What Does Google Want These Days
-
Upload
zeon-solutions -
Category
Business
-
view
107 -
download
0
description
Transcript of What Does Google Want These Days
![Page 1: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/1.jpg)
What does Google want these days?
Ross MonaghanDirector, Digital Marketing5/16/2013
![Page 2: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/2.jpg)
Accelerating Revenue Through Technology
O V E R V I E W
![Page 3: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/3.jpg)
Accelerating Revenue Through Technology
ENTERPRISEE-
COMMERCEENTERPRISE
CMSDIGITAL
MARKETING
DELIVERING QUALITY SOLUTIONS TO ACHIEVE BUSINESS OBJECTIVES
For more than 10 years, Zeon Solutions has successfully delivered enterprise-scale, effectively-designed custom applications and e-
business solutions on time and within budget for customers worldwide. Our broad range of services include:
Development & Design • Customization & Support • Mobile & Search Marketing
![Page 4: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/4.jpg)
ANN ARBOR, MI
MILWAUKEE, WI
O V E R V I E W
Founded in 2003HQ Milwaukee, WI
Merged with Grand RiverJanuary 2012
![Page 5: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/5.jpg)
O V E R V I E W
24 7350+Worldwide Employees Development &
Support
Global Delivery Model
MILWAUKEE, WI
SEATTLE, WA
ANN ARBOR, MI
BOSTON, MA
NAGPUR
![Page 6: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/6.jpg)
O V E R V I E W
Recognized as one of the fastest growing private companies in North America by Inc. 500‣ Four-time honoree‣ 6th in IT/e-commerce segment in 2010‣ 90th in IT services in 2011
Recognized as a Future 50 company by Metro Milwaukee Association of Commerce (MMAC) - 2008, 2009, 2011;Earned Master Mettle Award.
Recognized as a Fastest Growing Firm by Milwaukee Business Journal – 2011, 2012
![Page 7: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/7.jpg)
O V E R V I E W
![Page 8: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/8.jpg)
Q U I C K P O L L
![Page 9: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/9.jpg)
How many of you know what Search Engine Optimization is?
How many of you know SEO the ranking factors?
How many ranking factors do Google have in their algorithm?
What are Panda & Penguin?
Show of hands…
![Page 10: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/10.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
Side note…
![Page 11: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/11.jpg)
• Why don’t I rank #1 for this keyword?– Because you don’t mention it on your page?
• What is the correct keyword density to use?• Should I put every variation of the keyword in my
page title or meta keywords?• Should we just buy links?• Should we just be changing our page content
every day for freshness – per the QDF algo factor?• Do you think the $200 per month options for SEO
management are legit?
Frust rat ing Asked Quest ions
![Page 12: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/12.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
And finally…
![Page 13: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/13.jpg)
Keyword stuffing?Anchor text manipulation?
Cloaking?Internal link spamming?Comment spamming?
Buying links?Sitewide links?
Reciprocal links?
Are these so l id opt ions fo r us?
![Page 14: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/14.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
No!!!!
![Page 15: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/15.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
Please move on…
![Page 16: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/16.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
SEO is NOT
SIMPLEQUICKCHEAP
ONE-TIME
![Page 17: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/17.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
C O M P L E X I T Y
![Page 18: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/18.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
So what’s changed?
![Page 19: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/19.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
Authority & Relevance are no longer simply
about…
# of inbound linkskeyword rich anchor text
links from .gov or .org sitesetc.
![Page 20: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/20.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
No, simply adding photos of a Panda or Penguin to your site will
not make you rank!
![Page 21: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/21.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
So what is important today?
![Page 22: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/22.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
Well what I hear daily is…
Content, content, content…It is KING!
ARGH!!!!
![Page 23: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/23.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
Not really.
Content is MOST important but it better
be GREAT and on TOPIC content in order to RANK
![Page 24: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/24.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
Quality > Quantity
![Page 25: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/25.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
What are the new algorithm related updates?
![Page 26: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/26.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
Thin light content (quality vs. quantity)
Over optimization+ link spamming
![Page 27: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/27.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
Penguin + Panda
= Manipulation Cleansing
![Page 28: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/28.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
2.0
C O M I N G S O O N !
![Page 29: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/29.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
A deeper look at a couple new Google
principles…
![Page 30: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/30.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
User context+
Interest graph
![Page 31: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/31.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
What type of search query is it?
Navigational
Informational
Transactional
U S E R C O N T E X T
![Page 32: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/32.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
Where are users located?
Not just geographically…
U S E R C O N T E X T
![Page 33: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/33.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
Are they on their phone walking to a store or
restaurant?
Sitting on the couch on an iPad?
At the office?
U S E R C O N T E X T
![Page 34: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/34.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
This all aligns to the“USER CONTEXT”
U S E R C O N T E X T
![Page 35: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/35.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
So what is the “INTEREST GRAPH”?
![Page 36: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/36.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
A temporalSIGNALSIGN
INDICATORGUAGE
POINTER
I N T E R E S T G R A P H
![Page 37: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/37.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
ReasonTo be relevant based on the user context of the query
I N T E R E S T G R A P H
![Page 38: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/38.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
So if now know the users context and interest graph…
How do I gain followers and links?
![Page 39: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/39.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
• Focus on the user• Understand the context of their query• Develop content for what the user needs
or wants• Link attraction vs. Link Building• Market your content (impact interest
graph)– PR– Outreach
** Remember – It is not worth it to manipulate for rank
R E C A P
![Page 40: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/40.jpg)
• Business Objectives & Analytics Alignment – are we driving the right traffic? What are they doing when they arrive? Are we testing our changes?
• Cross functional alignment within your organization
• On-Page optimization targeting• Technical problems – flash, robots.txt,
canonicalization (duplicate content)
COMMON ISSUES FOUND
![Page 41: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/41.jpg)
@ROSSMONAGHAN
CONNECT
LINKEDIN.COM/IN/ROSSMONAGHANS
ROSS MONAGHANDIRECTOR, DIGITAL MARKETING
![Page 42: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/42.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
THANK YOU
![Page 43: What Does Google Want These Days](https://reader035.fdocuments.net/reader035/viewer/2022062511/54c63d364a7959c9388b472f/html5/thumbnails/43.jpg)
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
QUESTIONS