Google’s search results are vastly different today than they were two years ago. There are new kinds of results (knowledge graph, rich snippets, carousels, verticals, etc) and updated SEO best practices (microdata, backlinking, anchor text, keywords, etc). This presentation explains the relatively recent Google algorithm updates and their potentially devastating effects on non-compliant websites. Plus, it covers 10 sure-fire SEO tactics you can implement to survive and thrive in Google’s ever-changing world. (March 2014)

1. © 2014 Keller SEO Services LLC. All Rights Reserved.
10 Tactics for
Surviving & Thriving
in Google

2. We’ll Cover 3 Things
1. The evolution of Google’s search
results pages
2. Penguin, Panda & Hummingbird -
Google’s “big” algo updates
3. Ten tactics you can use

3. Source: Screeningnotes.com

4. The Google index had about 25 million pages in 1998; now there’s more than 30 trillion. Source: blogoscoped.com & venturebeat.com
Circa 1998
Hmm… wonder who
had the exclamation
point first?

5. Source: googlesystem.blogspot.com
Circa 2001

6. Source: Google Connects Searchers With Local Information - Mar 17, 2004
Circa 2004

7. Source: blogoscoped.com
Circa 2008

8. Source: Official Google Blog: A spring metamorphosis — Google's new look - May 5, 2010
Circa 2010

9. Source: techcrunch.com
Circa 2011

10. Source: Official Google Blog: Search, plus Your World - Jan 10, 2012
Circa 2012

11. A good read detailing the most recent changes: Google's 2014 Redesign: Before and After
Circa 2014 (Last Week)
Where did the
blue underlines
go?

12. Instant Answers to Queries
Do I even have to click?

13. Now Official: Google Adds Restaurant Menus To Search Results - Feb 28, 2014
Instant Answers to Queries
Now, that’s handy!

14. Instant Answers to Queries
How do you feel if
you are this guy?

15. An in-depth, somewhat “geeky” (in a good way) article on Google’s Hummingbird: What Does the Hummingbird Say? - Nov 7, 2013
Determining Intent
Who said I wanted the men’s
basketball information?

16. AJ Kohn’s exceptional article Knowledge Graph Optimization
Knowledge Graph

17. Google Testing New Sponsored Shopping Boxes, With 3D View - Mar 17, 2014
Knowledge Graph Ads?

18. Google Testing New Sponsored Shopping Boxes, With 3D View - Mar 17, 2014
Knowledge Graph Ads in 3D?
Ouch Amazon!

19. Reviews Are the Brass Ring on Google's Carousel - Sep 16, 2013
Local Carousel
You don’t have a
chance if you are not
in here

20. Authorship

21. Rich Snippets

22. Source: https://www.google.com/insidesearch/howsearchworks/algorithms.html
Many Improvements Every Year

23. Source: danceswithfat.wordpress.com , tvropes.org , deviantart.net
The Big 3 Everyone Talks About
Began in 2012
5 Known Updates
Began in 2011
26 Known Updates
Began in 2013
1 Core Rewrite

24. Source: Fanpop.com

25. © 2014 Keller SEO Services LLC. All Rights Reserved.
Your 10 Tactics

26. #1 Get Your Google+ On

27. Source: https://plus.google.com/authorship
Fill It Out Completely
Especially fill out
“Contributor to”

28. This Can Happen

29. Post & Develop Your Authority

30. A good resource: Top 20 Local Search Ranking Factors: An Illustrated Guide
#2 Businesses, Claim Your Google+ Page

31. Fill It Out Completely

32. Add Photos, Video

33. Post

34. On Your Site, Link Back to Google+
This links to
google.com/+TheIronHorseHotelMilwaukee

35. This Can Happen

36. #3 Businesses, Encourage Reviews

37. Real, Genuine Reviews

38. This Can Happen

39. Source: Getting Started with Structured Markup for SEO
#4 Use Structured Data Markup
When have all three major search
engines ever collaborated on
anything? This MUST be important!

40. Source: Official Site: Schema.org
What Is schema.org Really?

41. Source: Baked Tilapia Recipe from Taste of Home
A Real Life Example

42. Use Google’s Structured Data Testing Tool to check the markup
A Real Life Example

43. This Can Happen

44. Source: Google's Structured Data Markup Helper
Tools Make the Process Easier

45. A fantastic primer: Micro Data & Schema.org: Guide To Generating Rich Snippets
#5 Maximize Rich Snippet Opportunities

46. Idea from: Micro Data & Schema.org: Guide To Generating Rich Snippets
If You Sell Products Online

47. Source: How to Build a Shed from The Family Handyman
If You Publish Authoritative Articles

48. Idea from: Micro Data & Schema.org: Guide To Generating Rich Snippets
If You Want to Showcase Reviews

49. Idea from: Micro Data & Schema.org: Guide To Generating Rich Snippets
If You Sell Tickets to An Event

50. Source: http://yourquestions.mcdonalds.ca/
#6 Offer Uniquely Valuable Content

51. Ecommerce Alone Won’t Cut It

52. Source: http://www.foodsaver.com/outdoor-life.html
Not When You Are Up Against This

53. Be Wary of This

55. Source: danceswithfat.wordpress.com

56. Source: New York Times
#7 Get Links Wisely
Links are like votes

57. Not All Links Are Equal in Value
1st
10th

58. Encourage Links From Relevant Sites

59. Source: tvropes.org
Keep An Eye on Anchor Text

60. Get started here: http://bit.ly/1iT6DMm
#8 Use Google Webmaster Tools
And, it’s free!

61. New and important messages from Google are on your dashboard
Useful Site Messages
Oh boy! That’s a problem…

62. To navigate to this data: Search Traffic > Search Queries
Keyword Phrase Data

63. To navigate to this data: Search Appearance > HTML Improvements
Hints to Improve Your HTML
Clicking on this will give you
a list of the URLs with
duplicate title tags

64. To navigate to this data: Search Appearance > Structured Data
Check Your Structured Data
Clicking on the errors gives
you directions on how to fix

65. #9 Be Fast & Mobile Friendly
Don’t these look like mobile
units to you?

66. Source: http://searchengineland.com/10-key-takeaways-meet-search-engines-smx-west-186903
Listen to the Hints

67. To navigate to this data: Behavior > Site Speed > Speed Suggestions
Google Analytics Data for Speed
This is NOT Fast

68. Clicking on PageSpeedSuggestions brings you to this. Note the Mobile version as well.
Tips on How to Fix

69. Source: disney.wikia.com
#10 Continually Educate Yourself

70. Read These
1. http://moz.com/blog
2. http://searchengineland.com/
3. http://www.seroundtable.com/

71. Contact me for SEO training in Milwaukee area or a schedule of workshops. Email: jen@jenkeller.com
Consider a Workshop?