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Google Updates

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Google Updates

  1. 1. Don’t Get Caught by the Googles 1 Enterprise Online Marketing Solutions www.enterprise-oms.uk < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > A tale of Pandas, Penguins, Pigeons and more
  2. 2. Don’t Get Caught by the Googles 2 Enterprise Online Marketing Solutions www.enterprise-oms.uk < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Since early 2011 Google has been regularly updating its search algorithm - the bit of software that decides where your website features in the Search Results Pages (SERPs), which site is placed at Number 1 and which sites are consigned to obscurity. Simply put, Google judges your website based on more than 200 different “signals”, is always focussing on delivering quality results to Google users and is always on the lookout for sites that look to cheat the system. As a consequence, Google has rolled out a range of updates to filter out and penalise poor quality sites and the following slides tell you about these and what you need to do to make sure your website isn’t caught out and penalised. A tale of Pandas, Penguins, Pigeons and more
  3. 3. Don’t Get Caught by the Googles 3 Enterprise Online Marketing Solutions www.enterprise-oms.uk < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > If you want to understand how Google works - it’s worth watching this brief video from Google Guru Matt Cutts
  4. 4. Don’t Get Caught by the Googles 4 Enterprise Online Marketing Solutions www.enterprise-oms.uk < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Panda Launch Date: February 2011 Goal: Penalise sites with poor quality content Update Frequency: Monthly Target: Sites with low quality/Spammy content
  5. 5. Don’t Get Caught by the Googles 5 Enterprise Online Marketing Solutions www.enterprise-oms.uk < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > What it’s looking for: • Duplicate Content • Plagiarism • Thin Content (too few words <250 words) • Keyword Stuffing (overuse use of certain words) • Poor User Experience (sites that are difficult to use) How to Spot: Sudden drop in organic (free) traffic (Need Google Analytics or similar) How to resolve: • Check for duplicate content and ensure content is only available from 1 URL • Check for plagiarism/duplicates on other sites • Count keywords and thin out if you have too many (especially if you have Thin pages) Panda
  6. 6. Don’t Get Caught by the Googles 6 Enterprise Online Marketing Solutions www.enterprise-oms.uk < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Penguin Launch Date: April 2012 Goal: Penalise sites with spammy, manipulative links Update Frequency: Twice a year Target: Sites with unnatural and/or poor quality backlinks
  7. 7. Don’t Get Caught by the Googles 7 Enterprise Online Marketing Solutions www.enterprise-oms.uk < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > What it’s looking for: • Links coming from poor quality and/or spammy sites • Links coming from sites created purely for SEO (such as Link Farms) • Links coming from irrelevant sites • Paid links • Links with over-optimised anchor text How to Spot: Sudden drop in organic traffic How to resolve: • Test using SEO SpyGlass (free for up to 1,000 links) • Request removal from identified sites • Use Google Disavow if you can’t request removal (Requires Google Search Console) Penguin
  8. 8. Don’t Get Caught by the Googles 8 Enterprise Online Marketing Solutions www.enterprise-oms.uk < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Hummingbird Launch Date: August 2013 Goal: Produce more relevant results by understanding searches Update Frequency: Part of main search algorithm Target: All websites
  9. 9. Don’t Get Caught by the Googles 9 Enterprise Online Marketing Solutions www.enterprise-oms.uk < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > What it’s looking for: • Exact match and overuse of keywords • Keyword stuffing • Poor user experience How to Spot: Sudden drop in organic traffic How to resolve: • Focus on keywords, synonyms and related terms rather than a single word or phrase • Use the same language that your audience uses • Write like a human Hummingbird
  10. 10. Don’t Get Caught by the Googles 10 Enterprise Online Marketing Solutions www.enterprise-oms.uk < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Pigeon Launch Date: July 2014 Update Frequency: December 2014 Goal: Provide high quality, relevant local results at the top SERPs Target: Companies targeting a specific area/region
  11. 11. Don’t Get Caught by the Googles 11 Enterprise Online Marketing Solutions www.enterprise-oms.uk < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > What it’s looking for: • Poorly optimised pages • Lack of quality backlinks • Poor set up of Google My Business Page • NAP inconsistency (Name, Address, Phone number) • Lack of presence in local directories How to Spot: Non appearance in local searches How to resolve: • Optimise your site • Set up your Google My Business Page • Ensure your NAP is consistent across local listings • Register with local directories Pigeon
  12. 12. Don’t Get Caught by the Googles 12 Enterprise Online Marketing Solutions www.enterprise-oms.uk < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Mobile Friendly Update Launch Date: April 2015 Update Frequency: Ongoing Goal: To flag mobile-friendly and feature them at the top of mobile SERPs Target: People carrying out searches on mobile phones
  13. 13. Don’t Get Caught by the Googles 13 Enterprise Online Marketing Solutions www.enterprise-oms.uk < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > What it’s looking for: Sites that are mobile friendly (Responsive Design, m.web.com domains How to Spot: Sites flagged “mobile friendly” in searches on smart phones How to resolve: • Ensure website uses Responsive Design or • Have a mobile friendly version (m.yourwebsite.co.uk) • Easy top navigate using fingers • Easy to read Mobile Friendly Update
  14. 14. Don’t Get Caught by the Googles 14 Enterprise Online Marketing Solutions www.enterprise-oms.uk < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Rank Brain Launch Date: October 2015 Update Frequency: Ongoing Goal: Deliver better results based on relevance and Artificial Intelligence Target: All websites
  15. 15. Don’t Get Caught by the Googles 15 Enterprise Online Marketing Solutions www.enterprise-oms.uk < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > What it’s looking for: • Lack of search query relevant features and content • Poor user experience How to Spot: Drop in organic traffic How to resolve: • Maximise User Experience • Analyse competitor sites by searching using your keywords/phrases • Learn from sites above you Rank Brain
  16. 16. Don’t Get Caught by the Googles 16 Enterprise Online Marketing Solutions www.enterprise-oms.uk < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Next Steps • Implement Google Analytics • Understand Google Analytics • Register with the Google Search Console • Understand & Act On Search Console Information • Register with Google My Business and complete your Page • Conduct a Detailed Examination of your Website • Correct any issues • Regularly ad fresh content to your website • Time poor? • Lack the necessary skills? • Then ask for a detailed Website review • Contact me and ask for help
  17. 17. Don’t Get Caught by the Googles 17 Enterprise Online Marketing Solutions www.enterprise-oms.uk < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Find me www.enterprise-oms.co.uk andy@enterprise-oms.co.uk Follow me Twitter @andypoulton Linkedin AndyPoulton Phone me 01793 23 80 20 07966 54 71 46

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