The document summarizes an SEO seminar that discusses how search engine algorithms like Panda and Penguin impact SEO and how to adapt strategies. It recommends focusing on unique, high-quality content that will earn natural links and social shares rather than manipulated tactics. Continually learning about algorithm changes helps find quick wins, but the best approach is to view SEO holistically through the lens of content, social media, and analytics to stay ahead of constant evolution in search.

1. Welcome
Summer Seminar 2013

2. SEO in 2013…
and beyond!
Andy Headington
CEO Adido
do digital better
@andy_head @adido #letsdodigital

3. agenda
• What are Panda & Penguin?
• How to beat those pesky Penguins & Pandas!
• SEO in 2013 & beyond
• The best way to future proof your SEO
• Q&A

4. what are P & P

5. what are Penguin & Panda?
Google lists the websites you see when searching
using an algorithm – a bit of code which looks at a
database of stuff (web pages) and returns a list
based on criteria set by the programmers.
Every time Google updates its algorithm in a major
way, it gives it a name.

6. what are Penguin & Panda?

7. what are Penguin & Panda?
The Panda update started in 2011 with the aim of devaluing
sites which had poor quality content on them.
It continues to have many iterations but
most of the work here has been done.

8. what are Penguin & Panda?
The Penguin update started in 2012 with the aim of
devaluing sites which had artificial links linking to them.
It continues to have many iterations as it
is hard to get it right first time.

9. why do you care?

10. why do you care?
= £££

11. how to beat
Panda & Penguin

12. ways to beat
the panda / penguin
What’s in it for
me?
• Panda
• Check your content is unique (www.dupecop.com)
• Add new content to your site regularly
• Delete / hide ‘thin’ content from the search engines
• Don’t copy and paste content from other people!

13. What’s in it for
me?
• Penguin
• Use www.linkdetective.com , www.opensiteexplorer.com
or other similar tools, to check your link data
• Do your links look natural?
• Are they over optimised / all pointing at one page?
• Are they of good quality?
Would you show this website to your boss?
ways to beat
the panda / penguin

14. What’s in it for
me?
• Penguin
• Best method is to look at the % of links pointing to you
which are optimised v non optimised
• Optimised = web design company in Bournemouth
• Non optimised = a great business called Adido
• You should aim for something like a 80/20 split
– what are the top ranking sites %s? Each industry is different
ways to beat
the panda / penguin

15. SEO in 2013 & beyond

18. Google is on the attack
• Google’s mission is to organise the world’s information and
make it universally accessible and useful.

19. • Google’s aim is to make money for its shareholders by
delivering useful tools to mass markets across the globe
• They are an advertising company but…
• Longer term they might become a technology / commerce
company (Drive, Android, Glass etc…)
• Search is just one of the tools they offer which they can
monetise – it is not really in their interest to help
companies ‘do’ SEO
Google is on the attack

20. Google is on the attack

21. • (not provided) is a black hole to the SEO industry!
• Thanks to this, our understanding of what is delivering
traffic and what isn’t is getting extremely hard
(not provided) on the rise

23. YouTube is for Video
Sharing video content, upload/view/share
Instagram is for Photography
Sharing photographic content, snap/style/share
Foursquare is for Location Announcements
Checking in, loyalty & rewards
…and there are many blogs & review sites for leaving
opinions & rating products/services/companies.

24. YouTube is for Video
Sharing video content, upload/view/share
Instagram is for Photography
Sharing photographic content, snap/style/share
Foursquare is for Location Announcements
Checking in, loyalty & rewards
…and there are many blogs & review sites for leaving
opinions & rating products/services/companies.

26. • SEO is now much more than just
10 blue links – think ‘clickability’
not just rankings
• Social plays a huge roll, not only
in getting better meta descriptions
but…
• Also to indicate what ‘relevant’
and ‘quality’ is.
• Link signals are easy to
manipulate – social signals are
much harder

28. what is the solution?

30. #RCS

32. content really is king!
Content
SEO
Social

33. • Good content should be at the heart of everything you
do for SEO going forward.
• You can not cheat or engineer your way to the top of the
SERPs anymore (or if you still can, you won’t be able to
soon).
• If you have good content, you will earn your links
naturally and won’t have to worry about Penguin, Panda,
Pinocchio or whatever else comes along.
content really is king!

34. make it happen

35. make it happen

36. X XX
be choosy!

37. use tools & measure

38. don’t forget the detail

39. summary

40. summary
• Search has fundamentally changed and will continue to evolve – we
need to view SEO very differently.
• To catch up, maintain & stay ahead of the game think content, content,
content.
• Use social media to help push your content out to people who will want to
read it. The best SEOs will cherry pick their targets to optimise their
efforts.
• Read as much as can about the latest Google changes to find quick
wins to help you get one over on the competition.

41. © Adido 2013
Together we can do digital better
If you would like more information or to
arrange a meeting, please get in touch.
+44 (0) 845 260 2343
info@adi.do
www.adi.do
Adido
Dean Park House,
8-10 Dean Park Crescent,
Bournemouth,
Dorset,
BH1 1HL
Twitter: @adido