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GOOGLE’S ALGORITHM UPDATES:
WHAT YOU NEED TO KNOW TO
RANK IN GOOGLE IN 2014
Mike Huber, VP Client Services, Vertical Measu...
www.VerticalMeasures.com

ABOUT YOUR PRESENTER

• VP – Client Services - Vertical Measures
• 25 Years in traditional/digit...
www.VerticalMeasures.com

WHAT WE’LL COVER

• Recap of Google 2013 updates and their impact and
significance.
• Steps to t...
KEYWORD
NOT
PROVIDED
www.verticalmeasures.com

HOW TO TELL IF YOU BEEN AFFECTED
•
•
•
•

You’ve received a notice
You’ve noticed a drop in rank...
www.verticalmeasures.com

SOMETIMES IT’S EASY TO SEE
www.verticalmeasures.com

WEBMASTER TOOLS - MESSAGE

v
www.verticalmeasures.com

FRUITION IMPACT TOOL - FREE

http://www.fruition.net
www.verticalmeasures.com

PANGUIN TOOL

http://www.barracuda-digital.co.uk/panguin-tool/
www.verticalmeasures.com

Ahrefs.com

http://www.ahrefs.com
MANUAL PENALTY

Search – site:mywebsitename.com
PANDA – TARGETS THIN CONTENT
Reduced rankings for low quality sites
Also called “Farmer” as it targeted content farms
The ...
www.verticalmeasures.com
www.VerticalMeasures.com

FIXING THIN CONTENT
• Identify the thin content on your site
• Set about ‘thickening’ that conte...
www.VerticalMeasures.com

UNINTENTIONAL DUPLICATE CONTENT
www. vs. non www. – Canonical Tag
Staging or server sites – No I...
www.VerticalMeasures.com

TOOLS TO FIND DUPLICATE CONTENT
Google search operators
– Site:domain.com inurl:keyword (find ho...
PENGUIN – TARGETED AT WEB SPAM
•
•
•
•
•
•
•

Over optimized exact-match anchor text
Overuse of exact-match domains
Low-qu...
www.verticalmeasures.com

ANALYZE YOUR BACKLINK PROFILE
Google Webmaster Tools
Majestic SEO
Open Site Explorer
Bing Webmas...
www.verticalmeasures.com

FIX THE PROBLEM – THE PROCESS
Download your backlinks from multiple sources
De-dup your list – U...
KEYWORD NOT PROVIDED
Google Analytics
Keyword Data – Not Provided
Page Level data – referral sources
Ranking data
Adwords ...
www.verticalmeasures.com

WHAT THE FUTURE HOLDS
www.verticalmeasures.com

THE BASICS
Clean up your mess
• Basic SEO – Title tags, Meta Descriptions
• Duplicate Content
• ...
www.verticalmeasures.com

http://moz.com/blog/meta-data-templates-123
LINK BUILDING
•
•
•
•

Is Link Building ‘Dead’
The Rules For Link Building
Techniques
Some Tools You Can Use
LINK BUILDING TECHNIQUES
•
•
•
•
•
•

Reclamation
Unlinked Brand Mentions
Lists
Resource Pages
Links to 404 Page and Broke...
LINK BUILDING TOOLS
LINK BUILDING TOOLS
Fresh Web Explorer

•

Find Brand Mentions

•

Competitor Mentions

•

Keyword Mentions

•

Open Multi...
LINK BUILDING TOOLS
Guest Post Labs Query Generator

•

Generate Advanced Search Queries

•

Find Guest Blogging Opportuni...
www.verticalmeasures.com
CONSUMERS DON’T CARE
• They don’t care about your products
• They don’t care about your services
• They don’t care you spe...
WHAT THEY DO CARE ABOUT
• They care about saving time, trouble and effort
• They care about saving money.
• Mostly, they c...
“NOW,
RELATIONSHIPS
ARE CREATED WITH
INFORMATION,
NOT PEOPLE.”
-YoutilityBook.com
“CONTENT MARKETING”
CONTENT MARKETING HAS
BECOME THE TOP PRIORITY.
www.VerticalMeasures.com

WHAT IS CONTENT MARKETING?
Content marketing is the art of providing relevant,
useful content to...
www.VerticalMeasures.com
WHAT CONTENT CAN DO
GREAT CONTENT works on its own behalf. It
can spread, persuade and convert people
without your help, j...
THIS IS NOT A 30 DAY R.O.I.

BUT THE LONG-TERM PAYOFFS
CAN BE HUGE
www.VerticalMeasures.com

2.5x
BOTH B2B AND B2C COMPANIES
WITH 101 – 200 PAGES GENERATE
2.5x MORE LEADS THAN THOSE
WITH 50...
www.VerticalMeasures.com

5x
COMPANIES THAT BLOG 15 OR
MORE TIMES PER MONTH
GET 5x MORE TRAFFIC THAN
COMPANIES THAT DON’T ...
THINK LIKE A PUBLISHER!
PUT TOGETHER AN EDITORIAL CALENDAR

http://www.verticalmeasures.com/content-editorial-calendar-template/
www.VerticalMeasures.com

“The more keyword rich
content you develop and
publish, the bigger your
content footprint and th...
www.verticalmeasures.com

CLICK THIS BUTTON OFTEN

Publish
www.VerticalMeasures.com

The best time to start a
content marketing
program is 5 years ago.

The second best
time is NOW!
2014 AND BEYOND
•
•
•
•
•

Determine If You Have A Problem
Fix it
Audit and SEO Basics
Build High Quality Links
Publish Co...
www.VerticalMeasures.com

QUESTIONS?

Contact: 888-476-1881
www.VerticalMeasures.com
www.VerticalMeasures.com

NEXT WEBINAR…
How to Successfully Respond to a
Manual Google Penalty

16
Jan

11am PST
2pm EST

...
www.VerticalMeasures.com
www.VerticalMeasures.com

www.VerticalMeasures.com
Google's Algorithm Updates: What You Need to Know to Rank in 2014
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Google's Algorithm Updates: What You Need to Know to Rank in 2014

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It seems like 2013 should be called the “Year of the Google Update,” with major updates becoming a common occurrence throughout the year. These algorithm changes negatively impacted many websites, causing traffic and rankings to plummet. Panda, Penguin, and the most recent “Keyword not provided” were all culprits that you may have unfortunately become familiar with.

But never fear, there are ways to recover if you’ve been effected. Attend this free webinar to go more in depth into what problems each update caused and how you can reverse negative impact on your website. Even if you weren’t affected, this webinar will help you understand proactive actions to take so you continue to only see positive results in the SERPs. The landscape of SEO is changing, so make sure you are equipped to launch into 2014 and beyond with the strategies outlined in this webinar.

In this webinar, we’ll cover:

--Recap of Google 2013 updates and their impact and significance.
--Steps to take to mitigate negative impact of these updates.
--How you maintain and/or increase your website traffic for 2014
--Specific action steps you can take to grow traffic.
--How SEO will change for 2014 and beyond.

Published in: Business, Technology, Design
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Transcript of "Google's Algorithm Updates: What You Need to Know to Rank in 2014"

  1. 1. GOOGLE’S ALGORITHM UPDATES: WHAT YOU NEED TO KNOW TO RANK IN GOOGLE IN 2014 Mike Huber, VP Client Services, Vertical Measures @mjhuber www.VerticalMeasures.com
  2. 2. www.VerticalMeasures.com ABOUT YOUR PRESENTER • VP – Client Services - Vertical Measures • 25 Years in traditional/digital advertising and marketing • Speaker at various events/venues • On a number of digital start-ups • Been an Internet marketer longer than Google has existed.
  3. 3. www.VerticalMeasures.com WHAT WE’LL COVER • Recap of Google 2013 updates and their impact and significance. • Steps to take to mitigate negative impact of these updates. • How you maintain and/or increase your website traffic for 2014 • Specific action steps you can take to grow traffic. • How SEO will change for 2014 and beyond.
  4. 4. KEYWORD NOT PROVIDED
  5. 5. www.verticalmeasures.com HOW TO TELL IF YOU BEEN AFFECTED • • • • You’ve received a notice You’ve noticed a drop in rankings You’ve noticed a drop in traffic Your key search terms have suddenly disappeared Make sure you are know what happened so you can solve the right problem
  6. 6. www.verticalmeasures.com SOMETIMES IT’S EASY TO SEE
  7. 7. www.verticalmeasures.com WEBMASTER TOOLS - MESSAGE v
  8. 8. www.verticalmeasures.com FRUITION IMPACT TOOL - FREE http://www.fruition.net
  9. 9. www.verticalmeasures.com PANGUIN TOOL http://www.barracuda-digital.co.uk/panguin-tool/
  10. 10. www.verticalmeasures.com Ahrefs.com http://www.ahrefs.com
  11. 11. MANUAL PENALTY Search – site:mywebsitename.com
  12. 12. PANDA – TARGETS THIN CONTENT Reduced rankings for low quality sites Also called “Farmer” as it targeted content farms The content has low value to users Copied Content from other sites Site-Wide Penalty Improves rankings for sites that: Provide high quality Original content In-depth research and information Thoughtful analysis And so on…
  13. 13. www.verticalmeasures.com
  14. 14. www.VerticalMeasures.com FIXING THIN CONTENT • Identify the thin content on your site • Set about ‘thickening’ that content • Add text • Add photos and graphics • Add video • Add new pages of great content to off set the number of thin pages
  15. 15. www.VerticalMeasures.com UNINTENTIONAL DUPLICATE CONTENT www. vs. non www. – Canonical Tag Staging or server sites – No Index No Follow Pagination <head> <link rel=”prev” href=http://www.mypage. com/search/2/> <link rel=”prev” href=http://www.mypage. com/search/4/> </head> Categories or URL paths
  16. 16. www.VerticalMeasures.com TOOLS TO FIND DUPLICATE CONTENT Google search operators – Site:domain.com inurl:keyword (find how many URLs include a particular keyword) – Site:domain.com intitle:keyword (find how many pages are targeting a particular keyword in a title) – Site:domain.com -www. (find staging sites or other redundant content on subdomains) Screaming Frog http://www.screamingfrog.co.uk/ – Pull report of all titles to see duplicate titles on all indexed content Plagspotter.com (& other internal duplicate content locators)
  17. 17. PENGUIN – TARGETED AT WEB SPAM • • • • • • • Over optimized exact-match anchor text Overuse of exact-match domains Low-quality article marketing & blog spam Keyword stuffing in internal/outbound links Links from irrelevant sites Links from low quality sites Links from sites that are outside the TOS of Google
  18. 18. www.verticalmeasures.com ANALYZE YOUR BACKLINK PROFILE Google Webmaster Tools Majestic SEO Open Site Explorer Bing Webmaster Tools Link Research Tools Ahrefs Cognitive SEO Any tool that will help you discover and rate backlinks
  19. 19. www.verticalmeasures.com FIX THE PROBLEM – THE PROCESS Download your backlinks from multiple sources De-dup your list – Use this to record your actions Organize and sort by link value/metrics Determine the ratio of anchor text to total links Visually inspect each site Determine action needed Pruned – Reclaimed – No Followed – No Action Needed Upload disavow file File reconsideration request* Review links periodically. Write great content.
  20. 20. KEYWORD NOT PROVIDED Google Analytics Keyword Data – Not Provided Page Level data – referral sources Ranking data Adwords data
  21. 21. www.verticalmeasures.com WHAT THE FUTURE HOLDS
  22. 22. www.verticalmeasures.com THE BASICS Clean up your mess • Basic SEO – Title tags, Meta Descriptions • Duplicate Content • Internal Linking, XML site Map • Micro Data • Clean Up Your Backlink Profile • Add Social Media Sharing Buttons • FB, G+, Pinterest, LI, others • Move to responsive design
  23. 23. www.verticalmeasures.com http://moz.com/blog/meta-data-templates-123
  24. 24. LINK BUILDING • • • • Is Link Building ‘Dead’ The Rules For Link Building Techniques Some Tools You Can Use
  25. 25. LINK BUILDING TECHNIQUES • • • • • • Reclamation Unlinked Brand Mentions Lists Resource Pages Links to 404 Page and Broken Links Competitor Links
  26. 26. LINK BUILDING TOOLS
  27. 27. LINK BUILDING TOOLS Fresh Web Explorer • Find Brand Mentions • Competitor Mentions • Keyword Mentions • Open Multiple Websites at a Time • Improve Productivity • Great for Competitive Analysis Bulk URL Opener
  28. 28. LINK BUILDING TOOLS Guest Post Labs Query Generator • Generate Advanced Search Queries • Find Guest Blogging Opportunities • Uncover Niche Sites Google Alerts • Find Interesting Content • Reuse Advanced Search Queries • Increase Productivity
  29. 29. www.verticalmeasures.com
  30. 30. CONSUMERS DON’T CARE • They don’t care about your products • They don’t care about your services • They don’t care you spent a thousand or hundreds of thousands on your logo or tricked out web site • They don’t care about your branded content. • They don’t care about your newest commercials, your newest billboard or your newest communication strategy. • They don’t care….really…they don’t care…
  31. 31. WHAT THEY DO CARE ABOUT • They care about saving time, trouble and effort • They care about saving money. • Mostly, they care about themselves, their problems and their needs.
  32. 32. “NOW, RELATIONSHIPS ARE CREATED WITH INFORMATION, NOT PEOPLE.” -YoutilityBook.com
  33. 33. “CONTENT MARKETING”
  34. 34. CONTENT MARKETING HAS BECOME THE TOP PRIORITY.
  35. 35. www.VerticalMeasures.com WHAT IS CONTENT MARKETING? Content marketing is the art of providing relevant, useful content to your customers without selling or interrupting them. Instead of pitching your products or services, you are delivering information that makes your customers more informed before they buy. If you deliver consistent, ongoing valuable information to your customers, they ultimately reward you with their business and loyalty.
  36. 36. www.VerticalMeasures.com
  37. 37. WHAT CONTENT CAN DO GREAT CONTENT works on its own behalf. It can spread, persuade and convert people without your help, just by virtue of being RELEVANT AND USEFUL.
  38. 38. THIS IS NOT A 30 DAY R.O.I. BUT THE LONG-TERM PAYOFFS CAN BE HUGE
  39. 39. www.VerticalMeasures.com 2.5x BOTH B2B AND B2C COMPANIES WITH 101 – 200 PAGES GENERATE 2.5x MORE LEADS THAN THOSE WITH 50 OR FEWER PAGES. -HubSpot
  40. 40. www.VerticalMeasures.com 5x COMPANIES THAT BLOG 15 OR MORE TIMES PER MONTH GET 5x MORE TRAFFIC THAN COMPANIES THAT DON’T BLOG. -HubSpot
  41. 41. THINK LIKE A PUBLISHER!
  42. 42. PUT TOGETHER AN EDITORIAL CALENDAR http://www.verticalmeasures.com/content-editorial-calendar-template/
  43. 43. www.VerticalMeasures.com “The more keyword rich content you develop and publish, the bigger your content footprint and the better chance you will have of being found by the search engines.”
  44. 44. www.verticalmeasures.com CLICK THIS BUTTON OFTEN Publish
  45. 45. www.VerticalMeasures.com The best time to start a content marketing program is 5 years ago. The second best time is NOW!
  46. 46. 2014 AND BEYOND • • • • • Determine If You Have A Problem Fix it Audit and SEO Basics Build High Quality Links Publish Content That Will Earn High Quality Links and Help You Get Found in Search
  47. 47. www.VerticalMeasures.com QUESTIONS? Contact: 888-476-1881 www.VerticalMeasures.com
  48. 48. www.VerticalMeasures.com NEXT WEBINAR… How to Successfully Respond to a Manual Google Penalty 16 Jan 11am PST 2pm EST Presenter: Art Enke, Director of SEO Services, Vertical Measures Learn about: • • • • Proper link profiling and documentation Successful outreach and link removal How to use the Google Disavow links tool How to craft and submit a successful reconsideration request Check out our website at www.verticalmeasures.com/webinars for registration information.
  49. 49. www.VerticalMeasures.com
  50. 50. www.VerticalMeasures.com www.VerticalMeasures.com
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