Google updates 2011-2012

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Gael Breton from <a>Higher Click</a> presents the latest Google changes and how you can take advantage of them

Gael Breton from <a>Higher Click</a> presents the latest Google changes and how you can take advantage of them

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  • 1. SEO IN 2012GAEL BRETONCO-FOUNDER HIGHERCLICK.COM@GAELBRETON
  • 2. GOOGLE’S STRATEGYIt seems that now google’s down working on their logo, they decided to start focusing on improving search again since 2011
  • 3. STEP 1 – PANDA ATTACKName: PandaType: OnpagePenalty: yes site wideTarget: thin, low quality, ads filedsitesMetrics: user engagementRefresh: monthly% of results changed: over 12%The panda update was rolled out on feb 23 2011 aiming to weed out low quality sites from the top search results by applying a sitewide penalty to them.
  • 4. TAKING ADVANTAGE OF PANDA • Big keyword’s top results have been wiped out, opening opportunities for high quality sites. • Clean up your website or noindex the thin content • Redesign your user experience to improve bounce rate/time on page… • Work on user generated content • Use social as a benchmark (if it works on social the UX is great)Rethink your site content and UX,is it something people truly want? How can you make it better?
  • 5. PANDA TOOLS AND TIPS • Replicate the panda questionaire and use Mturk to crowdsource answers : seomoz blog post • Crawl your site for duplicate content and make it unique : copyscape and screaming frogRethink your site content and UX,is it something people truly want? How can you make it better?
  • 6. RICH SNIPETS: SCHEMA.ORG More info presented on serps • Ratings • Authorship • Flight times • Item prices • Video preview • Cooking ingredients • …Google’s result pages went from a list of 10 blue links to media rich pages where you get a much better idea of the content you’re going to find once you click through.
  • 7. TAKING ADVANTAGE OF SCHEMAFor the full list, go on schema.org and see what uses of micro data you can make to drive more traffic to your site right now.
  • 8. SCHEMA TIPS AND TOOLS• Google rich snippets tool• Google guidelines on rich snippets• Rich snippets examples blog postFor the full list, go on schema.org and see what uses of micro data you can make to drive more traffic to your site right now.
  • 9. GOOGLE +1 AND GOOGLE PLUSIt may look like a ghost town now but it’s the fastest growing social network ever
  • 10. GOOGLE +1 AND GOOGLE PLUS And Google is biased to change my results heavily based on it.
  • 11. G+ WHAT GOOGLE WANTS OFF ITIncreased user demographic and psychographic knowledge to serve more relevant content and ads in search and therefore make more $$$.
  • 12. TAKING ADVANTAGE OF G+1. Create your business page and make it look good2. Embed the +1 button and circle box on your site3. Share exclusive content on your page4. Organize hangouts with customers giving them tips, rebates, and encouraging them to interact with your google plus page5. Promote your google plus page from facebook and twitter if you have powerful accounts6. Use findpeopleonplus.com to connect with people that may be part of your community 1- create your g+ page and make it cool
  • 13. G+ TIPS AND TOOLS • Create your google+ page • Add the +1 button to your pages • Embedable badge for visitors to circle your company • Tactics for early G+ adopters • Higher Click’s Google+ PageIncreased user demographic and psychographic knowledge to serve more relevant content and ads in search and therefore make more $$$.
  • 14. THE REAL OF (NOT PROVIDED)• Dismisses content optimization attempts• Prevents CRO to work together with SEO• Prevents traffic analysis• Hated by SEOsGoogle to “protect” its users installing https by default on every domain and encrypting the data of logged in users (but only for organic..)
  • 15. (NOT PROVIDED) LANDING PAGEANALYSIS Breaking down your not provided traffic per page will give you a decent idea of the keywords the traffic is coming from and conversion likelihood.
  • 16. (NOT PROVIDED) TIPSAND TOOLS• Understanding your (not provided) traffic• Notprovided.com tips• Advanced segments to slice your data more efficiently
  • 17. FRESHNESS UPDATE • Aims to give more time relevant information for generic queries • Impacted 35% of search results • Big boost for sites with an ongoing content strategyUsers don’t just want information, they want time relevant information. Businesses that do that get rewarded by Google.
  • 18. FRESHNESS UPDATENew sites overtake huge authorities due to content freshness. You can now outrank massive newspaper if their info are not up to date.
  • 19. TAKING ADVANTAGE OF FRESHNESS 1. Identify keywords with aging content ranking on top in your industry 2. Create a great up to date piece of content for your website 3. Find people linking to the older pieces of content with ahrefs or opensiteexplorer 4. Outreach to them telling them you’re going to release something more accurate and have them commit to redirect their link to your new piece and share it on social 5. Enjoy the rankings and traffic ;)New sites overtake huge authorities due to content freshness. You can now outrank massive newspaper if their info are not up to date.
  • 20. TIPS AND TOOLS FOR FRESHNESS• Opensiteexplorer and ahrefs for backlink analysis• Inboundwriter for LSI optimisation• Your brain and creativity for awesome content ;)New sites overtake huge authorities due to content freshness. You can now outrank massive newspaper if their info are not up to date.
  • 21. PAGE LAYOUT ALGORITHM• Penalizing websites with too many ads above the fold• Can mistarget websites with large headers• Has no notification in webmasters tools.• Is very suggestive Google decided they’d be the only ones allowed to fill your screen with ads when you open a page ;).
  • 22. VENICE UPDATE• Aims to localize results for broad keywords• Is different from google places• Allows local businesses to gain more visibility and traffic• Allows more people to rank for high traffic keyword• Maintains national/international authorities to the topThe Venice update aims to show local results for broad keywords based on your ip and location. Local businesses are the winners of this update.
  • 23. VENICE UPDATEThe top results remain the same nationally while the lower end of page 1 shows very local results for a broad keyword such as “SEO”
  • 24. TAKING ADVANTAGE OF VENICEYou can now start to aim for broader 1 word keyword in your area and show up for them despite the competition
  • 25. TAKING ADVANTAGE OF VENICEMaking your link profile local is also a great way to indicate google you should rank in your area.
  • 26. VENICE TOOLS AND TRICKSHcard creatorGeo sitemap generator
  • 27. OVEROPTIMISATION & LINK NETWORKS ENDED• Link networks have been massively deindexed• Overoptimized pages receive a -10 to -50 penalty• Not enough anchor variation or links from bad neighbourhoods are likely to get your site flagged• It is strongly advised to remove any kind of “dodgy” links you may have to your site before that happens. Google decided to crack down on “Grey” SEO in the past few weeks
  • 28. THAT’S ALL FOLKSGAEL BRETONCO-FOUNDER HIGHERCLICK.COM@GAELBRETON