Mike MoranThe 5 Things You Need to Know about theNew Google Search                    Mike Moran                    Chief ...
Mike MoranIt’s not your father’s Google anymore      Optimize your titles      Get links to your pages      Steer clear...
Mike MoranThat Google search box looks the same as ever      Same old logo      Same old search button      And, of cou...
Mike MoranSince 2010, Google has practically remade search     1. It indexes content faster than ever     2. It shows resu...
Mike MoranGoogle Caffeine can keep up with the social Web      Google’s index once took two weeks to update      Now it ...
Mike MoranMany searches now have up-to-the-minute results      Many searches contain results within an hour of       your...
Mike MoranWhat does that mean to a search marketer?      Some       searches       require fresh       results      If y...
Mike MoranGoogle Instant shows results as you type              Show search results    2         faster.8                 ...
Mike MoranWhat happens when people accept suggestions?      Fewer unique keywords, if only because of       misspellings ...
Mike MoranGoogle Instant’s impact is somewhat overblown      Only some searches use Instant      Searches that don’t use...
Mike MoranGoogle Plus and other social activity counts               Use social cues as     3         markers of quality.1...
Mike MoranThe search ranking algorithm decides who’s first      Social does       not affect       paid search       resu...
Mike MoranBlack Hat SEO experts fool everybody      They fool Google      They fool searchers      They are extremely s...
Mike MoranSome people reverse engineer the algorithm      Google wants the keywords on the page      Google wants the ke...
Mike MoranIf social activity doesn’t match link analysis…      …it seems more suspicious to Google as spam      It’s dif...
Mike MoranAnd some content has nothing better      The views       are the       best       indicator of       video     ...
Mike MoranWhat if some spam slips through the cracks?               Human raters doublecheck     4         page quality.17...
Mike MoranSo what’s Google Panda?      A new release of the Google search ranking       algorithm      It was born almos...
Mike MoranPanda adds a new factor to the ranking algorithm      Human beings rate a small subset of search results:      ...
Mike MoranMachine learning scales the human ratings      Even Google can’t afford human ratings for every       page for ...
Mike MoranWhat does it mean to “look like” low quality?      Machine learning detects patterns in what pages       look l...
Mike MoranWhat is the practical effect of Panda?      Sites that ranked highly with the old algorithm have       been aff...
Mike MoranIt’s not just about spamming      Most of you don’t practice real      You       black hat SEO      But you do...
Mike MoranThat wasn’t just bad luck      Tactics that help                  You       everyone get       rewarded      T...
Mike MoranShould you only be looking at rankings?      Many sites that       lamented their loss of       traffic actuall...
Mike MoranIs Panda over? The world has now stabilized?      Google will continue to roll out algorithm changes      based...
Mike MoranDon’t be a good scout. Be good at business.      You’re not trying out for        You       sainthood      Do ...
Mike MoranGoogle Search Plus World adds your friends               Make everything     5         personal.28              ...
Mike MoranIf results are personalized, where do you rank?      Search marketers always want to know where they       rank...
Mike MoranPersonalization can be toggled on and off30                                          © 2011 Mike Moran
Mike MoranThis is a response to Bing’s deal with Facebook      Bing finds all public content, just like Google      But ...
Mike MoranIn fact, all of these changes might be in reaction      Microsoft’s market share keeps creeping up      Bing’s...
Mike MoranAnd how about Bing’s US share?      Google’s share is flat since 2009      Bing has       steadily       risen...
Mike MoranBing has grown to 30% of US searches      This chart is from one year ago      Bing had made significant impro...
Mike MoranThis was a prediction from one year ago       It’s extreme       It’s not happening       But do you        t...
Mike MoranGoogle has arrested the slide      A year later, Microsoft is still around 30%      But Google is still innova...
Mike MoranThank you!           www.mikemoran.comwww.converseon.com37                                © 2011 Mike Moran
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Five Things You Must Know About the New Google Search

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It's not your father's Google anymore. If you're still dutifully optimizing your title tags and checking your rankings, you're behind the curve. It's not that those things don't matter anymore--it's that so many other things matter, too. In just the last two years, Google has introduced a world of changes to organic search that have upended both the way people search and the results that they get. More importantly, what marketers must do to stay in front of searchers has changed, too. And the combination of all of these factors means the true scope of the changes are even more complex. So, no, Google Panda has nothing to do with bears. Google+ could be a minus for you if you don't take action. Google Search Plus Your World is actually about personalized search and social media. And Google Instant and Google Caffeine don't mean they are going into business against Nescafe.

Don't keep running the same SEO campaigns that worked in 2010, because they might not work the same way now. Find out what has changed in Google Search so that you can change, too.

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Five Things You Must Know About the New Google Search

  1. 1. Mike MoranThe 5 Things You Need to Know about theNew Google Search Mike Moran Chief Strategist, Converseonwww.mikemoran.com © 2012 Mike Moran Group LLC
  2. 2. Mike MoranIt’s not your father’s Google anymore  Optimize your titles  Get links to your pages  Steer clear of spam2 © 2011 Mike Moran
  3. 3. Mike MoranThat Google search box looks the same as ever  Same old logo  Same old search button  And, of course, “I’m Feeling Lucky”3 © 2011 Mike Moran
  4. 4. Mike MoranSince 2010, Google has practically remade search 1. It indexes content faster than ever 2. It shows results to searchers as they type 3. It ranks results based on social activity 4. It ranks results based on human ratings 5. It ranks results based on who your friends are4 © 2011 Mike Moran
  5. 5. Mike MoranGoogle Caffeine can keep up with the social Web  Google’s index once took two weeks to update  Now it can take minutes  Why is that important? Collect content faster 1 and faster.5 © 2011 Mike Moran
  6. 6. Mike MoranMany searches now have up-to-the-minute results  Many searches contain results within an hour of your search  44 minutes ago6 © 2011 Mike Moran
  7. 7. Mike MoranWhat does that mean to a search marketer?  Some searches require fresh results  If you don’t have them, you don’t show up7 © 2011 Mike Moran
  8. 8. Mike MoranGoogle Instant shows results as you type Show search results 2 faster.8 © 2011 Mike Moran
  9. 9. Mike MoranWhat happens when people accept suggestions?  Fewer unique keywords, if only because of misspellings  Might be more emphasis on paid results9 © 2011 Mike Moran
  10. 10. Mike MoranGoogle Instant’s impact is somewhat overblown  Only some searches use Instant  Searches that don’t use Instant:  Toolbars  Chrome browser address bar  Some searchers turn off Instant10 © 2011 Mike Moran
  11. 11. Mike MoranGoogle Plus and other social activity counts Use social cues as 3 markers of quality.11 © 2011 Mike Moran
  12. 12. Mike MoranThe search ranking algorithm decides who’s first  Social does not affect paid search results  It helps decide the #1 organic result  Some will do anything 89% of clicks on page 112 © 2011 Mike Moran
  13. 13. Mike MoranBlack Hat SEO experts fool everybody  They fool Google  They fool searchers  They are extremely smart and hardworking  If it works for you, good luck13 © 2011 Mike Moran
  14. 14. Mike MoranSome people reverse engineer the algorithm  Google wants the keywords on the page  Google wants the keywords in the title  Google wants links to the site What Google really wants is high quality search results for the searchers14 © 2011 Mike Moran
  15. 15. Mike MoranIf social activity doesn’t match link analysis…  …it seems more suspicious to Google as spam  It’s difficult for spammers to simulate both15 © 2011 Mike Moran
  16. 16. Mike MoranAnd some content has nothing better  The views are the best indicator of video quality  Links to videos are not as strong16 © 2011 Mike Moran
  17. 17. Mike MoranWhat if some spam slips through the cracks? Human raters doublecheck 4 page quality.17 © 2011 Mike Moran
  18. 18. Mike MoranSo what’s Google Panda?  A new release of the Google search ranking algorithm  It was born almost a year ago  But it just keeps growing in importance  Every few months, it changes18 © 2011 Mike Moran
  19. 19. Mike MoranPanda adds a new factor to the ranking algorithm  Human beings rate a small subset of search results:  Nice design?  Speedy response?  Quality content?  Would you return?  Sites that people like get bumped higher in ranking  The sites they don’t like are shoved down19 © 2011 Mike Moran
  20. 20. Mike MoranMachine learning scales the human ratings  Even Google can’t afford human ratings for every page for every search  So, it looks for patterns—common features  If your site looks like the low-rated sites, your site gets ranked lower20 © 2011 Mike Moran
  21. 21. Mike MoranWhat does it mean to “look like” low quality?  Machine learning detects patterns in what pages look like based on “features”  What could the features be?  The length of the title tag  The ratio of words to pictures  The commonality of runs of words21 © 2011 Mike Moran
  22. 22. Mike MoranWhat is the practical effect of Panda?  Sites that ranked highly with the old algorithm have been affected  If your site was great for search engines, but not for actual people, time to up your game  Who seemed to get hit?  “Content farms” and screen-scrapers  Older content  Sites loaded with ads  Vertical search sites—but not Google sites!22 © 2011 Mike Moran
  23. 23. Mike MoranIt’s not just about spamming  Most of you don’t practice real You black hat SEO  But you don’t win by examining the terms of service like a legal document  You see what works for all three parties Google Searchers23 © 2011 Mike Moran
  24. 24. Mike MoranThat wasn’t just bad luck  Tactics that help You everyone get rewarded  Tactics that help only you don’t  Maybe you should stick to what will work long-term Google Searchers24 © 2011 Mike Moran
  25. 25. Mike MoranShould you only be looking at rankings?  Many sites that lamented their loss of traffic actually didn’t lose any sales  Google might be improving its ability to send qualified leads to your site25 © 2011 Mike Moran
  26. 26. Mike MoranIs Panda over? The world has now stabilized?  Google will continue to roll out algorithm changes based on:  Panda feature changes and human rating changes  Google +1 button ratings  Other content quality assessments, including social media activity  If Panda is working (and Google seems to be committed to it), expect Microsoft and other engines to follow26 © 2011 Mike Moran
  27. 27. Mike MoranDon’t be a good scout. Be good at business.  You’re not trying out for You sainthood  Do it because it works  It’s less risky, easier to do, and has fewer ups and downs  Focus on a quality searcher experience, and success Google Searchers will follow27 © 2011 Mike Moran
  28. 28. Mike MoranGoogle Search Plus World adds your friends Make everything 5 personal.28 © 2011 Mike Moran
  29. 29. Mike MoranIf results are personalized, where do you rank?  Search marketers always want to know where they rank  But the answer is, “Only Google knows”  Google is starting to pass the rank on29 © 2011 Mike Moran
  30. 30. Mike MoranPersonalization can be toggled on and off30 © 2011 Mike Moran
  31. 31. Mike MoranThis is a response to Bing’s deal with Facebook  Bing finds all public content, just like Google  But it also finds results your friends recommend31 © 2011 Mike Moran
  32. 32. Mike MoranIn fact, all of these changes might be in reaction  Microsoft’s market share keeps creeping up  Bing’s global share is trending heavily upintroduced Source: Forbes32 © 2011 Mike Moran
  33. 33. Mike MoranAnd how about Bing’s US share?  Google’s share is flat since 2009  Bing has steadily risen  And Bing powers all Yahoo! searches Source: Comscore33 © 2011 Mike Moran
  34. 34. Mike MoranBing has grown to 30% of US searches  This chart is from one year ago  Bing had made significant improvement in share Google Bing Source: Mashable34 © 2011 Mike Moran
  35. 35. Mike MoranThis was a prediction from one year ago  It’s extreme  It’s not happening  But do you think that Google is Google running scared? Bing Source: State of Search35 © 2011 Mike Moran
  36. 36. Mike MoranGoogle has arrested the slide  A year later, Microsoft is still around 30%  But Google is still innovating36 © 2011 Mike Moran
  37. 37. Mike MoranThank you! www.mikemoran.comwww.converseon.com37 © 2011 Mike Moran

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