Predicting Google's Next Algorithm Change

37
@webmarketing123 #123webinar Predicting Google's Next Algorithm Change Alex Dunks Senior SEO Analyst Manager, Business Development Webmarketing123

description

“Animalgorithms” like Panda and Penguin continue to disrupt dated SEO, aggressively shaking outdated websites and shoddy SEO to the bottom, and raising up higher quality, content-rich sites that attract real links and likes. AuthorRank Rules: As infographics, articles, and press releases proliferate, Google has developed new ways to rank that content based on authority and relevance. Are your virtual press credentials in order? The Social Layer Will Drive SEO Google’s been harvesting data from the 100 million active monthly users of its “social layer”, Google+. How are they using it to crowdsource their search rankings and surface the freshest relevant content?

Transcript of Predicting Google's Next Algorithm Change

Page 1: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Predicting Google's Next Algorithm Change

Alex DunksSenior SEO Analyst

Manager, Business DevelopmentWebmarketing123

Page 2: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Since 2004, we’ve employed a metrics-based approach to converting online visibility into measurable business results.

Digital Marketing Agency specializing inSEO / PPC / Social Media / Website Design

2012 WE’RE ONE OF THE FASTEST GROWING PRIVATE U.S. COMPANIES

Page 3: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Are the slides available?

Tweet today’s event using #123webinar

Stay informed by following us.

Ready to take the next step with us?

Some Practical Matters

Yes! Just email [email protected]

Request a Complimentary SEO Assessment Today.

@webmarketing123

facebook.com/webmarketing123

webmarketing123

Page 4: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Page 5: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Off-Page: Link DiversityBe the most popular kid in class

1

3

Agenda

2

Author RankGoogle will be asking for your credentials and references

4

Recent Algorithm UpdatesAnd the case for content creation

On-Page: Content Quality & DiversityPlan well before your start building

Page 6: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Consumers rely on Search to research products & services

4 Billion Searches Every Day

Page 7: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

www.seomoz.org/google-algorithm-change

Google's reputation is at stake every time a user searches

500 Algorithm Updates each year

When’s the last time you updated your SEO strategy?

Page 8: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

"Caffeine" Update allowed for near instant indexing, to feed the hunger for real time information.

"Farmer" & "Panda" struck at content scrapers & other poor quality websites where paid links are often placed.

"Penguin" struck at shoddy and short-cut optimization tactics.

Some Recent Highlights

Page 9: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

The Algorithm recognizes the look & feel of a high quality website

Manual (human) rating of websites

+ Machine Learning

= Artificially Intelligent Search Results

Page 10: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Google doesn't rank sites. It ranks pages.

Every page must assert its relevance for a particular search term.

Page 11: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Stop trying to game the system.

Start producing the content that your users are looking for.

Page 12: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

70% B2B buyers are moving 60-70% of the

way through the sales funnel before they engage directly with sales reps.

Is your website robust enough to function as a virtual sales force?

Page 13: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Content:

You need it to preserve or improve your search rankings.

You need it to address today's "self-educating" prospects.

But first you need a plan.

Page 14: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Make a Plan

Keyword Selection

Page 15: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Off-Page: Link DiversityBe the most popular kid in class

1

3

Agenda

2

Author RankGoogle will be asking for your credentials and references

4

Recent Algorithm UpdatesAnd the case for content creation

On-Page: Content Quality & DiversityPlan well before your start building

Page 16: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Make a Plan

Keyword Selection

Keyword Mapping

Page 17: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Make a Plan

Content Guidelines

Page 18: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Content Mapping Document

Page 19: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Content SilosConsider your site’s thematic structure

• Thematically Group Pages Around Keywords

• Link Pages Within The Same Groups To Further Strengthen Theme of Website

• Search Engine Spiders Can See a Theme Across Your Site That Makes Sense

Mobile

Enterprise

SMB

Other Relevant Internal Pages

MobileSMB Enterprise

Page 20: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Use Canonical Tags to differentiate pages with similar content.

“Google, of all these pages with identical content, this page is the most useful. Please

prioritize it in search results.”

Page 21: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Off-Page: Link DiversityBe the most popular kid in class

1

3

Agenda

2

Author RankGoogle will be asking for your credentials and references

4

Recent Algorithm UpdatesAnd the case for content creation

On-Page: Content Quality & DiversityPlan well before your start building

Page 22: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Your WebsitePage Title, URLs, Keywords, Content, Internal Links...

Links Pointing to Your WebsiteRelevant Industry Directories, Top Level Directories (Yahoo, etc), Forums, Blogs, Article Syndication, Press Releases...

SEO has two parts:

Page 23: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Link Strategy

Content is the fuel that powers a link building strategy

Page 24: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Success Requires Diversified Content & Links

Press Releases &Media Coverage

Relevant Industry Directories

Social Media Profiles

Online Forums (Quora, etc.)

Guest Blog Posts

Content Syndication

Video

Page 25: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

An indexed video stands a 50X chance of ranking on first results page than any textual page.

And a 41% higher click-through rate than a plain text ad.

(Forrester Research)

(ReelSEO)

SEO Value of Video

Page 26: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

MobilityCentral | simple, powerful mobility management

Transcription and Integrated Forms

Page 27: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Off-Page: Link DiversityBe the most popular kid in class

1

3

Agenda

2

Author RankGoogle will be asking for your credentials and references

4

Recent Algorithm UpdatesAnd the case for content creation

On-Page: Content Quality & DiversityPlan well before your start building

Page 28: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Author Rank

Google gives preference to content published by authenticated and established authors.

Use “Rel=Author” tag to denote author

Page 29: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Establish Your Author Rank

An hour’s work will open doors…

plus.google.com/Authorship

Page 30: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Other ways to Boost Your Author Rank

Answering questions on Quora can surface you in Bing's Social Sidebar

An author’s Klout score &# of Twitter/G+ followers matter

Page 31: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

How are Mobile & Voice Search impacting SEO?

Search results on mobile devices favor websites that are optimized for mobile. Load times and usability are key.

Small screens and voice search intensify the “winner-take all” trend: 2/3 of clicks go to the top 3 results.

http://goo.gl/foKMt

Page 32: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

WE ARE EXPERTS AT BUILDING TOP LINE REVENUE GROWTH FOR GLOBAL ENTERPRISES WITH TARGETED, COST-EFFECTIVE DIGITAL MARKETING

Page 33: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Thank you! We invite you to:

Download the 2012 State of Digital Marketing ReportAvailable on our homepage -

Get a ConsultationTalk to a digital marketing expert about your:

SEO/PPC/Social Media Marketing Measurement/Analytics Approach Lead Gen Effectiveness

Attract more quality prospects Improve organic search rankings Convert more leads

webmarketing123.com

Request a Consultation – seo@webmarketing123 Connect with me – [email protected]

Page 34: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Supplementary Slides

Page 35: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Page 36: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

How do Social Signals affect Search Results?

Page 37: Predicting Google's Next Algorithm Change

@webmarketing123 #123webinar

Live Site Analyses:

Does Google Your Website?