www.VerticalMeasures.com
GOOGLE’S ALGORITHM UPDATES: WHAT YOU NEED TO KNOW TO RANK IN GOOGLE IN 2014Mike Huber, VP Client Services, Vertical Measures @mjhuber
www.VerticalMeasures.com
ABOUT YOUR PRESENTER
• VP – Client Services - Vertical Measures
• 25 Years in traditional/digital advertising
and marketing
• Speaker at various events/venues
• On a number of digital start-ups
• Been an Internet marketer longer than
Google has existed.
www.VerticalMeasures.com
WHAT WE’LL COVER
• Recap of Google 2013 updates and their impact and
significance.
• Steps to take to mitigate negative impact of these
updates.
• How you maintain and/or increase your website
traffic for 2014
• Specific action steps you can take to grow traffic.
• How SEO will change for 2014 and beyond.
KEYWORD
NOT
PROVIDED
www.verticalmeasures.com
• You’ve received a notice
• You’ve noticed a drop in rankings
• You’ve noticed a drop in traffic
• Your key search terms have suddenly disappeared
HOW TO TELL IF YOU BEEN AFFECTED
Make sure you are know what
happened so you can solve
the right problem
www.verticalmeasures.com
SOMETIMES IT’S EASY TO SEE
www.verticalmeasures.com
WEBMASTER TOOLS - MESSAGE
v
www.verticalmeasures.com
FRUITION IMPACT TOOL - FREE
http://www.fruition.net
www.verticalmeasures.com
PANGUIN TOOL
http://www.barracuda-digital.co.uk/panguin-tool/
www.verticalmeasures.com
Ahrefs.com
http://www.ahrefs.com
MANUAL PENALTY
Search – site:mywebsitename.com
Reduced rankings for low quality sites
Also called “Farmer” as it targeted content farms
The content has low value to users
Copied Content from other sites
Site-Wide Penalty
Improves rankings for sites that:
Provide high quality
Original content
In-depth research and information
Thoughtful analysis
And so on…
PANDA – TARGETS THIN CONTENT
www.verticalmeasures.com
www.VerticalMeasures.com
• Identify the thin content on your site
• Set about ‘thickening’ that content
• Add text
• Add photos and graphics
• Add video
• Add new pages of great content to off set the
number of thin pages
FIXING THIN CONTENT
www.VerticalMeasures.com
UNINTENTIONAL DUPLICATE CONTENT
www. vs. non www. – Canonical Tag
Staging or server sites – No Index No Follow
Pagination
<head>
<link rel=”prev” href=http://www.mypage.
com/search/2/>
<link rel=”prev” href=http://www.mypage.
com/search/4/>
</head>
Categories or URL paths
www.VerticalMeasures.com
TOOLS TO FIND DUPLICATE CONTENT
Google search operators– Site:domain.com inurl:keyword (find how many URLs
include a particular keyword)
– Site:domain.com intitle:keyword (find how many pages are targeting a particular keyword in a title)
– Site:domain.com -www. (find staging sites or other redundant content on subdomains)
Screaming Frog http://www.screamingfrog.co.uk/– Pull report of all titles to see duplicate titles on all indexed
content
Plagspotter.com (& other internal duplicate content locators)
• Over optimized exact-match anchor text
• Overuse of exact-match domains
• Low-quality article marketing & blog spam
• Keyword stuffing in internal/outbound links
• Links from irrelevant sites
• Links from low quality sites
• Links from sites that are outside the TOS of Google
PENGUIN – TARGETED AT WEB SPAM
www.verticalmeasures.com
Google Webmaster Tools
Majestic SEO
Open Site Explorer
Bing Webmaster Tools
Link Research Tools
Ahrefs
Cognitive SEO
Any tool that will help you discover and rate backlinks
ANALYZE YOUR BACKLINK PROFILE
www.verticalmeasures.com
Download your backlinks from multiple sources
De-dup your list – Use this to record your actions
Organize and sort by link value/metrics
Determine the ratio of anchor text to total links
Visually inspect each site
Determine action needed
Pruned – Reclaimed – No Followed – No Action Needed
Upload disavow file
File reconsideration request*
Review links periodically.
Write great content.
FIX THE PROBLEM – THE PROCESS
Google Analytics
Keyword Data – Not Provided
Page Level data – referral sources
Ranking data
Adwords data
KEYWORD NOT PROVIDED
www.verticalmeasures.com
WHAT THE FUTURE HOLDS
www.verticalmeasures.com
Clean up your mess
• Basic SEO – Title tags, Meta Descriptions
• Duplicate Content
• Internal Linking, XML site Map
• Micro Data
• Clean Up Your Backlink Profile
• Add Social Media Sharing Buttons
• FB, G+, Pinterest, LI, others
• Move to responsive design
THE BASICS
www.verticalmeasures.com
http://moz.com/blog/meta-data-templates-123
• Is Link Building ‘Dead’
• The Rules For Link Building
• Techniques
• Some Tools You Can Use
LINK BUILDING
• Reclamation
• Unlinked Brand Mentions
• Lists
• Resource Pages
• Links to 404 Page and Broken Links
• Competitor Links
LINK BUILDING TECHNIQUES
LINK BUILDING TOOLS
LINK BUILDING TOOLS
• Find Brand Mentions
• Competitor Mentions
• Keyword Mentions
Fresh Web Explorer
Bulk URL Opener
• Open Multiple Websites at a Time
• Improve Productivity
• Great for Competitive Analysis
LINK BUILDING TOOLS
• Generate Advanced Search Queries
• Find Guest Blogging Opportunities
• Uncover Niche Sites
Guest Post Labs Query Generator
Google Alerts
• Find Interesting Content
• Reuse Advanced Search Queries
• Increase Productivity
www.verticalmeasures.com
• They don’t care about your products
• They don’t care about your services
• They don’t care you spent a thousand or hundreds of thousands on your logo or tricked out web site
• They don’t care about your branded content.
• They don’t care about your newest commercials, your newest billboard or your newest communication strategy.
• They don’t care….really…they don’t care…
CONSUMERS DON’T CARE
• They care about saving time, trouble and effort
• They care about saving money.
• Mostly, they care about themselves, their problems
and their needs.
WHAT THEY DO CARE ABOUT
“NOW,
RELATIONSHIPS
ARE CREATED WITH
INFORMATION,
NOT PEOPLE.”-YoutilityBook.com
“CONTENT MARKETING”
CONTENT MARKETING HAS
BECOME THE TOP PRIORITY.
www.VerticalMeasures.com
WHAT IS CONTENT MARKETING?
Content marketing is the art of providing relevant,
useful content to your customers without selling or
interrupting them.
Instead of pitching your products or services, you are
delivering information that makes your customers
more informed before they buy.
If you deliver consistent, ongoing valuable information
to your customers, they ultimately reward you
with their business and loyalty.
www.VerticalMeasures.com
GREAT CONTENT works on its own behalf. It
can spread, persuade and convert people
without your help, just by virtue of being
RELEVANT AND USEFUL.
WHAT CONTENT CAN DO
THIS IS NOT A 30 DAY R.O.I.
BUT THE LONG-TERM PAYOFFS
CAN BE HUGE
www.VerticalMeasures.com
2.5xBOTH B2B AND B2C COMPANIES
WITH 101 – 200 PAGES GENERATE
2.5x MORE LEADS THAN THOSE
WITH 50 OR FEWER PAGES.
-HubSpot
www.VerticalMeasures.com
5xCOMPANIES THAT BLOG 15 OR
MORE TIMES PER MONTH
GET 5x MORE TRAFFIC THAN
COMPANIES THAT DON’T BLOG.
-HubSpot
THINK LIKE A PUBLISHER!
PUT TOGETHER AN EDITORIAL CALENDAR
http://www.verticalmeasures.com/content-editorial-calendar-template/
www.VerticalMeasures.com
“The more keyword rich content you develop and publish, the bigger yourcontent footprint and the better chance you willhave of being found bythe search engines.”
www.verticalmeasures.com
CLICK THIS BUTTON OFTEN
Publish
www.VerticalMeasures.com
The best time to start a
content marketing
program is 5 years ago.
The second best
time is NOW!
• Determine If You Have A Problem
• Fix it
• Audit and SEO Basics
• Build High Quality Links
• Publish Content That Will Earn High Quality
Links and Help You Get Found in Search
2014 AND BEYOND
www.VerticalMeasures.com
QUESTIONS?
Contact: 888-476-1881www.VerticalMeasures.com
www.VerticalMeasures.com
NEXT WEBINAR…
How to Successfully Respond to a Manual Google PenaltyPresenter: Art Enke, Director of SEO Services, Vertical Measures
Learn about:• Proper link profiling and documentation
• Successful outreach and link removal
• How to use the Google Disavow links tool
• How to craft and submit a successful reconsideration request
Check out our website at www.verticalmeasures.com/webinarsfor registration information.
16Jan
11am PST2pm EST
www.VerticalMeasures.com
Top Related