How to Groove to the Google   Dance (Yes, It’s Back)       SMX West 2013   @Rhea | @outspokenmedia
We’re going to answer:    • What is a Google Dance?    • What is a Google Dance in today’s world?    • How do you avoid ge...
HISTORICAL CONTEXT
http://www.google.com/about/datacenters/
http://www.mattcutts.com/blog/explaining-algorithm-updates-and-data-refreshes/
Updates Were Major Events• seomoz.org/google-algorithm-change• bruceclay.com/blog/2010/12/google-  updates-a-history-of-se...
Most Notable UpdatesFloridaNovember 2003
How do we track these new        updates?
How do you know if you’ve been  caught in a Google Dance?             Stay tuned:            Mitul’s got this!
How do you get out of a   Google Dance?First, know the difference         between:
MANUAL PENALTY   • Fix things.   • Grovel.http://outspokenmedia.com/seo/reconsideration-requests-the-true-turtle-dove/
ALGORITHMIC UPDATE• Fix things.• Wait.
Doing nothing gets   you nothing!
Doing too much couldalso make matters worse.
How do you prevent gettingcaught in a Google Dance in      the first place?
Don’t wait for something       to happen!
Audit your SEO!http://outspokenmedia.com/seo/does-your-board-of-directors-get-seo/
Ensure SEO supports business objectives.Growth is important, butnot harming the business      is 1 st priority!
Be aware. Google updateshappening today:
PandaAmit Singhal on“More Guidance onBuilding High-QualitySites”googlewebmastercentral.blogspot.com/2011/05/more-guidance-...
Penguin
Exact-Match Domain
“Top Heavy”http://insidesearch.blogspot.com/2012/01/page-layout-algorithm-improvement.html
Onto how to avoidgetting slapped by these       updates…  …aka a GIANT list of shady things to avoid!
Correlation isn’t causation, but…
dashes-in-domains-yay.comhttp://www.seomoz.org/blog/the-exact-match-domain-playbook-a-guide-and-best-practices-for-emds
Dashes in domains (esp      multiple)
Keywordstuffdomains.comDomainswithmanykeywords.com   Keywordrichdomain.org  Gotmykeyworddomain.info
Keyword-stuffed domains
Ads above the fold!ADS ON ALL THE THINGS!!!
Tons of ads above the fold
Lots of duplicate content
http://www.useoursite.info | http://www.useoursite.com | http://www.usersguide.biz                            http://www.u...
Scraping content
Low-quality and/or quantity content
Heavy exact-match link building              NOT NATURAL!
Low-quality link building
Link building footprints
Link building footprints
Posting a lot of contentjust for the sake of “fresh”           content
Sometimes, Googlewon’t make you wait  for a Dance…
Live Spamhttp://www.google.com/insidesearch/howsearchworks/fighting-spam.html
Cloakinghttp://abercrombienfitchsuk.com/ -   http://www.myhollisteronsale.com/Cloaked Site                         User Site
You can still  eat. Just don’t be a  buzzkill.
Now you know:• What a Google Dance is (now and then)• How to avoid a Google DanceLet’s talk about how to track/recover!Tak...
Get the deck:http://www.slideshare.net/rdrysdaleSay hello!  rhea@outspokenmedia.com  t: @Rhea | @outspokenmedia
How To Groove To The Google Dance (Yes, It’s Back)
How To Groove To The Google Dance (Yes, It’s Back)
How To Groove To The Google Dance (Yes, It’s Back)
How To Groove To The Google Dance (Yes, It’s Back)
How To Groove To The Google Dance (Yes, It’s Back)
How To Groove To The Google Dance (Yes, It’s Back)
How To Groove To The Google Dance (Yes, It’s Back)
How To Groove To The Google Dance (Yes, It’s Back)
How To Groove To The Google Dance (Yes, It’s Back)
How To Groove To The Google Dance (Yes, It’s Back)
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How To Groove To The Google Dance (Yes, It’s Back)

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Your boss or client may think top rankings are gold, but veteran SEOs know those stats are so 20th-century they’re virtually irrelevant. So how do you measure – and more importantly, prove – the value of your SEO activities, especially in the age of personalized, unique search results? Speakers in this session have promised to "open up their kimonos" and reveal the really useful, measurable techniques they use to demonstrate the value of their work.

Presented with: Rob Bucci, Owner of STAT Search Analytics, Jon Henshaw, Co-Founder & Chief Product Officer of Raven Internet Marketing Tools, and Will Scott, President of Search Influence

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  • Structure the presentation as sound bites and takeaways.Teach them how to apply social media metrics to business metrics. For every case study define both metrics and the overall objective.
  • Transcript of "How To Groove To The Google Dance (Yes, It’s Back)"

    1. 1. How to Groove to the Google Dance (Yes, It’s Back) SMX West 2013 @Rhea | @outspokenmedia
    2. 2. We’re going to answer: • What is a Google Dance? • What is a Google Dance in today’s world? • How do you avoid getting hit by a Google Dance?http://marketingland.com/the-return-of-the-google-dance-22206
    3. 3. HISTORICAL CONTEXT
    4. 4. http://www.google.com/about/datacenters/
    5. 5. http://www.mattcutts.com/blog/explaining-algorithm-updates-and-data-refreshes/
    6. 6. Updates Were Major Events• seomoz.org/google-algorithm-change• bruceclay.com/blog/2010/12/google- updates-a-history-of-seo-from-2000-2010/• seroundtable.com/google-updates- 13861.html• sistrix.de/google-updates/
    7. 7. Most Notable UpdatesFloridaNovember 2003
    8. 8. How do we track these new updates?
    9. 9. How do you know if you’ve been caught in a Google Dance? Stay tuned: Mitul’s got this!
    10. 10. How do you get out of a Google Dance?First, know the difference between:
    11. 11. MANUAL PENALTY • Fix things. • Grovel.http://outspokenmedia.com/seo/reconsideration-requests-the-true-turtle-dove/
    12. 12. ALGORITHMIC UPDATE• Fix things.• Wait.
    13. 13. Doing nothing gets you nothing!
    14. 14. Doing too much couldalso make matters worse.
    15. 15. How do you prevent gettingcaught in a Google Dance in the first place?
    16. 16. Don’t wait for something to happen!
    17. 17. Audit your SEO!http://outspokenmedia.com/seo/does-your-board-of-directors-get-seo/
    18. 18. Ensure SEO supports business objectives.Growth is important, butnot harming the business is 1 st priority!
    19. 19. Be aware. Google updateshappening today:
    20. 20. PandaAmit Singhal on“More Guidance onBuilding High-QualitySites”googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html
    21. 21. Penguin
    22. 22. Exact-Match Domain
    23. 23. “Top Heavy”http://insidesearch.blogspot.com/2012/01/page-layout-algorithm-improvement.html
    24. 24. Onto how to avoidgetting slapped by these updates… …aka a GIANT list of shady things to avoid!
    25. 25. Correlation isn’t causation, but…
    26. 26. dashes-in-domains-yay.comhttp://www.seomoz.org/blog/the-exact-match-domain-playbook-a-guide-and-best-practices-for-emds
    27. 27. Dashes in domains (esp multiple)
    28. 28. Keywordstuffdomains.comDomainswithmanykeywords.com Keywordrichdomain.org Gotmykeyworddomain.info
    29. 29. Keyword-stuffed domains
    30. 30. Ads above the fold!ADS ON ALL THE THINGS!!!
    31. 31. Tons of ads above the fold
    32. 32. Lots of duplicate content
    33. 33. http://www.useoursite.info | http://www.useoursite.com | http://www.usersguide.biz http://www.userguidesite.biz
    34. 34. Scraping content
    35. 35. Low-quality and/or quantity content
    36. 36. Heavy exact-match link building NOT NATURAL!
    37. 37. Low-quality link building
    38. 38. Link building footprints
    39. 39. Link building footprints
    40. 40. Posting a lot of contentjust for the sake of “fresh” content
    41. 41. Sometimes, Googlewon’t make you wait for a Dance…
    42. 42. Live Spamhttp://www.google.com/insidesearch/howsearchworks/fighting-spam.html
    43. 43. Cloakinghttp://abercrombienfitchsuk.com/ - http://www.myhollisteronsale.com/Cloaked Site User Site
    44. 44. You can still eat. Just don’t be a buzzkill.
    45. 45. Now you know:• What a Google Dance is (now and then)• How to avoid a Google DanceLet’s talk about how to track/recover!Take it away Marcus and Mitul. 
    46. 46. Get the deck:http://www.slideshare.net/rdrysdaleSay hello! rhea@outspokenmedia.com t: @Rhea | @outspokenmedia

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