New SEO Strategy for 2014
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New SEO Strategy for 2014

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This presentation was done by Raaj Paatkar at Mumbai SEO & SMM Meetup on March 30, 2014. It covers SEO strategies to rank in Google in face of punishing Google updates like Panda, Penguin and ...

This presentation was done by Raaj Paatkar at Mumbai SEO & SMM Meetup on March 30, 2014. It covers SEO strategies to rank in Google in face of punishing Google updates like Panda, Penguin and Hummingbird.

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New SEO Strategy for 2014 New SEO Strategy for 2014 Presentation Transcript

  • New SEO Strategies for 2014 • What has changed in Google? Why? • What works in 2014? • What doesn’t work? • Tools to aid SEO efforts in 2014
  • Search Engine Manipulation| in the Past (Keyword Stuffing)
  • Keyword Stuffing - Spamming
  • SEO in Early Days of Google • On Page SEO (Keyword Stuffing) • Off Page SEO (Links from other Websites to our website. PageRank played major role) • (Link Exchange, Directory Submission)
  • Ranking Algorithm of Modern Search Engines
  • SE Ranking Factors Simplified • On Page SEO (Text Content of Webpages) • Off Page SEO (Links from other Websites to our website. PageRank, TrustRank plays role) • Social Signals (Social Shares, Likes, Comments etc from Social Media Sites )
  • Impact of Recent Google Updates
  • Panda, Penguin, Hummingbird …. Google Algorithm Updates
  • Google Panda • Google Panda is a change to Google's search results ranking algorithm that was first released in February 2011. • The change aimed to lower the rank of low-quality sites, thin sites and content farms, and return higher- quality sites near the top of the search results.
  • What Google Panda Targets? • Design and User Experience • Content Quality • Website Usage Metrics (Bounce Rate, Time spent on Site etc) • Panda Update affected Rankings of Entire Site
  • Surviving Google Panda • Fast loading Website • Improve Website Design - Usability • Reduce Bounce Rate by Removing Duplicate pages • Identify thin content and fix it by adding text content, pictures and videos
  • Surviving Google Panda • Get rid of Unintentional Duplicate Content (Categories, Tags, Archives, WWW and non-WWW) • Install Integrated Blog on Your Domain
  • What Kind of Content Does Google Panda Like? • Relevant (On the topic) • Unique (Original) • Useful (Offering Value to the reader) • Engaging (Bounce Rate & Time Spent ) • Fresh (Regularly updated) • Accurate - No deceiving text content • No Automated Content, Hidden Text
  • Tools to Combat Google Panda • Google Search Operators (site, intitle, inurl) • Screaming Frog SEO Spider Tool (Finds duplicate content on all indexed pages) • Plagspotter.com Copyscape.com (Internal & External Duplicate Content ) • DupeFree Pro (Aids in writing unique content) • Google Page Speed Test Tool
  • Google Penguin • Google Penguin is a change to Google's search results ranking algorithm that was first released in April 2012. • The change aimed to lower the rank of web sites that went for Web Spam and Unnatural link schemes (artificial link building).
  • What is Web Spam? • Over Optimized Exact Match Anchor Text • Overuse of Exact Match Domains • Low Quality Article Marketing / Blog Networks, Comment Spam • Keyword Stuffing in Backlinks • Links from Irrelevant Websites • Links from low quality Websites
  • What Kind of Links Does Google Penguin Like? • From Relevant Sites (On the topic) • Natural (Varied Anchor Text) • High PageRank Websites (Links from authority websites) • No anchor text spamming • No links from blog networks
  • Surviving Google Penguin / Negative SEO • Analyze your Backlink Profile • Identify Bad Links • Get Bad / Low Quality Links Removed • Vary anchor text (long tail, url, click here) • Wait and Disavow bad links using Google Disavow Webmaster Tool • Submit Reconsideration Request to Google • Build only High Quality Links, Maintain Link Velocity and Review Periodically
  • Tools to Combat Google Penguin • Backlink Research Tools • Google and Bing Webmaster Tools • MajesticSEO, Ahrefs.com • Moz.com/tools • LinkDetox (Identifies bad links) • Panguin - http://www.barracuda- digital.co.uk/panguin-tool/ • These tools also help in Competitve Backlink Analysis
  • Google Hummingbird • Google Hummingbird is a change to Google's search results ranking algorithm that was first released in September 2013. • The change is designed to better focus on the meaning behind the words and yield better search results. Targets mobile search.
  • Surviving Google Hummingbird • Responsive Website Design (Mobile Friendly) • Incorporating LSI Content • Incorporating Content in form of Questions and Answers ( Conversational Search)
  • Other Techniques • Use interactive content (Quizes) • Incorporate Structured Data, Rich Snippets (schema.org) • User Generated Content like Reviews • Build Citations (NAP) – e.g. Yelp • Build Keyword Rich Custom Pages
  • Conclusion • Basic SEO still works • SEO is expanding and overlapping with Content Marketing and Social Media Marketing • Google is trying to shut down Linkbuilding but they reward Link Earning (Natural Links) • Google is looking at user interactions on your website – need to improve user experience • Social Signals will play important role in SEO