Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Jonesryan google kitchensink-sm-xtor12


Published on

my slides from the Google Kitchen Sink panel at SMX Toronto 2012

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

Jonesryan google kitchensink-sm-xtor12

  1. 1. @RyanJonesManager of @RyanJones
  2. 2. The Google Penalty AlgorithmRecent Google “Penalties:”• Farmer• Panda• Ads Above Fold• Link Networks• Parked Domains• Un-Natural Links• Over Optimization• Webspam Google makes over 350 changes to their algorithm EACH YEAR!RT @RyanJones It’s time we stop thinking about algorithmupdates as “penalties” and ask how we can benefit from them. @RyanJones
  3. 3. Good SEOs get hit by Algorithm Changes. Note: this is one of my personal spammy sitesGreat SEOs benefit from them. Algorithm ChangeRT @RyanJones Good SEOs get hit by Google algorithmchanges. Great SEOs benefit from them. @RyanJones
  4. 4. Algorithm Chasing is NOT Sustainable.RT @RyanJones Sustainable SEO is about chasing visitors,not algorithms @RyanJones
  5. 5. “A good hockey player plays where thepuck is. A great hockey player plays wherethe puck is going to be.” - The Great One @RyanJones
  6. 6. “A good SEO optimizes where Google is. Agreat SEO optimizes where Google is goingto be.” - @RyanJones @RyanJones
  7. 7. Stop Chasing The AlgorithmAlgorithm Chasing is NOT Sustainable.Start Chasing Results InsteadRT @RyanJones: “Make your decisions based on visitors &KPIs, NOT algorithm changes.” @RyanJones
  8. 8. You’re Doing It Wrong RT @RyanJones: Instead of asking ‘how can I rank for this keyword’ ask ‘what does a searcher expect?’ then build it @RyanJones
  9. 9. Start Thinking Like Google• As SEOs, we are the 1%• Most Google searchers have never heard of link wheels, Panda, paid links, cloaking, or over optimization penalties @RyanJones
  10. 10. This is how the 99% SearchRT @RyanJones Your cat’s staring at your twitchy eye. Yourwinking is creeping him out. Oh, and buy better dog food. @RyanJones
  11. 11. “The Future of Search Is Verbs” - Bill Gates Searchers want to accomplish a task. Google rewards sites that help searchers do something.RT @RyanJones It doesn’t matter how many links you have ifyour site is crap. @RyanJones
  12. 12. “Dude, you’re full of shit. You soundlike a Google PR person. I have great content and my site doesn’t rank. - Some drunk guy at the hotel bar tonight @RyanJones
  13. 13. Differentiate & Add Value HOW? Be that Vital result • Freshness • Better User Experience If people don’t find your site • Better Content when they search, they • Most Popular should think that search is broken. • • Rel=author • Unique ContentRT @RyanJones In order to be irreplaceable one must alwaysbe different. – Coco Chanel @RyanJones
  14. 14. Thank You. @RyanJonesManager Search Strategy & AnalyticsSapientNitrowww.RyanMJones.comP.S. I’m Hiring in TOR, CHI, DETSend Me a Resume: @RyanJones