What's New In Search

341 views

Published on

Quick 15 minute presentation covering Google's Panda update, using microdata for SEO, social media ranking factors and a tip on using promotional goods for link building.

Delivered at the BTC Group Live event at Wembley Stadium, 12th October 2011.

Published in: Technology, Design
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
341
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
6
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Enterprise Coaching - Be your own boss programme How to market yourself on the internet
  • Enterprise Coaching - Be your own boss programme How to market yourself on the internet
  • Enterprise Coaching - Be your own boss programme How to market yourself on the internet
  • Enterprise Coaching - Be your own boss programme How to market yourself on the internet
  • Enterprise Coaching - Be your own boss programme How to market yourself on the internet
  • Enterprise Coaching - Be your own boss programme How to market yourself on the internet
  • Enterprise Coaching - Be your own boss programme How to market yourself on the internet
  • Enterprise Coaching - Be your own boss programme How to market yourself on the internet
  • Enterprise Coaching - Be your own boss programme How to market yourself on the internet
  • What's New In Search

    1. 2. Agenda <ul><li>Recent Google Algorithm Changes </li></ul><ul><li>Microdata </li></ul><ul><li>Social Media Ranking Factors </li></ul><ul><li>Using Promotional Goods For SEO </li></ul>
    2. 3. Panda Farming <ul><li>“ Designed to reduce rankings for low-quality sites” - Google </li></ul><ul><li>Algorithmic change – not a blacklist </li></ul><ul><li>11.8% of all queries affected </li></ul><ul><li>Lots of “innocent” sites hit </li></ul>
    3. 4. Fixing The Farm <ul><li>Low-quality content on part of a site can affect rankings for the whole site </li></ul><ul><li>Evaluate your pages for signals of low quality: </li></ul><ul><ul><li>Not enough content on pages </li></ul></ul><ul><ul><li>Poorly-written content (grammar, spelling, readability) </li></ul></ul><ul><ul><li>Content copied from other sites </li></ul></ul><ul><ul><li>Content that isn’t useful </li></ul></ul><ul><li>Redirect or delete these pages </li></ul>
    4. 5. Fixing The Farm <ul><ul><li>Too many ads above the fold </li></ul></ul><ul><ul><li>User Engagement: </li></ul></ul><ul><ul><ul><li>External links to internal pages </li></ul></ul></ul><ul><ul><ul><li>Socially-shared pages </li></ul></ul></ul><ul><ul><li>Check Analytics for signs: </li></ul></ul><ul><ul><ul><li>Pages with search traffic drops </li></ul></ul></ul><ul><ul><ul><li>High bounce rate from search traffic </li></ul></ul></ul><ul><ul><li>Google’s guidance: http://bit.ly/pandagoogle </li></ul></ul>
    5. 6. Penalised Page Example
    6. 7. Panda In The Food Chain <ul><li>Links from penalised sites are likely to be less valuable </li></ul><ul><li>Article marketing now has to be questioned as an SEO tactic </li></ul><ul><li>Can be replaced with guest blogging/articles on unaffected sites </li></ul><ul><ul><li>Likely to mean higher-quality writing required </li></ul></ul>
    7. 8. Paid Link Punishments <ul><li>JC Penney, Overstock, Forbes, Beatthatquote.com outed & punished </li></ul><ul><li>Outed by the media – not an algorithm </li></ul><ul><li>Demonstrates the risk, benefits, widespread nature & difficulty for Google </li></ul><ul><li>Sites back in search results after 90 days </li></ul><ul><li>Unlikely to go away any time soon </li></ul>
    8. 9. Exact Match Domains Next? <ul><li>“… we have been thinking about… turning the knob down within the algorithm, so that… it wouldn’t necessarily help you as much to have a domain name with a bunch of keywords in it.” – Matt Cutts </li></ul><ul><li>No longer able to rely on keywords in domains </li></ul><ul><li>Favours brands more than ever before </li></ul>
    9. 10. Schema.org - Microdata <ul><li>Mark up for content, e.g. reviews, products, events (microdata) </li></ul><ul><li>Can help you get listed for relevant searches </li></ul><ul><li>Produces “rich snippets” – better for CTRs </li></ul><ul><li>Covers all three major search engines </li></ul><ul><li>Likely to lead to users spending more time on search engines, less visiting sites in the long term </li></ul><ul><li>www.schema.org </li></ul>
    10. 11. Microdata Usage Example
    11. 12. Social Media Ranking Factors <ul><li>In December 2010, all the major search engines confirmed that they are using “social signals” in their ranking algorithms </li></ul><ul><li>Not yet clear what the signals are; likely to be: </li></ul><ul><ul><li>Amount of sharing (Likes, Tweets etc.) </li></ul></ul><ul><ul><li>“ Authority” accounts likely to carry more weight (follower:followed ratio?) </li></ul></ul>
    12. 13. Social Network Recommendations
    13. 14. Google +1 Button <ul><li>Adds a “+1” button to search results (including ads) & websites </li></ul><ul><li>Users need to be logged in to Google </li></ul><ul><li>Used in the ranking algorithm </li></ul><ul><li>Shows searchers who in their network has “+1’d” a page </li></ul><ul><ul><ul><li>Aggregate number of +1s if none in their network </li></ul></ul></ul>
    14. 15. Google +1 Button <ul><li>Uses your Google Profile connections (Gmail contacts, Talk, Reader, Buzz) </li></ul><ul><ul><li>See http://profiles.google.com </li></ul></ul><ul><ul><li>Will add third-party connections, e.g. Twitter </li></ul></ul><ul><li>Will appear in YouTube searches too </li></ul><ul><li>Get the button for your website here: </li></ul><ul><ul><li>google.com/webmasters/+1/button/index.html </li></ul></ul>
    15. 16. Social Media Signals For SEO <ul><li>Quality, fresh content leads to sharing </li></ul><ul><ul><li>Compelling offers, news, information </li></ul></ul><ul><li>Regularly shared by others </li></ul><ul><li>Your own ever-growing social network </li></ul><ul><li>Self-promotion best done by adding value </li></ul>
    16. 17. Using Promotion Items For SEO <ul><li>Include website addresses on all promotional items </li></ul><ul><li>Run giveaways or competitions to win branded goods in return for links </li></ul><ul><li>Use promotional items as incentives for social media engagement </li></ul><ul><ul><li>Competitions on Twitter (follow or Tweet us) </li></ul></ul><ul><ul><li>Rewards for Liking on Facebook </li></ul></ul>
    17. 18. Questions? <ul><li>www.boom-online.co.uk </li></ul><ul><li>0845 474 0974 </li></ul><ul><li>Twitter: @boomweb </li></ul>

    ×