SMX Toronto - Google Bought a Zoo - Pandas & Penguins and The Shamu Update!
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Google bought a zoo!
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Google Bought A Zoo: Surviving Penguins, Pandas & Other SEO Beasts According to search honcho Amit Singhal, Google is making up to 600 changes to its algorithm per year. Some major, some minor, but all potentially having an impact on whether your site and content is found when people are searching. How do you track these changes? How should you respond? Attend this session to get answers, and learn the best strategies for getting back in Google’s good graces should you get negatively hit.
Transcript of SMX Toronto - Google Bought a Zoo - Pandas & Penguins and The Shamu Update!
Google bought a zoo!
@simmonet #SMXGrant SimmonsDirector SEO & Social ProductThe Search Agency
Search Agent, Father, SailorBut not necessarily in that order when there’s a fair wind
“Agent Algo” #OrangeFedora
Google bought a zoo!
What’s Next?@simmonet #SMX
No one knows what’s next!
@simmonet #SMX
The Shamu Update!
Wild guess…
Black & White Mammal
@simmonet #SMX
The Shamu Update
Panda + Penguin + ?We Need Future-Proof!
http://true-wildlife.blogspot.com/
How to avoid getting bit?
The Shamu Update
@simmonet #SMX
Take notes @simmonet #SMX
RELEVANCEintent
@simmonet #SMX
Avoiding Shamu - Relevance• Research queries not keywords• Every search is a question
Intent to content
• Create content to satisfy user search query
@simmonet #SMX
The result does not always match the keyword, but it does match the intent!
(Google guesses)@simmonet #SMX
Google suggests…
Google delivers relevance… not an exact match…
@simmonet #SMX
Research for intent
Beware of The Thin Long Tail
@simmonet #SMX
Relevance
AUTHORITYtrust
@simmonet #SMX
Avoiding Shamu - Authority• Does your site appear fishy?– Does it pass the sniff test?
@simmonet #SMX www.google.com/insidesearch/howsearchworks/thestory/
QualityQuantity
not enough vs. not good enough
@simmonet #SMX
Quality Inspires InteractionMentions. Associations. Citations. Connections. Links.
= Authority
Love your penguin sitewww.penguinsnacks.com Thanks for
da link man!
@simmonet #SMX
ENGAGEMENT
@simmonet #SMX
Avoiding Shamu - Engagement• SERP – Are you clickable?
• Site – Are you satisfying the users’ intent?
• Social – Are you inspiring shares?
@simmonet #SMX
Clickable?• Fix Your SERP• Got Graph?
• Authorship• Core optimization– Titles– Snippets
• Matching intent• Mark up
@simmonet #SMX
vs.
Satisfying Intent?In the long run, the brand names secure rankings through depth of content, trust in brand and user interaction (searchers clicking a SERP result and staying on their site because the site is trusted and answers the searchers question).
Duane ForresterBing’s Matt Cutts
January 28th 2013@simmonet #SMX
@simmonet #SMX
(Great) Content Inspires Shares
FUTURE-PROOFSEO
@simmonet SMX
Beating the Shamu Update!• Understand Your Users– Intent to Content. Be Relevant.
• Quality over Quantity– Build Authority. Inspire Links.
• Engagement Matters– Clickable– Satisfying– Share-worthy
@simmonet #SMX
xx
Grant Simmons
@simmonet
linkedin.com/in/simmonet
www.thesearchagency.ca
www.thesearchagency.com
www.thesearchagents.com
Thank you
@simmonet #SMX
Darth SEO Jr.
“Now I am the master.”
