Search Engine OptimizationREVIEW OF 2013 ALGORITHM CHANGES

2

4.8 billion

Canadian Google Searches are performed each month

SEARCH ENGINE MARKET SHAREGoogle still largely dominates in Canada

Source: Netmarketshare.com – January 2013

Other

88%

7%

4%

1%

Google Year in Review

JAN

MAY

JUN

AU

G

JUL

SE

P /

OC

T

MA

R

Panda #24 – 01/22 Phantom – 05/9

Domain Crowding – 05/21

Penguin 2.0 – 05/22

Panda #25 – 03/14

Payday Loan – 06/11

Panda Dance – 06/11

Multi-Week – 06/27

Panda Recovery – 07/18

Knowledge Graph Exp – 07/19

In-depth Articles – 08/06

Hummingbird – 08/20

Secure Search – 09/26

Penguin 2.1 – 10/04

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PENGUIN 2.0ADDRESSING THE PROBLEM OF POOR LINK BUILDING

1 Impact on Your Site A deeper dive into websites to look for spam – analyzing internal pages as opposed to just the homepage. If you participated in mass link building on low quality sites such as directories or blogs, your site rankings and reputation would be affected.2How to Recover This requires understanding and cleaning up your link profile.

• AUDIT your site link profile• REMOVE any offending links• FOCUS on building great links33%

67% Homepage

Deeplinks

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KNOWLEDGE GRAPH EXPANDEDQUERIES WITH KG ENTRIES INCREASED BY 50%

1 Impact on Your Site Delivering results that include a broader range of topics based on contextual meanings for any given search. “Switching from strings to things.”1

Can impact CTR depending on the panel results presented. Users may not need to click through to a site.

2How to Respond Assess your brand – do you appear in the Knowledge Graph results? If not – 4 key elements to work on:

• THIRD PARTY SITES• KEYWORDS• CONTENT• SCHEMA.ORG 1 source: Ben Gomes, Google

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HUMMINGBIRDSMARTER SEARCH RESULTS FOR THE SAVVY SEARCHER

1 Impact on Your Site Moving away from interpretation of “typed searches” to understanding searches more conversational in nature.

How you produce, optimize and promote on-site content will be impacted.

2How to Respond Revisit your existing content strategy and be in-tuned with your target audience.

• MOBILE is important• LOSE the marketing jargon• ENHANCE existing content

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SECURE SEARCHORGANIC KEYWORD REFERRAL DATA NO LONGER PROVIDED

1 Impact on Your Site Your analytics will no longer show which keywords are driving organic traffic from Google.

None, but you need to look at new metrics to measure progress of seo efforts.

2How to Recover Reclaim this insight from other tools and/or analyze page-level referrer data.

• WEBMASTER tools• ADWORDS data

• HISTORICAL query data