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 seem...
Gil Reich, Managing Greatness. @GilR
Gil Reich, Managing Greatness. @GilR
Gil Reich, Managing Greatness. @GilR
Gil Reich, Managing Greatness. @GilR
Gil Reich, Managing Greatness. @GilR
Gil Reich, Managing Greatness. @GilR
It’s easier to detect social spam than link spam ~@VanessaFox                                 Gil Reich, Managing Greatnes...
Snuffy or Godzilla?Google sees itself as Snuffleupagus; its critics see it as Godzilla ~@JeffJarvis                       ...
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, per...
Quality & SpamThe people are represented by two separate yet equally important groups.                                 Gil...
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...
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                      G...
Google’s Response Panda Publisher Pollution Penalty Starts using signals previously considered too  spammable:   User b...
Penalty and Ranking Factor Site-wide (like a Penalty) Ranking Factor (like incoming links …) Updated Infrequently (like...
Penalties: Before & After   Before                                          After            Gil Reich, Managing Greatness...
Panda vs Demand Media           Gil Reich, Managing Greatness. @GilR
Document Classifier   IRS                              Scrapers   Wikipedia                              Thin Content   Ne...
Pogo-Sticking… the number of times that othersearch results are selected after aparticular search result isselected … may ...
Pogo Sticking           Gil Reich, Managing Greatness. @GilR
It’s too hard now to fake a natural footprint well enough to fool Google ~@GregBoser                                  Gil ...
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...
Get SocialIn May 2010 I said that we weren’t using Social Signals. Now we are. ~@MattCutts                                ...
SEO = Web Strategy  The job of SEO has been upgraded from  SEO to web strategist. Virtually  everything you do on the Inte...
Google’s Timeless Problem "Junk results" often wash out any results that a   user is interested in …the number of document...
SUMMARY
Panda … Google corrected a key blind spot Penalties can be subtle & sitewide, and are  not just for spam Users hating s...
Plus … Build your social profiles Build relationships Engage others                    Gil Reich, Managing Greatness. @...
… and Beyond Harder to fake natural than to be natural Harder to spam in the age of social Focus on relationships and r...
If You Missed Anything …           Gil Reich, Managing Greatness. @GilR
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Snuffleupagus, Godzilla, and the Future of Search Success

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Google reshuffled the deck with Search Plus Your World days before my SMX Israel presentation on the future of search. What Plus and Panda tell us about how Google sees the future of search.

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Snuffleupagus, Godzilla, and the Future of Search Success

  1. 1. Gil Reich (@GilR)Managing GreatnessGODZILLA, SNUFFLEUPAGUS, ANDTHE FUTURE OF SEARCH SUCCESSPLUS, PANDA & BEYOND
  2. 2. Most Radical Transformation Ever (?)Google can make major changes tomorrow. But their general direction seems clear. Gil Reich, Managing Greatness. @GilR
  3. 3. Gil Reich, Managing Greatness. @GilR
  4. 4. Gil Reich, Managing Greatness. @GilR
  5. 5. Gil Reich, Managing Greatness. @GilR
  6. 6. Gil Reich, Managing Greatness. @GilR
  7. 7. Gil Reich, Managing Greatness. @GilR
  8. 8. Gil Reich, Managing Greatness. @GilR
  9. 9. It’s easier to detect social spam than link spam ~@VanessaFox Gil Reich, Managing Greatness. @GilR
  10. 10. Snuffy or Godzilla?Google sees itself as Snuffleupagus; its critics see it as Godzilla ~@JeffJarvis Gil Reich, Managing Greatness. @GilR
  11. 11. 2001: The Australia Strategy Gil Reich, Managing Greatness. @GilR
  12. 12. 2012: Nowhere to Hide Gil Reich, Managing Greatness. @GilR
  13. 13. 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
  14. 14. Quality & SpamThe people are represented by two separate yet equally important groups. Gil Reich, Managing Greatness. @GilR
  15. 15. 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
  16. 16. The Hole in Google’s Defense Gil Reich, Managing Greatness. @GilR
  17. 17. Google’s Blind Spot (BP) Pages:  Mass produced  Highly targeted  Not spam Sites:  Trusted Gil Reich, Managing Greatness. @GilR
  18. 18. Google’s Response Panda Publisher Pollution Penalty Starts using signals previously considered too spammable:  User behavior  Social profile Gil Reich, Managing Greatness. @GilR
  19. 19. 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
  20. 20. Penalties: Before & After Before After Gil Reich, Managing Greatness. @GilR
  21. 21. Panda vs Demand Media Gil Reich, Managing Greatness. @GilR
  22. 22. Document Classifier IRS Scrapers Wikipedia Thin Content New York Times Gil Reich, Managing Greatness. @GilR
  23. 23. 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
  24. 24. Pogo Sticking Gil Reich, Managing Greatness. @GilR
  25. 25. It’s too hard now to fake a natural footprint well enough to fool Google ~@GregBoser Gil Reich, Managing Greatness. @GilR
  26. 26. Don’t Rank Where You Can’tDeliver Gil Reich, Managing Greatness. @GilR
  27. 27. Fix or Kill Your Worst Pages Gil Reich, Managing Greatness. @GilR
  28. 28. Link OutBetter the user find the right site from you than by asking Google again. Gil Reich, Managing Greatness. @GilR
  29. 29. Get SocialIn May 2010 I said that we weren’t using Social Signals. Now we are. ~@MattCutts Gil Reich, Managing Greatness. @GilR
  30. 30. 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
  31. 31. 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
  32. 32. SUMMARY
  33. 33. 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
  34. 34. Plus … Build your social profiles Build relationships Engage others Gil Reich, Managing Greatness. @GilR
  35. 35. … 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
  36. 36. If You Missed Anything … Gil Reich, Managing Greatness. @GilR

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