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Panda-monium: How to Beat Google’s Latest Algorithm Update

Mike Turner Director of Business Development Â


Who We Are /

providing:

ü  Search Engine Optimization ü  Paid Search Advertising ü  Display Advertising ü  Social Media ü  Website Design ü  Content Creation ü  Custom Measurement and Attribution


Agenda 1

History of algorithm updates and latest Panda #24! !

2

Identify if you have a problem" "

3  

What Google recommends you do" "

4

Importance of closed loop measurement" "


Consumers rely on Search to research products & services

There are 4 billion searches every day


Google’s ultimate goal is to match the end-user with the most high quality content that is relevant to their search.

500

Algorithm Updates each year

www.seomoz.org/google-­‐algorithm-­‐change

When’s the last time you updated your SEO strategy?


Recent Algorithm Updates "Caffeine" Update allowed for near instant indexing, to feed the hunger for real time information.

"Farmer" & "Panda" struck at content scrapers & other poor quality websites where paid links are often placed.

"Penguin" struck at shoddy and short-cut optimization tactics, like link schemes and keyword-stuffing. - focused on low quality link-profiles


Panda #24 Refresh Latest panda update affects 1.2% of English based queries (Google)

Jan. 22 Â

(4 billion total daily) x (1.2%) = 48 Million Daily Searches


Google’s own Matt Cutts breaks down Google Panda:

"This update is designed to reduce rankings for low quality sites—sites which are low-value add for users, copy content from other websites or sites that are just not very useful. At the same time, it will provide better rankings for high quality sites—sites with original content and information such as research, in-depth reports, thoughtful analysis and so on."


Most Influential factors Quality Content Originality, length, authority, quality and relevance Site Metrics User experience, time on site, bounce rate, load time, etc Authority & Verification Establishes and protects authorship


Don’t let Panda intimidate you.


What will upset the Panda? ü  Duplicate content     ü  Auto-­‐blogging     ü  Copy  &  paste:  i.e.  Amazon  customer  reviews,    and  blog   comments      


Identify if you have a problem Consult your Web Analytics – Have you seen a steep decline over the last few weeks? • 

If you’re not sure, look at the following: –  Webmaster tools – “% change in keywords” month-over-month –  Specifically, January 22 – did you see steep declines?

Jan. 22


Ask yourself the following questions: •  What % of your website is taken by low quality pages? •  Do you have lots of pages that dupe your own copy? (i.e. “boilerplate” repeated throughout site) •  Are pages over-optimized? •  Is your content promoted on social media including Twitter and Facebook? •  Is your content’s language more accessible and more real? •  Does your site have poor usage metrics? (i.e. high bounce-rate, low time spent on site, etc.)


What can you do?

“Of course,  we  aren't  disclosing  the  actual  ranking   signals  used  in  our  algorithms  because  we  don't   want  folks  to  game  our  search  results…”                -­‐  Google  

Google does make specific recommendations on its blog: ü  Remove (or redirect) low quality pages ü  Merge or improve the content of individual shallow pages into more useful pages (make more robust) ü  Move low quality pages to a different domain could eventually help the rankings of your higher-quality content. ü  Don’t overload with ads. ü  Create unique, thought leading, and linkable content –  Rewritten content that is not substantially different will no longer help.


Drill down into your problem • 

Find the pages and page types hit worst on your site.

• 

See if your “hit” pages utilize the keyword you dropped in ranking for. You may have to be more explicit.

• 

Isolate differences between those pages hit and those not hit.

• 

Make a list of your different types of pages. Eg, forum, quality article, low quality article, light category, quality category, product, blog post, etc. (make a spreadsheet)

• 

Add “rel=canonical” tags to any duplicate pages.

Jan. 22


Now, look at keyword mapping doc • 

Have you written enough useful content utilizing the keywords mapped to that page?

• 

Make a content plan that ensures that your pages have sufficient, high quality content and keyword relevancy - Build a long-term quality SEO strategy that will protect you from future updates.


Make a Panda-Protected Content Plan Keyword Selection

Keyword Mapping


Make a Panda-Protected Content Plan Content Guidelines


Content Mapping Document


Content Silos

Consider your site’s thematic structure

• 

Thematically group pages around keywords

Mobile SMB

• 

Quality content within the pages of the section that relate to larger keyword themes

• 

Link pages within the same groups to further strengthen theme of website

• 

Having a strong theme utilizing quality content across your site will keep you safe from future Panda refreshes

Enterprise

SMB

Enterprise

Mobile

Other Relevant Internal Pages


Write content with users in mind.


Panda cares about the user experience. So should you. Panda factors in variables such as: •  High bounce rate on page or site •  Low visit time spent on page or site •  Low % of users returning to a site

Optimize for users too!


Make Content a Focus.

Images and Videos

What other types of content do I need? Whitepapers, Case Studies Infographics

Where else can I utilize my content?


Diversified, quality content can be used for inbound linking

Video

Relevant Industry   Directories  

Guest Blog  Posts   Press  Releases  &   Media  Coverage  

Online Forums  (Quora,  etc.)  

Social Media  Profiles  

Content   SyndicaPon   (whitepapers,   infographics)  


Penguin Shout-out: Audit your Links Are your links relevant? • 

If you were penalized, get familiar with “Disavow Tool” – Disavow bad ones, but have a plan to replace with relevant ones! (Use a spreadsheet, Identify which are relevant and which aren’t)

Some links do more bad than good.

That $100/mo  link  building  campaign  may  have  caught   up  with  you!


Disavow Links Tool Within Google Webmaster Tools


Importance of Closing the Loop Remember that although rankings are fantastic, they aren’t the KPI that impacts the bottom line. Make sure your SEO measurement has kept up and that you’re tracking how much revenue your SEO program contributes to your pipeline.

7 in 10 marketers can’t attribute ROI from SEO – the #1 channel for lead generation.

Source: Webmarketing123 State of Digital Marketing Survey, 2012


From search to CRM, justify your SEO investment

GOOGLE ANALYTICS-­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  |   KEYTOUCH  ATTRIBUTION  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐   -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐-­‐  |  


Example report

Easily identify which keywords contribute to revenue and which are most likely to close deals


Close the Loop, make data-driven decisions Start refining marketing program allocation based on actual revenue instead of just leads or conversions.

Keyword

Revenue Opportunity  

Alloca@on

Keyword A  

$85,000

$ $

Keyword B  

$60,000

$

Keyword C  

$275,000

$ $ $ $


Key Takeaways ü  The most important step to appeasing Panda is to create high quality content that is relevant and provides value. ü  Focus on long-term content marketing strategies rather than easy link building and content generation tactics. ü  Close the loop on measurement and get the most out of your SEO investment


We invite you to… Download: 2012 State of Digital Marketing Report webmarkeFng123.com  

Talk to a digital marketing expert: ü SEO/PPC/Social Media Marketing ü Measurement/Analytics Approach ü Lead Gen Effectiveness Email: seo@webmarke+ng123.com  

TEAM UP WITH AN AWARDWINNING AGENCY (2012)

Panda-monium: How to Beat Google’s Latest Algorithm Update  

Panda Update Affects 48 Million Daily Searches. Webmarketing123 explains how you can beat this latest algorithm update by Google.

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