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Predicting Google's Next Algorithm Change
 

Predicting Google's Next Algorithm Change

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“Animalgorithms” like Panda and Penguin continue to disrupt dated SEO, aggressively shaking outdated websites and shoddy SEO to the bottom, and raising up higher quality, content-rich sites that ...

“Animalgorithms” like Panda and Penguin continue to disrupt dated SEO, aggressively shaking outdated websites and shoddy SEO to the bottom, and raising up higher quality, content-rich sites that attract real links and likes.

AuthorRank Rules: As infographics, articles, and press releases proliferate, Google has developed new ways to rank that content based on authority and relevance. Are your virtual press credentials in order?

The Social Layer Will Drive SEO Google’s been harvesting data from the 100 million active monthly users of its “social layer”, Google+. How are they using it to crowdsource their search rankings and surface the freshest relevant content?

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  • It’s funny, but it also reflects an outdated view of what search engine optimization is- that stuffing a list of synonyms onto your website could improve your rankings on all of them.
  • Google Panda was built through an algorithm update that used artificial intelligence in a more sophisticated and scalable way than previously possible. Human quality testers rated thousands of websites based on measures of quality, including design, trustworthiness, speed and whether or not they would return to the website. Google's new Panda machine-learning algorithm, made possible by and named after engineer Navneet Panda, was then used to look for similarities between websites people found to be high quality and low quality.
  • How? Content.
  • We’re looking at different types of links and a systematic approach to building them. But all of this depends on generating that keyword rich content that we discussed in the last section.
  • Google has a program called “Authorship” that involves authentication via a Google+ page and a dedicated author page on your website.
  • Join us for next week’s webinar about the SEO and Conversion Value of Video
  • This is a report undertaken by our friends at SEOmoz some months back, averaging the predictions of many of our peer organizations.
  • Before getting knee-deep in all the features Analytics offers, let’s remind ourselves of our over-arching intention. Our goal with Analytics to be able to draw a straight line from the many search queries that are relevant to my company, to know how many of those searchers we acquired, whether through organic, paid search, social media or other kinds of referral traffic, and then measuring the desired visitor behaviors and outcomes that happen on your website. Don’t get sidetracked with absolute numbers of visitors, clicks, social followers, pageviews or time on site. Once you are able to decide what are most essential elements to measure, create custom dashboards to display that information, and share that dashboard to members of various teams.

Predicting Google's Next Algorithm Change Predicting Google's Next Algorithm Change Presentation Transcript

  • Predicting Googles Next Algorithm Change Alex Dunks Senior SEO Analyst Manager, Business Development Webmarketing123 @webmarketing123 #123webinar
  • Digital Marketing Agency specializing inSEO / PPC / Social Media / Website Design Since 2004, we’ve employed a metrics-based approach to converting online visibility into measurable business results. 2012 WE’RE ONE OF THE FASTEST GROWING PRIVATE U.S. COMPANIES @webmarketing123 #123webinar
  • Some Practical Matters Yes! Just email Are the slides available? seo@webmarketing123.com Tweet today’s event using #123webinar @webmarketing123 facebook.com/webmarketing123 Stay informed by following us. webmarketing123 Ready to take the next step with us? Request a Complimentary SEO Assessment Today. @webmarketing123 #123webinar
  • @webmarketing123 #123webinar
  • Agenda1 Recent Algorithm Updates And the case for content creation2 On-Page: Content Quality & Diversity Plan well before your start building3 Off-Page: Link Diversity Be the most popular kid in class4 Author Rank Google will be asking for your credentials and references @webmarketing123 #123webinar
  • Consumers rely on Search toresearch products & services4 Billion Searches Every Day @webmarketing123 #123webinar
  • Googles reputation is at stake every time a user searches 500 Algorithm Updates each year www.seomoz.org/google-algorithm-changeWhen’s the last time you updated your SEO strategy? @webmarketing123 #123webinar
  • Some Recent Highlights "Caffeine" Update allowed for near instant indexing, to feed the hunger for real time information. "Farmer" & "Panda" struck at content scrapers & other poor quality websites where paid links are often placed. "Penguin" struck at shoddy and short-cut optimization tactics. @webmarketing123 #123webinar
  • The Algorithm recognizes the look& feel of a high quality websiteManual (human) rating of websites + Machine Learning= Artificially Intelligent Search Results @webmarketing123 #123webinar
  • Google doesnt rank sites.It ranks pages.Every page must assert itsrelevance for a particularsearch term. @webmarketing123 #123webinar
  • Stop trying to game thesystem.Start producing the contentthat your users are looking for. @webmarketing123 #123webinar
  • 70% B2B buyers are moving 60-70% of the way through the sales funnel before they engage directly with sales reps.Is your website robust enough tofunction as a virtual sales force? @webmarketing123 #123webinar
  • Content:You need it to preserve or improve your searchrankings.You need it to address todays "self-educating"prospects.But first you need a plan. @webmarketing123 #123webinar
  • Make a PlanKeyword Selection @webmarketing123 #123webinar
  • Agenda1 Recent Algorithm Updates And the case for content creation2 On-Page: Content Quality & Diversity Plan well before your start building3 Off-Page: Link Diversity Be the most popular kid in class4 Author Rank Google will be asking for your credentials and references @webmarketing123 #123webinar
  • Make a PlanKeyword SelectionKeyword Mapping @webmarketing123 #123webinar
  • Make a PlanContent Guidelines @webmarketing123 #123webinar
  • Content Mapping Document @webmarketing123 #123webinar
  • Content Silos Consider your site’s thematic structure• Thematically Group Pages Mobile Around Keywords SMB Enterprise• Link Pages Within The Same Groups To Further Strengthen Theme of Website SMB Enterprise Mobile• Search Engine Spiders Can See a Theme Across Your Site That Makes Sense Other Relevant Internal Pages @webmarketing123 #123webinar
  • Use Canonical Tags to differentiate pages withsimilar content. “Google, of all these pages with identical content, this page is the most useful. Please prioritize it in search results.” @webmarketing123 #123webinar
  • Agenda1 Recent Algorithm Updates And the case for content creation2 On-Page: Content Quality & Diversity Plan well before your start building3 Off-Page: Link Diversity Be the most popular kid in class4 Author Rank Google will be asking for your credentials and references @webmarketing123 #123webinar
  • SEO has two parts: Your Website Links Pointing to Your Website Page Title, URLs, Keywords, Relevant Industry Directories, Top Level Content, Internal Links... Directories (Yahoo, etc), Forums, Blogs, Article Syndication, Press Releases... @webmarketing123 #123webinar
  • Link Strategy Content is the fuel that powers a link building strategy @webmarketing123 #123webinar
  • Success Requires Diversified Content & Links Relevant Industry Video Directories Guest Blog Posts Press Releases & Media Coverage Content SyndicationOnline Forums (Quora, Social Mediaetc.) Profiles @webmarketing123 #123webinar
  • SEO Value of VideoAn indexed video stands a 50Xchance of ranking on first results page thanany textual page. (Forrester Research)And a 41% higher click-throughrate than a plain text ad.(ReelSEO) @webmarketing123 #123webinar
  • Transcription and Integrated Forms MobilityCentral | simple, powerful mobility management @webmarketing123 #123webinar
  • Agenda1 Recent Algorithm Updates And the case for content creation2 On-Page: Content Quality & Diversity Plan well before your start building3 Off-Page: Link Diversity Be the most popular kid in class4 Author Rank Google will be asking for your credentials and references @webmarketing123 #123webinar
  • Author RankGoogle gives preference to contentpublished by authenticated andestablished authors.Use “Rel=Author” tag to denote author @webmarketing123 #123webinar
  • Establish Your Author RankAn hour’s work will open doors… plus.google.com/Authorship @webmarketing123 #123webinar
  • Other ways to Boost Your Author RankAnswering questions on Quora can surfaceyou in Bings Social SidebarAn author’s Klout score &# of Twitter/G+ followers matter @webmarketing123 #123webinar
  • How are Mobile & Voice Search impacting SEO? Search results on mobile devices favor websites that are optimized for mobile. Load times and usability are key. http://goo.gl/foKMt Small screens and voice search intensify the “winner-take all” trend: 2/3 of clicks go to the top 3 results. @webmarketing123 #123webinar
  • WE ARE EXPERTS AT BUILDING TOP LINE REVENUEGROWTH FOR GLOBAL ENTERPRISES WITHTARGETED, COST-EFFECTIVE DIGITAL MARKETING @webmarketing123 #123webinar
  • Thank you! We invite you to:Download the 2012 State of Digital Marketing ReportAvailable on our homepage - webmarketing123.comGet a ConsultationTalk to a digital marketing expert about your:  Attract more quality prospects SEO/PPC/Social Media Marketing  Improve organic search rankings Measurement/Analytics Approach  Convert more leads Lead Gen Effectiveness Request a Consultation – seo@webmarketing123 Connect with me – mike.t@webmarketing123.com @webmarketing123 #123webinar
  • Supplementary Slides @webmarketing123 #123webinar
  • @webmarketing123 #123webinar
  • How do Social Signals affect Search Results? @webmarketing123 #123webinar
  • Live Site Analyses:Does Google Your Website? @webmarketing123 #123webinar