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December 10, 2014 Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine PR News Washington D.C. What You Need to Know About SEO

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Page 1: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

December 10, 2014

Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine

PR News Washington D.C. What You Need to Know About SEO

Page 2: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

Who am I?

@SimonHeseltine

• I do not have my own HBO show every Sunday night

Page 3: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

SEO

@SimonHeseltine

Page 4: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

SEO

@SimonHeseltine

http://dilbert.com/strips/comic/2012-02-17/

http://dilbert.com/strips/comic/2012-02-17/

Page 5: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

SEO

@SimonHeseltine

http://www.dilbert.com/strips/comic/2013-02-04/

Page 6: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

1996-1998 Keyword Spam and…

@SimonHeseltine

Page 7: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

1998

@SimonHeseltine

Page 8: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

Search Engine Wars - 2000

@SimonHeseltine

Page 9: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

Search Engine Wars - 2003

@SimonHeseltine

Page 10: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

Search Engine Wars - 2004

@SimonHeseltine

Page 11: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

Search Engine Wars – 2004 pt II

@SimonHeseltine

Page 12: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

Search Engine Wars – 2005

@SimonHeseltine

Page 13: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

Search Engine Wars – 2007

@SimonHeseltine

Page 14: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

Search Engine Wars – 2009

@SimonHeseltine

Page 15: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

Search Engine Wars – 2011

@SimonHeseltine

Page 16: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

Search Engine Wars – 2014

@SimonHeseltine

Page 17: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

SEO is dead?

@SimonHeseltine @SimonHeseltine

Page 18: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

What does Google Think?

@SimonHeseltine

Page 19: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

The Evolution of Google 2003-2006

@SimonHeseltine http://blog.hubspot.com/marketing/google-algorithm-visual-history-infographic

Page 20: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

The Evolution of Google 2007-2011

@SimonHeseltine http://blog.hubspot.com/marketing/google-algorithm-visual-history-infographic

Page 21: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

The Evolution of Google 2012-2013

@SimonHeseltine http://blog.hubspot.com/marketing/google-algorithm-visual-history-infographic

Page 22: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

Google Updates The Price of Change

@SimonHeseltine

Page 23: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

Google Updates Penguin

@SimonHeseltine

Page 24: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

@SimonHeseltine

Google Updates Penguin

Page 25: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

@SimonHeseltine

• Looks at site link profiles, does it look like a natural link profile?

• Looks for quality of incoming links. Does the site receive good quality links, or just spammy ones?

• Looks at diversity of link anchor text. Too many instances of the same non-brand keywords may indicate manipulation

Google Updates Penguin

Page 26: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

@SimonHeseltine @SimonHeseltine

• Looks at content quality • Design • Trustworthiness • Speed • Depth of content

Google Updates Panda

Page 27: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

Google Updates Pigeon

@SimonHeseltine

Page 28: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

Google Updates Pirate

@SimonHeseltine

Page 29: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

Google Updates Authorship

@SimonHeseltine

Page 30: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

Google Penalties

@SimonHeseltine

Page 31: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

Google Penalties Penalty Notices

@SimonHeseltine

Page 32: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

Google Penalties Quality of content

@SimonHeseltine

Page 33: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

Simplified Google Ranking Factors As of 12/10/2014

@SimonHeseltine

1. Using the right keywords 2. Using those keywords in the metatags 3. Using those keywords in the content 4. Getting diversified links to your content

Page 34: PR News Washington D.C.€¦ · December 10, 2014 . Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine . PR News . Washington D.C. What You

December 10, 2014

Presented By: Simon Heseltine Senior Director Twitter: @simonheseltine AIM: SimonHeseltine

PR News Washington D.C.

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