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