become and seo mega awesome superstar with the genero gb friday powerpoint lunch session
DESCRIPTION
Simple In-house SEO-presentation. Slightly edited to be able to have publicallyTRANSCRIPT
Jan 30, 2013
Become a mega awesome SEO ninja guru superstar with
the Genero GB Friday session
Not really. Mostly basics this time
I have no idea why this is January and I cannot change it
Jan 30, 2013
Content of the sesh1. How does Google work?
1. History (boring & easy)2. Today (evil)3. Tomorrow (totally sick and owns the
world. Probably)
2. How to get the most out of Google1. Content is king2. Links are God3. Brands are Chuck Norris
3. Google filters & penalties(All about cute penguins & pandas)
1. Filter vs penalty2. MUSH barffaus filter3. TecHeat Maalämpö filter4. Ikastetiket Penguin filter5. Hummingbird
Add something about Webmaster
guidelines here
And something funny about swedish
seo and why google sucks here maybe
Jan 30, 2013
How does Google work?
1. Relevancy. You need to write the words that you want to rank for on your website. (unless you got a shitload of links of course)
2. Power. You need to have other people talking about your site. (Links)
3. Brand. If you are a brand, you do not need to have as good content or links as other ones for ranking.
Show the exception too ffs.(link to exception)
Jan 30, 2013
Search engine history
Boring, but you’ll understtand better by knowing...
Starting to get harder
and harder to show up if
you are not a brand
Jan 30, 2013
Search engine history
1990’s: Only content matters. Mention the word most times, and you will be number 1 in Search Engines. Mention the words with most searches most times, and you will have most traffic. Example site
You could also buy spot 1 in search engines.
Result: This was too easy to trick. Search engine results became spammy and no-one used that search engine anymore.
Boring, but you’ll understtand better by knowing...
Jan 30, 2013
Search engine history
2000’s: Google is launched 1998. Google changed everything with their PAGERANK algorithm.
Google now counted links to sites and ranked them by BOTH content and Links.
Result. This was hard to trick. Google’s search result became the best one. Everybody started to use Google. They won.
Result 2. SEO-dudes started to make sites. A lot. And sell links.
Last slide was not that boring, right?
Jan 30, 2013
What links?Google counted every link as a ”vote” for that website. The website that mentioned a word, and had most votes reached number 1 in Google.
Website
WebsiteWebsite
Website
WebsiteMy
website
These ones are links
Jan 30, 2013
Google today
One example of google sucking
at seo some slides further
2010’s: Google finds out who are the ones trying to trick the search results with links, and filters them out
But Google wants to show the best search result
...so the sites with ”best content” gets away with a lot....and Brands gets a lot of benefits....Google also wants to show a diverse search result (means that one site of every type should show)
November 2013: Google does not know SEO
Jan 30, 2013
Google tomorrow?1. Google will start to know for real which
websites they should show in top, and stop counting stuff.
2. More intelligent ways of knowing what you want regardless of what you search.
3. Google becomes the internet. Only way to get traffic is through AdWords.
4. Google pushes their own services over the edge and people start using other search engines?
These ones are all just
me guessing
Jan 30, 2013
Get the most out of Google - Content is king?
Work with things that works NOW. (Good content + Good links)
Content:• Markup less important (h1, h2 mm) but still
used.• Relevancy more important than ever.• Write more free. Google know synonymes and
variations...
...But of course not in finnish...
Jan 30, 2013
Get the most out of Google - Content is king?
Jan 30, 2013
Get the most out of Google – Links are God?
Links:
Best: In-content links from relevant blogs, mediasites, newspapers and authorities & brands.Good (still): Infographic links, press-release links.Neither Bu or Bä: Forum links, Social media links, natural weak blog links.Bad: Too many sidebar links from blogs, footerlinks.Give to competitor: Blog-comment-links, autolinks, xrumer-blasts from fiverr, auto-forum-profile links.
Jan 30, 2013
Get the most out of Google – Brands are Chuck Norris
Become a ”Brand”:
Google favours brands. But how to tell Google that you are a brand?
Become a brand: Have a company-name, have links from sites listing companies. Have an address and phone-numbers on your site. (Have a Facebook page with many fans), have links from other brands and authorities, have links from articles (newspaper, PR) about your brand. Have a named person behind your content (G+ integration).
Jan 30, 2013
Google webmaster guidelines
Google’s how-to for SEO
Google says AVOID:Autogenerated contentParticipating in link-systemsCloakingShady redirectsHidden text or linksEntrance-pagesDuplicate contentParticipate in partner-programsFilling pages with irrelevant keywordsFaking rich-text-snippets
Do you always follow Google Guidelines?
Jan 30, 2013
Google webmaster guidelines
Google’s how-to for SEO
Google says AVOID:Autogenerated content The site with the map & the usergenerated
content site is breaking thisParticipating in link-systems All link buildingCloaking All our facebook-campaignsShady redirects All our facebook-campaignsHidden text or links html 5Entrance-pagesDuplicate content Drupal out of the boxParticipate in partner-programsFilling pages with irrelevant keywords Faking rich-text-snippets
Jan 30, 2013
Links in Google webmaster guidelines
Google: Do not do this:• Buying links (Transaction: Money, time, gift-card, good
content).• Overdoing Link exchange: ”Link to me and I link to
you”.• Overdoing Article-marketing and guest-
blogging or campaigns for getting bloggers to link.
• Advertorials• Pressreleases with exact match anchor texts• Overdoing Infographic-links• Widget-links from plugins• Forumlinks with exact match• Footerlinks (Site by Genero)
A big nono says uncle Google
Jan 30, 2013
Links in Google webmaster guidelinesSomething works too well, and Google
cannot algorithmically filter it out
Let’s put it in webmaster guidelines, then everybody stops doing it!
Smart guy google
Jan 30, 2013
Google does not know seo
Google found it, aaah, here it is, let’s put it back where it was!
Google has a SEO-guide. It ranked at spot #2. They moved it. They fucked up the 301 redirect.
Mediaanalys added the same guide to their own site.
What do you think
happens?
Jan 30, 2013
Google filters & penalties
Filter:
• Algoritmically. • Per URL or per
doman• Site or url get lower
rankings.• Sometimes message
in webmaster tools
Penalty:
• Manual action by Google employee.
• Always per domain.• Very rare.• Whole site
disappears from Google.
• BMW, Interflora, mm
Jan 30, 2013
Google filters
Thin content
Autogenerated content
Bad usergenerated content
Sit
ew
ide li
nks
Blo
grol
l lin
ks
Footer
linksToo high percent
exact match
anchor text links
Links from thin
content (pandasites)
I am the bad content kung-fu-Google-filter-panda
I am the bad links sherif that kills your site
Jan 30, 2013
Our sites in Google filters
Panda:
• No site that we have.
• The site with the autogenerated reference map might end up in Panda. Let’s fix that one.
Penguin:
• ### UK Too many spammy low quality links
• ###.fi/*** Sitewide exact match links
• ###.fi/*** Probably too high ratio exact match links
Jan 30, 2013
Google Hummingbird update
Hummingbird – not really a filterGoogles first step toward intelligence.
Google changes the meaning of your search term to something better if they think it is bad:
”Boende Stockholm under Ishockey VM” Hotell Stockholm”jag skall studera i stockholm, var kan jag bo?” Lägenheter i Stockholm
Killer
whale
Racoon
Any other black/white animal
Jan 30, 2013
Future Google
• Free wireless internet to whole world.• Balloons all over the globe
• Going in to solar- and windpower.• Buys land in Sahara
• Probably going to be ”the internet”.• Or overdo shit, loose users, and go bankrupt
Jan 30, 2013
Thank you
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