Algo's or Mammals - Ross Monaghan of Zeon Solution

Milwaukee Interactive Marketing Association
Milwaukee Interactive Marketing AssociationSenior Technical Lead at Layer One Media
Algo’s or Mammals?
Ross Monaghan

OCTOBER 11, 2012




                     SEARCH ENGINE MARKETING




                              © ZEON SOLUTIONS INC.
About Me
• Director of Search Engine Marketing
• 6+ Years Experience
• Global Optimization Experience
• B2B & B2C Small - Fortune 50-1000 Clients
• Connect via LinkedIn or @rossmonaghan
Algo's or Mammals - Ross Monaghan of Zeon Solution
Periodic Table for “SEO”
Panda
Penguin
Exact Match Domains (EMD)
Exact Match Domains (EMD)
Above-the-fold Algorithm
Algo's or Mammals - Ross Monaghan of Zeon Solution
Definitions please…
Panda
Panda Vulnerabilities
Targets: Content
• Low quality content
• Thin content
• Duplicate Content
• Low engagement rates on page or site (high bounce
  rates, low time on site, etc.)
• Lack of original content
• High amount of irrelevant adverts
• High % of boilerplate content
Panda Timeline
•   Panda Update 1.0, Feb. 24, 2011 (11.8% of queries; announced; English in US only)
•   Panda Update 2.0, April 11, 2011 (2% of queries; announced; rolled out in English internationally)
•   Panda Update 2.1, May 10, 2011 (no change given; confirmed, not announced)
•   Panda Update 2.2, June 16, 2011 (no change given; confirmed, not announced)
•   Panda Update 2.3, July 23, 2011 (no change given; confirmed, not announced)
•   Panda Update 2.4, Aug. 12, 2011 (6-9% of queries in many non-English languages; announced)
•   Panda Update 2.5, Sept. 28, 2011 (no change given; confirmed, not announced)
•   Panda Update 3.0, Oct. 19, 2011 (about 2% of queries; belatedly confirmed)
•   Panda Update 3.1, Nov. 18, 2011: (less than 1% of queries; announced)
•   Panda Update 3.2, Jan. 18, 2012 (no change given; confirmed, not announced)
•   Panda Update 3.3, Feb. 27, 2012 (no change given; announced)
•   Panda Update 3.4, March 23, 2012 (about 1.6% of queries impacted; announced)
•   Panda Update 3.5, April 19, 2012 (no change given; belatedly revealed)
•   Panda Update 3.6, April 27, 2012: (no change given; confirmed; first update within days of another)
•   Panda Update 3.7, June 9, 2012: (1% of queries; belatedly announced)
•   Panda Update 3.8, June 25, 2012: (about 1% of queries; announced)
•   Panda Update 3.9, July 24, 2012:(about 1% of queries; announced)
•   Panda Update 3.91, Aug. 20, 2012: (about 1% of queries; belatedly announced)
•   Panda Update 3.92, Sept. 18, 2012: (less than 0.7% of queries; announced)
Have you have been Panda Kicked?
• Check organic traffic on dates of algo changes




• Analyze Webmaster Tools Impression Share




• Analyze Rank Changes for Top KW’s
Ok…I was hit…HELP!
• Isolate problem
• Which pages were affected
• Find pages which were not affected and
  identify differences
• Analyze content vs. quality high ranking sites
• Remove weak content
• Edit “over-optimized” data to be user rich
Penguin
Penguin Vulnerabilities
Targets: Webspam
• Unnatural inbound links
  – Exact same anchor text as on-page optimization
  – Irrelevant sources of inbound link
  – Paid links using exact match anchor text
• Over Optimization
  – Spammy title tags
  – Keyword stuffing
• Low-quality article marketing & blog spam
PenguinTimeline
• Penguin 1.0 April 24, 2012
Have I been hit by Penguin?
• Check dates associated with algorithm
  updates or Matt Cutts tweets 
• Significant traffic or ranking changes
• Webmaster Tools direct messages
Algo's or Mammals - Ross Monaghan of Zeon Solution
Panda & Penguin
• Updates have been rolled out periodically
• Don’t hack your links
• Don’t waste time changing content
Until…
You have truly identified which algorithm you
have been impacted by…otherwise you are
WASTING your time
Final Thoughts…
• Focus on developing content to support a
  fantastic user experience that is useful,
  sharable, or insightful
• Leverage the entire marketing mix to
  support digital efforts
• Target the user and NOT the search engine
Thank You
Additional Questions or Need Support:
Ross Monaghan
Director, Search Engine Marketing
Zeon Solutions, Inc.
www.zeonsolutions.com
ross.monaghan@zeonsolutions.com
Twitter: @rossmonaghan
LinkedIn: http://www.linkedin.com/in/rossmonaghans
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Algo's or Mammals - Ross Monaghan of Zeon Solution

  • 1. Algo’s or Mammals? Ross Monaghan OCTOBER 11, 2012 SEARCH ENGINE MARKETING © ZEON SOLUTIONS INC.
  • 2. About Me • Director of Search Engine Marketing • 6+ Years Experience • Global Optimization Experience • B2B & B2C Small - Fortune 50-1000 Clients • Connect via LinkedIn or @rossmonaghan
  • 4. Periodic Table for “SEO”
  • 12. Panda
  • 13. Panda Vulnerabilities Targets: Content • Low quality content • Thin content • Duplicate Content • Low engagement rates on page or site (high bounce rates, low time on site, etc.) • Lack of original content • High amount of irrelevant adverts • High % of boilerplate content
  • 14. Panda Timeline • Panda Update 1.0, Feb. 24, 2011 (11.8% of queries; announced; English in US only) • Panda Update 2.0, April 11, 2011 (2% of queries; announced; rolled out in English internationally) • Panda Update 2.1, May 10, 2011 (no change given; confirmed, not announced) • Panda Update 2.2, June 16, 2011 (no change given; confirmed, not announced) • Panda Update 2.3, July 23, 2011 (no change given; confirmed, not announced) • Panda Update 2.4, Aug. 12, 2011 (6-9% of queries in many non-English languages; announced) • Panda Update 2.5, Sept. 28, 2011 (no change given; confirmed, not announced) • Panda Update 3.0, Oct. 19, 2011 (about 2% of queries; belatedly confirmed) • Panda Update 3.1, Nov. 18, 2011: (less than 1% of queries; announced) • Panda Update 3.2, Jan. 18, 2012 (no change given; confirmed, not announced) • Panda Update 3.3, Feb. 27, 2012 (no change given; announced) • Panda Update 3.4, March 23, 2012 (about 1.6% of queries impacted; announced) • Panda Update 3.5, April 19, 2012 (no change given; belatedly revealed) • Panda Update 3.6, April 27, 2012: (no change given; confirmed; first update within days of another) • Panda Update 3.7, June 9, 2012: (1% of queries; belatedly announced) • Panda Update 3.8, June 25, 2012: (about 1% of queries; announced) • Panda Update 3.9, July 24, 2012:(about 1% of queries; announced) • Panda Update 3.91, Aug. 20, 2012: (about 1% of queries; belatedly announced) • Panda Update 3.92, Sept. 18, 2012: (less than 0.7% of queries; announced)
  • 15. Have you have been Panda Kicked? • Check organic traffic on dates of algo changes • Analyze Webmaster Tools Impression Share • Analyze Rank Changes for Top KW’s
  • 16. Ok…I was hit…HELP! • Isolate problem • Which pages were affected • Find pages which were not affected and identify differences • Analyze content vs. quality high ranking sites • Remove weak content • Edit “over-optimized” data to be user rich
  • 18. Penguin Vulnerabilities Targets: Webspam • Unnatural inbound links – Exact same anchor text as on-page optimization – Irrelevant sources of inbound link – Paid links using exact match anchor text • Over Optimization – Spammy title tags – Keyword stuffing • Low-quality article marketing & blog spam
  • 20. Have I been hit by Penguin? • Check dates associated with algorithm updates or Matt Cutts tweets  • Significant traffic or ranking changes • Webmaster Tools direct messages
  • 22. Panda & Penguin • Updates have been rolled out periodically • Don’t hack your links • Don’t waste time changing content Until… You have truly identified which algorithm you have been impacted by…otherwise you are WASTING your time
  • 23. Final Thoughts… • Focus on developing content to support a fantastic user experience that is useful, sharable, or insightful • Leverage the entire marketing mix to support digital efforts • Target the user and NOT the search engine
  • 24. Thank You Additional Questions or Need Support: Ross Monaghan Director, Search Engine Marketing Zeon Solutions, Inc. www.zeonsolutions.com ross.monaghan@zeonsolutions.com Twitter: @rossmonaghan LinkedIn: http://www.linkedin.com/in/rossmonaghans