Search Marketing Shakeup - February 2014
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Transcript of Search Marketing Shakeup - February 2014
Search
Marketing
Shakeup
@sagerock
@sagerock
PUBCON LAS VEGAS OCTOBER 2013
How Search Works
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http://www.youtube.com/watch?v=BNHR6IQJGZs
The Google Index is 100,000,000 gigabytes
that took 1 million computing hours to
build.@sagerock
http://www.google.com/intl/en_us/insidesearch/howsearchworks/thestory/
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@sagerock
What once worked but now no longer does.
Hacked siteSome pages on this site may have been hacked by a third party to display spammy content or links. Website owners should take immediate action to clean their sites and fix any security vulnerabilities.
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What once worked but now no longer does.
Cloaking and/or sneaky redirectsSite appears to be cloaking (displaying different content to human users than is shown to search engines) or redirecting users to a different page than Google saw.
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What once worked but now no longer does.
Hidden text and/or keyword stuffingSome of the pages may contain hidden text and/or keyword stuffing.
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What once worked but now no longer does.
Parked domainsParked domains are placeholder sites with little unique content, so Google doesn’t typically include them in search results.
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What once worked but now no longer does.
Pure spamSite appears to use aggressive spam techniques such as automatically generated gibberish, cloaking, scraping content from other websites, and/or repeated or egregious violations of Google’s Webmaster Guidelines.
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What once worked but now no longer does.
Spammy free hosts and dynamic DNS providersSite is hosted by a free hosting service or dynamic DNS provider that has a significant fraction of spammy content.
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What once worked but now no longer does.
Thin content with little or no added valueSite appears to consist of low-quality or shallow pages which do not provide users with much added value (such as thin affiliate pages, doorway pages, cookie-cutter sites, automatically generated content, or copied content).
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What once worked but now no longer does.
Unnatural links from a siteGoogle detected a pattern of unnatural, artificial, deceptive or manipulative outbound links on this site. This may be the result of selling links that pass PageRank or participating in link schemes.
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What once worked but now no longer does.
User-generated spamSite appears to contain spammy user-generated content. The problematic content may appear on forum pages, guestbook pages, or user profiles.
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Reconsideration Requests by Week
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#1 Listing
Where spam is still winning: “Buy Cheap Viagra”
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Google has taken action on several dozen newspapers in US and UK that were not labeling advertorials and native advertising as such, and that were passing PageRank.
My Personal Pet Peeve:
The policy is to never meet one on one with a partner, advertiser or client with Google quality or web spam.
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Is there any hope?Is SEO finally dead?
As long as there are search engines you will be able to
optimize for them.@sagerock
@sagerock
Trying to teach Google toLearn at an elementary
School level.
The Knowledge Graph
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http://www.youtube.com/watch?v=mmQl6VGvX-c
Quality Content Is The KeyAnything creative.
Create a voice. Go back to the basics.
Blogs. Forums. Local newspapers.
That's SEO folks. @sagerock
The key in 2014 is quality
Understand your strengths.
Understand what your prospect truly wants.
Where those meet is where you want to focus your content.
@sagerock
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Moz2014 Industry Survey
Top SEO ToolsGoogle Webmaster ToolsMozOpen Site ExplorerMajesticSEOScreaming FrogBing Webmaster ToolsYoastSEMrushAhrefsFirebug
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TOP 5 SEO METRICS:Conversion rate and performance metrics: 68.8 percent.Landing page traffic: 66.2 percent.Google Webmaster Tools data: 57.9 percent.Estimated traffic based on other data: 40.5 percentSocial data (tweets, Likes, +1's, etc.): 36.7 percent.
Moz2014 Industry Survey
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