SEO, AdWords and AnalyticsPhil Buckley   @1918   Director of SEO at Virante   linkedin.com/in/pbuckley
SEO, AdWords and Analytics  Everything you think you know is probably wrongPhil Buckley   @1918   Director of SEO at Viran...
SEO, AdWords and Analytics      Since last year’s ConvergeSouth conference…Phil Buckley   @1918   Director of SEO at Viran...
SEO, AdWords and Analytics                       October 18, 2011  Google announces they will be encrypting search   queri...
SEO, AdWords and Analytics                       November 3, 2011 Google announces an algorithm change rewarding freshness...
SEO, AdWords and Analytics                       November 14, 2011In a bid to appear transparent, Matt Cutts releases a   ...
SEO, AdWords and Analytics                       December 1, 2011                  Matt Cutts does it again.Phil Buckley  ...
SEO, AdWords and Analytics                         January 10, 2012                       Search + Your World.Phil Buckley...
SEO, AdWords and Analytics                       January 19, 2012                         Top Heavy.Phil Buckley   @1918  ...
SEO, AdWords and Analytics                       February, 2012   Google releases another set of “Search QualityHighlights...
SEO, AdWords and Analytics                       April 24, 2012     After weeks of speculation about an "Over- optimizatio...
SEO, AdWords and Analytics                       May 16, 2012   In a major step toward semantic search, Google    started ...
SEO, AdWords and Analytics                       June 9, 2012     Panda 3.7 is released and causes major SERP   fluctuatio...
SEO, AdWords and Analytics                       July 19, 2012  Google sent out a large number of unnatural link     warni...
SEO, AdWords and Analytics                       August 10, 2012   Google announces that they will start penalizing   site...
SEO, AdWords and Analytics                       August 10, 2012  After a summer hiatus, the June and July SearchQuality H...
SEO, AdWords and Analytics                       August 14, 2012Google makes a significant change to the first page,  limi...
SEO, AdWords and Analytics                       September 27, 2012  Panda algorithm update – this would be the 20th  This...
SEO, AdWords and Analytics                       September 28, 2012 Google launched a major algorithm update coined  as be...
SEO, AdWords and Analytics                       October 5, 2012Phil Buckley   @1918    Director of SEO at Virante   linke...
SEO, AdWords and Analytics                       October 9, 2012Phil Buckley   @1918    Director of SEO at Virante   linke...
SEO, AdWords and Analytics               What is “noticeably affected”Phil Buckley   @1918   Director of SEO at Virante   ...
SEO, AdWords and Analytics                           So what?               What do all those slides mean to me?Phil Buckl...
SEO, AdWords and Analytics                       Shit just got real                                                       ...
SEO, AdWords and Analytics                                                           photo by Philip RoelandPhil Buckley  ...
SEO, AdWords and AnalyticsPhil Buckley   @1918   Director of SEO at Virante   linkedin.com/in/pbuckley
SEO, AdWords and Analytics               MesotheliomaPhil Buckley        @1918     Director of SEO at Virante   linkedin.c...
SEO, AdWords and AnalyticsPhil Buckley   @1918   Director of SEO at Virante   linkedin.com/in/pbuckley
SEO, AdWords and AnalyticsPhil Buckley   @1918   Director of SEO at Virante   linkedin.com/in/pbuckley
SEO, AdWords and Analytics               2012 Google Quality Rater Guidelineshttp://pdfcast.org/pdf/google-guidelinesPhil ...
SEO, AdWords and AnalyticsPhil Buckley   @1918   Director of SEO at Virante   linkedin.com/in/pbuckley
SEO, AdWords and Analytics     How to bridge the gap for the 6 months you’re           digging yourself out of the hole…Ph...
SEO, AdWords and Analytics               Google wants your moneyPhil Buckley   @1918   Director of SEO at Virante   linked...
SEO, AdWords and AnalyticsInsurance (example keywords in this category include "buy carinsurance online" and "auto insuran...
SEO, AdWords and Analytics               AdWords as an Organic Test Use AdWords as a highly prices test to see whatphrases...
SEO, AdWords and Analytics               RIP Exact Match & Phrase Match •   keyword misspellings •   singular/plural forms...
SEO, AdWords and Analytics     More Details on Quality Score Calculation By hovering over keyword status, you can now see ...
SEO, AdWords and Analytics                   Ad Rotation Changes You no longer can rotate ads evenly long- term. After 30 ...
SEO, AdWords and Analytics                       Google Analytics                   Not changing every dayPhil Buckley   @...
SEO, AdWords and Analytics               A world without keywords   Remember my first slide about Google updates?         ...
SEO, AdWords and Analytics    Not provided       45% WTF?Phil Buckley   @1918   Director of SEO at Virante   linkedin.com/...
SEO, AdWords and AnalyticsPhil Buckley   @1918   Director of SEO at Virante   linkedin.com/in/pbuckley
SEO, AdWords and AnalyticsPhil Buckley   @1918   Director of SEO at Virante   linkedin.com/in/pbuckley
SEO, AdWords and AnalyticsPhil Buckley   @1918   Director of SEO at Virante   linkedin.com/in/pbuckley
SEO, AdWords and Analytics                           Drop offPhil Buckley   @1918   Director of SEO at Virante   linkedin....
SEO, AdWords and Analytics                 This slide is not blankPhil Buckley   @1918   Director of SEO at Virante   link...
SEO, AdWords and Analytics                       The FuturePhil Buckley   @1918   Director of SEO at Virante   linkedin.co...
SEO, AdWords and AnalyticsPhil Buckley   @1918          Director of SEO at Virante              linkedin.com/in/pbuckley  ...
SEO, AdWords and AnalyticsPhil Buckley   @1918   Director of SEO at Virante   linkedin.com/in/pbuckley
SEO, AdWords and AnalyticsPhil Buckley   @1918   Director of SEO at Virante   linkedin.com/in/pbuckley
SEO, AdWords and AnalyticsPhil Buckley   @1918   Director of SEO at Virante   linkedin.com/in/pbuckley
Thank you    SEO, AdWords and AnalyticsPhil Buckley   @1918   Director of SEO at Virante   linkedin.com/in/pbuckley
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SEO, Adwords & Analytics

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A look at the Google changes that have taken place over the past year.

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  • Google announced a radical shift in personalization - aggressively pushing Google+ social data and user profiles into SERPs. Google also added a new, prominent toggle button to shut off personalization.
  • Google updated their page layout algorithms to devalue sites with too much ad-space above the "fold". It was previously suspected that a similar factor was in play in Panda. The update had no official name, although it was referenced as "Top Heavy" by some SEOs.
  • Penguin adjusted a number of spam factors, including keyword stuffing, and impacted an estimated 3.1% of English queries.
  • Penguin refresh
  • Google has officially updated the page layout algorithm that it launched in January of this year.
  • Google has officially updated the page layout algorithm that it launched in January of this year.
  • So say you wanted to rank for something damn near impossible to rank for naturally. You start building links…
  • Then this shows up
  • Then this…
  • These terms cost a fortune!
  • There's a way to undo the change, though it's a bit hidden in the advanced settings. You can change to "Do not include close variants" in the Keyword Matching Options. The default option is set to "Include Plurals, Misspellings, and other close variants":
  • The change will only happen on Google.com, and only for those who are already signed in at Google with a secure connection. How many people do this? Google software engineer Matt Cutts, who’s been involved with the privacy changes, wouldn’t give an exact figure but told me he estimated even at full roll-out, this would still be in the single-digit percentages of all Google searchers on Google.com.http://searchengineland.com/google-to-begin-encrypting-searches-outbound-clicks-by-default-97435
  • Your best keyword exposure is in your Google Webmaster’s Tools
  • Google doesn’t want you to obsess about keywords, that’s why they are taking them away.
  • Move up the food chain
  • What’s actually attracting attention from the wider web?
  • Massive change
  • Massive change
  • Tracking down the Holy Grail
  • http://www.youtube.com/watch?v=DPXG4pdPj4w
  • http://www.youtube.com/v/DPXG4pdPj4w
  • It is nearly impossible to stay ahead of the algorithm…Albert Anastasia headed Murder, Inc. and later became boss of the Gambino Family. Anastasia had a long an illustrious Mafia career from the 1920s all the way until his death in 1957 at the hands of two assasins.
  • Transcript of "SEO, Adwords & Analytics"

    1. 1. SEO, AdWords and AnalyticsPhil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    2. 2. SEO, AdWords and Analytics Everything you think you know is probably wrongPhil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    3. 3. SEO, AdWords and Analytics Since last year’s ConvergeSouth conference…Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    4. 4. SEO, AdWords and Analytics October 18, 2011 Google announces they will be encrypting search queries, for privacy reasons. Unfortunately, this disrupts organic keyword referral data, returning "(not provided)" for some organic traffic.Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    5. 5. SEO, AdWords and Analytics November 3, 2011 Google announces an algorithm change rewarding freshness will impact up to 35% of queries (almost 3X the publicly stated impact of Panda 1.0). This update primarly affects time-sensitive results, but signalls a much stronger focus on recent content.Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    6. 6. SEO, AdWords and Analytics November 14, 2011In a bid to appear transparent, Matt Cutts releases a post with 10 recent algorithm updates.Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    7. 7. SEO, AdWords and Analytics December 1, 2011 Matt Cutts does it again.Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    8. 8. SEO, AdWords and Analytics January 10, 2012 Search + Your World.Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    9. 9. SEO, AdWords and Analytics January 19, 2012 Top Heavy.Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    10. 10. SEO, AdWords and Analytics February, 2012 Google releases another set of “Search QualityHighlights. No actual details, but everyone is talking about the “new transparency”.Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    11. 11. SEO, AdWords and Analytics April 24, 2012 After weeks of speculation about an "Over- optimization penalty", Google finally rolled out the "Webspam Update", which was soon after dubbed "Penguin."Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    12. 12. SEO, AdWords and Analytics May 16, 2012 In a major step toward semantic search, Google started rolling out "Knowledge Graph", a SERP- integrated display providing supplemental object about certain people, places, and things.Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    13. 13. SEO, AdWords and Analytics June 9, 2012 Panda 3.7 is released and causes major SERP fluctuation. This causes even more SERP change than the Penguin update.Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    14. 14. SEO, AdWords and Analytics July 19, 2012 Google sent out a large number of unnatural link warnings via Google Webmaster Tools. In a complete turn-around, they then announced that these new warnings may not actually represent a serious problem.Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    15. 15. SEO, AdWords and Analytics August 10, 2012 Google announces that they will start penalizing sites with repeat copyright violations, probably via DMCA takedown requests.Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    16. 16. SEO, AdWords and Analytics August 10, 2012 After a summer hiatus, the June and July SearchQuality Highlights were rolled out in one mega-post. Major updates included Panda data and algorithmrefreshes, an improved rank-ordering function (?), a ranking boost for "trusted sources", and changes to site clustering.Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    17. 17. SEO, AdWords and Analytics August 14, 2012Google makes a significant change to the first page, limiting it to 7 results for many queries. SEOmozresearch shows that this change impacts about 18% of the keywords they tracked.Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    18. 18. SEO, AdWords and Analytics September 27, 2012 Panda algorithm update – this would be the 20th This was a fairly major Panda update that impacts 2.4% of English search queries and will rolled out over multiple days.Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    19. 19. SEO, AdWords and Analytics September 28, 2012 Google launched a major algorithm update coined as being "minor" that targeted low quality exact match domains - the EMD update.Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    20. 20. SEO, AdWords and Analytics October 5, 2012Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    21. 21. SEO, AdWords and Analytics October 9, 2012Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    22. 22. SEO, AdWords and Analytics What is “noticeably affected”Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    23. 23. SEO, AdWords and Analytics So what? What do all those slides mean to me?Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    24. 24. SEO, AdWords and Analytics Shit just got real Image from noaa.govPhil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    25. 25. SEO, AdWords and Analytics photo by Philip RoelandPhil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    26. 26. SEO, AdWords and AnalyticsPhil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    27. 27. SEO, AdWords and Analytics MesotheliomaPhil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    28. 28. SEO, AdWords and AnalyticsPhil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    29. 29. SEO, AdWords and AnalyticsPhil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    30. 30. SEO, AdWords and Analytics 2012 Google Quality Rater Guidelineshttp://pdfcast.org/pdf/google-guidelinesPhil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    31. 31. SEO, AdWords and AnalyticsPhil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    32. 32. SEO, AdWords and Analytics How to bridge the gap for the 6 months you’re digging yourself out of the hole…Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    33. 33. SEO, AdWords and Analytics Google wants your moneyPhil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    34. 34. SEO, AdWords and AnalyticsInsurance (example keywords in this category include "buy carinsurance online" and "auto insurance price quotes")Loans (example keywords include "consolidate graduate studentloans" and "cheapest homeowner loans")Mortgage (example keywords include “refinanced secondmortgages” and “remortgage with bad credit”)Attorney (example keywords include “personal injury attorney”and “dui defense attorney”)Credit (example keywords include “home equity line of credit” and“bad credit home buyer”)Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    35. 35. SEO, AdWords and Analytics AdWords as an Organic Test Use AdWords as a highly prices test to see whatphrases convert and what drives unqualified traffic.Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    36. 36. SEO, AdWords and Analytics RIP Exact Match & Phrase Match • keyword misspellings • singular/plural forms • stemmings (word endings such as "ing", "ed", etc.) • accents • abbreviationsPhil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    37. 37. SEO, AdWords and Analytics More Details on Quality Score Calculation By hovering over keyword status, you can now see Google’s rankings (below average, average, above average) for three key attributes: Expected clickthrough rate, ad relevance, and landing page experience.Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    38. 38. SEO, AdWords and Analytics Ad Rotation Changes You no longer can rotate ads evenly long- term. After 30 90 days of even rotation of ads, Google will start displaying ads that are most likely to get more clicks.Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    39. 39. SEO, AdWords and Analytics Google Analytics Not changing every dayPhil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    40. 40. SEO, AdWords and Analytics A world without keywords Remember my first slide about Google updates? Encrypted search = Not providedPhil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    41. 41. SEO, AdWords and Analytics Not provided 45% WTF?Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    42. 42. SEO, AdWords and AnalyticsPhil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    43. 43. SEO, AdWords and AnalyticsPhil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    44. 44. SEO, AdWords and AnalyticsPhil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    45. 45. SEO, AdWords and Analytics Drop offPhil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    46. 46. SEO, AdWords and Analytics This slide is not blankPhil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    47. 47. SEO, AdWords and Analytics The FuturePhil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    48. 48. SEO, AdWords and AnalyticsPhil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley Photo courtesy of sookie via Flickr: http://www.flickr.com/photos/sookie/31219031/
    49. 49. SEO, AdWords and AnalyticsPhil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    50. 50. SEO, AdWords and AnalyticsPhil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    51. 51. SEO, AdWords and AnalyticsPhil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley
    52. 52. Thank you SEO, AdWords and AnalyticsPhil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley

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