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Beyond Pandas and Penguins: Tac$cs for SEO That Won’t Get You in Trouble
Joel Swaney & Peter Quale
Pandas & Penguins
Introduc9ons
Joel Swaney Senior Search Manager
Peter Quale VP of Technical Search Marke9ng
Pandas & Penguins
Agenda • What do search engines ask of us? • What used to work and what not to do? • What is working today? • What does the future hold? • Google & You – Where can you Learn More? • Q&A
Pandas & Penguins
The Internet is a big messy place
Pandas & Penguins
Search Engines are trying to catalog it.
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They are asking SEO people to help.
Pandas & Penguins
So basically… we are dorky librarians.
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What do Google & Bing Ask of us?
Total Sites Across All Domains August 1995 ‐ May 2012
*Netcra@ Domain Survey
Pandas & Penguins
Google Webmaster Guidelines
hUp://bit.ly/webmasterguidelines
Pandas & Penguins
Bing Webmaster Help
hUp://bit.ly/bingwebmasterhelp
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Penguin Update
Panda Update
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Panda & Penguin
• Both designed to fight webspam and reward quality content.
• Panda – Feb 24th 2011 – Penalized: – Ar9cle sites and content aggregators like About.com – Duplicate content – Un‐linked pages
• Penguin – April 24th 2012 – Affected 3.1 of English queries, and penalized: – Sites with large numbers of unnatural links. – Web pages with liUle‐to‐no content. – Sites that violated content guidelines. – Keyword stuffing and sneaky redirects.
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Penguin Update
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Google & Bing Likes! • Schema Meta Data! • Sitemap XML! • Site speed! • Original content! • Buzz!
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Google & Bing Dislikes.
• Duplicate content. • Slow sites. • Garbage pages. • Ignored sites. • Links from “evil” sites.
Pandas & Penguins
What Used to Work & What NOT to do now
• Bulk Back Links • Content Farming • Over Op9miza9on • Keyword Stuffing
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Bulk Back‐Linking
• Incremental increases in back‐links to our own site.
• Suspicious big jumps. • Did move us to page one for several compe99ve phrases.
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Uh‐oh…. Google Nas9gram.
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Mysterious Backlinks
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Bulk Ar9cle Marke9ng
• Basically “Paid Links” – a big no‐no. • Very liUle “Link Diversity” – “chicken recipes” – “chicken recipes” – “chicken recipes”
• No one asking the ques9on: “Does anyone want to read this garbage?”
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Press Releases
• Press releases are highly suscep9ble to misuse and spam.
• Press releases with merit are s9ll traffic drivers.
• MaU CuUs describes a “con9nuum of content, and the quality of that content, and what defines the value add for a user.” hUp://www.youtube.com/watch?v=o7sfUDr3w8I
Pandas & Penguins
Over‐Op9miza9on
• Keyword Domains: – Why‐Does‐My‐Dog‐Seem‐Hungry‐All‐The‐Time.com – WhatDoMacaquesEat.com
• Op9mized internal keyword‐laden links. • High keyword density. • Exact match of 9tles, headers, URL. • Going beyond a reasonable effort to improve a page.
• A perfect site is not always best.
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What’s Working Today?
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What’s Working Today? Specialized Op9miza9on
• Content – Pages worth reading. – Uniqueness – Reading Level Targe9ng – Sites with images
Pandas & Penguins
What’s Working Today? Specialized Op9miza9on
• Site speed – HTTP Compression – Image Compression – HTTP Requests
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What’s Working Today? HTML Templates
• Google has to store this data, so we help to keep it small.
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What’s Working Today? HTML Templates
• Code bloat can be a problem. – Minify JavaScript – Reduce the number of included files
– Use CSS wisely
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What’s Working Today? Indexability!
• Indexability – XML Sitemaps Diagnos9c
Pandas & Penguins
What’s Working Today? Indexability!
• Ideally we know exactly how many pages should be indexed.
Pandas & Penguins
What’s Working Today? Indexability! • Monitoring Google & Bing’s Indices
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What’s Working Today? Responsive Design & Infinite Scrolling • Flexible templates encourage HTML5 and CSS3.
• Infinite Scrolling Speeds ini9al page load 9mes and reduces paging.
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What’s Working Today? Mobile Search
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What’s Working Today? Social Widgets!
• Google +1’s do affect search rankings.
• Choose highly interes9ng and compelling informa9on to share.
• Don’t be afraid to use Pinterest.
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What’s ahead for search?
• Google Knowledge Graph • Facebook Search • Smartphone/ Tablet Specific Results
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Google Knowledge Graph
• Based in seman9c search • Currently only for popular culture searches • Could be expanded in 2013
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Facebook Search
• Basing search rankings on “Likes” and “Reach”
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Mobile Search Results
• Likely to favor local results with relevant map lis9ngs.
• Might favor responsive design sites and homepages with click‐to‐call phone numbers.
• Likely to become device specific. – iPads get different results than Blackberry
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Where can you learn more?
• Google and Bing Webmaster Help pages • Newish Google Site: Webmaster Academy
hUp://bit.ly/webmasteracademy
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Q&A