seo in the age of panda, penguin & beyond

Navneet  Kaushal  CEO  PageTraffic  

SEO in the Age of Panda, Penguin, Hummingbird & Beyond

www.pagetraffic.com  

Have you created your own Authorship Yet?

Have you created very first Video clip?

Have you made a Video Profile?

Does your website has unique as well as Newsworthy Content? Do you know exactly how to focus on long tail as well as main keywords in a right way?

Did you observe your link profile yet?

Growth of Google Queries in Last 5 yrs!

Number  of  Searches/Day  on  Google  

3 Billion Searches/Day (announced Aug. 2012)

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SERP  Features  In  2013,  Google  Introduced  more  search  engine  results  page  features  than  ever.  

7-­‐RESULTS  SERPS  

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10-­‐RESULTS  SERPS  

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EVENT  SITELINKS  SERPS  

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GOOGLE+  BRANDS  SERPS  

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PAID  SHOPPING  (LEFT)  SERPS  

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PAID  SHOPPING  (RIGHT)  SERPS  

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KNOWLEDGE  GRAPH  (KG)  SERPS  

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RELATED  SEARCH  CAROUSEL  SERPS  

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LOCAL  CAROUSEL  SERPS  

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AUTHORSHIP  THUMBNAIL  SERPS  

Star Ratings, Reviews & Price

Author Photo

Date of Publication

Video Snippet

RICH  SNIPPETS  AND  SCHEMA  MARKUP  SERPS  

MAJOR  GOOGLE  UPDATES  IN  LAST  1.5  YRS  

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•  Hummingbird  •  Google  Panda:  25+  updates  •  Google  Penguin:  4  updates  •  Exact-­‐Match  Domain  (EMD)  Update    •  Page  Layout:  2  updates  •  7-­‐Result  SERPs  •  Link  Warnings  •  Knowledge  Graph  •  Venice  •  Other  Monthly  Updates:  390  

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SEO  

SEO  

GOOGLE  PENGUIN    

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SEO  

SEO  

SEO  

GOOGLE’S  EXACT  MATCH  DOMAIN  UPDATE  

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GOOGLE’S  EXACT  MATCH  DOMAIN  UPDATE  

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HUMMINGBIRD  UPDATE  

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HUMMINGBIRD  UPDATE  

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"In  general,  Hummingbird  –  Google  says  –  is  a  new  engine  built  on  both  exisIng  and  new  parts,  organised  in  a  way  to  especially  serve  the  search  demands  of  today,  rather  than  one  created  for  the  needs  of  10  years  ago,  with  the  technologies  back  then"  

•  No,  SEO  is  not  yet  again  dead.  •  Google’s  saying  there’s  nothing  new  or  different  SEOs  or  publishers  

need  to  worry  about.  •  Have  original,  high-­‐quality  content.  Signals  that  have  been  important  

in  the  past  remain  important.  

“Our guidance to webmasters is the same as always — we encourage original, high-quality content, since that’s what’s

best for web users.” Google

Link  Building  

On-­‐Page  Basics  

In  2008,  SEO  Was  This  

LINK  BUILDING  

UX  

CONTENT  STRATEGY  

MOBILE    

SITE  SPEED  

VIDEO  ON-­‐PAGE  

SEO  

CONTENT MARKETING

In  2013,  SEO  is  This  

Google Webmaster Tool Crawl Errors

Fix  the  404  Errors..  Build  “Links”.  

MASTER  TECHNICAL  SEO  

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MASTER  TECHNICAL  SEO  

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MASTER  TECHNICAL  SEO  

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MASTER  TECHNICAL  SEO  

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Forget keywords as anchor texts

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Build  Links  WITH  Your  Content  to  

Win.    

Build Content With High Search Link Intent

KEYWORD  “FACTS”  KEYWORD  “INFORMATION”  

KEYWORD  “DATA”  

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Long-­‐Tail  Passive  Link  Building  

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hbp://ubersuggest.org  

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•  AlphabeIcally  sort  to  see  which  query  shows  up  the  most.  

•  Build  a  content  around  it,  put  it  on  your  blog  and  promote.  

•  Build  internal  links  with  that  anchor  text  and  share  on  social  media  channels.  

•  Watch  twicer  searches  and  recommend  to  people  who  are  asking  for  those  recommendaIons.  

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From  PageRank  to  AuthorRank  

Hire/Engage W/ Writers Authoritative on a Subject on Google+

Build A Reusable, Authoritative Guest Author

It  doesn’t  macer  if  you  have  a  footprint  if  you  don’t  suck.  

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Sourcing  Guest  Post  Opportunices  

hcp://www.google.com/blogsearch  

FIND  THE  ROUNDUP  POSTS  

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Think  branding.  Link  building  is  more  efficient  when  used  as  a  brand  building  tool.  And  given  that  Google  is  favoring  brands  on  search  results,  then  link  building  (when  done  right)  can  definitely  hit  more  birds  with  one  stone.  

LINK SEARCH TOOL!

hcp://www.soloseo.com/tools/linkSearch.html  

INSTANTLY GENERATE

SEARCH OPERATORS"

 IN  2013  WE  OPTIMIZE  EVERTYTHING  

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CHANGING  TIMES  

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Old  School  “SEO”  •  No  “Employees”  

•  Press  Release  Blasts    

•  Form-­‐Field  Only  

•  In  “SEO  Friendly  Directories”    

•  Links  Grow  in  Spurts    

•  “Content”  is  Auto-­‐Generated  

New  School  SEO  

•  Employs  Real  People    

•  Earns  MenIons  in  Media  

•  Detailed  Contact  Info    

•  Registered  w/  Official  Bodies  

•  Link  Growth  Follows  Social  Signals  

•  Content  is  Slow,  Steady  &  AuthenIc      

•  Brand  -­‐  Google  focus  on  big  brands  •  CitaIons  &  Trust  –  Google  rewarding  these  signals  •  Social  –  IdenIty  signal:    +1  content  =  higher  CTR  (indirect  relaIon)  •  Personalized  Search  is  a  Reality  –  Affects  SEO  through  social  connecIons  and  

increased  CTR  (indirect  relaIon)  •  Authorship  –  IdenIty  signal:  rel=Me/Author  (AUTHOR  RANK)  

 SERP  Rankings    

•  SIll  important  to  understand  the  health  of  a  site  •  Focus  should  be  placed  more  on  what  AnalyIcs  is  telling  you:  

•  Conversion  OpImizaIon  •  CTR  and  Time  on  Site/Page  

•  Google  uses  human  quality  raters  extensively  in  tesIng  algorithm  changes    

NEW  SEO  STRATEGY  

•  Brand  vs.  Non-­‐Branded  •  Organic  Traffic  InteracIon  Goals  (or  Events)    

•  The  anIcipated  merge  between  SEO,  SMO  and  Content  MarkeIng  with  PR  is  now  and  is  Itled  Inbound  MarkeIng  

•  Not  just  Press  Releases  •  CreaIng  relaIonships  with  communiIes,  blogs,  news  outlets  •  Guest  Blogging  with  authoritaIve  authors  

SEGMENTED  TRAFFIC  

•  On-­‐Site  Opcmizacon  (Technical  –  Within  Google  Guidelines)  •  Content  –  Fresh  ON  and  OFF  Site  Content  (High  Quality)  •  Guest  Blogging  –  RelaIonship  Focused  /  Relevancy  •  Brand  Monitoring  –  High  Priority  on  Reviewing  your  Link  Profile  •  Link  Building  –  Less  Focus  on  Anchor  Text  (Diversify),  More  Focus  on  Trust  at  the  Core  of  

Integrity  •  Public  Relacons  –  Pitches,  Interviews,  CitaIons  and  more  •  Social  Engagement  –  RouIne  Updates  and  CommunicaIon  •  Thought  Leadership  –  Become  an  Influencer,  AuthoritaIve  Content,  Whitepapers,  

Webinars  •  Earned  Shares  –  PosiIon  High  Quality  Content  Socially  and  Market  •  Gamificacon  –  Customer  Rewards,  Loyalty,  Badges,  Discounts,  Coupons  •  CSEs  (Comparison  Shopping  Engines)  –  Free  or  Paid  (Google  Merchant  now  Google  

Shopping)  

WHAT  DOES  A  TYPICAL  SEO  CAMPAIGN  SHOULD  LOOK  LIKE?  

Website: www.pagetraffic.com Email: navneet@pagetraffic.com Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com

THANK YOU!