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Pubcon 2012 Vegas: Implementing a Search Strategy for 2013 and Beyond - 10-01-12


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A detailed look at how Panda and Penguin work, why it means there are many more updates like them coming, and how to future proof your online marketing efforts

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Pubcon 2012 Vegas: Implementing a Search Strategy for 2013 and Beyond - 10-01-12

  1. 1. Algo Proofing for 2012 and Beyond
  2. 2. First Off... Who Am I? Co-author: The Art of SEO President: Stone Temple Consulting 25+ person SEO and PPC firm Trainer: Instant E-Training Founder: Web Site Publishing Companies Publish web sites, grow them, then sell them 2 significant exits so far Twitter: @stonetemple Google Plus: +Eric Enge @stonetemple / + Eric Enge
  3. 3. The User is Central to the Google Algo “that is a part of what our algorithm does: work to find quality diverse results that help solve problems for users.”Google’s Matt Cutts @stonetemple / + Eric Enge
  4. 4. First Panda  Feb 23, 2011  Attacked poor content sites  Many updates since then (on version 3.9)@stonetemple / + Eric Enge
  5. 5. Matt Cutts on “Link Building” “It segments you into a mindset, and people get focused on the wrong things” @stonetemple / + Eric Enge
  6. 6. Then Penguin  April 24, 2012  Speculation is that this targeted:  Bad anchor text mix  Comment spam  Paid guest posts  Article marketing sites@stonetemple / + Eric Enge
  7. 7. Panda/Penguin/Page Layout Algorithm Structure Questionable SEO / Link Building Tactic Ranking Identified Adjustment Score No Can we Write an Penguin/Panda Algo to Algo Scheduler Flag it? Yes Master Create the Algo Google Run the Algo Index @stonetemple / + Eric Enge
  8. 8. Simplified ViewMassive MainOffline Ranking Adjustment GoogleCalculation Score Algorithm @stonetemple / + Eric Enge
  9. 9. Why is This Important? Many potential spam detection algorithms are very compute intensive  Too much computing time to include in the main algo Key component is the ability plug in a ranking adjustment score from an external database @stonetemple / + Eric Enge
  10. 10. Matt Cutts on Panda/Penguin “… you are right that these algorithms do represent new types of capabilities for us.” @stonetemple / + Eric Enge
  11. 11. Article Directory Example (My Theory) Extract List of Calculate Sites Quality Participating Adjustment Put in DB Build List of Sites For Main With Large % of Algo Link Juice from Art. Dirs. @stonetemple / + Eric Enge
  12. 12. Article Directory Example Extract List of Calculate Sites Quality Participating Adjustment Put in DB Build List of Sites For Main With Large % of Algo Link Juice from Art. Dirs.@stonetemple / + Eric Enge
  13. 13. So What’s Next? (Speculation Ahead!)@stonetemple / + Eric Enge
  14. 14. Thin Content Pages with Too Many Links @stonetemple / + Eric Enge
  15. 15. Bad PR BalanceQuantity PageRank @stonetemple / + Eric Enge
  16. 16. Bad PR BalanceQuantity No Trusted Links PageRank @stonetemple / + Eric Enge
  17. 17. Matt Cutts on Panda/Penguin - Infographics “I would not be surprised if at some point in the future we did not start to discount these infographic-type links to a degree.” @stonetemple / + Eric Enge
  18. 18. Low Relevance Infographic Links @stonetemple / + Eric Enge
  19. 19. Low Relevance Blog Posts Travel to New ZealandNew Zealand is a wonderful place tovisit. There are many different types ofcustoms used. Cars can be rented if youwant to create your own travelitinerary. @stonetemple / + Eric Enge
  20. 20. Still Low Relevance How to Make Cotton CandyCotton Candy is a treat beloved bymany children. You can make at home,and you do not need to do remodelyour kitchen to do so. All you need todo is get yourself a $4,327.45 device … @stonetemple / + Eric Enge
  21. 21. Does Your Anchor Text Look Like This? 6% 12% 10% 11%11% 13% 23% 14% @stonetemple / + Eric Enge
  22. 22. Or, Like This?Brand GenericName(s) Words Domain Or URL @stonetemple / + Eric Enge
  23. 23. Highly Commercial Term Results Manual Review Take the Top 500 Commercial Spaces Review Results by Hand @stonetemple / + Eric Enge
  24. 24. Thin Geographic Pages Seattle Pizza Boston PizzaWe offer the best We offer the bestpizza in Seattle. pizza in Boston.Using only local Using only localSeattle ingredients, Boston ingredients,we help create jobs we help create jobs @stonetemple / + Eric Enge
  25. 25. Matt Cutts on Thin Geographic Pages “Where people get into trouble here is that they fill these pages with the exact same content on each page. ‘Our handcrafted pizza is lovingly made with the same methods we have been using for more than 50 years …’ ” @stonetemple / + Eric Enge
  26. 26. The new way of thinking … What would you do if there was no Google? Would users be upset if you are not on the first page of the SERPs? @stonetemple / + Eric Enge
  27. 27. … is the old way of thinking …
  28. 28. … with a new media twist
  29. 29. Build a Community@stonetemple / + Eric Enge
  30. 30. The Synergy We’re Looking For Shared on Social Networks Helps Drive New Followers, Fans, Friends Traffic, Links & New Subscribers @stonetemple / + Eric Enge
  31. 31. The Synergy We Are Looking For – Step 2 (Influencers) (Sharing) (Your Stuff) @stonetemple / + Eric Enge
  32. 32. High End Guest Posting@stonetemple / + Eric Enge
  33. 33. And More High End Guest Posting @stonetemple / + Eric Enge
  34. 34. Relevant Viral Content@stonetemple / + Eric Enge
  35. 35. Thank You!Eric Enge @stonetemple + Eric Enge (508) 485-7751 @stonetemple / + Eric Enge