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#SMX #31A @schachin
Busting Google’s Black Box
Navigating Google Algorithms in a Post-Update World
Kristine@SitesWithoutWa...
#SMX #31A @schachin
Long Ago & Kind of Far Away
There Were the Days of M.C.
(maybe not that long)
#SMX #31A @schachin
In the Age of MC, there was this guy.
He liked to do dinosaur impressions. No really.
#SMX #31A @schachin
Matt Cutts.
#SMX #31A @schachin
Some saw Matt like this …
#SMX #31A @schachin
From Matt’s Blog
https://www.mattcutts.com/images/matt-cutts-jack3.jpg
#SMX #31A @schachin
#SMX #31A @schachin
And others like this …
#SMX #31A @schachin
#SMX #31A @schachin
#SMX #31A @schachin
But either way…
#SMX #31A @schachin
People listened to what Matt said …
#SMX #31A @schachin
Because he knew a lot.
#SMX #31A @schachin
And shared a lot!
#SMX #31A @schachin
Some called it information …
Some called it disinformation …
#SMX #31A @schachin
But … You still listened.
#SMX #31A @schachin
Because some days …
#SMX #31A @schachin
Zzzzzz …
#SMX #31A @schachin
#SMX #31A @schachin
You woke up to this …
#SMX #31A @schachin
And did this …
#SMX #31A @schachin
#SMX #31A @schachin
(@#*(@#*()##!!!!
(@#*(@#*()##!!!!
(@#*(@#*()##!!!!
%#@!!!! %#@!!!!
And said this…
Google*@#$&*#$&#*
#SMX #31A @schachin
In the Age of MC, you would go to
Google Blog, Matt’s blog or straight to
Twitter to read the tweets…
#SMX #31A @schachin
WAS THERE AN UPDATE???!!!
#SMX #31A @schachin
WHAT DID MATT SAY????
#SMX #31A @schachin
#SMX #31A @schachin
But that was then …
#SMX #31A @schachin
#SMX #31A @schachin
Matt Cutts said “Bye Felicia”…
ok he didn’t really say that… outloud
#SMX #31A @schachin
#SMX #31A @schachin
So he probably did …
#SMX #31A @schachin
#SMX #31A @schachin
So… what now?
#SMX #31A @schachin
#SMX #31A @schachin
#SMX #31A @schachin
NEW GOOGLE SPOKESPEOPLE
Gary Illyes (@methode) & John Mueller (@johnmu)
#SMX #31A @schachin
“I only high-five with my neck in impossible positions.”
real Gary Illyes quote
image: http://golocali...
#SMX #31A @schachin
But they don’t play the same role …
#SMX #31A @schachin
AND …
Google no longer announces updates
on algos like Panda and Penguin
because they have been
“rolle...
#SMX #31A @schachin
I’M REAL TIME!
I am NOT RealTime, but I roll when I WANNA!
#SMX #31A @schachin
And gone are the 200 ranking factors…
actually been gone a long, long time
#SMX #31A @schachin
So when this happens …
#SMX #31A @schachin
#SMX #31A @schachin
#SMX #31A @schachin
Where do we start?
#SMX #31A @schachin
Google in a (MOSTLY) Post-Update World
#SMX #31A @schachin
#SMX #31A @schachinWhy did you get burned or more importantly did you get burned at all?
#SMX #31A @schachin
Was there an update?
Check Google Webmaster Blog, Gary & John on Twitter or Glenn Gabe’s Blog GSQI
Yes...
#SMX #31A @schachin
Presence of an UPDATE does not mean
that is why your site is down …
#SMX #31A @schachin
Know the site history…
Is there a historical or current site issue that could
be the cause of an algor...
#SMX #31A @schachin
YOU
are now a
detective!
#SMX #31A @schachin
Site history is like a medical history
You are like a doctor, you don’t care how much they drank
last ...
#SMX #31A @schachin
#SMX #31A @schachin
Just because it walks like a
duck & talks like a duck…..
QUACK!
#SMX #31A @schachin
This looks like a penalty
#SMX #31A @schachin
Still looks like a penalty
#SMX #31A @schachin
When we check year over year
#SMX #31A @schachin
It is not a penalty.
It’s a seasonal business.
NEVER ASSUME! EVER.
It may walk like a duck
& talk like...
#SMX #31A @schachin@schachin
#SMX #31A @schachin
Distance from "Perfect”*
how close or far are we
to the points of the algorithms.
*Term coined by Port...
#SMX #31A @schachin
Know Your Algorithms.
#SMX #31A @schachin
What algos could be affecting the site?
• Internal (on-page, technical, etc)
• Algo(s): Panda, Phantom...
#SMX #31A @schachin
Panda
#SMX #31A @schachin
Know Your Algorithms. Panda.
#SMX #31A @schachin
KEEP in MIND
Panda Rollouts were no longer announced
after 4th Quarter 2015!
Rolls out around every 3 ...
#SMX #31A @schachin
Panda focuses on content quality MOSTLY
also some site quality items.
Algorithms - Panda
#SMX #31A @schachin
What is Panda content quality?
• No “thin” Content
• Length DOES matter = Time, Effort, Amount
• Excep...
#SMX #31A @schachin
•Content Clarity
•Content Specificity (RELEVANCE)
•Content Length
•Blogs 350-550 << These are arbitrar...
#SMX #31A @schachin
What else?
#SMX #31A @schachin
• ContentTechnical
• Grammar / Spelling / Readability
• Site Architecture
• Confirmed by John Mueller ...
#SMX #31A @schachin
#SMX #31A @schachin
Know Your Algorithms. Phantom.
#SMX #31A @schachin
Quality Update (Phantom)
“Panda Plus "witha wider quality focus including UI/X
Summary: Google update ...
#SMX #31A @schachin
Phantom
Quality Update Issues (that are most likely Phantom)
• Appears to focus on items such as
• Agg...
#SMX #31A @schachin
How do you know which is which?
#SMX #31A @schachin
#SMX #31A @schachin
You don’t need to!
It doesn’t matter.
#SMX #31A @schachin
Know what is in the algo(s).
Then attack your site
“Distance from Perfect”
#SMX #31A @schachin
Distance from "Perfect”!
GOOD DFP =
FUTURE PROOFING!
#SMX #31A @schachin
Penguin
#SMX #31A @schachin
Know Your Algorithms. Penguin.
#SMX #31A @schachin
Algorithms - Penguin
#SMX #31A @schachin
Penguin 2.0-3.x was angry!
Algorithms - Penguin
#SMX #31A @schachin
Algorithms - Penguin
#SMX #31A @schachin
Penguin 4.0 (Real-time)
Rollout: Approximately September 23, 2016 It also rolled out in several phases...
#SMX #31A @schachin
Focus: Mostly links, but also other Web Spam Factors.
TopTakeaways.
• Confirmed by Google
• Updates ar...
#SMX #31A @schachin
If you did not recovered from a Penguin update, make sure
you submitted a proper disavow and also “acq...
#SMX #31A @schachin
Devaluations are much more granular
• Query Set
• Page Level
• Section Level
• NOT Site Level
This mak...
#SMX #31A @schachin
Cliff vs. Slope
Algorithms - Penguin
#SMX #31A @schachin
Off-Site Devaluations
Devaluations can affect you if they hit other sites. If the sites
that link to y...
#SMX #31A @schachin
Disavows?
According to Google, yes you should still use a disavow.
I don’t know you!
Algorithms - Peng...
#SMX #31A @schachin
Link Free for All?
Manual Actions will take over for Penguin Devaluations,
but experiment on those thr...
#SMX #31A @schachin
According to Google.
No machine learning in Penguin, no AI.
Algorithms - Penguin
#SMX #31A @schachin
Mobile Algorithms.
#SMX #31A @schachin
Mobile Friendly.
#SMX #31A @schachin
Mobile Site is a Must!
Best to use responsive NOT M.
#SMX #31A @schachin
A MUST!
Mobile. Do. It.
#SMX #31A @schachin
Mobile Algorithms. Ads & Interstitials.
#SMX #31A @schachin
As of January 2017
Sites with Disruptive Interstitials
will be devalued!
#SMX #31A @schachin
Maybe… so far roll out has been weak.
#SMX #31A @schachinhttp://www.thesempost.com/updated-google-quality-rater-guidelines-eat/
Ads & Interstitials
#SMX #31A @schachin
Interstitials THAT ARE Affected
• Showing a popup that covers the main content, either immediately aft...
#SMX #31A @schachinhttp://searchengineland.com/interstitialgeddon-google-warns-will-crack-intrusive-interstitials-next-jan...
#SMX #31A @schachin
Interstitials NOT Affected
Those types are:
• Interstitials that appear to be in response to a legal o...
#SMX #31A @schachinhttp://searchengineland.com/interstitialgeddon-google-warns-will-crack-intrusive-interstitials-next-jan...
#SMX #31A @schachin
Applies to First Click from SERPS ONLY!
#SMX #31A @schachin
Distance from Perfect.
#SMX #31A @schachin
Distance from "Perfect”*
how close or far are we
to the points of the algorithms.
*Term coined by Port...
#SMX #31A @schachin
RECOVERY, FUTURE PROOFING, SEO
= All the Same it’s DFP
#SMX #31A @schachin
According to Google
Content + Links = Top Two Ranking Factors
Third is RankBrain …
#SMX #31A @schachin
Content Quality.
#SMX #31A @schachin
• Expertise
• Authority
• Trust
FOCUS ON EAT!
#SMX #31A @schachin
#SMX #31A @schachin
https://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searc...
#SMX #31A @schachin
From the Google Quality Rater’s Guide
https://static.googleusercontent.com/media/www.google.com/en//in...
#SMX #31A @schachin
What does Google thinks makes good content?
The EAT of the page.
• Is there expertise?
• Expertise can...
#SMX #31A @schachin
http://www.thesempost.com/updated-google-quality-rater-guidelines-eat/
Quality Site Pages
#SMX #31A @schachin
YMYL – Your Money Or Your Life.
#SMX #31A @schachin
http://www.thesempost.com/updated-google-quality-rater-guidelines-eat/
YMYL – Your Money Or Your Life
#SMX #31A @schachin
Distance from Perfect.
#SMX #31A @schachin
Technical. Not Just Make-Up.
#SMX #31A @schachin
#SMX #31A @schachin
Content & Links are the top two ranking
factors, but will add technical here
as the 2.5th
#SMX #31A @schachin
Technical Can Do This!Technical Can Do This!
#SMX #31A @schachin
What are we looking at?
#SMX #31A @schachin
• Http vs. Https
• Robots
• Sitemaps
• Canonicals
• Redirects & 404s
• Architecture
• Navigation
• Sch...
#SMX #31A @schachin
• Http vs. Https
• Do the pages have mixed status?
• If pages moved to https, did the URLs change ever...
#SMX #31A @schachin
Technical SEO Audit – The Basics
• Http vs. Https
• Robots.txt
• Can it be crawled? If not, googlebot ...
#SMX #31A @schachin
• Http vs. Https
• Robots.txt
• Sitemaps
• Do you have one?
• Is it written correctly? (test it)
• Che...
#SMX #31A @schachin
• Http vs. Https
• Robots.txt
• Sitemaps
• Canonicals
• Do you have them on the site?
• Are they writt...
#SMX #31A @schachin
• Http vs. Https
• Robots.txt
• Sitemaps
• Canonicals
• Redirects & 404s
• Are they using 302 or 301?
...
#SMX #31A @schachin
• Http vs. Https
• Robots.txt
• Sitemaps
• Canonicals
• Redirects & 404s
• Architecture
• Is the struc...
#SMX #31A @schachin
• Http vs. Https
• Robots.txt
• Sitemaps
• Canonicals
• Redirects & 404s
• Architecture
• Navigation
•...
#SMX #31A @schachin
• Http vs. Https
• Robots.txt
• Sitemaps
• Canonicals
• Redirects & 404s
• Architecture
• Navigation
•...
#SMX #31A @schachin
What else?
#SMX #31A @schachin
#SMX #31A @schachin
Speed.
#SMX #31A @schachin
Speed….
You know fast….
Like really fast…
#SMX #31A @schachin
HOW DO WETEST FAST?
WebpageTest.org and of course
Google Pagespeed Insights
Also there is information ...
#SMX #31A @schachin
#SMX #31A @schachin
#SMX #31A @schachin
And Google …
#SMX #31A @schachin
You want an 85 min – 90+ is bestPage Speed – Score over 85
#SMX #31A @schachin
Mobile First Indexing
#SMX #31A @schachin
Mobile First Indexing
#SMX #31A @schachin
Mobile First Indexing
#SMX #31A @schachin
https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html
Mobile First Indexing
#SMX #31A @schachin
Mobile First Indexing
• One Index
• Mobile Crawler will be used for all sites
• Mobile Content will be...
#SMX #31A @schachin
Content you want to
rank for MUST be in
your mobile site
https://webmasters.googleblog.com/2016/11/mob...
#SMX #31A @schachin
If you do not have the content on your mobile site, the site
cannot be found for it even in desktop.
T...
#SMX #31A @schachin
#SMX #31A @schachin
Mobile First Indexing SiteTypes
• If you have a mobile m. site
• Make sure to verify this site in Goog...
#SMX #31A @schachin
UI Hidden Content.
Unlike Desktop, content hidden in accordions and tabs
will not be devalued in mobil...
#SMX #31A @schachin
Schema.
If you removed schema in mobile, it must be added
back to your mobile site to get into the sni...
#SMX #31A @schachin
Mobile First Indexing
#SMX #31A @schachin
Distance from "Perfect”*
how close or far are we
to the points of the algorithms.
*Term coined by Port...
#SMX #31A @schachin
Winning in the end
= doing more than
your competitor
#SMX #31A @schachin
#SMX #31A @schachin
• Panguin http://barracuda.digital/panguin-tool/
• WebPageTest.org
• Page Speed Insights (Google) http...
#SMX #31A @schachin
Busting Google’s Black Box
Navigating Google Algorithms in a Post-Update World
Kristine@SitesWithoutWa...
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Busting Google's Black Box: Navigating Google Algorithms in a Post-Update World By Kristine Schachinger

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From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Solving SEO Issues In Google's Post-Update World. PRESENTATION: Busting Google's Black Box: Navigating Google Algorithms in a Post-Update World - Given by Kristine Schachinger, @schachin - SitesWithoutWalls.com, Owner. #SMX #31A

Published in: Marketing
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Busting Google's Black Box: Navigating Google Algorithms in a Post-Update World By Kristine Schachinger

  1. 1. #SMX #31A @schachin Busting Google’s Black Box Navigating Google Algorithms in a Post-Update World Kristine@SitesWithoutWalls.com
  2. 2. #SMX #31A @schachin Long Ago & Kind of Far Away There Were the Days of M.C. (maybe not that long)
  3. 3. #SMX #31A @schachin In the Age of MC, there was this guy. He liked to do dinosaur impressions. No really.
  4. 4. #SMX #31A @schachin Matt Cutts.
  5. 5. #SMX #31A @schachin Some saw Matt like this …
  6. 6. #SMX #31A @schachin From Matt’s Blog https://www.mattcutts.com/images/matt-cutts-jack3.jpg
  7. 7. #SMX #31A @schachin
  8. 8. #SMX #31A @schachin And others like this …
  9. 9. #SMX #31A @schachin
  10. 10. #SMX #31A @schachin
  11. 11. #SMX #31A @schachin But either way…
  12. 12. #SMX #31A @schachin People listened to what Matt said …
  13. 13. #SMX #31A @schachin Because he knew a lot.
  14. 14. #SMX #31A @schachin And shared a lot!
  15. 15. #SMX #31A @schachin Some called it information … Some called it disinformation …
  16. 16. #SMX #31A @schachin But … You still listened.
  17. 17. #SMX #31A @schachin Because some days …
  18. 18. #SMX #31A @schachin Zzzzzz …
  19. 19. #SMX #31A @schachin
  20. 20. #SMX #31A @schachin You woke up to this …
  21. 21. #SMX #31A @schachin And did this …
  22. 22. #SMX #31A @schachin
  23. 23. #SMX #31A @schachin (@#*(@#*()##!!!! (@#*(@#*()##!!!! (@#*(@#*()##!!!! %#@!!!! %#@!!!! And said this… Google*@#$&*#$&#*
  24. 24. #SMX #31A @schachin In the Age of MC, you would go to Google Blog, Matt’s blog or straight to Twitter to read the tweets…
  25. 25. #SMX #31A @schachin WAS THERE AN UPDATE???!!!
  26. 26. #SMX #31A @schachin WHAT DID MATT SAY????
  27. 27. #SMX #31A @schachin
  28. 28. #SMX #31A @schachin But that was then …
  29. 29. #SMX #31A @schachin
  30. 30. #SMX #31A @schachin Matt Cutts said “Bye Felicia”… ok he didn’t really say that… outloud
  31. 31. #SMX #31A @schachin
  32. 32. #SMX #31A @schachin So he probably did …
  33. 33. #SMX #31A @schachin
  34. 34. #SMX #31A @schachin So… what now?
  35. 35. #SMX #31A @schachin
  36. 36. #SMX #31A @schachin
  37. 37. #SMX #31A @schachin NEW GOOGLE SPOKESPEOPLE Gary Illyes (@methode) & John Mueller (@johnmu)
  38. 38. #SMX #31A @schachin “I only high-five with my neck in impossible positions.” real Gary Illyes quote image: http://golocalinteractive.com/wp-content/uploads/HighFive.jpg GARY JOHN
  39. 39. #SMX #31A @schachin But they don’t play the same role …
  40. 40. #SMX #31A @schachin AND … Google no longer announces updates on algos like Panda and Penguin because they have been “rolled up” into the main algorithm(s) SHHHHHH…. We are NINJA now!
  41. 41. #SMX #31A @schachin I’M REAL TIME! I am NOT RealTime, but I roll when I WANNA!
  42. 42. #SMX #31A @schachin And gone are the 200 ranking factors… actually been gone a long, long time
  43. 43. #SMX #31A @schachin So when this happens …
  44. 44. #SMX #31A @schachin
  45. 45. #SMX #31A @schachin
  46. 46. #SMX #31A @schachin Where do we start?
  47. 47. #SMX #31A @schachin Google in a (MOSTLY) Post-Update World
  48. 48. #SMX #31A @schachin
  49. 49. #SMX #31A @schachinWhy did you get burned or more importantly did you get burned at all?
  50. 50. #SMX #31A @schachin Was there an update? Check Google Webmaster Blog, Gary & John on Twitter or Glenn Gabe’s Blog GSQI Yes he is the other speaker on this panel ;)
  51. 51. #SMX #31A @schachin Presence of an UPDATE does not mean that is why your site is down …
  52. 52. #SMX #31A @schachin Know the site history… Is there a historical or current site issue that could be the cause of an algorithmic downturn?
  53. 53. #SMX #31A @schachin YOU are now a detective!
  54. 54. #SMX #31A @schachin Site history is like a medical history You are like a doctor, you don’t care how much they drank last night you just need them to be honest. Because things like bad links can kill… Your site that is… Know the Site History!
  55. 55. #SMX #31A @schachin
  56. 56. #SMX #31A @schachin Just because it walks like a duck & talks like a duck….. QUACK!
  57. 57. #SMX #31A @schachin This looks like a penalty
  58. 58. #SMX #31A @schachin Still looks like a penalty
  59. 59. #SMX #31A @schachin When we check year over year
  60. 60. #SMX #31A @schachin It is not a penalty. It’s a seasonal business. NEVER ASSUME! EVER. It may walk like a duck & talk like a duck… and not be a duck.
  61. 61. #SMX #31A @schachin@schachin
  62. 62. #SMX #31A @schachin Distance from "Perfect”* how close or far are we to the points of the algorithms. *Term coined by Portent
  63. 63. #SMX #31A @schachin Know Your Algorithms.
  64. 64. #SMX #31A @schachin What algos could be affecting the site? • Internal (on-page, technical, etc) • Algo(s): Panda, Phantom, Penguin • External (links, citations, etc) • Algo(s): Penguin • Third Party (advertising etc) • Algo(s): Panda, Phantom Process of deductive reasoning! NOTE there are the core algos, there are others. Algorithms
  65. 65. #SMX #31A @schachin Panda
  66. 66. #SMX #31A @schachin Know Your Algorithms. Panda.
  67. 67. #SMX #31A @schachin KEEP in MIND Panda Rollouts were no longer announced after 4th Quarter 2015! Rolls out around every 3 months. (per Gary Illyes) First Rollout was in 2016 Likely Feb 27th/28th through the first week in March. Can be confused with Phantom, though results are similar. Algorithms - Panda
  68. 68. #SMX #31A @schachin Panda focuses on content quality MOSTLY also some site quality items. Algorithms - Panda
  69. 69. #SMX #31A @schachin What is Panda content quality? • No “thin” Content • Length DOES matter = Time, Effort, Amount • Exceptions do exist • Be careful of Duplicate Content • Make sure you have proper canonicals • No Duplicate Penalty, but there is a filter! • Make sure your titles/descriptions are unique Algorithms - Panda
  70. 70. #SMX #31A @schachin •Content Clarity •Content Specificity (RELEVANCE) •Content Length •Blogs 350-550 << These are arbitrary, BUT they are good guides •Articles 750-950+ << These are arbitrary, BUT they are good guides ESPECIALLY for sites that deal with news, information, or education (Entertainment especially gossip is an exception) Note: Query Deserves Freshness (QDF) does not matter for all sites. Algorithms - Panda
  71. 71. #SMX #31A @schachin What else?
  72. 72. #SMX #31A @schachin • ContentTechnical • Grammar / Spelling / Readability • Site Architecture • Confirmed by John Mueller February 2017. • Advertisements • Too many ads on a site can cause devaluations •Site LoadTime • EspeciallyTime to First Byte (TFB) • Needs to be under .80ms for best results Algorithms - Panda
  73. 73. #SMX #31A @schachin
  74. 74. #SMX #31A @schachin Know Your Algorithms. Phantom.
  75. 75. #SMX #31A @schachin Quality Update (Phantom) “Panda Plus "witha wider quality focus including UI/X Summary: Google update that affected sites with low quality indicators. Focus: Low Quality Pages TopTakeaways. • Not typically confirmed by Google • Can change focus – kind of a catch-all of quality algos • Have to look for other indicators • Overlaps Panda in some areas • Affects Organic SERPs Algorithms - Phantom
  76. 76. #SMX #31A @schachin Phantom Quality Update Issues (that are most likely Phantom) • Appears to focus on items such as • Aggressive Ad Placements • Content • Crawl Issues • Deception (ads, affiliate links, etc.) • Thin Content • Bad UI/X • Interstitials Algorithms - Phantom
  77. 77. #SMX #31A @schachin How do you know which is which?
  78. 78. #SMX #31A @schachin
  79. 79. #SMX #31A @schachin You don’t need to! It doesn’t matter.
  80. 80. #SMX #31A @schachin Know what is in the algo(s). Then attack your site “Distance from Perfect”
  81. 81. #SMX #31A @schachin Distance from "Perfect”! GOOD DFP = FUTURE PROOFING!
  82. 82. #SMX #31A @schachin Penguin
  83. 83. #SMX #31A @schachin Know Your Algorithms. Penguin.
  84. 84. #SMX #31A @schachin Algorithms - Penguin
  85. 85. #SMX #31A @schachin Penguin 2.0-3.x was angry! Algorithms - Penguin
  86. 86. #SMX #31A @schachin Algorithms - Penguin
  87. 87. #SMX #31A @schachin Penguin 4.0 (Real-time) Rollout: Approximately September 23, 2016 It also rolled out in several phases completing these rollouts the second week of October. If you never recovered, it would have happened by now. Summary: This update was the first in more than 2 years. However, the new version of Penguin is very different from the old in there is no whole site website demotion, just granular links devaluation. In addition the links are being evaluated in “real time” and so changes to link profiles will be assessed quickly. Algorithms - Penguin
  88. 88. #SMX #31A @schachin Focus: Mostly links, but also other Web Spam Factors. TopTakeaways. • Confirmed by Google • Updates are in “real time” (not the instant they occur, but they are assessed rapidly) Sites are no longer demoted in search, links are devalued. Links are devalued? This means their value (passed Page Rank) to the site is removed from the site’s scoring. In the past, the entire site was demoted in the SERPs. This is no longer the case. Algorithms - Penguin
  89. 89. #SMX #31A @schachin If you did not recovered from a Penguin update, make sure you submitted a proper disavow and also “acquired” replacement links. Without replacing the lost link values the site could be free of Penguin, but appear to be still demoted. Algorithms - Penguin
  90. 90. #SMX #31A @schachin Devaluations are much more granular • Query Set • Page Level • Section Level • NOT Site Level This makes them harder to detect as their will be a slower decline in smaller sections of the site, rather than a distinct fall-off cliff as in previous rollouts. Also “real-time” application. Algorithms - Penguin
  91. 91. #SMX #31A @schachin Cliff vs. Slope Algorithms - Penguin
  92. 92. #SMX #31A @schachin Off-Site Devaluations Devaluations can affect you if they hit other sites. If the sites that link to you have their links devalued, then that link juice cannot be passed. Algorithms - Penguin
  93. 93. #SMX #31A @schachin Disavows? According to Google, yes you should still use a disavow. I don’t know you! Algorithms - Penguin
  94. 94. #SMX #31A @schachin Link Free for All? Manual Actions will take over for Penguin Devaluations, but experiment on those thresholds. Algorithms - Penguin
  95. 95. #SMX #31A @schachin According to Google. No machine learning in Penguin, no AI. Algorithms - Penguin
  96. 96. #SMX #31A @schachin Mobile Algorithms.
  97. 97. #SMX #31A @schachin Mobile Friendly.
  98. 98. #SMX #31A @schachin Mobile Site is a Must! Best to use responsive NOT M.
  99. 99. #SMX #31A @schachin A MUST! Mobile. Do. It.
  100. 100. #SMX #31A @schachin Mobile Algorithms. Ads & Interstitials.
  101. 101. #SMX #31A @schachin As of January 2017 Sites with Disruptive Interstitials will be devalued!
  102. 102. #SMX #31A @schachin Maybe… so far roll out has been weak.
  103. 103. #SMX #31A @schachinhttp://www.thesempost.com/updated-google-quality-rater-guidelines-eat/ Ads & Interstitials
  104. 104. #SMX #31A @schachin Interstitials THAT ARE Affected • Showing a popup that covers the main content, either immediately after the user navigates to a page from the search results, or while they are looking through the page. • Displaying a standalone interstitial that the user has to dismiss before accessing the main content. • Using a layout where the above-the-fold portion of the page appears similar to a standalone interstitial, but the original content has been inclined underneath the fold. http://searchengineland.com/interstitialgeddon-google-warns-will-crack-intrusive-interstitials-next-january-257252 Ads & Interstitials
  105. 105. #SMX #31A @schachinhttp://searchengineland.com/interstitialgeddon-google-warns-will-crack-intrusive-interstitials-next-january-257252 Ads & Interstitials
  106. 106. #SMX #31A @schachin Interstitials NOT Affected Those types are: • Interstitials that appear to be in response to a legal obligation, such as for cookie usage or for age verification. • Login dialogs on sites where content is not publicly indexable. For example, this would include private content such as email or unindexable content that is behind a paywall. • Banners that use a reasonable amount of screen space and are easily dismissible. For example, the app install banners provided by Safari and Chrome are examples of banners that use a reasonable amount of screen space. Ads & Interstitials
  107. 107. #SMX #31A @schachinhttp://searchengineland.com/interstitialgeddon-google-warns-will-crack-intrusive-interstitials-next-january-257252 Ads & Interstitials
  108. 108. #SMX #31A @schachin Applies to First Click from SERPS ONLY!
  109. 109. #SMX #31A @schachin Distance from Perfect.
  110. 110. #SMX #31A @schachin Distance from "Perfect”* how close or far are we to the points of the algorithms. *Term coined by Portent
  111. 111. #SMX #31A @schachin RECOVERY, FUTURE PROOFING, SEO = All the Same it’s DFP
  112. 112. #SMX #31A @schachin According to Google Content + Links = Top Two Ranking Factors Third is RankBrain …
  113. 113. #SMX #31A @schachin Content Quality.
  114. 114. #SMX #31A @schachin • Expertise • Authority • Trust FOCUS ON EAT!
  115. 115. #SMX #31A @schachin
  116. 116. #SMX #31A @schachin https://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf Quality Site Pages - Content
  117. 117. #SMX #31A @schachin From the Google Quality Rater’s Guide https://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualit yevaluatorguidelines.pdf Quality Site Pages - Content
  118. 118. #SMX #31A @schachin What does Google thinks makes good content? The EAT of the page. • Is there expertise? • Expertise can = personal experience. • Is there evidence of time? • Is there effort? • Is there skill? Quality Site Pages - Content
  119. 119. #SMX #31A @schachin http://www.thesempost.com/updated-google-quality-rater-guidelines-eat/ Quality Site Pages
  120. 120. #SMX #31A @schachin YMYL – Your Money Or Your Life.
  121. 121. #SMX #31A @schachin http://www.thesempost.com/updated-google-quality-rater-guidelines-eat/ YMYL – Your Money Or Your Life
  122. 122. #SMX #31A @schachin Distance from Perfect.
  123. 123. #SMX #31A @schachin Technical. Not Just Make-Up.
  124. 124. #SMX #31A @schachin
  125. 125. #SMX #31A @schachin Content & Links are the top two ranking factors, but will add technical here as the 2.5th
  126. 126. #SMX #31A @schachin Technical Can Do This!Technical Can Do This!
  127. 127. #SMX #31A @schachin What are we looking at?
  128. 128. #SMX #31A @schachin • Http vs. Https • Robots • Sitemaps • Canonicals • Redirects & 404s • Architecture • Navigation • SchemaTagging Technical
  129. 129. #SMX #31A @schachin • Http vs. Https • Do the pages have mixed status? • If pages moved to https, did the URLs change everywhere? CDN?Tag Manager? Analytics? • Are the pages redirected? • Use the Aleyda Solis checklist for https migration • Robots • Sitemaps • Canonicals • Redirects & 404s • Architecture • Navigation • SchemaTagging TechnicalTechnical
  130. 130. #SMX #31A @schachin Technical SEO Audit – The Basics • Http vs. Https • Robots.txt • Can it be crawled? If not, googlebot goes away! • Is it written correctly? (test it) • Are you using it when they should be using no-index? • Robots.txt blocks the page crawl, but not the URL indexing • Are you blocking CSS &/or JS? • Must unblock!This can cause a site demotion. • Sitemaps • Canonicals • Redirects & 404s • Architecture • Navigation • SchemaTagging TechnicalTechnical
  131. 131. #SMX #31A @schachin • Http vs. Https • Robots.txt • Sitemaps • Do you have one? • Is it written correctly? (test it) • Check their sitemaps for • Limits • Types (video, image, page, news < different XML) • Index Sitemaps (use them!) • TIP Google does not use priority or date modifiers • Canonicals • Redirects & 404s • Architecture • Navigation • SchemaTagging Technical
  132. 132. #SMX #31A @schachin • Http vs. Https • Robots.txt • Sitemaps • Canonicals • Do you have them on the site? • Are they written correctly? • Do they follow the rules for writing canonicals? • Redirects & 404s • Architecture • Navigation • SchemaTagging Technical
  133. 133. #SMX #31A @schachin • Http vs. Https • Robots.txt • Sitemaps • Canonicals • Redirects & 404s • Are they using 302 or 301? • Google says they don’t care, but … • How many 404s? Are you bleeding links? Should they be 410? • When redirecting links from removed pages topical matches are a MUST or the links passed could lose value • Architecture • Navigation • SchemaTagging Technical
  134. 134. #SMX #31A @schachin • Http vs. Https • Robots.txt • Sitemaps • Canonicals • Redirects & 404s • Architecture • Is the structure vertical or horizontal? • TIP Google prefers wide and flat over deep and tall • Are you giving Google a proper content outline? • Think 10th grade English Class • Are you specific, certain and clear? • Navigation • SchemaTagging Technical
  135. 135. #SMX #31A @schachin • Http vs. Https • Robots.txt • Sitemaps • Canonicals • Redirects & 404s • Architecture • Navigation • Are you using proper navigation? • Are you constructing a contextual view of your site? • Are you throwing in the kitchen sink? • TIP Users can only process 5-8 piece of information at a time • Going to be even more important in mobile first indexing. • SchemaTagging Technical
  136. 136. #SMX #31A @schachin • Http vs. Https • Robots.txt • Sitemaps • Canonicals • Redirects & 404s • Architecture • Navigation • SchemaTagging • Just do it! Really. Microdata is Google preferred. • TIP Any data point can be used in the KG without copyright violation. • Check Google Search Console for mark-up validity. • Make sure to add to your mobile site for mobile first! Technical
  137. 137. #SMX #31A @schachin What else?
  138. 138. #SMX #31A @schachin
  139. 139. #SMX #31A @schachin Speed.
  140. 140. #SMX #31A @schachin Speed…. You know fast…. Like really fast…
  141. 141. #SMX #31A @schachin HOW DO WETEST FAST? WebpageTest.org and of course Google Pagespeed Insights Also there is information in Google Analytics. Page Speed
  142. 142. #SMX #31A @schachin
  143. 143. #SMX #31A @schachin
  144. 144. #SMX #31A @schachin And Google …
  145. 145. #SMX #31A @schachin You want an 85 min – 90+ is bestPage Speed – Score over 85
  146. 146. #SMX #31A @schachin Mobile First Indexing
  147. 147. #SMX #31A @schachin Mobile First Indexing
  148. 148. #SMX #31A @schachin Mobile First Indexing
  149. 149. #SMX #31A @schachin https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html Mobile First Indexing
  150. 150. #SMX #31A @schachin Mobile First Indexing • One Index • Mobile Crawler will be used for all sites • Mobile Content will be used for ranking • Mobile SERPs • Desktop SERPs • AMP NOT a factor in mobile first indexing https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html Mobile First Indexing
  151. 151. #SMX #31A @schachin Content you want to rank for MUST be in your mobile site https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html Mobile First Indexing
  152. 152. #SMX #31A @schachin If you do not have the content on your mobile site, the site cannot be found for it even in desktop. This means they will rely more heavily on sitemaps to find content. https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html Mobile First Indexing
  153. 153. #SMX #31A @schachin
  154. 154. #SMX #31A @schachin Mobile First Indexing SiteTypes • If you have a mobile m. site • Make sure to verify this site in Google Search console • If you have a responsive site • No changes needed • If you have AMP only • You will be evaluated on your desktop content, but mobile friendly boost https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html http://www.thesempost.com/details-googles-mobile-first-indexing-change/ Mobile First Indexing
  155. 155. #SMX #31A @schachin UI Hidden Content. Unlike Desktop, content hidden in accordions and tabs will not be devalued in mobile first indexing. https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html http://www.thesempost.com/details-googles-mobile-first-indexing-change/ Mobile First Indexing
  156. 156. #SMX #31A @schachin Schema. If you removed schema in mobile, it must be added back to your mobile site to get into the snippets https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html http://www.thesempost.com/details-googles-mobile-first-indexing-change/ Mobile First Indexing
  157. 157. #SMX #31A @schachin Mobile First Indexing
  158. 158. #SMX #31A @schachin Distance from "Perfect”* how close or far are we to the points of the algorithms. *Term coined by Portent
  159. 159. #SMX #31A @schachin Winning in the end = doing more than your competitor
  160. 160. #SMX #31A @schachin
  161. 161. #SMX #31A @schachin • Panguin http://barracuda.digital/panguin-tool/ • WebPageTest.org • Page Speed Insights (Google) https://developers.google.com/speed/pagespeed/insights/ • Screaming Frog http://www.screamingfrog.co.uk/seo-spider/user-guide/configuration/ • Deep Crawl https://www.deepcrawl.com/ • Google Webmaster Guidelines https://support.google.com/webmasters/answer/35769?hl=en • Google Search Console Help https://support.google.com/webmasters/?hl=en#topic=3309469 • Aleyda Solis http(s) Migration http://www.aleydasolis.com/en/search-engine-optimization/http-https-migration-checklist- Google-docs/ Resources
  162. 162. #SMX #31A @schachin Busting Google’s Black Box Navigating Google Algorithms in a Post-Update World Kristine@SitesWithoutWalls.com

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