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© ZEON SOLUTIONS INC.
SEARCH ENGINE MARKETING
Algo’s or Mammals?Ross Monaghan
OCTOBER 11, 2012
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About Me• Director of Search Engine Marketing
• 6+ Years Experience
• Global Optimization Experience
• B2B & B2C Small - Fortune 50-1000 Clients
• Connect via LinkedIn or @rossmonaghan
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Periodic Table for “SEO”
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Panda
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Penguin
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Exact Match Domains (EMD)
topkeywordphrase.com
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Exact Match Domains (EMD)
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Above-the-fold Algorithm
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Definitions please…
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Panda
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Panda VulnerabilitiesTargets: Content
• Low quality content
• Thin content
• Duplicate Content
• Low engagement rates on page or site (high bounce rates, low time on site, etc.)
• Lack of original content
• High amount of irrelevant adverts
• High % of boilerplate content
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Panda Timeline• Panda Update 1.0, Feb. 24, 2011 (11.8% of queries; announced; English in US only)• Panda Update 2.0, April 11, 2011 (2% of queries; announced; rolled out in English internationally)• Panda Update 2.1, May 10, 2011 (no change given; confirmed, not announced)• Panda Update 2.2, June 16, 2011 (no change given; confirmed, not announced)• Panda Update 2.3, July 23, 2011 (no change given; confirmed, not announced)• Panda Update 2.4, Aug. 12, 2011 (6-9% of queries in many non-English languages; announced)• Panda Update 2.5, Sept. 28, 2011 (no change given; confirmed, not announced)• Panda Update 3.0, Oct. 19, 2011 (about 2% of queries; belatedly confirmed)• Panda Update 3.1, Nov. 18, 2011: (less than 1% of queries; announced)• Panda Update 3.2, Jan. 18, 2012 (no change given; confirmed, not announced)• Panda Update 3.3, Feb. 27, 2012 (no change given; announced)• Panda Update 3.4, March 23, 2012 (about 1.6% of queries impacted; announced)• Panda Update 3.5, April 19, 2012 (no change given; belatedly revealed)• Panda Update 3.6, April 27, 2012: (no change given; confirmed; first update within days of another)• Panda Update 3.7, June 9, 2012: (1% of queries; belatedly announced)• Panda Update 3.8, June 25, 2012: (about 1% of queries; announced)• Panda Update 3.9, July 24, 2012:(about 1% of queries; announced)• Panda Update 3.91, Aug. 20, 2012: (about 1% of queries; belatedly announced)• Panda Update 3.92, Sept. 18, 2012: (less than 0.7% of queries; announced)
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Have you have been Panda Kicked?• Check organic traffic on dates of algo changes
• Analyze Webmaster Tools Impression Share
• Analyze Rank Changes for Top KW’s
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Ok…I was hit…HELP!• Isolate problem
• Which pages were affected
• Find pages which were not affected and identify differences
• Analyze content vs. quality high ranking sites
• Remove weak content
• Edit “over-optimized” data to be user rich
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Penguin
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Penguin VulnerabilitiesTargets: Webspam
• Unnatural inbound links– Exact same anchor text as on-page optimization
– Irrelevant sources of inbound link
– Paid links using exact match anchor text
• Over Optimization– Spammy title tags
– Keyword stuffing
• Low-quality article marketing & blog spam
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PenguinTimeline• Penguin 1.0 April 24, 2012
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Have I been hit by Penguin?• Check dates associated with algorithm
updates or Matt Cutts tweets
• Significant traffic or ranking changes
• Webmaster Tools direct messages
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Panda & Penguin• Updates have been rolled out periodically
• Don’t hack your links
• Don’t waste time changing content
Until…
You have truly identified which algorithm you have been impacted by…otherwise you are WASTING your time
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Final Thoughts…• Focus on developing content to support a
fantastic user experience that is useful, sharable, or insightful
• Leverage the entire marketing mix to support digital efforts
• Target the user and NOT the search engine
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Thank YouAdditional Questions or Need Support:Ross MonaghanDirector, Search Engine MarketingZeon Solutions, Inc.
www.zeonsolutions.com
Twitter: @rossmonaghan
LinkedIn: http://www.linkedin.com/in/rossmonaghans