SEO 2012 by Navneet Kaushal


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Navneet Kaushal CEO PageTraffic has extensive experience in the search engine marketing industry and SEO. Navneet helps value-conscious businesses build site traffic, increase the user base, boost web sales and improve customer satisfaction. In this presentation at TFMA India, he talks about the five big trends that he anticipates in the year 2012, with regard to Search Engine Technology, Social Search, Analytics — and the impact of all this on SEO.

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  • Notes: Biggest Google update update affected 11.8% of Google search results in the US Large article directories and content aggregator sites hit, e.g.,,,,
  • Notes: In case some of you are still unclear about an effective strategy, I will recount what we advised our clients at the time. No.3: Google has clearly stated that “low quality content on part of a site can impact a site’s ranking as a whole.” The idea here is to have your own original content, be it in the form of text, videos, images or resources etc. Signals: Many suspect that Google is using signals, such as bounce rates, click through rates, user behavior and time spent on the site etc to estimate a site’s worth. If this is true it will dramatically change things. You can be an early adopter.
  • Notes: Example: “This computer mouse has the price $29.99,” “ This recipe takes 15 minutes to prepare.”
  • Notes: Google, especially, has supported more and more structured data types, including various microformats, RDFa, and the product vocabulary GoodRelations . This has improved search results
  • Notes: Incentive for webmasters to invest in structured mark up is now bigger as previously bing and google used different mark up standards Google says - “ it’s OK to use the new markup or continue to use existing microformats or RDFa markup, you should avoid mixing the formats together on the same web page, as this can confuse our parsers.”  Call to adopt Schema and drop RDFa
  • The following image is a screen grab of how the Google Plus profile of Matt Cutts, the head of the Google web spam team, appears within the search results. Updating this information within your own Google Plus account only takes about two minutes and allows you to control exactly what information appears within the search results when your Google Plus profile listing is displayed.
  • Notes: A new ad format by Google shows product information, in addition to local inventory so the user can see what nearby store has the product in-stock. 70% of task completion happens within one hour on mobile sites, meaning that if you search for a restaurant, you’ll likely eat at that restaurant within the hour.
  • SEO 2012 by Navneet Kaushal

    1. 1. SEO In 2012 A presentation by Navneet Kaushal, CEO PageTraffic
    2. 2. About PageTraffic <ul><ul><li>Founded in 2002 </li></ul></ul><ul><ul><li>More than 700 clients </li></ul></ul><ul><ul><li>80 member strong team </li></ul></ul><ul><ul><li>Offices in New Delhi, Mumbai, London & Chicago </li></ul></ul><ul><ul><li>Specializes in SEO, SMO, PPC & Web Development </li></ul></ul>
    3. 3. Audience Poll How many of you: Are SEOs? Are Marketers? Are Webmasters? Have a different role?
    4. 4. What do you think were the biggest SEO trends in 2011?
    5. 5. Summing Up 2011 <ul><li>Google Algorithm Updates : Panda Update </li></ul><ul><li>Domain Level / Branding : Social signals at Page Level </li></ul><ul><li>Technical / Conversion / Usability : Site load time, microformats / rich snippets </li></ul><ul><li>Google Analytics tracking updates </li></ul><ul><li> </li></ul><ul><li>Rise of Social Search </li></ul>
    6. 6. Google Algorithm Updates : Panda Update
    7. 7. The Panda/Farmer Update Only good content can save <ul><li>Biggest Google update </li></ul><ul><li>6-9% of queries impacted: Google </li></ul><ul><li>Content aggregator sites hit worst </li></ul>
    8. 8. Major Google Algorithm Updates <ul><li>Panda 1.0 - February 23, 2011 </li></ul><ul><li>Panda 2.0 - April 11, 2011 </li></ul><ul><li>Panda Goes Global (2.4) - August 12, 2011 </li></ul><ul><li>Panda &quot;Flux&quot; - October 5, 2011 </li></ul>
    9. 9. What is Panda? <ul><li>Panda – “Auto Penalty“ or “Auto Quality Rating“ </li></ul><ul><li>Before: Analytics-supported (manual) quality rating and (time-limited) penalties </li></ul><ul><li>After: Permanent quality assessment during crawling/indexing – permanent pressure on keyword positions </li></ul><ul><li>Permanent algorithm improvements </li></ul>
    10. 10. Type Of Sites Hit Hardest
    11. 11. Google Panda Sites that got hit:
    12. 12. Google Panda Sites that got hit:
    13. 13. Google Panda Sites that got hit:
    14. 14. Google Panda Sites that got hit:
    15. 15. Google Panda Sites that got hit:
    16. 16. Google Panda <ul><li>Sites that got hit: </li></ul><ul><li>Had poor content </li></ul><ul><li>Had links from sites that got hit </li></ul><ul><li>Were over affiliated </li></ul><ul><li>Were poor for the user </li></ul>
    17. 17. Panda Hit Google Guidelines on Quality content at Quality Content Matters
    18. 18. What is still important? <ul><li>ON PAGE </li></ul><ul><li>Good title tags, headings, unique content </li></ul><ul><li>Good site structure in coding & speed </li></ul><ul><li>Good on page linkage </li></ul>
    19. 19. OFF PAGE <ul><li>Ranking algorithm still heavily weighted to links. </li></ul><ul><li>Link landscapes and link profiling changing. </li></ul><ul><li>Plenty of keyword ranking penalties being handed out for overcooking. </li></ul>
    20. 20. 2012 Panda Survival
    21. 21.
    22. 22. – What’s that? <ul><li>Promises to be a game changer </li></ul><ul><li>A structured data markup schema that works with HTML5 code </li></ul><ul><li>Structures data so that machines/bots can easily parse specific information </li></ul><ul><li>Supported by Google, Yahoo </li></ul><ul><li>and Bing </li></ul>
    23. 23. – How it affects SEO Remember Rich Snippets of Google Search in 2009?
    24. 24. – How it affects the Site Owner <ul><li>Normalization of markup vocabulary. All search engines will use the same markup. </li></ul><ul><li>Provide attributes for sections of a web page </li></ul><ul><li>Pages with structured data will be more visible on SERPs </li></ul><ul><li>More power to publishers who can push specific data </li></ul><ul><li>Moving to is not an alternative, it’s the only way </li></ul>
    25. 25. Social Search
    26. 26. Then Now
    27. 27. Social Search Site
    28. 28. The Changing SERP Composition Site PDF File Linkedin Twitter Facebook
    29. 29. Site Tweets Help You Rank Higher Just 15 tweets helped this blog post get into top 10 within 2 days
    30. 30. Site Brand Domination In Search Engines Social media makes it easy to dominate your brand name search as Twitter, Facebook, Flickr, Youtube videos appear in a cluster on page 1.
    31. 31. Site Social References In Organic Search If you log in to your Google Account and search, you will see which results have been recommended by your social connections.
    32. 32. Site The Rise of Personalized Search One of the results from my social contact moves up after logging in Before logging in After logging in
    33. 33. What can be searched, Should be optimized!
    34. 34. Google +1
    35. 35. Google +1 <ul><li>90% of consumers online trust recommendations from people they know. </li></ul><ul><li>71% take reviews from family members and friends influence decisions. </li></ul>
    36. 36. Google +1: How to get more? <ul><li>With Webmaster Tools and Google Analytics, users can see search activity across a site with the +1 button. </li></ul><ul><li>They can see the search impact , change in CTR with +1 and also prove the value of the button to their colleagues. Furthermore, they get anonymized user data. </li></ul><ul><li>Where to put the +1 button on the page- On product categories, on articles, wherever they can be easy to spread around. </li></ul>
    37. 37. Google Plus
    38. 38. HOW TO USE GOOGLE PLUS FOR SEO OPTIMIZING YOUR GOOGLE PLUS PROFILE FOR SELF-BRANDING BENEFITS <ul><li>Google has compiled this listing from a combination of following details on Matt’s G Plus profile: </li></ul><ul><li>Where Matt currently lives. </li></ul><ul><li>His occupation. </li></ul><ul><li>His current employer. </li></ul><ul><li>His introduction. </li></ul><ul><li>The listing also includes an image of Matt Cutts which he uses as Google Plus profile picture. </li></ul>
    40. 40. Mobile Search
    41. 41. Mobile search: are we there yet? <ul><li>Mobile search has grown five-fold worldwide in the past two years </li></ul><ul><li>Mobile searches take place at a different time than desktop search – spike during lunchtime </li></ul><ul><li>On Mother’s Day, 33% searches for “flowers” were from mobile devices </li></ul><ul><li>50% of mobile queries are local in nature </li></ul>
    42. 42. Mobile Search: Approximately 15% of ALL Searches
    43. 43. Most Visited Mobile Website
    44. 44. Immediacy & Location
    45. 45. Mobile search: the user behavior *Data released by Google 15% of searches are related to “Consumer Electronics” More than 29% of searches are related to “Restaurants” More than 16% of searches are related to “Auto” 70% of task completion happens within one hour on mobile sites
    46. 46. Mobile search: The Performics study Brand interaction using mobile search 84% Look for local retailer information (phone, address, hours) 82% 73% Find online retailers Find a specific manufacturer or product Website
    47. 47. Mobile search: The Performics study Brand interaction using mobile search 71% Learn about a product or service after seeing an ad 68% 63% Find the best price for a product or service Search before purchasing offline in a store or from a catalog
    48. 48. Mobile search in 2012 What it means for your site Google introduces click-to-call and GPS search for mobiles Building a mobile friendly website is no longer a matter of choice
    49. 49. Summary PageTraffic Navneet Kaushal, CEO Email: [email_address] Twitter: navneetkaushal