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LDD2012 - Pandas, penguins & search engines
 

LDD2012 - Pandas, penguins & search engines

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Let's Do Digital 2012 - Mischa Weston-Green presents 'Pandas, Penguins & Search Engines'

Let's Do Digital 2012 - Mischa Weston-Green presents 'Pandas, Penguins & Search Engines'

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  • Hello everyone, thanks for signing up to this workshop and indeed coming to the Let’s Do Digital Summit…Today I’m going to talk about the changes that are afoot in Google, how your website can cope with these changes and what you can do as website owners to capitalise on these changes moving forward.Please don’t worry about taking notes today – we’re videoing all these sessions which will be available to you, as well as the presentation and a full set of notes.If you have any questions throughout please write them down as we will have a Q&A at the end of this workshop – if there is anything pressing that prevents you from learning, then obviously please do stop me during!!Before we move on, as you are going to hear me talk about Google predominantly in this talk, I wanted to ask if anyone knows or can have a guess at what search engine market share it has in the UK?About 91%....
  • So when you think of penguins I guess you think of these little fellow right?WRONG!! Really they are evil, scheming animals and hate bad SEO
  • Who’s heard of the Google Penguin Update?…It’s a change Google have made to it’s algorithm (does everyone know what this is? A mathematical equation which edits a situation) to help make more natural rankings and stop search engine optimizers manipulating the rankings which could potentially bring worse rankings in. Google like to change their algorithms a lot and name them after animals – the previous update was the Panda update which focused around websites delivering poor quality content to it’s users
  • So, actually, what I said about them being evil and scheming is not strictly true because Google has only made this update because they want to deliver it’s user better results. The only reason we’re peeved is because there are certain elements of SEO which Adido (and most other agencies) used that are no longer effective. So, what did the Penguin update specifically look at:
  • Spam is defined as – any deliberate human action that is meant to trigger an unjustifiably favourable relevance or importance to a web page when considering the page’s true value.The actual specifics were…
  • So what’s the way forward, how do I battle the Penguin update and win and how do I deal with change and what will SEO mean over the next year or so.
  • Firstly, some tips to safeguard yourself and fall in line with Penguin:Before we do though, I have a tool takeaway to help you analyse your backlinks…
  • Firstly I wanted to make everyone aware of this nifty tool from SEOmoz – by typing in your URL you can get a list of all the backlinks pointing at your website which will help you with what I’m about to talk about.It can also be used to look at your competitor’s links and potentially steal their ideasSo back to the tips…
  • Make sure backlinks aren’t keyword stuffed– who knows what I mean by this? Well when a link is pointed on another website to yours it must have some text acting as the link:
  • If you use a keyword as the text it can look like a deliberate attempt to optimise and manipulate the search engines.We advise using either your brand, www. your domain or something more longtail and natural looking like “Adido do digital marketing”Stay away from geographic anchor texts too like this:
  • Use the longtail version if you must so it looks more natural – the key should be to pick up links naturally anyway so the anchor text should be whatever is natural with regards to that link
  • The other way around this is to get a link (with any anchor) pointing to a geographically optimised page
  • So moving back to ways to combat the Penguin changes – the next plan of action could be to dilute any links that you think may be low quality by building good quality links using natural processes.
  • So back to ways to counteract the Penguin updates, we have the physical removal of dodgy linksIf you still feel the poor links are having an adverse effect on your rankings then you can go about removing links you are suspicious about. This can be done 2 ways; either contact the webmaster/owner of the website OR Google have just released a tool for removing these links, called the Google Disavow Tool:
  • If you are a client of Adido’s, I would like you to not use this tool without consulting us first or we could see good rankings disappear quickly if the wrong links are removed! It could end up with either or both of us tearing our hair out with frustration!!
  • So the last point on how to protect yourself against the penguin update; as I said earlier, the Penguin update will also look at on-site content for quality – the main things to look out for are that could be considered by Google as spammy:Now, I doubt you will have done any of these deliberately and there are more advanced spam techniques which I will not talk about as I would hope your website isn’t involved in that deviousness, so here are the main things to watch for:
  • Keyword stuffing – having too many of the same keyword on a page – whether you are optimising for it or not, Google could penalise you for it.Generally speaking, I wouldn’t worry too much when writing copy as long as it is written natural and for the user, however there is a tool you can use to check stuffing:
  • You can enter any page in to the field and it will tell you the keyword density6-8% is considered the highest you should have for any one keywordIf you a higher you should think about cutting it’s usage down
  • The next point to consider is the internal and external link ratio to content If you have too many it can look suspicious as it quite simply isn’t natural – so have less links on the page
  • Like having optimised anchor texts pointing at your website, you can also get penalised for having optimised anchors pointing at content internally
  • Keyword stuffing isn’t just an issue within content, but overdoing this in title tags, meta tags and header tags can trigger the alarm bells within Google’s penguin algorithmA meta tag is similar but is purely for the search engines and sits in the code and is never seen by the human eyeBy headers I mean literal headers in blocks of text on your websiteHere is an example of a title tag for your to visualise
  • Ideally you need at least 250 words per page to make Google feel the page is worthy of being in it’s index – otherwise it may not index it
  • A lot of the work we do will be perhaps too specialized for your fine selves to help us/your agencies and ultimately your rankings, but there is certainly work you can do to help!
  • Firstly, don’t forget the advice I’ve talked about in this talk, with a special focus on the de-spamming your website section – have a go with some of the tools I’ve shown you!
  • When adding images to the website please name them with words as opposed to image numbers, as they will often to come to you before adding them to the website.The words should reflect not only the image but also the topic of the page they feature on – image names act as another indicator to the search engines as to what to rank your page for
  • Google loves to serve it’s users fresh content – if you have fresh content you will receive better rankings especially on the homepageThere are a number of ways to do this and this leads me to my next point…
  • Adding news the website regularly is vital as it is the easiest way to add fresh website to the website – often this can feed through on to your homepage too or even specific product/services pages too that the piece relates tooKeeping a regular blog will have the same affect and will often be easier to keep up to date because I’m sure some of you here will agree often there is only so much newsworthy items you can post about yourselves whereas blogs can be about anything relating to your industry as well as news 
  • Finally, all pages on your website should have unique content – if they don’t, then you have to think about why are there 2 pages with the same content.Google does not like to rank pages in it’s index with the same content as something else, so for both your users and the rankings make sure all content is unique (and ideally should have how many words on it to rank – I mentioned it earlier??)
  • The more targeted a page is towards a set of keywords the better – if a page is too ambiguous or talks about too many different topics then Google will understandably be confused about what to list the page for in it’s rankingsSo don’t be scared about creating a specific page about a specific topic – this will concentrate the page on a tight set of keywords and also mean your users will land on a targeted page about what they wanted to find
  • As the client, you can always look out for link building opportunities yourselvesAsk business associates/suppliers/customers you do business with if they would be interested in giving you a linkLink back to your website from any social media channels you haveThink about any educational bodies who would be interested in linking to you or accreditations you are a part of.Can anyone think of any other ideas? No, then get thinking!!
  • Finally, always notify your agency if you make any changes on the website whether that’s creating a new page so that we can help optimise it; or changing content on the website which may have undone some key optimisation we have already done…either way, keep us in the loop and we can work together in holy matrimony and achieve top rankings together!!

LDD2012 - Pandas, penguins & search engines LDD2012 - Pandas, penguins & search engines Presentation Transcript

  • Pandas, Penguins & Search Engines
  • Tweet us @adido - #LetsDoDigitalPenguin’s are cute…
  • Tweet us @adido - #LetsDoDigitalPenguin’s are evil!
  • Tweet us @adido - #LetsDoDigitalPenguin Dissection! Panda was a content based change; the Penguin update was predominantly off- site change Low quality & ‘spammy’ links were the focus It has also been speculated on-site spam was looked at
  • Tweet us @adido - #LetsDoDigitalPenguin Dissection! Google works out link profile ratios Majority of backlinks are low quality Majority of backlinks are irrelevant Majority of backlinks are exact match keywords
  • Tweet us @adido - #LetsDoDigitalBattling the Penguin!
  • Tweet us @adido - #LetsDoDigital* Tool Alert *
  • Tweet us @adido - #LetsDoDigital * Tool Alert * Open Site Explorer from SEOmozhttp://www.opensiteexplorer.org/
  • Tweet us @adido - #LetsDoDigitalAdhering with the Penguin!Make sure backlinks aren’t keyword stuffed
  • Tweet us @adido - #LetsDoDigital Adhering with the Penguin! Make sure backlinks aren’t keyword stuffedBest Digital Marketing Agency
  • Tweet us @adido - #LetsDoDigital Adhering with the Penguin! Make sure backlinks aren’t keyword stuffedBest Digital Marketing Agency Links to…
  • Tweet us @adido - #LetsDoDigital Adhering with the Penguin! Make sure backlinks aren’t keyword stuffedBest Digital Marketing Agency Links to…
  • Tweet us @adido - #LetsDoDigitalAdhering with the Penguin!Make sure backlinks aren’t keyword stuffed Digital Marketing Bournemouth
  • Tweet us @adido - #LetsDoDigitalAdhering with the Penguin!Make sure backlinks aren’t keyword stuffed Digital Marketing Bournemouth Digital Marketing in the Bournemouth area
  • Tweet us @adido - #LetsDoDigitalAdhering with the Penguin!Make sure backlinks aren’t keyword stuffed
  • Tweet us @adido - #LetsDoDigitalAdhering with the Penguin!Make sure backlinks aren’t keyword stuffedBuild more quality links to dilute lower qualityones
  • Tweet us @adido - #LetsDoDigitalAdhering with the Penguin!Make sure backlinks aren’t keyword stuffedBuild more quality links to dilute lower quality onesPhysical removal of dodgy links
  • Tweet us @adido - #LetsDoDigital* Tool Alert *
  • Tweet us @adido - #LetsDoDigital * Tool Alert * Google Disavow Toolhttps://www.google.com/webmasters/tools/disavow-links-main
  • Tweet us @adido - #LetsDoDigital* Tool Alert *
  • Tweet us @adido - #LetsDoDigitalAdhering with the Penguin!Make sure backlinks aren’t keyword stuffedBuild more quality links to dilute lower quality onesPhysical removal of dodgy linksRemove any potentially ‘spammy’ on-sitecontent
  • Tweet us @adido - #LetsDoDigitalDealing with On-site Spam!Make sure content isn’t keyword stuffed
  • Tweet us @adido - #LetsDoDigital* Tool Alert *
  • Tweet us @adido - #LetsDoDigital * Tool Alert * Keyword Density Toolhttp://tools.seobook.com/general/keyword-density/
  • Tweet us @adido - #LetsDoDigitalDealing with On-site Spam!Make sure backlinks aren’t keyword stuffedInternal & external link ratio
  • Tweet us @adido - #LetsDoDigitalDealing with On-site Spam!Make sure backlinks aren’t keyword stuffedInternal & external link ratioInternal link anchor text
  • Tweet us @adido - #LetsDoDigitalDealing with On-site Spam!Make sure backlinks aren’t keyword stuffedInternal & external link ratioInternal link anchor textSpammy titles, meta tags and headers
  • Title Tags
  • Tweet us @adido - #LetsDoDigitalDealing with On-site Spam!Make sure backlinks aren’t keyword stuffedInternal & external link ratioInternal link anchor textSpammy titles, meta tags and headersThin content
  • Tweet us @adido - #LetsDoDigitalHow Can You Lend a Hand?
  • Tweet us @adido - #LetsDoDigitalHow Can You Lend a Hand?Adhere to Mischa’s tips and tricks
  • Tweet us @adido - #LetsDoDigitalHow Can You Lend a Hand?Adhere to Mischa’s tips and tricksName images with keywords
  • Tweet us @adido - #LetsDoDigitalHow Can You Lend a Hand?Adhere to Mischa’s tips and tricksName images with keywordsRefresh old content - homepage content inparticular
  • Tweet us @adido - #LetsDoDigitalHow Can You Lend a Hand?Adhere to Mischa’s tips and tricksName images with keywordsRefresh old content - homepage content inparticularRegularly add news & blogs
  • Tweet us @adido - #LetsDoDigitalHow Can You Lend a Hand?Adhere to Mischa’s tips and tricksName images with keywordsRefresh old content - homepage content inparticularRegularly add news & blogs storiesDo not add duplicate content on pages!
  • Tweet us @adido - #LetsDoDigitalHow Can You Lend a Hand?Create specific landing pages to target specifickeywords
  • Tweet us @adido - #LetsDoDigitalHow Can You Lend a Hand?Create specific landing pages to targetspecific keywordsLook out for any organic linkingopportunities
  • Tweet us @adido - #LetsDoDigitalHow Can You Lend a Hand?Create specific landing pages to targetspecific keywordsLook out for any organic linkingopportunitiesNotify us of any changes youmake to the site!!
  • Tweet us @adido - #LetsDoDigitalHoly Matrimony!
  • Tweet us @adido - #LetsDoDigital SummaryBuild natural, relevant backlinks with naturallinking anchor textWrite ‘real’ content and don’t focus onkeywords so muchWork closely with your agency and if youdon’t have one and don’t feel confident, get intouch with one as Google is very critical ofSEO at the moment
  • Thank you! Thank you! Mischa Weston-Green mischa.weston-green@adi.do 0845 304 7115 Tweet us @adido - #LetsDoDigital