2
3
2011
Google Panda
2012
Google Penguin
2013
Hummingbird
PandaChange: Focused on cleaning up
sites that have little to contribute to
the user. The content should be
original and useful.
Effect: Panda is a measure which
affects the whole website
PenguinChange: Aimed at reducing web spam.
Penalizes pages that make excess use of
repetitive or hard anchor texts and low quality
article domains, spam blogs and
keywordstuffing.
Effect: Loss of Keyword positioning level
• From quantity to quality
• Content strategy aimed at websites with traffic and value, avoiding
certain types of links
• Linkbait: companies that generate natural social links
Commercial
Random
Combination
pages
•
•
•
•
•
•
•
19
Google Guidelines for SEO (GOOGLE WEB MASTERS TOOLS)
•
•
•
•
•
•
42
OWNED
Corporate Content (brochure, shop,
web)
PAIDTraditionalMedia
EARNED
WOM
PressCoverage
Mobile (apps/games)
Website content
Social (FB pages, blogs/
Twitter acts)
Media
Paid search
Display
Social (FB ads/
sponsored tweets)
Mobile (ads)
Paid/Earned Media:Social media ads, shares,
likes,
Reputation management
Mobile ads, shares,reviews
Paid/Owned Media:Mobile ads, apps,
games
Social media ads,
Twitter content, blogs
Earned/Owned/Paid
MediaSocial (ads, blogs, shares,
sponsored content)
Mobile (apps, shares, ads)
Earned/Owned
Media:Social likes, shares,
retweets
Mobile ads, shares,
reviews
•
•
•
•
•
SEO
BLOG
SOCIAL MEDIA
EMAIL MARKETING
/DATA BASES
…
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