Why am I here…?• The business formerly known as Channel Computing – since 2006• Me - over 10 years of SEO experience• Based in Penryn• Web Development and marketing, in particular SEO• 12 strong
The original history….• Larry Page / Sergey Brin. Met in 1995 at Stanford on Computer Science PHD.• 1996. Invented “Back Rub”, later renamed as Google
Page rank• Based on the academic paper citation systemWe assume page A has pages T1...Tn which point to it (i.e., arecitations). The parameter d is a damping factor which can be setbetween 0 and 1. We usually set d to 0.85. There are more detailsabout d in the next section. Also C(A) is defined as the number of linksgoing out of page A. The PageRank of a page A is given as follows:PR(A) = (1-d) + d (PR(T1)/C(T1) + ... + PR(Tn)/C(Tn))Note that the PageRanks form a probability distribution over webpages, so the sum of all web pages PageRanks will be one.
SEO in the old days….• Page relevance, especially for non Google search engines• Proliferation of “doorway” page generators etc• Google driven by bulk linkbuilding to take advantage of Page Rank algorithm
What does this mean for us ?• Panda Update – Feb 2011 and on….• Targeting “shallow and low quality” content sites
The actions…• On site content “Just because somebody dots every I and crosses every T and gets all their HTML structure right, doesn’t mean that it’s good content. Even if you do brain-dead stupid things and shoot yourself in the foot, but have good content, we still want to return it.” Matt Cutts, Head of Search Quality, Google
The Actions• Content marketing • Development of quality, unique on site content. It doesn’t have to be textual; - video - reviews etc• Making your site a genuine market resource
What happens if we don’t listen– Panda (2 years on)…? Domain Current Gain or Loss Pre Panda % Recovery money.co.uk 193% 293% trustpilot.co.uk 186% 286% pcadvisor.co.uk 72% 172% techradar.com 68% 168% softonic.com 47% 147% passport.net 8% 108% londontown.com 8% 108% play.com -11% 89% pocket-lint.com -16% 84% justtheflight.co.uk -19% 81% aceshowbiz.com -21% 79% computerweekly.com -28% 72% about.com -31% 69% qype.co.uk -34% 66% screenrush.co.uk -39% 61% yourdictionary.com -39% 61% just-food.com -55% 45% itproportal.com -63% 37% soccerlens.com -65% 35% answers.com -68% 32% squidoo.com -69% 31% broadbandgenie.co.uk -70% 30% reghardware.com -71% 29% mobileshop.com -73% 27% discountvouchers.co.uk -80% 20% phonesreview.co.uk -81% 19% Data from SearchMetrics techworld.com -82% 18% / Screaming Frog techwatch.co.uk -83% 17%
Actions (content based)• Implement social plug ins• Implement user reviews
What does this mean for us ?• Penguin Update – May 2012• Targeting over aggressive linking
The Actions• The death of “conventional” bulk linkbuilding; - directories - link networks - article sites• Crackdown on openly paid links• Encouragement of relevance and “quality” in linkbuilding
The Actions• As per Panda – make your site a genuine resource• Don’t think like an SEO, think like a publisher• If you have good content, people will link to it• They might also want it on their site…
Structured Data• Enables search engines to make sense of data in your HTML• Standard Google (and other search engines) data structure – www.schema.org• People, products, events, reviews, movies, books etc• Increases Click Through Rates from search engines
Implementing structured data• Read the Schema.org documentation• www.schema-creator.org• Google structured data testing tool; http://www.google.com/webmasters/tools/richs nippets• Check your Google Webmaster Tools account
In summary• Things have changed • Be more cautious than you were…• Focus on content creation and quality• Social. User reviews.• Pay attention to Googles products – localisation and G+ in particular• Make use of structured data• Think of the end user, not the search engine !