a history of google algorithm updates - and what to do next by kenny davies
DESCRIPTION
Content optimisation specialist Kenny Davies discussed what Google has been getting up to in terms of tweaking its algorithm in recent times, and made predictions as to what is likely to come next and how brands should prepare for these changes. If you have any further questions please feel free to get in touch! twitter.com/axonnmedia [email protected] +44 (0) 207 517 2200 www.axonn.co.uk You can also subscribe to our weekly newsletter to be kept up to date with the latest in content marketing: go.axonn.co.uk/newsletterTRANSCRIPT
A history of Google Algorithm Updates and what to do next Kenny Davies Axonn Media
Timeline - Google Algorithm Updates
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http://www.axonn.co.uk/blog/history-of-google-algorithm-updates
Distribution since 2010
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Yearly Updates – Quarter Split
Pandas and Penguins since 2010
February 2011 – First release of Google Panda
Seeks to devalue websites for: • Duplicate content • Low-quality content • Thin content • Keyword-stuffed content
Pandas and Penguins
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What a penalisation looks like Web traffic drops overnight by removing keywords from the Search Engine Results Pages (SERPs)
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What the rankings look like
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Positions 1-5 disappear Positions 6-10 move further down to 11+
How content marketing feeds Panda...
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Unique, value-adding content ensures new people find the site and relationships are built with existing users.
E-A-T • Expertise • Authoritativeness • Trustworthiness
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Pandas need to E-A-T!
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Every piece of content can do something different depending on the site’s needs.
Google Penguin: Web spam protection
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• Relevant to the website
• From a high-authority site
• Appearing naturally in context
e.g. Google has implemented a new algorithm.
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What a link needs to be
Content feeds Panda & attracts backlinks When content is linked to by another website, authority is passed on and SERP rankings get a boost.
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Linkbait Content created to generate links: - Infographics - Videos - How-tos
Google’s main algorithm “Caffeine” which
contains Penguin, Panda and about
another 200 smaller algorithms
updated to Hummingbird
(August 2013).
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Developments
• Make sure Pandas are fed with E-A-T
• Make this content so valuable that others link
to you because of it.
• This will help with SEO as well as aiding users
on their journey through your site.
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Google will focus on content
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Timeline - Google Algorithm Updates
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http://www.axonn.co.uk/blog/history-of-google-algorithm-updates
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