Webinar the penguin may just have wiped out your seo strategy

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Today’s Host:

Algorithm Changes & The Rise of Social Signals

Alex Dunks Senior SEO Account Manager

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Some Practical Matters

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Google Search is evolving rapidly

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Webinar Agenda

1 What imperatives drive Google’s algorithm changes & the format of the SERP?

2 A Roundup of Recent Algorithm Changes What’s changed, and what you should do to take advantage of it.

3 Social Signals have arrived Tell your Friends!

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www.seomoz.org/google-algorithm-change

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Google is an engineer-driven culture

#webmarketing123 http://youtu.be/JtRJXnXgE-A

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What Vision drives changes to the Search Engine?

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  Search is Personalized

  Search is Media-rich

  Search gives Answers

  Search uses Real-Time Data

  Search delivers relevant and

high quality content

 Search is Social

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Search is Personalized

Josh Bernoff, Forrester Research, June 2011

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Search is Media-rich

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The Results Page isn’t just “10 Blue Links” anymore.

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Results from my network of friends (G+)

Knowledge Graph, providing encyclopedia-like answers

Data: Real time sports scores, airline flight info, election results, trending news

The Results Page isn’t just “10 Blue Links” anymore.

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With all the personalized results, photos, videos, news and ads on the

page, there’s often just 3 or 4 results visible

before scrolling.

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Search gives Answers

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Search integrates 3rd

party real-time data

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Search is Fast

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Google Update: Caffeine

An Infrastructure Upgrade to support faster crawling and indexing. Affected 35+% of searches.

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Search is Fast

Auto-complete

Website Preview

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Search is Fast

Eye tracking study, Google Official Blog

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Search delivers relevant and high

quality content

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Webinar Agenda




#webmarketing123 http://youtu.be/BS75vhGO-kk

Google’s Attitude Towards SEO

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 Google deems your site “webspam” or “over-optimized”

 They spot Black Hat Techniques

 They spot Link Schemes / Spam

 Use of Keyword Stuffing

Penguin will pour ice water on your ranking if:

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Penguin will pour ice water on your ranking if:

  You use hidden, “cloaked” text (e.g. via CSS or HTML)

  Keywords are repeated excessively: Stem, don’t stuff!

 All of the links to your website pass pagerank: some

should be #nofollow, as naturally happens.

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Google Update: Panda •  Quality Content

Originality, length, authority, quality and relevance

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•  Quality Content Originality, length, authority, quality and relevance

•  Site Metrics

User experience, time on site, bounce rate, load time, etc

Google Update: Panda

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•  Site Metrics


•  Back-link Evaluation Link profile, quality and relevance


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•  Site Metrics



•  Authority & Verification

Establishes and protects authorship


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•  Site Metrics



•  Authority & Verification

Establishes and protects authorship

•  Social Signals

Comments, social media response, reviews and citations


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Google Update: Panda Some of the Biggest Losers:  wisegeek.com   ezinearticles.com   suite101.com   hubpages.com   yourdictionary.com  AssociatedContent.com   lovetoknow.com   articlesbase.com   howtodothings.com  mahalo.com   automotive.com   business.com   doityourself.com  merchantcircle.com   thefind.com  wrongdiagnosis.com   findarticles.com   faqs.org

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Google Update: Panda Some of the Bigger Winners:

  LinkedIn   Facebook   WikiHow   Ehow   ConsumerReports.org   Etsy.com   Epinions.com   Buy.com   Amazon.com   Wikipedia.com   Walmart.com   Target.com   Answers.Yahoo.com   bestonlinecoupons.com

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What will upset the Panda?

 Links on low to no-value sites (worthless)

 Duplicate content- disseminating articles

and press releases across the web

 Auto-blogging

 Automated Link-building services

 Fabricated or paid back-links

 Copy & paste: i.e. Amazon customer reviews,

and blog comments

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  Content Marketing

  Lead Generation / Segmented List Building

  Adwords, Display & Remarketing

  Effective Social Media Strategy

  Effective Mobile Strategy (Admob now integrated w/ Adwords, btw)

  “Personalized Search” via Google +

  Video marketing

What will please the Panda?

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Webinar Agenda




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How do Social Signals affect Search Results?

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Search is Social

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Social Drives Search Queries The # of Queries influence rankings

Social Signals a Ranking Factor Shares = “votes”

Social yields press Sometimes links, plus News in the SERP

Social yields permanent links

The Impacts of Social on SEO

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Social Authority is the logical extension of Link Authority.

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Links are like‘votes’. Shares, Tweets and Retweets and Comments are also‘votes’.

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SEOMoz study, 2012

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Yelp shows you comments from your Facebook friends

Search is Social

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People report using Social Media in place of Search 16% of the time.

Forrester, 2010

And Social is Search?

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Social sidebar Search is Social

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Personalized content appears (higher) in SERP

Search is Social

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Author images pulled from G+ pages

Social annotations

Search is Social

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What’s coming next?

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http://www.seomoz.org/article/search-ranking-factors

What’s Coming Next?

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Tying It All Together

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  Don’t play games with Google. Focus on generating original, relevant, shareable content.

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  Infuse your social media efforts and share-worthy content with your keywords and key phrases.

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  Infuse your social media efforts and share-worthy content with your keywords and key phrases.

  Develop a diverse link strategy that encompasses relevant niche sites, no-follow links, and avoids paid links altogether.

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Webinar the penguin may just have wiped out your seo strategy

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