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AN INTRODUCTION TO SEO:
PAST, PRESENT AND
FUTURE
Algorithmic Factors
• Google does not provide a recipe for its search algorithm.
• Nevertheless, there is a strong understanding around what ingredients are uses…
…if not the exact measurements.
• Saying that, this is possibly not the time and place to go through all 200!
• And this we can achieve by some focus on the macro…
AUTHORITY
• Are you a credible answer to the question the search phrase is begging?
• Are you better than the other credible answers available?
Authority
Technical
Content
Social
Links
How do I show my site is authoritative?
It is important here to stress, in the words of the author, Douglas Adams, “the fundamental interconnectedness of all things”.
• No single element alone will be enough to demonstrate your authority
• Furthermore the benefits of each areas are magnified significantly if you view the process of authority development as a holistic one.
• However, for the purposes of clarity, we look at these individually now.
Human Google
TechnicalDeveloping a site that keeps everyone happy
ContentDemonstrating Authorial Credibility
ContentBlogging
Social Media
Forums / Comment
Boards
VideoInfographics / Presentations
In page
White Papers
Press Releases
LinksExternal Validation
http://en.wikipedia.org/wiki/PageRank
• A global popularity contest vote.
• Main aim - accrual of link authority within one’s domain.
• Google assessed the cumulative authority that a domain collected as a result of the near infinite number of links criss-crossing the internet.
• Historically, it took little or no account for the broader relevancy of the link community, only the quantity.
• But Google recognised it had to block up the loopholes in this system…
• Enter the Penguin
LinksWaves of Penguins
• That’s 115,000,000 searches EVERY DAY.
• 50% of all SEOs affected by Penguin 2.0 within a month.
The Penguin updates are aimed at combatting the artificial influencing of Google rankings with manipulative link building.
• Penguin 1.0 – April 2012 3.1% English searches affected.
• Penguin 2.0 – May 2013 2.3% English searches affected.
• 2.3%? Is that all?
LinksWhat’s Google’s problem? - I
LinksWhat’s Google’s problem? - II
LinksWhat’s Google’s problem? - II
What to expect in 2014?
GOOGLE WILL GET BETTER AT ITS JOB
• Focus on the source of your authority – BRAND
• Links are not dead but the threshold for their value
will become more stringent.
• Similarly, the quality of content development plan
will be more and more important.
• Social Media, particularly G+, will grow as a factor
– direct and indirect – in algorithmic success
• Those who optimise for mobile will move ahead of
the pack.
How to do things differently?
• Develop your social media profile
Authority comes from the “the fundamental
interconnectedness of all things” – content begets links and
social engagement begets both
• Develop a Content Strategy
• Ensure your links have value and reflect a validation of
your authority from a relevant source
Join up the Silos to maximise your visible authority
• Write Quality Content
• Propagate it
• Social Media
• Other Websites
• Traditional Media
• Use your content to actively attract links
• Drive engagement through reciprocity
• Build relationships to actively push your content for
mentions/links