predicting google's next algorithm change

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Predicting Google's Next Algorithm Change

Alex DunksSenior SEO Analyst

Manager, Business DevelopmentWebmarketing123

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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

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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

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Consumers rely on Search to research products & services

4 Billion Searches Every Day

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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?

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"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

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

Manual (human) rating of websites+ Machine Learning

= Artificially Intelligent Search Results

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Google doesn't rank sites. It ranks pages.

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

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Stop trying to game the system.

Start producing the content that your users are looking for.

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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?

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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.

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Make a PlanKeyword Selection

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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

@webmarketing123 #123webinar

Make a PlanKeyword Selection

Keyword Mapping

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Make a PlanContent Guidelines

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Content Mapping Document

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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

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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.”

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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

@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:

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Link Strategy

Content is the fuel that powers a link building strategy

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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

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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

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MobilityCentral | simple, powerful mobility management

Transcription and Integrated Forms

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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

@webmarketing123 #123webinar

Author Rank

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

Use “Rel=Author” tag to denote author

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Establish Your Author Rank

An hour’s work will open doors…

plus.google.com/Authorship

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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

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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

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

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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

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Request a Consultation – seo@webmarketing123 Connect with me – mike.t@webmarketing123.com

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Supplementary Slides

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How do Social Signals affect Search Results?

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Live Site Analyses:

Does Google Your Website?