SEO in the age of Panda, Penguin & Beyond

Navneet Kaushal CEO PageTraffic

SEO in the Age of Panda, Penguin, Hummingbird & Beyond

www.pagetraffic.com

Have you created your own Authorship Yet?

Have you created very first Video clip?

Have you made a Video Profile?

Does your website has unique as well as Newsworthy Content? Do you know exactly how to focus on long tail as well as main keywords in a right way?

Did you observe your link profile yet?

Growth of Google Queries in Last 5 yrs!

Number of Searches/Day on Google

3 Billion Searches/Day (announced Aug. 2012)

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SERP Features In 2013, Google Introduced more search engine results page features than ever.

7-‐RESULTS SERPS

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10-‐RESULTS SERPS

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EVENT SITELINKS SERPS

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GOOGLE+ BRANDS SERPS

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PAID SHOPPING (LEFT) SERPS

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PAID SHOPPING (RIGHT) SERPS

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KNOWLEDGE GRAPH (KG) SERPS

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RELATED SEARCH CAROUSEL SERPS

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LOCAL CAROUSEL SERPS

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AUTHORSHIP THUMBNAIL SERPS

Star Ratings, Reviews & Price

Author Photo

Date of Publication

Video Snippet

RICH SNIPPETS AND SCHEMA MARKUP SERPS

MAJOR GOOGLE UPDATES IN LAST 1.5 YRS

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•  Hummingbird •  Google Panda: 25+ updates •  Google Penguin: 4 updates •  Exact-‐Match Domain (EMD) Update •  Page Layout: 2 updates •  7-‐Result SERPs •  Link Warnings •  Knowledge Graph •  Venice •  Other Monthly Updates: 390

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SEO

SEO

GOOGLE PENGUIN

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SEO

SEO

SEO

GOOGLE’S EXACT MATCH DOMAIN UPDATE

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GOOGLE’S EXACT MATCH DOMAIN UPDATE

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HUMMINGBIRD UPDATE

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HUMMINGBIRD UPDATE

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"In general, Hummingbird – Google says – is a new engine built on both exisIng and new parts, organised in a way to especially serve the search demands of today, rather than one created for the needs of 10 years ago, with the technologies back then"

•  No, SEO is not yet again dead. •  Google’s saying there’s nothing new or different SEOs or publishers

need to worry about. •  Have original, high-‐quality content. Signals that have been important

in the past remain important.

“Our guidance to webmasters is the same as always — we encourage original, high-quality content, since that’s what’s

best for web users.” Google

Link Building

On-‐Page Basics

In 2008, SEO Was This

LINK BUILDING

UX

CONTENT STRATEGY

MOBILE

SITE SPEED

VIDEO ON-‐PAGE

SEO

CONTENT MARKETING

In 2013, SEO is This

Google Webmaster Tool Crawl Errors

Fix the 404 Errors.. Build “Links”.

MASTER TECHNICAL SEO








Forget keywords as anchor texts

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Build Links WITH Your Content to

Win.

Build Content With High Search Link Intent

KEYWORD “FACTS” KEYWORD “INFORMATION”

KEYWORD “DATA”

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Long-‐Tail Passive Link Building

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hbp://ubersuggest.org

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•  AlphabeIcally sort to see which query shows up the most.

•  Build a content around it, put it on your blog and promote.

•  Build internal links with that anchor text and share on social media channels.

•  Watch twicer searches and recommend to people who are asking for those recommendaIons.

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From PageRank to AuthorRank

Hire/Engage W/ Writers Authoritative on a Subject on Google+

Build A Reusable, Authoritative Guest Author

It doesn’t macer if you have a footprint if you don’t suck.

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Sourcing Guest Post Opportunices

hcp://www.google.com/blogsearch

FIND THE ROUNDUP POSTS

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Think branding. Link building is more efficient when used as a brand building tool. And given that Google is favoring brands on search results, then link building (when done right) can definitely hit more birds with one stone.

LINK SEARCH TOOL!

hcp://www.soloseo.com/tools/linkSearch.html

INSTANTLY GENERATE

SEARCH OPERATORS"

IN 2013 WE OPTIMIZE EVERTYTHING



CHANGING TIMES


Old School “SEO” •  No “Employees”

•  Press Release Blasts

•  Form-‐Field Only

•  In “SEO Friendly Directories”

•  Links Grow in Spurts

•  “Content” is Auto-‐Generated

New School SEO

•  Employs Real People

•  Earns MenIons in Media

•  Detailed Contact Info

•  Registered w/ Official Bodies

•  Link Growth Follows Social Signals

•  Content is Slow, Steady & AuthenIc

•  Brand -‐ Google focus on big brands •  CitaIons & Trust – Google rewarding these signals •  Social – IdenIty signal: +1 content = higher CTR (indirect relaIon) •  Personalized Search is a Reality – Affects SEO through social connecIons and

increased CTR (indirect relaIon) •  Authorship – IdenIty signal: rel=Me/Author (AUTHOR RANK)

SERP Rankings

•  SIll important to understand the health of a site •  Focus should be placed more on what AnalyIcs is telling you:

•  Conversion OpImizaIon •  CTR and Time on Site/Page

•  Google uses human quality raters extensively in tesIng algorithm changes

NEW SEO STRATEGY

•  Brand vs. Non-‐Branded •  Organic Traffic InteracIon Goals (or Events)

•  The anIcipated merge between SEO, SMO and Content MarkeIng with PR is now and is Itled Inbound MarkeIng

•  Not just Press Releases •  CreaIng relaIonships with communiIes, blogs, news outlets •  Guest Blogging with authoritaIve authors

SEGMENTED TRAFFIC

•  On-‐Site Opcmizacon (Technical – Within Google Guidelines) •  Content – Fresh ON and OFF Site Content (High Quality) •  Guest Blogging – RelaIonship Focused / Relevancy •  Brand Monitoring – High Priority on Reviewing your Link Profile •  Link Building – Less Focus on Anchor Text (Diversify), More Focus on Trust at the Core of

Integrity •  Public Relacons – Pitches, Interviews, CitaIons and more •  Social Engagement – RouIne Updates and CommunicaIon •  Thought Leadership – Become an Influencer, AuthoritaIve Content, Whitepapers,

Webinars •  Earned Shares – PosiIon High Quality Content Socially and Market •  Gamificacon – Customer Rewards, Loyalty, Badges, Discounts, Coupons •  CSEs (Comparison Shopping Engines) – Free or Paid (Google Merchant now Google

Shopping)

WHAT DOES A TYPICAL SEO CAMPAIGN SHOULD LOOK LIKE?

Website: www.pagetraffic.com Email: [email protected] Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com

THANK YOU!

Technology

SEO in the age of Panda, Penguin & Beyond