The document discusses how search engine algorithms like Google's Penguin and Panda updates target thin or low-quality content and links. It also explores how social media and engagement metrics may become more important ranking signals. Key points include focusing on high-quality, shareable content; building quality backlinks through outreach; analyzing page-level metrics like author rank and social signals instead of just domain metrics; and creating a strategic, holistic campaign to stay ahead of algorithm changes. The takeaways emphasize earning links through good content and relationships rather than buying links, as well as client education on the value of a long-term approach.

7. Source: http://internetretailing.net/2012/08/childrens-furniture-company-closes-down-in-the-wake-of-googles-penguin-update/

8. Source: https://twitter.com/rishil/status/225551802903441408
Source: https://twitter.com/jane_copland/status/225528790955212800
Source: http://www.seobook.com/curious-case-small-business-and-seo

9. Source: http://internetretailing.net/2012/10/childrens-furniture-company-relaunches-under-new-ownership/

10. WHAT ARE
PEOPLE DOING
NOW?

11. Panda identifies thin/weak content
and penalises you for publishing it

12. Source: http://searchengineland.com/google-panda-two-years-later-losers-still-losing-one-real-recovery-149491?utm_source=feedburner&utm_medium=feed&utm_campaign=feed-main

13. Image Credit: http://01100111011001010110010101101011.co.uk/2012/06/seo-merchandise/

14. Penguin penalises you for thin/weak
content which links to you

15. Credit to @SEOAware: http://pinterest.com/pin/175570085444092583/

16. Image Credit: http://01100111011001010110010101101011.co.uk/2012/06/seo-merchandise/

17. Image Credit: http://01100111011001010110010101101011.co.uk/2012/06/seo-merchandise/

19. SOME PEOPLE THINK GOOGLE IS SAYING THIS…
Credit to @SEOAware: http://pinterest.com/pin/175570085444092583/

20. …BECAUSE OF STATEMENTS LIKE THIS

21. SOME PEOPLE THINK GOOGLE IS SAYING THIS…
Image Credit: http://seomemes.com/

22. SIMPLY BECAUSE IT SAYS SO IN THEIR GUIDELINES
Source Credit: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=40349

23. SOME PEOPLE BELIEVE GOOGLE IS HEADING
TOWARDS SOCIAL AS A SIGNAL
Source Credit: http://www.slideshare.net/kevgibbo
Source Credit: http://www.seobook.com/engagement-marketing
Source Credit: http://www.lynetteradio.com/2013/the-new-seo-social-engagement-optimization

24. BECAUSE THIS GUY IS SAYING IT!
Source Credit: http://www.youtube.com/watch?v=2jYJV9zHy04
Cool To Read: http://www.brafton.com/news/qa-with-matt-cutts-at-ses-san-francisco-social-reputability-for-seo-traffic-cannibalization-and-the-promise-of-transparency-from-google
Cool To Read : http://www.searchenginenews.com/blog/entry/matt-cutts-view-on-the-importance-of-social-signals-in-the-future-the-power#.UStRTDDlFXU

25. SOME PEOPLE BELIEVE GOOGLE ARE ALL ABOUT THE MONEY
SO LET’S F*CK SEO!
Image Credit: http://01100111011001010110010101101011.co.uk/2012/04/matt-cutts-masterplan

26. BECAUSE WITH SERPS LIKE THIS WHO COULD BLAME THEM?
PAID PAID
RESULTS RESULTS

27. WHAT
HAPPENED
TWO WEEKS
AGO?!?!

29. More information here: http://www.searchmetrics.com/en/

30. WHICH BROUGHT OUT THE SEO DETECTIVES

31. WHAT DID THEY FIND?

32. OVERDOING
GUEST POSTS?
More information here: http://martinmacdonald.net/interflora-seo-penalty/

33. LINK NETWORK?
More information here: http://www.irishwonder.com/blog/2013/02/22/so-who-got-interflora-penalised/

34. YEAH, BUT
ALSO……
Other Good Read: http://www.linkresearchtools.com/case-studies/interflora-penalty/

35. ADVERTORIALS

36. Source Credit: http://www.davidnaylor.co.uk/interflora-what-really-happened.html
Credit to - @anthonyshapley & Team

37. WERE THEY
RIGHT?

38. PRETTY MUCH EVEN THIS GUY SAID SO…..
Source Credit: https://twitter.com/mattcutts

39. Source Credit: https://twitter.com/mattcutts

40. PAID LINKS THAT
PURPOSEFULLY PASS
PAGERANK

41. DON’T TAKE
THE PISS WITH
GOOGLE!

42. SO WHAT NOW?

44. ………NEXT UPDATE?

45. WE’VE HAD THE PANDA UPDATE...

46. THE PENGUIN UPDATE....

47. THE PAK HOU UPDATE!

48. BUT SERIOUSLY....

49. LET’S THINK LIKE GOOGLE…..

50. GOOGLE ALREADY TOLD US:
- PANDA – SH*T CONTENT
- PENGUIN – SH*T LINKS
- AGENT RANK – WHO LINKS TO WHO
ESSENTIALLY GOOGLE IS TRYING TO FUTURE PROOF
THEIR SEARCH ENGINE FROM SPAMMERS

51. STAYING AHEAD OF THE GAME

52. WELCOME
PAGE METRIC RANK –
2013 & BEYOND

53. PAGE METRIC RANK:
1) SOCIAL SIGNALS
2) LINK SIGNALS

54. SOCIAL METRICS:
- FACEBOOK
- TWITTER
- GOOGLE PLUS
- LINKEDIN
- PINTEREST
- STUMBLES

55. THIS WILL NEVER HAPPEN ON MASHABLE…
Source Credit: http://mashable.com/2013/02/23/online-campaign-homeless-ring/

56. Source Credit: http://mashable.com/2011/09/30/twitter-history-infographic/

57. Source Credit: http://mashable.com/2012/07/13/nomophobia-infographic/

58. Source Credit: http://mashable.com/2012/07/13/nomophobia-infographic/
Source Credit: http://mashable.com/2012/07/30/how-much-would-it-cost-to-be-batman/

59. HOW DO WE MEASURE
HUMAN INTERACTIONS?

60. HELLO #SOCIALCRAWLYTICS
Source: http://socialcrawlytics.com

61. Original Data from: http://socialcrawlytics.com

62. Original Data from: http://socialcrawlytics.com

63. 100000
120000
140000
20000
40000
60000
80000
0
/2011/01/28/text-messaging-comic/
/2013/02/20/wearing-google-glass/
/2010/12/14/new-facebook-profile-hacks/
/2011/09/14/htc-sensation-xe/
/2013/02/11/grammy-gifs-memes/
/2013/02/11/helicopter-crash-top-gear-…
/sgs/
/2013/02/11/taylor-swift-gets-death-…
/2011/09/30/facebook-too-complicated/
/2013/02/04/unicorn-accessories/
/2011/09/22/facebook-f8-live-video/
/2011/05/29/foursquare-marketing-…
/2011/05/20/social-media-resumes/
Original Data from: http://socialcrawlytics.com
/2011/02/22/facebook-scam-southwest/
/2012/10/03/kitchen-aid-obama-dead-…
/2011/09/29/hipmunk-android-app/
/2011/12/01/electronics-spending-…
/2012/07/06/internet-human-right/
/2013/01/21/rumor-apple-to-launch-an-…
/2011/05/26/google-mobile-payment-…
/2010/10/06/new-twitter-background-…
/2011/06/22/klout-gate/
/2011/03/04/qr-codes-infographic/
/2010/09/13/future-social-media-…
/2010/07/28/social-media-productivity/
/2012/06/05/the-internet-changes-…
/2013/01/05/hashtag-word-of-year/
/2011/04/21/facebook-like-button-one/
/2013/01/28/google-government-data/
/2011/01/05/homeless-man-golden-voice/
/2011/09/05/groupon-tuition-deal/
/2011/06/03/mi6-hacks-al-qaeda/
/2009/10/27/social-media-roi/
/2011/07/02/myspace-tom-google/
/2011/02/04/design-facebook-landing-…
/2012/02/28/ipad-3-event/
/2011/11/06/justin-bieber-infographic/
/2011/01/10/facebook-places-campaigns/
TOTAL CONTENT SOCIAL SHARES FROM 300 URLS
/2011/01/31/google-twitter-egypt-call-…
/2011/01/17/banksy-identity-ebay/
/2012/04/13/netflix-unlimited-vacation/
/2011/07/05/ipad-web-traffic/
/2013/02/16/working-from-home/
/2012/10/29/google-crisis-map-…
/2010/12/24/more-new-facebook-…
/2011/04/01/youtube-marketing-tips/
/2013/01/26/instagram-facebook-id/
/2013/02/18/19-clicks-internet/
/2012/06/05/facebook-engagement/
/2011/09/20/facebook-news-feed-revamp/

64. Client Social Media Metrics
- Upper Quartiles – 7648 TOTAL SOCIAL SHARES
- Median Quartiles – 5490 TOTAL SOCIAL SHARES
- Lower Quartiles – 4601 TOTAL SOCIAL SHARES
- Extreme Anomalies
- Best - 130416 TOTAL SOCIAL SHARES
- Worst - 3897 TOTAL SOCIAL SHARES
Original Data from: http://socialcrawlytics.com

65. Client Social Media Metrics
- Upper Quartiles – 7648 TOTAL SOCIAL SHARES
- Median Quartiles – 5490 TOTAL SOCIAL SHARES
- Lower Quartiles – 4601 TOTAL SOCIAL SHARES
- Extreme Anomalies
- Best - 130416 TOTAL SOCIAL SHARES
- Worst - 3897 TOTAL SOCIAL SHARES
Original Data from: http://socialcrawlytics.com

66. Client Social Media Metrics
THIS ESSENTIALLY
SHOWS YOU HOW TO
BENCH MARK YOUR
SOCIAL METRIC FIGURES
WITH WHATS GOING
ONSITE
Original Data from: http://socialcrawlytics.com

67. Client Social Media Metrics
TOTAL = 8,842
TOTAL = 2275
Original Data from: http://socialcrawlytics.com

68. PAGE METRICS:
- AUTHOR
- LINK METRICS
- PAGE RANK
- DOMAIN AUTHORITY
- CITATION & TRUST FLOW
- LINK RELEVANCE
- REFERRING DOMAINS
- CITATION LINKS
- CO CITATION LINKS

69. WHO links to you could be more important
than WHERE it’s from
Source Credit: http://www.recommendedusers.com/authors-writers/

70. THE QUALITY OF THE ORIGINAL DOMAIN
- METRICS
- PAGERANK
- DOMAIN AUTHORITY
- CITATION & TRUST FLOW
- LINK RELEVANCE
- IP ADDRESS
- EXTERNAL VS INTERNAL LINKS

71. NUMBER OF CITATION LINKS FROM REFERRING
URL

72. 100
200
400
500
600
700
800
900
300
0
http://www.seomoz.org/blog/t…
http://www.seomoz.org/blog/f…
http://www.seomoz.org/blog/g…
http://www.seomoz.org/blog/p…
http://www.seomoz.org/blog/g…
http://www.seomoz.org/blog/g…
http://www.seomoz.org/blog/a…
http://www.seomoz.org/blog/ti…
http://www.seomoz.org/blog/…
http://www.seomoz.org/blog/…
http://www.seomoz.org/blog/g…
http://www.seomoz.org/blog/d…
http://www.seomoz.org/blog/1…
http://www.seomoz.org/blog/1…
http://www.seomoz.org/blog/7…
http://www.seomoz.org/blog/q…
http://www.seomoz.org/blog/s…
http://www.seomoz.org/blog/g…
http://www.seomoz.org/blog/n…
URL
http://www.seomoz.org/blog/…
http://www.seomoz.org/blog/…
http://www.seomoz.org/blog/d…
http://www.seomoz.org/blog/7…
http://www.seomoz.org/blog/a…
http://www.seomoz.org/blog/s…
http://www.seomoz.org/blog/a…
http://www.seomoz.org/blog/s…
http://www.seomoz.org/blog/g…
http://www.seomoz.org/dp/bl…
http://www.seomoz.org/blog/d…
http://www.seomoz.org/blog/a…
http://www.seomoz.org/blog/t…
SEOMOZ REFERRING DOMAINS – TOP 100 BLOG POSTS
http://www.seomoz.org/blog/h…
ExtUniqueIPs
NUMBER OF CITATION LINKS FROM REFERRING

73. NUMBER OF CITATION LINKS FROM REFERRING
URL
SEOMOZ TOP 100 URL REFERRING UNIQUE DOMAINS
- Upper Quartiles – 183 UNIQUE REFERRING
DOMAINS
- Median Quartiles – 93 UNIQUE REFERRING
DOMAINS
- Lower Quartiles – 60 UNIQUE REFERRING
DOMAINS
- RANGE
- UPPER - 812
- LOWER - 37

74. NUMBER OF CO-CITATION LINKS

75. NUMBER OF CO-CITATION LINKS GENERRATED
FROM REFERRING URL
Source Credit: http://vysibility.com/dump-the-anchor-text-start-focusing-on-co-citations/
Further Reading: : http://searchenginewatch.com/article/2251195/What-is-SEO-Cocitation

77. HOW DO WE TRACK CO CITATIONS?

78. TRACKING CO-CITATIONS IDEA 1
Source Credit : http://vysibility.com/dump-the-anchor-text-start-focusing-on-co-citations/

79. TRACKING CO-CITATIONS IDEA 2

80. THE RESULTS……
Source Credit: http://www.slideshare.net/kevgibbo

81. CREATE A SCALABLE CONTENT STRATEGY TO FOCUS ON
“QUALITY NOT QUANTITY”
Content types include:
• Infographics
• Infograms
• In-Depth Articles/Blog Posts
• Videos
• Kinetic Typography
• Interactive Infographics
• HTML5 content
• Quizzes
• Microsites/Communities
• Events

82. 7 TIPS & TOOLS
TO MAKE YOUR LIFE BETTER

83. INSPIRATION & IDEATION

84. Website : http://www.theideaswap.com/
Source Credit @chriswinfield

85. Website : http://bottlenose.com/search
Source Credit @chriswinfield

86. RESEARCH & COLLABORATION

87. Source Credit http://www.blueglass.com/blog/agile-marketing-with-google-reader/

88. Source Credit : http://www.blueglass.com/blog/agile-marketing-with-google-reader/

89. OUTREACH & ENGAGEMENT

90. Source Credit : http://seogadget.com/content-strategy-generator-tool-v2-update/

91. RELATED:SITE.COM

92. TOPICAL BLOGS

94. KEY TAKEAWAYS
- Links Need To Be Earned Not Just Bought
- Work with your target market
- Journalists
- Bloggers
- Media Outlets

95. KEY TAKEAWAYS
- Think strategically and look at the
bigger picture

96. KEY TAKEAWAYS
- Client Education
- Value of Campaign
- Bigger Picture

97. KEY TAKEAWAYS
Page Metrics Could Be >
Than Domain Metrics

98. KEY TAKEAWAYS
Analyse:
- Human Engagement
- Social Engagement Levels
- Bench Marking Existing Sticky Content
- Link Metrics:
- Average Link to a new page
- Measure Co-Citations

99. IMPORTANCE OF AUTHOR RANK & SOCIAL

100. HIGH QUALITY CONTENT

101. WORKING TOWARDS A HOLISTIC CAMPAIGN

102. And keep working on
educating your clients……….