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Search Engine Optimisation
Google Algorithm – 2013 History
Oct-13 Penguin 2.1
Aug-13 Hummingbird
May-13 Penguin 2.0
Jun-13 Payday Loan/Porn
Originally Apr-12
Feb-11 Panda
SEO in late 2013
• Google Local is dominating localised keywords• No more links in press releases!• “Social signals” from Facebook, LinkedIn, Twitter etc
are becoming vital• Mobile search is becoming more important i.e. people
searching via smartphones• As important as email marketing to existing clients• Keyword research to develop “targeted” keyword lists
is even more important• (not provided)• Need to worry about “link” sites, not just your site
Penguin 2.0 & in general
• Well written sites• Sites with little
advertising• Proven niche
“authority” sites
• Keyword stuffing• Poor link building
practices (both in & out)
• Lots of exact-match anchor texts (30% or more of a link profile)
• Too many ads “above the fold”
3 Keys to SEO
1 Linkworthy - make it useful & compelling– SEO is intertwined with web site design & content– Tips booklets, news, content– Bear in mind it’s the law we are talking about!
2 Keywords & Content - Site optimisation– Theme optimization = keyword-focused content– More content = higher PR– Follow best practices, avoid worst
3 Link Popularity - Off-site optimisation– Social signals– Maximize high PR inbound links (backlinks)– Keyphrase filled anchor text (example: “planning solicitor”
not “Kingsley Smith”
Domain authority
Page structure still important
Meta title
Page name
H1 tagH2 tag
Body copy
An example
Rank = No.2Searches/month = 100Visits = 5Pages/View = 4.6Time on Site = 2:17
Panda in general
• Well structured sites• Well written sites• Sites with little
advertising• Sites that can be/are
being “socially shared”
• Low quality sites• Low quality/short
content (aimed at content farms)
• High advert/content ratio
• Technically poor sites• Duplicate meta
titles/descriptions
Duplicate page titles
Hummingbird
• Better semantic search “apple & Apple”
• High quality content• Enhanced user
experience• Shareable content
• Press release links should be “no follow”
• Guest blogging could be penalised
Google Webmaster Tools
So what can be achieved – I ?
http://www.conscious.co.uk/presentations
So what’s it all about? This.
But what keywords?
Measurements
Link building
• Less is more now• Getting less links from higher quality sites
(higher PR or Domain Authority)• Guest blogging• Use a keyword, not the name of the firm for
the “visible phrase”
Use of Site Maps
• Manual site maps• Auto-generated sitemaps for Google upload
Tutorial (if we have time)
• Someone be brave, let’s do some work!• Give me your website address• What is the target phrase you think we
should look at?