2
3
2011
Google Panda

2012
Google Penguin

2013
Google
Hummingbird
Panda

Penguin

Change: Focused on cleaning up
sites that have little to contribute to
the user. The content should be
ori...
• From quantity to quality
• Content strategy aimed at websites with traffic and value, avoiding

certain types of links
•...
Commercial

Combination

Random
pages
•
•
•
•
•
•

•
Google Guidelines for SEO (GOOGLE WEB MASTERS TOOLS)
19
•
•
•

•
•
•
42
OWNED
Corporate Content
(brochure, shop,
web)

EARNED
WOM
Press
Coverage

PAID
Traditional
Media
Paid/Owned Media:
Mobile ads, apps,
games
Social media ads,
Twitter content, blogs

Paid/Earned Media:
Social media ads, s...
•
•
•
•
•
SOCIAL
MEDIA

EMAIL
MARKETING
/DATA
BASES

…

BLOG

SEO
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
Why today's SEO has to be different- ICEF13 Seminar
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Why today's SEO has to be different- ICEF13 Seminar

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SEO challenges in the post penguin age. Sorry. We cannot
sell you the same this year. We cannot guarantee rankings
and rankings won’t be enough for you anymore. SEO has
changed since 2012 when Google launched its Penguin
update and nowadays we can’t speak about SEO without
speaking about marketing, content and social networks. Get
to know the main challenges we are facing and what the
profi le of a SEO expert in the post penguin age should look
like.

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Why today's SEO has to be different- ICEF13 Seminar

  1. 1. 2
  2. 2. 3
  3. 3. 2011 Google Panda 2012 Google Penguin 2013 Google Hummingbird
  4. 4. Panda Penguin Change: Focused on cleaning up sites that have little to contribute to the user. The content should be original and useful. Change: Aimed at reducing web spam. Penalizes pages that make excess use of repetitive or hard anchor texts and low quality article domains, spam blogs and keywordstuffing. Effect: Loss of Keyword positioning level Effect: Panda is a measure which affects the whole website
  5. 5. • From quantity to quality • Content strategy aimed at websites with traffic and value, avoiding certain types of links • Linkbait: companies that generate natural social links
  6. 6. Commercial Combination Random
  7. 7. pages
  8. 8. • • •
  9. 9. • • • •
  10. 10. Google Guidelines for SEO (GOOGLE WEB MASTERS TOOLS) 19
  11. 11. • • • • • •
  12. 12. 42
  13. 13. OWNED Corporate Content (brochure, shop, web) EARNED WOM Press Coverage PAID Traditional Media
  14. 14. Paid/Owned Media: Mobile ads, apps, games Social media ads, Twitter content, blogs Paid/Earned Media: Social media ads, shares, likes, Reputation management Mobile ads, shares,reviews Mobile (apps/games) Website content Email Social (FB pages, blogs/ Twitter acts) Media Earned/Owned/Paid Media Social (ads, blogs, shares, sponsored content) Mobile (apps, shares, ads) Paid search Display Social (FB ads/ sponsored tweets) Mobile (ads) Email Earned/Owned Media: Social likes, shares, retweets Mobile ads, shares, reviews
  15. 15. • • •
  16. 16. • •
  17. 17. SOCIAL MEDIA EMAIL MARKETING /DATA BASES … BLOG SEO

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