  Content• 2.4  billion  –  Number  of  Internet  users  worldwide.
  45. 45. The  Number  of  Websites  Online  is  Growing  ExponenDally.• 51  million  –  Number  of  new  websitesin  2012  alone.• 35%  Increase  in  Web  Page  Content• 2.4  billion  –  Number  of  Internet  users  worldwide.• 144  billion  –  Total  email  traffic  per  day  worldwide.
  46. 46. The  Number  of  Websites  Online  is  Growing  ExponenDally.• 51  million  –  Number  of  new  websitesin  2012  alone.So  –  How  Does  Google  Enforce  Their  Rules  in  a  Really  Big  Internet  World?• 35%  Increase  in  Web  Page  Content• 2.4  billion  –  Number  of  Internet  users  worldwide.• 144  billion  –  Total  email  traffic  per  day  worldwide.
  47. 47. Meet  Google  Panda…
  48. 48. Queue  Stage  Lek,  The  Farmer  –  AKA  Panda  Update  
  49. 49. Queue  Stage  Lek,  The  Farmer  –  AKA  Panda  Update  • Primarily  a  Site  Quality  Update
  50. 50. Queue  Stage  Lek,  The  Farmer  –  AKA  Panda  Update  • Primarily  a  Site  Quality  Update• First  launched  February  23,  2011
  51. 51. Queue  Stage  Lek,  The  Farmer  –  AKA  Panda  Update  • Primarily  a  Site  Quality  Update• First  launched  February  23,  2011• Series  of  “IteraDons”
  52. 52. Queue  Stage  Lek,  The  Farmer  –  AKA  Panda  Update  • Primarily  a  Site  Quality  Update• First  launched  February  23,  2011• Series  of  “IteraDons”• “Baked”  into  Google  March  14,  2013
  53. 53. Queue  Stage  Lek,  The  Farmer  –  AKA  Panda  Update  • Primarily  a  Site  Quality  Update• First  launched  February  23,  2011• Series  of  “IteraDons”• “Baked”  into  Google  March  14,  2013• Hurts  Websites  that  Neglect  User  Experience
  54. 54. Queue  Stage  Lek,  The  Farmer  –  AKA  Panda  Update  • Primarily  a  Site  Quality  Update• First  launched  February  23,  2011• Series  of  “IteraDons”• “Baked”  into  Google  March  14,  2013• Hurts  Websites  that  Neglect  User  Experience• Results  in  Dropped  Rankings  for  Offending  Sites
  55. 55. Meet  Google  Penguin…
  56. 56. Queue  Stage  Right  –  The  “Penguin”  Update
  57. 57. • Primarily  a  “Link”  UpdateQueue  Stage  Right  –  The  “Penguin”  Update
  58. 58. • Primarily  a  “Link”  Update• First  launched  April  24,  2012Queue  Stage  Right  –  The  “Penguin”  Update
  59. 59. • Primarily  a  “Link”  Update• First  launched  April  24,  2012• Series  of  “IteraDons”Queue  Stage  Right  –  The  “Penguin”  Update
  60. 60. • Primarily  a  “Link”  Update• First  launched  April  24,  2012• Series  of  “IteraDons”• Hurt  Websites  that  Carried  Paid  or  Poor  Quality  LinksQueue  Stage  Right  –  The  “Penguin”  Update
  61. 61. • Primarily  a  “Link”  Update• First  launched  April  24,  2012• Series  of  “IteraDons”• Hurt  Websites  that  Carried  Paid  or  Poor  Quality  Links• Results  in  Dropped  Rankings  for  Offending  SitesQueue  Stage  Right  –  The  “Penguin”  Update
  62. 62. • Primarily  a  “Link”  Update• First  launched  April  24,  2012• Series  of  “IteraDons”• Hurt  Websites  that  Carried  Paid  or  Poor  Quality  Links• Results  in  Dropped  Rankings  for  Offending  SitesSo  How  Do  I  Avoid  These  Deadly  (But  Cute)  Animals  and                                Generate  Some  Real  Google  Love?Queue  Stage  Right  –  The  “Penguin”  Update
  63. 63. Build  An  Awesome  Brand  On  and  Offline
  64. 64. Begin  Improving  Your  Brand
  65. 65. Begin  Improving  Your  Brand• Listen  To  Your  Customers
  66. 66. Begin  Improving  Your  Brand• Listen  To  Your  Customers• AcDvely  Engage  Your  Customers  With  Great  Content
  67. 67. Begin  Improving  Your  Brand• Listen  To  Your  Customers• AcDvely  Engage  Your  Customers  With  Great  Content• Demonstrate  Your  ExperDse
  68. 68. Begin  Improving  Your  Brand• Listen  To  Your  Customers• AcDvely  Engage  Your  Customers  With  Great  Content• Demonstrate  Your  ExperDse• Address  Consumer  “Pain  Points”
  69. 69. Begin  Improving  Your  Brand• Listen  To  Your  Customers• AcDvely  Engage  Your  Customers  With  Great  Content• Demonstrate  Your  ExperDse• Address  Consumer  “Pain  Points”• Build  an  Awesome  Consumer  Experience  Online
  70. 70. Begin  Improving  Your  Brand• Listen  To  Your  Customers• AcDvely  Engage  Your  Customers  With  Great  Content• Demonstrate  Your  ExperDse• Address  Consumer  “Pain  Points”• Build  an  Awesome  Consumer  Experience  OnlineThe  Face  of  Your  Brand  is  Your  Website…
  71. 71. Grow  and  Thrive  Online
  72. 72. Grow  and  Thrive  Online• Focus  on  Making  a  Great  Website
  73. 73. Grow  and  Thrive  Online• Focus  on  Making  a  Great  Website• Focus  on  SDckiness,  Usability
  74. 74. Grow  and  Thrive  Online• Focus  on  Making  a  Great  Website• Focus  on  SDckiness,  Usability• Give  Consumers  Reasons  to  Revisit  and  Share  Your  Brand
  75. 75. Grow  and  Thrive  Online• Focus  on  Making  a  Great  Website• Focus  on  SDckiness,  Usability• Give  Consumers  Reasons  to  Revisit  and  Share  Your  Brand• Ensure  Your  Message  is  Heard  in  as  Many  Places  as  Possible…
  76. 76. Grow  and  Thrive  Online• Focus  on  Making  a  Great  Website• Focus  on  SDckiness,  Usability• Give  Consumers  Reasons  to  Revisit  and  Share  Your  Brand• Ensure  Your  Message  is  Heard  in  as  Many  Places  as  Possible…• Engage  Your  Audience,  Don’t  Market  “At”  Them
  77. 77. Grow  and  Thrive  Online• Focus  on  Making  a  Great  Website• Focus  on  SDckiness,  Usability• Give  Consumers  Reasons  to  Revisit  and  Share  Your  Brand• Ensure  Your  Message  is  Heard  in  as  Many  Places  as  Possible…Be  Everywhere  –  Prominent  In  Search  Engines,  Social  Media,  Pay  Per  Click,  Pinterest,  and  many  others…• Engage  Your  Audience,  Don’t  Market  “At”  Them
  78. 78. But  Wait,  I  Don’t  Have  an  Online  Presence,  Yet?
  79. 79. No  Problem  –  Start  With  the  Basics!
  80. 80. No  Problem  –  Start  With  the  Basics!• Build  a  Great  Website
  81. 81. No  Problem  –  Start  With  the  Basics!• Build  a  Great  Website• Develop  A  MarkeDng  Plan
  82. 82. No  Problem  –  Start  With  the  Basics!• Build  a  Great  Website• Consider  Each  Channel  an  Extension  ofBrand• Develop  A  MarkeDng  Plan
  83. 83. No  Problem  –  Start  With  the  Basics!• Build  a  Great  Website• Consider  Each  Channel  an  Extension  ofBrand• Develop  A  MarkeDng  Plan• Highest  ROI  Channels  –  SEO  andContent  MarkeDng
  84. 84. No  Problem  –  Start  With  the  Basics!• Build  a  Great  Website• Consider  Each  Channel  an  Extension  ofBrand• Develop  A  MarkeDng  Plan• Highest  ROI  Channels  –  SEO  andContent  MarkeDng• Stay  Consistent
  85. 85. No  Problem  –  Start  With  the  Basics!• Build  a  Great  Website• Consider  Each  Channel  an  Extension  ofBrand• Develop  A  MarkeDng  Plan• Highest  ROI  Channels  –  SEO  andContent  MarkeDng• Stay  ConsistentOK,  What  If  I  Already  Engage  in  Online  MarkeDng?
  86. 86. Audit  What  You’ve  Got!
  87. 87. Audit  What  You’ve  Got!• Does  it  Generate  Trackable  Revenue?
  88. 88. Audit  What  You’ve  Got!• Does  it  Generate  Trackable  Revenue?• Does  it  Support  Key  Message  of  Brand?
  89. 89. Audit  What  You’ve  Got!• Does  it  Generate  Trackable  Revenue?• Does  it  Support  Key  Message  of  Brand?• Is  it  Delivered  Transparently  to  You?
  90. 90. Audit  What  You’ve  Got!• Does  it  Generate  Trackable  Revenue?• Does  it  Support  Key  Message  of  Brand?• Is  it  Delivered  Transparently  to  You?• Does  it  Feel  White  Hat  /  Above  Board?
  91. 91. Audit  What  You’ve  Got!• Does  it  Generate  Trackable  Revenue?• Does  it  Support  Key  Message  of  Brand?• Is  it  Delivered  Transparently  to  You?And  Remember,  the  Key  Is  Consistent,  AcDve  Engagement• Does  it  Feel  White  Hat  /  Above  Board?
  92. 92. Some  Takeaways  (Without  Delivery  Charges)
  93. 93. 5  Takeaways
  94. 94. 5  Takeaways• Building  Your  Brand  is  Everything
  95. 95. 5  Takeaways• Building  Your  Brand  is  Everything• Demonstrate  How  You  Are  Expert
  96. 96. 5  Takeaways• Building  Your  Brand  is  Everything• Demonstrate  How  You  Are  Expert• Engage  Consumers  in  Online  MarkeDng
  97. 97. 5  Takeaways• Building  Your  Brand  is  Everything• Demonstrate  How  You  Are  Expert• Always  Be  Consistent• Engage  Consumers  in  Online  MarkeDng
  98. 98. 5  Takeaways• Building  Your  Brand  is  Everything• Build  a  Brand  or  Be  EatenBy  Google  Animals• Demonstrate  How  You  Are  Expert• Always  Be  Consistent• Engage  Consumers  in  Online  MarkeDng
  99. 99. 5  Takeaways• Building  Your  Brand  is  Everything• Build  a  Brand  or  Be  EatenBy  Google  Animals• Demonstrate  How  You  Are  Expert• Always  Be  Consistent• Engage  Consumers  in  Online  MarkeDngDo  This,  and  Your  Customers  and  Will  Love  You…And
  100. 100. You  Won’t  Get  Poked  by  The  Next  Google  Animal
  101. 101. Thank  You!Todd  MumfordRiverbed  MarkeDngtodd@riverbedmarkeDng.comPh.  (604)  380-­‐4003  
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  104. 104. if you enjoyed, please share.for more like this follow us@teamstudiothink
  105. 105. if you enjoyed, please share.for more like this follow us@teamstudiothinkor visit our website
  106. 106. if you enjoyed, please share.for more like this follow us@teamstudiothinkor visit our websitewww.studiothink.com

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