Upload
barry-schwartz
View
422
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
GODZILLA, SNUFFLEUPAGUS, AND THE FUTURE OF SEARCH SUCCESS
PLUS, PANDA & BEYOND
Gil Reich (@GilR)Managing Greatness
Most Radical Transformation Ever (?)
Gil Reich, Managing Greatness. @GilR
Google can make major changes tomorrow. But their general direction seems clear.
Gil Reich, Managing Greatness. @GilR
Gil Reich, Managing Greatness. @GilR
Gil Reich, Managing Greatness. @GilR
Gil Reich, Managing Greatness. @GilR
Gil Reich, Managing Greatness. @GilR
Gil Reich, Managing Greatness. @GilR
Gil Reich, Managing Greatness. @GilR
It’s easier to detect social spam than link spam ~@VanessaFox
Snuffy or Godzilla?
Gil Reich, Managing Greatness. @GilR
Google sees itself as Snuffleupagus; its critics see it as Godzilla ~@JeffJarvis
2001: The Australia Strategy
Gil Reich, Managing Greatness. @GilR
2012: Nowhere to Hide
Gil Reich, Managing Greatness. @GilR
Not Your Mother’s SERPs
Gil Reich, Managing Greatness. @GilR
What people once called search and SEO are dead. Search will increasingly involve social, local, personalization, video, etc.
Quality & Spam
Gil Reich, Managing Greatness. @GilR
The people are represented by two separate yet equally important groups.
Gil Reich, Managing Greatness. @GilR
The Thin Content Problem
Amit: We got a lot of good fresh content, and some not so good.
Matt: It was like, “What’s the bare minimum that I can do that’s not spam?” It sort of fell between our respective groups.
Gil Reich, Managing Greatness. @GilR
The Hole in Google’s Defense
Gil Reich, Managing Greatness. @GilR
Google’s Blind Spot (BP)
Pages: Mass produced Highly targeted Not spam
Sites: Trusted
Gil Reich, Managing Greatness. @GilR
Google’s Response
Panda Publisher Pollution Penalty Starts using signals previously
considered too spammable: User behavior Social profile
Penalty and Ranking Factor Site-wide (like a Penalty) Ranking Factor (like incoming links
…) Updated Infrequently (like PageRank)
Gil Reich, Managing Greatness. @GilR
It’s a floor wax and a dessert topping! ~Chevy Chase
Gil Reich, Managing Greatness. @GilR
Penalties: Before & AfterBefore After
Gil Reich, Managing Greatness. @GilR
Panda vs Demand Media
Document Classifier
Gil Reich, Managing Greatness. @GilR
IRSWikipediaNew York Times
ScrapersThin Content
Pogo-Sticking
Gil Reich, Managing Greatness. @GilR
… the number of times that other search results are selected after a particular search result is selected … may be used to improve search result ranking …
-- Yahoo! Patent
Pogo Sticking
Gil Reich, Managing Greatness. @GilR
Gil Reich, Managing Greatness. @GilR
It’s too hard now to fake a natural footprint well enough to fool Google ~@GregBoser
Gil Reich, Managing Greatness. @GilR
Don’t Rank Where You Can’t Deliver
Gil Reich, Managing Greatness. @GilR
Fix or Kill Your Worst Pages
Gil Reich, Managing Greatness. @GilR
Link Out
Better the user find the right site from you than by asking Google again.
Gil Reich, Managing Greatness. @GilR
Get Social
In May 2010 I said that we weren’t using Social Signals. Now we are. ~@MattCutts
SEO = Web Strategy
Gil Reich, Managing Greatness. @GilR
The job of SEO has been upgraded from SEO to web strategist. Virtually everything you do on the Internet with your website can impact SEO today. That is especially true following Panda.
-- Rand Fishkin
Gil Reich, Managing Greatness. @GilR
Google’s Timeless Problem
"Junk results" often wash out any results that a user is interested in …
the number of documents … has been increasing by many orders of magnitude.
People are still only willing to look at the first few tens of results.
-- Larry Page, 1998
SUMMARY
Gil Reich, Managing Greatness. @GilR
Panda …
Google corrected a key blind spot Penalties can be subtle & sitewide,
and are not just for spam Users hating some pages can now
hurt your whole site Google now considers all signals that
it can measure
Gil Reich, Managing Greatness. @GilR
Plus …
Build your social profiles Build relationships Engage others
Gil Reich, Managing Greatness. @GilR
… and Beyond
Harder to fake natural than to be natural
Harder to spam in the age of social Focus on relationships and reputation SEO inseparable from web strategy
Gil Reich, Managing Greatness. @GilR
If You Missed Anything …