how google's panda and penguin changes will effect your website
DESCRIPTION
Google's Penguin update was a killer for some big brands and the Panda update benefited sites that were designed and written with the visitor in mind (as opposed to search engines). Todd Mumford delivers great tips and insights at Studiothink's latest Think60 event on June 20, 2013, helping marketers and owners understand what they can do to improve their website to get more of that "Google love". Think60 Guest Presenter: Todd Mumford, Riverbed MarketingTRANSCRIPT
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WELCOME
a studiothink presentation
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how google’s changes will effect your website
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how google’s changes will effect your website
Today’s Speaker: Todd Mumford
![Page 4: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/4.jpg)
how google’s changes will effect your website
Today’s Speaker: Todd Mumford
From: Riverbed Marketing
![Page 5: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/5.jpg)
how google’s changes will effect your website
Today’s Speaker: Todd Mumford
From: Riverbed Marketing
Presented by Studiothink Creative in Surrey, BC
![Page 6: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/6.jpg)
TOPIC INTRO
Studiothink helps companies brand and build beautiful websites...but what
happens if nobody finds your website when they search on Google?
Today’s topic will answer these questions
•what the recent Google Panda and Penguin updates are?
•how they impact your website?
•what you can do to improve your page rank in Google?
![Page 7: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/7.jpg)
SPEAKER INTRO
todd mumford, riverbed marketing
•Studiothink cohort since 2008
•10 years of online marketing
•experience with small and large brands including Telus and Disney
•expert in SEO, link building strategies, content marketing, landing page
conversion campaigns, increasing online leads and improving search revenue
•member of Web Analytics Assn, SEMPO, BBB and is Google Adwords Certified
•known to be a snowboarding ninja
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How Google’s New Changes Will Affect Your Website and Business
Todd Mumford -‐ Riverbed MarkeDng
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Before We Begin…
Let’s Take a Minute to Learn a Few Quick Terms
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OK, We are Ready
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OK, We are Ready
Of A New Way To Do Business Online and Win Over Customers…
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TradiDonal MarkeDng is Dead
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What is TradiDonal MarkeDng?
“There’s only one thing in the world worse than being talked about, and that is not being talked about.” – Oscar Wilde
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What is TradiDonal MarkeDng?
• Shout It and They Will Come
“There’s only one thing in the world worse than being talked about, and that is not being talked about.” – Oscar Wilde
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What is TradiDonal MarkeDng?
• Shout It and They Will Come• One Size Fits All
“There’s only one thing in the world worse than being talked about, and that is not being talked about.” – Oscar Wilde
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What is TradiDonal MarkeDng?
• Shout It and They Will Come• One Size Fits All• Less PersonalizaDon
“There’s only one thing in the world worse than being talked about, and that is not being talked about.” – Oscar Wilde
![Page 17: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/17.jpg)
What is TradiDonal MarkeDng?
• Shout It and They Will Come• One Size Fits All• Less PersonalizaDon• Direct Ad Approach
“There’s only one thing in the world worse than being talked about, and that is not being talked about.” – Oscar Wilde
![Page 18: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/18.jpg)
What is TradiDonal MarkeDng?
• Shout It and They Will Come• One Size Fits All• Less PersonalizaDon• Direct Ad Approach• Outbound Mentality
“There’s only one thing in the world worse than being talked about, and that is not being talked about.” – Oscar Wilde
![Page 19: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/19.jpg)
TradiDonal MarkeDng is Dead But Why?
“All things being equal, people do business with, and refer business to people they know, like and trust.” – Bob Burg
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TradiDonal MarkeDng is Dead But Why?
• Acquiring New Customers Is More Expensive
“All things being equal, people do business with, and refer business to people they know, like and trust.” – Bob Burg
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TradiDonal MarkeDng is Dead But Why?
• Acquiring New Customers Is More Expensive• Consumers Aren’t Listening
“All things being equal, people do business with, and refer business to people they know, like and trust.” – Bob Burg
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TradiDonal MarkeDng is Dead But Why?
• Acquiring New Customers Is More Expensive• Consumers Aren’t Listening• TradiDonal Marketers are out of Touch
“All things being equal, people do business with, and refer business to people they know, like and trust.” – Bob Burg
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TradiDonal MarkeDng is Dead But Why?
• Acquiring New Customers Is More Expensive• Consumers Aren’t Listening• TradiDonal Marketers are out of Touch• Modern Consumers Crave Community
“All things being equal, people do business with, and refer business to people they know, like and trust.” – Bob Burg
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TradiDonal MarkeDng is Dead But Why?
• Acquiring New Customers Is More Expensive• Consumers Aren’t Listening• TradiDonal Marketers are out of Touch• Modern Consumers Crave Community• Modern Consumers Crave Brands
“All things being equal, people do business with, and refer business to people they know, like and trust.” – Bob Burg
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Screaming at the Masses
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Consumer Direct AdverDsingIs “White Noise”
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Consumer Direct AdverDsing
• Only 8% of consumers prefer Internet Ads
Is “White Noise”
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Consumer Direct AdverDsing
• Only 8% of consumers prefer Internet Ads• 86% mute the TV, change the channel /skip ads
Is “White Noise”
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Consumer Direct AdverDsing
• Only 8% of consumers prefer Internet Ads• 86% mute the TV, change the channel /skip ads• 75% of people don’t believe adverDsements
Is “White Noise”
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Consumer Direct AdverDsing
• Only 8% of consumers prefer Internet Ads• 86% mute the TV, change the channel /skip ads• 75% of people don’t believe adverDsements• Only 6% of people in their 20’s read newspapers
Is “White Noise”
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Consumer Direct AdverDsing
• Only 8% of consumers prefer Internet Ads• 86% mute the TV, change the channel /skip ads• 75% of people don’t believe adverDsements• Only 6% of people in their 20’s read newspapers• Only 41% believe search engine ads are a good source of product informaDon
Is “White Noise”
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But Wait – Why Does Google Care?
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Let’s Consider The Google Mission Statement
Google’s mission is to organize the world’s informaDon and make it universally accessible and useful.
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And the Google Webmaster Guidelines:
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And the Google Webmaster Guidelines:
• User Experience is Key
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And the Google Webmaster Guidelines:
• User Experience is Key• Develop InformaDon-‐Rich Websites
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And the Google Webmaster Guidelines:
• User Experience is Key• Develop InformaDon-‐Rich Websites• Make Pages for Users
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And the Google Webmaster Guidelines:
• User Experience is Key• Develop InformaDon-‐Rich Websites• Make Pages for Users• Don’t Deceive Users
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And the Google Webmaster Guidelines:
• User Experience is Key• Develop InformaDon-‐Rich Websites• Make Pages for Users• Don’t Deceive Users• Think About What Makes Your Website(and Brand) Unique
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And the Google Webmaster Guidelines:
• User Experience is Key• Develop InformaDon-‐Rich Websites• Make Pages for Users• Don’t Deceive Users• Think About What Makes Your Website(and Brand) Unique• Content is King
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The Number of Websites Online is Growing ExponenDally.
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The Number of Websites Online is Growing ExponenDally.
• 51 million – Number of new websitesin 2012 alone.
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The Number of Websites Online is Growing ExponenDally.
• 51 million – Number of new websitesin 2012 alone.• 35% Increase in Web Page Content
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The Number of Websites Online is Growing ExponenDally.
• 51 million – Number of new websitesin 2012 alone.• 35% Increase in Web Page Content• 2.4 billion – Number of Internet users worldwide.
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The Number of Websites Online is Growing ExponenDally.
• 51 million – Number of new websitesin 2012 alone.• 35% Increase in Web Page Content• 2.4 billion – Number of Internet users worldwide.
• 144 billion – Total email traffic per day worldwide.
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The Number of Websites Online is Growing ExponenDally.
• 51 million – Number of new websitesin 2012 alone.
So – How Does Google Enforce Their Rules in a Really Big Internet World?
• 35% Increase in Web Page Content• 2.4 billion – Number of Internet users worldwide.
• 144 billion – Total email traffic per day worldwide.
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Meet Google Panda…
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Queue Stage Lek, The Farmer – AKA Panda Update
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Queue Stage Lek, The Farmer – AKA Panda Update
• Primarily a Site Quality Update
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Queue Stage Lek, The Farmer – AKA Panda Update
• Primarily a Site Quality Update• First launched February 23, 2011
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Queue Stage Lek, The Farmer – AKA Panda Update
• Primarily a Site Quality Update• First launched February 23, 2011• Series of “IteraDons”
![Page 52: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/52.jpg)
Queue Stage Lek, The Farmer – AKA Panda Update
• Primarily a Site Quality Update• First launched February 23, 2011• Series of “IteraDons”• “Baked” into Google March 14, 2013
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Queue Stage Lek, The Farmer – AKA Panda Update
• Primarily a Site Quality Update• First launched February 23, 2011• Series of “IteraDons”• “Baked” into Google March 14, 2013• Hurts Websites that Neglect User Experience
![Page 54: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/54.jpg)
Queue Stage Lek, The Farmer – AKA Panda Update
• Primarily a Site Quality Update• First launched February 23, 2011• Series of “IteraDons”• “Baked” into Google March 14, 2013• Hurts Websites that Neglect User Experience• Results in Dropped Rankings for Offending Sites
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Meet Google Penguin…
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Queue Stage Right – The “Penguin” Update
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• Primarily a “Link” Update
Queue Stage Right – The “Penguin” Update
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• Primarily a “Link” Update• First launched April 24, 2012
Queue Stage Right – The “Penguin” Update
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• Primarily a “Link” Update• First launched April 24, 2012• Series of “IteraDons”
Queue Stage Right – The “Penguin” Update
![Page 60: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/60.jpg)
• Primarily a “Link” Update• First launched April 24, 2012• Series of “IteraDons”• Hurt Websites that Carried Paid or Poor Quality Links
Queue Stage Right – The “Penguin” Update
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• Primarily a “Link” Update• First launched April 24, 2012• Series of “IteraDons”• Hurt Websites that Carried Paid or Poor Quality Links• Results in Dropped Rankings for Offending Sites
Queue Stage Right – The “Penguin” Update
![Page 62: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/62.jpg)
• Primarily a “Link” Update• First launched April 24, 2012• Series of “IteraDons”• Hurt Websites that Carried Paid or Poor Quality Links• Results in Dropped Rankings for Offending Sites
So How Do I Avoid These Deadly (But Cute) Animals and Generate Some Real Google Love?
Queue Stage Right – The “Penguin” Update
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Build An Awesome Brand On and Offline
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Begin Improving Your Brand
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Begin Improving Your Brand
• Listen To Your Customers
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Begin Improving Your Brand
• Listen To Your Customers• AcDvely Engage Your Customers With Great Content
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Begin Improving Your Brand
• Listen To Your Customers• AcDvely Engage Your Customers With Great Content• Demonstrate Your ExperDse
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Begin Improving Your Brand
• Listen To Your Customers• AcDvely Engage Your Customers With Great Content• Demonstrate Your ExperDse• Address Consumer “Pain Points”
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Begin Improving Your Brand
• Listen To Your Customers• AcDvely Engage Your Customers With Great Content• Demonstrate Your ExperDse• Address Consumer “Pain Points”• Build an Awesome Consumer Experience Online
![Page 70: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/70.jpg)
Begin Improving Your Brand
• Listen To Your Customers• AcDvely Engage Your Customers With Great Content• Demonstrate Your ExperDse• Address Consumer “Pain Points”• Build an Awesome Consumer Experience Online
The Face of Your Brand is Your Website…
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Grow and Thrive Online
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Grow and Thrive Online
• Focus on Making a Great Website
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Grow and Thrive Online
• Focus on Making a Great Website• Focus on SDckiness, Usability
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Grow and Thrive Online
• Focus on Making a Great Website• Focus on SDckiness, Usability• Give Consumers Reasons to Revisit and Share Your Brand
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Grow and Thrive Online
• Focus on Making a Great Website• Focus on SDckiness, Usability• Give Consumers Reasons to Revisit and Share Your Brand• Ensure Your Message is Heard in as Many Places as Possible…
![Page 76: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/76.jpg)
Grow and Thrive Online
• Focus on Making a Great Website• Focus on SDckiness, Usability• Give Consumers Reasons to Revisit and Share Your Brand• Ensure Your Message is Heard in as Many Places as Possible…• Engage Your Audience, Don’t Market “At” Them
![Page 77: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/77.jpg)
Grow and Thrive Online
• Focus on Making a Great Website• Focus on SDckiness, Usability• Give Consumers Reasons to Revisit and Share Your Brand• Ensure Your Message is Heard in as Many Places as Possible…
Be Everywhere – Prominent In Search Engines, Social Media, Pay Per Click, Pinterest, and many others…
• Engage Your Audience, Don’t Market “At” Them
![Page 78: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/78.jpg)
But Wait, I Don’t Have an Online Presence, Yet?
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No Problem – Start With the Basics!
![Page 80: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/80.jpg)
No Problem – Start With the Basics!
• Build a Great Website
![Page 81: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/81.jpg)
No Problem – Start With the Basics!
• Build a Great Website• Develop A MarkeDng Plan
![Page 82: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/82.jpg)
No Problem – Start With the Basics!
• Build a Great Website
• Consider Each Channel an Extension ofBrand
• Develop A MarkeDng Plan
![Page 83: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/83.jpg)
No Problem – Start With the Basics!
• Build a Great Website
• Consider Each Channel an Extension ofBrand
• Develop A MarkeDng Plan
• Highest ROI Channels – SEO andContent MarkeDng
![Page 84: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/84.jpg)
No Problem – Start With the Basics!
• Build a Great Website
• Consider Each Channel an Extension ofBrand
• Develop A MarkeDng Plan
• Highest ROI Channels – SEO andContent MarkeDng• Stay Consistent
![Page 85: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/85.jpg)
No Problem – Start With the Basics!
• Build a Great Website
• Consider Each Channel an Extension ofBrand
• Develop A MarkeDng Plan
• Highest ROI Channels – SEO andContent MarkeDng• Stay Consistent
OK, What If I Already Engage in Online MarkeDng?
![Page 86: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/86.jpg)
Audit What You’ve Got!
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Audit What You’ve Got!
• Does it Generate Trackable Revenue?
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Audit What You’ve Got!
• Does it Generate Trackable Revenue?• Does it Support Key Message of Brand?
![Page 89: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/89.jpg)
Audit What You’ve Got!
• Does it Generate Trackable Revenue?• Does it Support Key Message of Brand?• Is it Delivered Transparently to You?
![Page 90: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/90.jpg)
Audit What You’ve Got!
• Does it Generate Trackable Revenue?• Does it Support Key Message of Brand?• Is it Delivered Transparently to You?
• Does it Feel White Hat / Above Board?
![Page 91: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/91.jpg)
Audit What You’ve Got!
• Does it Generate Trackable Revenue?• Does it Support Key Message of Brand?• Is it Delivered Transparently to You?
And Remember, the Key Is Consistent, AcDve Engagement
• Does it Feel White Hat / Above Board?
![Page 92: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/92.jpg)
Some Takeaways (Without Delivery Charges)
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5 Takeaways
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5 Takeaways
• Building Your Brand is Everything
![Page 95: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/95.jpg)
5 Takeaways
• Building Your Brand is Everything• Demonstrate How You Are Expert
![Page 96: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/96.jpg)
5 Takeaways
• Building Your Brand is Everything• Demonstrate How You Are Expert
• Engage Consumers in Online MarkeDng
![Page 97: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/97.jpg)
5 Takeaways
• Building Your Brand is Everything• Demonstrate How You Are Expert
• Always Be Consistent
• Engage Consumers in Online MarkeDng
![Page 98: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/98.jpg)
5 Takeaways
• Building Your Brand is Everything
• Build a Brand or Be EatenBy Google Animals
• Demonstrate How You Are Expert
• Always Be Consistent
• Engage Consumers in Online MarkeDng
![Page 99: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/99.jpg)
5 Takeaways
• Building Your Brand is Everything
• Build a Brand or Be EatenBy Google Animals
• Demonstrate How You Are Expert
• Always Be Consistent
• Engage Consumers in Online MarkeDng
Do This, and Your Customers and Will Love You…And
![Page 100: How Google's Panda and Penguin Changes Will Effect Your Website](https://reader034.vdocument.in/reader034/viewer/2022051818/54b4ec8f4a795994458b4683/html5/thumbnails/100.jpg)
You Won’t Get Poked by The Next Google Animal
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if you enjoyed, please share.for more like this follow us @teamstudiothink
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if you enjoyed, please share.for more like this follow us @teamstudiothink
or visit our website
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or visit our websitewww.studiothink.com