LDD Summer Seminar 2013 - Pandas, Penguins and Search Engines - the update

Welcome

Summer Seminar 2013

SEO in 2013…and beyond!

Andy HeadingtonCEO Adido

do digital better@andy_head @adido #letsdodigital

agenda

• What are Panda & Penguin?

• How to beat those pesky Penguins & Pandas!

• SEO in 2013 & beyond

• The best way to future proof your SEO

• Q&A

what are P & P

what are Penguin & Panda?

Google lists the websites you see when

searching using an algorithm – a bit of code

which looks at a database of stuff (web

pages) and returns a list based on criteria

set by the programmers.

Every time Google updates its algorithm in

a major way, it gives it a name.


The Panda update started in 2011 with the aim of

devaluing sites which had poor quality content on

them.

It continues to have many iterations but

most of the work here has been done.


The Penguin update started in 2012 with the aim of

devaluing sites which had artificial links linking to

them.

It continues to have many iterations as it

is hard to get it right first time.

why do you care?

why do you care?

= £££

how to beat Panda & Penguin

ways to beat the panda / penguin

What’s in it for me?

• Panda

• Check your content is unique (www.dupecop.com)

• Add new content to your site regularly

• Delete / hide ‘thin’ content from the search engines

• Don’t copy and paste content from other people!

http://www.dupecop.com/


• Penguin

• Use www.linkdetective.com , www.opensiteexplorer.com or other similar tools, to check your link data

• Do your links look natural? • Are they over optimised / all pointing at one

page?• Are they of good quality?

Would you show this website to your boss?


http://www.linkdetective.com/

http://www.opensiteexplorer.com/


• Penguin

• Best method is to look at the % of links pointing to you which are optimised v non optimised

• Optimised = web design company in Bournemouth• Non optimised = a great business called Adido

• You should aim for something like a 80/20 split– what are the top ranking sites %s? Each industry is different


SEO in 2013 & beyond

Google is on the attack

• Google’s mission is to organise the world’s information and make it universally accessible and useful.

• Google’s aim is to make money for its shareholders by delivering useful tools to mass markets across the globe

• They are an advertising company but…• Longer term they might become a technology /

commerce company (Drive, Android, Glass etc…)

• Search is just one of the tools they offer which they can monetise – it is not really in their interest to help companies ‘do’ SEO


• (not provided) is a black hole to the SEO industry!

• Thanks to this, our understanding of what is delivering traffic and what isn’t is getting extremely hard

(not provided) on the rise

YouTube is for VideoSharing video content, upload/view/share

Instagram is for PhotographySharing photographic content, snap/style/share

Foursquare is for Location AnnouncementsChecking in, loyalty & rewards

…and there are many blogs & review sites for leaving opinions & rating products/services/companies.

• SEO is now much more than just 10 blue links – think ‘clickability’ not just rankings

• Social plays a huge roll, not only in getting better meta descriptions but…

• Also to indicate what ‘relevant’ and ‘quality’ is.

• Link signals are easy to manipulate – social signals are much harder

what is the solution?

content really is king!

ContentSEOSocial

• Good content should be at the heart of everything you do for SEO going forward.

• You can not cheat or engineer your way to the top of the SERPs anymore (or if you still can, you won’t be able to soon).

• If you have good content, you will earn your links naturally and won’t have to worry about Penguin, Panda, Pinocchio or whatever else comes along.

content really is king!

make it happen

X XX

be choosy!

use tools & measure

don’t forget the detail

summary

summary

• Search has fundamentally changed and will continue to evolve – we need to view SEO very differently.

• To catch up, maintain & stay ahead of the game think content, content, content.

• Use social media to help push your content out to people who will want to read it. The best SEOs will cherry pick their targets to optimise their efforts.

• Read as much as can about the latest Google changes to find quick wins to help you get one over on the competition.

© Adido 2013

Together we can do digital better

If you would like more information or to arrange a meeting, please get in touch.

+44 (0) 845 260 2343

[email protected]

www.adi.do

AdidoDean Park House, 8-10 Dean Park Crescent, Bournemouth, Dorset, BH1 1HL

Twitter: @adido

LDD Summer Seminar 2013 - Pandas, Penguins and Search Engines - the update

Technology

Transcript of LDD Summer Seminar 2013 - Pandas, Penguins and Search Engines - the update