Snuffleupagus, Godzilla, and the Future of Search Success

Gil Reich (@GilR)Managing GreatnessGODZILLA, SNUFFLEUPAGUS, ANDTHE FUTURE OF SEARCH SUCCESSPLUS, PANDA & BEYOND

Most Radical Transformation Ever (?)Google can make major changes tomorrow. But their general direction seems clear. Gil Reich, Managing Greatness. @GilR

Gil Reich, Managing Greatness. @GilR

It’s easier to detect social spam than link spam ~@VanessaFox Gil Reich, Managing Greatness. @GilR

Snuffy or Godzilla?Google sees itself as Snuffleupagus; its critics see it as Godzilla ~@JeffJarvis Gil Reich, Managing Greatness. @GilR

2001: The Australia Strategy Gil Reich, Managing Greatness. @GilR

2012: Nowhere to Hide Gil Reich, Managing Greatness. @GilR

Not Your Mother’s SERPsWhat people once called search and SEO are dead. Search will increasinglyinvolve social, local, personalization, video, etc. Gil Reich, Managing Greatness. @GilR

Quality & SpamThe people are represented by two separate yet equally important groups. Gil Reich, Managing Greatness. @GilR

The Thin Content ProblemAmit: We got a lot of good fresh content, and some not so good.Matt: It was like, “What’s the bare minimum that I can do that’s not spam?” It sort of fell between our respective groups. Gil Reich, Managing Greatness. @GilR

The Hole in Google’s Defense Gil Reich, Managing Greatness. @GilR

Google’s Blind Spot (BP) Pages:  Mass produced  Highly targeted  Not spam Sites:  Trusted Gil Reich, Managing Greatness. @GilR

Google’s Response Panda Publisher Pollution Penalty Starts using signals previously considered too spammable:  User behavior  Social profile Gil Reich, Managing Greatness. @GilR

Penalty and Ranking Factor Site-wide (like a Penalty) Ranking Factor (like incoming links …) Updated Infrequently (like PageRank)It’s a floor wax and a dessert topping! ~Chevy Chase Gil Reich, Managing Greatness. @GilR

Penalties: Before & After Before After Gil Reich, Managing Greatness. @GilR

Panda vs Demand Media Gil Reich, Managing Greatness. @GilR

Document Classifier IRS Scrapers Wikipedia Thin Content New York Times Gil Reich, Managing Greatness. @GilR

Pogo-Sticking… the number of times that othersearch results are selected after aparticular search result isselected … may be used toimprove search result ranking … --Yahoo! Patent Gil Reich, Managing Greatness. @GilR

Pogo Sticking Gil Reich, Managing Greatness. @GilR

It’s too hard now to fake a natural footprint well enough to fool Google ~@GregBoser Gil Reich, Managing Greatness. @GilR

Don’t Rank Where You Can’tDeliver Gil Reich, Managing Greatness. @GilR

Fix or Kill Your Worst Pages Gil Reich, Managing Greatness. @GilR

Link OutBetter the user find the right site from you than by asking Google again. Gil Reich, Managing Greatness. @GilR

Get SocialIn May 2010 I said that we weren’t using Social Signals. Now we are. ~@MattCutts Gil Reich, Managing Greatness. @GilR

SEO = Web Strategy The job of SEO has been upgraded from SEO to web strategist. Virtually everything you do on the Internet with your website can impact SEO today. That is especially true following Panda. -- Rand Fishkin Gil Reich, Managing Greatness. @GilR

Google’s Timeless Problem "Junk results" often wash out any results that a user is interested in …the number of documents … has been increasing by many orders of magnitude.People are still only willing to look at the first few tens of results. -- Larry Page, 1998 Gil Reich, Managing Greatness. @GilR

SUMMARY

Panda … Google corrected a key blind spot Penalties can be subtle & sitewide, and are not just for spam Users hating some pages can now hurt your whole site Google now considers all signals that it can measure Gil Reich, Managing Greatness. @GilR

Plus … Build your social profiles Build relationships Engage others Gil Reich, Managing Greatness. @GilR

… and Beyond Harder to fake natural than to be natural Harder to spam in the age of social Focus on relationships and reputation SEO inseparable from web strategy Gil Reich, Managing Greatness. @GilR

If You Missed Anything … Gil Reich, Managing Greatness. @GilR

Snuffleupagus, Godzilla, and the Future of Search Success

by Gil Reich on Jan 16, 2012

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Snuffleupagus, Godzilla, and the Future of Search Success — Webinar Transcript