google's algorithm updates: what you need to know to rank in 2014

www.VerticalMeasures.com

GOOGLE’S ALGORITHM UPDATES: WHAT YOU NEED TO KNOW TO RANK IN GOOGLE IN 2014Mike Huber, VP Client Services, Vertical Measures @mjhuber

ABOUT YOUR PRESENTER

• VP – Client Services - Vertical Measures

• 25 Years in traditional/digital advertising

and marketing

• Speaker at various events/venues

• On a number of digital start-ups

• Been an Internet marketer longer than

Google has existed.

WHAT WE’LL COVER

• Recap of Google 2013 updates and their impact and

significance.

• Steps to take to mitigate negative impact of these

updates.

• How you maintain and/or increase your website

traffic for 2014

• Specific action steps you can take to grow traffic.

• How SEO will change for 2014 and beyond.

KEYWORD

PROVIDED

www.verticalmeasures.com

• You’ve received a notice

• You’ve noticed a drop in rankings

• You’ve noticed a drop in traffic

• Your key search terms have suddenly disappeared

HOW TO TELL IF YOU BEEN AFFECTED

Make sure you are know what

happened so you can solve

the right problem

SOMETIMES IT’S EASY TO SEE

WEBMASTER TOOLS - MESSAGE

FRUITION IMPACT TOOL - FREE

http://www.fruition.net

PANGUIN TOOL

http://www.barracuda-digital.co.uk/panguin-tool/

Ahrefs.com

http://www.ahrefs.com

MANUAL PENALTY

Search – site:mywebsitename.com

Reduced rankings for low quality sites

Also called “Farmer” as it targeted content farms

The content has low value to users

Copied Content from other sites

Site-Wide Penalty

Improves rankings for sites that:

Provide high quality

Original content

In-depth research and information

Thoughtful analysis

And so on…

PANDA – TARGETS THIN CONTENT

• Identify the thin content on your site

• Set about ‘thickening’ that content

• Add text

• Add photos and graphics

• Add video

• Add new pages of great content to off set the

number of thin pages

FIXING THIN CONTENT

UNINTENTIONAL DUPLICATE CONTENT

www. vs. non www. – Canonical Tag

Staging or server sites – No Index No Follow

Pagination

<head>

com/search/2/>

com/search/4/>

</head>

Categories or URL paths

TOOLS TO FIND DUPLICATE CONTENT

Google search operators– Site:domain.com inurl:keyword (find how many URLs

include a particular keyword)

– Site:domain.com intitle:keyword (find how many pages are targeting a particular keyword in a title)

– Site:domain.com -www. (find staging sites or other redundant content on subdomains)

Screaming Frog http://www.screamingfrog.co.uk/– Pull report of all titles to see duplicate titles on all indexed

content

Plagspotter.com (& other internal duplicate content locators)

• Over optimized exact-match anchor text

• Overuse of exact-match domains

• Low-quality article marketing & blog spam

• Keyword stuffing in internal/outbound links

• Links from irrelevant sites

• Links from low quality sites

• Links from sites that are outside the TOS of Google

PENGUIN – TARGETED AT WEB SPAM

Google Webmaster Tools

Majestic SEO

Open Site Explorer

Bing Webmaster Tools

Link Research Tools

Ahrefs

Cognitive SEO

Any tool that will help you discover and rate backlinks

ANALYZE YOUR BACKLINK PROFILE

Download your backlinks from multiple sources

De-dup your list – Use this to record your actions

Organize and sort by link value/metrics

Determine the ratio of anchor text to total links

Visually inspect each site

Determine action needed

Pruned – Reclaimed – No Followed – No Action Needed

Upload disavow file

File reconsideration request*

Review links periodically.

Write great content.

FIX THE PROBLEM – THE PROCESS

Google Analytics

Keyword Data – Not Provided

Page Level data – referral sources

Ranking data

Adwords data

KEYWORD NOT PROVIDED

WHAT THE FUTURE HOLDS

Clean up your mess

• Basic SEO – Title tags, Meta Descriptions

• Duplicate Content

• Internal Linking, XML site Map

• Micro Data

• Clean Up Your Backlink Profile

• Add Social Media Sharing Buttons

• FB, G+, Pinterest, LI, others

• Move to responsive design

THE BASICS

http://moz.com/blog/meta-data-templates-123

• Is Link Building ‘Dead’

• The Rules For Link Building

• Techniques

• Some Tools You Can Use

LINK BUILDING

• Reclamation

• Unlinked Brand Mentions

• Lists

• Resource Pages

• Links to 404 Page and Broken Links

• Competitor Links

LINK BUILDING TECHNIQUES

LINK BUILDING TOOLS

• Find Brand Mentions

• Competitor Mentions

• Keyword Mentions

Fresh Web Explorer

Bulk URL Opener

• Open Multiple Websites at a Time

• Improve Productivity

• Great for Competitive Analysis

LINK BUILDING TOOLS

• Generate Advanced Search Queries

• Find Guest Blogging Opportunities

• Uncover Niche Sites

Guest Post Labs Query Generator

Google Alerts

• Find Interesting Content

• Reuse Advanced Search Queries

• Increase Productivity

• They don’t care about your products

• They don’t care about your services

• They don’t care you spent a thousand or hundreds of thousands on your logo or tricked out web site

• They don’t care about your branded content.

• They don’t care about your newest commercials, your newest billboard or your newest communication strategy.

• They don’t care….really…they don’t care…

CONSUMERS DON’T CARE

• They care about saving time, trouble and effort

• They care about saving money.

• Mostly, they care about themselves, their problems

and their needs.

WHAT THEY DO CARE ABOUT

“NOW,

RELATIONSHIPS

ARE CREATED WITH

INFORMATION,

NOT PEOPLE.”-YoutilityBook.com

“CONTENT MARKETING”

CONTENT MARKETING HAS

BECOME THE TOP PRIORITY.

WHAT IS CONTENT MARKETING?

Content marketing is the art of providing relevant,

useful content to your customers without selling or

interrupting them.

Instead of pitching your products or services, you are

delivering information that makes your customers

more informed before they buy.

If you deliver consistent, ongoing valuable information

to your customers, they ultimately reward you

with their business and loyalty.

GREAT CONTENT works on its own behalf. It

can spread, persuade and convert people

without your help, just by virtue of being

RELEVANT AND USEFUL.

WHAT CONTENT CAN DO

THIS IS NOT A 30 DAY R.O.I.

BUT THE LONG-TERM PAYOFFS

CAN BE HUGE

2.5xBOTH B2B AND B2C COMPANIES

WITH 101 – 200 PAGES GENERATE

2.5x MORE LEADS THAN THOSE

WITH 50 OR FEWER PAGES.

-HubSpot

5xCOMPANIES THAT BLOG 15 OR

MORE TIMES PER MONTH

GET 5x MORE TRAFFIC THAN

COMPANIES THAT DON’T BLOG.

-HubSpot

THINK LIKE A PUBLISHER!

PUT TOGETHER AN EDITORIAL CALENDAR

http://www.verticalmeasures.com/content-editorial-calendar-template/

“The more keyword rich content you develop and publish, the bigger yourcontent footprint and the better chance you willhave of being found bythe search engines.”

CLICK THIS BUTTON OFTEN

Publish

The best time to start a

content marketing

program is 5 years ago.

The second best

time is NOW!

• Determine If You Have A Problem

• Fix it

• Audit and SEO Basics

• Build High Quality Links

• Publish Content That Will Earn High Quality

Links and Help You Get Found in Search

2014 AND BEYOND

QUESTIONS?

Contact: 888-476-1881www.VerticalMeasures.com

NEXT WEBINAR…

How to Successfully Respond to a Manual Google PenaltyPresenter: Art Enke, Director of SEO Services, Vertical Measures

Learn about:• Proper link profiling and documentation

• Successful outreach and link removal

• How to use the Google Disavow links tool

• How to craft and submit a successful reconsideration request

Check out our website at www.verticalmeasures.com/webinarsfor registration information.

11am PST2pm EST

google's algorithm updates: what you need to know to rank in 2014

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link building

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