Searchmetrics - NOAH13 London

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How to deal with Google updates and leverage big data to get an advantage out of a holistic search approach - Workshop by Marcus Tober, Founder & CEO of Searchmetrics at the NOAH 2013 Conference in …

How to deal with Google updates and leverage big data to get an advantage out of a holistic search approach - Workshop by Marcus Tober, Founder & CEO of Searchmetrics at the NOAH 2013 Conference in London, Old Billingsgate on the 14th of November 2013.

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  • Google separates the wheat from the chaff. The Google algorithm decides which content is “wheat” and which is “chaff” – relevant content versus spam. They are getting better at that by updating their algorithm.
  • When the algorithm wasn’t as complex as it is today, people claimed to have found the “golden nugget”: the One Big Ranking factor that potentially had the largest effect on good ranking positions. We can compare this type of SEO with a simple pocket knife: there are only a couple of tools to chose from.
  • As a result of all the updates there is a wide range of factors that influence search results. All of those potentially correlate with good ranking positions.
  • Because google values content with an algorithm, we can study how Google manages to do so. We are interested in knowing which factors Google’s algorithm takes into account when valuing content. This way Searchmetrics is able to explain how tweaks in the algorithm impact the performance of websites in search engines.
  • As a result, search results have become more relevant and SEO has become far more complex.
  • A google algorithm update is no more than tweaking “ranking factors” in the algorithm. We will have a look at two major types of updates: panda and penguin.
  • … and consequently make suggestions based on how the best performing competitors have built their content.
  • Prevent these things from happening by monitoring these factors. Example: 50% similarity to another well-ranking URL and 15 (!) pieces of content on only 4 keywords…
  • Again, by studying the algorithm we can find correlating factors that value good content. Penguin is an update about backlinks. Our studies show that the impact correlating link factors have changed, for instance between 2012 and 2013.
  • For example, this factor used to correlate well with higher ranking positions, but its weight has now been heavily reduced.
  • So Searchmetrics provides that data as well.

Transcript

  • 1. WORKSHOP „How to deal with Google updates and leverage big data to get an advantage out of a holistic search approach“ Marcus Tober 11/14/2013 12/6/2013 ® Searchmetrics Inc. 2013 │Page 1
  • 2. Founder of Searchmetrics I‘m in love with SEO and search since 2001 Study of computer science in Berlin, so I’m the techie
  • 3. Made with Love in Berlin 120 passionate People Innovator in SEO Software since 2007 Follow us twitter.com/searchmetrics facebook.com/Searchmetrics
  • 4. Searchmetrics – leading vendor of search an social analytics software with international focus If you want to get the deck: marcus@searchmetrics.com
  • 5. IT IS IN GOOGLES INTEREST TO ONLY SHOW RELEVANT SEARCH RESULTS
  • 6. History of the Google Index
  • 7. „Brands are the solution, not the problem. Brands are how you sort out the cesspool.“ „The internet is fast becoming a cesspool where false information thrives “ – Eric Schmidt, 2010
  • 8. Once upon a time… SEO
  • 9. ALGORITHM CHANGES
  • 10. GOOGLEvolution
  • 11. 2013 SEO
  • 12. UK
  • 13. SEO
  • 14. Celebrated too soon
  • 15. V E N I C
  • 16. Panda Update #1 Content Quality
  • 17. Google‘s „Panda-Questions“ (out of 23) What counts as a high-quality site? •1. Would you trust the information presented in this article?
  • 18. Panda - Problem of Redundancy and SPAM Author: „admin“ Link to Wikipedia „cancer“ (first word in text!) Pretty short
  • 19. Panda - Problem of Redundancy and SPAM Sensitive topic Google Integration
  • 20. Panda - Problem of Redundancy and SPAM Introduction Organised text Slideshow STRUCTURE Author with Name + Review by doctor
  • 21. Content 2012 - 2013 12/6/2013 ® Searchmetrics Inc. 2013 │ Page 35
  • 22. Don‘t judge by first impression
  • 23. Onpage Existence of H1 Brands! 12/6/2013 ® Searchmetrics Inc. 2013 │ >78% Page 37
  • 24. Small things make a difference 12/6/2013 ® Searchmetrics Inc. 2013 │Page 38
  • 25. Google‘s „Panda-Questions“ (out of 23) What counts as a high-quality site? • 1. Would you trust the information presented in this article? •…3. Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?
  • 26. Panda - Problem of Redundancy and SPAM Up to 82,100 results for a Wikipedia article? 40
  • 27. Panda - Problem of Redundancy and SPAM ® Searchmetrics GmbH 2013 - Marcus Tober 41
  • 28. Panda - Problem of Redundancy and SPAM
  • 29. Panda - Problem of Redundancy and SPAM
  • 30. Panda - Problem of Redundancy and SPAM 2,740 results on how to get pregnant?
  • 31. Panda Update: Loser ehow.com SEO-Visibility Panda #2 Panda #25
  • 32. Good Night ehow.com
  • 33. All that is qualified by an algorithm… ...Searchmetrics can measure as well
  • 34. All that is qualified by an algorithm…
  • 35. Penguin Update #2 Link Quality
  • 36. Links 2012 12/6/2013 ® Searchmetrics Inc. 2013 │ Page 50
  • 37. Links 2013 Anchor Text! 12/6/2013 ® Searchmetrics Inc. 2013 │ Page 51
  • 38. Links Much more Backlinks on foremost Positions! 12/6/2013 ® Searchmetrics Inc. 2013 │ Page 52
  • 39. Rest In Peace
  • 40. Links Brand Link Diluted Anchor Neutral Anchor DO: www.domain.co.uk More (Stop)Words here in Anchor Text „Domain“ / Company, Product 12/6/2013 ® Searchmetrics Inc. 2013 │ DON‘T: „Hard“ Anchor Texts Generic Terms Page 54
  • 41. Penguin Loser UK holiday-rentals.co.uk SEO-Visibility Penguin Holiday-Rentals.co.uk is a brand from Homeaway! 12/6/2013 ® Searchmetrics Inc. 2013 │Page 55
  • 42. Penguin Loser UK holiday-rentals.co.uk SEO-Visibility Penguin No fixing of the link profile. They rebranded to homeaway.co.uk 12/6/2013 ® Searchmetrics Inc. 2013 │Page 56 Recovery
  • 43. Penguin Loser UK holiday-rentals.co.uk New vs Lost Links Very good Strategy concerning new Linkbuilding + Removal of bad quality Links. 12/6/2013 ® Searchmetrics Inc. 2013 │Page 57
  • 44. Recovered!
  • 45. Penguin Loser UK comparethemarket.com Stuggle to survive Penguin #1 Penguin #2 12/6/2013 ® Searchmetrics Inc. 2013 │Page 60
  • 46. People are lazy!
  • 47. Penguin Loser UK sunmaster.co.uk Complete Drop Penguin #1 Penguin #2 12/6/2013 ® Searchmetrics Inc. 2013 │Page 63
  • 48. You know this guy? With Waldo you will fight the bad links.
  • 49. Where is Waldo?
  • 50. Discover the Honey Pot # Backlinks Page A # Backlinks Page C # Backlinks Page B # Backlinks Page D
  • 51. PENALTIES
  • 52. Penalty Victims 100% 95,3% 67,3% 12/6/2013 ® Searchmetrics Inc. 2013 │Page 70
  • 53. Penalty Victims 100% 86,0% 62,6% 12/6/2013 ® Searchmetrics Inc. 2013 │Page 71
  • 54. Penalty Victims 123,0% 100% 54,4% 12/6/2013 ® Searchmetrics Inc. 2013 │Page 72
  • 55. Penalty Recovery: interflora.co.uk Fast Recovery Penalty ca. 02/21/2013 12/6/2013 ® Searchmetrics Inc. 2013 │Page 74
  • 56. Penalty Recovery: Loser: Week after Penalty Massive Drop on Keyword Level 12/6/2013 ® Searchmetrics Inc. 2013 │Page 75 interflora.co.uk
  • 57. Penalty Recovery: interflora.co.uk Fast Recovery Penalty Recovery took 7 Months to recover ca. 02/21/2013 12/6/2013 ® Searchmetrics Inc. 2013 │Page 76
  • 58. WTF did they do??? ….
  • 59. Penalty Recovery: interflora.co.uk Active Link Removal Source (Discovery): https://twitter.com/EdgySEO 12/6/2013 ® Searchmetrics Inc. 2013 │Page 78
  • 60. Stay focused - get rid of irrelevant things
  • 61. Social Graph
  • 62. Social 2013 12/6/2013 ® Searchmetrics Inc. 2013 │ Page 81
  • 63. Measure Social Engagement
  • 64. Click!
  • 65. Relevant Content! World Wide Web
  • 66. indirect directly improves Relevance Click!
  • 67. Social Network Growth Growth of Signals in % Absolute # of Signals Sept. 2013
  • 68. Value?
  • 69. Onpage 2012 - 2013 12/6/2013 ® Searchmetrics Inc. 2013 │ Page 93
  • 70. Onpage 2012 - 2013 12/6/2013 ® Searchmetrics Inc. 2013 │ Page 94
  • 71. BUT NONE OF THIS MAKES SENSE IF YOU DO NOT TARGET THE CORRECT AUDIENCE! 12/6/2013 ® Searchmetrics Inc. 2013 │Page 95
  • 72. Anticipate from the past brings some insights, But there will be a growing gap between assumption and reality
  • 73. 12/6/2013 ® Searchmetrics Inc. 2013 │Page 101
  • 74. 5 Rules …to deal with… Google Updates
  • 75. #1
  • 76. #1 Solve real people problems and make their lives easier
  • 77. #2
  • 78. #2 Engage with the users
  • 79. #3
  • 80. #3 Be(come) a brand
  • 81. Become famous for your Topic
  • 82. #4
  • 83. #4 Get attention
  • 84. If you think you want to build business this way…
  • 85. #5
  • 86. #5 Don‘t think short-term
  • 87. It‘s hard to improve to a high level!
  • 88. The right data. The right tools. Searchmetrics Suite