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This presentation was done by Raaj Paatkar at Mumbai SEO & SMM Meetup on March 30, 2014. It covers SEO strategies to rank in Google in face of punishing Google updates like Panda, Penguin and Hummingbird.
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New SEO Strategies for 2014
• What has changed in Google? Why?
• What works in 2014?
• What doesn’t work?
• Tools to aid SEO efforts in 2014
Search Engine Manipulation|
in the Past (Keyword Stuffing)
Keyword Stuffing - Spamming
SEO in Early Days of Google
• On Page SEO
(Keyword Stuffing)
• Off Page SEO
(Links from other Websites to our
website. PageRank played major role)
• (Link Exchange, Directory Submission)
Ranking Algorithm of Modern
Search Engines
SE Ranking Factors Simplified
• On Page SEO
(Text Content of Webpages)
• Off Page SEO
(Links from other Websites to our website.
PageRank, TrustRank plays role)
• Social Signals
(Social Shares, Likes, Comments etc from
Social Media Sites )
Impact of Recent
Google Updates
Panda, Penguin, Hummingbird ….
Google Algorithm Updates
Google Panda
• Google Panda is a change to Google's
search results ranking algorithm that
was first released in February 2011.
• The change aimed to lower the rank of
low-quality sites, thin sites and
content farms, and return higher-
quality sites near the top of the search
results.
What Google Panda Targets?
• Design and User Experience
• Content Quality
• Website Usage Metrics (Bounce
Rate, Time spent on Site etc)
• Panda Update affected Rankings of
Entire Site
Surviving Google Panda
• Fast loading Website
• Improve Website Design - Usability
• Reduce Bounce Rate by Removing
Duplicate pages
• Identify thin content and fix it by
adding text content, pictures and
videos
Surviving Google Panda
• Get rid of Unintentional Duplicate
Content (Categories, Tags, Archives,
WWW and non-WWW)
• Install Integrated Blog on Your
Domain
What Kind of Content Does
Google Panda Like?
• Relevant (On the topic)
• Unique (Original)
• Useful (Offering Value to the reader)
• Engaging (Bounce Rate & Time Spent )
• Fresh (Regularly updated)
• Accurate - No deceiving text content
• No Automated Content, Hidden Text
Tools to Combat
Google Panda
• Google Search Operators (site, intitle, inurl)
• Screaming Frog SEO Spider Tool (Finds duplicate content on all indexed pages)
• Plagspotter.com Copyscape.com (Internal & External Duplicate Content )
• DupeFree Pro (Aids in writing unique content)
• Google Page Speed Test Tool
Google Penguin
• Google Penguin is a change to
Google's search results ranking
algorithm that was first released in April
2012.
• The change aimed to lower the rank of
web sites that went for Web Spam and
Unnatural link schemes (artificial link
building).
What is Web Spam?
• Over Optimized Exact Match Anchor Text
• Overuse of Exact Match Domains
• Low Quality Article Marketing / Blog Networks, Comment Spam
• Keyword Stuffing in Backlinks
• Links from Irrelevant Websites
• Links from low quality Websites
What Kind of Links Does
Google Penguin Like?
• From Relevant Sites (On the topic)
• Natural (Varied Anchor Text)
• High PageRank Websites (Links
from authority websites)
• No anchor text spamming
• No links from blog networks
Surviving Google Penguin /
Negative SEO
• Analyze your Backlink Profile
• Identify Bad Links
• Get Bad / Low Quality Links Removed
• Vary anchor text (long tail, url, click here)
• Wait and Disavow bad links using Google Disavow Webmaster Tool
• Submit Reconsideration Request to Google
• Build only High Quality Links, Maintain Link Velocity and Review Periodically
Tools to Combat
Google Penguin
• Backlink Research Tools
• Google and Bing Webmaster Tools
• MajesticSEO, Ahrefs.com
• Moz.com/tools
• LinkDetox (Identifies bad links)
• Panguin - http://www.barracuda-digital.co.uk/panguin-tool/
• These tools also help in Competitve Backlink Analysis
Google Hummingbird
• Google Hummingbird is a change to
Google's search results ranking
algorithm that was first released in
September 2013.
• The change is designed to better focus
on the meaning behind the words and
yield better search results. Targets
mobile search.
Surviving Google
Hummingbird
• Responsive Website Design (Mobile
Friendly)
• Incorporating LSI Content
• Incorporating Content in form of
Questions and Answers (
Conversational Search)
Other Techniques
• Use interactive content (Quizes)
• Incorporate Structured Data, Rich
Snippets (schema.org)
• User Generated Content like Reviews
• Build Citations (NAP) – e.g. Yelp
• Build Keyword Rich Custom Pages
Conclusion
• Basic SEO still works
• SEO is expanding and overlapping with
Content Marketing and Social Media
Marketing
• Google is trying to shut down Linkbuilding but
they reward Link Earning (Natural Links)
• Google is looking at user interactions on your
website – need to improve user experience
• Social Signals will play important role in SEO