how google's panda and penguin changes will effect your website
DESCRIPTION
Google's Penguin update was a killer for some big brands and the Panda update benefited sites that were designed and written with the visitor in mind (as opposed to search engines). Todd Mumford delivers great tips and insights at Studiothink's latest Think60 event on June 20, 2013, helping marketers and owners understand what they can do to improve their website to get more of that "Google love". Think60 Guest Presenter: Todd Mumford, Riverbed MarketingTRANSCRIPT
WELCOME
a studiothink presentation
how google’s changes will effect your website
how google’s changes will effect your website
Today’s Speaker: Todd Mumford
how google’s changes will effect your website
Today’s Speaker: Todd Mumford
From: Riverbed Marketing
how google’s changes will effect your website
Today’s Speaker: Todd Mumford
From: Riverbed Marketing
Presented by Studiothink Creative in Surrey, BC
TOPIC INTRO
Studiothink helps companies brand and build beautiful websites...but what
happens if nobody finds your website when they search on Google?
Today’s topic will answer these questions
•what the recent Google Panda and Penguin updates are?
•how they impact your website?
•what you can do to improve your page rank in Google?
SPEAKER INTRO
todd mumford, riverbed marketing
•Studiothink cohort since 2008
•10 years of online marketing
•experience with small and large brands including Telus and Disney
•expert in SEO, link building strategies, content marketing, landing page
conversion campaigns, increasing online leads and improving search revenue
•member of Web Analytics Assn, SEMPO, BBB and is Google Adwords Certified
•known to be a snowboarding ninja
How Google’s New Changes Will Affect Your Website and Business
Todd Mumford -‐ Riverbed MarkeDng
Before We Begin…
Let’s Take a Minute to Learn a Few Quick Terms
OK, We are Ready
OK, We are Ready
Of A New Way To Do Business Online and Win Over Customers…
TradiDonal MarkeDng is Dead
What is TradiDonal MarkeDng?
“There’s only one thing in the world worse than being talked about, and that is not being talked about.” – Oscar Wilde
What is TradiDonal MarkeDng?
• Shout It and They Will Come
“There’s only one thing in the world worse than being talked about, and that is not being talked about.” – Oscar Wilde
What is TradiDonal MarkeDng?
• Shout It and They Will Come• One Size Fits All
“There’s only one thing in the world worse than being talked about, and that is not being talked about.” – Oscar Wilde
What is TradiDonal MarkeDng?
• Shout It and They Will Come• One Size Fits All• Less PersonalizaDon
“There’s only one thing in the world worse than being talked about, and that is not being talked about.” – Oscar Wilde
What is TradiDonal MarkeDng?
• Shout It and They Will Come• One Size Fits All• Less PersonalizaDon• Direct Ad Approach
“There’s only one thing in the world worse than being talked about, and that is not being talked about.” – Oscar Wilde
What is TradiDonal MarkeDng?
• Shout It and They Will Come• One Size Fits All• Less PersonalizaDon• Direct Ad Approach• Outbound Mentality
“There’s only one thing in the world worse than being talked about, and that is not being talked about.” – Oscar Wilde
TradiDonal MarkeDng is Dead But Why?
“All things being equal, people do business with, and refer business to people they know, like and trust.” – Bob Burg
TradiDonal MarkeDng is Dead But Why?
• Acquiring New Customers Is More Expensive
“All things being equal, people do business with, and refer business to people they know, like and trust.” – Bob Burg
TradiDonal MarkeDng is Dead But Why?
• Acquiring New Customers Is More Expensive• Consumers Aren’t Listening
“All things being equal, people do business with, and refer business to people they know, like and trust.” – Bob Burg
TradiDonal MarkeDng is Dead But Why?
• Acquiring New Customers Is More Expensive• Consumers Aren’t Listening• TradiDonal Marketers are out of Touch
“All things being equal, people do business with, and refer business to people they know, like and trust.” – Bob Burg
TradiDonal MarkeDng is Dead But Why?
• Acquiring New Customers Is More Expensive• Consumers Aren’t Listening• TradiDonal Marketers are out of Touch• Modern Consumers Crave Community
“All things being equal, people do business with, and refer business to people they know, like and trust.” – Bob Burg
TradiDonal MarkeDng is Dead But Why?
• Acquiring New Customers Is More Expensive• Consumers Aren’t Listening• TradiDonal Marketers are out of Touch• Modern Consumers Crave Community• Modern Consumers Crave Brands
“All things being equal, people do business with, and refer business to people they know, like and trust.” – Bob Burg
Screaming at the Masses
Consumer Direct AdverDsingIs “White Noise”
Consumer Direct AdverDsing
• Only 8% of consumers prefer Internet Ads
Is “White Noise”
Consumer Direct AdverDsing
• Only 8% of consumers prefer Internet Ads• 86% mute the TV, change the channel /skip ads
Is “White Noise”
Consumer Direct AdverDsing
• Only 8% of consumers prefer Internet Ads• 86% mute the TV, change the channel /skip ads• 75% of people don’t believe adverDsements
Is “White Noise”
Consumer Direct AdverDsing
• Only 8% of consumers prefer Internet Ads• 86% mute the TV, change the channel /skip ads• 75% of people don’t believe adverDsements• Only 6% of people in their 20’s read newspapers
Is “White Noise”
Consumer Direct AdverDsing
• Only 8% of consumers prefer Internet Ads• 86% mute the TV, change the channel /skip ads• 75% of people don’t believe adverDsements• Only 6% of people in their 20’s read newspapers• Only 41% believe search engine ads are a good source of product informaDon
Is “White Noise”
But Wait – Why Does Google Care?
Let’s Consider The Google Mission Statement
Google’s mission is to organize the world’s informaDon and make it universally accessible and useful.
And the Google Webmaster Guidelines:
And the Google Webmaster Guidelines:
• User Experience is Key
And the Google Webmaster Guidelines:
• User Experience is Key• Develop InformaDon-‐Rich Websites
And the Google Webmaster Guidelines:
• User Experience is Key• Develop InformaDon-‐Rich Websites• Make Pages for Users
And the Google Webmaster Guidelines:
• User Experience is Key• Develop InformaDon-‐Rich Websites• Make Pages for Users• Don’t Deceive Users
And the Google Webmaster Guidelines:
• User Experience is Key• Develop InformaDon-‐Rich Websites• Make Pages for Users• Don’t Deceive Users• Think About What Makes Your Website(and Brand) Unique
And the Google Webmaster Guidelines:
• User Experience is Key• Develop InformaDon-‐Rich Websites• Make Pages for Users• Don’t Deceive Users• Think About What Makes Your Website(and Brand) Unique• Content is King
The Number of Websites Online is Growing ExponenDally.
The Number of Websites Online is Growing ExponenDally.
• 51 million – Number of new websitesin 2012 alone.
The Number of Websites Online is Growing ExponenDally.
• 51 million – Number of new websitesin 2012 alone.• 35% Increase in Web Page Content
The Number of Websites Online is Growing ExponenDally.
• 51 million – Number of new websitesin 2012 alone.• 35% Increase in Web Page Content• 2.4 billion – Number of Internet users worldwide.
The Number of Websites Online is Growing ExponenDally.
• 51 million – Number of new websitesin 2012 alone.• 35% Increase in Web Page Content• 2.4 billion – Number of Internet users worldwide.
• 144 billion – Total email traffic per day worldwide.
The Number of Websites Online is Growing ExponenDally.
• 51 million – Number of new websitesin 2012 alone.
So – How Does Google Enforce Their Rules in a Really Big Internet World?
• 35% Increase in Web Page Content• 2.4 billion – Number of Internet users worldwide.
• 144 billion – Total email traffic per day worldwide.
Meet Google Panda…
Queue Stage Lek, The Farmer – AKA Panda Update
Queue Stage Lek, The Farmer – AKA Panda Update
• Primarily a Site Quality Update
Queue Stage Lek, The Farmer – AKA Panda Update
• Primarily a Site Quality Update• First launched February 23, 2011
Queue Stage Lek, The Farmer – AKA Panda Update
• Primarily a Site Quality Update• First launched February 23, 2011• Series of “IteraDons”
Queue Stage Lek, The Farmer – AKA Panda Update
• Primarily a Site Quality Update• First launched February 23, 2011• Series of “IteraDons”• “Baked” into Google March 14, 2013
Queue Stage Lek, The Farmer – AKA Panda Update
• Primarily a Site Quality Update• First launched February 23, 2011• Series of “IteraDons”• “Baked” into Google March 14, 2013• Hurts Websites that Neglect User Experience
Queue Stage Lek, The Farmer – AKA Panda Update
• Primarily a Site Quality Update• First launched February 23, 2011• Series of “IteraDons”• “Baked” into Google March 14, 2013• Hurts Websites that Neglect User Experience• Results in Dropped Rankings for Offending Sites
Meet Google Penguin…
Queue Stage Right – The “Penguin” Update
• Primarily a “Link” Update
Queue Stage Right – The “Penguin” Update
• Primarily a “Link” Update• First launched April 24, 2012
Queue Stage Right – The “Penguin” Update
• Primarily a “Link” Update• First launched April 24, 2012• Series of “IteraDons”
Queue Stage Right – The “Penguin” Update
• Primarily a “Link” Update• First launched April 24, 2012• Series of “IteraDons”• Hurt Websites that Carried Paid or Poor Quality Links
Queue Stage Right – The “Penguin” Update
• Primarily a “Link” Update• First launched April 24, 2012• Series of “IteraDons”• Hurt Websites that Carried Paid or Poor Quality Links• Results in Dropped Rankings for Offending Sites
Queue Stage Right – The “Penguin” Update
• Primarily a “Link” Update• First launched April 24, 2012• Series of “IteraDons”• Hurt Websites that Carried Paid or Poor Quality Links• Results in Dropped Rankings for Offending Sites
So How Do I Avoid These Deadly (But Cute) Animals and Generate Some Real Google Love?
Queue Stage Right – The “Penguin” Update
Build An Awesome Brand On and Offline
Begin Improving Your Brand
Begin Improving Your Brand
• Listen To Your Customers
Begin Improving Your Brand
• Listen To Your Customers• AcDvely Engage Your Customers With Great Content
Begin Improving Your Brand
• Listen To Your Customers• AcDvely Engage Your Customers With Great Content• Demonstrate Your ExperDse
Begin Improving Your Brand
• Listen To Your Customers• AcDvely Engage Your Customers With Great Content• Demonstrate Your ExperDse• Address Consumer “Pain Points”
Begin Improving Your Brand
• Listen To Your Customers• AcDvely Engage Your Customers With Great Content• Demonstrate Your ExperDse• Address Consumer “Pain Points”• Build an Awesome Consumer Experience Online
Begin Improving Your Brand
• Listen To Your Customers• AcDvely Engage Your Customers With Great Content• Demonstrate Your ExperDse• Address Consumer “Pain Points”• Build an Awesome Consumer Experience Online
The Face of Your Brand is Your Website…
Grow and Thrive Online
Grow and Thrive Online
• Focus on Making a Great Website
Grow and Thrive Online
• Focus on Making a Great Website• Focus on SDckiness, Usability
Grow and Thrive Online
• Focus on Making a Great Website• Focus on SDckiness, Usability• Give Consumers Reasons to Revisit and Share Your Brand
Grow and Thrive Online
• Focus on Making a Great Website• Focus on SDckiness, Usability• Give Consumers Reasons to Revisit and Share Your Brand• Ensure Your Message is Heard in as Many Places as Possible…
Grow and Thrive Online
• Focus on Making a Great Website• Focus on SDckiness, Usability• Give Consumers Reasons to Revisit and Share Your Brand• Ensure Your Message is Heard in as Many Places as Possible…• Engage Your Audience, Don’t Market “At” Them
Grow and Thrive Online
• Focus on Making a Great Website• Focus on SDckiness, Usability• Give Consumers Reasons to Revisit and Share Your Brand• Ensure Your Message is Heard in as Many Places as Possible…
Be Everywhere – Prominent In Search Engines, Social Media, Pay Per Click, Pinterest, and many others…
• Engage Your Audience, Don’t Market “At” Them
But Wait, I Don’t Have an Online Presence, Yet?
No Problem – Start With the Basics!
No Problem – Start With the Basics!
• Build a Great Website
No Problem – Start With the Basics!
• Build a Great Website• Develop A MarkeDng Plan
No Problem – Start With the Basics!
• Build a Great Website
• Consider Each Channel an Extension ofBrand
• Develop A MarkeDng Plan
No Problem – Start With the Basics!
• Build a Great Website
• Consider Each Channel an Extension ofBrand
• Develop A MarkeDng Plan
• Highest ROI Channels – SEO andContent MarkeDng
No Problem – Start With the Basics!
• Build a Great Website
• Consider Each Channel an Extension ofBrand
• Develop A MarkeDng Plan
• Highest ROI Channels – SEO andContent MarkeDng• Stay Consistent
No Problem – Start With the Basics!
• Build a Great Website
• Consider Each Channel an Extension ofBrand
• Develop A MarkeDng Plan
• Highest ROI Channels – SEO andContent MarkeDng• Stay Consistent
OK, What If I Already Engage in Online MarkeDng?
Audit What You’ve Got!
Audit What You’ve Got!
• Does it Generate Trackable Revenue?
Audit What You’ve Got!
• Does it Generate Trackable Revenue?• Does it Support Key Message of Brand?
Audit What You’ve Got!
• Does it Generate Trackable Revenue?• Does it Support Key Message of Brand?• Is it Delivered Transparently to You?
Audit What You’ve Got!
• Does it Generate Trackable Revenue?• Does it Support Key Message of Brand?• Is it Delivered Transparently to You?
• Does it Feel White Hat / Above Board?
Audit What You’ve Got!
• Does it Generate Trackable Revenue?• Does it Support Key Message of Brand?• Is it Delivered Transparently to You?
And Remember, the Key Is Consistent, AcDve Engagement
• Does it Feel White Hat / Above Board?
Some Takeaways (Without Delivery Charges)
5 Takeaways
5 Takeaways
• Building Your Brand is Everything
5 Takeaways
• Building Your Brand is Everything• Demonstrate How You Are Expert
5 Takeaways
• Building Your Brand is Everything• Demonstrate How You Are Expert
• Engage Consumers in Online MarkeDng
5 Takeaways
• Building Your Brand is Everything• Demonstrate How You Are Expert
• Always Be Consistent
• Engage Consumers in Online MarkeDng
5 Takeaways
• Building Your Brand is Everything
• Build a Brand or Be EatenBy Google Animals
• Demonstrate How You Are Expert
• Always Be Consistent
• Engage Consumers in Online MarkeDng
5 Takeaways
• Building Your Brand is Everything
• Build a Brand or Be EatenBy Google Animals
• Demonstrate How You Are Expert
• Always Be Consistent
• Engage Consumers in Online MarkeDng
Do This, and Your Customers and Will Love You…And
You Won’t Get Poked by The Next Google Animal
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or visit our websitewww.studiothink.com