One more algo update for the Google dance track. I was asked to talk about the Pigeon algorithm update at SEMPDXs annual #StateofSearch conference and the title just came out. Apologies for the title, but the fact is that like so many things, thinking about SEO like a PR pro -- and, of course, Barnacle SEO -- can keep the leads flowing no matter what Google does. As the screenshots show, whether Yelp, BBB, or RealSelf it pays to be where your customers are looking. And, as you'll see, the brand signals sent by Barnacle SEO will help your site rank, too.

1. PIGEON?
SHIT. WHO CARES…
ONE MORE ALGO UPDATE FOR THE
GOOGLE DANCE TRACK
November 17, 2014 – DFWSEM State of Search

2. ABOUT
SEARCH INFLUENCE
Helping customers successfully market online since 2006.
Search Influence
• 90 full and part-time
employees
• 60 contract writers
• Google AdWords &
Analytics Certified Staff
• Thousands of clients in
most industries
Reputation
• 2011 Inc. 500 honoree
• 2013 Inc. Hire Power Winner
• Recognized leader in search and
social for local business
• Two decades in online media
• Best Places to Work, 2014
Confidential, Property of Search Influence, LLC © 2014

3. WHAT IS
SEARCH
INFLUENCE?
Systems, software, and
really smart people
building scalable, kick-ass
online marketing.
@searchinfluence
Confidential, Property of Search Influence, LLC © 2014

4. OUR TEAM
@searchinfluence

5. ABOUT MEWILL SCOTT
• First website online in 1994
• Built 2,500 web sites in 18 months with a
production staff of 12 (2002).
• Part of team which took Sprint Yellow Pages
from zero to 1,000,000 monthly visitors in 18
months (2005)
• Preaching the Gospel of Facebook Ads for
local business since 2009
• Produced more than 150,000 pages of web
copy in 2013
• Local U Faculty member and forum moderator
• Search Engine Land columnist
@w2scott

6. FLASHBACK:
PUBCON NOLA 2014
@searchinfluence

7. BECAUSE,
GOOGLE SUCKS.
@w2scott Luna the Lamprey to tweet in effort to save fish

8. NOT SEO.
GOOGLE KUNG FU.
@w2scott

9. GOOGLEHAS A WEAKNESS:
BIG “AUTHORITY” SITES
• YouTube
• Yelp
• Pinterest
• Facebook
• Houzz
• YP.com
• And more…
@w2scott

10. MORE SCATALOGICAL
REFERENCE
@searchinfluence

11. THE INTERNET CESSPOOL
@searchinfluence
"Brands are the
solution, not the
problem," Mr. Schmidt
said. "Brands are how
you sort out the
cesspool.”
Eric Schmidt, 10/2008
http://adage.com/article/media/google-s-schmidt-internet-cesspool-brands/131569/

12. WIKIPEDIA: CESSPOOL
(CESSPIT)
@searchinfluence
Note: scum rises
to the top.
“used for the
temporary
collection and
storage of
feces, excreta
or faecal
sludge”
Wikipedia
(first Google result for
“cesspool”)
“Bedrijfsafval". Licensed under Public domain via Wikimedia Commons

13. GOOGLE IMAGES:
“CESSPOOL”
@searchinfluence

14. ADVERTISING USED TO BE
MORE OBVIOUS
@searchinfluence

15. ADS USED TO BE OBVIOUS
https://www.behance.net/gallery/1998561/Americas-Country-Store-Advertising-Circular
@searchinfluence

16. ADS USED TO BE OBVIOUS
http://www.washingtonpost.com/blogs/erik-wemple/wp/2013/01/15/the-atlantics-scientology-problem-start-to-finish/
@searchinfluence Confidential, Property of Search Influence, LLC © 2014

17. ADS USED TO BE OBVIOUS
http://adage.com/article/media/york-times-shrinks-labeling-natives-ads/294473/
@searchinfluence Confidential, Property of Search Influence, LLC © 2014

18. ADS USED TO BE OBVIOUS
@searchinfluence Confidential, Property of Search Influence, LLC © 2014

19. ADS USED TO BE OBVIOUS
@searchinfluence Confidential, Property of Search Influence, LLC © 2014

20. IF YOU CAN’T BEAT ‘EM…
http://services.google.com/fh/files/misc/buzzfeed-case-study.pdf
@searchinfluence Confidential, Property of Search Influence, LLC © 2014

21. SO BACK TO THE CESSPOOL
@searchinfluence

22. GUESS WHAT,
GOOGLE
FAVORS
YOUTUBE
@w2scott Confidential, Property of Search Influence, LLC © 2014

23. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

24. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

25. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

26. OH, AND THEY
REALLY LIKE
BIG SITES TOO
@w2scott Confidential, Property of Search Influence, LLC © 2014

27. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

28. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

29. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

30. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

31. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

32. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

33. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

34. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

35. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

36. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

37. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

38. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

39. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

40. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

41. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

42. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

43. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

44. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

45. YOU MAY WANT
TO AVERT YOUR
EYES
@w2scott

46. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

47. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

48. BARNACLE SEO
IS NOW THE
COST OF ENTRY
@w2scott

49. BUT HOW DO WE FIND THE
PLACES TO BARNACLE?
@searchinfluence

50. DUH,
GOOGLE
Start at the source
@w2scott
define:SPAM
Answer:
• Search
• Positions
• Above
• Mine

51. RANKING
REPORTS
Oh come on, you know you
do it.
@w2scott

52. CITATION
RESEARCH
WHITESPARK
Local Citation Finder
@w2scott

53. THIS IS…
@searchinfluence

54. HOW WE DO IT
“bounce like beyonce”
@searchinfluence Confidential, Property of Search Influence, LLC © 2014

55. HOW WE DO IT
“juvederm xc”
@searchinfluence Confidential, Property of Search Influence, LLC © 2014

56. THANK YOU!
wscott@searchinfluence.com
searchinfluence.com/blog
@w2scott