seo adwords and analytics convergesouth2012
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Phil Buckley's 2012 presentation at ConvergeSouth: SEO, AdWords and Analytics ConvergeSouth2012TRANSCRIPT
SEO, AdWords and Analytics
Director of SEO at Virante @1918 linkedin.com/in/pbuckley Phil Buckley
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
Everything you think you know is probably wrong
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
Since last year’s ConvergeSouth conference…
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
October 18, 2011
Google announces they will be encrypting search queries, for privacy reasons. Unfortunately, this
disrupts organic keyword referral data, returning "(not provided)" for some organic traffic.
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
November 3, 2011
Google announces an algorithm change rewarding freshness will impact up to 35% of queries (almost
3X the publicly stated impact of Panda 1.0). This update primarly affects time-sensitive results, but signalls a much stronger focus on recent content.
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
November 14, 2011
In a bid to appear transparent, Matt Cutts releases a post with 10 recent algorithm updates.
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
December 1, 2011
Matt Cutts does it again.
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
January 10, 2012
Search + Your World.
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
January 19, 2012
Top Heavy.
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
February, 2012
Google releases another set of “Search Quality Highlights. No actual details, but everyone is talking
about the “new transparency”.
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
April 24, 2012
After weeks of speculation about an "Over-optimization penalty", Google finally rolled out the "Webspam Update", which was soon after dubbed
"Penguin."
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
May 16, 2012
In a major step toward semantic search, Google started rolling out "Knowledge Graph", a SERP-
integrated display providing supplemental object about certain people, places, and things.
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
June 9, 2012
Panda 3.7 is released and causes major SERP fluctuation. This causes even more SERP change
than the Penguin update.
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
July 19, 2012
Google sent out a large number of unnatural link warnings via Google Webmaster Tools. In a
complete turn-around, they then announced that these new warnings may not actually represent a
serious problem.
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
August 10, 2012
Google announces that they will start penalizing sites with repeat copyright violations, probably
via DMCA takedown requests.
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
August 10, 2012
After a summer hiatus, the June and July Search Quality Highlights were rolled out in one mega-post. Major updates included Panda data and algorithm
refreshes, an improved rank-ordering function (?), a ranking boost for "trusted sources", and changes
to site clustering.
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
August 14, 2012
Google makes a significant change to the first page, limiting it to 7 results for many queries. SEOmoz
research shows that this change impacts about 18% of the keywords they tracked.
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
September 27, 2012
Panda algorithm update – this would be the 20th This was a fairly major Panda update that impacts 2.4% of English search queries and will rolled out
over multiple days.
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
September 28, 2012
Google launched a major algorithm update coined as being "minor" that targeted low quality exact
match domains - the EMD update.
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
October 5, 2012
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
October 9, 2012
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
What is “noticeably affected”
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
So what? What do all those slides mean to me?
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
Shit just got real
SEO, AdWords and Analytics
Image from noaa.gov
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
SEO, AdWords and Analytics
photo by Philip Roeland
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
SEO, AdWords and Analytics
Mesothelioma
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
http://pdfcast.org/pdf/google-guidelines
2012 Google Quality Rater Guidelines
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
How to bridge the gap for the 6 months you’re digging yourself out of the hole…
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
Google wants your money
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
Insurance (example keywords in this category include "buy car insurance online" and "auto insurance price quotes") Loans (example keywords include "consolidate graduate student loans" and "cheapest homeowner loans") Mortgage (example keywords include “refinanced second mortgages” and “remortgage with bad credit”) Attorney (example keywords include “personal injury attorney” and “dui defense attorney”) Credit (example keywords include “home equity line of credit” and “bad credit home buyer”)
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
Use AdWords as a highly prices test to see what phrases convert and what drives unqualified traffic.
AdWords as an Organic Test
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
RIP Exact Match & Phrase Match
• keyword misspellings • singular/plural forms • stemmings (word endings such as "ing", "ed", etc.) • accents • abbreviations
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
More Details on Quality Score Calculation
By hovering over keyword status, you can now see Google’s rankings (below average, average, above average) for three key attributes: Expected clickthrough rate, ad relevance, and landing page experience.
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
Ad Rotation Changes
You no longer can rotate ads evenly long-term. After 30 90 days of even rotation of ads, Google will start displaying ads that are most likely to get more clicks.
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
Google Analytics
Not changing every day
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
A world without keywords
Remember my first slide about Google updates?
Encrypted search = Not provided
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
Not provided
45% WTF?
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
Drop off
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
This slide is not blank
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
The Future
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley Photo courtesy of sookie via Flickr: http://www.flickr.com/photos/sookie/31219031/
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
SEO, AdWords and Analytics
Phil Buckley Director of SEO at Virante @1918 linkedin.com/in/pbuckley
SEO, AdWords and Analytics
Director of SEO at Virante @1918 linkedin.com/in/pbuckley Phil Buckley
Thank you