Webinar the penguin may just have wiped out your seo strategy
 

Webinar the penguin may just have wiped out your seo strategy

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Webinar the penguin may just have wiped out your seo strategy Webinar the penguin may just have wiped out your seo strategy Presentation Transcript

  • Algorithm Changes & The Rise of Social Signals Today’s Host: Alex Dunks Senior SEO Account Manager webmarketing123 facebook.com/webmarketing123 #webmarketing123
  • SEARCH ENGINE PAY PER CLICK SOCIAL MEDIA OPTIMIZATION MANAGEMENT MARKETING  Founded in 2004   Proprietary Attribution Tool  Custom KPI-based Scorecards   120+ Clients #webmarketing123
  • Some Practical Matters  Are the slides available? Yes! Just email seo@webmarketing123.com  Connect with us! @webmarketing123 We’re live tweeting webinar highlights. facebook.com/webmarketing123  Want to learn more? Request a Complimentary SEO Assessment Today. #webmarketing123
  • Google Searchis evolving rapidly #webmarketing123
  • Webinar Agenda What imperatives drive Google’s algorithm 1 changes & the format of the SERP? 2 A Roundup of Recent Algorithm Changes What’s changed, and what you should do to take advantage of it. 3 Social Signals have arrived Tell your Friends! #webmarketing123
  • www.seomoz.org/google-algorithm-change #webmarketing123
  • #webmarketing123
  • Google is an engineer-driven culture #webmarketing123
  • http://youtu.be/JtRJXnXgE-A #webmarketing123
  • What Vision drives changes to the Search Engine? #webmarketing123
  •   Search is Personalized  Search is Media-rich  Search gives Answers  Search uses Real-Time Data  Search delivers relevant and high quality content Search is Social #webmarketing123
  • Search is Personalized Josh Bernoff, Forrester Research, June 2011 #webmarketing123
  • Search isMedia-rich #webmarketing123
  • The Results Page isn’t just “10 Blue Links” anymore. #webmarketing123
  • The Results Page isn’t just “10 Blue Links” anymore. #webmarketing123
  • The Results Page isn’t just “10 Blue Links” anymore. Results from my network of friends (G+) Knowledge Graph, providing encyclopedia-like answers Data: Real time sports scores, airline flight info, election results, trending news #webmarketing123
  • With all the personalized results, photos, videos, news and ads on thepage, there’s often just 3 or 4 results visible before scrolling. #webmarketing123
  • Search gives Answers #webmarketing123
  • Search gives Answers #webmarketing123
  • Search integrates 3 rdparty real-time data #webmarketing123
  • Search is Fast #webmarketing123
  • Google Update: Caffeine An Infrastructure Upgrade to support faster crawling and indexing. Affected 35+% of searches. #webmarketing123
  • Search is Fast Auto-completeWebsitePreview #webmarketing123
  • Search is Fast Eye tracking study, Google Official Blog #webmarketing123
  • Search deliversrelevant and high quality content #webmarketing123
  • Webinar Agenda What imperatives drive Google’s algorithm 1 changes & the format of the SERP? 2 A Roundup of Recent Algorithm Changes What’s changed, and what you should do to take advantage of it. 3 Social Signals have arrived Tell your Friends! #webmarketing123
  • Google’s Attitude Towards SEO http://youtu.be/BS75vhGO-kk #webmarketing123
  • Google’s Attitude Towards SEO #webmarketing123
  • Penguin will pour ice water on your ranking if: Google deems your site “webspam” or “over-optimized” They spot Black Hat Techniques They spot Link Schemes / Spam Use of Keyword Stuffing #webmarketing123
  • Penguin will pour ice water on your ranking if:  You use hidden, “cloaked” text (e.g. via CSS or HTML)  Keywords are repeated excessively: Stem, don’t stuff! All of the links to your website pass pagerank: some should be #nofollow, as naturally happens. #webmarketing123
  • Google’s Attitude Towards SEO #webmarketing123
  • Google’s Attitude Towards SEO #webmarketing123
  • Google Update: Panda •  Quality Content Originality, length, authority, quality and relevance #webmarketing123
  • Google Update: Panda •  Quality Content Originality, length, authority, quality and relevance •  Site Metrics User experience, time on site, bounce rate, load time, etc #webmarketing123
  • Google Update: Panda •  Quality Content Originality, length, authority, quality and relevance •  Site Metrics User experience, time on site, bounce rate, load time, etc •  Back-link Evaluation Link profile, quality and relevance #webmarketing123
  • Google Update: Panda •  Quality Content Originality, length, authority, quality and relevance •  Site Metrics User experience, time on site, bounce rate, load time, etc •  Back-link Evaluation Link profile, quality and relevance •  Authority & Verification Establishes and protects authorship #webmarketing123
  • Google Update: Panda •  Quality Content Originality, length, authority, quality and relevance •  Site Metrics User experience, time on site, bounce rate, load time, etc •  Back-link Evaluation Link profile, quality and relevance •  Authority & Verification Establishes and protects authorship •  Social Signals Comments, social media response, reviews and citations #webmarketing123
  • Google Update: Panda Some of the Biggest Losers:   wisegeek.com   ezinearticles.com   suite101.com   hubpages.com   yourdictionary.com   AssociatedContent.com   lovetoknow.com   articlesbase.com   howtodothings.com   mahalo.com   automotive.com   business.com   doityourself.com   merchantcircle.com   thefind.com   wrongdiagnosis.com   findarticles.com   faqs.org #webmarketing123
  • Google Update: Panda Some of the Bigger Winners:   LinkedIn   Facebook   WikiHow   Ehow   ConsumerReports.org   Etsy.com   Epinions.com   Buy.com   Amazon.com   Wikipedia.com   Walmart.com   Target.com   Answers.Yahoo.com   bestonlinecoupons.com #webmarketing123
  • What will upset the Panda? Links on low to no-value sites (worthless) Duplicate content- disseminating articles and press releases across the web Auto-blogging Automated Link-building services Fabricated or paid back-links Copy & paste: i.e. Amazon customer reviews, and blog comments #webmarketing123
  • What will please the Panda?  Content Marketing  Lead Generation / Segmented List Building  Adwords, Display & Remarketing  Effective Social Media Strategy  Effective Mobile Strategy (Admob now integrated w/ Adwords, btw)  “Personalized Search” via Google +  Video marketing #webmarketing123
  • Webinar Agenda What imperatives drive Google’s algorithm 1 changes & the format of the SERP? 2 A Roundup of Recent Algorithm Changes What’s changed, and what you should do to take advantage of it. 3 Social Signals have arrived Tell your Friends! #webmarketing123
  • How do Social Signals affect Search Results? #webmarketing123
  • Search is Social #webmarketing123
  • The Impacts ofSocial on SEOSocial Drives Search QueriesThe # of Queries influence rankingsSocial Signals a Ranking FactorShares = “votes”Social yields pressSometimes links, plus News in the SERPSocial yields permanent links #webmarketing123
  • How do Social Signals affect Search Results? Social Authority is the logical extension of Link Authority. #webmarketing123
  • How do Social Signals affect Search Results? Links are like‘votes’. Shares, Tweets and Retweets and Comments are also‘votes’. #webmarketing123
  • How do Social Signals affect Search Results? SEOMoz study, 2012 #webmarketing123
  • Search is Social Yelp shows you comments from your Facebook friends #webmarketing123
  • And Social is Search?People report usingSocial Media inplace of Search16% of the time. Forrester, 2010 #webmarketing123
  • Search is Social Social sidebar #webmarketing123
  • Search is SocialPersonalized contentappears (higher) in SERP #webmarketing123
  • Search is Social Author images pulled from G+ pagesSocial annotations #webmarketing123
  • What’s coming next? #webmarketing123
  • What’s Coming Next? http://www.seomoz.org/article/search-ranking-factors #webmarketing123
  • What’s Coming Next? http://www.seomoz.org/article/search-ranking-factors #webmarketing123
  • Tying It All Together #webmarketing123
  • Tying It All Together  Don’t play games with Google. Focus on generating original, relevant, shareable content. #webmarketing123
  • Tying It All Together  Don’t play games with Google. Focus on generating original, relevant, shareable content.  Infuse your social media efforts and share-worthy content with your keywords and key phrases. #webmarketing123
  • Tying It All Together  Don’t play games with Google. Focus on generating original, relevant, shareable content.  Infuse your social media efforts and share-worthy content with your keywords and key phrases.  Develop a diverse link strategy that encompasses relevant niche sites, no-follow links, and avoids paid links altogether. #webmarketing123
  • What can you gain from speaking with one of our analysts? Social Media Audit Take a hard look at your competitors ‘Cost of the Problem’ Analysis Compare digital strategies Request a Consultation: seo@webmarketing123.com bit.ly/wm123seo Connect with the Host: Alex.d@webmarketing123.com webmarketing123 facebook.com/webmarketing123 #webmarketing123