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

1. The Evolution Of Google
Martin Dinham

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. 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. Page rank
• Based on the academic paper citation system
We assume page A has pages T1...Tn which point to it (i.e., are
citations). The parameter d is a damping factor which can be set
between 0 and 1. We usually set d to 0.85. There are more details
about d in the next section. Also C(A) is defined as the number of links
going 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 web
pages, so the sum of all web pages' PageRanks will be one.

6. Google jobs - 1999

7. The original Google chef (Charlie Ayres) left in 2006 with $20million of stock…

8. October 2000

9. 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

11. Copyright ©2011 Channel Computing Limited

12. What does this mean for us ?
• Panda Update – Feb 2011 and on….
• Targeting “shallow and low quality” content
sites

13. 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

14. 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

16. Copyright ©2011 Channel Computing Limited

17. Copyright ©2011 Channel Computing Limited

19. 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%

20. Actions (content based)
• Implement social plug ins
• Implement user reviews

21. What does this mean for us ?
• Penguin Update – May 2012
• Targeting over aggressive linking

22. 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

23. 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…

24. What happens if we don’t listen -
Penguin…?

25. How do I know…?
• Traffic !
• “Unnatural Links” warnings in Google
Webmaster Tools.

26. What do I do ?
• Check your backlinks using tools – Majestic
SEO, Linkdex
• Google Link Disavow tool
• Reinclusion request

27. What next ?
• Continuing the direction of travel, but
particularly….;
• Further social signal integration (G+)
• Further mobile and localisation focus

28. 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

29. Google+, authorship

30. 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

33. 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

34. 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 !

35. Thankyou !
• www.channeldigital.co.uk
• 01326 567150
• martin@channeldigital.co.uk
• http://uk.linkedin.com/in/martindinham