Estudio34 Presnets Panda to Blackswan


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  • The event is a surprise (to the observer)The event has a major impactAfter its first recording, the event is rationalised by hindsight, as if it could have been expected (for example, the relevant data was available but was previously not accounted for)
  • SEO is simply far too important to treat as an out-of-sight, out-of-mind undertaking
  • SEO is simply far too important to treat as an out-of-sight, out-of-mind undertaking
  • Estudio34 Presnets Panda to Blackswan

    1. 1. From Panda to Black Swan... via Turkeys and Guinea PigsPropellernet / Search and Social Experts
    2. 2. Why are wesurprised?
    3. 3. Defining black swan events... 1. The event is a surprise (to the observer) 2. The event has a major impact 3. The event is later rationalised by hindsight, as if it could have been expected Source: IMRG/Capgemini (2010)
    4. 4. It depends on your point of view What is a Black Swan surprise for the turkey is not a Black Swan surprise for the turkey farmer Source: IMRG/Capgemini (2010)
    5. 5. But shouldn‟t we bean industry of turkey farmers?! One piece of advice I give to SEO masters is, dont chase after Googles algorithm, chase after your best interpretation of what users want, because thats what Googles chasing after. Matt Cutts (Google) (2011)
    6. 6. It‟s not just good, old-fashioned altruism... Google Bing Yahoo! Ask Others UK Search Engine Market Share February 2012 - Experian Hitwise
    7. 7. A Black Swan isn’talways a Panda
    8. 8. Tough love hurts...At 7pm EST on Wednesday 9 February, JC Penney was the numberone result for „Samsonite carry on luggage.‟By 9pm it was number 71At 7pm on Wednesday, Penney was number one for „living roomfurniture.‟By 9pm it was number 68
    9. 9. In other words... ... one moment Penney was the most visible online destination for living room furniture in the country. The next it was essentially buried.
    10. 10. Was JC Penney hit by a Black Swan? [Cutts] said Google had detected previous guidelines violations related to on three occasions... Each time, steps were taken that reduced Penney‟s search results - Cutts avoids the word “punished” - but Google did not later “circle back” to the company to see if it was still breaking the rules.
    11. 11. Or an Invisible Gorilla? While its easy to wonder how Google missed JC Penneys paid backlinks... the bigger question is how JC Penney apparently missed them too. Source: IMRG/Capgemini (2010)
    12. 12. Or is it just „complicated‟? JC Penney did not authorize, and we were not involved with or aware of, the posting of the links that you sent to us, as it is against our natural search policies... Source: IMRG/Capgemini (2010)
    13. 13. Identify areas ofvulnerability to turnblack swans white
    14. 14. Ready to roll... In 2012, I believe Googles search quality folks will roll out algorithmic changes in how they value low quality links that help them regain pride in their work. The embarrassment and quality gap caused by linkspam is egregious and, if left to stand, gives competitors an opening while simultaneously weakening searchers trust in Googles results. Source: IMRG/Capgemini (2010)
    15. 15. with the punches? Just as "content farms" took their hits in 2011, I think link spams up for some blows in 2012. Source: IMRG/Capgemini (2010)
    16. 16. This is what some of your peers saidEverybody else is doing it It works At worst Google will discount those linksFast, short term results Clients are asking us to “I‟ve got a huge monthly billdominate our culture. My produce results fast. We‟re for paid links and I don‟tboss wants results now... on a performance deal so even know if they areand fast paid links help us to working... achieve results...
    17. 17. 60% of respondents pay for linksDo you pay for (followed) links as part of your SEO strategy? 32% 40% 28% Attitudes to paid links and risk - 2012 65 respondents - we‟d like more!
    18. 18. 57% are confident paid links are working...If you do buy (followed) links, do you think they are working for you? 36% 57% 7% Attitudes to paid links and risk - 2012 65 respondents - we‟d like more!
    19. 19. 10% of bosses / clients are in the dark....If you do buy (followed) links, does your boss/client understand yourstrategy and risks involved? 36% 54% 10% Attitudes to paid links and risk - 2012 65 respondents - we‟d like more!
    20. 20. Visualising (in)vulnerability
    21. 21. Visualising vulnerability
    22. 22. Visualising vulnerability – life after Guinea Pig
    23. 23. It‟s a bit of a worry given that 50% ofSEO success is down to online reputation Will experience in attempting to simulate reputation stand you in good stead this year? What about 2013? And 2014? What‟s your insurance policy?
    24. 24. How do you manage risk?How transparent is activity?How much do your colleagues understand about the decisionsyou‟re taking and the reasoning behind them? All images
    25. 25. If we don’t start toinnovate in theseareas then others will
    26. 26. Are you ready forPR agencies to leaddigital?!
    27. 27. Do we want to be directors or technicians?
    28. 28. Let’s go back to theturkey farm
    29. 29. That’s it... 01273 760970Propellernet / Search and Social Experts
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