SEO Animals
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SEO Animals



This SEO Insights paper provides a high level overview of the parameters that make up Google's organic search algorithm. We also explain two of Google's largest algorithm updates + refreshes and how ...

This SEO Insights paper provides a high level overview of the parameters that make up Google's organic search algorithm. We also explain two of Google's largest algorithm updates + refreshes and how they impact search results. Visit additional insights and case studies from Levelwing:



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    SEO Animals SEO Animals Presentation Transcript

    • 2THE ORGANIC SEARCH ALGORITHMGoogle’s algorithm is made up of approximately 200 parameters.OFF PAGE FACTORS ON PAGE FACTORS TECHNICAL FACTORSLink Equity Content Server Response Codes Link Equity Information Architecture Crawl Friendly Load Time
    • 3THE FOUNDATIONLarry Page and Sergey BrinPAGE RANK“PageRank can be thought of as a modelof user behavior. We assume there is a"random surfer" who is given a web page atrandom and keeps clicking on links, neverhitting "back" but eventually gets bored andstarts on another random page. Theprobability that the random surfer visits apage is its PageRank.” ~Excerpt from Brin & Page’s Stanford paper.
    • 4THE ORIGINAL SEO ANIMAL: LINKS (LYNX)SPECIFICALLY: EXTERNAL LINKSMETRICSØ  The trustworthiness of the linking domain.Ø  The popularity of the linking page.Ø  The relevancy of the content between the source page and the target page.Ø  The anchor text used in the link.Ø  The amount of links to the same page on the source page.Ø  The amount of domains that link to the target page.Ø  The amount of variations that are used as anchor text to links to the target page.Ø  The ownership relationship between the source and target domains.CATEGORIESØ  BlogsØ  Trusted SitesØ  News MediaØ  Shopping SitesØ  Social MediaØ  Job SitesØ  Business SitesØ  Directories
    • 5THE POPULARITY CONTESTMost Relevant = Most Popular ResultsAn inbound link is a vote for a site.Each link is NOT created equal.
    • 6ON-PAGE AND TECHNICAL FACTORSLEVELWING’S PRIMARY FOCUSKeyword AnalysisContent and MessagingUtilizing Available Landing Page OpportunitiesIdentifying New OpportunitiesImproving UsabilityResolving Technical Problems
    • 7THE INDEXING ANIMAL: SPIDERS … AKA (RO)BOTSON-PAGE + TECHNICAL FACTORSSearch friendly sites respond to spidersthrough:1.  Content that can be indexed2.  Thoughtfully linking content so spiders can effectively maneuver through a site, as well as the web.
    • 10ALGORITHM UPDATES & REFRESHESEach year, Google changes its searchalgorithm up to 500 – 600 times. Whilemost of these changes are minor, everyfew months Google rolls out a “major”algorithmic update that affects searchresults in significant ways.
    • 11GOOGLE’S GUIDELINES – BASIC PRINCIPLESFrom WEBMASTER TOOLSMake pages primarily for users, not forsearch engines. Avoid tricks intended to improve searchengine rankings. A useful test is to ask,"Does this help my users? Would I do this ifsearch engines didnt exist?"Dont participate in link schemes designed to Matt Cutts – Head ofincrease your sites ranking or PageRank. Google’s Web Spam Team
    • 12GOOGLE’S DESIGN AND CONTENT GUIDELINESFrom WEBMASTER TOOLSMake a site with a clear hierarchy.Try to use text instead of images to display important names,content, or links. The Google crawler doesnt recognize textcontained in images. If you must use images for textual content,consider using the "ALT" attribute to include a few words ofdescriptive text.Create a useful, information-rich site, and write pages that clearly and accurately describeyour content.Think about the words users would type to find your pages, and make sure that your siteactually includes those words within it.Make sure that your <title> elements and ALT attributes are descriptive and accurate.
    • 13PANDAReleased 2/23/2011 (more than a dozen updates)Named for: Google Engineer Navneet Panda.POOR CONTENTFocused on dampening the rankings for sites thatcontain shallow content as well as content foundon other sites. Purpose was to spot content thatwasn’t adding any real value to the Internet andremove its power to rank.Algorithm update designed to take action againstcontent farms that were gaining top listing with lowquality content.
    • 14PENGUINReleased 4/24/2012 (updated 5/26)Named for: post, “Algorithmically, the filter usesits "sense of smell" to associate authority (or lack thereof) related to the sitemuch like penguins use their sense of smell to identify their partner oroffspring.”OVER OPTIMIZATIONGoogle refers to it as an update targeting web spam – a.k.a., keywordstuffing and link schemes.Examples of poor quality signals the Penguin algorithm identifies:Ø  Large quantities of low-quality linksØ  Unusually high numbers of highly optimized anchor textØ  Keyword stuffing tacticsØ  Duplicate contentPenalty: the update simply removes any positive ranking benefit that thetactics had been supplying the offending site.
    • 15GETTING LINK LOVEPublish quality content on a user-friendlywebsite that makes users want to stickaround.Ø  Improve the visitors user experienceØ  Add value for your customersØ  Acquire an audience/customer base and keep them coming back for moreIt is that value creation through broadercontent marketing that will inevitably buildlinks to relevant sites.
    • 16FITTING INHow does organic search fit in withyour digital strategy?
    • 17USER FRIENDLYOrganic traffic is often the best dataresource for how visitors use awebsite.