Topic: 9 Recent Changes to the Search Results Key Takeaways: Keep up to date with Google’s changes Discover how social signals are being built into search engine algorithms Learn how to protect your site against Panda & Penguin updates

1. 7 changes to Google’s search results
And how they affect you
@JustinDeaville
//9

3. However...We have a
problem!

4. Cost of acquiring traffic is increasing
Source: WordWatch

5. SEO competition is getting tougher

6. The internet is becoming less open

7. More marketing media

8. buy tea online

9. Pay per click
(PPC) ads
More
PPC ads
appear
here
PPC
ads
buy tea online

10. 6% click here ...
or here.
Or
here
buy tea online

11. Organic
results:
buy tea online
Organic
results:

12. 30-40% click on 1st result
Organic
results:

13. 40%
1st
2nd
3rd
4th

14. 40%
12%
9%
1st
2nd
3rd
6%
4th

15. 1st page
clicks?

16. 90%*
* Percentages will vary
by keyword

17. 1st position
10th position

18. 1,400%
1st position
10th position

19. Google Instant
1

20. Google Instant

21. Google Instant

22. Google Instant: so what?
What does this mean for digital marketers?

23. Google Instant: so what?
• Focus on top spot

24. Google Autocomplete
2

25. Google Autocomplete

26. Google Autocomplete

27. Google Autocomplete: so what?
• Target Google’s suggestions
• Use Ubersuggest.org

28. Google Autocomplete: so what?
• Are you ranking for your brand terms?

30. Personalised search
3

34. Google Instant

35. PersonalizedIncognito result

36. Personalised search
What does this mean
for digital marketers?

41. Rich snippets

42. More on rich snippets
bit.ly/snippets-guide

43. Personalised search:
social signals4

46. Social signals are like votes

47. Personalised search: so what?
• Get active on social media

48. Google services

49. Google’s Panda updates
5

50. Panda “is designed to reduce
rankings for low quality sites”.
Matt Cutts, Google’s head of web spam
Panda’s objective

51. Google Panda
Too many ads goes here
Ads here
Ads here Ads
here

52. What causes a Panda penalty?
• Low amount of original content
• High bounce rates
• Low visit times
• Low return rates

53. How to avoid a Panda slap
• Create unique accessible content

54. Penguin
6

55. Don’t stuff keywords into your copy

56. Don’t build spammy links
• Directory links
• Automated links
• Paid links
• Link networks
• Footer links

57. A horrible graph

58. How to recover from Penguin
• Link review

59. How to recover from Penguin
• Link review
• Link removal

60. How to recover from Penguin
• Link review
• Link removal
• Disavow

61. A less horrible graph

62. More on Penguin recovery
bit.ly/get-ranking

63. Venice
7

64. Location matters

66. Venice: local content is crucial

67. Change your location

69. Venice: International SEO
 Site structure
 Location
 Language

70. Google NCR*
US: google.com/ncr
Australia: google.com.au/ncr
*NCR stands for ‘No Country Redirect’
India: google.co.in/ncr
South Africa: google.co.za/ncr
UK: google.co.uk/ncr

71. Not provided
8

72. John Wanamaker
“Half the money I spend on
advertising is wasted ...

73. John Wanamaker
“Half the money I spend on
advertising is wasted ...
The trouble is, I don't know
which half.”

74. Increase in (not provided) traffic

75. Not provided - not fussed
• Integrated approach
• Monitor landing pages, not keywords
• Call tracking

76. Hummingbird
9

77. Hummingbird: conversational results

78. Conversational results
• Before: calorielab.com
• After: www.pizzahut.com/nutritionpizza.html
Northern Trust

79. Market
Research
Plan Site
Structure &
Navigation
Create &
Optimise
Content
Build Links &
Promote the
Brand
Monitor
Measure
Analyse

80. Is content indexed and accessible?
Northern Trust

81. Is content relevant?

82. From click to conversion
↓ Search results
↓ Landing page
↓ Conversion

83. Northern Trust

84. Northern Trust

85. Northern Trust

86. 3 C’s of an integrated approach
 Coherent
 Consistent
 Creative

87. Any questions