Google - Critical SEO Changes in 2012/2013

Follow us; @manheimretail

Follow me; @lukecarter2013

#knowyourseo

Presentation Structure

• Section 1: Credentials

• Section 2: The New World of Google Panda & Penguin - SEO in 2013

– What is Panda?

– What Panda Looks At.

– Panda – The Impact on Websites

• Section 3: Google Penguin

– Penguin – Overview.

– Penguin – Links.

– Penguin – Social Signals

• Section 4: Web Strategy Optimisation

– WSO – The New Face of SEO.

– How Consumers Use the Internet.

– Inbound Marketing.

– WSO & Inbound Marketing

• Section 5: WSO Recommendations

• Section 6: Q&A’s

Section 1: Credentials

Who is Luke Carter?

• Head of Search at Manheim Retail Services and has been

with Manheim since June 2008, providing Search Engine

Marketing

• Extensive Media Agency experience with Carat (previously

known as MediaVest – part of StarCom), Latitude and

Quba New Media.

• Over 12 years experience of successfully delivering multi-

channel online marketing solutions which includes SEO,

PPC – and during the evolution of online marketing –

advanced Search Engine Marketing, Digital, Display, affiliate,

mobile and social media marketing.

• I have delivered successful SEO, PPC, Display, Affiliate and

Social Media campaigns across the following industries;

• Automotive.

• Mobile

• Travel.

• Healthcare

• Gambling.

• Music.

• Insurance

• Furniture.

• Legal

• Pharmaceutical.

• Finance

#knowyourseo

Clients Luke Carter has delivered campaigns for…

#knowyourseo

Section 2: The New World of Google Panda & Penguin

SEO in 2013

What is Panda?

• Google’s Panda algorithm is totally geared towards managing the human

point of view, not a machine’s or websites.

• Google Quality Raters now look at websites with ‘human eyes’ and see the

obvious.

• Panda is a site-wide penalty, not a page penalty.

• If a certain percentage of website pages fall below Panda’s quality algorithm,

then the whole site suffers.

• Fix enough of these pages and the site may recover.

#knowyourseo

• Quality of the content

• Uniqueness of the site

• Content/advertisements

ratio/social signals

• Trust/authority/relevance

• User data (Analytics)

• Load Times

• Bounce rate

• Time spent on the site

• Social signals

What Does Panda Look At?

#knowyourseo

Panda – The Impact on Websites

• Traditional SEO best practices will still need to be applied.

• However, the primary shift has moved to a new and different approach -

Web Strategy Optimisation (WSO)

• WSO thinks much more about;

– What is the experience of the visitor on a website?

– Is the site really helping the visitor to cover all the questions and

concerns they may have?

– Is it creating a brand that people are going to find affinity with, share and

reward with trust?

– What can the site do to leave the user feeling that the website is

authoritative?

#knowyourseo

# Domain Percentage

1 twitter.com 8.48%

2 youtube.com 5.99%

3 bbc.co.uk 1.37%

4 wikipedia.org 0.30%

5 google.com 3.42%

6 telegraph.co.uk 2.46%

7 guardian.co.uk 1.43%

8 microsoft.com 6.49%

9 mega.co.uk 3545.07%

10 imdb.com 0.69%

11 thestudentroom.co.uk 20.31%

12 talktalk.net 334.75%

13 ryanair.com 35.07%

14 indeed.co.uk 9.09%

15 tamebay.com 93.40%

16 google.co.uk 2.46%

17 dialaphone.co.uk 22.78%

18 residentadvisor.net 92.10%

19 yobt.com 229.22%

20 youtube-mp3.org 15.18%

21 altavista.com 153.20%

22 skyscanner.net 5.91%

23 thesun.co.uk 3.73%

24 linkedin.com 3.73%

25 custhelp.com 14.82%

# Domain Percentage

26 digitalspy.co.uk 3.80%

27 blackberry.com 6.71%

28 uggaustralia.co.uk 87.23%

29 ebookers.com 14.78%

30 studentfinanceni.co.uk 363.99%

31 uefa.com 21.73%

32 android.com 5.05%

33 cbeebies.com 137.81%

34 siteslike.com 16.52%

35 pocket-lint.com 7.09%

36 plentyoffish.com 38.11%

37 livedepartureboards.co.uk 1130.30%

38 debenhams.com 5.65%

39 myspace.com 1.10%

40 x hamster.com 7.36%

41 qype.co.uk 5.77%

42 last.fm 1.57%

43 thepiratebay.se 8.99%

44 awin1.com 50.40%

45 next.co.uk 4.99%

46 metcheck.com 12.08%

47 tesco-careers.com 37.01%

48 fanpop.com 14.59%

49 ticketmaster.co.uk 3.40%

50 johnlewispartnership.co.uk 101.86%

Panda – Top Winners

#knowyourseo

# Domain Percentage

1 amazon.com -53.21%

2 live.com -9.96%

3 apple.com -2.06%

4 kibagames.com -60.28%

5 games1.com -90.18%

6 lastminute.com -8.88%

7 vouchercodes.co.uk -8.45%

8 yahoo.com -0.90%

9 msn.com -3.14%

10 facebook.com -0.86%

11 hotukdeals.com -7.84%

12 blogspot.com -1.98%

13 alexa.com -10.07%

14 moneysupermarket.com -3.34%

15 halifax.co.uk -13.26%

16 uswitch.com -11.52%

17 holidayextras.co.uk -25.61%

18 republic.co.uk -20.51%

19 myvouchercodes.co.uk -4.55%

20 thepiratebay.org -29.32%

21 jobisjob.co.uk -12.89%

22 torrentfreak.com -21.69%

23 hotmail.com -2.79%

24 uggaustralia.com -68.85%

25 multimap.com -32.98%

# Domain Percentage

26 fantasti.cc -64.88%

27 theregister.co.uk -6.71%

28 gonzo x x x movies.com -33.82%

29 btjunkie.org -69.25%

30 sharaget.com -57.13%

31 econym.org.uk -55.69%

32 metrolyrics.com -3.02%

33 skysports.com -2.55%

34 quidco.com -9.38%

35 cnet.co.uk -4.82%

36 which.co.uk -4.15%

37 ask.com -4.08%

38 allinlondon.co.uk -8.58%

39 moneysavingexpert.com -1.39%

40 vponsale.co.uk -33.57%

41 comparemymobile.com -55.60%

42 track-ip.com -28.51%

43 softonic.com -3.73%

44 lse.co.uk -10.03%

45 oanda.com -25.75%

46 clothingattesco.com -21.34%

47 trustpilot.co.uk -7.60%

48 independent.co.uk -2.29%

49 officiallondontheatre.co.uk -58.70%

50 go.com -2.98%

Panda – Top Losers

#knowyourseo

Section 3: Google Penguin

Google Penguin is an over-optimisation that targets websites using “aggressive

web spam tactics”

• This is an ‘over-optimisation penalty’ affecting;

– Keyword stuffing

– Low quality article marketing and blog spam.

– Overuse of exact match anchor text.

– Overuse of exact match domains.

– Link schemes.

– Unnatural link profiles.

Google Penguin Overview

#knowyourseo

#knowyourseo

• Google Penguin is making link building harder.

• “links are creaky, outdated signals that have increasingly been harder and harder for the search engines to depend on.” Danny Sullivan. Search Engine Land

Google Penguin Links

#knowyourseo

• Social signals have to be

measured by Google to assess a

sites authority

Google Penguin – Social Signals

Section 4: Web Strategy Optimisation (WSO)

WSO – The New Face of SEO

• Website optimisation is now being shaped by;

– The rapid escalation in the importance of social media and its symbiotic

relationship with online content and inter-locking communications.

• As a result, SEO is becoming more about Web Strategy Optimisation

(WSO).

#knowyourseo

How Consumer Use the Internet

#knowyourseo

14% Blog

38% Forum

2% General

6% News

31% Twitter

5% Video

5% Facebook

Conversation Analysis

Consumers prefer to discuss cars in depth,

making forums the most common platform for

auto conversation

7,582,956 Auto Mentions

Data Source: The Automotive Sector 2012. Data Period; Nov 2011 – May 2012

Automotive Conversations – Key Insights

#knowyourseo

38% 58% of auto conversations

on forums are purchase driven

Conversation Analysis

Top forums for automotive conversation are generally

car-specific

7,582,956 Auto Mentions

Data Source: The Automotive Sector 2012. Data Period; Nov 2011 – May 2012

14% 16% of auto conversations

on forums are purchase driven

Automotive Conversations – Key Insights

#knowyourseo

Section 5: WSO Recommendations

• Develop ‘real content’ which is designed to provide value to the

experience of the visitor and builds and replaces web traditional 2.0 back

links, which Google’s Penguin algorithm no longer deems as valuable.

• Generating real content delivers real social signal shares, likes, follows and

comments which deliver valuable non-counterfeit content which builds a

stronger, Google friendly Inbound Marketing strategy.

WSO – Strategy & Recommendations

#knowyourseo

• Introduce Google Panda & Penguin friendly Inbound Marketing using a

Core Content Model Strategy.

• Promote real content around model range and model;

– Benefits of owning.

– Features.

– Consumer response.

– Model comparison data.

WSO – Strategy & Recommendations

#knowyourseo

#knowyourseo

INBOUND

MARKETING GOOGLE’S SWEET

SPOT

TECHNICAL

SEO CONTENT MARKETING

SOCIAL

MEDIA

WSO – Inbound Marketing

WSO – Consumer Generated Content

#knowyourseo

#knowyourseo

WSO – Inbound Marketing & Real Unique Content

#knowyourseo

Google Authorship

WSO - Inbound Marketing & Search Results

Section : Q&A’s

This all sounds great, but I need to know more!

If you need further information, or feel you need help

with your SEO;

Call: 01625 300014

Email: knowyourseo2013@manheim.co.uk

@ManheimRetail

#knowyourseo