2. The Familiar (or Unimportant)
Spam filters:
• Pirate
• Removes sites from SERPs that host or feature pirated or otherwise unlicensed content
• Payday
• Weeds out sites that use spammy targeting
• Top Heavy
• Penalizes sites that provide a poor user experience due to intrusive or excessive ad placement
• Mobile Friendly
• Gives preferable positioning to sites that are optimized for mobile viewing

3. Page Rank
What is it?
• First and only algorithm employed by Google at launch
• Measures quantity and quality of inbound links
• Recursive application

4. Penguin
FISHING FOR BAD LINKS

5. Penguin
What is it?
• Inverse of Page Rank
• Penalizes black hat link building practices
• Strictly involved with spam filtering
• Site-wide evaluation
Recovery
• Check with Moz
(https://moz.com/researchtools/ose/)
• Use disavow tool
• Track refreshes and updates

6. Pigeon
RIGHT IN YOUR OWN BACKYARD

7. Pigeon
What is it?
• Prioritizes local results for certain queries
• Uses factors such as location and distance
from
• Associates synonymous terms
• Intelligently overrides query specifications
• More recognition to local sources of
information
Targeting
• Uses parameters that you cannot influence
• Get listed and optimize listings
• Use locally focused content strategy
• Engage on social media

8. Hummingbird
KEEPING UP WITH THE BUZZ

9. Hummingbird
What is it?
• Not an individual part of Google’s algorithm
• Attempt to better understand query intent
• “Semantic search”
• Cannot specifically target

10. Rank Brain
THE INEVITABLE END OF US ALL

11. Rank Brain
What is it?
• Basically Skynet
• Closely tied to Hummingbird
• Used to predict and interpret future requests
• Machine-learning system
• Does not learn in real-time
• Analyzes historical searches and post-search behavior
• Association of long-tail queries

12. Takeaways
Top 3 Factors (according to Google):
• Links & Content tied
• Rank Brain
For our clients that means:
• Continued focus on quality content
• Listings setup and audits
• Focused social media and email efforts
• Link building