Percussion Software: Best Practices for Getting Found in the Age of Personalized Search
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© 2012 PERCUSSION SOFTWARE, INC 1 Best Practices for Getting Found in the Age of The New Google Search May 23, 2012 Presented By: Aaron Dun Vice President of Marketing & Strategy @ajdun
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Percussion Software webinar slides with 5 Best Practices for getting found now that Google has dramatically revamped the rules of the SEO game.
Transcript of Percussion Software: Best Practices for Getting Found in the Age of Personalized Search
1© 2012 PERCUSSION SOFTWARE, INC
Best Practices for Getting Found in the Age of The New Google SearchMay 23, 2012
Presented By:Aaron Dun Vice President of Marketing & Strategy @ajdun
Delivering Innovative Web Experiences for Over 11 Years
Simplicity Without Sacrifice
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The Only Constant is Change
• Google is constantly working to make search more relevant
• Changes come rapid fire (500+/year)
• Keep up at your own peril!
© 2012 PERCUSSION SOFTWARE, INC
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The Other Reason…
Remember these Eight “Black Hat” tricks?
1. White Text
2. Hidden meta fields
3. Alternative landing pages
4. Doorway pages
5. Alt Text spam
6. Link Farming
7. Paid links
8. Content Farms
On and on it goes…
© 2012 PERCUSSION SOFTWARE, INC
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6“The Killer Six”
© 2012 PERCUSSION SOFTWARE, INC
In making Search more relevant, the following six changes have shaken the foundation of SEO
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1. Panda (Originally Named “Farmer”)
© 2012 PERCUSSION SOFTWARE, INC
When:February 2011
What:“De-lists” Content Farms
Impact:Microsite strategies out the window
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2. Google Drops the Google+ Bomb
© 2012 PERCUSSION SOFTWARE, INC
When:June 2011
What:Google+ Launches
Impact:Community content is now searchable
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3. Search Encryption
© 2012 PERCUSSION SOFTWARE, INC
When:October 2011
What:Searches are encrypted using SSL
Impact:Search terms not passed across when logged in to Google (30% of searches)
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4. Caffeine Freshness Update
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When:November 2011
What:More recent content displayed at top of results
Impact:Stale content will rank lower
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5. Search Plus Your World
© 2012 PERCUSSION SOFTWARE, INC
When:January 2012
What:Search results will include results from your Google+ community
Impact:Search results are now personalized
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6. Penguin
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When:April 2012
What:“Overstuffed” keyword pages dropped from rankings
Impact:Keyword strategy needs to be restructured
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White Hat Wipeout
© 2012 PERCUSSION SOFTWARE, INC
Old Habit How the Update Killed It
“Page One” Rankings All results are now personalized
Optimize Page by Page
Stale content is now irrelevant, freshness matters
Keywords Rule “Stuffing” is now penalized
Social as a Silo Social + Site = Online
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Step 1:
Write valuable content more frequently
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Step 2:
Scale the number of content contributors
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Step 3:
Update stale and out of date content
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Step 4:
Engage with the social community
© 2012 PERCUSSION SOFTWARE, INC Photo by ElCapitanBSC
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Step 5:
Tell a compelling story
© 2012 PERCUSSION SOFTWARE, INC Image is in the public domain
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“New Habits for Highly Successful SEO”
© 2012 PERCUSSION SOFTWARE, INC
Old Habit How the Update Killed It New Habit
“Page One” Rankings All results are now personalized
Focus on core topics
Optimize Page by Page
Stale content is now irrelevant, freshness matters
Publish more content in more channels
Keywords Rule “Stuffing” is now penalized Good, well-formed content
Social as a Silo Social + Site = Online Social now key element of your SEO strategy
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But Wait, There’s MORE?!!
© 2012 PERCUSSION SOFTWARE, INC
Keep MovingBe FlexibleBe Agile!!
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Connect With Us!
© 2012 PERCUSSION SOFTWARE, INC
http://twitter.com/percussion
http://www.facebook.com/percussionsoftware
http://www.linkedin.com/percussion-software
http://www.pinterest.com/percussioncm1
http://www.gplus.to/percussion
