WORKSHOP

„How to deal with Google updates and leverage big
data to get an advantage out of a holistic search
approach“

M...
Founder of
Searchmetrics
I‘m in love with SEO
and search since
2001
Study of computer
science in Berlin, so
I’m the techie
Made with Love in
Berlin
120 passionate
People
Innovator in SEO
Software since 2007
Follow us
twitter.com/searchmetrics
fa...
Searchmetrics – leading vendor of search
an social analytics software
with international focus

If you want to get the dec...
IT IS IN GOOGLES INTEREST TO ONLY
SHOW RELEVANT SEARCH RESULTS
History of the Google Index
„Brands are the
solution, not the
problem. Brands are
how you sort out the
cesspool.“

„The internet is fast
becoming a ce...
Once upon a time…
SEO
ALGORITHM CHANGES
GOOGLEvolution
2013
SEO
UK
SEO
Celebrated too soon
V
E
N
I
C
Panda Update

#1
Content Quality
Google‘s „Panda-Questions“ (out of 23)

What counts as a high-quality site?

•1.
Would you trust the information
presented...
Panda - Problem of Redundancy and SPAM

Author: „admin“
Link to Wikipedia
„cancer“
(first word in text!)
Pretty short
Panda - Problem of Redundancy and SPAM

Sensitive topic
Google
Integration
Panda - Problem of Redundancy and SPAM

Introduction

Organised
text

Slideshow

STRUCTURE

Author with Name +
Review by d...
Content

2012 - 2013

12/6/2013 ® Searchmetrics Inc. 2013 │

Page 35
Don‘t judge by
first impression
Onpage

Existence of H1

Brands!

12/6/2013 ® Searchmetrics Inc. 2013 │

>78%

Page 37
Small things make a difference

12/6/2013 ® Searchmetrics Inc. 2013 │Page 38
Google‘s „Panda-Questions“ (out of 23)

What counts as a high-quality site?
• 1.
Would you trust the information presented...
Panda - Problem of Redundancy and SPAM

Up to 82,100 results for a
Wikipedia article?

40
Panda - Problem of Redundancy and SPAM

® Searchmetrics GmbH 2013 - Marcus Tober
41
Panda - Problem of Redundancy and SPAM
Panda - Problem of Redundancy and SPAM
Panda - Problem of Redundancy and SPAM

2,740 results on how to get pregnant?
Panda Update: Loser

ehow.com

SEO-Visibility

Panda #2
Panda #25
Good Night ehow.com
All that is qualified by an algorithm…
...Searchmetrics can measure as well
All that is qualified by an algorithm…
Penguin Update

#2
Link Quality
Links

2012

12/6/2013 ® Searchmetrics Inc. 2013 │

Page 50
Links

2013

Anchor Text!

12/6/2013 ® Searchmetrics Inc. 2013 │

Page 51
Links

Much more Backlinks
on foremost Positions!

12/6/2013 ® Searchmetrics Inc. 2013 │

Page 52
Rest In Peace
Links

Brand
Link

Diluted
Anchor

Neutral
Anchor

DO:
www.domain.co.uk

More (Stop)Words

here

in Anchor Text

„Domain“ ...
Penguin Loser UK

holiday-rentals.co.uk

SEO-Visibility

Penguin

Holiday-Rentals.co.uk is a
brand from Homeaway!

12/6/20...
Penguin Loser UK

holiday-rentals.co.uk

SEO-Visibility

Penguin

No fixing of the link profile. They
rebranded to homeawa...
Penguin Loser UK

holiday-rentals.co.uk

New vs Lost Links

Very good Strategy
concerning new
Linkbuilding + Removal
of ba...
Recovered!
Penguin Loser UK

comparethemarket.com

Stuggle to survive

Penguin #1
Penguin #2

12/6/2013 ® Searchmetrics Inc. 2013 │Pa...
People are lazy!
Penguin Loser UK

sunmaster.co.uk

Complete Drop

Penguin #1
Penguin #2

12/6/2013 ® Searchmetrics Inc. 2013 │Page 63
You know this
guy?
With Waldo you will
fight the bad links.
Where is Waldo?
Discover the Honey Pot

# Backlinks Page A

# Backlinks
Page C

# Backlinks
Page B

# Backlinks
Page D
PENALTIES
Penalty Victims

100%
95,3%
67,3%

12/6/2013 ® Searchmetrics Inc. 2013 │Page 70
Penalty Victims

100%

86,0%
62,6%

12/6/2013 ® Searchmetrics Inc. 2013 │Page 71
Penalty Victims

123,0%
100%

54,4%

12/6/2013 ® Searchmetrics Inc. 2013 │Page 72
Penalty Recovery:

interflora.co.uk

Fast Recovery

Penalty

ca. 02/21/2013

12/6/2013 ® Searchmetrics Inc. 2013 │Page 74
Penalty Recovery:
Loser: Week after Penalty

Massive Drop on
Keyword Level

12/6/2013 ® Searchmetrics Inc. 2013 │Page 75

...
Penalty Recovery:

interflora.co.uk

Fast Recovery

Penalty

Recovery

took 7 Months to recover

ca. 02/21/2013

12/6/2013...
WTF did they do??? ….
Penalty Recovery:

interflora.co.uk

Active Link Removal

Source (Discovery): https://twitter.com/EdgySEO

12/6/2013 ® Sea...
Stay focused - get rid of
irrelevant things
Social Graph
Social

2013

12/6/2013 ® Searchmetrics Inc. 2013 │

Page 81
Measure Social Engagement
Click!
Relevant
Content!

World Wide Web
indirect

directly
improves

Relevance

Click!
Social Network Growth
Growth of Signals in %

Absolute # of Signals

Sept. 2013
Value?
Onpage

2012 - 2013

12/6/2013 ® Searchmetrics Inc. 2013 │

Page 93
Onpage

2012 - 2013

12/6/2013 ® Searchmetrics Inc. 2013 │

Page 94
BUT NONE OF THIS MAKES SENSE IF
YOU DO NOT TARGET THE CORRECT
AUDIENCE!

12/6/2013 ® Searchmetrics Inc. 2013 │Page 95
Anticipate from the past brings some insights,
But there will be a growing gap between assumption
and reality
12/6/2013 ® Searchmetrics Inc. 2013 │Page 101
5 Rules
…to deal with…

Google
Updates
#1
#1

Solve real people
problems and make
their lives easier
#2
#2

Engage with the users
#3
#3

Be(come) a brand
Become famous
for your Topic
#4
#4

Get attention
If you think you want to build business
this way…
#5
#5

Don‘t think short-term
It‘s hard to improve to a high level!
The right data.
The right tools.

Searchmetrics Suite
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
Searchmetrics - NOAH13 London
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 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.
  • Searchmetrics - NOAH13 London

    1. 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. 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. 3. Made with Love in Berlin 120 passionate People Innovator in SEO Software since 2007 Follow us twitter.com/searchmetrics facebook.com/Searchmetrics
    4. 4. Searchmetrics – leading vendor of search an social analytics software with international focus If you want to get the deck: marcus@searchmetrics.com
    5. 5. IT IS IN GOOGLES INTEREST TO ONLY SHOW RELEVANT SEARCH RESULTS
    6. 6. History of the Google Index
    7. 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. 8. Once upon a time… SEO
    9. 9. ALGORITHM CHANGES
    10. 10. GOOGLEvolution
    11. 11. 2013 SEO
    12. 12. UK
    13. 13. SEO
    14. 14. Celebrated too soon
    15. 15. V E N I C
    16. 16. Panda Update #1 Content Quality
    17. 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. 18. Panda - Problem of Redundancy and SPAM Author: „admin“ Link to Wikipedia „cancer“ (first word in text!) Pretty short
    19. 19. Panda - Problem of Redundancy and SPAM Sensitive topic Google Integration
    20. 20. Panda - Problem of Redundancy and SPAM Introduction Organised text Slideshow STRUCTURE Author with Name + Review by doctor
    21. 21. Content 2012 - 2013 12/6/2013 ® Searchmetrics Inc. 2013 │ Page 35
    22. 22. Don‘t judge by first impression
    23. 23. Onpage Existence of H1 Brands! 12/6/2013 ® Searchmetrics Inc. 2013 │ >78% Page 37
    24. 24. Small things make a difference 12/6/2013 ® Searchmetrics Inc. 2013 │Page 38
    25. 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. 26. Panda - Problem of Redundancy and SPAM Up to 82,100 results for a Wikipedia article? 40
    27. 27. Panda - Problem of Redundancy and SPAM ® Searchmetrics GmbH 2013 - Marcus Tober 41
    28. 28. Panda - Problem of Redundancy and SPAM
    29. 29. Panda - Problem of Redundancy and SPAM
    30. 30. Panda - Problem of Redundancy and SPAM 2,740 results on how to get pregnant?
    31. 31. Panda Update: Loser ehow.com SEO-Visibility Panda #2 Panda #25
    32. 32. Good Night ehow.com
    33. 33. All that is qualified by an algorithm… ...Searchmetrics can measure as well
    34. 34. All that is qualified by an algorithm…
    35. 35. Penguin Update #2 Link Quality
    36. 36. Links 2012 12/6/2013 ® Searchmetrics Inc. 2013 │ Page 50
    37. 37. Links 2013 Anchor Text! 12/6/2013 ® Searchmetrics Inc. 2013 │ Page 51
    38. 38. Links Much more Backlinks on foremost Positions! 12/6/2013 ® Searchmetrics Inc. 2013 │ Page 52
    39. 39. Rest In Peace
    40. 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. 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. 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. 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. 44. Recovered!
    45. 45. Penguin Loser UK comparethemarket.com Stuggle to survive Penguin #1 Penguin #2 12/6/2013 ® Searchmetrics Inc. 2013 │Page 60
    46. 46. People are lazy!
    47. 47. Penguin Loser UK sunmaster.co.uk Complete Drop Penguin #1 Penguin #2 12/6/2013 ® Searchmetrics Inc. 2013 │Page 63
    48. 48. You know this guy? With Waldo you will fight the bad links.
    49. 49. Where is Waldo?
    50. 50. Discover the Honey Pot # Backlinks Page A # Backlinks Page C # Backlinks Page B # Backlinks Page D
    51. 51. PENALTIES
    52. 52. Penalty Victims 100% 95,3% 67,3% 12/6/2013 ® Searchmetrics Inc. 2013 │Page 70
    53. 53. Penalty Victims 100% 86,0% 62,6% 12/6/2013 ® Searchmetrics Inc. 2013 │Page 71
    54. 54. Penalty Victims 123,0% 100% 54,4% 12/6/2013 ® Searchmetrics Inc. 2013 │Page 72
    55. 55. Penalty Recovery: interflora.co.uk Fast Recovery Penalty ca. 02/21/2013 12/6/2013 ® Searchmetrics Inc. 2013 │Page 74
    56. 56. Penalty Recovery: Loser: Week after Penalty Massive Drop on Keyword Level 12/6/2013 ® Searchmetrics Inc. 2013 │Page 75 interflora.co.uk
    57. 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. 58. WTF did they do??? ….
    59. 59. Penalty Recovery: interflora.co.uk Active Link Removal Source (Discovery): https://twitter.com/EdgySEO 12/6/2013 ® Searchmetrics Inc. 2013 │Page 78
    60. 60. Stay focused - get rid of irrelevant things
    61. 61. Social Graph
    62. 62. Social 2013 12/6/2013 ® Searchmetrics Inc. 2013 │ Page 81
    63. 63. Measure Social Engagement
    64. 64. Click!
    65. 65. Relevant Content! World Wide Web
    66. 66. indirect directly improves Relevance Click!
    67. 67. Social Network Growth Growth of Signals in % Absolute # of Signals Sept. 2013
    68. 68. Value?
    69. 69. Onpage 2012 - 2013 12/6/2013 ® Searchmetrics Inc. 2013 │ Page 93
    70. 70. Onpage 2012 - 2013 12/6/2013 ® Searchmetrics Inc. 2013 │ Page 94
    71. 71. BUT NONE OF THIS MAKES SENSE IF YOU DO NOT TARGET THE CORRECT AUDIENCE! 12/6/2013 ® Searchmetrics Inc. 2013 │Page 95
    72. 72. Anticipate from the past brings some insights, But there will be a growing gap between assumption and reality
    73. 73. 12/6/2013 ® Searchmetrics Inc. 2013 │Page 101
    74. 74. 5 Rules …to deal with… Google Updates
    75. 75. #1
    76. 76. #1 Solve real people problems and make their lives easier
    77. 77. #2
    78. 78. #2 Engage with the users
    79. 79. #3
    80. 80. #3 Be(come) a brand
    81. 81. Become famous for your Topic
    82. 82. #4
    83. 83. #4 Get attention
    84. 84. If you think you want to build business this way…
    85. 85. #5
    86. 86. #5 Don‘t think short-term
    87. 87. It‘s hard to improve to a high level!
    88. 88. The right data. The right tools. Searchmetrics Suite

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