What We Learnt About Search in 2012

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Figaro Search Seminar October 2012

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  • Huge topic\nHundreds of changes each year\nOnly highlighting the few main ones\n
  • Huge topic\nHundreds of changes each year\nOnly highlighting the few main ones\n
  • Huge topic\nHundreds of changes each year\nOnly highlighting the few main ones\n
  • Panda updates that changed SEO in 2011 came back throughout 2012\nPenguin version 1 in April and 2 in May\nVenice earlier in the year but not as high profile\nNot a big update or filter but social changes are happening to search right now\n
  • Panda updates that changed SEO in 2011 came back throughout 2012\nPenguin version 1 in April and 2 in May\nVenice earlier in the year but not as high profile\nNot a big update or filter but social changes are happening to search right now\n
  • Panda updates that changed SEO in 2011 came back throughout 2012\nPenguin version 1 in April and 2 in May\nVenice earlier in the year but not as high profile\nNot a big update or filter but social changes are happening to search right now\n
  • Panda updates that changed SEO in 2011 came back throughout 2012\nPenguin version 1 in April and 2 in May\nVenice earlier in the year but not as high profile\nNot a big update or filter but social changes are happening to search right now\n
  • Panda updates that changed SEO in 2011 came back throughout 2012\nPenguin version 1 in April and 2 in May\nVenice earlier in the year but not as high profile\nNot a big update or filter but social changes are happening to search right now\n
  • Lots of collateral damage.\nCan recover from it but it is a lot of work, involving re-writing pages and dropping thin ones\n
  • Lots of collateral damage.\nCan recover from it but it is a lot of work, involving re-writing pages and dropping thin ones\n
  • Lots of collateral damage.\nCan recover from it but it is a lot of work, involving re-writing pages and dropping thin ones\n
  • Lots of collateral damage.\nCan recover from it but it is a lot of work, involving re-writing pages and dropping thin ones\n
  • Lots more collateral damage.\nCan recover from it but links need to be chopped off, anchor text changed, keywords altered on-page and new quality links put in place\n
  • Lots more collateral damage.\nCan recover from it but links need to be chopped off, anchor text changed, keywords altered on-page and new quality links put in place\n
  • Lots more collateral damage.\nCan recover from it but links need to be chopped off, anchor text changed, keywords altered on-page and new quality links put in place\n
  • Lots more collateral damage.\nCan recover from it but links need to be chopped off, anchor text changed, keywords altered on-page and new quality links put in place\n
  • April 24th = Penguin 1\nMay 25th = Penguin 2\nPanda nearly monthly\n\n
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  • Local results show up even if a user doesn’t specify a location in their search query\nGet lots of reviews and dominate local SEO\n
  • Local results show up even if a user doesn’t specify a location in their search query\nGet lots of reviews and dominate local SEO\n
  • Google Plus being pushed onto us all. Places, Google Accounts, need + now. Going to be a lot bigger in the future whether we like it or not.\nPlus results are taking up the search results, most noticeable with the author tab.\nEarly stages but they say it’s of interest going forward\n\n
  • Google Plus being pushed onto us all. Places, Google Accounts, need + now. Going to be a lot bigger in the future whether we like it or not.\nPlus results are taking up the search results, most noticeable with the author tab.\nEarly stages but they say it’s of interest going forward\n\n
  • Google Plus being pushed onto us all. Places, Google Accounts, need + now. Going to be a lot bigger in the future whether we like it or not.\nPlus results are taking up the search results, most noticeable with the author tab.\nEarly stages but they say it’s of interest going forward\n\n
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  • Not just Google products like Plus and Analytics that have changed.\nTheir main product, their search engine, is also more social\nThe more you interact socially and the more viral your content, the further it goes\nValidates a real business versus an affiliate\n
  • Not just Google products like Plus and Analytics that have changed.\nTheir main product, their search engine, is also more social\nThe more you interact socially and the more viral your content, the further it goes\nValidates a real business versus an affiliate\n
  • Not just Google products like Plus and Analytics that have changed.\nTheir main product, their search engine, is also more social\nThe more you interact socially and the more viral your content, the further it goes\nValidates a real business versus an affiliate\n
  • Lots of little AdWords tweaks throughout the year and probably more adCenter ones but two of the things that matter the most are these integrations and what you can now do with them\n
  • Lots of little AdWords tweaks throughout the year and probably more adCenter ones but two of the things that matter the most are these integrations and what you can now do with them\n
  • Lots of little AdWords tweaks throughout the year and probably more adCenter ones but two of the things that matter the most are these integrations and what you can now do with them\n
  • data from the merchant centre\nbeen in adwords for a while but this year it was pushed and \n
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  • In analytics you can set up remarketing lists, i.e. the groups of people that perform certain actions such as visit a page, buy a product\n
  • These can be quite complex, e.g. I want to advertise to people who read a certain blog post, then visit the payment page but do not check out. The ones that check out but only spent £10 I want to show this advert instead.\nHugely powerful in the finance sectors, ecommerce and training ones we have worked in\n
  • Import into AdWords and it shows you how many people each list is likely to show adverts for\n
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  • Last week, nearly half the results on the top 2 pages on Google for ‘payday loans’ (highly competed for phrase) were hacked sites. \nNot good and won’t last for long. Big changes are on the way\n
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  • Product descriptions should be unique\nNo cookie cutter text\nContent strategy is key to everything. Great content gets great links, makes social media work.\n\n
  • Product descriptions should be unique\nNo cookie cutter text\nContent strategy is key to everything. Great content gets great links, makes social media work.\n\n
  • Product descriptions should be unique\nNo cookie cutter text\nContent strategy is key to everything. Great content gets great links, makes social media work.\n\n
  • Google guideline to its reviewers is consider ‘low quality sites’ ones with...\nIf doing social or not, should get up Plus properly and use the GOogle products from it, such as Plus Local and Authorship\n
  • Google guideline to its reviewers is consider ‘low quality sites’ ones with...\nIf doing social or not, should get up Plus properly and use the GOogle products from it, such as Plus Local and Authorship\n
  • Google guideline to its reviewers is consider ‘low quality sites’ ones with...\nIf doing social or not, should get up Plus properly and use the GOogle products from it, such as Plus Local and Authorship\n
  • PPC becoming more expensive but it is still fairly easy to outperform competitors\nGive these a thorough testing\n
  • PPC becoming more expensive but it is still fairly easy to outperform competitors\nGive these a thorough testing\n
  • PPC becoming more expensive but it is still fairly easy to outperform competitors\nGive these a thorough testing\n
  • PPC becoming more expensive but it is still fairly easy to outperform competitors\nGive these a thorough testing\n
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  • What We Learnt About Search in 2012

    1. 1. WHAT WE LEARNT ABOUT SEARCH IN 2012 Figaro Digital October
    2. 2. TOPICS
    3. 3. TOPICSOrganic Search: Algorithm changes and social impact
    4. 4. TOPICSOrganic Search: Algorithm changes and social impact Paid Search: AdWords changes
    5. 5. TOPICSOrganic Search: Algorithm changes and social impact Paid Search: AdWords changes Things to do differently
    6. 6. ALGORITHM CHANGES
    7. 7. ALGORITHM CHANGESMany large changes in early 2012
    8. 8. ALGORITHM CHANGESMany large changes in early 2012 More Panda
    9. 9. ALGORITHM CHANGESMany large changes in early 2012 More Panda Penguin
    10. 10. ALGORITHM CHANGESMany large changes in early 2012 More Panda Penguin Venice
    11. 11. ALGORITHM CHANGESMany large changes in early 2012 More Panda Penguin Venice Social
    12. 12. PANDA
    13. 13. PANDAThe ‘content update’
    14. 14. PANDA The ‘content update’Targeting affiliates and low quality sites
    15. 15. PANDA The ‘content update’Targeting affiliates and low quality sites Duplication and cookie cutter text
    16. 16. PANDA The ‘content update’Targeting affiliates and low quality sites Duplication and cookie cutter textEcommerce sites and information sites badly hit
    17. 17. PENGUIN
    18. 18. PENGUINThe ‘links update’
    19. 19. PENGUIN The ‘links update’Targeting ‘over optimisation’
    20. 20. PENGUIN The ‘links update’ Targeting ‘over optimisation’Type of links, anchor text and landing page
    21. 21. PENGUIN The ‘links update’ Targeting ‘over optimisation’Type of links, anchor text and landing pageNot good when all lines up perfectly
    22. 22. PENGUIN
    23. 23. VENICE
    24. 24. VENICEThe ‘local update’
    25. 25. VENICE The ‘local update’Google Places (now Plus Local) given an overhaul and made more social
    26. 26. VENICE
    27. 27. VENICE
    28. 28. VENICELocation becoming more important
    29. 29. VENICELocation becoming more important Reviews are a strong signal
    30. 30. SOCIAL
    31. 31. SOCIALGoogle Plus
    32. 32. SOCIALGoogle PlusAuthorship
    33. 33. SOCIAL Google Plus AuthorshipGoogle is “trying to figure out a little bit about the reputation of an author”
    34. 34. SOCIAL
    35. 35. SOCIAL
    36. 36. SOCIALSocial dashboard in Analytics
    37. 37. SOCIAL Social dashboard in AnalyticsGreater insight into how social traffic performs on your site
    38. 38. SOCIAL
    39. 39. SOCIAL
    40. 40. SOCIALSocial signals
    41. 41. SOCIAL Social signalsLikes, Retweets, +1s are becoming important
    42. 42. SOCIAL Social signals Likes, Retweets, +1s are becoming importantGoogle and Bing admit to using these for rankings calculations
    43. 43. PAY PER CLICK
    44. 44. PAY PER CLICKGoogle integrating AdWords with other products
    45. 45. PAY PER CLICKGoogle integrating AdWords with other products Google Merchant Centre
    46. 46. PAY PER CLICKGoogle integrating AdWords with other products Google Merchant Centre Google Analytics
    47. 47. PRODUCT EXTENSIONS
    48. 48. PRODUCT EXTENSIONS
    49. 49. PRODUCT EXTENSIONSHow these adverts impacted one sports product retailer
    50. 50. PAY PER CLICK
    51. 51. RE-MARKETING
    52. 52. RE-MARKETINGAnalytics integration
    53. 53. RE-MARKETING Analytics integrationMore control, easier to implement and more robust reporting
    54. 54. RE-MARKETING
    55. 55. RE-MARKETING
    56. 56. RE-MARKETING
    57. 57. THINGS TO DO NOW
    58. 58. THINGS TO DO NOWExpect more algorithm changes soon
    59. 59. THINGS TO DO NOW Expect more algorithm changes soonThe results now are not good and Google is losing market share
    60. 60. THINGS TO DO NOW
    61. 61. THINGS TO DO NOW
    62. 62. THINGS TO DO NOW Penguin proof your site:
    63. 63. THINGS TO DO NOW Penguin proof your site: Check your link profile
    64. 64. THINGS TO DO NOW Penguin proof your site: Check your link profileOpensiteexplorer / MajesticSEO
    65. 65. THINGS TO DO NOW Penguin proof your site: Check your link profileOpensiteexplorer / MajesticSEO Most SEO’d sites are affected
    66. 66. THINGS TO DO NOW Penguin proof your site: Check your link profileOpensiteexplorer / MajesticSEO Most SEO’d sites are affected Remove and improve
    67. 67. THINGS TO DO NOW
    68. 68. THINGS TO DO NOW Panda proof your site:
    69. 69. THINGS TO DO NOW Panda proof your site:Spend time on content, especially if ecommerce
    70. 70. THINGS TO DO NOW Panda proof your site:Spend time on content, especially if ecommerceUse a content strategy, not an SEO strategy
    71. 71. THINGS TO DO NOW
    72. 72. THINGS TO DO NOWFuture updates: Spelling, grammar, style and depth of writing
    73. 73. THINGS TO DO NOWFuture updates: Spelling, grammar, style and depth of writing Use Google Plus and consider Author tags
    74. 74. THINGS TO DO NOWFuture updates: Spelling, grammar, style and depth of writing Use Google Plus and consider Author tags Encourage reviews
    75. 75. THINGS TO DO NOW
    76. 76. THINGS TO DO NOWFor PPC, throughly test out:
    77. 77. THINGS TO DO NOWFor PPC, throughly test out: Product Extensions
    78. 78. THINGS TO DO NOWFor PPC, throughly test out: Product Extensions (paid soon)
    79. 79. THINGS TO DO NOWFor PPC, throughly test out: Product Extensions (paid soon)Advanced Re-marketing tools
    80. 80. ANY QUESTIONS?
    81. 81. ANY QUESTIONS? Visit: LibertyMarketing.co.uk Connect:uk.LinkedIn.com/in/MrGarethMorgan Follow: @LibertySEOs

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