Reviewing what Google wants, how it goes about delivering the "right" results to the "right" people at the "right" time and how companies should give Google what it wants - relevant, authoritative
Reviewing what Google wants, how it goes about delivering the "right" results to the "right" people at the "right" time and how companies should give Google what it wants - relevant, authoritative content.
Good day and thank you for your interest in gShift Labs and our SEO 3.0 Web Presence Optimization presentation. My name is Jeff Riddall and I am the Client Success Manager at gShift Labs. gShift is an SEO software technology company with a different approach to SEO or search engine optimization called WPO or web presence optimization. Our vision it so change the way people think about and perform organic search optimization. We’re doing this by making it possible for marketers and agencies to understand, track, manage and measure their digital footprint, all with the objective to optimize for organic search. The gShift team believes that people should have control over their SEO campaigns just like they have control over email marketing and paid search. The gShift SEO Software helps achieve this by providing daily insight into an entire web presence and SEO efforts over time. My goal for you today is to understand why SEO is important to a business, the shift that is taking place in SEO, and how you can apply SEO 3.0 to your business.
I thank you for your time today and we would love to hear from you. You can follow us on Twitter or fill out a form on our web site and we will promptly get in touch with you. Cheers!
1. The State of SEO
Web Presence Optimization
 What does Google do?
 What does Google want?
 The Last1000 days at Google and the WPO
 Where are we Today?
 WPO = Optimized Content Marketing + Social
 Ski-Specific Examples
 Tying It Altogether
2. What does Google do?
Google’s basic premise has never changed. Deliver the
right content to the right people at the right time.
However their means to identifying that content (The
Dreaded Google Algorithm) is changing constantly.
3. Why Do We Care?
Whether we like it or not, Google is the
de facto lens through which all
businesses are viewed.
97% of searchers do not go beyond Page
One and 80% of searchers do not click
on ads. Google Organic listings are #1.
4. What Does Google Want?
Current, relevant, authoritative
Organizations need to prove to Google
they are the definitive source of
whatever keywords (products, services,
content) they want to be found for.
5. Google over the last 1000
 What it means to business.
 How does business deal with how
Google “sees” and “positions”
 The WPO Approach is all about the
6. 1000 Days Ago – Local Focus
 Brought local results to the top of many results
 Google Place pages mattered more than ever
 Online reviews mattered
 SEO still very much mattered
WPO Approach – Include local keywords in your
website , build local backlinks and seek out user
generated content / reviews.
7. 900 Days Ago - Panda Updates
 Root out low quality, spammy sites with “thin”,
 Directories, content farms and ad heavy sites are
 25+ updates since the initial roll out
WPO Approach – Make sure your site is
technically sound and content rich.
8. 800 Days Ago - Social Signals
 8% to 10% of Google organic search algorithm.
 “Social networking and social media are about
relationships and relationships prove relevance. Relevance
is at the core of organic search.”
WPO Approach – Socialize your optimized content in
Facebook, Google +, YouTube, Twitter, Pinterest, Tumblr,
LinkedIn, etc. Determine which social networks work
best for you.
9. 700 Days Ago – Google +
 Google launches its answer to Facebook.
 Content shared via Google + will most certainly be
favoured by Google.
WPO Approach – Establish and leverage a presence
on Google + and find relevant people to follow.
10. 650 Days Ago – Freshness
 Google announces that it will give priority to fresh,
 Press releases, blogs, events, case studies.
WPO Approach – Give Google what it wants –
fresh, relevant, keyword rich content. Perhaps the
biggest challenge for SMBs.
11. 600 Days Ago – Google + for
 Branded Google + pages for Business similar to
Facebook Fan Pages
 Another channel to post and share relevant content.
WPO Approach – Generate optimized content
where Google wants it. Build a following. Follow
other relevant pages.
12. 550 Days Ago - Search plus
 Full out assault on Facebook & Twitter
 Personalized results based on what people you follow
have liked (+1ed) and recommend
 Further confirmation that content posted in Google
+ will be given priority in search
WPO Approach – Continue to build Google +
following and encourage +1ing and sharing. Add
Google + button to website pages.
13. 500 Days Ago – Knowledge
 Additional contextual info provided in a
box to the right of the primary search
 Designed to provide more contextual
content and encourage additional
WPO Approach – Generate rich content which
relates and may be displayed within the knowledge graph
for specific searches
14. 450 Days Ago – Penguin
 Google’s next major algorithm update focused primarily on
the quality of backlinks (inbound links)
 Aimed at Directories and Link Farms built solely to generate
backlinks, but with little in terms of valuable content
 5 updates since initial launch
WPO Approach – Generate backlinks from relevant, high
authority sources – industry sites, legitimate local directories,
blogs, forums, partner sites , reputable review sites, high
15. 400 Days Ago – Google + Local
 Google Places pages (Your Business’ Spot on the
Google Map now reside in Google +
 Google + Local to become a more interactive
platform for Local Businesses and their customers to
WPO Approach – Take ownership of/verify
Google + Local page, optimize content, continue to
encourage and respond to reviews.
16. 350 Days Ago – Authorship
 Ability to tag website content and associate it with
an individual’s Google + profile
 Search results include the author’s pic and this
content is given more weight by Google
WPO Approach – Leverage authorship on any
new or existing web content
17. The Last Year – More Animal Updates
 Several Panda and Penguin updates designed to
penalize low quality sites and content pages
 Those with low quality backlinks even warned in
Google Webmaster Tools and Disavow Tool created
so site owners can have them removed
WPO Approach – Create good content, clean up
questionable backlinks and create high quality new
18. 90 Days Ago – Not Provided on Steroids
 Google decides to no longer reveal search terms
used by anyone. This will only be available to
WPO Approach – Pay even more attention to and
optimize pages which are positioned well for
keywords you want to be found for
19. 60 Days Ago – Hummingbird
 Semantic Search – A significant rebuild of Google’s
algorithm focused on question based searches and
highly contextual results – addresses mobile search
 Rewards higher quality content
WPO Approach – Focus on creating rich,
relevant, quality content and responsive design for a
21. Today – Socially Speaking…
Facebook is over1 billion users.
YouTube has 600 million.
Google + has over 500 million.
Twitter has 230 million and growing.
Tumblr (acquired by Yahoo in June) has 130 million.
Pinterest has 70 million+ users, but has grown very
quickly and has the most active users behind only FB
SEO/WPO is simply the outcome of a strong,
optimized content strategy.
Social Media is about distribution of Content.
Create, optimize and publish content your audience
will want to consume and share.
Tell great stories and answer questions!
Convince Google You Are the Authority!
23. Content Schedule (example)
1 Press Release
3 Blog Posts
Blog site X
Blog Site Y
55 new fans
Measure Content Campaign against Goals
Encourage your audience to create and
share their own content about you.
Your customers have far more and more
compelling stories to tell than you are able to
generate on your own.
25. Social networks worth noting…
 2nd largest search engine – optimize videos
 Follow relevant users and create relevant feeds
 Image and video based
 Higher percentage of referrals and backlinks
 Blogging and specialized social network
 High authority backlinks