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

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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

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Transcript

  • 1. 7 changes to Google’s search results And how they affect you @JustinDeaville //9
  • 2. However...We have a problem!
  • 3. Cost of acquiring traffic is increasing Source: WordWatch
  • 4. SEO competition is getting tougher
  • 5. The internet is becoming less open
  • 6. More marketing media
  • 7. buy tea online
  • 8. Pay per click (PPC) ads More PPC ads appear here PPC ads buy tea online
  • 9. 6% click here ... or here. Or here buy tea online
  • 10. Organic results: buy tea online Organic results:
  • 11. 30-40% click on 1st result Organic results:
  • 12. 40% 1st 2nd 3rd 4th
  • 13. 40% 12% 9% 1st 2nd 3rd 6% 4th
  • 14. 1st page clicks?
  • 15. 90%* * Percentages will vary by keyword
  • 16. 1st position 10th position
  • 17. 1,400% 1st position 10th position
  • 18. Google Instant 1
  • 19. Google Instant
  • 20. Google Instant
  • 21. Google Instant: so what? What does this mean for digital marketers?
  • 22. Google Instant: so what? • Focus on top spot
  • 23. Google Autocomplete 2
  • 24. Google Autocomplete
  • 25. Google Autocomplete
  • 26. Google Autocomplete: so what? • Target Google’s suggestions • Use Ubersuggest.org
  • 27. Google Autocomplete: so what? • Are you ranking for your brand terms?
  • 28. Personalised search 3
  • 29. Google Instant
  • 30. PersonalizedIncognito result
  • 31. Personalised search What does this mean for digital marketers?
  • 32. Rich snippets
  • 33. More on rich snippets bit.ly/snippets-guide
  • 34. Personalised search: social signals4
  • 35. Social signals are like votes
  • 36. Personalised search: so what? • Get active on social media
  • 37. Google services
  • 38. Google’s Panda updates 5
  • 39. Panda “is designed to reduce rankings for low quality sites”. Matt Cutts, Google’s head of web spam Panda’s objective
  • 40. Google Panda Too many ads goes here Ads here Ads here Ads here
  • 41. What causes a Panda penalty? • Low amount of original content • High bounce rates • Low visit times • Low return rates
  • 42. How to avoid a Panda slap • Create unique accessible content
  • 43. Penguin 6
  • 44. Don’t stuff keywords into your copy
  • 45. Don’t build spammy links • Directory links • Automated links • Paid links • Link networks • Footer links
  • 46. A horrible graph
  • 47. How to recover from Penguin • Link review
  • 48. How to recover from Penguin • Link review • Link removal
  • 49. How to recover from Penguin • Link review • Link removal • Disavow
  • 50. A less horrible graph
  • 51. More on Penguin recovery bit.ly/get-ranking
  • 52. Venice 7
  • 53. Location matters
  • 54. Venice: local content is crucial
  • 55. Change your location
  • 56. Venice: International SEO  Site structure  Location  Language
  • 57. 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
  • 58. Not provided 8
  • 59. John Wanamaker “Half the money I spend on advertising is wasted ...
  • 60. John Wanamaker “Half the money I spend on advertising is wasted ... The trouble is, I don't know which half.”
  • 61. Increase in (not provided) traffic
  • 62. Not provided - not fussed • Integrated approach • Monitor landing pages, not keywords • Call tracking
  • 63. Hummingbird 9
  • 64. Hummingbird: conversational results
  • 65. Conversational results • Before: calorielab.com • After: www.pizzahut.com/nutritionpizza.html Northern Trust
  • 66. Market Research Plan Site Structure & Navigation Create & Optimise Content Build Links & Promote the Brand Monitor Measure Analyse
  • 67. Is content indexed and accessible? Northern Trust
  • 68. Is content relevant?
  • 69. From click to conversion ↓ Search results ↓ Landing page ↓ Conversion
  • 70. Northern Trust
  • 71. Northern Trust
  • 72. Northern Trust
  • 73. 3 C’s of an integrated approach  Coherent  Consistent  Creative
  • 74. Any questions