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What's New In Search

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Quick 15 minute presentation covering Google's Panda update, using microdata for SEO, social media ranking factors and a tip on using promotional goods for link building. …

Quick 15 minute presentation covering Google's Panda update, using microdata for SEO, social media ranking factors and a tip on using promotional goods for link building.

Delivered at the BTC Group Live event at Wembley Stadium, 12th October 2011.

Published in: Technology, Design
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  • Enterprise Coaching - Be your own boss programme How to market yourself on the internet
  • Enterprise Coaching - Be your own boss programme How to market yourself on the internet
  • Enterprise Coaching - Be your own boss programme How to market yourself on the internet
  • Enterprise Coaching - Be your own boss programme How to market yourself on the internet
  • Enterprise Coaching - Be your own boss programme How to market yourself on the internet
  • Enterprise Coaching - Be your own boss programme How to market yourself on the internet
  • Enterprise Coaching - Be your own boss programme How to market yourself on the internet
  • Enterprise Coaching - Be your own boss programme How to market yourself on the internet
  • Enterprise Coaching - Be your own boss programme How to market yourself on the internet
  • Transcript

    • 1.  
    • 2. Agenda
      • Recent Google Algorithm Changes
      • Microdata
      • Social Media Ranking Factors
      • Using Promotional Goods For SEO
    • 3. Panda Farming
      • “ Designed to reduce rankings for low-quality sites” - Google
      • Algorithmic change – not a blacklist
      • 11.8% of all queries affected
      • Lots of “innocent” sites hit
    • 4. Fixing The Farm
      • Low-quality content on part of a site can affect rankings for the whole site
      • Evaluate your pages for signals of low quality:
        • Not enough content on pages
        • Poorly-written content (grammar, spelling, readability)
        • Content copied from other sites
        • Content that isn’t useful
      • Redirect or delete these pages
    • 5. Fixing The Farm
        • Too many ads above the fold
        • User Engagement:
          • External links to internal pages
          • Socially-shared pages
        • Check Analytics for signs:
          • Pages with search traffic drops
          • High bounce rate from search traffic
        • Google’s guidance: http://bit.ly/pandagoogle
    • 6. Penalised Page Example
    • 7. Panda In The Food Chain
      • Links from penalised sites are likely to be less valuable
      • Article marketing now has to be questioned as an SEO tactic
      • Can be replaced with guest blogging/articles on unaffected sites
        • Likely to mean higher-quality writing required
    • 8. Paid Link Punishments
      • JC Penney, Overstock, Forbes, Beatthatquote.com outed & punished
      • Outed by the media – not an algorithm
      • Demonstrates the risk, benefits, widespread nature & difficulty for Google
      • Sites back in search results after 90 days
      • Unlikely to go away any time soon
    • 9. Exact Match Domains Next?
      • “… we have been thinking about… turning the knob down within the algorithm, so that… it wouldn’t necessarily help you as much to have a domain name with a bunch of keywords in it.” – Matt Cutts
      • No longer able to rely on keywords in domains
      • Favours brands more than ever before
    • 10. Schema.org - Microdata
      • Mark up for content, e.g. reviews, products, events (microdata)
      • Can help you get listed for relevant searches
      • Produces “rich snippets” – better for CTRs
      • Covers all three major search engines
      • Likely to lead to users spending more time on search engines, less visiting sites in the long term
      • www.schema.org
    • 11. Microdata Usage Example
    • 12. Social Media Ranking Factors
      • In December 2010, all the major search engines confirmed that they are using “social signals” in their ranking algorithms
      • Not yet clear what the signals are; likely to be:
        • Amount of sharing (Likes, Tweets etc.)
        • “ Authority” accounts likely to carry more weight (follower:followed ratio?)
    • 13. Social Network Recommendations
    • 14. Google +1 Button
      • Adds a “+1” button to search results (including ads) & websites
      • Users need to be logged in to Google
      • Used in the ranking algorithm
      • Shows searchers who in their network has “+1’d” a page
          • Aggregate number of +1s if none in their network
    • 15. Google +1 Button
      • Uses your Google Profile connections (Gmail contacts, Talk, Reader, Buzz)
        • See http://profiles.google.com
        • Will add third-party connections, e.g. Twitter
      • Will appear in YouTube searches too
      • Get the button for your website here:
        • google.com/webmasters/+1/button/index.html
    • 16. Social Media Signals For SEO
      • Quality, fresh content leads to sharing
        • Compelling offers, news, information
      • Regularly shared by others
      • Your own ever-growing social network
      • Self-promotion best done by adding value
    • 17. Using Promotion Items For SEO
      • Include website addresses on all promotional items
      • Run giveaways or competitions to win branded goods in return for links
      • Use promotional items as incentives for social media engagement
        • Competitions on Twitter (follow or Tweet us)
        • Rewards for Liking on Facebook
    • 18. Questions?
      • www.boom-online.co.uk
      • 0845 474 0974
      • Twitter: @boomweb

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