Seo today and into the future


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Search Engine Optimization (SEO) used to be easy. I mean really easy. I mean ridiculously easy! You played some tricks or followed some tactics and (bam!) you started ranking well for the keywords you wanted to rank well for. Off-shore companies charged almost nothing for SEO services and you were making a ton of money! Life was good! Search results sucked and were filled with spammy results, but you didn't care…you were making money! Then, in 2012, everything changed.

SEO today is hard and continues to get more complicated and confusing every day. Things that were OK yesterday are now hurting your rankings and Google is getting more and more obscure as to what factors affect their search algorithm. Are there ways for a small/medium business to compete online without running the risk of getting hit with a Google update? I’m so glad you asked!

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Seo today and into the future

  1. 1. SEO today and into the future: How you can avoid the Google dance By Mike Davis
  2. 2. What the hell is this SEO and how can I get me some! Matt Cutts (Google Web Spam God) puts it best:
  3. 3. SEO Tactics from the Past • SEO’s were the hired guns of the web • Their entire job was to trick search engines • TERRIBLE reputation
  4. 4. Black Hat vs. White Hat • Black Hat • Quantity over quality • Short cuts • Considered cheating by everyone else • Quick results (used to) • White Hat • Hard work • Focuses on content and organic growth • Takes a LONG $%$#ing time!!
  5. 5. SEO Tactics From the Past Unnatural link building • Why? • Unnatural anchor text • Types • Article Submissions • Reciprocal Linking & Link Exchanges • Press Releases Without News • Forum Marketing
  6. 6. SEO Tactics Cont. Link Farms, Directories, etc.
  7. 7. SEO Tactics Cont. Garbage content • Hundreds of pages all discussing one or two specific keywords • Making sure that every page mentions a single specific keyword or phrase • Duplicate content
  8. 8. SEO Tactics Cont. Keyword stuffing • Let’s say you wanted to rank well for the search term “White”.
  10. 10. SEO Today • Black hat is dying/dead • None of the old tactics work (well) today and will continue to be risky into the future • The dreaded algorithm update! • Penguin • The update is aimed at decreasing search engine rankings of websites that violate Google’s Webmaster Guidelines (keyword stuffing, cloaking, participating in link schemes, deliberate creation of duplicate content, and others.) • Panda • The change aimed to lower the rank of "low-quality sites" or "thin sites", and return higher-quality sites near the top of the search results.
  11. 11. Why the hell did Google do this to me! • Spam sucks and Google’s algorithm doesn’t care that it isn’t your fault or if you’re a good person. • It makes the internet a better place This SUCKS!
  12. 12. Now what? • Google is one smart Mofo! • Doing SEO well has become about offering value. • You need to start offering value. • Valuable = Easy to use and navigate • Valuable = Original content that people read/like/share
  13. 13. The Google Algorithm
  14. 14. Content and UX are $%#&ing EVERYTHING! • Google’s web spam team is obsessed UX and quality content.
  15. 15. But, I don’t have time or money to create good content?! Tough! Content
  16. 16. CREATE CREATE CREATE • Blog (Good & Original) • Articles (Good & Original) • Videos (Good & Original) • How to’s? (Good & Original)
  17. 17. Content Sources • Consultants (Elance, etc.) • Content Agencies (Brafton, Text Brokers, Ezdia, etc.) • A Friend
  18. 18. UX • Mobile • Non-responsive design • Page load time (across different devices) • Server errors • Poor navigation • Rich Snippets! (Authorship mark-up, etc.) • Bad copy (CONTENT!!!)
  19. 19. SEO is everyone’s role • Design • Copywriting • Onsite • Relationship • Social • Your uncle Marty!