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

Transcript

  • 1. SEO Optimization: Why You Should Care About Pandas and PenguinsAdam ProehlManaging DirectorNordicClick Interactive Twitter: @DR_MyCommerce #MyCommSEO
  • 2. • Google, Pandas, & Penguins• More than just zoo animals• Adam Proehl
  • 3. AgendaBrief HistoryPandas & Penguins – More than zoo animalsThings you should be doingTraps to AvoidTools You can Use
  • 4. Search Circa 2001 • No Local • No Images • No Video • No Shopping • No News • Just “Ten Blue Links”
  • 5. Now
  • 6. Search Engines:UnderstandingUser Intent
  • 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. Google: Major Change History BG(BeforeGoogle) Launch 1999 First Paid Advertising 2001 1998 2000 #MyCommSEO
  • 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. 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. Let’s visit…#MyCommSEO Photo Credit: Northwest Florida Zoo (Larry the Lion)
  • 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. Panda#MyCommSEO
  • 14. PandaAbout• First Update• Named a Google engineer• Major change to the way Google looks at sites #MyCommSEO
  • 15. PandaWhat it tries to do: #MyCommSEO
  • 16. PandaBlack Eyes:Image Credit: wisestartupblog.com
  • 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. The Penguin#MyCommSEO Image Credit: Attach M3dia
  • 19. PenguinWhat it tries to do: Notice any recurring themes here? #MyCommSEO
  • 20. PenguinSome Top No No’s:• Keyword Stuffing• Link Farms• Hidden Content• Copied ContentImage credit: The logo! factor
  • 21. PenguinBlack Eyes:Image Credit: webpronews.com
  • 22. Ignorance = Not Bliss#MyCommSEO
  • 23. Fix It Plan • Simple • Bit more complex • Consult with a pro#MyCommSEO
  • 24. Simple Steps• What you can do• What you should too• Some tools #MyCommSEO
  • 25. Simple StepsWebmaster Tools- Google’s view of your site- Discover link & query traffic- Talk to Google about your sitewww.google.com/webmastertools
  • 26. Simple StepsWooRank• Free (sort of)• www.woorank.com #MyCommSEO
  • 27. Simple StepsKeyword Research• Free• https://adwords.google.com/o/KeywordTool• Or just Google “Adwords estimator” or “adwords suggest tool” #MyCommSEO
  • 28. Simple StepsKeyword Research Tool• Soovle• Free• www.soovle.com
  • 29. Simple StepsKeyword Research Tool• Ubersuggest• Free• http://ubersuggest.org/ #MyCommSEO
  • 30. Simple StepsKeyword Research Tool• Wordle• Free• www.wordle.net #MyCommSEO
  • 31. Simple StepsAsk yourself:How do your customers think? #MyCommSEO
  • 32. Simple StepsEstablish a Clear Site Hierarchy: Home Solution Solution Solution A B C #MyCommSEO
  • 33. Simple StepsKeep Links to a Reasonable NumberThumb Rule: 1 every 2-3 paragraphs #MyCommSEO
  • 34. Simple StepsImagesGreat, but…. Names Add important stuff in text next to the imageText = Good for: Content Links #MyCommSEO
  • 35. Simple Steps“Mindset”Search Engines LOVE marketeducators #MyCommSEO
  • 36. Little More Complex#MyCommSEO
  • 37. Little More ComplexPage Speed: No one likes a slowloading siteCode.google.com/speed
  • 38. Little More ComplexRobots.txtRoot Directory #MyCommSEO
  • 39. Little More ComplexAsk Yourself:• Does this really benefit my users?• Would I do this if search engines didn’t exist? #MyCommSEO
  • 40. Avoid#MyCommSEO
  • 41. AvoidSneaky Redirects • Text view (what you show search engines) = • Java View (what you show actual site visitors) = #MyCommSEO Image Credit: blueglass.com
  • 42. AvoidStuffing Keywords Ask yourself: What grade would my grammar teacher give me? #MyCommSEO
  • 43. AvoidHow to think about searchengines:• Like parents: They hate being fooled or deceived…• A Vegas Cab Driver: Seen everything #MyCommSEO
  • 44. When to Consult a ProSome things youjust shouldn’tattempt#MyCommSEO
  • 45. Consult a ProDisavow Tool:• Bad Link Fixer• Use with caution• Try other methods first #MyCommSEO
  • 46. Consult a ProBeen Hacked? #MyCommSEO
  • 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. Consult a ProContent Assessment• “Content is King”Overused phrase, but forgood reason #MyCommSEO
  • 49. Consult a ProContent Tool: WeWe Monitorhttp://www.futurenowinc.com/wewe.htm #MyCommSE
  • 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. Consult a ProBFF = Big Fat FooterJust because it worksfor Zappos… #MyCommSEO
  • 52. Consult a ProAuthor Tag: Declare authorship of contentWritten by <a rel=”author”href=”../authors/Adam Proehl”>AdamProehl</a>. #MyCommSEO
  • 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. 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. 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. Thank You#MyCommSEO