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Today’s Host:
Algorithm Changes & The Rise of Social Signals
Alex Dunks Senior SEO Account Manager
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Founded in 2004 Proprietary Attribution Tool
Custom KPI-based Scorecards 120+ Clients
SEARCH ENGINE OPTIMIZATION
PAY PER CLICK MANAGEMENT
SOCIAL MEDIA MARKETING
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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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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 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
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!
#webmarketing123 http://youtu.be/BS75vhGO-kk
Google’s Attitude Towards SEO
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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’s Attitude Towards SEO
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Google’s Attitude Towards SEO
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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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• Quality Content Originality, length, authority, quality and relevance
• Site Metrics
User experience, time on site, bounce rate, load time, etc
• Back-link Evaluation Link profile, quality and relevance
Google Update: Panda
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• Quality Content Originality, length, authority, quality and relevance
• Site Metrics
User experience, time on site, bounce rate, load time, etc
• Back-link Evaluation Link profile, quality and relevance
• Authority & Verification
Establishes and protects authorship
Google Update: Panda
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• Quality Content Originality, length, authority, quality and relevance
• Site Metrics
User experience, time on site, bounce rate, load time, etc
• Back-link Evaluation Link profile, quality and relevance
• Authority & Verification
Establishes and protects authorship
• Social Signals
Comments, social media response, reviews and citations
Google Update: Panda
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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
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!
#webmarketing123
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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How do Social Signals affect Search Results?
Social Authority is the logical extension of Link Authority.
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How do Social Signals affect Search Results?
Links are like‘votes’. Shares, Tweets and Retweets and Comments are also‘votes’.
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How do Social Signals affect Search Results?
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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http://www.seomoz.org/article/search-ranking-factors
What’s Coming Next?
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Tying It All Together
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Tying It All Together
Don’t play games with Google. Focus on generating original, relevant, shareable content.
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Tying It All Together
Don’t play games with Google. Focus on generating original, relevant, shareable content.
Infuse your social media efforts and share-worthy content with your keywords and key phrases.
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Tying It All Together
Don’t play games with Google. Focus on generating original, relevant, shareable content.
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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Request a Consultation: [email protected] bit.ly/wm123seo
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What can you gain from speaking with one of our analysts?
Social Media Audit
‘Cost of the Problem’ Analysis
Compare digital strategies
Take a hard look at your competitors
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