In this newsletter, we’re addressing all the recent changes that have been going on in the SEO world. The article on relevance explains what you can do to increase your rankings, simply by making your website more relevant to your users. We also share which factors indicate relevance in the eyes of the search engines. The VERY long info graphic explains Google’s Panda update. It was first released over 12 months ago and it has made a big impact – now this info graphic is a simple way to understand the changes and how they have impacted the world wide web.

1. Internet Marketing
Newsletter
Edition 16 , April 2012
Relevance, Google Changes and The Panda Update
In this newsletter, we’re addressing all the recent changes that
have been going on in the SEO world.
Interesting Facts:
The article on relevance explains what you can do to increase
your rankings, simply by making your website more relevant to
your users. We also share which factors indicate relevance in In 2010, the Internet
the eyes of the search engines. contributed 3,6% or $50 billion
to the Australian economy.
The VERY long info graphic explains Google’s Panda update. It
(Source: Deloitte Access Economics)
was first released over 12 months ago and it has made a big
impact – now this info graphic is a simple way to understand the
There was a 29 % growth in
changes and how they have impacted the world wide web.
online spending in 2011, with
an estimated value of online
As always, if you have any questions
about our products or services, or any sales in Australia of $10.5 billion
for the year.
feedback for our newsletter, we would love
to hear from you. (Source: NAB Online Retail Sales
Index)
All the best,
At 37%, Australians have the
Janna Jungclaus highest adaption of mobile
phone use in the world, based
And the Eminent Online Marketing Team on the percentage of people who
own a mobile phone.
Mob: 0423 369 070
The most popular mobile phone
behaviours include: calling a
business, visiting a business,
looking a business up on
maps.
(Source: Our Mobile Planet (Google,
ISOS, Mobile Marketing Association))

2. The Core Principle of SEO: Relevance
There is one core principle for SEO, or any search really, that tops any technical mumbo jumbo.
This principle is RELEVANCE.
The aim for Google, and most other search engines, is to display the results that are most
relevant to the key terms that users typed in. In fact, Google has recently made an
announcement that overly SEO’d websites would be dropped in the rankings, in favour of more
relevant websites.
Now, how does a search engine determine whether a website is relevant for a searcher? Here
are some indicators.
Content
Search engine bots can ‘read’ the content of your
website and they can determine whether or not it is
relevant to the search term. For example it will look
for the search term, or a similar term, to be
mentioned in your content. However, it will also
look at whether you mention these keywords too
often – in that case it would be determined to be
overly SEOd. Keywords are considered in
“themes”, so using your main keyword together
with related keywords mixes up the content.
Time spent on site
The search engines can monitor how long
someone spends on your website – especially if
you use tools such as Google Analytics and Google
Webmaster Tools that feed the information straight
back to the big Google engine. The longer
someone spends on your site, and the more pages
they look at, the more relevant your website is
deemed for the user.
Social Signs
Social signs are becoming increasingly more
important in search engine algorithms because
they determine how relevant the content is to
people. If the content is important to people and

3. their networks, than today’s active internet users are likely to share it on social sites such as
Twitter, Facbeook, Google Plus and social bookmarking sites. Most social sites also have the
ability to give content the thumbs up or thumbs down site, which gives a direct indication of
whether the content is useful for others or not.
Links
Links have always been at the core of SEO, determining whether a website is important to other
websites. Every link to your website indicates that someone else thinks it’s worth linking to. While
links remain important and indicate some relevance of your website, other signs (especially social
signs) are also being considered. Be careful: Too many links to your website, and especially links
that have been bought or come from a source this is untrustworthy in the search engine’s eyes
indicate an overly SEO’d site and may be dropped from search engine rankings.
What You Can Do
Here is a summary of our tips to increase your relevancy for users and also encourage higher
rankings.
§ Make sure you have fresh and relevant content on your website. Remember that relevance to
your readers should be your most important priority.
§ You should add Google +1 buttons to your website.
§ Social profiles are more important than ever. Encourage your readers and website visitors to
Like you, +1 you, Tweet you, etc.
§ Mix up your content media. Use written content like blog posts mixed with videos and images.
Issue online press releases if you have news coming out.
The Google Panda Update
It’s been over a year since Google released it’s now infamous Panda update. The update, which
was essentially an update to Google’s search algorithm or the way they deliver results, was
aimed at lowering the rank of "low-quality sites" and return higher-quality sites near the top of the
search results. As a result there was an increase in the rankings of news and social networking
sites, and a drop in rankings for sites containing large amounts of advertising.
As a result of the update Google gathered feedback and gave tips through its blog and its Google
Webmaster Tools interface so that webmasters could ensure their websites would still rank well.
Here is an info graphic summary of the Google Panda update and its effects on website, re-
published with the permission of searchengineland.com

7. Until Next Month
Hopefully, after reading this newsletter you’ve got a clearer picture of exactly what is relevant in
SEO. The main lesson is to always prioritise your users. On that note, please send us any
feedback questions or suggestions for next month’s newsletter!
Kind regards,
Janna & the Eminent Online Marketing Team