LUON WassUp Recap March 2013 - 1. the search landscape
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LUON WassUp Recap March 2013 - 1. the search landscape

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LUON WassUp Recap March 2013 - 1. the search landscape LUON WassUp Recap March 2013 - 1. the search landscape Presentation Transcript

  • 1
  • 1. In Pursuit of Google 2
  • 1. In Pursuit of GooglePenguin & Panda?Over the last couple of months, the so-called ‘Panda’ and ‘Penguin’ updates, have stirredup the SEO community. 3
  • 1. In Pursuit of GoogleMeet PandaNavneet Panda optimized the machine learning algorithm at Google, making it possible toput it into general use for the Google search engine. 4
  • 1. In Pursuit of GoogleHow Panda works usage metrics Machine + Learning Quality Raters (find + similarities) Machine - Learning - (find similarities)Unlike the normal Google algorithm which is updated each time Google crawls your page,the Panda algorithm runs in iterative updates when the ‘data is refreshed’. 5
  • 1. In Pursuit of GooglePanda victims websites (*)…  offering thin or duplicate content  that are perceived as spammy  with too many ads above the fold  with non-authorative links  with high bounce rates(*) Google Panda affects the ranking of an entire site or a specific section rather than justthe individual pages on a site 6
  • 1. In Pursuit of GoogleFeeding the Panda “ With Panda, Google –for the first time- puts the user experience into the SEO equation! Focus on design and user experience1| don’t put too many ads above the fold, can visitors navigate easily?, … 7
  • 1. In Pursuit of GoogleFeeding the Panda Focus on content quality2| unique, usable content is not enough: users must want to share it and say ‘wow’ 8
  • 1. In Pursuit of GoogleFeeding the Panda Optimize around user and usage metrics3| Time on site, bounce rate, browse rate, CTR’s from SERP’s, traffic quality 9
  • 1. In Pursuit of GoogleEnter the Penguin “ In the pursuit of higher rankings or traffic, a few sites use techniques that don’t benefit users, where the intent is to look for shortcuts or loopholes that would rank pages higher than they deserve to be ranked. We see all sorts of webspam techniques every day, from keyword stuffing to link schemes that attempt to propel sites higher in rankings. - GoogleOn April 24, Google rolled out the ‘Penguin’ update targeting websites not followingGoogle SEO quality guidelines. 10
  • 1. In Pursuit of GooglePenguin victims hosted by The Hosting Companyexample of a site with unusual linking patterns that is affected by the Penguin update. 11
  • 1. In Pursuit of Google 12
  • 1. In Pursuit of GoogleThe Exact-Match Domain (EMD) updateOn October 2nd, Google changed its algorithm to reduce the impact of exact-matchdomains on search results. 13
  • 2. Towards a Semantic Web 14
  • 2. Towards a Semantic WebThe big problem or orPeople are using search engines to find answers to the questions they face on theircustomer journeys. Relevancy in answer to a query is everything. 15
  • 2. Towards a Semantic WebFrom links to thingsUsing schema.org, web publishers can ‘tag’ their content to reflect the object it’sdescribing, be it a book, a movie, a recipe, an event, a place, .... 16
  • 2. Towards a Semantic WebFrom links to thingsGoogle uses semantic markup to create ‘rich snippets’ in the search engine result pages. 17
  • 2. Towards a Semantic WebFrom links to thingsGoogle uses semantic markup to create ‘rich snippets’ in the search engine result pages. 18
  • 2. Towards a Semantic WebFrom links to things Rich Snippets many companies have users know SE of seen a RI what to expect 20%-40% + before in click-through entering the site More qualified visitors who are likely to stay on the site longer 19
  • July 31, 2012Google launches ‘structured data dashboard’ Google Rich Snippets testing toolTo provide webmasters with greater visibility into the structured data that Google knowsabout, Google launched the Structured Data Dashboard inside Google Webmaster Tools. 20
  • September 17, 2012Towards a Unified Search InterfaceUsing semantic markup, Google is able to create either verticals for eg recipes and news,or –as a requested patent indicates- a unified search interface offering filtering options. 21
  • May 16, 2012The Google Knowledge Graph click next for videoThe Google Knowledge Graph is about helping users discover new information quicklyand easily. 22
  • 2. Towards a Semantic WebGet ready for AuthorRank “ There are a lot of stupid people out there … and stupid people shouldn’t write. … There needs to be a better system for tuning down the stupid people and tuning up the smart people. - Jason Calacanis, Internet entrepreneur and bloggerThe idea behind AuthorRank is that your reputation as a content creator will influence theranking of search results. 23
  • 2. Towards a Semantic WebGet ready for AuthorRank How often is your content shared? How often is your content endorsed (+1, like) How quickly is your content shared? Where the comments of high-quality? Who commented on your content? Who shared your content? How many comments did Did those who shared your content your content generate? have expertise in that topic? Do the same people always share your content? … Who endorsed your content?At this moment it is still uncertain which signals Google in the end will consider forAuthorRank. 24
  • 2. Towards a Semantic WebGet ready for AuthorRank: how to Identity1| create a Google+ account, choose a good profile pic 25
  • 2. Towards a Semantic WebGet ready for AuthorRank: how to Option 1: verified e-mail address Option 2: rel=author markup 1 Check that you have a email address on the same domain as your content 1 Create a link to your Google+ profile from your webpage: <a href= 2 "[profile_url]?rel=author">my Make sure that each article or post you name</a> publish on that domain has a clear byline identifying you as the author 2 In the ‘Contributor To’ section, add a reciprocal link back from your profile to 3 Visit the Google+ Authorship page and submit your email address to Google. the site(s) you just updated. https://plus.google.com/authorship digital signatures2| Make sure Google knows which content is yours 26
  • 2. Towards a Semantic WebGet ready for AuthorRank: how to produce content worth sharing and engage3| Content quality, activity and engagement will be important factors. 27
  • August 2012Not just Google: Walmart rolls out semantic searchWalmart.com has already seen about 10 to 15 percent increase in shoppers that completea purchase after searching for a product. 28
  • August 2012Not just Google: Walmart rolls out semantic search Hanna @hanna I love salt! salt condiments movies Angelina Jolie Hanna JulianaWalmart’s Social Genome project uses public data on the Web, proprietary data, andsocial media, to identify interesting entities and relationships. 29
  • 3. Key Take-Aways 30
  • 3. Key Take-AwaysKey Take-Aways1 2 3 With the Panda updates, Google is working on Google has found a way to better understanding what incorporate the user the user is looking for. It is experience into the search slowly implementating result rankings. more and more semantic search features such as rich snippets, the Knowledge Graph and AuthorRank. The Penguin updates focus on fighting webspam such as keyword stuffing (over-optimization) and link schemes. 31
  • Thank you for listening.Now let’s talk.Geert De LaetTechnology evangelistgdelaet@luon.comTwitter: @geertdelaethttp://www.luon.com 32