Snuffleupagus, Godzilla, and the Future of Search Success

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Google reshuffled the deck with Search Plus Your World days before my SMX Israel presentation on the future of search. What Plus and Panda tell us about how Google sees the future of search.

Technology Spiritual

Gil Reich (@GilR)
Managing Greatness
GODZILLA, SNUFFLEUPAGUS, AND
THE FUTURE OF SEARCH SUCCESS

PLUS, PANDA & BEYOND

Most Radical Transformation
Ever (?)

Google can make major changes tomorrow. But their general direction seems clear.

Gil Reich, Managing Greatness. @GilR

It’s easier to detect social spam than link spam ~@VanessaFox
Gil Reich, Managing Greatness. @GilR

Snuffy or Godzilla?

Google sees itself as Snuffleupagus; its critics see it as Godzilla ~@JeffJarvis
Gil Reich, Managing Greatness. @GilR

2001: The Australia Strategy

Gil Reich, Managing Greatness. @GilR

2012: Nowhere to Hide

Gil Reich, Managing Greatness. @GilR

Not Your Mother’s SERPs

What people once called search and SEO are dead. Search will increasingly
involve social, local, personalization, video, etc.
Gil Reich, Managing Greatness. @GilR

Quality & Spam

The people are represented by two separate yet equally important groups.
Gil Reich, Managing Greatness. @GilR

The Thin Content Problem

Amit: We got a lot of good fresh content, and
some not so good.

Matt: It was like, “What’s the bare minimum
that I can do that’s not spam?” It sort of fell
between our respective groups.

Gil Reich, Managing Greatness. @GilR

The Hole in Google’s Defense

Gil Reich, Managing Greatness. @GilR

Google’s Blind Spot (BP)

 Pages:
 Mass produced
 Highly targeted
 Not spam
 Sites:
 Trusted

Gil Reich, Managing Greatness. @GilR

Penalty and Ranking Factor

 Site-wide (like a Penalty)
 Ranking Factor (like incoming links …)
 Updated Infrequently (like PageRank)

It’s a floor wax and a dessert topping! ~Chevy Chase
Gil Reich, Managing Greatness. @GilR

Penalties: Before & After
Before After

Gil Reich, Managing Greatness. @GilR

Panda vs Demand Media

Gil Reich, Managing Greatness. @GilR

Document Classifier

IRS
Scrapers
Wikipedia
Thin Content
New York Times

Gil Reich, Managing Greatness. @GilR

Pogo-Sticking
… the number of times that other
search results are selected after a
particular search result is
selected … may be used to
improve search result ranking …
--Yahoo! Patent

Gil Reich, Managing Greatness. @GilR

Pogo Sticking

Gil Reich, Managing Greatness. @GilR

It’s too hard now to fake a natural footprint well enough to fool Google ~@GregBoser

Gil Reich, Managing Greatness. @GilR

Don’t Rank Where You Can’t
Deliver

Gil Reich, Managing Greatness. @GilR

Fix or Kill Your Worst Pages

Gil Reich, Managing Greatness. @GilR

Link Out

Better the user find the right site from you than by asking Google again.
Gil Reich, Managing Greatness. @GilR

Get Social

In May 2010 I said that we weren’t using Social Signals. Now we are. ~@MattCutts
Gil Reich, Managing Greatness. @GilR

SEO = Web Strategy

The job of SEO has been upgraded from
SEO to web strategist. Virtually
everything you do on the Internet with
your website can impact SEO today.
That is especially true following Panda.
-- Rand Fishkin

Gil Reich, Managing Greatness. @GilR

Google’s Timeless Problem

"Junk results" often wash out any results that a
user is interested in …
the number of documents … has been
increasing by many orders of magnitude.
People are still only willing to look at the first
few tens of results.
-- Larry Page, 1998

Gil Reich, Managing Greatness. @GilR

Panda …

 Google corrected a key blind spot
 Penalties can be subtle & sitewide, and are
not just for spam
 Users hating some pages can now hurt your
whole site
 Google now considers all signals that it can
measure

Gil Reich, Managing Greatness. @GilR

Plus …

 Build your social profiles
 Build relationships
 Engage others

Gil Reich, Managing Greatness. @GilR

… and Beyond

 Harder to fake natural than to be natural
 Harder to spam in the age of social
 Focus on relationships and reputation
 SEO inseparable from web strategy

Gil Reich, Managing Greatness. @GilR

If You Missed Anything …

Gil Reich, Managing Greatness. @GilR

Google has become increasingly strict with its criteria for what it takes to rank in organic search in 2020. Not only are the technical considerations of SEO as important as ever, but Google has begun to emphasize E-A-T more and more with each core algorithm update, along with increased pressure to surface high-quality results in light of the coronavirus. Learn what top-performing sites are doing to maintain strong SEO performance in 2020, and what you can to do recover from core updates and compete in an increasingly competitive SEO landscape. Join Lily's session to learn: - practical tips that you can use on your websites to increase perceived trustworthiness and authoritativeness - how you can adapt your content and marketing strategies to meet the constantly changing needs and demands of your audience

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http://www.corporate-ethics.org BRI-1004 -2- the brutal suppression of demonstrators in China in June 1989. The same search on Google.cn provided a much smaller list and included pictures of a smiling couple in the square.2 The decision to develop Google.cn was complicated. In the words of Elliot Schrage, Google’s vice president of Global Communications and Public Affairs: [Google, Inc., faced a choice to] compromise our mission by failing to serve our users in China or compromise our mission by entering China and complying with Chinese laws that require us to censor search results.… Based on what we know today and what we see in China, we believe our decision to launch the Google.cn service in addition to our Google.com service is a reasonable one, better for Chinese users and better for Google.… Self-censorship, like that which we are now required to perform in China, is something that conflicts deeply with our core principles.… This was not something we did enthusiastically or something that we’re proud of at all.3 MacLean knew that he was perfectly prepared for his current position as director of International Business. After earning a computer-science degree, MacLean had traveled extensively, implementing information systems with an IT consulting firm. He was well-versed in the technical and cultural components of this current project. It was his first job after earning an MBA. He had worked very hard as a summer intern to get his foot in the door at Google, Inc., and landed a job offer in his second year of the MBA program. He had been working at Google for 13 months and was starting to worry about his job security. Within the organization, he did not have enough political capital to weather a storm of critiques. The congressional hearing had planted seeds of doubt in MacLean’s head about the Google in China decision. Was Google endorsing censorship by conforming to the Chinese authorities’ rules? Was Google acting as a tool for the government? Were Chinese citizens better off after Google’s decision to enter China with Google.cn? MacLean was starting to question whether the decision went against their stated mission of organizing the world’s information and making it universally accessible and useful.4 Google’s top leadership had left open the door for revising their strategy by always reminding reporters and those in the company that the decision was made based on the information currently available. The company was not afraid to revisit previous decisions. MacLean had only one day before attending a meeting where he would be queried on the development and implementation of Google’s China strategy and asked for his suggestions for future courses of action. The Senate hearing had attracted a lively audience and had generated vigorous debate. There was a lot of pressure to act, but MacLean’s instinct was to stick by his .

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