The Changing Landscape For Search Marketing · 6. Social signals increasingly important . Off Page...
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The Changing Landscape of SEO in Search Marketing Cindy Turrietta, Search Marketing Strategist [email protected]
Transcript of The Changing Landscape For Search Marketing · 6. Social signals increasingly important . Off Page...
The Changing Landscape of SEO in Search Marketing
Cindy Turrietta, Search Marketing Strategist [email protected]
Market Share
http://moz.com/google-algorithm-change
Searchers are routinely entering longer, more complex queries. This update is primarily aimed at giving Google's search engine a better grasp at understanding concepts instead of mere words.
Search Algorithm Overhauls
Caffeine: June 2010
The Google blog called it a “whole new web indexing system” and “more than 50 percent fresher than our last index and it’s the largest collection of web content we’ve offered”
Hummingbird: Sept 2013
http://moz.com/google-algorithm-change
Google’s Algorithm Updates Panda: Feb 23, 2011
Aimed at fighting low quality content, thin content, content farms, sites with high ad-to-content ratios, and a number of other quality issues http://moz.com/blog/googles-farmer-update-analysis-of-winners-vs-losers
Top Heavy or Page Layout: Jan 2012
Devalue sites with too much ad-space above the "fold“ http://searchengineland.com/too-many-ads-above-the-fold-now-penalized-by-googles-page-layout-algo-108613
Penguin: Apr 24, 2012
"Over-optimization penalty“ aimed at fighting web spam http://searchengineland.com/google-talks-penguin-update-recover-negative-seo-120463
Pirate/DMCA (Digital Millennium Copyright Act): Aug 2012
Penalize site with repeat copyright infringement complaints EMD (Exact Match Domain): Sep 27, 2012
Large-scale devaluation, reducing the presence of EMDs http://searchengineland.com/low-quality-exact-match-domains-are-googles-next-target-134889
http://moz.com/google-algorithm-change
SEO in a Nutshell
• Website On-page optimization
• Off-page optimization
• Website Technical optimization
Technical SEO
Past
1. Site speed not big deal 2. Bounce rate not an
issue 3. Mobile on the horizon
Present
1. Page load time increasingly important
2. Bounce rate is a factor 3. Optimizing for Mobile
critical
On-Page SEO
Past
1. Write for search engines 2. Keyword density
important 3. Content mostly text
based 4. Ghost writers 5. One keyword phrase per
page 6. 250-400 words
Present
1. Write for human audience 2. Keyword density not important 3. Content = text, video, graphics,
documents, audio 4. Authorship 5. Related keyword phrases 6. Length based on competition 7. Engagement is key
1. Link diversity 2. Social signals 3. Guest blogging 4. Selected directory
submissions 5. PR for press 6. Social signals increasingly
important
Off Page
Past
1. Exact match anchor text links
2. Exact match domain names
3. Link farms and fake blogs 4. Mass directory
submissions 5. PR for online 6. Links most important
Present
SEO Team
Past
A. On page focus B. Developer C. Copywriter D. Link builder
Present
A. On page focus B. Developer C. Copywriter D. Link Bait Strategist E. Social Media Specialist F. Local Specialist G. Web Analytics
Not Provided Keywords
October 2011, Google changed the way it harvests data from search to protect users’ privacy.
http://blog.kissmetrics.com/unlock-keyword-not-provided/
“Who are these people? Are they people I should care about? Not care about? And what kind of search queries are these? Brand? Non-brand? What else?” - Avinash Kaushik
Custom Reports • Advanced Segments • Filtering
http://searchnewscentral.com/20120118237/Analytics/making-sense-google-not-provided.html
TakeAways
1. Change is inevitable.
2. SEO is a team sport.
3. Marketer beware!
https://www.facebook.com/affordablesearchengineranking http://www.linkedin.com/in/cindytconsulting https://twitter.com/cindyturrietta
Cindy Turrietta, Search Marketing Strategist [email protected]
