What does Google want these days?
Ross MonaghanDirector, Digital Marketing5/16/2013
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Q U I C K P O L L
How many of you know what Search Engine Optimization is?
How many of you know SEO the ranking factors?
How many ranking factors do Google have in their algorithm?
What are Panda & Penguin?
Show of hands…
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
Side note…
• Why don’t I rank #1 for this keyword?– Because you don’t mention it on your page?
• What is the correct keyword density to use?• Should I put every variation of the keyword in my
page title or meta keywords?• Should we just buy links?• Should we just be changing our page content
every day for freshness – per the QDF algo factor?• Do you think the $200 per month options for SEO
management are legit?
Frust rat ing Asked Quest ions
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
And finally…
Keyword stuffing?Anchor text manipulation?
Cloaking?Internal link spamming?Comment spamming?
Buying links?Sitewide links?
Reciprocal links?
Are these so l id opt ions fo r us?
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
No!!!!
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
Please move on…
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
SEO is NOT
SIMPLEQUICKCHEAP
ONE-TIME
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
C O M P L E X I T Y
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
So what’s changed?
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
Authority & Relevance are no longer simply
about…
# of inbound linkskeyword rich anchor text
links from .gov or .org sitesetc.
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
No, simply adding photos of a Panda or Penguin to your site will
not make you rank!
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
So what is important today?
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
Well what I hear daily is…
Content, content, content…It is KING!
ARGH!!!!
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
Not really.
Content is MOST important but it better
be GREAT and on TOPIC content in order to RANK
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
Quality > Quantity
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
What are the new algorithm related updates?
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
Thin light content (quality vs. quantity)
Over optimization+ link spamming
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
Penguin + Panda
= Manipulation Cleansing
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
2.0
C O M I N G S O O N !
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
A deeper look at a couple new Google
principles…
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
User context+
Interest graph
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
What type of search query is it?
Navigational
Informational
Transactional
U S E R C O N T E X T
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
Where are users located?
Not just geographically…
U S E R C O N T E X T
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
Are they on their phone walking to a store or
restaurant?
Sitting on the couch on an iPad?
At the office?
U S E R C O N T E X T
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
This all aligns to the“USER CONTEXT”
U S E R C O N T E X T
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
So what is the “INTEREST GRAPH”?
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
A temporalSIGNALSIGN
INDICATORGUAGE
POINTER
I N T E R E S T G R A P H
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
ReasonTo be relevant based on the user context of the query
I N T E R E S T G R A P H
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
So if now know the users context and interest graph…
How do I gain followers and links?
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
• Focus on the user• Understand the context of their query• Develop content for what the user needs
or wants• Link attraction vs. Link Building• Market your content (impact interest
graph)– PR– Outreach
** Remember – It is not worth it to manipulate for rank
R E C A P
• Business Objectives & Analytics Alignment – are we driving the right traffic? What are they doing when they arrive? Are we testing our changes?
• Cross functional alignment within your organization
• On-Page optimization targeting• Technical problems – flash, robots.txt,
canonicalization (duplicate content)
COMMON ISSUES FOUND
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ROSS MONAGHANDIRECTOR, DIGITAL MARKETING
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
THANK YOU
C L I C K T O E D I T M A S T E R T I T L E S T Y L E
QUESTIONS
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