SEO in 2013: Major Algorithm Changes and What They Mean for Businesses

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A review of the main algorithm changes made by Google in 2013, the impact and things to consider for online search visibility and traffic.

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  • Again, strong competitive notes are focusing on Canadian data, do we need a US-focused variation?
  • Again, strong competitive notes are focusing on Canadian data, do we need a US-focused variation?
  • Again, strong competitive notes are focusing on Canadian data, do we need a US-focused variation?
  • Again, strong competitive notes are focusing on Canadian data, do we need a US-focused variation?
  • SEO in 2013: Major Algorithm Changes and What They Mean for Businesses

    1. 1. Search Engine Optimization REVIEW OF 2013 ALGORITHM CHANGES
    2. 2. SEARCH ENGINE MARKET SHARE Google still largely dominates in Canada 88% 7% 4.8 billion 4% Canadian Google Searches are performed each month Other 1% Source: Netmarketshare.com – January 2013 2
    3. 3. Google Year in Review Panda Dance – 06/11 Hummingbird – 08/20 Penguin 2.0 – 05/22 JUL Multi-Week – 06/27 Panda #25 – 03/14 Panda Recovery – 07/18 Knowledge Graph Exp – 07/19 SEP / OCT Domain Crowding – 05/21 AUG MAY In-depth Articles – 08/06 MAR JAN Payday Loan – 06/11 JUN Phantom – 05/9 Panda #24 – 01/22 Secure Search – 09/26 Penguin 2.1 – 10/04
    4. 4. PENGUIN 2.0 ADDRESSING THE PROBLEM OF POOR LINK BUILDING 1 Impact on Your Site 2 How to Recover This requires understanding and cleaning up A deeper dive into websites to look for spam – analyzing internal pages as opposed to just the homepage. If you participated in mass link building on low quality sites such as directories or blogs, your site rankings and reputation would be affected. your link profile. • • 67% REMOVE any offending links • 33% AUDIT your site link profile FOCUS on building great links Homepage Deeplinks 4
    5. 5. KNOWLEDGE GRAPH EXPANDED QUERIES WITH KG ENTRIES INCREASED BY 50% 1 Impact on Your Site Delivering results that include a broader range of topics based on contextual meanings for any given search. “Switching from strings to things.”1 Can impact CTR depending on the panel results presented. Users may not need to click through to a site. 2 How to Respond Assess your brand – do you appear in the Knowledge Graph results? If not – 4 key elements to work on: • • CONTENT • source: Ben Gomes, Google KEYWORDS • 1 THIRD PARTY SITES SCHEMA.ORG 5
    6. 6. HUMMINGBIRD SMARTER SEARCH RESULTS FOR THE SAVVY SEARCHER 1 Impact on Your Site Moving away from interpretation of “typed searches” to understanding searches more conversational in nature. How you produce, optimize and promote on-site content will be impacted. 2 How to Respond Revisit your existing content strategy and be intuned with your target audience. • MOBILE is important • LOSE the marketing jargon • ENHANCE existing content 6
    7. 7. SECURE SEARCH ORGANIC KEYWORD REFERRAL DATA NO LONGER PROVIDED 1 Impact on Your Site Your analytics will no longer show which keywords are driving organic traffic from Google. None, but you need to look at new metrics to measure progress of seo efforts. 2 How to Recover Reclaim this insight from other tools and/or analyze page-level referrer data. • WEBMASTER tools • • ADWORDS data HISTORICAL query data 7

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