KelvinNewman

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KelvinNewman

  1. 1. 23.09.2011Trends, Developments and Best Practice in Search Marketing Best Internet 2011 Kelvin Newman @kelvinnewman 1
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  13. 13. 23.09.2011Google Panda Text 39 13
  14. 14. 23.09.2011hit content farms 40 “An algorithmic improvement designed to help people find more high-quality sites in search” Amit Singhal Panda TimelineFeb 24th May 10th July 23rdPanda 1.0 Panda 2.0 Panda 2.1 Panda 2.2 Panda 2.3 April 11th June 16th 14
  15. 15. 23.09.2011 Search Metrics “Reviewcentre.com is in absolute numbers the biggest loser” Search MetricsPanda Theories • User Metrics –Aggressive ads –Poor Site Design • Weak Content Panda Effect • Sitewide penalty –All pages effected –EXCEPT forum pages • Short-tail, generic KWs hit hardest • “Review” KWs not hit 15
  16. 16. 23.09.2011 Panda EffectGoogle UK trafficKWs Including “review”KWs Excluding “review” What Did ReviewCentre Do? • Site Redesign • Decreased Ad Density • Improved Social Sharing • Noindexed Weak Content • Removed Duplicate Content Old Website Design 16
  17. 17. 23.09.2011 New Website Design Noindex• “In cases like this, Google’s Maile Ohye recommended using a <meta name=robots content=noindex> …until they have unique and high-quality content on them.” 17
  18. 18. 23.09.2011 Removed Duplicate Content The Panda Cycle Google 4 weeks Crawls 6 weeks Changes Google Make~4 months Reruns Changes Panda 5 weeks Results • Went live on the 25th May • July 27th reverted to previous Adsense layout • We’ve seen no reversal of Panda 18
  19. 19. 23.09.2011 23 Questions of DoomWould you trustthe information Is this article writtenpresented in this by an expert…, or isarticle? it more shallow inDoes this article have nature? the article Wasspelling, stylistic, or factual edited well?errors? How much quality control is done on content? Is the content mass-produced by or outsourced to a large number of creators? 19
  20. 20. 23.09.2011 Cumulative Panda TheoryPanda Score Websites Cumulative Panda Theory Would you trust the information presented in this article?Panda Score Websites Cumulative Panda Theory Was the article edited well?Panda Score Websites 20
  21. 21. 23.09.2011 Cumulative Panda TheoryWould you recognize this site as an authoritative source when mentioned by name? Panda Score Websites Some Great Ways to Build Links Surveys 21
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  25. 25. 23.09.2011Universities 25
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  29. 29. 23.09.2011Podcasting 29
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  32. 32. 23.09.2011 PPC Trends Search Engine Results Pages 1 Paid 4 3 Non Paid 9Over 50% of the SERP “real estate” is paid search Super Sizing Your PPC Advert FREE Advert Extensions Ad Sitelinks •Product Extensions •Google Places 32
  33. 33. 23.09.2011 Ad Sitelinks Up to 4 additional deep links in to your site. Increases visibility• Makes advert more relevant to the searcher• Increases click through rate• Increases conversion rate Product Extension Linked to Google Merchant Centre Only displays Products available • High click through rate • Better quality of traffic • More likely to convert Product Extension 33
  34. 34. 23.09.2011 Location ExtensionLinked to Google Places Optimised for SEOHigher Visibility Better quality of traffic 34

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