7 changes to Google’s search results

And how they affect you

@JustinDeaville

/ / 9

However... We have a problem!

Cost of acquiring traffic is increasing

Source: WordWatch

SEO competition is getting tougher

The internet is becoming less open

More marketing media

buy tea online

Pay per click

(PPC) ads

More

PPC ads

appear

here

PPC

ads

buy tea online

6% click here ...

or here.

Or

here

buy tea online

Organic

results:

buy tea online

Organic

results:

30-40% click on 1st result

Organic

results:

40% 1st

2nd

3rd

4th

40%

12%

9%

1st

2nd

3rd

6% 4th

1st page

clicks?

90% *

* Percentages will vary

by keyword

1st position

10th position

1,400%

1st position

10th position

Google Instant 1

Google Instant

Google Instant

Google Instant: so what?

What does this mean for digital marketers?

Google Instant: so what?

• Focus on top spot

Google Autocomplete 2

Google Autocomplete

Google Autocomplete

Google Autocomplete: so what?

• Target Google’s suggestions

• Use Ubersuggest.org

Google Autocomplete: so what?

• Are you ranking for your brand terms?

Personalised search 3

Google Instant

Personalized Incognito result

Personalised search

What does this mean

for digital marketers?

Rich snippets

More on rich snippets

bit.ly/snippets-guide

Personalised search: social signals 4

Social signals are like votes

Personalised search: so what?

• Get active on social media

Google services

Google’s Panda updates 5

Panda “is designed to reduce rankings for low quality sites”.

Matt Cutts, Google’s head of web spam

Panda’s objective

Google Panda Too many ads goes here

Ads here

Ads here Ads

here

What causes a Panda penalty?

• Low amount of original content

• High bounce rates

• Low visit times

• Low return rates

How to avoid a Panda slap

• Create unique accessible content

Penguin 6

Don’t stuff keywords into your copy

Don’t build spammy links

• Directory links

• Automated links

• Paid links

• Link networks

• Footer links

A horrible graph

How to recover from Penguin

• Link review

How to recover from Penguin

• Link review

• Link removal

How to recover from Penguin

• Link review

• Link removal

• Disavow

A less horrible graph

More on Penguin recovery

bit.ly/get-ranking

Venice 7

Location matters

Venice: local content is crucial

Change your location

Venice: International SEO

Site structure

Location

Language

Google NCR*

US: google.com/ncr

Australia: google.com.au/ncr

*NCR stands for ‘No Country Redirect’

India: google.co.in/ncr

South Africa: google.co.za/ncr

UK: google.co.uk/ncr

Not provided 8

John Wanamaker

“Half the money I spend on

advertising is wasted ...

John Wanamaker

“Half the money I spend on

advertising is wasted ...

The trouble is, I don't know

which half.”

Increase in (not provided) traffic

Not provided - not fussed

• Integrated approach

• Monitor landing pages, not keywords

• Call tracking

Hummingbird 9

Hummingbird: conversational results

Conversational results

• Before: calorielab.com

• After: www.pizzahut.com/nutritionpizza.html

Northern Trust

Market Research

Plan Site Structure & Navigation

Create & Optimise Content

Build Links & Promote the

Brand

Monitor Measure Analyse

Is content indexed and accessible?

Northern Trust

Is content relevant?

From click to conversion

↓ Search results

↓ Landing page

↓ Conversion

Northern Trust

Northern Trust

Northern Trust

3 C’s of an integrated approach

Coherent

Consistent

Creative

Any questions