search engine optimization in the panda, penguin, and hummingbird era
Post on 14-Sep-2014
619 views
DESCRIPTION
The latest techniques for avoiding/recovering from Google penalties, suggestions for effective content marketing, and making the most of social media.TRANSCRIPT
The Best Things in Life Are Free
Leveraging the Power of Smarter Organic SEO to Drive More Customers to your Website at No Cost to You
By Jenny McDermottwww.linkedin.com/in/uxdesignermn
© 2013 - 2014 Jenny McDermott
How SEO has changed over time
Phase one of SEO -Keyword Manipulation, Matching characterstrings
Phase Two:Backlinks:Links to your siteFrom others is a “vote” for your Page content
Phase FourAnd FINAL phase:Content is King
Phase Three: Social signals:Likes, Retweets,Follows, Plus Ones
© 2013 - 2014 Jenny McDermott
1999 - 20061994 - 1999 2006 - present present
On-Page Optimization (keywords)
Panda algorithm update, February 2011
Page with thin contentehow.com page with thin content
Page with good contentHealthy cooking guide
NO keyword stuffing, purposeful duplicate content,Cloaking, sneaky redirects, or doorway pages
© 2013 - 2014 Jenny McDermott
Request a manual reviewManual Review of Site
Making Duplicate Content Okay
Url parameters
301 Redirects Don't delete old pages, Put 301 redirect tags on them 301 Redirect tags
Neutralize duplicate content to avoid penalties
Shopping cartSession IDsProduct or other pages that can be sortedHow to cope with url parameters
<link rel=”canonical” href=”http://www.mycanonicalurl.com”>
© 2013 - 2014 Jenny McDermott
Canonical urls
Beyond Keyword Matching
“Things, not strings”
Universal Search - Search Engine Results Pages (SERPs)VideosImagesright-side columns Links to shopping resources For searches for entities
Rich snippetsSchema.org markup enables you To make “rich snippets” on your pagesHow to make rich snippets
Open Graph video tags to get thumbnails ofvideos on your site into the SERPsOpen Graph Protocol siteOpen Graph for Facebook apps
© 2013 - 2014 Jenny McDermott
Page Rank & Link Juice
Get links from other sites to yours...
Paid links, esp. from high PR sitesPaid reviewsReciprocal link arrangementsLinks to your page in an article
Or press release published on another siteInformercials with links back to your siteLinks from your signature in
A forum discussionLinks from directoriesAutomated programs to create backlinksLink farmsLinks from eventbrite event listingsUnsolicited editorial links
Sources of backlinks:
© 2013 - 2014 Jenny McDermott
The Penguin Strikes
Paid links, esp. from high PR sitesPaid reviews
Reciprocal link arrangements ?Links to your page in an article
Or press release published on another siteInformercials with links back to your siteLinks from your signature in
a forum discussion
Links from directories ?Automated programs to create backlinksLink farmsLinks from eventbrite event listingsUnsolicited editorial links
Penguin 1.0 Algorithm update, April 2012
© 2013 - 2014 Jenny McDermott
Defending Against Penguin
Avoiding Penguin penalties:
1. Use the nofollow tag in links you write and other sites publish.
2. Check and correct your backlink profile.
Use Google disavow tool as last resort
Have “unnatural” links removed"Remove 'em" link removal service
Find your backlinksOpen Site Explorer
Manual link data analysisDIY Link analysis and removal
© 2013 - 2014 Jenny McDermott
About disavowing links
Directories
These are free and have “DO follow” linking:
Nofollow links but lots of stuff for free:manta.com
© 2013 - 2014 Jenny McDermott
Open Directorydmoz.org
Google Places for Businesshttp://www.google.com/local/add/g?hl=en
Bing Places for Businesshttps://www.bingplaces.com
Bing Rich Captions
Yahoo Basic ListingLocal listings home page
Social Media Signals
Social media can help you rank in SERPs
Share on bookmark sitesAddThis buttonsSharing buttons code
Follow Us links to yourFacebook, Twitter, LinkedIn,Pinterest, Google+ accounts
© 2013 - 2014 Jenny McDermott
Follow buttons code
Making the Most of Facebook
There's more to signals than just “Likes”
Facebook social plugins provide a dozenTypes of button or box to connectYour site to a visitor's Facebook accountComment widget on Jenny's Website
Most don't require you to know how to codeSome require rudimentary knowledge ofJavascript or phpFacebook's social plugins Open Graph video tags will help you to get thumbnails of your videos in the listing of your page In SERPsOpen Graph ProtocolHow-to article on using Open Graph
© 2013 - 2014 Jenny McDermott
Making the Most of YouTube
Make “How-to” videos for YouTube
You can link to your site, your social media pages,blogs, or apps from your video, and also put in an Email link so people can mail the video to others
You can demo an actual task, Or simply explain how something worksEric the Car Guy Video
© 2013 - 2014 Jenny McDermott
Making the Most of LinkedIn
© 2013 - 2014 Jenny McDermott
LinkedIn Company pages can help improve search ranking
Put keywords in the link to “Other” websitesin your contact informationMy LinkedIn profile
Create targeted variations of your Products and Services pageHubspot LI pages
Encourage employees to join LinkedIn and participate in discussion groupsMy interest groups
How to tell if it's a good group:Recent postsHigh numbers of postersHigh percentage of replies to posts
Making the Most of Twitter
In your own Twitter account:
Hashtags: put hashtags (#) in your tweets on Keywords for your business or industry.Twitter
On your Website:
Use the embedded timeline widgetTwitter widgets
And Twitter cardsTwitter card validator
Two ways of maximizing the potential of Twitter
© 2013 - 2014 Jenny McDermott
Making the Most of Google+
Does having a Google+ business page give your siteA boost in SERPs ranking?
Google says no; professional SEOs say yesGoogle official on authorship and search rankings
Authorship allows you to put contentFrom your site, blog, articles, on your Google+ pagesHow to set up Google+ authorship
Google is the 800-pound gorilla of the Internet.Google Plus is its baby. Consider the implicationsand act accordingly.
© 2013 - 2014 Jenny McDermott
Google Hangouts on airFree videoconferencing and broadcasting
Content is King!
Actually, it always has been.
The best possible SEO strategy is Publishing quality content.
Web presence is intended To attract and retain customers.
Panda and Penguin are ongoing updates.They enforce the “content is king” rule.
© 2013 - 2014 Jenny McDermott
Hummingbird enables conversational search.
Improve the Signal-to-Noise Ratio
Create content that speaks to your target audience's wants and needs.
Who is your target audience?
Who buys from you now?
What are their characteristics?
How do they use your product or services?
© 2013 - 2014 Jenny McDermott
Amplify the Signal
Find the people who are like your customers...
Trade publicationsProfessional association sitesBlogsForumsLinkedIn groupsGoogle+ circlesTwitter feedsYouTube channels
© 2013 - 2014 Jenny McDermott
Amplify the Signal
...and talk about their needs, wishes, fears, interests, hopes
Your name, company name, brand names, linksto site and social media pages in forumand blog comments
Suggestions, advice, stories, referrals
How-to videos and/or pages WebinarsGoogle on-air hangouts
Articles in trade journalsGuest blogsOnline toolsRoof Savings Calculator
© 2013 - 2014 Jenny McDermott
Getting Conversions & Supporting Customers
Give qualified prospects a reason to come back
Prospects' buying process
B2B buyers may need to get approval from somebody elsePeople must feel safe in order to buyMake it easy for people to buyProspects may be doing comparison shopping
Site design must meet minimal standards
Clean and simpleClear, consistent navigationHave someone who doesn't know you test and critique itSite critique forum on sitepoint.com
© 2013 - 2014 Jenny McDermott
Prove It!
How to “Prove It!”
Publish research about your product or service, your product or service's impact on end users, trends in your industry
Use testimonials from satisfied customers, Certifications, seals of approval, awards, etc.Reviews – Google gives points for good reviewsSitejabber, Yelp,
Mentions in authoritative sources in any mediumPhotos of the building and/or employeesBios of owners and principalsCompany historyAdequate contact information
Credibility and Trust
,
© 2013 - 2014 Jenny McDermott
Better Business Bureau