Everything you know about SEO is wrong

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SEO has changed dramatically over the past 18 months. If you are still working under assumptions that are a year old, you are probably doing more harm than good.

SEO has changed dramatically over the past 18 months. If you are still working under assumptions that are a year old, you are probably doing more harm than good.

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  • This was life as an SEO the last 18 months

Transcript

  • 1. Everything you know about SEO is wrongSeptember 2012 Phil BuckleySEO – What You Need To Know Raleigh SEO Meetup Group Twitter: @1918
  • 2. The Old SEO Home
  • 3. What’s changed?February 23, 2011 – Panda 1.0A major algorithm update hitsites hard, affecting up to 12% ofsearch. Panda seemed to crackdown on thin content, contentfarms, sites with high ad-to-content ratios, and a number ofother quality issues.
  • 4. The +1 Button — March 30, 2011 Panda 2.0 — April 11, 2011 Schema.org — June 2, 2011 Google+ — June 28, 2011 Expanded Sitelinks — August 16, 2011516 Algo Updates — September 21, 2011This wasnt an update, but it was an amazing revelation.Google CEO Eric Schmidt told Congress that Google made516 updates in 2010. Query Encryption — October 18, 2011Freshness Update — November 3, 2011
  • 5. What do we know?8 events tracked = 1.6% of 516 changes, 0.28% of 2,800 tests This slide was lifted directly from Dr. Pete’s MozCon presentation
  • 6. Search + Your World — January 10, 2012 Ads Above The Fold — January 19, 2012 Venice — February 27, 2012 Penguin — April 24, 2012After weeks of speculation about an "Over-optimization penalty", Google finally rolled out the"Webspam Update", which was soon after dubbed "Penguin." Penguin adjusted a number ofspam factors, including keyword stuffing, and impacted an estimated 3.1% of English queries. Knowledge Graph — May 16, 2012 Panda 3.7 — June 8, 2012 Link Warning Confusion — July 19, 2012 DMCA Penalty — August 10, 2012 7-Result SERPs — August 14, 2012
  • 7. Wait… 7-Result SERPs ?from http://searchengineland.com/7-new-10-google-showing-fewer-results-131006
  • 8. Long-term domain diversityGradual decline with 2 large drops: (1) Penguin & (2) “Bigfoot” This slide was lifted directly from Dr. Pete’s MozCon presentation
  • 9. What’s a normal day for Google? 79.7% of SERPs change every 24 hours 1,000 SERPs over 2 months (May + June 2012) This slide was lifted directly from Dr. Pete’s MozCon presentation
  • 10. But an awesome site is still enough right?
  • 11. John Mueller Senior Google Webmaster Trend Analyst Google Webmaster Central“Its one thing to have a fantasticwebsite, but search engines generallyneed a bit more to be able to confirmthat, and to rank your site - your content -appropriately.”
  • 12. Can scrapers still compete?
  • 13. Are you ready to do SEO without knowing whatkeywords are driving traffic?
  • 14. Not provided45% of my search traffic comes in as “not provided”
  • 15. Shit just got real.
  • 16. YOU HAVE TO BE
  • 17. STRATEGY TACTICSCONCEPTSKEYWORDS
  • 18. NFL.comNew York New Cleveland Giants England Browns Patriots 10,000 8,000 1,000Eli Manning Tom Brady Colt McCoy 5,000 5,000 300
  • 19. The Drop off
  • 20. Get your content ready
  • 21. F.A.Q.Should I do SEO myselfwhile running my business?No.What should I focus on?Content.When is the next SEOMeetup?October 30th. Live site audit(s).
  • 22. Thank you for coming Special thanks to our sponsors: