what does google want these days?
TRANSCRIPT
What does Google want these
days?Ross Monaghan
Director, Digital Marketing
5/16/2013
Accelerating Revenue Through Technology
O V E R V I E W
Accelerating Revenue Through Technology
ENTERPRISEE-
COMMERCE
ENTERPRISECMS
DIGITALMARKETING
DELIVERING QUALITY SOLUTIONS TO ACHIEVE BUSINESS OBJECTIVES
For more than 10 years, Zeon Solutions has successfully delivered enterprise-
scale, effectively-designed custom applications and e-business solutions on time
and within budget for customers worldwide. Our broad range of services include:
Development & Design • Customization & Support • Mobile & Search Marketing
ANN ARBOR,
MI
MILWAUKEE,
WI
O V E R V I E W
Founded in 2003
HQ Milwaukee, WI
Merged with Grand River
January 2012
O V E R V I E W
24 7350+Worldwide Employees Development & Support
Global Delivery Model
MILWAUKEE,
WI
SEATTLE, WA
ANN ARBOR, MI
BOSTON, MA
NAGPUR
O V E R V I E W
Recognized as one of the fastest growing private
companies in North America by Inc. 500
‣ Four-time honoree
‣ 6th in IT/e-commerce segment in 2010
‣ 90th in IT services in 2011
Recognized as a Future 50 company by Metro
Milwaukee Association of Commerce (MMAC) - 2008,
2009, 2011;
Earned Master Mettle Award.
Recognized as a Fastest Growing Firm by Milwaukee
Business Journal – 2011, 2012
O V E R V I E W
Q U I C K P O L L
How many of you know what Search Engine Optimization
is?
How many of you know SEO the ranking factors?
How many ranking factors do Google have in their
algorithm?
What are Panda & Penguin?
Show o f hands…
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
Side note…
• Why don’t I rank #1 for this keyword?
– Because you don’t mention it on your page?
• What is the correct keyword density to use?
• Should I put every variation of the keyword in my page
title or meta keywords?
• Should we just buy links?
• Should we just be changing our page content every day
for freshness – per the QDF algo factor?
• Do you think the $200 per month options for SEO
management are legit?
Frus t ra t i ng Asked Ques t i ons
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
And finally…
Keyword stuffing?
Anchor text manipulation?
Cloaking?
Internal link spamming?
Comment spamming?
Buying links?
Sitewide links?
Reciprocal links?
Are t hese so l i d op t i ons f o r us?
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
No!!!!
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
Please move on…
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
SEO is NOT
SIMPLEQUICK
CHEAP
ONE-TIME
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
C O M P L E X I T Y
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
So what’s changed?
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
Authority & Relevance
are no longer simply
about…
# of inbound links
keyword rich anchor text
links from .gov or .org sites
etc.
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
No, simply adding photos of a Panda or Penguin to your site
will not make you rank!
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
So what is important
today?
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
Well what I hear daily
is…
Content, content,
content…
It is KING!
ARGH!!!!
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
Not really.
Content is MOSTimportant but it better be GREAT and on TOPIC
content in order to RANK
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
Quality > Quantity
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
What are the new
algorithm related
updates?
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
Thin light content (quality vs. quantity)
Over optimization+ link spamming
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
Penguin + Panda
=Manipulation Cleansing
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
2.0
C O M I N G S O O N !
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
A deeper look at a
couple new Google
principles…
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
User context
+
Interest graph
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
What type of search query is it?
Navigational
Informational
Transactional
U S E R C O N T E X T
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
Where are users
located?
Not just
geographically…
U S E R C O N T E X T
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
Are they on their phone walking
to a store or restaurant?
Sitting on the couch on an
iPad?
At the office?
U S E R C O N T E X T
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
This all aligns to the
“USER CONTEXT”
U S E R C O N T E X T
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
So what is the “INTEREST
GRAPH”?
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
A temporal
SIGNAL
SIGN
INDICATOR
GUAGE
POINTER
I N T E R E S T G R A P H
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
Reason
To be relevant based on the
user context of the query
I N T E R E S T G R A P H
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
So if now know the users context
and interest graph…
How do I gain followers and links?
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
• Focus on the user
• Understand the context of their query
• Develop content for what the user needs or
wants
• Link attraction vs. Link Building
• Market your content (impact interest graph)
– PR
– Outreach
** Remember – It is not worth it to manipulate for rank
R E C A P
• Business Objectives & Analytics Alignment –
are we driving the right traffic? What are they
doing when they arrive? Are we testing our
changes?
• Cross functional alignment within your
organization
• On-Page optimization targeting
• Technical problems – flash, robots.txt,
canonicalization (duplicate content)
COMMON ISSUES FOUND
@ROSSMONAGHAN
CONNECT
ROSS.MONAGHAN@ZEONSOLUTIONS
.COM
LINKEDIN.COM/IN/ROSSMONAGHANS
ROSS MONAGHAN
DIRECTOR, DIGITAL
MARKETING
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
THANK YOU
C L I C K T O E D I T
M A S T E R T I T L E
S T Y L E
QUESTIONS