© 2014 Keller SEO Services LLC. All Rights Reserved.
10 Tactics for
Surviving & Thriving
in Google
We’ll Cover 3 Things
1. The evolution of Google’s search
results pages
2. Penguin, Panda & Hummingbird -
Google’s “big” al...
Source: Screeningnotes.com
The Google index had about 25 million pages in 1998; now there’s more than 30 trillion. Source: blogoscoped.com & ventureb...
Source: googlesystem.blogspot.com
Circa 2001
Source: Google Connects Searchers With Local Information - Mar 17, 2004
Circa 2004
Source: blogoscoped.com
Circa 2008
Source: Official Google Blog: A spring metamorphosis — Google's new look - May 5, 2010
Circa 2010
Source: techcrunch.com
Circa 2011
Source: Official Google Blog: Search, plus Your World - Jan 10, 2012
Circa 2012
A good read detailing the most recent changes: Google's 2014 Redesign: Before and After
Circa 2014 (Last Week)
Where did t...
Instant Answers to Queries
Do I even have to click?
Now Official: Google Adds Restaurant Menus To Search Results - Feb 28, 2014
Instant Answers to Queries
Now, that’s handy!
Instant Answers to Queries
How do you feel if
you are this guy?
An in-depth, somewhat “geeky” (in a good way) article on Google’s Hummingbird: What Does the Hummingbird Say? - Nov 7, 201...
AJ Kohn’s exceptional article Knowledge Graph Optimization
Knowledge Graph
Google Testing New Sponsored Shopping Boxes, With 3D View - Mar 17, 2014
Knowledge Graph Ads?
Google Testing New Sponsored Shopping Boxes, With 3D View - Mar 17, 2014
Knowledge Graph Ads in 3D?
Ouch Amazon!
Reviews Are the Brass Ring on Google's Carousel - Sep 16, 2013
Local Carousel
You don’t have a
chance if you are not
in he...
Authorship
Rich Snippets
Source: https://www.google.com/insidesearch/howsearchworks/algorithms.html
Many Improvements Every Year
Source: danceswithfat.wordpress.com , tvropes.org , deviantart.net
The Big 3 Everyone Talks About
Began in 2012
5 Known Up...
Source: Fanpop.com
© 2014 Keller SEO Services LLC. All Rights Reserved.
Your 10 Tactics
#1 Get Your Google+ On
Source: https://plus.google.com/authorship
Fill It Out Completely
Especially fill out
“Contributor to”
This Can Happen
Post & Develop Your Authority
A good resource: Top 20 Local Search Ranking Factors: An Illustrated Guide
#2 Businesses, Claim Your Google+ Page
Fill It Out Completely
Add Photos, Video
Post
On Your Site, Link Back to Google+
This links to
google.com/+TheIronHorseHotelMilwaukee
This Can Happen
#3 Businesses, Encourage Reviews
Real, Genuine Reviews
This Can Happen
Source: Getting Started with Structured Markup for SEO
#4 Use Structured Data Markup
When have all three major search
engi...
Source: Official Site: Schema.org
What Is schema.org Really?
Source: Baked Tilapia Recipe from Taste of Home
A Real Life Example
Use Google’s Structured Data Testing Tool to check the markup
A Real Life Example
This Can Happen
Source: Google's Structured Data Markup Helper
Tools Make the Process Easier
A fantastic primer: Micro Data & Schema.org: Guide To Generating Rich Snippets
#5 Maximize Rich Snippet Opportunities
Idea from: Micro Data & Schema.org: Guide To Generating Rich Snippets
If You Sell Products Online
Source: How to Build a Shed from The Family Handyman
If You Publish Authoritative Articles
Idea from: Micro Data & Schema.org: Guide To Generating Rich Snippets
If You Want to Showcase Reviews
Idea from: Micro Data & Schema.org: Guide To Generating Rich Snippets
If You Sell Tickets to An Event
Source: http://yourquestions.mcdonalds.ca/
#6 Offer Uniquely Valuable Content
Ecommerce Alone Won’t Cut It
Source: http://www.foodsaver.com/outdoor-life.html
Not When You Are Up Against This
Be Wary of This
Source: danceswithfat.wordpress.com
Source: New York Times
#7 Get Links Wisely
Links are like votes
Not All Links Are Equal in Value
1st
10th
Encourage Links From Relevant Sites
Source: tvropes.org
Keep An Eye on Anchor Text
Get started here: http://bit.ly/1iT6DMm
#8 Use Google Webmaster Tools
And, it’s free!
New and important messages from Google are on your dashboard
Useful Site Messages
Oh boy! That’s a problem…
To navigate to this data: Search Traffic > Search Queries
Keyword Phrase Data
To navigate to this data: Search Appearance > HTML Improvements
Hints to Improve Your HTML
Clicking on this will give you
...
To navigate to this data: Search Appearance > Structured Data
Check Your Structured Data
Clicking on the errors gives
you ...
#9 Be Fast & Mobile Friendly
Don’t these look like mobile
units to you?
Source: http://searchengineland.com/10-key-takeaways-meet-search-engines-smx-west-186903
Listen to the Hints
To navigate to this data: Behavior > Site Speed > Speed Suggestions
Google Analytics Data for Speed
This is NOT Fast
Clicking on PageSpeedSuggestions brings you to this. Note the Mobile version as well.
Tips on How to Fix
Source: disney.wikia.com
#10 Continually Educate Yourself
Read These
1. http://moz.com/blog
2. http://searchengineland.com/
3. http://www.seroundtable.com/
Contact me for SEO training in Milwaukee area or a schedule of workshops. Email: jen@jenkeller.com
Consider a Workshop?
10 Tactics for Surviving & Thriving in Google
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10 Tactics for Surviving & Thriving in Google

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Google’s search results are vastly different today than they were two years ago. There are new kinds of results (knowledge graph, rich snippets, carousels, verticals, etc) and updated SEO best practices (microdata, backlinking, anchor text, keywords, etc). This presentation explains the relatively recent Google algorithm updates and their potentially devastating effects on non-compliant websites. Plus, it covers 10 sure-fire SEO tactics you can implement to survive and thrive in Google’s ever-changing world. (March 2014)

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10 Tactics for Surviving & Thriving in Google

  1. 1. © 2014 Keller SEO Services LLC. All Rights Reserved. 10 Tactics for Surviving & Thriving in Google
  2. 2. We’ll Cover 3 Things 1. The evolution of Google’s search results pages 2. Penguin, Panda & Hummingbird - Google’s “big” algo updates 3. Ten tactics you can use
  3. 3. Source: Screeningnotes.com
  4. 4. The Google index had about 25 million pages in 1998; now there’s more than 30 trillion. Source: blogoscoped.com & venturebeat.com Circa 1998 Hmm… wonder who had the exclamation point first?
  5. 5. Source: googlesystem.blogspot.com Circa 2001
  6. 6. Source: Google Connects Searchers With Local Information - Mar 17, 2004 Circa 2004
  7. 7. Source: blogoscoped.com Circa 2008
  8. 8. Source: Official Google Blog: A spring metamorphosis — Google's new look - May 5, 2010 Circa 2010
  9. 9. Source: techcrunch.com Circa 2011
  10. 10. Source: Official Google Blog: Search, plus Your World - Jan 10, 2012 Circa 2012
  11. 11. A good read detailing the most recent changes: Google's 2014 Redesign: Before and After Circa 2014 (Last Week) Where did the blue underlines go?
  12. 12. Instant Answers to Queries Do I even have to click?
  13. 13. Now Official: Google Adds Restaurant Menus To Search Results - Feb 28, 2014 Instant Answers to Queries Now, that’s handy!
  14. 14. Instant Answers to Queries How do you feel if you are this guy?
  15. 15. An in-depth, somewhat “geeky” (in a good way) article on Google’s Hummingbird: What Does the Hummingbird Say? - Nov 7, 2013 Determining Intent Who said I wanted the men’s basketball information?
  16. 16. AJ Kohn’s exceptional article Knowledge Graph Optimization Knowledge Graph
  17. 17. Google Testing New Sponsored Shopping Boxes, With 3D View - Mar 17, 2014 Knowledge Graph Ads?
  18. 18. Google Testing New Sponsored Shopping Boxes, With 3D View - Mar 17, 2014 Knowledge Graph Ads in 3D? Ouch Amazon!
  19. 19. Reviews Are the Brass Ring on Google's Carousel - Sep 16, 2013 Local Carousel You don’t have a chance if you are not in here
  20. 20. Authorship
  21. 21. Rich Snippets
  22. 22. Source: https://www.google.com/insidesearch/howsearchworks/algorithms.html Many Improvements Every Year
  23. 23. Source: danceswithfat.wordpress.com , tvropes.org , deviantart.net The Big 3 Everyone Talks About Began in 2012 5 Known Updates Began in 2011 26 Known Updates Began in 2013 1 Core Rewrite
  24. 24. Source: Fanpop.com
  25. 25. © 2014 Keller SEO Services LLC. All Rights Reserved. Your 10 Tactics
  26. 26. #1 Get Your Google+ On
  27. 27. Source: https://plus.google.com/authorship Fill It Out Completely Especially fill out “Contributor to”
  28. 28. This Can Happen
  29. 29. Post & Develop Your Authority
  30. 30. A good resource: Top 20 Local Search Ranking Factors: An Illustrated Guide #2 Businesses, Claim Your Google+ Page
  31. 31. Fill It Out Completely
  32. 32. Add Photos, Video
  33. 33. Post
  34. 34. On Your Site, Link Back to Google+ This links to google.com/+TheIronHorseHotelMilwaukee
  35. 35. This Can Happen
  36. 36. #3 Businesses, Encourage Reviews
  37. 37. Real, Genuine Reviews
  38. 38. This Can Happen
  39. 39. Source: Getting Started with Structured Markup for SEO #4 Use Structured Data Markup When have all three major search engines ever collaborated on anything? This MUST be important!
  40. 40. Source: Official Site: Schema.org What Is schema.org Really?
  41. 41. Source: Baked Tilapia Recipe from Taste of Home A Real Life Example
  42. 42. Use Google’s Structured Data Testing Tool to check the markup A Real Life Example
  43. 43. This Can Happen
  44. 44. Source: Google's Structured Data Markup Helper Tools Make the Process Easier
  45. 45. A fantastic primer: Micro Data & Schema.org: Guide To Generating Rich Snippets #5 Maximize Rich Snippet Opportunities
  46. 46. Idea from: Micro Data & Schema.org: Guide To Generating Rich Snippets If You Sell Products Online
  47. 47. Source: How to Build a Shed from The Family Handyman If You Publish Authoritative Articles
  48. 48. Idea from: Micro Data & Schema.org: Guide To Generating Rich Snippets If You Want to Showcase Reviews
  49. 49. Idea from: Micro Data & Schema.org: Guide To Generating Rich Snippets If You Sell Tickets to An Event
  50. 50. Source: http://yourquestions.mcdonalds.ca/ #6 Offer Uniquely Valuable Content
  51. 51. Ecommerce Alone Won’t Cut It
  52. 52. Source: http://www.foodsaver.com/outdoor-life.html Not When You Are Up Against This
  53. 53. Be Wary of This
  54. 54. Source: danceswithfat.wordpress.com
  55. 55. Source: New York Times #7 Get Links Wisely Links are like votes
  56. 56. Not All Links Are Equal in Value 1st 10th
  57. 57. Encourage Links From Relevant Sites
  58. 58. Source: tvropes.org Keep An Eye on Anchor Text
  59. 59. Get started here: http://bit.ly/1iT6DMm #8 Use Google Webmaster Tools And, it’s free!
  60. 60. New and important messages from Google are on your dashboard Useful Site Messages Oh boy! That’s a problem…
  61. 61. To navigate to this data: Search Traffic > Search Queries Keyword Phrase Data
  62. 62. To navigate to this data: Search Appearance > HTML Improvements Hints to Improve Your HTML Clicking on this will give you a list of the URLs with duplicate title tags
  63. 63. To navigate to this data: Search Appearance > Structured Data Check Your Structured Data Clicking on the errors gives you directions on how to fix
  64. 64. #9 Be Fast & Mobile Friendly Don’t these look like mobile units to you?
  65. 65. Source: http://searchengineland.com/10-key-takeaways-meet-search-engines-smx-west-186903 Listen to the Hints
  66. 66. To navigate to this data: Behavior > Site Speed > Speed Suggestions Google Analytics Data for Speed This is NOT Fast
  67. 67. Clicking on PageSpeedSuggestions brings you to this. Note the Mobile version as well. Tips on How to Fix
  68. 68. Source: disney.wikia.com #10 Continually Educate Yourself
  69. 69. Read These 1. http://moz.com/blog 2. http://searchengineland.com/ 3. http://www.seroundtable.com/
  70. 70. Contact me for SEO training in Milwaukee area or a schedule of workshops. Email: jen@jenkeller.com Consider a Workshop?
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