LDD Summer Seminar 2013 - Pandas, Penguins and Search Engines - the update

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Back by popular demand, this workshop will aim to provide an update on the latest changes to the Google algorithm and translate them into simple actions on how your search engine strategy needs to …

Back by popular demand, this workshop will aim to provide an update on the latest changes to the Google algorithm and translate them into simple actions on how your search engine strategy needs to adapt to deliver better results for your website.

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  • Welcome to everyone, thanks for attending
  • Break the workshop op with a 15 minute break to make the whole thing less daunting
  • Source http://en.wikipedia.org/wiki/Social_media
  • Source http://en.wikipedia.org/wiki/Social_media
  • Source http://en.wikipedia.org/wiki/Social_media
  • Source http://en.wikipedia.org/wiki/Social_media
  • Source http://en.wikipedia.org/wiki/Social_media
  • Source http://en.wikipedia.org/wiki/Social_media
  • Explain each briefly, then go on to next slide to explain in more detail
  • Explain each briefly, then go on to next slide to explain in more detail
  • Explain each briefly, then go on to next slide to explain in more detail
  • Explain each briefly, then go on to next slide to explain in more detail
  • Explain each briefly, then go on to next slide to explain in more detail
  • Explain each briefly, then go on to next slide to explain in more detail
  • Explain each briefly, then go on to next slide to explain in more detail
  • Explain each briefly, then go on to next slide to explain in more detail
  • Explain each briefly, then go on to next slide to explain in more detail
  • Explain each briefly, then go on to next slide to explain in more detail

Transcript

  • 1. Welcome Summer Seminar 2013
  • 2. SEO in 2013… and beyond! Andy Headington CEO Adido do digital better @andy_head @adido #letsdodigital
  • 3. agenda • What are Panda & Penguin? • How to beat those pesky Penguins & Pandas! • SEO in 2013 & beyond • The best way to future proof your SEO • Q&A
  • 4. what are P & P
  • 5. what are Penguin & Panda? Google lists the websites you see when searching using an algorithm – a bit of code which looks at a database of stuff (web pages) and returns a list based on criteria set by the programmers. Every time Google updates its algorithm in a major way, it gives it a name.
  • 6. what are Penguin & Panda?
  • 7. what are Penguin & Panda? The Panda update started in 2011 with the aim of devaluing sites which had poor quality content on them. It continues to have many iterations but most of the work here has been done.
  • 8. what are Penguin & Panda? The Penguin update started in 2012 with the aim of devaluing sites which had artificial links linking to them. It continues to have many iterations as it is hard to get it right first time.
  • 9. why do you care?
  • 10. why do you care? = £££
  • 11. how to beat Panda & Penguin
  • 12. ways to beat the panda / penguin What’s in it for me? • Panda • Check your content is unique (www.dupecop.com) • Add new content to your site regularly • Delete / hide ‘thin’ content from the search engines • Don’t copy and paste content from other people!
  • 13. What’s in it for me? • Penguin • Use www.linkdetective.com , www.opensiteexplorer.com or other similar tools, to check your link data • Do your links look natural? • Are they over optimised / all pointing at one page? • Are they of good quality? Would you show this website to your boss? ways to beat the panda / penguin
  • 14. What’s in it for me? • Penguin • Best method is to look at the % of links pointing to you which are optimised v non optimised • Optimised = web design company in Bournemouth • Non optimised = a great business called Adido • You should aim for something like a 80/20 split – what are the top ranking sites %s? Each industry is different ways to beat the panda / penguin
  • 15. SEO in 2013 & beyond
  • 16. Google is on the attack • Google’s mission is to organise the world’s information and make it universally accessible and useful.
  • 17. • Google’s aim is to make money for its shareholders by delivering useful tools to mass markets across the globe • They are an advertising company but… • Longer term they might become a technology / commerce company (Drive, Android, Glass etc…) • Search is just one of the tools they offer which they can monetise – it is not really in their interest to help companies ‘do’ SEO Google is on the attack
  • 18. Google is on the attack
  • 19. • (not provided) is a black hole to the SEO industry! • Thanks to this, our understanding of what is delivering traffic and what isn’t is getting extremely hard (not provided) on the rise
  • 20. YouTube is for Video Sharing video content, upload/view/share Instagram is for Photography Sharing photographic content, snap/style/share Foursquare is for Location Announcements Checking in, loyalty & rewards …and there are many blogs & review sites for leaving opinions & rating products/services/companies.
  • 21. YouTube is for Video Sharing video content, upload/view/share Instagram is for Photography Sharing photographic content, snap/style/share Foursquare is for Location Announcements Checking in, loyalty & rewards …and there are many blogs & review sites for leaving opinions & rating products/services/companies.
  • 22. • SEO is now much more than just 10 blue links – think ‘clickability’ not just rankings • Social plays a huge roll, not only in getting better meta descriptions but… • Also to indicate what ‘relevant’ and ‘quality’ is. • Link signals are easy to manipulate – social signals are much harder
  • 23. what is the solution?
  • 24. #RCS
  • 25. content really is king! Content SEO Social
  • 26. • Good content should be at the heart of everything you do for SEO going forward. • You can not cheat or engineer your way to the top of the SERPs anymore (or if you still can, you won’t be able to soon). • If you have good content, you will earn your links naturally and won’t have to worry about Penguin, Panda, Pinocchio or whatever else comes along. content really is king!
  • 27. make it happen
  • 28. make it happen
  • 29. X XX be choosy!
  • 30. use tools & measure
  • 31. don’t forget the detail
  • 32. summary
  • 33. summary • Search has fundamentally changed and will continue to evolve – we need to view SEO very differently. • To catch up, maintain & stay ahead of the game think content, content, content. • Use social media to help push your content out to people who will want to read it. The best SEOs will cherry pick their targets to optimise their efforts. • Read as much as can about the latest Google changes to find quick wins to help you get one over on the competition.
  • 34. © Adido 2013 Together we can do digital better If you would like more information or to arrange a meeting, please get in touch. +44 (0) 845 260 2343 info@adi.do www.adi.do Adido Dean Park House, 8-10 Dean Park Crescent, Bournemouth, Dorset, BH1 1HL Twitter: @adido