panda, penguin, penalties and more: staying on top of algorithm updates
DESCRIPTION
Are you overwhelmed by what seems like constant Google changes, worried about lost traffic, or just not sure if there are any worthwhile SEO "best practices" left? Here's the good news: Updated SEO tactics give marketers more benefits and potential ROI than ever before. The challenge is not to navigate around each new algorithm, but to create an SEO strategy that is not at risk of penalties and will not be affected by (or could even benefit from) the next major update. This deck covers: -- How to build an SEO strategy that responds smartly to algorithm updates while carefully considering the future changes we know are coming. -- What Google's machine learning updates and recent artificial intelligence acquisitions means for SEO. -- How marketers can still attract more valuable search traffic to their site with the right approach. -- Tips for successfully responding to penalties, and how to avoid them in the first place, with a first-hand account of a successful Google penalty recovery. @MattKoulas presented on penalty recovery - I'll post a link to his presentation as soon as it's up!TRANSCRIPT
November 3–6, 2014
#CZLCHI | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital Marketers
Panda, Penguin,
Penalties and more!Staying on Top of Algorithm UpdatesNate DameFounder/CEO, Propecta
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
Panda,
Penguins, and
Penalties,
Oh My!!
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
Context is EverythingImage source http://commons.wikimedia.org/wiki/File:ESO-VLT-Laser-phot-33a-07.jpg
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
Show me the $$!!
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
Calico Labs: Biotech R&D to better
understand aging and increase longevity
Google X :Improving existing technologies by a factor of 10 (self-driving car, Google Glass & contact lenses, drones, medical advances…)
Home automation - smart thermostats, smoke detectors, and more?
Unnamed energy division to overhaul the world’s power grid
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
Average cost-per-click declined every quarter since 2012
The pressure is on for more ad impressions, and more ad clicks!
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
Google’s
updates are
never meant to
benefit you!
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
Now hiring SEO associates!Last guy quit… don’t ask…
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
Where is
Google going?
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
As usual, rand nails it! http://moz.com/rand/google-seo-dont-actually-change-much/
* Image used with permission
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
Panda
Squirrel: Stop scraping content, nuke the low quality content.
Big picture: Google hates poor user experiences. If your strategy uses/abuses others, it will lose.
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
Penguin
Squirrel: Stop keyword stuffing.
Big picture: Traditional ranking factors not focused on user benefits will continue to decline in importance.
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
Knowledge Graph
Squirrel: Get our company’s Wikipedia
updated ASAP!
Big picture: Google would prefer to keep
users on Google.com whenever possible.
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
Pirate
Squirrel: Don’t pirate content.
Big picture: Don’t pirate content.
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
Hummingbird
Squirrel: Will hummingbird kill
link building? Is Hummingbird
the end of SEO?!
Big picture: Google’s back-
end got an upgrade so it’s
machine learning algorithms
could get even smarter, faster.
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
Pigeon
Squirrel: Proximity to city
center…
Big picture: Google does in
fact make mistakes. “Local”
and “standard” SEO
continue to merge.
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
SEO Strategies of the Future!
Tactics for long-term, sustained growth.
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
Don’t Bend the Rules
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
Target keyword + user intent
combinations
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
Content with topical authority
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
Content with topical authority
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
Create SEO landing pages that
influencers will amplify!
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
Discovery keywords everywhere!
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
Link building Influence building
• Content worthy of links
• Outreach worthy of a response
• Influencer relationships worthy of a second
(and 3rd) date
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
SEO Deep funnel
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive
Nate Dame
CEO/Founder
Propecta
@seonate
@seonate
November 3–6, 2014 | #CZLCHI | @ClickZLive