The Evolution Of GoogleMartin Dinham
Why am I here…?• The business formerly known as Channel  Computing – since 2006• Me - over 10 years of SEO experience• Bas...
The original history….• Larry Page / Sergey Brin. Met in 1995 at  Stanford on Computer Science PHD.• 1996. Invented “Back ...
Page rank• Based on the academic paper citation systemWe assume page A has pages T1...Tn which point to it (i.e., arecitat...
Google jobs - 1999
The original Google chef (Charlie Ayres) left in 2006 with $20million of stock…
October 2000
SEO in the old days….• Page relevance, especially for non Google  search engines• Proliferation of “doorway” page generato...
Copyright ©2011 Channel Computing Limited
What does this mean for us ?• Panda Update – Feb 2011 and on….• Targeting “shallow and low quality” content  sites
The actions…• On site content   “Just because somebody dots every I and crosses  every T and gets all their HTML structure...
The Actions• Content marketing • Development of quality, unique on site content.  It doesn’t have to be textual;  - video...
Copyright ©2011 Channel Computing Limited
Copyright ©2011 Channel Computing Limited
What happens if we don’t listen– Panda (2 years on)…?   Domain                   Current Gain or Loss Pre Panda          %...
Actions (content based)• Implement social plug ins• Implement user reviews
What does this mean for us ?• Penguin Update – May 2012• Targeting over aggressive linking
The Actions• The death of “conventional” bulk linkbuilding;  - directories  - link networks  - article sites• Crackdown on...
The Actions• As per Panda – make your site a genuine resource• Don’t think like an SEO, think like a publisher• If you hav...
What happens if we don’t listen -Penguin…?
How do I know…?• Traffic !• “Unnatural Links” warnings in Google  Webmaster Tools.
What do I do ?• Check your backlinks using tools – Majestic  SEO, Linkdex• Google Link Disavow tool• Reinclusion request
What next ?• Continuing the direction of travel, but  particularly….;• Further social signal integration (G+)• Further mob...
Things you can do• The usual suspects…. Syndicating your content to  a wider audience• Niche networks and social bookmarki...
Google+, authorship
Structured Data• Enables search engines to make sense of data in  your HTML• Standard Google (and other search engines) da...
Implementing structured data• Read the Schema.org documentation• www.schema-creator.org• Google structured data testing to...
In summary•   Things have changed •   Be more cautious than you were…•   Focus on content creation and quality•   Social....
Thankyou !• www.channeldigital.co.uk• 01326 567150• martin@channeldigital.co.uk• http://uk.linkedin.com/in/martindinham
The Evolution of Google - Digpen Google March13
The Evolution of Google - Digpen Google March13
The Evolution of Google - Digpen Google March13
The Evolution of Google - Digpen Google March13
The Evolution of Google - Digpen Google March13
The Evolution of Google - Digpen Google March13
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The Evolution of Google - Digpen Google March13

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Evolution of Google presentation, Martin Dinham, Digpen V1, 23rd March 2013

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The Evolution of Google - Digpen Google March13

  1. 1. The Evolution Of GoogleMartin Dinham
  2. 2. Why am I here…?• The business formerly known as Channel Computing – since 2006• Me - over 10 years of SEO experience• Based in Penryn• Web Development and marketing, in particular SEO• 12 strong
  3. 3. The original history….• Larry Page / Sergey Brin. Met in 1995 at Stanford on Computer Science PHD.• 1996. Invented “Back Rub”, later renamed as Google
  4. 4. Page rank• Based on the academic paper citation systemWe assume page A has pages T1...Tn which point to it (i.e., arecitations). The parameter d is a damping factor which can be setbetween 0 and 1. We usually set d to 0.85. There are more detailsabout d in the next section. Also C(A) is defined as the number of linksgoing out of page A. The PageRank of a page A is given as follows:PR(A) = (1-d) + d (PR(T1)/C(T1) + ... + PR(Tn)/C(Tn))Note that the PageRanks form a probability distribution over webpages, so the sum of all web pages PageRanks will be one.
  5. 5. Google jobs - 1999
  6. 6. The original Google chef (Charlie Ayres) left in 2006 with $20million of stock…
  7. 7. October 2000
  8. 8. SEO in the old days….• Page relevance, especially for non Google search engines• Proliferation of “doorway” page generators etc• Google driven by bulk linkbuilding to take advantage of Page Rank algorithm
  9. 9. Copyright ©2011 Channel Computing Limited
  10. 10. What does this mean for us ?• Panda Update – Feb 2011 and on….• Targeting “shallow and low quality” content sites
  11. 11. The actions…• On site content “Just because somebody dots every I and crosses every T and gets all their HTML structure right, doesn’t mean that it’s good content. Even if you do brain-dead stupid things and shoot yourself in the foot, but have good content, we still want to return it.” Matt Cutts, Head of Search Quality, Google
  12. 12. The Actions• Content marketing • Development of quality, unique on site content. It doesn’t have to be textual; - video - reviews etc• Making your site a genuine market resource
  13. 13. Copyright ©2011 Channel Computing Limited
  14. 14. Copyright ©2011 Channel Computing Limited
  15. 15. What happens if we don’t listen– Panda (2 years on)…? Domain Current Gain or Loss Pre Panda % Recovery money.co.uk 193% 293% trustpilot.co.uk 186% 286% pcadvisor.co.uk 72% 172% techradar.com 68% 168% softonic.com 47% 147% passport.net 8% 108% londontown.com 8% 108% play.com -11% 89% pocket-lint.com -16% 84% justtheflight.co.uk -19% 81% aceshowbiz.com -21% 79% computerweekly.com -28% 72% about.com -31% 69% qype.co.uk -34% 66% screenrush.co.uk -39% 61% yourdictionary.com -39% 61% just-food.com -55% 45% itproportal.com -63% 37% soccerlens.com -65% 35% answers.com -68% 32% squidoo.com -69% 31% broadbandgenie.co.uk -70% 30% reghardware.com -71% 29% mobileshop.com -73% 27% discountvouchers.co.uk -80% 20% phonesreview.co.uk -81% 19% Data from SearchMetrics techworld.com -82% 18% / Screaming Frog techwatch.co.uk -83% 17%
  16. 16. Actions (content based)• Implement social plug ins• Implement user reviews
  17. 17. What does this mean for us ?• Penguin Update – May 2012• Targeting over aggressive linking
  18. 18. The Actions• The death of “conventional” bulk linkbuilding; - directories - link networks - article sites• Crackdown on openly paid links• Encouragement of relevance and “quality” in linkbuilding
  19. 19. The Actions• As per Panda – make your site a genuine resource• Don’t think like an SEO, think like a publisher• If you have good content, people will link to it• They might also want it on their site…
  20. 20. What happens if we don’t listen -Penguin…?
  21. 21. How do I know…?• Traffic !• “Unnatural Links” warnings in Google Webmaster Tools.
  22. 22. What do I do ?• Check your backlinks using tools – Majestic SEO, Linkdex• Google Link Disavow tool• Reinclusion request
  23. 23. What next ?• Continuing the direction of travel, but particularly….;• Further social signal integration (G+)• Further mobile and localisation focus
  24. 24. Things you can do• The usual suspects…. Syndicating your content to a wider audience• Niche networks and social bookmarking services• Google+; - authorship (authority, Click Through Rates) - +1’s
  25. 25. Google+, authorship
  26. 26. Structured Data• Enables search engines to make sense of data in your HTML• Standard Google (and other search engines) data structure – www.schema.org• People, products, events, reviews, movies, books etc• Increases Click Through Rates from search engines
  27. 27. Implementing structured data• Read the Schema.org documentation• www.schema-creator.org• Google structured data testing tool; http://www.google.com/webmasters/tools/richs nippets• Check your Google Webmaster Tools account
  28. 28. In summary• Things have changed • Be more cautious than you were…• Focus on content creation and quality• Social. User reviews.• Pay attention to Googles products – localisation and G+ in particular• Make use of structured data• Think of the end user, not the search engine !
  29. 29. Thankyou !• www.channeldigital.co.uk• 01326 567150• martin@channeldigital.co.uk• http://uk.linkedin.com/in/martindinham

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