• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Search engine optimization in the Panda, Penguin, and Hummingbird era
 

Search engine optimization in the Panda, Penguin, and Hummingbird era

on

  • 531 views

The latest techniques for avoiding/recovering from Google penalties, suggestions for effective content marketing, and making the most of social media.

The latest techniques for avoiding/recovering from Google penalties, suggestions for effective content marketing, and making the most of social media.

Statistics

Views

Total Views
531
Views on SlideShare
531
Embed Views
0

Actions

Likes
0
Downloads
1
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution-NonCommercial LicenseCC Attribution-NonCommercial License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Search engine optimization in the Panda, Penguin, and Hummingbird era Search engine optimization in the Panda, Penguin, and Hummingbird era Presentation Transcript

    • The Best Things in Life Are Free Leveraging the Power of Smarter Organic SEO to Drive More Customers to your Website at No Cost to You By Jenny McDermott www.linkedin.com/in/uxdesignermn © 2013 - 2014 Jenny McDermott
    • How SEO has changed over time Phase one of SEO - Keyword Manipulation, Matching character strings Phase Two: Backlinks: Links to your site From others is a “vote” for your Page content Phase Four And FINAL phase: Content is King Phase Three: Social signals: Likes, Retweets, Follows, Plus Ones © 2013 - 2014 Jenny McDermott 1999 - 20061994 - 1999 2006 - present present
    • On-Page Optimization (keywords) Panda algorithm update, February 2011 Page with thin content ehow.com page with thin content Page with good content Healthy cooking guide NO keyword stuffing, purposeful duplicate content, Cloaking, sneaky redirects, or doorway pages © 2013 - 2014 Jenny McDermott Request a manual review Manual Review of Site
    • Making Duplicate Content Okay Url parameters 301 Redirects Don't delete old pages, Put 301 redirect tags on them 301 Redirect tags Neutralize duplicate content to avoid penalties Shopping cart Session IDs Product or other pages that can be sorted How to cope with url parameters <link rel=”canonical” href=”http://www.mycanonicalurl.com”> © 2013 - 2014 Jenny McDermott Canonical urls
    • Beyond Keyword Matching “Things, not strings” Universal Search - Search Engine Results Pages (SERPs) Videos Images right-side columns Links to shopping resources For searches for entities Rich snippets Schema.org markup enables you To make “rich snippets” on your pages How to make rich snippets Open Graph video tags to get thumbnails of videos on your site into the SERPs Open Graph Protocol site Open Graph for Facebook apps © 2013 - 2014 Jenny McDermott
    • Page Rank & Link Juice Get links from other sites to yours... Paid links, esp. from high PR sites Paid reviews Reciprocal link arrangements Links to your page in an article Or press release published on another site Informercials with links back to your site Links from your signature in A forum discussion Links from directories Automated programs to create backlinks Link farms Links from eventbrite event listings Unsolicited editorial links Sources of backlinks: © 2013 - 2014 Jenny McDermott
    • The Penguin Strikes Paid links, esp. from high PR sites Paid reviews Reciprocal link arrangements ? Links to your page in an article Or press release published on another site Informercials with links back to your site Links from your signature in a forum discussion Links from directories ? Automated programs to create backlinks Link farms Links from eventbrite event listings Unsolicited editorial links Penguin 1.0 Algorithm update, April 2012 © 2013 - 2014 Jenny McDermott
    • Defending Against Penguin Avoiding Penguin penalties: 1. Use the nofollow tag in links you write and other sites publish. 2. Check and correct your backlink profile. Use Google disavow tool as last resort Have “unnatural” links removed "Remove 'em" link removal service Find your backlinks Open Site Explorer Manual link data analysis DIY Link analysis and removal © 2013 - 2014 Jenny McDermott About disavowing links
    • Directories These are free and have “DO follow” linking: Nofollow links but lots of stuff for free: manta.com © 2013 - 2014 Jenny McDermott Open Directory dmoz.org Google Places for Business http://www.google.com/local/add/g?hl=en Bing Places for Business https://www.bingplaces.com Bing Rich Captions Yahoo Basic Listing Local listings home page
    • Social Media Signals Social media can help you rank in SERPs Share on bookmark sites AddThis buttons Sharing buttons code Follow Us links to your Facebook, Twitter, LinkedIn, Pinterest, Google+ accounts © 2013 - 2014 Jenny McDermott Follow buttons code
    • Making the Most of Facebook There's more to signals than just “Likes” Facebook social plugins provide a dozen Types of button or box to connect Your site to a visitor's Facebook account Comment widget on Jenny's Website Most don't require you to know how to code Some require rudimentary knowledge of Javascript or php Facebook's social plugins Open Graph video tags will help you to get thumbnails of your videos in the listing of your page In SERPs Open Graph Protocol How-to article on using Open Graph © 2013 - 2014 Jenny McDermott
    • Making the Most of YouTube Make “How-to” videos for YouTube You can link to your site, your social media pages, blogs, or apps from your video, and also put in an Email link so people can mail the video to others You can demo an actual task, Or simply explain how something works Eric the Car Guy Video © 2013 - 2014 Jenny McDermott
    • Making the Most of LinkedIn © 2013 - 2014 Jenny McDermott LinkedIn Company pages can help improve search ranking Put keywords in the link to “Other” websites in your contact information My LinkedIn profile Create targeted variations of your Products and Services page Hubspot LI pages Encourage employees to join LinkedIn and participate in discussion groups My interest groups How to tell if it's a good group: Recent posts High numbers of posters High percentage of replies to posts
    • Making the Most of Twitter In your own Twitter account: Hashtags: put hashtags (#) in your tweets on Keywords for your business or industry. Twitter On your Website: Use the embedded timeline widget Twitter widgets And Twitter cards Twitter card validator Two ways of maximizing the potential of Twitter © 2013 - 2014 Jenny McDermott
    • Making the Most of Google+ Does having a Google+ business page give your site A boost in SERPs ranking? Google says no; professional SEOs say yes Google official on authorship and search rankings Authorship allows you to put content From your site, blog, articles, on your Google+ pages How to set up Google+ authorship Google is the 800-pound gorilla of the Internet. Google Plus is its baby. Consider the implications and act accordingly. © 2013 - 2014 Jenny McDermott Google Hangouts on air Free videoconferencing and broadcasting
    • Content is King! Actually, it always has been. The best possible SEO strategy is Publishing quality content. Web presence is intended To attract and retain customers. Panda and Penguin are ongoing updates. They enforce the “content is king” rule. © 2013 - 2014 Jenny McDermott Hummingbird enables conversational search.
    • Improve the Signal-to-Noise Ratio Create content that speaks to your target audience's wants and needs. Who is your target audience? Who buys from you now? What are their characteristics? How do they use your product or services? © 2013 - 2014 Jenny McDermott
    • Amplify the Signal Find the people who are like your customers... Trade publications Professional association sites Blogs Forums LinkedIn groups Google+ circles Twitter feeds YouTube channels © 2013 - 2014 Jenny McDermott
    • Amplify the Signal ...and talk about their needs, wishes, fears, interests, hopes Your name, company name, brand names, links to site and social media pages in forum and blog comments Suggestions, advice, stories, referrals How-to videos and/or pages Webinars Google on-air hangouts Articles in trade journals Guest blogs Online tools Roof Savings Calculator © 2013 - 2014 Jenny McDermott
    • Getting Conversions & Supporting Customers Give qualified prospects a reason to come back Prospects' buying process B2B buyers may need to get approval from somebody else People must feel safe in order to buy Make it easy for people to buy Prospects may be doing comparison shopping Site design must meet minimal standards Clean and simple Clear, consistent navigation Have someone who doesn't know you test and critique it Site critique forum on sitepoint.com © 2013 - 2014 Jenny McDermott
    • Prove It! How to “Prove It!” Publish research about your product or service, your product or service's impact on end users, trends in your industry Use testimonials from satisfied customers, Certifications, seals of approval, awards, etc. Reviews – Google gives points for good reviews Sitejabber, Yelp, Mentions in authoritative sources in any medium Photos of the building and/or employees Bios of owners and principals Company history Adequate contact information Credibility and Trust , © 2013 - 2014 Jenny McDermott Better Business Bureau