3. Evolution!
Communication mediums are always evolving.!
!
We see it everyday with computers, cell phones,
television, and the internet.!
*Picture Source: yaddablog.com
6. Google Updates!
!
!
!
“…Google has introduced 550 improvements to the
search algorithm in the past year [2009] alone.” !
!
-Udi Manber, Google!
!
!
7. A Shift in the Landscape!
Google makes hundreds of algorithmic updates a
year. Many are small tweaks, but some result in
major industry shifts.!
!
!
8. First Hint: May Day, 2010!
• Algorithmic change
aimed to assess the
best websites for
long tail queries!
!
• Primarily affects
Queries impacted by May Day
sites with sub
pages that have low
value or duplicate
content!
• Also penalizes low
quality links!
!
9. Next Up: Farmer Update!
“…update is designed to reduce rankings for low-quality
sites—sites which are low-value add for users, copy
content from other websites or sites that are just not
! ! !very useful.”!
! ! -The Official Google Blog, 2/24/2011!
!
• Impacted 12% of all U.S. Google
search results!
• Aimed to reduce rankings of content
farms!
!
!
!
!
10. Panda Update !
April 11th 2011:!
!
• Google rolls out “Farmer”
update, now named “Panda
Update”, globally to all
English-language users!
• Impacts additional 2% of
U.S. searches !
!
12. No More Content Spam!
Content spam is just like link spam. Quality content is
the only content Google notices.!
!
“As ʻpure webspamʼ has decreased over time, attention has shifted instead to
ʻcontent farms,ʼ which are sites with shallow or low-quality content.”!
-Official Google Blog, 01/21/2011!
14. Better Distribution Methods!
Content must be pushed to highly relevant respected media
outlets. For example, industry publications and blogs help much
more than sites like ezinearticles.com.!
!
!
!
15. Consequences of Not Evolving!
Site strength and trust
decrease!
Rankings drop!
Other Google penalties
implemented!
De-Listing!
18. !
Create a PR Strategy!
!
• Holding events and generating news thatʼs compelling to
! your target audience!
• Optimizing press releases for digital
engagement!
• Pushing press releases through
appropriate distribution channels to
maximize target audience reach !
19. Develop Thought Leadership!
! • Establish your brand as the authority of the industry
by composing thought-provoking articles, blog
! posts, and guest author appearances!
!!
20. Integrate Social Media!
! • Utilize social media outlets to interact with your
target audience on a different level!
• ! Build brand loyalty, trust, and awareness, or use as
! a customer service platform!
• Moreover, incorporate social media into your
integrated marketing mix to ensure brand resonance !
21. To Summarize!
! • When SEO is consistent with your brand strategy
and long-term business goals, you can coevolve
! with search engines.!
!
• Focus on making your customers and site visitors
happy, and the search engine robots will follow.!
!
• Technical knowledge is still a must for a successful
SEO campaign, but itʼs no longer the whole show.
Public relations, social media, and a mix of content
all have a large part to play.!
22. Questions?!
www.NeboWeb.com!
404.885.1201!
www.facebook.com/neboweb!
Follow us at @neboweb!
!