Percussion Software: Best Practices for Getting Found in the Age of Personalized Search


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Percussion Software webinar slides with 5 Best Practices for getting found now that Google has dramatically revamped the rules of the SEO game.

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  • Attributed to:CC license: Attribution & No derivative worksPhoto by: tEdits
  • Percussion Software: Best Practices for Getting Found in the Age of Personalized Search

    1. 1. Best Practices for Getting Found in the Age of The New Google Search May 23, 2012 Presented By: Aaron Dun Vice President of Marketing & Strategy @ajdun© 2012 PERCUSSION SOFTWARE, INC 1
    2. 2. Simplicity Without SacrificeDelivering Innovative Web Experiences for Over 11 Years
    3. 3. The Only Constant is Change• Google is constantly working to make search more relevant• Changes come rapid fire (500+/year)• Keep up at your own peril!© 2012 PERCUSSION SOFTWARE, INC 3
    4. 4. The Other Reason…Remember these Eight “Black Hat” tricks?1. White Text2. Hidden meta fields3. Alternative landing pages4. Doorway pages5. Alt Text spam6. Link Farming7. Paid links8. Content FarmsOn and on it goes…© 2012 PERCUSSION SOFTWARE, INC 4
    5. 5. “The Killer Six” In making Search more relevant, the following six changes have shaken the foundation of SEO© 2012 PERCUSSION SOFTWARE, INC 5
    6. 6. 1. Panda (Originally Named “Farmer”)When:February 2011What:“De-lists” Content FarmsImpact:Microsite strategiesout the window© 2012 PERCUSSION SOFTWARE, INC 6
    7. 7. 2. Google Drops the Google+ BombWhen:June 2011What:Google+ LaunchesImpact:Community content isnow searchable© 2012 PERCUSSION SOFTWARE, INC 7
    8. 8. 3. Search EncryptionWhen:October 2011What:Searches are encrypted using SSLImpact:Search terms not passedacross when logged in toGoogle (30% of searches)© 2012 PERCUSSION SOFTWARE, INC 8
    9. 9. 4. Caffeine Freshness UpdateWhen:November 2011What:More recent content displayedat top of resultsImpact:Stale content will rank lower© 2012 PERCUSSION SOFTWARE, INC 9
    10. 10. 5. Search Plus Your WorldWhen:January 2012What:Search results willinclude results fromyour Google+ communityImpact:Search results arenow personalized© 2012 PERCUSSION SOFTWARE, INC 10
    11. 11. 6. PenguinWhen:April 2012What:“Overstuffed” keyword pagesdropped from rankingsImpact:Keyword strategy needsto be restructured© 2012 PERCUSSION SOFTWARE, INC 11
    12. 12. White Hat Wipeout Old Habit How the Update Killed It “Page One” Rankings All results are now personalized Optimize Page Stale content is now irrelevant, by Page freshness matters Keywords Rule “Stuffing” is now penalized Social as a Silo Social + Site = Online© 2012 PERCUSSION SOFTWARE, INC 12
    13. 13. © 2012 PERCUSSION SOFTWARE, INC Photo by tEdits 13
    14. 14. Step 1:Write valuablecontent morefrequently© 2012 PERCUSSION SOFTWARE, INC 14
    15. 15. Step 2:Scale the numberof content contributors© 2012 PERCUSSION SOFTWARE, INC 15
    16. 16. Step 3:Update stale andout of date content© 2012 PERCUSSION SOFTWARE, INC 16
    17. 17. Step 4:Engage with thesocial community© 2012 PERCUSSION SOFTWARE, INC Photo by ElCapitanBSC 17
    18. 18. Step 5:Tell a compelling story© 2012 PERCUSSION SOFTWARE, INC Image is in the public domain 18
    19. 19. “New Habits for Highly Successful SEO” Old Habit How the Update Killed It New Habit“Page One” Rankings All results are now Focus on core topics personalizedOptimize Page by Stale content is now irrelevant, Publish more content inPage freshness matters more channelsKeywords Rule “Stuffing” is now penalized Good, well-formed contentSocial as a Silo Social + Site = Online Social now key element of your SEO strategy © 2012 PERCUSSION SOFTWARE, INC 19
    20. 20. But Wait, There’s MORE?!! Keep Moving Be Flexible Be Agile!!© 2012 PERCUSSION SOFTWARE, INC 20
    21. 21. Connect With Us!© 2012 PERCUSSION SOFTWARE, INC 21