What does Google want these days?

Ross MonaghanDirector, Digital Marketing5/16/2013

Accelerating Revenue Through Technology

O V E R V I E W

Accelerating Revenue Through Technology

ENTERPRISEE-

COMMERCEENTERPRISE

CMSDIGITAL

MARKETING

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 2003HQ Milwaukee, WI

Merged with Grand RiverJanuary 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 of 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?

Frust rat ing Asked Quest ions

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 these so l id opt ions fo 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

SIMPLEQUICKCHEAP

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 linkskeyword rich anchor text

links from .gov or .org sitesetc.

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 MOST important 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 temporalSIGNALSIGN

INDICATORGUAGE

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

ReasonTo 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 MONAGHANDIRECTOR, 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