Lots of people react to Google algorithm changes. This isn’t sustainable SEO. Contrarty to popular belief.
When one site gets penalizes, another benefits
When people search they’re usually trying to accomplish a task. Google wants to reward sites that can help them do that. The quicker and easier, the better. All the links in the world won’t matter if users don’t find your site useful.
Search for ‘pad thai’ – I’m going to click the result with the picture and the star ratings.
Jones ryan sustainableseo
@RyanJones Manager – SEO Analytics
SapientNitro www.SapientNitro.com www.RyanMJones.comSustainable SEOPubcon Las Vegas 2012Slides Online at www.RyanMJones.com 1 @RyanJones
The Google Penalty Algorithm Photoshop
credit: Kevin Madden• Farmer• Panda• Ads Above Fold• Link Networks• Parked Domains• Over Optimization?• Penguin• Exact Match DomainsRT @RyanJones It’s time we stop thinkingabout algorithm updates as “penalties” andask how we can benefit from them. Google makes over 350 changes to their algorithm EACH YEAR! 3 @RyanJones
“The Future of Search Is
Verbs” - Bill Gates Searchers want to accomplish a task. Google rewards sites that help searchers do something. Does your site help users accomplish a task?RT @RyanJones It doesn’t matter how many links youhave if your site is crap. 9 @RyanJones
Don’t Ask: Do Ask: “How
Can I Rank For “What does somebody ___?” searching ___ want?”You’re Doing It Wrong 10 @RyanJones
YOU Aren’t the Typical Google
UserReminder: We (Marketers) are NOT Google’s main customer.Most Google Searchers have NEVER heard of:• Link Wheels• Paid Links• Xrumer/Scrapebox• Link Directories• Content Scraping• Black Hat or Negative SEO And they don’t care about. They care about QUALITY. 13 @RyanJones
“Jones, you’re full of shit.
You soundlike a Google PR person. I have great content and my site doesn’t rank. - Somebody At The Breeze Bar Tonight 15 @RyanJones
Make Your Site UniqueVital. Useful.
Relevant. Not Relevant. Spam. Source: Leaked Google Quality Rater GuidelinesRT @RyanJones Google isn’t biasedtoward brands, customers are. 16 @RyanJones
Differentiate & Add Value. Quality
is Sustainable.HOW? Be that Vital resultFreshnessBetter User Experience If people don’t find yourBetter Content site when they search,Most Popular they should think thatSchema.org search is broken.Rel=authorUnique Content 17 @RyanJones
How Do You Measure Quality?•
Bounce Rate• Time On Site• Conversion Metrics (KPIs, LFAs, Revenue)• Referring sites • Do people click those links you’re building? 18 @RyanJones