how to adapt your seo to the 5 recent google updates (sas con)
TRANSCRIPT
Yauhen KhutarniukHead of SEO at Link-Assistant.Com
@LinkAssistant
Facebook.com/linkassistant
How to adapt your SEO to the 5 recent
Google updatestactics you can implement to your website right now
Challenges:
httpsPanda Mobile Site speedPenguin
Panda: challenges
• Content is not truly original• Duplicate or overlapping content• Syndicated content• URL based duplication
Panda: the worst case
Free template
Irrelevant title
Variety topics
Many o/b links
Not unique
Panda: warning
• Typical for ‘blog networks’• Backlinks from such pages may harm
your website
Panda: overlapping content
Very similar products
Same description
Same images
Heavy template footprint
Panda: URL based duplication
• URL 1: http://www1.macys.com/shop/product/dyson-dc65-animal-plus-upright-vacuum?ID=2278023&CategoryID=51902&LinkType=#fn=PRICE%3D250.0|500.0%26sp%3D1%26spc%3D11%26ruleId%3D%26slotId%3D2
• URL 2: http://www1.macys.com/shop/product/dyson-dc65-animal-plus-upright-vacuum?ID=2278023&CategoryID=51902#fn=sp%3D1%26spc%3D19%26ruleId%3D%26slotId%3D2
• URL 3: http://www1.macys.com/shop/product/dyson-dc65-animal-plus-upright-vacuum?ID=2278023&CategoryID=23481
• URL n: …
Panda: quick analysis (WebSite Auditor)
Panda: solutions
• Continuously audit your websites• Develop content strategy• Create incentives for user generated content• De-index or use Canonical for thin and duplicate content
Panda: Different approach
Create GREAT content!!
Remove content!!
Panda: what to remove from SE index
• Terms and conditions/ Policies/ Disclaimers and similar pages• Discontinued items• Outdated promotions and special offers• One product but different color/ size/ dimensions
Panda: how to remove content
Completely Remove Content
Block From Indexation Thin Content or Similar Pages
• 404 response code• 301 response code
• List pages in robots.txt• Mark with robots meta tag
Use rel=“canonical” tag
Panda: ‘rel canonical’ how to
• Indicate the preferred URL with the rel="canonical" link element<link rel="canonical" href="https://mydomain.com/canonical.html" />• Insert only ONE tag per page• Use absolute URLs to eliminate errors• Insert rel="canonical" in <head> only
Keep your sitemap.xml free of useless links
Panda: quick analysis (WebSite Auditor)
Penguin: challenges
• A lot of same type backlinks• Low anchor diversity• ‘Non-editorial’ backlinks• Negative SEO
Penguin: ‘unnatural’ link profile (SEO SpyGlass)
Over 80% of links have the same anchor text
97% of links point to the home page
Many site wide links
A lot of domains belong to the same IP networks
Penguin: detecting dangerous backlinks
• Backlink domain not indexed
• Non-editorial links
• Links come from irrelevant pages
• Links come from pages in other languages or irrelevant local TLDs
• Links come from same IPs or C-blocks
• Links come from comments/ forum posts/ directories/ rss feeds
• Low anchor variety
Penguin: Google Analytics custom alerts
Penguin: manual penalty or algorithm?
Penguin: manual penalty or algorithm?
Algorithm Manual Penalty
• No need to submit the reconsideration request
• Less strict criteria• Only a fraction of links might be
removed
• You must submit the reconsideration request
• Review the examples of unnatural links provided in Search Console
• Apply stricter quality criteria• Remove or disavow a link, if in doubt
Penguin: solutions
• Continuously audit backlinks (SEO SpyGlass, Majestic, ahrefs)• Monitor organic traffic• Check out warnings in Search Console• Clean up backlink profile• Disavow (https://www.google.com/webmasters/tools/disavow-links-
main)
Mobile: challenges 20%
80%
Traffi c
60%
40%
Sales
Mobile: is your website mobile friendly?
Mobile-friendly testhttps://www.google.com/webmasters/tools/mobile-friendly/orSearch Console
Mobile: is your website mobile friendly?
Mobile: solutions
• Responsive web design• Dynamic serving• Dedicated URLs
Mobile: dedicated URLs
Pros Cons• Easier changes• Custom user experience
• Faulty device detection• Faulty redirects• Multiple URLs for one piece
of content• Need to maintain two
website versions
Mobile: dedicated URLs – SEO setup
• On the desktop page: add rel=”alternate” tag pointing to the corresponding mobile URL.
<link rel="alternate" media="only screen and (max-width: 640px) “ href="http://m.mydomain.com/page.html" >
• On the mobile page: add rel=”canonical” tag pointing to the corresponding desktop URL.
<link rel="canonical" href="http://www.mydomain.com/page.html" >
Mobile: dynamic serving
Pros Cons
• One URL for all content• Custom user experience• Easier changes• Faster loading
• Faulty device detection
Mobile: dynamic serving – SEO setup
• Use Vary HTTP header to signal that html content depends on the user-agent.
HTTP/1.1 200 OK
Content-Type: text/html
Vary: User-Agent
…
• Maintain the list of user-agent strings for the correct device detection
Mobile: responsive web design
Pros Cons
• One URL for all content• Better user experience• No redirects• Fast load
• Unknown :)
Mobile: responsive design – SEO setup
• Use meta name="viewport" tag to tell the browser how to adjust the content.
<meta name="viewport" content="width=device-width, initial-scale=1.0">
Mobile: common issues
• Keep mobile resources (CSS, Java) crawlable• Mobile content should crawlable too• Double check redirects• Mobile device identification
Site speed: challenges
• Bad user experience = lower conversion rates• Slow web pages get lower rankings
Site speed: solutions
• Test: https://developers.google.com/speed/pagespeed/insights/• Avoid unnecessary redirects• Optimize images• Use browser caching• Prioritize visible content• Use asynchronous scripts
https: challenges
• Customers expect personal data and transactions to be secure• https is yet another ranking factor• Google wants https to be everywhere
https: solutions
• Test: https://www.ssllabs.com/ssltest/analyze.html• SSL certificate (Rapid SSL, Global Sign, Comodo)• Static dedicated IP• If you use CDN, make sure it supports SSL• All internal links must be https• Redirect from http to https• SSL may slow down your website
Resources:
• Google Search Console: https://google.com/webmasters/tools• Robots.txt page: http://www.robotstxt.org/• Rel Canonical: https://support.google.com/webmasters/answer/139066?hl=en• Mobile test: https://www.google.com/webmasters/tools/mobile-friendly/• Speed test: https://developers.google.com/speed/pagespeed/insights/• SSL test: https://www.ssllabs.com/ssltest/• SEO PowerSuite Tools: https://www.link-assistant.com
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