The document discusses Google's evolution of search and how to keep up with algorithm updates. It covers Google's Penguin and Panda algorithm updates from 2011 and 2012 which targeted low-quality content and unnatural links. It provides tips for site owners, including focusing on users, creating high-quality pages, building diverse natural links, and using social media like Google+ to influence search rankings. The document stresses the importance of continual updates to stay relevant in an ever-evolving search landscape.

1. MARCH OF THE PENGUINS AND PANDAS
GOOGLE’S EVOLUTION OF SEARCH AND WHAT YOU NEED TO KNOW
WHY?
HAPPY CUSTOMERS
@googledave

2. WHO IS GOGLE’S CUSTOMER? (Screen
shot Google followed by a big YOU
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3. WHY SHOULD IT BE EASY?
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4. GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER
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5. GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER
@googledave

6. GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER
@googledave

7. GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER
@googledave

8. GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER
@googledave

9. GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER
@googledave

10. GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER
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11. GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER
OVER 320
UPDATES IN 2012!
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13. GOOGLE HAVE A ‘JEDI’ COUNCIL
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15. ENTER THE PANDA : 23rd FEBUARY 2011
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16. HOW TO KEEP THE PANDA HAPPY
“you should evaluate all the content on your site
and do your best to improve the overall quality of
the pages on your domain. Removing low quality
pages or moving them to a different domain could
help your rankings for the higher quality content.”
@googledave

17. ANSWER GOOGLE’S 23 ‘QUALITY QUESTIONS’
Would you trust the
information presented in How much quality control
this article? is done on content?
Is this article written by an Does this article provide
expert or enthusiast who a complete or
knows the topic well, or is comprehensive
it more shallow in nature? description of the topic?
Are the articles
Does this article have short, unsubstantial, or
spelling, stylistic, or otherwise lacking in
factual errors? helpful specifics?
http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html
@googledave

18. HOW TO KEEP THE PANDA HAPPY
Check ‘user’ centric metrics that indicate ‘low quality’ content
• High bounce rates
• High exit rates
• Low page views
• Page load times
• Look at behavioral metrics and engagement times
Give users a great experience
• Page load times
• Continually look to improve speed and reduce clutter & friction
• Clear sign posting
• Use heat mapping
• Ask you customers for feedback
• Test and measure with CRO
@googledave

19. HOW TO KEEP THE PANDA HAPPY
How do you make ‘high quality’ pages
• Freshness of content – when did you last change yours?
• Don’t duplicate
• Hot topics, what are you customer talking about?
• Answer questions that you get asked by your customers
• Overcome objection questions
• Improve design and have content ‘above the fold’
Research what users want
• Keyword research – Google keyword tool
• Look at Google analytics, what themes of keywords are coming to
your site? What can questions can you answer?
• What are you customers talking about through social media?
• Use Google Auto-suggest for idea’s
• Survey your customers
@googledave

20. ENTER THE PENGUIN : APRIL 24th 2012
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21. GOOGLE SUMMONS
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22. APRIL 24th 2012 THE PENGUIN LANDED
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23. WHAT DID PENGUIN LOOK AT?
On page ‘over’ optimisation
• Spammy activity
• Unnatural internal links
Off page SEO – link building
• Unnatural link profiles
• Keyword focused anchor text – what do the links say?
• Diversity – where do you’re links come from?
• Pace of link acquisition – how fast is it happening?
• Social mentions – think word of mouth marketing
@googledave

24. WHAT TO DO TO KEEP THE PENGUIN HAPPY
Focus on your users
• How often do you look at Google Analytics?
• Monitor and manage behavioral metrics
• Reduce clutter, friction
• On site survey – voice of the customer
Make what you say make sense
• Read your content out loud – does it make sense?
• Don’t keyword stuff – ancient practice
• Make content unique and useful – don’t duplicate
Off page SEO – link building
• Keep an eye on webmaster tools
• Diverse keywords, build brand, locations targets, semantics
• Embrace social media channels and Google+ (WOM)
• Content marketing strategy
@googledave

25. SO MANY UPDATES SO LITTLE TIME
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26. SEARCH, SOCIAL AND CONTENT MARKETING
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28. GOOGLE PLUS IS SOCIAL & INFLUENCES SEO
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29. GOOGLE PLUS WHY YOU MUST USE IT
Get your content read and ranking faster
• Faster indexing of your content
• Extended circles, means you influence
your followers and theirs
Authorship Tag = Identity
• Have you set yours up?
AuthorRank is coming!
• How authoritive are you?
• Share-ability of author content
• Number of people in your circles and
how many you are in
• Engagement levels of your content
• Be prepared
@googledave

31. HIGHLIGHTING AUTHORS
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32. AUTHORSHIP AND ROMANCING THE CLICK
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33. FUTURE PROOFING YOUR SEARCH ACTIVITY
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34. DON’T GIVE IN TO THE DARKSIDE!
Be a Mogwai, not a gremlin (IMAGE)
• Black hat, white hat
• Make like a hedgehog not a fox (Jim Collins – Good to great)
• ‘high quality’
• Opportunities to improve low occupancy periods
@googledave

37. QUESTIONS AND ANSWERS
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