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Predicting Google's Next Algorithm Change
The document discusses Google's algorithm changes and emphasizes the importance of quality content and SEO strategies for better online visibility. It outlines recent updates like 'Caffeine,' 'Panda,' and 'Penguin,' which target low-quality content and poor optimization tactics. The document also highlights the necessity of mobile optimization and author rank in enhancing search results.
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Predicting Google's Next Algorithm Change
- 1. Predicting Google's NextAlgorithm Change Alex Dunks Senior SEO Analyst Manager, Business Development Webmarketing123 @webmarketing123 #123webinar
- 2. Digital Marketing Agencyspecializing in SEO / PPC / Social Media / Website Design Since 2004, we’ve employed a metrics-based approach to converting online visibility into measurable business results. 2012 WE’RE ONE OF THE FASTEST GROWING PRIVATE U.S. COMPANIES @webmarketing123 #123webinar
- 3. Some Practical Matters Yes! Just email Are the slides available? seo@webmarketing123.com Tweet today’s event using #123webinar @webmarketing123 facebook.com/webmarketing123 Stay informed by following us. webmarketing123 Ready to take the next step with us? Request a Complimentary SEO Assessment Today. @webmarketing123 #123webinar
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- 5. Agenda 1 Recent Algorithm Updates And the case for content creation 2 On-Page: Content Quality & Diversity Plan well before your start building 3 Off-Page: Link Diversity Be the most popular kid in class 4 Author Rank Google will be asking for your credentials and references @webmarketing123 #123webinar
- 6. Consumers rely onSearch to research products & services 4 Billion Searches Every Day @webmarketing123 #123webinar
- 7. Google's reputation isat stake every time a user searches 500 Algorithm Updates each year www.seomoz.org/google-algorithm-change When’s the last time you updated your SEO strategy? @webmarketing123 #123webinar
- 8. Some Recent Highlights "Caffeine" Update allowed for near instant indexing, to feed the hunger for real time information. "Farmer" & "Panda" struck at content scrapers & other poor quality websites where paid links are often placed. "Penguin" struck at shoddy and short-cut optimization tactics. @webmarketing123 #123webinar
- 9. The Algorithm recognizesthe look & feel of a high quality website Manual (human) rating of websites + Machine Learning = Artificially Intelligent Search Results @webmarketing123 #123webinar
- 10. Google doesn't ranksites. It ranks pages. Every page must assert its relevance for a particular search term. @webmarketing123 #123webinar
- 11. Stop trying togame the system. Start producing the content that your users are looking for. @webmarketing123 #123webinar
- 12. 70% B2B buyers are moving 60-70% of the way through the sales funnel before they engage directly with sales reps. Is your website robust enough to function as a virtual sales force? @webmarketing123 #123webinar
- 13. Content: You need itto preserve or improve your search rankings. You need it to address today's "self-educating" prospects. But first you need a plan. @webmarketing123 #123webinar
- 14. Make a Plan KeywordSelection @webmarketing123 #123webinar
- 15. Agenda 1 Recent Algorithm Updates And the case for content creation 2 On-Page: Content Quality & Diversity Plan well before your start building 3 Off-Page: Link Diversity Be the most popular kid in class 4 Author Rank Google will be asking for your credentials and references @webmarketing123 #123webinar
- 16. Make a Plan KeywordSelection Keyword Mapping @webmarketing123 #123webinar
- 17. Make a Plan ContentGuidelines @webmarketing123 #123webinar
- 18. Content Mapping Document @webmarketing123 #123webinar
- 19. Content Silos Consider your site’s thematic structure • Thematically Group Pages Mobile Around Keywords SMB Enterprise • Link Pages Within The Same Groups To Further Strengthen Theme of Website SMB Enterprise Mobile • Search Engine Spiders Can See a Theme Across Your Site That Makes Sense Other Relevant Internal Pages @webmarketing123 #123webinar
- 20. Use Canonical Tagsto differentiate pages with similar content. “Google, of all these pages with identical content, this page is the most useful. Please prioritize it in search results.” @webmarketing123 #123webinar
- 21. Agenda 1 Recent Algorithm Updates And the case for content creation 2 On-Page: Content Quality & Diversity Plan well before your start building 3 Off-Page: Link Diversity Be the most popular kid in class 4 Author Rank Google will be asking for your credentials and references @webmarketing123 #123webinar
- 22. SEO has twoparts: Your Website Links Pointing to Your Website Page Title, URLs, Keywords, Relevant Industry Directories, Top Level Content, Internal Links... Directories (Yahoo, etc), Forums, Blogs, Article Syndication, Press Releases... @webmarketing123 #123webinar
- 23. Link Strategy Content is the fuel that powers a link building strategy @webmarketing123 #123webinar
- 24. Success Requires DiversifiedContent & Links Relevant Industry Video Directories Guest Blog Posts Press Releases & Media Coverage Content Syndication Online Forums (Quora, Social Media etc.) Profiles @webmarketing123 #123webinar
- 25. SEO Value ofVideo An indexed video stands a 50X chance of ranking on first results page than any textual page. (Forrester Research) And a 41% higher click-through rate than a plain text ad. (ReelSEO) @webmarketing123 #123webinar
- 26. Transcription and IntegratedForms MobilityCentral | simple, powerful mobility management @webmarketing123 #123webinar
- 27. Agenda 1 Recent Algorithm Updates And the case for content creation 2 On-Page: Content Quality & Diversity Plan well before your start building 3 Off-Page: Link Diversity Be the most popular kid in class 4 Author Rank Google will be asking for your credentials and references @webmarketing123 #123webinar
- 28. Author Rank Google givespreference to content published by authenticated and established authors. Use “Rel=Author” tag to denote author @webmarketing123 #123webinar
- 29. Establish Your AuthorRank An hour’s work will open doors… plus.google.com/Authorship @webmarketing123 #123webinar
- 30. Other ways toBoost Your Author Rank Answering questions on Quora can surface you in Bing's Social Sidebar An author’s Klout score & # of Twitter/G+ followers matter @webmarketing123 #123webinar
- 31. How are Mobile& Voice Search impacting SEO? Search results on mobile devices favor websites that are optimized for mobile. Load times and usability are key. http://goo.gl/foKMt Small screens and voice search intensify the “winner-take all” trend: 2/3 of clicks go to the top 3 results. @webmarketing123 #123webinar
- 32. WE ARE EXPERTSAT BUILDING TOP LINE REVENUE GROWTH FOR GLOBAL ENTERPRISES WITH TARGETED, COST-EFFECTIVE DIGITAL MARKETING @webmarketing123 #123webinar
- 33. Thank you! Weinvite you to: Download the 2012 State of Digital Marketing Report Available on our homepage - webmarketing123.com Get a Consultation Talk to a digital marketing expert about your: Attract more quality prospects SEO/PPC/Social Media Marketing Improve organic search rankings Measurement/Analytics Approach Convert more leads Lead Gen Effectiveness Request a Consultation – seo@webmarketing123 Connect with me – mike.t@webmarketing123.com @webmarketing123 #123webinar
- 34. Supplementary Slides @webmarketing123 #123webinar
- 35.
- 36. How do SocialSignals affect Search Results? @webmarketing123 #123webinar
- 37. Live Site Analyses: DoesGoogle Your Website? @webmarketing123 #123webinar
Editor's Notes
- #3 Client logos
- #5 It’s funny, but it also reflects an outdated view of what search engine optimization is- that stuffing a list of synonyms onto your website could improve your rankings on all of them.
- #9 Google Panda was built through an algorithm update that used artificial intelligence in a more sophisticated and scalable way than previously possible. Human quality testers rated thousands of websites based on measures of quality, including design, trustworthiness, speed and whether or not they would return to the website. Google's new Panda machine-learning algorithm, made possible by and named after engineer Navneet Panda, was then used to look for similarities between websites people found to be high quality and low quality.
- #10 How? Content.
- #23 We’re looking at different types of links and a systematic approach to building them. But all of this depends on generating that keyword rich content that we discussed in the last section.
- #30 Google has a program called “Authorship” that involves authentication via a Google+ page and a dedicated author page on your website.
- #34 Join us for next week’s webinar about the SEO and Conversion Value of Video
- #35 This is a report undertaken by our friends at SEOmoz some months back, averaging the predictions of many of our peer organizations.
- #37 Before getting knee-deep in all the features Analytics offers, let’s remind ourselves of our over-arching intention. Our goal with Analytics to be able to draw a straight line from the many search queries that are relevant to my company, to know how many of those searchers we acquired, whether through organic, paid search, social media or other kinds of referral traffic, and then measuring the desired visitor behaviors and outcomes that happen on your website. Don’t get sidetracked with absolute numbers of visitors, clicks, social followers, pageviews or time on site. Once you are able to decide what are most essential elements to measure, create custom dashboards to display that information, and share that dashboard to members of various teams.