Keeping up with Google
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Transcript of Keeping up with Google
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Keeping Up With
Alex Membrillo, CEO
@alex_membrillo
@cardinalws
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Cardinal Web Solutions is a creative group of marketing professionals skilled at leveraging traditional and innovative mediums empowering small to medium-sized businesses and national brands. We focus on driving your profits through improved search results rankings, increased website traffic, social media orchestration, and other interactive marketing techniques.
About Cardinal Web Solutions
Atlanta’s #1 Interactive Marketing Agency
Proprietary and Confidential 2
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Before we begin…
• Interrupt me with questions!
• If you don’t there is still designated Q&A time, tweet your
questions to #BLAHBLAHBLAH
• Smile at who you’re sitting next to, you’ll be working together
today
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Keeping Up With Google
1. How well do you know your Google Algorithm updates?
2. Integrated Search Strategies
3. Activity
4. Measuring search campaign results (the right way)
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What’s Up With Google
Algorithm Updates?
Proprietary and Confidential 5
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Google's response to your query about chocolate includes a
knowledge graph listing about Snickers candy bars. Which
penalty or update contributed to the satisfying answer?
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• Panda
• Penguin
• Hummingbird
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A skydiving website contains several pages with very
similar content. Which penalty or update sent their rankings
plummeting?
• Panda
• Penguin
• Hummingbird
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70% of a Chicago plumber's backlinks contains anchor text
that reads: "Chicago plumber." Which penalty or update
flushed his rankings down the drain?
• Panda
• Penguin
• Hummingbird
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A magic & novelty shop decided to save money by cutting
all web page content to 50 words or less. Which penalty or
update caused their rankings to vanish into thin air?
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• Panda
• Penguin
• Hummingbird
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An antique shop's SEO strategy involved thousands of links
from spammy sites. Which penalty or update made
their page one rankings a thing of the past?
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• Panda
• Penguin
• Hummingbird
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Proprietary and Confidential
Panda
Released: February 2011
Purpose: To fight web spam by preventing sites
with poor quality content from achieving top
rankings on the Google SERPs
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Proprietary and Confidential
Panda
Best practices to avoid being penalized:
1. Avoid “thin” content
• Landing page content: 500+ words
• Blog content: 400+ words
2. Avoid duplicate content
• Create ONLY unique, useful and relevant content for your site
3. Avoid featuring primarily advertisements “above the fold” and
pages dominated by advertising
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Proprietary and Confidential
Penguin
Released: April 2012
Purpose: To freeze out sites that
are using over-optimized and
low-quality linking practices
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Proprietary and Confidential
Penguin: Best Practices To Avoid Penalties
1. Diversify your keyword anchor text keywords by using the 80/20
rule
• 80% of your anchor text should be branded keywords and
the remaining 20% of keywords can be keywords related to
your business or services (keywords you want to rank for)
2. Avoid “keyword stuffing.” Use keywords naturally in the flow of
content, along with related forms of keywords
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Proprietary and Confidential
Penguin: Best Practices To Avoid Penalties
3. Avoid / remove backlinks from low-quality,
“spammy” sites
• Types of links to identify:—Links from “link farms” (pages with little content and many links)—Blog networks, including guest-blogging networks —Blog commenting spam—Forum signature spam with exact match anchor text—Article marketing links with signature spam—Low-quality directories
• Use Google Disavow tool to get rid of the
junk
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Proprietary and Confidential
HummingbirdReleased: September 2013
Purpose: To improve search results through better interpretation of search queries
As opposed to updates like Panda and Penguin, Hummingbird is a
complete retooling of Google’s algorithm. The focus is on understanding
the intent behind a search—rather than simply the individual words used
in the search—and returning the most useful results.
One example given by Google of a before-and-after Hummingbird:
“acid reflux prescription.” Pre-Hummingbird results for this query featured
mainly a list of drugs, while current results also feature articles and news
stories about the disease in general, including alternative treatments.
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Adapting an integrated
search strategy
Proprietary and Confidential 18
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What comes to mind when you
hear “integrated search strategy?”
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Integrated Search Strategy
1. Technical SEO
2. Content
3. Social Media
4. Paid Search
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Technical SEO Goal: Audit and optimize websites for
consistent visibility on search engines.
Strategy:
Website structure
Indexing submissions
Keyphrase Strategy
On-site optimization
Implementation of tracking signals
Link building21
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Content MarketingGoal: Produce compelling content that builds
customer base by addressing pain points for each
segment of target audience.
Strategy:
Define pain points for target demographics
Build campaign based on marketing objectives,
distribution channels and potential audience reach:
Expert content for brand authority
User reviews for trust factor
Branded content for loyalty
Social Media for brand awareness22
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Social Media
Goal: Increase brand awareness and
customer base through social media sites.
Strategy:
Facebook Insights
Social Listening
Engage audience in conversations
#FindNewsjackingOpportunities
Videos
Make your brand relatable
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Paid SearchGoal: Drive conversions through targeted
advertising strategies that reach users at key
points in the purchase process.
Strategy:
A/B testing
Paid search ads within results page
Display advertising
Remarketing campaigns
Conversion testing and optimization
Custom goal tracking
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Increase ROI
Test & share strategic keywords for optimal CTR and
conversions
Brand lift through multiple channels at once
Monitoring & reporting for SEO/PPC can be done
through one medium
Benefits of Integrated Search
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Implementing Integrated Search Campaigns
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Goals
Short-term goals?
Long-term goals?
Align campaign strategy and
reporting
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Understand the audience
Listen to audience
What segments are on each channel?
What are their pain points?
Consumer Insights
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Site Structure
Indexing
Search for branded terms
Google cache
Duplicate content
Accessibility
Technical Audit
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Get all teams involved to
speed up processes
Channels consumers come
from?
New visitors vs. Returning
visitors
Search for branded terms
Brand Strategy
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SEO + PPC =
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Integrated Opportunities: Data-driven
Content Strategies
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Integrated opportunities: Guest Blogging (Wisely)
Proprietary and Confidential
Guest Blogging = combines new school
of thought (content!) with old school
tried and true methods (link earning)
Guest Blogging
Most Powerful Link EquityBrand AwarenessIndustry AuthorityUser Experience
Press Releases
Most Powerful Link EquityBrand AwarenessIndustry AuthorityUser Experience
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Integrated opportunities: Guest Blogging (Wisely)
Proprietary and Confidential
The Golden Rules of Guest
Blogging:
1. No one night stands.
2. Write awesome content.
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Integrated opportunities: User-generated content
Proprietary and Confidential
Focusing on/Understanding the
Consumer
Keyword
Opportunities/Authority
User engagement
Conversions
Brand
awarenessGreater word-of-
mouth advertising
Consumer
loyalty
Site
depth
Visibility
Overall
online
authority
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Proprietary and Confidential
1. Invite consumers to engage
with your brand online.
2. Inspire the conversation
(ie. fake it til you make it)
3. Incentivize, incentivize,
incentivize!
Integrated opportunities: User-generated content
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How should you (or your agency)
measure your SEO campaign’s
success?
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Poll: Which is most important to you for measuring
your SEO campaign’s success?
• Keyword Rankings
• Website Traffic
• Goal Completions (Form fills,
Phone calls, Purchases, etc.)
• Number of backlinks
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Proprietary and Confidential
KPIs:
Let’s talk about
those SEO keyword
ranking reports
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1. With Google secure search, you don’t know which
keywords are actually driving your website traffic
anymore
KPIs: Problems with Measuring Keyword Rankings
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2. You’re missing out
on the long-tail
keywords
• Over 70% of searches are long-tail searches.
• Google’s Keyword tool doesn’t account for these.
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KPIs: Problems with Measuring Keyword Rankings
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3. The structure of the SERP continues to evolve
2006
Quite
basic
KPIs: Problems with Measuring Keyword Rankings
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3. The structure of the SERP continues to evolve
2008
Top
Navigation
Prominent
Ads
KPIs: Problems with Measuring Keyword Rankings
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3. The structure of the SERP continues to evolve
2010
Local listings,
Maps,
Review Data,
Universal
Search,
Structured
Data
KPIs: Problems with Measuring Keyword Rankings
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3. The structure of the SERP continues to evolve
2014
Knowledge Graph
Local Carousel
Local Listings
Ad Extensions
Google offerings:
Google My Business,
Google+,
authorship, Google
Shopping
Video results
News results
Social results
KPIs: Problems with Measuring Keyword Rankings
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KPIs: What Should Your SEO Reports Tell You?
Reach: This is more important than Organic Search Traffic, because it includes Referral
and Social Traffic.
Endorsements: Links, Mentions, Press, Social Authorities. Creates an SEO Feedback loop – you
can reach out to people and form relationships
for new link building opportunities.
KPIs: Business objectives, Goals, Conversions, Assisted Conversions, Sales, Leads, Revenue.
The Bottom Line: Your reports should show how SEO’s efforts resulted in
achieving your business goals.
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How well is your strategy
working?
To download today’s presentation as
well as receive a Complimentary
Search Audit visit -
www.cardinalwebsolutions.com/AMA
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