seo post panda and penguin

22
SEO IN A POST- PANDA/PE NGUIN WO RLD Haley Drummond Director of Organic Search One Click Ventures @bblstrdrum

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MBO Presentation 2012

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Page 1: SEO Post Panda and Penguin

SEO IN A

POST-

PANDA/P

ENGUIN

WORLD

Haley Drummond

Director of Organic SearchOne Click Ventures@bblstrdrum

Page 2: SEO Post Panda and Penguin

HALEY’S BACKGROUND (AKA WHO THE HECK ARE YOU?)

• English / Teaching background

• Ball State / UIndy Grad

• Computer Nerd

• Cheese aficionado and Dance Centralsuper star

• Heads Up Organic Team at One Click• 9 Stores, 10 People• Scarves.net, HandbagHeaven.com,

SunglassWarehouse.com• PR (and social) / Content / Tech / Analysis

Page 3: SEO Post Panda and Penguin

HOW WE USED TO DO THINGS

On-Site Optimization

Site Architecture

Crawl Errors

Content

Social

LINKS

Links + Anchor Text = RANKINGS

Page 4: SEO Post Panda and Penguin

WHY PRIORITIES HAVE TO SHIFT

Page 5: SEO Post Panda and Penguin

PANDA

• First released February 23rd, 2011

• Goal: lower the rank of “low-quality” sites

• Affected Sites• Had weak, thin, or

scraped content• Offered little of

value• Featured poor user

experience

PENGUIN

• First released April 24, 2012

• Goal: lower the rank of sites that violate Google’s Webmaster Guidelines

• Affected Sites• Used manipulative

or unnatural linking practices, keyword stuffing, or cloaking

Page 6: SEO Post Panda and Penguin

WHAT CAN WE LEARN FROM THIS?

• Create websites that offer something of value

• Think of our users first

• Promote, don’t link build.

Page 7: SEO Post Panda and Penguin

WHAT DOES LONG TERM SEO STRATEGY LOOK LIKE POST-PANDA/PENGUIN?

Something to Offer + Genuine Endorsements = Domain Authority

Domain Authority + On-Site Optimization = Increased Organic Traffic

Page 8: SEO Post Panda and Penguin

SOMETHING (RELEVANT) TO OFFER

• Doesn’t have to always be heavy content

• Could be video, a resource, user reviews, advice, a forum, an awesome product, a blog, a “how-to” guide

• Put content on product pages• Could just be an awesome product

on an awesomely-usable site• Has to be something someone would

want to share or link to…on their own.

Page 9: SEO Post Panda and Penguin

SCARVES.NET VIDEO LIBRARY

Page 10: SEO Post Panda and Penguin

THINKGEEK.COM PRODUCT PAGES

Page 11: SEO Post Panda and Penguin

GENUINE ENDORSEMENTS

• Social – Twitter, Facebook, StumbleUpon, Pinterest, etc, etc, etc

• Build and be a part of a community• Guest Posting (careful!)• Outreach (careful!)• Make friends

Do something or create something worth talking about, and put it in the hands of people who might talk about it. This is old-school marketing.

Page 12: SEO Post Panda and Penguin

HOMEGOODS.COM CUSTOMER FINDS

Page 13: SEO Post Panda and Penguin

SOCKS4LIFE.COM

Page 14: SEO Post Panda and Penguin

WHAT IS NOT OKAY

• Irrelevant blog comments

• Crappy directories never used by humans

• Article spinning

• Sponsored posts (put nofollows on anything where $ or product changes hands)

• Irrelevant guest posts

• Manipulative anchor text.

RELEVANCY IS KEY

Page 15: SEO Post Panda and Penguin

DOMAIN AUTHORITY

The more people talk about you and the more time they spend on your site, the more authority your site has in the eyes of Google.

Okay, but this is really vague and hard, and the results take forever. What can I do to get results now?

Page 16: SEO Post Panda and Penguin

ON-SITE OPTIMIZATION

1. Make sure you’ve optimized your pages (This is where you can target keywords)

• No more than 2 keywords in a title tag (Does it look spammy? Then it’s spammy)• Use your keywords (and related words) in a natural way on the

page• Make use of H1 tags, etc• Don’t hide content behind images or JavaScript• Use Image Alt Tags• Use appropriate (and short, if possible) URLs

Page 17: SEO Post Panda and Penguin

ON-SITE OPTIMIZATION

2. Ensure your site is easy to use

• Build mobile sites• Pay attention to user feedback – get your bounce rate down• Look in to 1-click social logins• Review your site architecture• Resolve crawl errors

Page 18: SEO Post Panda and Penguin

THREE BIGGEST OPPORTUNITIES

1. Optimization of Pages

2. Create something worth promoting – something your competitors can’t easily copy

3. Build up an audience

This is not easy. It is not fast. But because it’s genuine, it will outlast any Google update.

Because it takes time and effort, your competitors will have a hard time catching up with you.

Page 19: SEO Post Panda and Penguin

BUT I’M NOT CREATIVE AND I’M NOT A WRITER.

That’s okay! Use what you have.

1. Expertise in your industry2. An audience 3. Something to offer

Page 20: SEO Post Panda and Penguin

IDEAS FROM THE OCV OST Hide-a-key Rocks

• Have customers share stories of being locked out

• Front poor decorating tips • “Where’s Waldo” with your rock -

hide it and post it, ask people to find where the rock is

• Survey where people would hide their key - show results and point out most people aren’t as secure as they think they are

• People you would/would not give a spare key to

• Content where people share best pet rock story

• Landscaping tips; how to hide rock in landscaping

• Which rocks go the best with my brick

• Share scary break-in stories• Home safety tips - what to do when

going out of town• Rock song about the rock

• Explain benefits of having a rock - cleaning lady, baby-sitter, children who lose key, etc

• Other things you could fit inside the rock, other uses for the rock

• Name your rock contest • Contest - you get whatever is in

your rock. • Strangest places you’ve found your

keys after you thought you lost them

• Alternatives for people who live in apartments where rocks would look out of place

• Other places to hide your keys that aren’t the rock; use fake rock as a decoy

• Contest - have people nominate most habitual key loser in their family

• Theme: selling peace of mind• Memory tips and tricks for people

who lose keys

Page 21: SEO Post Panda and Penguin

IDEAS FROM THE OCV OST A local plumber

• Poop jokes• Funny or embarrassing stories of

toilet overflows• Team up with local newspaper;

have home improvement section with different articles

• 5 fixes you don’t need a plumber for

• Review of drainage products • Tips for first time home owners • Do a quiz about plumbing

emergencies - what do you do when?

• Infographic on easy fixes • When you need a plumber • DIY vs. call a plumber infographic

(go crazy on Pinterest)• How to tell your husband nicely

that you need to call for backup - what you should say, how to get him to call the plumber

• Host a tutorial on fixes you can do yourself, record videos while you’re doing it to put on YouTube

• Diagrams - label the parts of a toilet

• Plumbers' tools - name that plumbing implement

• Testimonials • Location-based tips - how to take

care of your house in freezing weather or when it’s really hot

• Toilet seat sizing chart • Pimp my toilet techniques • What your kids have put down the

toilet • Crazy things plumbers have found

in the drain • What to do if you drop your ring

down the sink or flush something down the toilet

• Simple guide on how to unclog a toilet

• If my toilet is doing this, i should expect this

• How much $ it could cost you if you don’t fix plumbing problem

• Halloween costume contest - best plumber costumes

• Infographic on environmental issues and water usage with toilets

• How to cozy up bathoom for guests• Contest for best poop joke

Page 22: SEO Post Panda and Penguin

QUESTIONS?