Who is George Anagnostopoulos?
§ Digital Content Creator since 1994 in the ﬁrst Greek web-zine.
§ Digital Marketer since 1999, in a dot-com in the UK.
§ Search MarkeGng since 2002
§ Blogger since 2004
§ Mobile MarkeGng since 2006
§ Social Media MarkeGng since 2009
§ Judge at Ermis Awards - Digital
§ Has worked with 50+ brands in the last 13 years.
4. Best PracGces
5. How it works
6. The future
eCommerce for Beginners
5 April 2014
• Good Content
• Lots of content
• Domain name
• Server Speed & Reliability
• URLs, ﬁlenames
• Image ALT tags
• Gefng backlinks
• Content MarkeGng
• Social media shares
• CompeGtor Research
• Google Keyword Planner
• Webmasters Tool
• Duplicate content
• No canonical tags
• Link building with licle
• Three-way linking
• Paid links
Remember: Not everybody agrees on what is gray-hat
• Keyword stuﬃng
• Hidden / invisible text
• Meta-tag stuﬃng
• Doorway pages
• Scraper sites
• ArGcle spinning
• Machine translaGon
• Irrelevant Gtle
• Link farms
• Hidden links
• Spam blogs
• Page hijacking
• Expired domains
• Forum Spam
• Blog Comment Spam
• Wiki Spam
Understand how search engines work:
1. A Search Engine Spider crawls the web.
2. Builds an index of the words it ﬁnds and their locaGon
3. When a user searches, they are searching that index
4. The Search Engine presents the most relevant results of the
search from the index.
5. Every search shows a diﬀerent SERP
(Search Engine Results Page)
• Results have long been customized per:
• User Country
• Google domain (google.com vs google.gr)
• User’s interface language
• For about two years now, they’re customized for each person
indepependently, based on:
• Search History
• Web History
• Google+ aﬃliaGons
The truth is...
Google is killing SEO.
They’re making diﬃcult to bring back results.
Two reasons for Google to kill SEO:
1. SEO tampers with the validity of their core product.
2. Users want a more personalized experience.
3. SEO does not make Google money like Adwords.
• More than 600 updates every year.
• Not all at the same Gme in all countries.
• Greece usually 4-6 months behind the US.
• Big updates:
• Panda (2011): Thin sites and over-opGmizaGon penalty
• Penguin (2012): Poor UX, e.g. content below fold
• Hummingbird (2013): Diﬀerence in long-tail queries
• More game-changing updates coming soon...