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 Hummingbird.

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New SEO Strategy for 2014

  1. 1. 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
  2. 2. Search Engine Manipulation| in the Past (Keyword Stuffing)
  3. 3. Keyword Stuffing - Spamming
  4. 4. 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)
  5. 5. Ranking Algorithm of Modern Search Engines
  6. 6. 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 )
  7. 7. Impact of Recent Google Updates
  8. 8. Panda, Penguin, Hummingbird …. Google Algorithm Updates
  9. 9. 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.
  10. 10. 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
  11. 11. 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
  12. 12. Surviving Google Panda • Get rid of Unintentional Duplicate Content (Categories, Tags, Archives, WWW and non-WWW) • Install Integrated Blog on Your Domain
  13. 13. 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
  14. 14. 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
  15. 15. 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).
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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.
  21. 21. Surviving Google Hummingbird • Responsive Website Design (Mobile Friendly) • Incorporating LSI Content • Incorporating Content in form of Questions and Answers ( Conversational Search)
  22. 22. 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
  23. 23. 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

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