Percussion Software webinar slides with 5 Best Practices for getting found now that Google has dramatically revamped the rules of the SEO game.

1. Best Practices for Getting Found in the Age
of The New Google Search
May 23, 2012
Presented By:
Aaron Dun
Vice President of Marketing & Strategy
@ajdun
© 2012 PERCUSSION SOFTWARE, INC 1

2. Simplicity Without Sacrifice
Delivering Innovative Web Experiences for Over 11 Years

3. The Only Constant is Change
• Google is constantly
working to make search
more relevant
• Changes come rapid
fire (500+/year)
• Keep up at your
own peril!
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4. The Other Reason…
Remember these Eight “Black Hat” tricks?
1. White Text
2. Hidden meta fields
3. Alternative landing pages
4. Doorway pages
5. Alt Text spam
6. Link Farming
7. Paid links
8. Content Farms
On and on it goes…
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5. “The Killer Six”
In making Search more
relevant, the following six
changes have shaken the
foundation of SEO
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6. 1. Panda (Originally Named “Farmer”)
When:
February 2011
What:
“De-lists” Content Farms
Impact:
Microsite strategies
out the window
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7. 2. Google Drops the Google+ Bomb
When:
June 2011
What:
Google+ Launches
Impact:
Community content is
now searchable
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8. 3. Search Encryption
When:
October 2011
What:
Searches are encrypted using SSL
Impact:
Search terms not passed
across when logged in to
Google (30% of searches)
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9. 4. Caffeine Freshness Update
When:
November 2011
What:
More recent content displayed
at top of results
Impact:
Stale content will rank lower
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10. 5. Search Plus Your World
When:
January 2012
What:
Search results will
include results from
your Google+ community
Impact:
Search results are
now personalized
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11. 6. Penguin
When:
April 2012
What:
“Overstuffed” keyword pages
dropped from rankings
Impact:
Keyword strategy needs
to be restructured
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12. White Hat Wipeout
Old Habit How the Update Killed It
“Page One” Rankings All results are now
personalized
Optimize Page Stale content is now irrelevant,
by Page freshness matters
Keywords Rule “Stuffing” is now penalized
Social as a Silo Social + Site = Online
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13. © 2012 PERCUSSION SOFTWARE, INC Photo by tEdits 13

14. Step 1:
Write valuable
content more
frequently
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15. Step 2:
Scale the number
of content contributors
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16. Step 3:
Update stale and
out of date content
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17. Step 4:
Engage with the
social community
© 2012 PERCUSSION SOFTWARE, INC Photo by ElCapitanBSC 17

18. Step 5:
Tell a compelling story
© 2012 PERCUSSION SOFTWARE, INC Image is in the public domain 18

19. “New Habits for Highly Successful SEO”
Old Habit How the Update Killed It New Habit
“Page One” Rankings All results are now Focus on core topics
personalized
Optimize Page by Stale content is now irrelevant, Publish more content in
Page freshness matters more channels
Keywords Rule “Stuffing” is now penalized Good, well-formed
content
Social as a Silo Social + Site = Online Social now key element
of your SEO strategy
© 2012 PERCUSSION SOFTWARE, INC 19

20. But Wait, There’s MORE?!!
Keep Moving
Be Flexible
Be Agile!!
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21. Connect With Us!
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