The document discusses 10 examples of bad SEO decisions that can negatively impact a website's organic search performance on Google. It provides case studies on issues like not following Google's guidelines, failing to keep website promises, poor product offerings compared to competitors, ignoring user behavior trends, blocking Google's crawler bot, using new domain names and site structures without redirects, having an unoptimized mobile site, and redesigning a site without 301 redirects for old URLs. The overall message is that SEOs must avoid common mistakes and focus on creating great content to maintain positive search trends over time.

1. 10 examples of how bad SEO decisions
can kill your upwards trend on Google
THE TREND IS
YOUR FRIEND
by Juan González

2. The Trend is Your Friend
by Juan González

3. The Trend is Your Friend
by Juan González

4. The Trend is Your Friend
by Juan González
YOU

5. The Trend is Your Friend
by Juan González
Your
Competitors
YOU

6. The Trend is Your Friend
by Juan González
Customers
Your
Competitors
YOU

7. The Trend is Your Friend
by Juan González
Market-
place
Customers
Your
Competitors
YOU

8. The Trend is Your Friend
by Juan González
Market
Market-
place
Customers
Your
Competitors
YOU

9. The Trend is Your Friend
by Juan González
Customers
Your
Competitors
YOU
Market-
place
Market

10. The Trend is Your Friend
by Juan González
Market-
place
Customers
Your
Competitors
YOU
Market

11. The Trend is Your Friend
by Juan González
Market-
place
Customers
Your
Competitors
YOU
Market

12. The Trend is Your Friend
by Juan González
Search Market
Google
Users
Your
Competitors
YOU

13. The Trend is Your Friend
by Juan González
Market
Market-
place
Customers
Your
Competitors
YOU

14. The Trend is Your Friend
by Juan González
Marketplace
Customers
Your
Competitors
YOU
Market-
place

15. The Trend is Your Friend
by Juan González
Marketplace
A marketplace is the space
in which a market operates.

16. The Trend is Your Friend
by Juan González
Marketplace
A marketplace is the space
in which a market operates.

17. The Trend is Your Friend
by Juan González
Marketplace
A marketplace is the space
in which a market operates.

18. The Trend is Your Friend
by Juan González
Marketplace
A marketplace is the space
in which a market operates.

19. The Trend is Your Friend
by Juan González
Marketplace
A marketplace is the space
in which a market operates.
You are helping the
Marketplace to achieve
their objectives.
✓

20. The Trend is Your Friend
by Juan González
Marketplace
A marketplace is the space
in which a market operates.
You neither keep your
promises nor accept
and respect the
Guidelines
✘

21. The Trend is Your Friend
by Juan González
1
You don’t accept and respect the Guidelines:
Manual Action
serenataflowers.com

22. The Trend is Your Friend
by Juan González
2
You don’t accept and respect the Guidelines:
Penguin Update
currency-converter.org.uk

23. The Trend is Your Friend
by Juan González
2
You don’t accept and respect the Guidelines:
Penguin Update
currency-converter.org.uk

24. The Trend is Your Friend
by Juan González
3 3ʳᵈ of 10 examples of how bad SEO decisions can kill your upwards trend on Google
You don’t keep your promises:
Panda Update
livescience.com

25. The Trend is Your Friend
by Juan González
3 3ʳᵈ of 10 examples of how bad SEO decisions can kill your upwards trend on Google
You don’t keep your promises:
Panda Update
livescience.com

26. The Trend is Your Friend
by Juan González
Market-
place
Customers
Your
Competitors
YOU
Competition

27. The Trend is Your Friend
by Juan González
Competition
Market-
place
Customers
Your
Competitors
YOU

28. The Trend is Your Friend
by Juan González
Competition
is the rivalry among sellers trying to
achieve such goals as
increasing profits, market share,
and sales volume
By varying the elements
of the marketing mix:
price, product, distribution,
and promotion

29. The Trend is Your Friend
by Juan González
Competition
is the rivalry among sellers trying to
achieve such goals as
increasing profits, market share,
and sales volume
By varying the elements
of the marketing mix:
price, product, distribution,
and promotion

30. Elements of the marketing mix: Product
The Trend is Your Friend
by Juan González
4
zappos.com

31. The Trend is Your Friend
by Juan González
4
zappos.com vs. nordstrom.com
Elements of the marketing mix: Product

32. The Trend is Your Friend
by Juan González
5
thesun.co.uk
Elements of the marketing mix: Product

33. The Trend is Your Friend
by Juan González
5
thesun.co.uk vs. mirror.co.uk
Elements of the marketing mix: Product

34. The Trend is Your Friend
by Juan González
Customer
Market-
place
Customers
Your
Competitors
YOU

35. The Trend is Your Friend
by Juan González
Customer
Market-
place
Customers
Your
Competitors
YOU

36. The Trend is Your Friend
by Juan González
Customer
is the recipient of goods, services,
a product or an idea, obtained
from a seller, vendor, or supplier
How consumers think, feel,
reason and select between
different alternatives

37. The Trend is Your Friend
by Juan González
Customer
is the recipient of goods, services,
a product or an idea, obtained
from a seller, vendor, or supplier
How consumers think, feel,
reason and select between
different alternatives

38. The Trend is Your Friend
by Juan González
How consumers think, feel,
reason and select between
different alternatives
Customer
is the recipient of goods, services,
a product or an idea, obtained
from a seller, vendor, or supplier

39. The Trend is Your Friend
by Juan González
6 User behavior: Demand (Zeitgeist)
rugbyworldcup.com
Rugby World Cup 2011
Rugby World Cup 2015

40. The Trend is Your Friend
by Juan González
6 User behavior: Demand (Zeitgeist)
rugbyworldcup.com
Rugby World Cup 2011
Rugby World Cup 2015

41. The Trend is Your Friend
by Juan González
Google
Users
Your
Competitors
YOU

42. The Trend is Your Friend
by Juan González

43. The Trend is Your Friend
by Juan González
7 Blocking Google-Bot from crawling the site
apple.com

44. The Trend is Your Friend
by Juan González
7 Blocking Google-Bot from crawling the site
apple.com

45. The Trend is Your Friend
by Juan González
8 New domain name & new site architecture
dunem-mill.com vs. dunelm.com

46. The Trend is Your Friend
by Juan González
8 New domain name & new site architecture
dunem-mill.com vs. dunelm.com
08.10.2012

47. The Trend is Your Friend
by Juan González
royal.gov.uk
9 Google Mobile: Not mobile-friendly

48. The Trend is Your Friend
by Juan González
etymonline.com
-70%
9 Google Mobile: Not mobile-friendly

49. The Trend is Your Friend
by Juan González
london.gov.uk
10 New web design without 301 redirects

50. The Trend is Your Friend
by Juan González
london.gov.uk /what-we-do/
/priorities/
10 New web design without 301 redirects

51. The Trend is Your Friend
by Juan González
london.gov.uk
1
>100
40
8
10 New web design without 301 redirects

52. The Trend is Your Friend
by Juan González
the new normal…
90% losses!
Merry Christmas!
Eeeeeeeeek!
changed from SaveYourself.ca
to PainScience.com
Google
Analytics
SISTRIX
data for both domains
data for both domains

53. The Trend is Your Friend
by Juan González

54. The Trend is Your Friend
by Juan González

55. It’s just a matter of perspective
- What Does Google Want?
- Does Organic CTR Impact SEO Rankings?
- Is SEO Actually All About Content Marketing?
The Trend is Your Friend
by Juan González

56. The Trend is Your Friend
by Juan González
The content has always been
the most important part

57. SEO is 50% avoiding mistakes
and 50% coming up with great ideas
The Trend is Your Friend
by Juan González

58. Danke!
Thank you!
The Trend is Your Friend
by Juan González