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Panda, Penguin, Rabid CPC’s: The Zookeeper’s Guide to Search Marketing 2013
The document outlines key factors influencing search rankings, emphasizing the importance of high-quality content, social signals, and unique page content. It discusses updates from Google, including Panda and Penguin, highlighting their impact on content quality and link integrity. Additionally, it provides insights into SEO best practices, on-page optimization, and new trends in PPC advertising.
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Panda, Penguin, Rabid CPC’s: The Zookeeper’s Guide to Search Marketing 2013
- 1. ISA Marketing &Sales Summit Panda, Penguin, Rabid PPC’s: The Zookeepers Guide to Search Marketing 2013 September 12, 2013 Shari L.S. Worthington Telesian Technology
- 3. Refocus on ValueProposition
- 4. What Factors Correlatewith Higher Search Rankings • Searchmetrics 2013 –Keyword domains and keyword links have lost relevance –Brands are the exception to many rules –Social signals correlate very well with better rankings –Good content is always important –Number of backlinks remains immensely important –On page technology remains a core basic
- 5. What Factors Correlatewith Higher Search Rankings
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- 8. Google’s Universal Search ReallyLikes Videos
- 9. +1’s = SearchRank? If you make compelling content, people will link to it, like it, share it on Facebook, +1 it, etc. But that doesn't mean that Google is using those signals in our ranking. Rather than chasing +1s of content, your time is much better spent making great content. -- Matt Cutts, Google Sr Engineer, Search
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- 11. Google’s Algorithms Rulethe Web • Panda Update –Major update February 24, 2011 –Update rolls out over 10 days every month –Focus on higher quality content for individual searcher •Reduce rank of poor quality sites •Increase rank of high quality sites –Block unwanted domains
- 12. rel=“canonical” • Goal: 80%unique content per page • Canonical pages are preferred version of a set of pages with highly similar content • Refer to one master, such as product families with dupe spec tables • Add rel=“canonical” to header of non-canonical HTML pages
- 13. Be Careful withPress Releases
- 14. Page Rank vsAuthor Rank • Indicates credibility of page/post author • Will be used to make Page Rank more accurate • rel=“author” • "Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance.” – Eric Schmidt, Chairman, Google
- 16. Content Rules • Aimfor 80%+ unique content per page • Queries with Knowledge Graph entries up significantly
- 17. What Gets aSite in Trouble? • High bounce rate on page or site • Low visit times on page or site • Low % of users returning to a site • Low click-through % from Google SERPs • High % of boilerplate content on each page • Low or no quality inbound links to a page or site • Low or no mentions to a page or site in social media
- 18. Google’s Algorithms Rulethe Web • Penguin Update (April 2012) –Importance of incoming links –Penguin no-no’s •Paid text links using exact match anchor text •Comment spam •Guest posts on questionable sites •Article marketing sites •Links from dangerous sites
- 19. SEO: On-Page Optimization •Keyword should be 1st word in page title • Create engaging meta descriptions to increase CTRs • Bing now penalizes keyword tags!!! • Use rel=“canonical” to avoid duplicate pages • Embed rich snippets
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- 24. SEO: On-Page Optimization •Repeat keyword a few times, use naturally • Use keyword variations • Use graphic/image/photos on important keyword- targeted pages with alt attributes of img tag • Use keyword in image file name • Keep important pages close to top of hierarchy • Use intra-site linking
- 25. SEO: Where toStart • Google Webmaster Tools account • Use www. domain so turned into link everywhere • No duplicate content, lots of cross-linking within site • No dynamic URLs • Include keywords in –TITLES, content headers –URLs, files names –Link text, no “click here”
- 26. Are Searchers UsingOnline Ads? • Banner blindness to display ads, top and right
- 27. Text Ads? • Yes,per 77% of users in Google eye-tracking study at WPI • When ads are present, fewer results are viewed: 6 with ads, 9 without • 9% clicked on PPCs
- 28. PPC: What’s New? •Google: New Exact & Phrase matching –Includes plurals, misspellings, close variants –“Rotate Evenly” (for ad testing) will stop rotating after 30 days –Mobile-specific ads get top ranking for searches on mobile devices •5-10% of industrial users are mobile, constantly increasing •Mobile ads + mobile landing pages •Web site: Responsive Design
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- 31. PPC: What’s New •Major upgrade July 2013 –Enhanced campaigns: multi-device focus –Auction insights
- 33. Google Analytics Update •Integrated access to both search and AdWords analytics via Webmaster Tools
- 34. PPC: What’s New •New B2B Supplier Program –Google Shopping for Suppliers
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- 42. Questions? Shari L.S. Worthington sharilee@telesian.com @sharilee@telesian http://www.linkedin.com/in/sharilee http://blog.telesian.com Cell: 508-397-6345 Thank you!