Welcome!
Pandas, Penguins and Hummingbirds:
Google’s Rapid Transformation of Search
November 2013
Agenda
• Introductions and Overview

• How search marketing can help your business
• Recent changes to Google’s Algorithm
...
Introductions
A Brief Introduction to Top Floor
Technologies
Top Floor Technologies
• Website Design &
Development
• Search Engine Marketing
• Web Analytics &
Conversion Improvement

...
Getting the Most
From Today’s Workshop
Write down 2-3 learning points
that you will begin putting into
action within the n...
When you search for
something
online, where do you
start?
When your prospects &
customers search for
vendors online,
where do you think
they start?
Overall Share of Searches
Ask
3%

AOL
2%

Microsoft
15%

Yahoo
14%

Google
66%

Source: ComScore
B2B Preferred Search Engines
Microsoft
7%

Others
2%

Yahoo
14%

Google
77%

Source: Enquiro Business to Business Survey
The Power of Search

• Over 100 billion global searches each month.
• Inbound leads cost 61% less than outbound
leads.

• ...
Being found
on Google
SEO – Organic Results
 Over 80% of

activity on the first
results page (top
10 results)

 Keys to success:
 Keyword

an...
Justin Kerley
SEO Manager, Top Floor Technologies

Eric Vallee
Senior SEO Specialist, Top Floor
Technologies
Recent Changes to Google’s
Algorithm
What is Google’s Algorithm?
Panda Update
• Nicknamed after an engineer that helped create
the update

• Targeted sites that tried to manipulate Google...
Penguin Update
• The “Over Optimization” update
• Predominantly penalized sites that participated in
bad linking practices...
Hummingbird
• Not an algorithm update like Panda or Penguin
• A new “engine” for Google’s algorithm that
incorporates elem...
Major Myth About Hummingbird
Wearable Technology

Location Searches

Conversational Search
Myth Debunked!
• Create the best content possible
• Take into consideration what your target audience is
looking for and t...
Example Keyword Theme
• Target keyword phrase “Luxury SUV”
– “heated leather seats”
– “built-in navigation”
– “five star s...
Changes to the SERP
Dr. Pete’s “Mega-SERP”
• 25 different elements that may appear in a SERP
• 5 paid (Adwords)
• 11 elements are designed to ...
Banner Ads (Beta)
It’s time for a
coffee break.
What Does This Mean For Your
Strategy?
Content is King
• Content can be text, images, videos or any asset
used to communicate your message to users

• Fresh cont...
What Makes Good Content
• What differentiates you from your competition?
• What type of information is your target audienc...
Example: Wikipedia Page-Elvis
• Content covers a vast array of topics
• Content is broken down into relevant sub-sections
...
Think Integration, Not Silos
• We used to think of SEO, PPC, Social Media, PR
and other marketing as separate tactics

• G...
Real Life Example
Q&A
Thank You!
Please leave your comments on the
seminar feedback forms.
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Google's rapid, recent transformation of search

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Top Floor's Justin Kerley and Eric Vallee discuss all the recent changes that Google has implemented and the implications they have for search marketing.

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Google's rapid, recent transformation of search

  1. 1. Welcome! Pandas, Penguins and Hummingbirds: Google’s Rapid Transformation of Search November 2013
  2. 2. Agenda • Introductions and Overview • How search marketing can help your business • Recent changes to Google’s Algorithm • Google’s ever-evolving search engine results page (SERP) • How your strategy is affected • Questions & Answers
  3. 3. Introductions
  4. 4. A Brief Introduction to Top Floor Technologies
  5. 5. Top Floor Technologies • Website Design & Development • Search Engine Marketing • Web Analytics & Conversion Improvement • Marketing & Branding Strategy Maximizing Online Marketing Results for Hundreds of Businesses Since 1999
  6. 6. Getting the Most From Today’s Workshop Write down 2-3 learning points that you will begin putting into action within the next two weeks. Then – follow through.
  7. 7. When you search for something online, where do you start?
  8. 8. When your prospects & customers search for vendors online, where do you think they start?
  9. 9. Overall Share of Searches Ask 3% AOL 2% Microsoft 15% Yahoo 14% Google 66% Source: ComScore
  10. 10. B2B Preferred Search Engines Microsoft 7% Others 2% Yahoo 14% Google 77% Source: Enquiro Business to Business Survey
  11. 11. The Power of Search • Over 100 billion global searches each month. • Inbound leads cost 61% less than outbound leads. • SEO leads have a 14.6% close rate, while outbound leads have a 1.7% close rate. Source: searchenginejournal.com
  12. 12. Being found on Google
  13. 13. SEO – Organic Results  Over 80% of activity on the first results page (top 10 results)  Keys to success:  Keyword analysis  Content development  Linking strategy  Monitoring & updating
  14. 14. Justin Kerley SEO Manager, Top Floor Technologies Eric Vallee Senior SEO Specialist, Top Floor Technologies
  15. 15. Recent Changes to Google’s Algorithm
  16. 16. What is Google’s Algorithm?
  17. 17. Panda Update • Nicknamed after an engineer that helped create the update • Targeted sites that tried to manipulate Google’s focus on content – Thin Content (typically user-generated) – Content Farms – High Ad-to-Content Ratio sites
  18. 18. Penguin Update • The “Over Optimization” update • Predominantly penalized sites that participated in bad linking practices – Purchasing links – Unnatural (over optimized) anchor text – Link networks
  19. 19. Hummingbird • Not an algorithm update like Panda or Penguin • A new “engine” for Google’s algorithm that incorporates elements from the previous iteration • Focused on better understanding the intent of the searcher
  20. 20. Major Myth About Hummingbird Wearable Technology Location Searches Conversational Search
  21. 21. Myth Debunked! • Create the best content possible • Take into consideration what your target audience is looking for and the types of questions they ask • Keyword Theme
  22. 22. Example Keyword Theme • Target keyword phrase “Luxury SUV” – “heated leather seats” – “built-in navigation” – “five star safety rating” – “backup camera” – “seating for eight”
  23. 23. Changes to the SERP
  24. 24. Dr. Pete’s “Mega-SERP” • 25 different elements that may appear in a SERP • 5 paid (Adwords) • 11 elements are designed to keep you on a Google Products (Search, Maps, Plus) – Knowledge Graph – Carousel – Images Source: http://moz.com/blog/mega-serp-a-visual-guide-to-google
  25. 25. Banner Ads (Beta)
  26. 26. It’s time for a coffee break.
  27. 27. What Does This Mean For Your Strategy?
  28. 28. Content is King • Content can be text, images, videos or any asset used to communicate your message to users • Fresh content – Company News – Industry News – Blog Posts – How Tos • Web content is the foundation
  29. 29. What Makes Good Content • What differentiates you from your competition? • What type of information is your target audience looking for? • What are the pain points/questions that arise during the sales process? • Use your web content to answer these questions
  30. 30. Example: Wikipedia Page-Elvis • Content covers a vast array of topics • Content is broken down into relevant sub-sections • Do I need a page for that? http://en.wikipedia.org/wiki/Elvis_Presley
  31. 31. Think Integration, Not Silos • We used to think of SEO, PPC, Social Media, PR and other marketing as separate tactics • Google Used to Get it’s Data from Search • Now, with Knowledge Graph, Google is influenced by many different channels – SEO – PPC – Social Media – PR – Television, Radio
  32. 32. Real Life Example
  33. 33. Q&A
  34. 34. Thank You! Please leave your comments on the seminar feedback forms.
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