Justin Deaville - OTE London - 9 recent changes to the search results
Upcoming SlideShare
Loading in...5
×
 

Justin Deaville - OTE London - 9 recent changes to the search results

on

  • 750 views

Topic: 9 Recent Changes to the Search Results ...

Topic: 9 Recent Changes to the Search Results

Key Takeaways:
Keep up to date with Google’s changes
Discover how social signals are being built into search engine algorithms
Learn how to protect your site against Panda & Penguin updates

Statistics

Views

Total Views
750
Slideshare-icon Views on SlideShare
750
Embed Views
0

Actions

Likes
1
Downloads
17
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Justin Deaville - OTE London - 9 recent changes to the search results Justin Deaville - OTE London - 9 recent changes to the search results Presentation Transcript

    • 7 changes to Google’s search results And how they affect you @JustinDeaville //9
    • However...We have a problem!
    • Cost of acquiring traffic is increasing Source: WordWatch
    • SEO competition is getting tougher
    • The internet is becoming less open
    • More marketing media
    • buy tea online
    • Pay per click (PPC) ads More PPC ads appear here PPC ads buy tea online
    • 6% click here ... or here. Or here buy tea online
    • Organic results: buy tea online Organic results:
    • 30-40% click on 1st result Organic results:
    • 40% 1st 2nd 3rd 4th
    • 40% 12% 9% 1st 2nd 3rd 6% 4th
    • 1st page clicks?
    • 90%* * Percentages will vary by keyword
    • 1st position 10th position
    • 1,400% 1st position 10th position
    • Google Instant 1
    • Google Instant
    • Google Instant
    • Google Instant: so what? What does this mean for digital marketers?
    • Google Instant: so what? • Focus on top spot
    • Google Autocomplete 2
    • Google Autocomplete
    • Google Autocomplete
    • Google Autocomplete: so what? • Target Google’s suggestions • Use Ubersuggest.org
    • Google Autocomplete: so what? • Are you ranking for your brand terms?
    • Personalised search 3
    • Google Instant
    • PersonalizedIncognito result
    • Personalised search What does this mean for digital marketers?
    • Rich snippets
    • More on rich snippets bit.ly/snippets-guide
    • Personalised search: social signals4
    • Social signals are like votes
    • Personalised search: so what? • Get active on social media
    • Google services
    • Google’s Panda updates 5
    • Panda “is designed to reduce rankings for low quality sites”. Matt Cutts, Google’s head of web spam Panda’s objective
    • Google Panda Too many ads goes here Ads here Ads here Ads here
    • What causes a Panda penalty? • Low amount of original content • High bounce rates • Low visit times • Low return rates
    • How to avoid a Panda slap • Create unique accessible content
    • Penguin 6
    • Don’t stuff keywords into your copy
    • Don’t build spammy links • Directory links • Automated links • Paid links • Link networks • Footer links
    • A horrible graph
    • How to recover from Penguin • Link review
    • How to recover from Penguin • Link review • Link removal
    • How to recover from Penguin • Link review • Link removal • Disavow
    • A less horrible graph
    • More on Penguin recovery bit.ly/get-ranking
    • Venice 7
    • Location matters
    • Venice: local content is crucial
    • Change your location
    • Venice: International SEO  Site structure  Location  Language
    • Google NCR* US: google.com/ncr Australia: google.com.au/ncr *NCR stands for ‘No Country Redirect’ India: google.co.in/ncr South Africa: google.co.za/ncr UK: google.co.uk/ncr
    • Not provided 8
    • John Wanamaker “Half the money I spend on advertising is wasted ...
    • John Wanamaker “Half the money I spend on advertising is wasted ... The trouble is, I don't know which half.”
    • Increase in (not provided) traffic
    • Not provided - not fussed • Integrated approach • Monitor landing pages, not keywords • Call tracking
    • Hummingbird 9
    • Hummingbird: conversational results
    • Conversational results • Before: calorielab.com • After: www.pizzahut.com/nutritionpizza.html Northern Trust
    • Market Research Plan Site Structure & Navigation Create & Optimise Content Build Links & Promote the Brand Monitor Measure Analyse
    • Is content indexed and accessible? Northern Trust
    • Is content relevant?
    • From click to conversion ↓ Search results ↓ Landing page ↓ Conversion
    • Northern Trust
    • Northern Trust
    • Northern Trust
    • 3 C’s of an integrated approach  Coherent  Consistent  Creative
    • Any questions