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Google’s search results are vastly different today than they were two years ago. There are new kinds of results (knowledge graph, rich snippets, carousels, verticals, etc) and updated SEO best practices (microdata, backlinking, anchor text, keywords, etc). This presentation explains the relatively recent Google algorithm updates and their potentially devastating effects on non-compliant websites. Plus, it covers 10 sure-fire SEO tactics you can implement to survive and thrive in Google’s ever-changing world. (March 2014)
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© 2014 Keller SEO Services LLC. All Rights Reserved.
10 Tactics for Surviving & Thriving
in Google
We’ll Cover 3 Things
1. The evolution of Google’s search results pages
2. Penguin, Panda & Hummingbird - Google’s “big” algo updates
3. Ten tactics you can use
Source: Screeningnotes.com
The Google index had about 25 million pages in 1998; now there’s more than 30 trillion. Source: blogoscoped.com & venturebeat.com
Circa 1998
Hmm… wonder who had the exclamation
point first?
Source: googlesystem.blogspot.com
Circa 2001
Source: Google Connects Searchers With Local Information - Mar 17, 2004
Circa 2004
Source: Official Google Blog: A spring metamorphosis — Google's new look - May 5, 2010
Circa 2010
Source: Official Google Blog: Search, plus Your World - Jan 10, 2012
Circa 2012
A good read detailing the most recent changes: Google's 2014 Redesign: Before and After
Circa 2014 (Last Week)
Where did the blue underlines
go?
Instant Answers to Queries
Do I even have to click?
Now Official: Google Adds Restaurant Menus To Search Results - Feb 28, 2014
Instant Answers to Queries
Now, that’s handy!
Instant Answers to Queries
How do you feel if you are this guy?
An in-depth, somewhat “geeky” (in a good way) article on Google’s Hummingbird: What Does the Hummingbird Say? - Nov 7, 2013
Determining Intent
Who said I wanted the men’s basketball information?
AJ Kohn’s exceptional article Knowledge Graph Optimization
Knowledge Graph
Google Testing New Sponsored Shopping Boxes, With 3D View - Mar 17, 2014
Knowledge Graph Ads?
Google Testing New Sponsored Shopping Boxes, With 3D View - Mar 17, 2014
Knowledge Graph Ads in 3D?
Ouch Amazon!
Reviews Are the Brass Ring on Google's Carousel - Sep 16, 2013
Local CarouselYou don’t have a
chance if you are not in here
Authorship
Rich Snippets
Source: https://www.google.com/insidesearch/howsearchworks/algorithms.html
Many Improvements Every Year
Source: danceswithfat.wordpress.com , tvropes.org , deviantart.net
The Big 3 Everyone Talks About
Began in 2012 5 Known Updates
Began in 2011 26 Known Updates
Began in 2013 1 Core Rewrite
Source: Fanpop.com
© 2014 Keller SEO Services LLC. All Rights Reserved.
Your 10 Tactics
#1 Get Your Google+ On
Source: https://plus.google.com/authorship
Fill It Out Completely
Especially fill out “Contributor to”
This Can Happen
Post & Develop Your Authority
A good resource: Top 20 Local Search Ranking Factors: An Illustrated Guide
#2 Businesses, Claim Your Google+ Page
Fill It Out Completely
Add Photos, Video
Post
On Your Site, Link Back to Google+
This links to google.com/+TheIronHorseHotelMilwaukee
This Can Happen
#3 Businesses, Encourage Reviews
Real, Genuine Reviews
This Can Happen
Source: Getting Started with Structured Markup for SEO
#4 Use Structured Data Markup
When have all three major search engines ever collaborated on
anything? This MUST be important!
Source: Baked Tilapia Recipe from Taste of Home
A Real Life Example
Use Google’s Structured Data Testing Tool to check the markup
A Real Life Example
This Can Happen
Source: Google's Structured Data Markup Helper
Tools Make the Process Easier
A fantastic primer: Micro Data & Schema.org: Guide To Generating Rich Snippets
#5 Maximize Rich Snippet Opportunities
Idea from: Micro Data & Schema.org: Guide To Generating Rich Snippets
If You Sell Products Online
Source: How to Build a Shed from The Family Handyman
If You Publish Authoritative Articles
Idea from: Micro Data & Schema.org: Guide To Generating Rich Snippets
If You Want to Showcase Reviews
Idea from: Micro Data & Schema.org: Guide To Generating Rich Snippets
If You Sell Tickets to An Event
Source: http://yourquestions.mcdonalds.ca/
#6 Offer Uniquely Valuable Content
Ecommerce Alone Won’t Cut It
Source: http://www.foodsaver.com/outdoor-life.html
Not When You Are Up Against This
Be Wary of This
Source: danceswithfat.wordpress.com
Source: New York Times
#7 Get Links Wisely
Links are like votes
Not All Links Are Equal in Value
1st
10th
Encourage Links From Relevant Sites
Source: tvropes.org
Keep An Eye on Anchor Text
Get started here: http://bit.ly/1iT6DMm
#8 Use Google Webmaster ToolsAnd, it’s free!
New and important messages from Google are on your dashboard
Useful Site MessagesOh boy! That’s a problem…
To navigate to this data: Search Traffic > Search Queries
Keyword Phrase Data
To navigate to this data: Search Appearance > HTML Improvements
Hints to Improve Your HTML
Clicking on this will give you a list of the URLs with
duplicate title tags
To navigate to this data: Search Appearance > Structured Data
Check Your Structured Data
Clicking on the errors gives you directions on how to fix
#9 Be Fast & Mobile Friendly
Don’t these look like mobile units to you?
Source: http://searchengineland.com/10-key-takeaways-meet-search-engines-smx-west-186903
Listen to the Hints
To navigate to this data: Behavior > Site Speed > Speed Suggestions
Google Analytics Data for Speed
This is NOT Fast
Clicking on PageSpeedSuggestions brings you to this. Note the Mobile version as well.
Tips on How to Fix
Source: disney.wikia.com
#10 Continually Educate Yourself
Read These
1. http://moz.com/blog
2. http://searchengineland.com/
3. http://www.seroundtable.com/
Contact me for SEO training in Milwaukee area or a schedule of workshops. Email: [email protected]
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