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

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

Published in: Technology, News & Politics
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Transcript of "Justin Deaville - OTE London - 9 recent changes to the search results"

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