The New Face of SEO: How SEO Has Changed in a Panda & Penguin Era

Fuzz One Media presents: THE NEW FACE OF SEO HOW SEO HAS CHANGED OLD WHAT USED TO WORK NEW NEW APPROACH TO SEO, POST PANDA & PENGUIN ON-SITE OPTIMISATION Target Specific Keywords Target a very specific set of keywords predominantly based on high search Target a Wider Range of Keywords Target a wider range of keywords that are likely to convert. Focus on intent & data from PPC conversions KEYWORD TARGETING volume Design Separate from SEO User Experience is #1 Priority Avoid poor site engagement increase average time on site, pages per visit and reduce bounce rates. Title tags must still be optimised! USER EXPERIENCE Onsite UX & Usability usually came AFTER a site had been optimised for search engines Page Load Times are Almost no focus on mobile devices Prior for 2011, site speed didn't Responsive Design - think mobiles, think tablets important matter to users & rankings Write Content Write Compelling Content for Your for Search Engines Write content ON-SITE CONTENT Audience targeted to search engines and high volume search Write naturally sounding engaging content targeted to humans and not search engines. Focus on your target audiences phrases Keyword Density A target 'keyword density' was the basis of the creation Keyword Density Not Overly Important Refrain from being repetitive with keywords as it can be flagged as HEFSOAD of on-site content. content spam Text Content Content is Diverse Focus On-site content used to be viewed Content is multi-faceted. A lot of thought is put into Videos, Infographics, as predominantly Internet memes, text content Documents (white papers), Podcasts, Presentations (slideshare) Stuff Title Tags with Keywords Target Title tag and meta description with target keyword. They didn't need to read well - so long as your keywords were "SELL" your Content with your Title Tags Create compelling: title & meta description tags View them as 'adverts' that HTML SELL your content present Microformat Schema.org & a more Content Markup Google started parsing hCard microformat mark- schema.org Semantic Web Bing, Google and Yahoo! launched SCHEMA.org: Rich snippets Reviews, Recipes, Video Markups in June 2011. Hugely important to On-Page SEO. ups in May 2009. Ghost Writers Ghost writing was the order of the day - authors and thought leaders were not rewarded with more search WRITERS & CONTENT AUTHORSHIP Rel: Authorship The Rel: Authorship tag is critical for publishers - it humanises the search results and adds a layer of trust engine exposure OLD NEW LINK BUILDING & OFF PAGE OPTIMISATION Outsource Generate Highly Copywriting & Spin Content Off-site content OFF-SITE CONTENT Creative Sharable Content Focus on highly professional & creative content from writers, video producers/editors, infographic or graphic designers. Promote your content through social media. Target quality sites rather than quantity was outsourced offshore, Spun and submitted to low quality article submission sites. Aggressive Exact-Match Link Diversity & Brand Links ANCHOR TEXT Anchor Text Link building with exact match anchor Link Diversity is key - backlinks should comprise of branded anchor text, text got great rankings long-tail or partial match anchor text and occasional "noise" anchors e.g. "click here" Aggressive Exact-Match Build a Long Lasting Brand! DOMAIN SELECTION Anchor Text It's all about branding now - focus almost all efforts Links Domains with primary keywords or Exact match domains were on building traction to the core domain of your brand. Search engines are looking at social signals to determine brand gold - they required minimal amount of link building to get great rankings domains. They are looking at Linkedin (employees accounts), Facebook, Twitter and of course Google+ Blog Network Links Worked High Quality Guest Blogging High quality guest blogging along with social signals from a dedicated and active audience count BLOG LINKS Links from fake blogs or 'flogs', paid blog links, made for AdSense or 'MFA' sites and blog networks got rankings as legitimate links Automated Manual Quality Directory Submissions Checked Submissions DIRECTORY SUBMISSIONS Manual submission to Mass duplicate and automated directory submissions to free, low quality directories with no review carefully selected industry and local directories. Directories should be typically paid and human reviewed. Best Results from uniquely written descriptions tailored to the audience of each directory process were rife. Online PR - write Strategic PR - back to & submit REAL PR PRESS RELEASES Used primarily for back link generation, regardless of whether the release was PR backlinks barely count. Real PR matters and only newsworthy press releases should be launched. Creativity is key. actually newsworthy. Xrumer Automated Talk & Connect with Real People Blog comments links have no impact on rankings. They are used for building relationships and for gaining direct traffic. Blog Commenting Automated software BLOG COMMENTS blog commenting software sometimes improved rankings Links More Important than Social Media Social Traction Correlates with Links Social Media is the core SOCIAL MEDIA Articles were submitted to Digg, StumbleUpon, Reddit, Del.icio.us & Yahoo Buzz. Facebook & Twitter were still content promotional channel. Google+, Twitter, Facebook, LinkedIn and Pinterest are the most important SM platforms to SEO emerging f in y D g# Con digg su OLD NEW SEO TEAM OLD SEO TEAM NEW SEO TEAM Technical SEO Technical SEO Creative Link Builder & Link Link Builder Bait Strategist SeoCial - Social Media SEO Low Level Link Builder Local SEO Specialist Copywriter International Offshore SEO Specialist Copywriter Expert Industry Specialist Copywriter Video Editor SEO Analyst - for Web Analytics Conversion Rate Optimiser (CRO) Infographic Designer Graphic Designer OLD NEW MAJOR GOOGLE ALGORITHM UPDATES PENGUIN UPDATE Backlink Update A major update targeted at spam backlinks: also coined the "Webspam Update' it targeted keyword stuffing 3 Updates - Last Update October 2012 PANDA #21 - NOV 2011 Content Quality 21 Updates - Last Update November 2012 PANDA UPDATE Content Quality A major content update: fight sites with poor quality 'thin' content, content farms and sites with high ad- to-content ratio 21 Updates - Last Update November 2012 TOP HEAVY UPDATE Content Quality Also known as the 'Above the fold' update: sites "heavy" with ads above the fold prevented from ranking 2 Updates - Last Update October 2012 PIRATE/DMCA UPDATE Content Quality Also known as the 'DMCA Penalty penalize sites with repeat copyright infringement complaints 1 Update EXACT MATCH DOMAIN - EMD UPDATE Content Quality The EMD update devalued poor quality "exact match domain" sites from ranking well 1 Update 2012 OCT 2012 SEP AUG MAY 2012 FEB APR 2012 JAN 2012 2011 2012 2012 OLD NEW DEFINITION OF SEO SEO MINDSET "WORK IN A SILO" SEO MINDSET "MULTI- DISCIPLINARY APPROACH" Search Engine Optimization (SEO) is a website promotion strategy, the goal of which is to get your site to appear at the top of search engine results under keywords or phrases appropriate to your business. Search Engine Optimization is a multidisciplinary activity that seeks to generate productive organic traffic from search engines via technically sound and connected sites by matching query intent with relevance and value. SCOTT FISH - SEO CHAT, 2006 AJ KOHN, 2012 The goal of SEO is to attract potential users to your site with content that is targeted for the keywords the user is using in his or her "SEO is about knowing some of the general principles that help a site or page to rank well in search engines. Building the best quality site that can with content that meets the search. A search engine is merely a tool used to reach your audience; high rankings aren't the end goal, but a first step. needs of readers (and as a result attracts links from other sites). I guess I've come to learn that when you build a high quality website that SEO tends to largely IBM - 2006 look after itself." DARREN ROWSE - 2008 Search Engine Optimization means ensuring that your Web pages are accessible to search engines and are focused in ways that help improve the chances they will be found. SEARCH ENGINE WATCH - 2007 REFERENCE SOURCES: SEOMOZ.COM | SEARCHENGINELAND.COM IMATT CUTTS BLOG | GOOGLEWEBMASTER YOUTUBE VIDEO CHANNEL | GOOGLE WEBMASTERS BLOG |WIKIPEDIA.ORG | SEOCHAT.COM | IBM.COM | SEARCH ENGINE WATCH GRAPHICS: CHANDER BROUGHT TO YOU BY Fuzz One Digital Marketing is Our Forte www.fuzzone.com