This presentation was done by Raaj Paatkar at Mumbai SEO & SMM Meetup on March 30, 2014. It covers SEO strategies to rank in Google in face of punishing Google updates like Panda, Penguin and Hummingbird.

2. New SEO Strategies for 2014
• What has changed in Google? Why?
• What works in 2014?
• What doesn’t work?
• Tools to aid SEO efforts in 2014

3. Search Engine Manipulation|
in the Past (Keyword Stuffing)

4. Keyword Stuffing - Spamming

5. SEO in Early Days of Google
• On Page SEO
(Keyword Stuffing)
• Off Page SEO
(Links from other Websites to our
website. PageRank played major role)
• (Link Exchange, Directory Submission)

6. Ranking Algorithm of Modern
Search Engines

7. SE Ranking Factors Simplified
• On Page SEO
(Text Content of Webpages)
• Off Page SEO
(Links from other Websites to our website.
PageRank, TrustRank plays role)
• Social Signals
(Social Shares, Likes, Comments etc from
Social Media Sites )

8. Impact of Recent
Google Updates

9. Panda, Penguin, Hummingbird ….
Google Algorithm Updates

12. Google Panda
• Google Panda is a change to Google's
search results ranking algorithm that
was first released in February 2011.
• The change aimed to lower the rank of
low-quality sites, thin sites and
content farms, and return higher-
quality sites near the top of the search
results.

13. What Google Panda Targets?
• Design and User Experience
• Content Quality
• Website Usage Metrics (Bounce
Rate, Time spent on Site etc)
• Panda Update affected Rankings of
Entire Site

14. Surviving Google Panda
• Fast loading Website
• Improve Website Design - Usability
• Reduce Bounce Rate by Removing
Duplicate pages
• Identify thin content and fix it by
adding text content, pictures and
videos

15. Surviving Google Panda
• Get rid of Unintentional Duplicate
Content (Categories, Tags, Archives,
WWW and non-WWW)
• Install Integrated Blog on Your
Domain

16. What Kind of Content Does
Google Panda Like?
• Relevant (On the topic)
• Unique (Original)
• Useful (Offering Value to the reader)
• Engaging (Bounce Rate & Time Spent )
• Fresh (Regularly updated)
• Accurate - No deceiving text content
• No Automated Content, Hidden Text

17. Tools to Combat
Google Panda
• Google Search Operators (site, intitle,
inurl)
• Screaming Frog SEO Spider Tool
(Finds duplicate content on all indexed
pages)
• Plagspotter.com Copyscape.com
(Internal & External Duplicate Content )
• DupeFree Pro (Aids in writing unique
content)
• Google Page Speed Test Tool

19. Google Penguin
• Google Penguin is a change to
Google's search results ranking
algorithm that was first released in April
2012.
• The change aimed to lower the rank of
web sites that went for Web Spam and
Unnatural link schemes (artificial link
building).

20. What is Web Spam?
• Over Optimized Exact Match Anchor
Text
• Overuse of Exact Match Domains
• Low Quality Article Marketing / Blog
Networks, Comment Spam
• Keyword Stuffing in Backlinks
• Links from Irrelevant Websites
• Links from low quality Websites

21. What Kind of Links Does
Google Penguin Like?
• From Relevant Sites (On the topic)
• Natural (Varied Anchor Text)
• High PageRank Websites (Links
from authority websites)
• No anchor text spamming
• No links from blog networks

22. Surviving Google Penguin /
Negative SEO
• Analyze your Backlink Profile
• Identify Bad Links
• Get Bad / Low Quality Links Removed
• Vary anchor text (long tail, url, click here)
• Wait and Disavow bad links using Google
Disavow Webmaster Tool
• Submit Reconsideration Request to
Google
• Build only High Quality Links, Maintain
Link Velocity and Review Periodically

23. Tools to Combat
Google Penguin
• Backlink Research Tools
• Google and Bing Webmaster Tools
• MajesticSEO, Ahrefs.com
• Moz.com/tools
• LinkDetox (Identifies bad links)
• Panguin - http://www.barracuda-
digital.co.uk/panguin-tool/
• These tools also help in Competitve
Backlink Analysis

25. Google Hummingbird
• Google Hummingbird is a change to
Google's search results ranking
algorithm that was first released in
September 2013.
• The change is designed to better focus
on the meaning behind the words and
yield better search results. Targets
mobile search.

26. Surviving Google
Hummingbird
• Responsive Website Design (Mobile
Friendly)
• Incorporating LSI Content
• Incorporating Content in form of
Questions and Answers (
Conversational Search)

27. Other Techniques
• Use interactive content (Quizes)
• Incorporate Structured Data, Rich
Snippets (schema.org)
• User Generated Content like Reviews
• Build Citations (NAP) – e.g. Yelp
• Build Keyword Rich Custom Pages

28. Conclusion
• Basic SEO still works
• SEO is expanding and overlapping with
Content Marketing and Social Media
Marketing
• Google is trying to shut down Linkbuilding but
they reward Link Earning (Natural Links)
• Google is looking at user interactions on your
website – need to improve user experience
• Social Signals will play important role in SEO