SEO Optimization: Why You Should Care About        Pandas and PenguinsAdam ProehlManaging DirectorNordicClick Interactive ...
• Google, Pandas, & Penguins• More than just zoo animals•   Adam Proehl
AgendaBrief HistoryPandas & Penguins – More than zoo animalsThings you should be doingTraps to AvoidTools You can Use
Search Circa 2001               • No Local               • No Images               • No Video               • No Shopping ...
Now
Search Engines:UnderstandingUser Intent
Two Things…search engines aretrying to figure out:• What is the user REALLY  looking for?• The site content is  compelling...
Google: Major Change History  BG(BeforeGoogle)   Launch   1999   First Paid Advertising   2001           1998             ...
Google: Major Change History                 Boston                        NoFollow                 Cassandra             ...
Google: Major Change History                                        Social Signals                                        ...
Let’s visit…#MyCommSEO             Photo Credit: Northwest Florida Zoo (Larry the Lion)
DefinitionsTerm      Definition“Index”   What the search engines see and take note of for displaying          results“Craw...
Panda#MyCommSEO
PandaAbout• First Update• Named a Google engineer• Major change to the way Google looks at sites #MyCommSEO
PandaWhat it tries to do: #MyCommSEO
PandaBlack Eyes:Image Credit: wisestartupblog.com
PandaSome Top No No’s:•   Duplicate Content•   CMS driven duplicate URL’s•   Same meta data on multiple    pages•   Too mu...
The Penguin#MyCommSEO             Image Credit: Attach M3dia
PenguinWhat it tries to do: Notice any recurring themes here? #MyCommSEO
PenguinSome Top No No’s:• Keyword Stuffing• Link Farms• Hidden Content• Copied ContentImage credit: The logo! factor
PenguinBlack Eyes:Image Credit: webpronews.com
Ignorance = Not Bliss#MyCommSEO
Fix It Plan                      • Simple                      • Bit more complex                      • Consult with a pr...
Simple Steps• What you can do• What you should too• Some tools #MyCommSEO
Simple StepsWebmaster Tools-   Google’s view of your site-   Discover link & query traffic-   Talk to Google about your si...
Simple StepsWooRank• Free (sort of)• www.woorank.com    #MyCommSEO
Simple StepsKeyword Research• Free• https://adwords.google.com/o/KeywordTool• Or just Google “Adwords estimator” or “adwor...
Simple StepsKeyword Research Tool• Soovle• Free• www.soovle.com
Simple StepsKeyword Research Tool• Ubersuggest• Free• http://ubersuggest.org/   #MyCommSEO
Simple StepsKeyword Research Tool• Wordle• Free• www.wordle.net  #MyCommSEO
Simple StepsAsk yourself:How do your customers think?  #MyCommSEO
Simple StepsEstablish a Clear Site Hierarchy:                Home Solution      Solution   Solution    A             B    ...
Simple StepsKeep Links to a Reasonable NumberThumb Rule: 1 every 2-3 paragraphs  #MyCommSEO
Simple StepsImagesGreat, but….                    Names     Add important stuff in                              text next ...
Simple Steps“Mindset”Search Engines LOVE marketeducators  #MyCommSEO
Little More Complex#MyCommSEO
Little More ComplexPage Speed: No one likes a slowloading siteCode.google.com/speed
Little More ComplexRobots.txtRoot Directory  #MyCommSEO
Little More ComplexAsk Yourself:• Does this really benefit my users?• Would I do this if search engines didn’t exist?  #My...
Avoid#MyCommSEO
AvoidSneaky Redirects  •   Text view (what you show search engines) =  •   Java View (what you show actual site visitors) ...
AvoidStuffing Keywords  Ask yourself:  What grade would my  grammar teacher give  me?  #MyCommSEO
AvoidHow to think about searchengines:• Like parents: They hate being  fooled or deceived…• A Vegas Cab Driver: Seen  ever...
When to Consult a ProSome things youjust shouldn’tattempt#MyCommSEO
Consult a ProDisavow Tool:• Bad Link Fixer• Use with caution• Try other methods first   #MyCommSEO
Consult a ProBeen Hacked?  #MyCommSEO
Consult a ProUsing a CMS Platform• Not all are created  equal for SEO• Plugins, Modules, Add  Ons, etc.  #MyCommSEO       ...
Consult a ProContent Assessment• “Content is King”Overused phrase, but forgood reason  #MyCommSEO
Consult a ProContent Tool: WeWe Monitorhttp://www.futurenowinc.com/wewe.htm    #MyCommSE
Consult a ProContent Tool: Keyword Density    • Old school metric, but still useful    • Too much & too little is badhttp:...
Consult a ProBFF = Big Fat FooterJust because it worksfor Zappos…  #MyCommSEO
Consult a ProAuthor Tag: Declare authorship of contentWritten by <a rel=”author”href=”../authors/Adam Proehl”>AdamProehl</...
Key TakeawaysAsk hard questions about the quality of your contentThink about the value to the usersSearch engines need to ...
To Do Today:• Get setup on Webmaster tools if you aren’t  already (www.google.com/webmastertools)• Go to Woorank.com & run...
Tools CoveredTool                      LinkWebmaster Tools           www.google.com/webmastertoolsWooRank                 ...
Thank You#MyCommSEO
SEO Optimization: Why You Should Care About Pandas and Penguins
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  • NOTES: Try other methods firstGoogle will usually try to take your suggestion to heartTry other methods firstUse with extreme caution – once done, it cannot be undone
  • NOTES: Try other methods firstGoogle will usually try to take your suggestion to heartTry other methods firstUse with extreme caution – once done, it cannot be undone
  • NOTES: Try other methods firstGoogle will usually try to take your suggestion to heartTry other methods firstUse with extreme caution – once done, it cannot be undone
  • NOTES: Try other methods firstGoogle will usually try to take your suggestion to heartTry other methods firstUse with extreme caution – once done, it cannot be undone
  • SEO Optimization: Why You Should Care About Pandas and Penguins

    1. 1. SEO Optimization: Why You Should Care About Pandas and PenguinsAdam ProehlManaging DirectorNordicClick Interactive Twitter: @DR_MyCommerce #MyCommSEO
    2. 2. • Google, Pandas, & Penguins• More than just zoo animals• Adam Proehl
    3. 3. AgendaBrief HistoryPandas & Penguins – More than zoo animalsThings you should be doingTraps to AvoidTools You can Use
    4. 4. Search Circa 2001 • No Local • No Images • No Video • No Shopping • No News • Just “Ten Blue Links”
    5. 5. Now
    6. 6. Search Engines:UnderstandingUser Intent
    7. 7. Two Things…search engines aretrying to figure out:• What is the user REALLY looking for?• The site content is compelling enough to care about.
    8. 8. Google: Major Change History BG(BeforeGoogle) Launch 1999 First Paid Advertising 2001 1998 2000 #MyCommSEO
    9. 9. Google: Major Change History Boston NoFollow Cassandra Allegra Dominic Bourbon Esmeralda XML Sitemaps Fritz Personalized Search Supplemental Index Gilligan Google Local / Maps2002 Florida 2004 Jagger Big Daddy 20061st DocumentedUpdate Austin Brandy Supplimental Update(No NameGiven) 2003 IPO 2005 False Alarm #MyCommSEO
    10. 10. Google: Major Change History Social Signals Negative Reviews Instant Previews Google Suggest Google Instant Search + Your World Dewey Brand Update January 30 Pack 2007 2009 Caffeine (Rollout) 2011 MayDay Google Places Overstock.com Penalty Attribution UpdateBuffy Panda / Farmer The +1 ButtonUniversal 2008 2010 Panda 2.0 Panda 2.1 2012Search Jan 30 Pack Schema.org Real Time Panda 2.2 Feb 17 & 40 pack Caffeine Google + March 50 Pack “Rel-Canonical Tag” Panda 2.3 More Panda Vince Panda 2.4 (Global) Penguin Expanded SiteLinks Venice Pagination Elements Ads above the fold 516 Algo Updates Panda 2.5 DCMA Penalty #MyCommSEO
    11. 11. Let’s visit…#MyCommSEO Photo Credit: Northwest Florida Zoo (Larry the Lion)
    12. 12. DefinitionsTerm Definition“Index” What the search engines see and take note of for displaying results“Crawl” Search engines look all around the web for pages to index. This is called a “crawl”. Some people use other terms like “spidering”, but it’s essentially the same thing.“Bot” The “bot” is basically what “crawls” the web looking for your site content.
    13. 13. Panda#MyCommSEO
    14. 14. PandaAbout• First Update• Named a Google engineer• Major change to the way Google looks at sites #MyCommSEO
    15. 15. PandaWhat it tries to do: #MyCommSEO
    16. 16. PandaBlack Eyes:Image Credit: wisestartupblog.com
    17. 17. PandaSome Top No No’s:• Duplicate Content• CMS driven duplicate URL’s• Same meta data on multiple pages• Too much un-original content• Crawl errors #MyCommSEO Image credit: The logo! factor
    18. 18. The Penguin#MyCommSEO Image Credit: Attach M3dia
    19. 19. PenguinWhat it tries to do: Notice any recurring themes here? #MyCommSEO
    20. 20. PenguinSome Top No No’s:• Keyword Stuffing• Link Farms• Hidden Content• Copied ContentImage credit: The logo! factor
    21. 21. PenguinBlack Eyes:Image Credit: webpronews.com
    22. 22. Ignorance = Not Bliss#MyCommSEO
    23. 23. Fix It Plan • Simple • Bit more complex • Consult with a pro#MyCommSEO
    24. 24. Simple Steps• What you can do• What you should too• Some tools #MyCommSEO
    25. 25. Simple StepsWebmaster Tools- Google’s view of your site- Discover link & query traffic- Talk to Google about your sitewww.google.com/webmastertools
    26. 26. Simple StepsWooRank• Free (sort of)• www.woorank.com #MyCommSEO
    27. 27. Simple StepsKeyword Research• Free• https://adwords.google.com/o/KeywordTool• Or just Google “Adwords estimator” or “adwords suggest tool” #MyCommSEO
    28. 28. Simple StepsKeyword Research Tool• Soovle• Free• www.soovle.com
    29. 29. Simple StepsKeyword Research Tool• Ubersuggest• Free• http://ubersuggest.org/ #MyCommSEO
    30. 30. Simple StepsKeyword Research Tool• Wordle• Free• www.wordle.net #MyCommSEO
    31. 31. Simple StepsAsk yourself:How do your customers think? #MyCommSEO
    32. 32. Simple StepsEstablish a Clear Site Hierarchy: Home Solution Solution Solution A B C #MyCommSEO
    33. 33. Simple StepsKeep Links to a Reasonable NumberThumb Rule: 1 every 2-3 paragraphs #MyCommSEO
    34. 34. Simple StepsImagesGreat, but…. Names Add important stuff in text next to the imageText = Good for: Content Links #MyCommSEO
    35. 35. Simple Steps“Mindset”Search Engines LOVE marketeducators #MyCommSEO
    36. 36. Little More Complex#MyCommSEO
    37. 37. Little More ComplexPage Speed: No one likes a slowloading siteCode.google.com/speed
    38. 38. Little More ComplexRobots.txtRoot Directory #MyCommSEO
    39. 39. Little More ComplexAsk Yourself:• Does this really benefit my users?• Would I do this if search engines didn’t exist? #MyCommSEO
    40. 40. Avoid#MyCommSEO
    41. 41. AvoidSneaky Redirects • Text view (what you show search engines) = • Java View (what you show actual site visitors) = #MyCommSEO Image Credit: blueglass.com
    42. 42. AvoidStuffing Keywords Ask yourself: What grade would my grammar teacher give me? #MyCommSEO
    43. 43. AvoidHow to think about searchengines:• Like parents: They hate being fooled or deceived…• A Vegas Cab Driver: Seen everything #MyCommSEO
    44. 44. When to Consult a ProSome things youjust shouldn’tattempt#MyCommSEO
    45. 45. Consult a ProDisavow Tool:• Bad Link Fixer• Use with caution• Try other methods first #MyCommSEO
    46. 46. Consult a ProBeen Hacked? #MyCommSEO
    47. 47. Consult a ProUsing a CMS Platform• Not all are created equal for SEO• Plugins, Modules, Add Ons, etc. #MyCommSEO Image Credit: danielbronstein.com
    48. 48. Consult a ProContent Assessment• “Content is King”Overused phrase, but forgood reason #MyCommSEO
    49. 49. Consult a ProContent Tool: WeWe Monitorhttp://www.futurenowinc.com/wewe.htm #MyCommSE
    50. 50. Consult a ProContent Tool: Keyword Density • Old school metric, but still useful • Too much & too little is badhttp://tools.seobook.com/general/keyword-density/ #MyCommSEO
    51. 51. Consult a ProBFF = Big Fat FooterJust because it worksfor Zappos… #MyCommSEO
    52. 52. Consult a ProAuthor Tag: Declare authorship of contentWritten by <a rel=”author”href=”../authors/Adam Proehl”>AdamProehl</a>. #MyCommSEO
    53. 53. Key TakeawaysAsk hard questions about the quality of your contentThink about the value to the usersSearch engines need to think your content is valuableRemember it’s a machine algorithm making the call #MyCommSEO
    54. 54. To Do Today:• Get setup on Webmaster tools if you aren’t already (www.google.com/webmastertools)• Go to Woorank.com & run numbers for your site• Try one of the keyword suggestion tools – Soovle (www.soovle.com) – Ubersuggest (www.ubersuggest.org)
    55. 55. Tools CoveredTool LinkWebmaster Tools www.google.com/webmastertoolsWooRank www.woorank.comGoogle Adwords Estimator (just google “adwords estimator”)Soovle www.soovle.comUbersuggest www.ubersuggest.orgWordle www.wordle.netPage Speed Code.google.com/speedWe We Monitor www.futurenowinc.com/wewe.htmKeyword Density tools.seobook.com/general/keyword-density
    56. 56. Thank You#MyCommSEO
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