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2018 - CertiFUNcation - Jonas Weber: SEO Keynote

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Not every ranking problem is a Panda or Penguin

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2018 - CertiFUNcation - Jonas Weber: SEO Keynote

  1. 1. Not every ranking problem is a Panda or Penguin Brühl, 13th July 2018, Jonas Weber
  2. 2. seo-kurs.de / jonasweber.com Vita ▪Almost-pilot (10% SEO) ▪Garbageman (30 % SEO) ▪Doctors best friend (60 % SEO) ▪“Freelance“ SEO consultant (100 ℅ SEO)
  3. 3. seo-kurs.de / jonasweber.com References
  4. 4. seo-kurs.de / jonasweber.com Speaker
  5. 5. seo-kurs.de / jonasweber.com Search Quality Team
  6. 6. Lets start
  7. 7. Updates
  8. 8. 200 Factors
  9. 9. 201 273086 Experiments
  10. 10. 201 2665 Updates
  11. 11. Last Updates
  12. 12. 200 9Vince Update -> Brand ↑ Reputation
  13. 13. Branding – trend of a ranking
  14. 14. 201 0Mayday Update -> Quality Long Tail ↑ Relevance
  15. 15. Mayday Update – copy cat, no thanks!
  16. 16. 201 1Panda Update -> User behaviour ↑ User
  17. 17. Panda Update – no more thin content: bad user experience!
  18. 18. Do we need all pages in the index? index, follow Noindex
 follow delete
  19. 19. 201 2Penguin Update -> SEO websites & bad Links ↓ Reputation
  20. 20. Penguin Update
  21. 21. 201 3Hummingbird Update -> Semantic Search ↑ Relevance
  22. 22. Hummingbird Update
  23. 23. 201 4Pigeon Update -> more local search results↑ User
  24. 24. Pigeon Update (July 24, 2014)
  25. 25. 201 5Mobile Update -> better usability ↑ User
  26. 26. Mobile Update (April 22, 2015)
  27. 27. 201 5RankBrain-> Artificial Intelligence↑ User
  28. 28. seo-kurs.de / jonasweber.com SEO Pyramid
  29. 29. seo-kurs.de / jonasweber.com Manual penalty vs filter/algorithm Manual Penalty Filter issue Manual action from a Googler Yes No A Google has to take manual action to revoke the ranking issue Yes No Ranking problem can be solved without a Googler taking any manual action No Yes
  30. 30. seo-kurs.de / jonasweber.com Healthy vs. sick pages of a website ▪On Page, Directory, Subdomain and Domain level ▪Rankings brand vs non brand searches ▪Rankings commercial vs non commercial keywords ▪Ranks the right page? ▪Technical changes: what and when? Journal?
  31. 31. seo-kurs.de / jonasweber.com The process chain of a search engine Crawling 1 
 Indexing
 2 Serving 3
  32. 32. seo-kurs.de / jonasweber.com Current „SEO“ trends 2018 ▪Search intention -> „holistic“ content rocks! ▪Switch to https -> not a positive ranking factor so far ▪Speed -> more Crawling budget but only a direct negative ranking factor for very slow sites ▪Mobile first index -> happening right now ▪Snippet optimization -> same position, more traffic ▪Featured snippets -> position 0
  33. 33. seo-kurs.de / jonasweber.com Featured Snippets
  34. 34. 12 Case Studies
  35. 35. seo-kurs.de / jonasweber.com 1. noindex,nofollow vs noindex,follow ▪ Huge online shop with 8000 domain backlinks ▪ ALL categories on noindex,nofollow Homepage Categories Products Amount of pages Demand / traffic Homepage Categories Products Noindex,nofollow index,follow Main competitor,
 same products Equal quantity of 
 backlinks
  36. 36. seo-kurs.de / jonasweber.com 2. robots.txt: PageRank kill with wrong crawling setup Website 1/3 natural links to homepage etc. 2/3 links to cooperation form
 with individual ID‘s canonical Standard-
 Form Robots.txt
 disallow
  37. 37. seo-kurs.de / jonasweber.com 3. Relaunch: never change all at once 1 2 3 4
  38. 38. seo-kurs.de / jonasweber.com 3. Relaunch: never change all at once Content URLs Code Design Website
  39. 39. seo-kurs.de / jonasweber.com 3. „Relaunch“: Domain Switch (also https) ▪ Before ▪ Create Google Search Console property for old and new domain (also http + https) ▪ Full access to both domains and servers (FTP, CMS, Shopsystem) ▪ Capability to create 301 redirects on old domain and to react FAST ▪ Full Access to .htaccess (Apache) ▪ Same content, same design, same URLs ▪ While ▪ Copy Website 1:1 ▪ Create redirects from old domain to new domain, http to https, non www to www ▪ Communicate move to new domain in Google Search Console ▪ After ▪ Monitor the process for technical faults in Search Console and with a Crawler like 
 Screaming frog (broken links, server codes, etc) ▪ Monitor the Google rankings: does the new domain takes over the rankings?
  40. 40. seo-kurs.de / jonasweber.com 4. Change .de tld to .org for international SEO? „Mr. Weber, we have a .de domain and have the feeling that the .de might be a disadvantage for our international rankings. We also have the .org domain. Do you suggest to move the whole .de domain to .org? Also important to know: just the rebranding would cost around 10 to 15 millions.“
  41. 41. seo-kurs.de / jonasweber.com 5. Too many pages indexed Convince chief editor to delete 50 % of his articles Some technical changes
  42. 42. seo-kurs.de / jonasweber.com 6. Wrong homepage – what does Google prefer? www.domain.de www.domain.de/start/ index.html 301 redirect
  43. 43. seo-kurs.de / jonasweber.com 7. Soft 404er might harm your website
  44. 44. seo-kurs.de / jonasweber.com 8. Penguines without a fundament have a real problem domain.de domain.net
  45. 45. seo-kurs.de / jonasweber.com 9. No database access for Google bot Keyword Keyword + City A Keyword + City B
  46. 46. seo-kurs.de / jonasweber.com 10. Your texters are selling unique contents twice
  47. 47. seo-kurs.de / jonasweber.com 11. hreflang tag implemented
  48. 48. seo-kurs.de / jonasweber.com 11. Hreflang tags of tripadvisor
  49. 49. seo-kurs.de / jonasweber.com 11. hreflang tag .ch. vs .de in Google.ch .de .ch
  50. 50. seo-kurs.de / jonasweber.com 12. no mobile version Mobile index + rankings Desktop index + rankings
  51. 51. seo-kurs.de / jonasweber.com Cheers! Kontakt Mail: jw@jonasweber.com Websites: jonasweber.com & seo-kurs.de Twitter: @JonasWeber_com Xing: https://www.xing.com/profile/Jonas_Weber2 Linkedin: https://www.linkedin.com/pub/jonas-weber/

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