March of Penguins & Panda's | The Future of Search
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Google Dave's presentation at The PRCA #prgateway event on 25th September 2012
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March of Penguins & Panda's | The Future of Search
- 1. MARCH OF THE PENGUINS AND PANDAS GOOGLE’S EVOLUTION OF SEARCH AND WHAT YOU NEED TO KNOW WHY? HAPPY CUSTOMERS @googledave
- 2. WHO IS GOGLE’S CUSTOMER? (Screen shot Google followed by a big YOU @googledave
- 3. WHY SHOULD IT BE EASY? @googledave
- 4. GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER @googledave
- 5. GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER @googledave
- 6. GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER @googledave
- 7. GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER @googledave
- 8. GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER @googledave
- 9. GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER @googledave
- 10. GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER @googledave
- 11. GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER OVER 320 UPDATES IN 2012! @googledave
- 13. GOOGLE HAVE A ‘JEDI’ COUNCIL @googledave
- 15. ENTER THE PANDA : 23rd FEBUARY 2011 @googledave
- 16. HOW TO KEEP THE PANDA HAPPY “you should evaluate all the content on your site and do your best to improve the overall quality of the pages on your domain. Removing low quality pages or moving them to a different domain could help your rankings for the higher quality content.” @googledave
- 17. ANSWER GOOGLE’S 23 ‘QUALITY QUESTIONS’ Would you trust the information presented in How much quality control this article? is done on content? Is this article written by an Does this article provide expert or enthusiast who a complete or knows the topic well, or is comprehensive it more shallow in nature? description of the topic? Are the articles short, Does this article have unsubstantial, or spelling, stylistic, or otherwise lacking in factual errors? helpful specifics? http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html @googledave
- 18. HOW TO KEEP THE PANDA HAPPY Check ‘user’ centric metrics that indicate ‘low quality’ content • High bounce rates • High exit rates • Low page views • Page load times • Look at behavioral metrics and engagement times Give users a great experience • Page load times • Continually look to improve speed and reduce clutter & friction • Clear sign posting • Use heat mapping • Ask you customers for feedback • Test and measure with CRO @googledave
- 19. HOW TO KEEP THE PANDA HAPPY How do you make ‘high quality’ pages • Freshness of content – when did you last change yours? • Don’t duplicate • Hot topics, what are you customer talking about? • Answer questions that you get asked by your customers • Overcome objection questions • Improve design and have content ‘above the fold’ Research what users want • Keyword research – Google keyword tool • Look at Google analytics, what themes of keywords are coming to your site? What can questions can you answer? • What are you customers talking about through social media? • Use Google Auto-suggest for idea’s • Survey your customers @googledave
- 20. ENTER THE PENGUIN : APRIL 24th 2012 @googledave
- 22. APRIL 24th 2012 THE PENGUIN LANDED @googledave
- 23. WHAT DID PENGUIN LOOK AT? On page ‘over’ optimisation • Spammy activity • Unnatural internal links Off page SEO – link building • Unnatural link profiles • Keyword focused anchor text – what do the links say? • Diversity – where do you’re links come from? • Pace of link acquisition – how fast is it happening? • Social mentions – think word of mouth marketing @googledave
- 24. WHAT TO DO TO KEEP THE PENGUIN HAPPY Focus on your users • How often do you look at Google Analytics? • Monitor and manage behavioral metrics • Reduce clutter, friction • On site survey – voice of the customer Make what you say make sense • Read your content out loud – does it make sense? • Don’t keyword stuff – ancient practice • Make content unique and useful – don’t duplicate Off page SEO – link building • Keep an eye on webmaster tools • Diverse keywords, build brand, locations targets, semantics • Embrace social media channels and Google+ (WOM) • Content marketing strategy @googledave
- 25. SO MANY UPDATES SO LITTLE TIME @googledave
- 26. SEARCH, SOCIAL AND CONTENT MARKETING @googledave
- 28. GOOGLE PLUS IS SOCIAL & INFLUENCES SEO @googledave
- 29. GOOGLE PLUS WHY YOU MUST USE IT Get your content read and ranking faster • Faster indexing of your content • Extended circles, means you influence your followers and theirs Authorship Tag = Identity • Have you set yours up? AuthorRank is coming! • How authoritive are you? • Share-ability of author content • Number of people in your circles and how many you are in • Engagement levels of your content • Be prepared @googledave
- 32. AUTHORSHIP AND ROMANCING THE CLICK @googledave
- 33. FUTURE PROOFING YOUR SEARCH ACTIVITY @googledave
- 34. DON’T GIVE IN TO THE DARKSIDE! Be a Mogwai, not a gremlin (IMAGE) • Black hat, white hat • Make like a hedgehog not a fox (Jim Collins – Good to great) • ‘high quality’ • Opportunities to improve low occupancy periods @googledave
Notas del editor
- Keep it’s customers, protect and grow their businessBought motorral, Local search,Advertising…. Make it smarter and more intelligent
- Tell story3bn per day18% Searches never been done beforeLike any other business – want to improve their service and experience to you, it’s customer – a continual evolutionTaking steps every day to improve what they do Keep it’s customers, protect and grow their businessLocal search,Advertising…. Make it smarter and more intelligent
- Huge value in position one on the high street? Tesco analogy – Tesco invest huge amounts / land, align shops around central to cityThe Google as the highstreetIf you or your clients want to benefit – why should it be easy – no business has a divine rightIf you owned a shop on the high street, you’d fight and work hard to promote what you do Same online
- Over the years we’ve had various updates1996 – on page factors1998 – Off page factors - vertical factors2010 – social factors2011 – Experience factorsWe’ve got geo locations targetingPersonalization of searchBlocking sites+1 sites
- Over the years we’ve had various updates1996 – on page factors1998 – Off page factors - vertical factors2010 – social factors2011 – Experience factorsWe’ve got geo locations targetingPersonalization of searchBlocking sites+1 sites
- Over the years we’ve had various updates1996 – on page factors1998 – Off page factors - vertical factors2010 – social factors2011 – Experience factorsWe’ve got geo locations targetingPersonalization of searchBlocking sites+1 sites
- Over the years we’ve had various updates1996 – on page factors1998 – Off page factors - vertical factors2010 – social factors2011 – Experience factorsWe’ve got geo locations targetingPersonalization of searchBlocking sites+1 sites
- Over the years we’ve had various updates1996 – on page factors1998 – Off page factors - vertical factors2010 – social factors2011 – Experience factorsWe’ve got geo locations targetingPersonalization of searchBlocking sites+1 sites
- Discuss where it came from – Naveed Panda – machine learningQuality raters – what questions as a QR do they ask?Use analogy of Tesco stores, layout, planagram, customer serviceGallup surveys, customer experienceWhat happened when they set Panda free? – Give examplesPanda updates (Screen of panda’s marching) – means that you have to keep striving to improve your pages on your website
- Quality raters – what questions as a QR do they ask?Use analogy of Tesco stores, layout, planagram, customer serviceGallup surveys, customer experienceWhat happened when they set Panda free? – Give examplesPanda updates (Screen of panda’s marching) – means that you have to keep striving to improve your pages on your website
- Discuss where it came from – Naveed Panda – machine learningQuality raters – what questions as a QR do they ask?Use analogy of Tesco stores, layout, planagram, customer serviceGallup surveys, customer experienceWhat happened when they set Panda free? – Give examplesPanda updates (Screen of panda’s marching) – means that you have to keep striving to improve your pages on your website
- Some measurements, bounce rates, engagement metrics, load times on pages (can people get into the shop?) romance the share, heat mapping, on-site surveys – ask your customer what they think of the page. VOC experience improvement plan (you’ll benefit with more sales)Printerland example?
- Some measurements, bounce rates, engagement metrics, load times on pages (can people get into the shop?) romance the share, heat mapping, on-site surveys – ask your customer what they think of the page. VOC experience improvement plan (you’ll benefit with more sales)
- IT’s just like the real world….Give tesco analogy – shopping exerienceSome measurements, bounce rates, engagement metrics, load times on pages (can people get into the shop?) romance the share, heat mapping, on-site surveys – ask your customer what they think of the page. VOC experience improvement plan (you’ll benefit with more sales)
- And the panda keeps growing and adaptingAt first it was roughly every 12 weeksNo it’s almost monthlyMeans you have to continually work to improve and deliver a great user experience
- Webmaster toolsUnnatural link profileReading between the lines….
- Here’s what happened to sites trafficOUCH!
- Use tescoanalolgyWould you want to keep looking at the same prodcut all over the storeOr if you found hard to find the till and you got lostOr if you’ve followed a road sign pointing you in a direction of what you looking for, but it actually isn't quite what you wantedOff page…. lack of maintenance of signage analogy -
- Bullets of tipsHigh quality links - outreach, network, communities, seed great contentPenguin has brought search and social closer together - search &social Eco systemSocial media is WOM of marketing – if I take my wife to a resturant, I’d tell everyone then next day
- Google is investing in thisLocal places (Google Maps) is now Google+ Local