Keeping up with Google
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Cardinal Web Solutions is an Atlanta-based interactive marketing agency that specializes in driving profits for small and medium-sized businesses through search engine optimization, increased website traffic, social media marketing, and other techniques. The document discusses Google algorithm updates like Panda, Penguin and Hummingbird and how to avoid penalties from them. It also covers how to implement an integrated search strategy using technical SEO, content marketing, social media and paid search. Key performance indicators for measuring SEO success should focus on goals, conversions and business objectives rather than just keyword rankings.
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Keeping up with Google
- 1. Keeping Up With Alex Membrillo, CEO @alex_membrillo @cardinalws
- 2. About Cardinal Web Solutions Atlanta’s #1 Interactive Marketing Agency Cardinal Web Solutions is a creative group of marketing professionals skilled at leveraging traditional and innovative mediums empowering small to medium-sized businesses and national brands. We focus on driving your profits through improved search results rankings, increased website traffic, social media orchestration, and other interactive marketing techniques. Proprietary and Confidential 2
- 3. Before we begin… • Interrupt me with questions! • If you don’t there is still designated Q&A time, tweet your questions to #BLAHBLAHBLAH • Smile at who you’re sitting next to, you’ll be working together today 3
- 4. Keeping Up With Google 1. How well do you know your Google Algorithm updates? 2. Integrated Search Strategies 3. Activity 4. Measuring search campaign results (the right way) 4
- 5. What’s Up With Google Algorithm Updates? Proprietary and Confidential 5
- 6. Google's response to your query about chocolate includes a knowledge graph listing about Snickers candy bars. Which penalty or update contributed to the satisfying answer? 6 • Panda • Penguin • Hummingbird
- 7. A skydiving website contains several pages with very similar content. Which penalty or update sent their rankings plummeting? • Panda • Penguin • Hummingbird 7
- 8. 70% of a Chicago plumber's backlinks contains anchor text that reads: "Chicago plumber." Which penalty or update flushed his rankings down the drain? • Panda • Penguin • Hummingbird 8
- 9. A magic & novelty shop decided to save money by cutting all web page content to 50 words or less. Which penalty or update caused their rankings to vanish into thin air? 9 • Panda • Penguin • Hummingbird
- 10. An antique shop's SEO strategy involved thousands of links from spammy sites. Which penalty or update made their page one rankings a thing of the past? 10 • Panda • Penguin • Hummingbird
- 11. Proprietary and Confidential Panda Released: February 2011 Purpose: To fight web spam by preventing sites with poor quality content from achieving top rankings on the Google SERPs 11
- 12. Proprietary and Confidential Panda Best practices to avoid being penalized: 1. Avoid “thin” content • Landing page content: 500+ words • Blog content: 400+ words 2. Avoid duplicate content • Create ONLY unique, useful and relevant content for your site 3. Avoid featuring primarily advertisements “above the fold” and pages dominated by advertising 12
- 13. Proprietary and Confidential Penguin Released: April 2012 Purpose: To freeze out sites that are using over-optimized and low-quality linking practices 13
- 14. Penguin: Best Practices To Avoid Penalties 1. Diversify your keyword anchor text keywords by using the 80/20 rule • 80% of your anchor text should be branded keywords and the remaining 20% of keywords can be keywords related to your business or services (keywords you want to rank for) 2. Avoid “keyword stuffing.” Use keywords naturally in the flow of content, along with related forms of keywords Proprietary and Confidential 14
- 15. Penguin: Best Practices To Avoid Penalties 3. Avoid / remove backlinks from low-quality, “spammy” sites Proprietary and Confidential • Types of links to identify: —Links from “link farms” (pages with little content and many links) —Blog networks, including guest-blogging networks —Blog commenting spam —Forum signature spam with exact match anchor text —Article marketing links with signature spam —Low-quality directories • Use Google Disavow tool to get rid of the junk 15
- 16. Proprietary and Confidential Hummingbird Released: September 2013 Purpose: To improve search results through better interpretation of search queries As opposed to updates like Panda and Penguin, Hummingbird is a complete retooling of Google’s algorithm. The focus is on understanding the intent behind a search—rather than simply the individual words used in the search—and returning the most useful results. One example given by Google of a before-and-after Hummingbird: “acid reflux prescription.” Pre-Hummingbird results for this query featured mainly a list of drugs, while current results also feature articles and news stories about the disease in general, including alternative treatments. 16
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- 18. Adapting an integrated search strategy Proprietary and Confidential 18
- 19. What comes to mind when you hear “integrated search strategy?” 19
- 20. Integrated Search Strategy 1. Technical SEO 2. Content 3. Social Media 4. Paid Search 20
- 21. Technical SEO Goal: Audit and optimize websites for consistent visibility on search engines. Strategy: Website structure Indexing submissions Keyphrase Strategy On-site optimization Implementation of tracking signals Link building 21
- 22. Content Marketing Goal: Produce compelling content that builds customer base by addressing pain points for each segment of target audience. Strategy: Define pain points for target demographics Build campaign based on marketing objectives, distribution channels and potential audience reach: Expert content for brand authority User reviews for trust factor Branded content for loyalty Social Media for brand awareness 22
- 23. Social Media Goal: Increase brand awareness and customer base through social media sites. Strategy: Facebook Insights Social Listening Engage audience in conversations #FindNewsjackingOpportunities Videos Make your brand relatable 23
- 24. Paid Search Goal: Drive conversions through targeted advertising strategies that reach users at key points in the purchase process. Strategy: A/B testing Paid search ads within results page Display advertising Remarketing campaigns Conversion testing and optimization Custom goal tracking 24
- 25. Benefits of Integrated Search Increase ROI Test & share strategic keywords for optimal CTR and conversions Brand lift through multiple channels at once Monitoring & reporting for SEO/PPC can be done through one medium 25
- 26. Implementing Integrated Search Campaigns 26
- 27. Goals Short-term goals? Long-term goals? Align campaign strategy and reporting 27
- 28. Consumer Insights Understand the audience Listen to audience What segments are on each channel? What are their pain points? 28
- 29. Site Structure Indexing Search for branded terms Google cache Duplicate content Accessibility Technical Audit 29
- 30. Get all teams involved to speed up processes Channels consumers come from? New visitors vs. Returning visitors Search for branded terms Brand Strategy 30
- 31. SEO + PPC = 31
- 32. Integrated Opportunities: Data-driven Content Strategies 32
- 33. Integrated opportunities: Guest Blogging (Wisely) Guest Blogging = combines new school of thought (content!) with old school tried and true methods (link earning) Proprietary and Confidential Guest Blogging Most Powerful Link Equity Brand Awareness Industry Authority User Experience Press Releases Most Powerful Link Equity Brand Awareness Industry Authority User Experience 33
- 34. Integrated opportunities: Guest Blogging (Wisely) Proprietary and Confidential The Golden Rules of Guest Blogging: 1. No one night stands. 2. Write awesome content. 34
- 35. Integrated opportunities: User-generated content Focusing on/Understanding the Proprietary and Confidential Consumer Keyword Opportunities/Authority User engagement Conversions Brand Greater word-of- awareness mouth advertising Consumer loyalty Overall online authority Visibility Site depth 35
- 36. Integrated opportunities: User-generated content 1. Invite consumers to engage Proprietary and Confidential with your brand online. 2. Inspire the conversation (ie. fake it til you make it) 3. Incentivize, incentivize, incentivize! 36
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- 38. How should you (or your agency) measure your SEO campaign’s success? 38
- 39. Poll: Which is most important to you for measuring your SEO campaign’s success? • Keyword Rankings • Website Traffic • Goal Completions (Form fills, Phone calls, Purchases, etc.) • Number of backlinks 39
- 40. KPIs: Let’s talk about those SEO keyword ranking reports Proprietary and Confidential 40
- 41. KPIs: Problems with Measuring Keyword Rankings 1. With Google secure search, you don’t know which keywords are actually driving your website traffic anymore 41
- 42. 2. You’re missing out on the long-tail keywords • Over 70% of searches are long-tail searches. • Google’s Keyword tool doesn’t account for these. 42 KPIs: Problems with Measuring Keyword Rankings
- 43. KPIs: Problems with Measuring Keyword Rankings 3. The structure of the SERP continues to evolve 2006 Quite basic 43
- 44. 3. The structure of the SERP continues to evolve 2008 Top Navigation Prominent Ads KPIs: Problems with Measuring Keyword Rankings 44
- 45. KPIs: Problems with Measuring Keyword Rankings 3. The structure of the SERP continues to evolve 2010 Local listings, Maps, Review Data, Universal Search, Structured Data 45
- 46. KPIs: Problems with Measuring Keyword Rankings 3. The structure of the SERP continues to evolve 2014 Knowledge Graph Local Carousel Local Listings Ad Extensions Google offerings: Google My Business, Google+, authorship, Google Shopping Video results News results Social results 46
- 47. KPIs: What Should Your SEO Reports Tell You? Reach: This is more important than Organic Search Traffic, because it includes Referral and Social Traffic. Endorsements: Links, Mentions, Press, Social Authorities. Creates an SEO Feedback loop – you can reach out to people and form relationships for new link building opportunities. KPIs: Business objectives, Goals, Conversions, Assisted Conversions, Sales, Leads, Revenue. The Bottom Line: Your reports should show how SEO’s efforts resulted in achieving your business goals. 47
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- 49. How well is your strategy working? To download today’s presentation as well as receive a Complimentary Search Audit visit - www.cardinalwebsolutions.com/AMA 49
Notes de l'éditeur
- #BlahBlahBlah?
- Answer: Hummingbird
- Answer: Panda
- Answer: Penguin
- Answer: Panda
- Answer: Penguin
- Recommended word counts are rule of thumb. Content length varies across industries, and there is no agreed-upon standard word count among SEO professionals. However, multiple studies—including those from Quick Sprout, Moz and serpIQ—conclude that longer content generally results in higher keyword rankings and conversions.
- Branded terms examples: cardinal web solutions, cardinalwebsolutions.com, http://cardinalwebsolutions.com, cardinal seo, cardinal digital marketing
- Re: Guest-blogging—Still a valid way to earn strong backlinks if utilizing appropriate sites. Penguin frowns on guest-blogging on networks of sites set up for the sole purpose of publishing blog submissions from anyone. An example is http://myblogguest.com/, a guest-blogging site smacked by Penguin.
- Re: Guest-blogging—Still a valid way to earn strong backlinks if utilizing appropriate sites. Penguin frowns on guest-blogging on networks of sites set up for the sole purpose of publishing blog submissions from anyone. An example is http://myblogguest.com/, a guest-blogging site smacked by Penguin.
- As Google’s 500+ algorithm changes per year become more complex, search marketing must adapt more complex strategies to stay relevant. Many of the tactics that once worked for SEO are now becoming a liability for penalties from Google. And where once SEO was the total package for brands, it has now become just one of the factors that contributes to successful brand marketing strategies. In order to effectively keep up with Google, marketers must adopt integrated search strategies – also known as brand strategies.
- Spend 2-3 minutes on this question with the audience
- There are several easy ways to build an integrated marketing campaign using the resources you already have work with. Many agencies and brands have started to realize that in order to keep up with Google in 2014 segmented, channel-specific strategies are not as effective as a diversified approach.
- It is important to define marketing objectives and goals for the campaign at the onset of the project. That way you know exactly what metrics to measure and which strategies to leverage at various points throughout the campaign. Short-term goals also have to be realistically set to complement and build for long-term strategies.
- Who is your target demographic and how do they interact with your brand on a regular basis? Outbound? Inbound? What is the behavior pattern of users on your site? Landing pages? Exit pages? What are the pain points that make them need/want your brand?
- How is your website performing on SERP? Are you ranking for keywords with high CTR or high conversion rates? Is the content on your website substantial and indexed properly? Are any googlebots blocked from crawling your site?
- Build your marketing strategy around audience/consumer opportunities – i.e. interactions, opportunities to convert, behavior patterns on website as well as SERP. Integrated search strategies should give you the opportunity to leverage organic search results from the overall strategy you put in place.
- Combining and utilizing data from both of these traffic sources increases the effectiveness of every campaign. This especially comes into play as Google has started limiting data for non-paying advertisers. When you launch a marketing campaign, use an internal kick-off meeting to get insight from both paid search and seo departments. You can also test keyword opportunities through paid search to see where the consumer is in the purchase process, using this data to inform the social media and content strategies. You can also collaborate between departments on keyword opportunities that may have a high CTR in paid, but do not yield high conversion rates as well as targeted seo keywords that have a high conversion rate and low CPC that paid search can capitalize on.
- Step 1: Choose a general topic/theme that interests you. Ex: If you are obsessed with “The Big Lebowski” then offer “10 Digital Marketing Lessons from The Dude” Step 2: Research trending topics that can be newsjacked (small businesses, social media, digital marketing, movies, music, etc. This can also be the first step if you can’t think of a general topic theme first) Step 3: If a trending topic seems bland, spice it up/tie it back to something evergreen, relevant and interesting.
- If you’ve been even remotely involved in the internet aspect of marketing for more than five minutes, you’ve doubtless hear by now that “content is king.” “Nothing else matters but good content.” “If you build it, they will come.” This is all nonsense. Typically, any form of extremist thought pattern in search marketing is. Developing high quality content is of course imperative to user experience, which is imperative to claiming a solid share of your brand’s online market. However, when building a solid content strategy, it’s also imperative to keep in mind the root of all things SEO: links. Links still matter. And they will continue to matter for the foreseeable future. Fortunately, there is a way to mesh the two strategies for extremely valuable results: guest blogging. Many have shied away from this practice due to the head of Google’s anti spam department, Matt Cutts, telling everyone they should “stick a fork in it” back in January. This freaked everyone out. Basically, spammers were taking advantage of it, paying bloggers for links, and writing bad content that was completely useless to everyone just so they could link back to their site, so Cutts tried to pull the plug on it. But here’s the thing: it’s still the safest, most effective, and most powerful means of building links and brand authority available. If it’s not part of your link earning strategy, then you are missing out on an important aspect of optimizing your site for user experience and search visibility.
- The thing about guest blogging is, it’s only beneficial if it’s done the right way with the right people. While quality guest blogs do produce quality backlinks, guest blogging should not be done for the link’s sake alone. In fact, if you want guest blogging to work for you, you should follow two rules of thumb. The number one priority when writing a guest blog is to write for high quality blogs and online news sources. If you lie down with the dogs, you’ll wake up with fleas. Your name and your backlink profile will suffer if you associate with lame sites and sites that charge for links. A good rule of thumb is that if you wouldn’t go to that site for information in the first place, don’t write for that site. One night stands are bad news in the world of guest blogging; if you want to guest blog successfully, you have to settle down and work at a strong relationship with a decent website. The number two priority should be to produce content that is AWESOME. If your content is awesome, then your brand will come across as awesome and competent in your industry, your relationship with the blogger will be awesome, and your backlink will be that much more awesome because people will share, comment, and drive the link equity up. So write awesome stuff.
- Another super important content strategy to jump on is User generated-content. User generated content isn’t as well known as guest blogging yet, but it’s everywhere online. Social Media sites Testimonials Discussion boards Product reviews FAQ section Comment sections on blog posts Wikis Content generating contests Basically, if it hasn’t clicked yet, user-generated content is all about letting others do the work for you! People love to talk. Harnessing that for your brand is a no-brainer. The benefits of user-generated content are listed on this slide. To make a long story short though, having user-generated content on your brand website has a direct effect on conversion rates …or lack of them. A study by Bazaar Voice indicates that 51% of American consumers trust user-generated content more than any other information when researching a brand, product or service.
- Many of you likely already have existing social media portfolios that are thriving. Good for you, the rest of the audience has permission to hate you. For those brands who are struggling to drive conversation, whether through a message board or a facebook page, there are a few hints on getting the ball rolling. 1. Invite folks to engage with your brand online. You want them to leave you a review on your Google Plus page? Say so – send an e-mail blast, have an offline sign made to post in your brick-and-mortar location. If your customers are truly delighted with the quality of your service or product, they’ll do it. Make it easy by giving specific directions or a specific link. Anything goes as long as the reviews are not fake, paid for, or bribed for. 2. Inspire the conversation. The impact that an active community can have, whether onsite or on social media, is incredible. Social signals are quickly becoming one of the most important factors in brand awareness and online authority, and regular posts in a forum contribute to keyword opportunity, site depth, industry authority, and boost other mysterious trust signals to Google that lead to better rankings and visibility in search results. The problem? Getting that conversation started. Few things turn a consumer off more than a facebook page full of tumbleweeds. So fake it ‘til you make it. Post questions, interesting or entertaining information, and recruit family, friends staff to do the same. No one likes to be the first guest to the party. 3. Incentivizing it. This isn’t going to work for reviews – the major review sites will penalize you or even kick you off their platform if they catch wind of you bribing for reviews or hiring people to write fake ones. However, you can incentivize participation of social media or forums by taking a page out of Yelp’s book: offering a hierarchcical status for levels and quality of participation, or even using product give-away as part of a photo caption contest, are great ways to get people talking. Bottom line is, the more people talking about and on your brand website, the better.
- One example of a well-executed integrated strategy is Snickers’ “You’re Not You When You’re Hungry” campaign. Snickers worked with Google Adwords to bid on misspellings of the most commonly searched terms. Each time someone misspelled a word, they were given a tailored message saying, “grab yourself a Snikkers” as “You cant spel proerlie wen hungrie.” Strategy: Snickers purchased google ads for misspelled terms and when searchers entered one into the search bar, he or she would see a Snickers’ ad pop up. According to Mashable, the company bought 25,000 terms for the campaign. To determine which words to purchase, Snickers’ applied an algorithm to a list of 500 commonly searched terms, creating the 25,000 term list. It has been estimated that the campaign successfully placed ads in front of roughly 500,000 people in three days. The company explained that the audience this ad spoke to represents Snickers’ target demographic. The misspelled words were not only cheaper bids for the company, but also highlighted a marketing opportunity that had been capitalized on yet: intentionally marketing to consumers who spelled search terms wrong as an extension of an existing campaign.
- Image courtesy of Moz. On February 7, 2014, Moz’s Whiteboard Friday was dedicated to “The Death of Keyword Ranking Reports.” As we all know, SEO is an ever-changing industry full of penguins, pandas and hummingbirds. Sometimes it is hard for even the best SEOs to stay up-to-date on what is relevant in the industry. One thing that is very difficult for clients to move on from is keyword rankings. As a result of all these algorithm changes in recent months, Google is trying to push the SEO industry away from keyword rankings and closer to more useful performance indicators. New image?
- You don’t know what keywords are actually driving your website traffic anymore. Back in the good ole days, before the hummingbird update, you could see the keywords that were driving traffic to your website. Now with secure search, keyword data has been eliminated from Google Analytics. So, that’s great that you are ranked number one for ‘Example Keyword,’ but is that one keyword even driving your site traffic?
- Most likely your ranking reports are only tracking keywords that have the highest search volume according to Google’s keyword tool. This is completely inaccurate because over 75 percent of searches are long-tail searches. So, no matter how thorough your keyword report is, you are still missing out on all the long-tail keywords that are driving traffic to your site.
- SERPs aren’t cut and dry like they use to be. When SEO started, there were the standard 10 organic listings on the first page, three Ads on the top and seven Ads on the sidebar. This structure is completely outdated and hardly ever shows up as a SERP. Now, SERPs can contain a multitude of options including maps, videos, carousels, images, news, products, etc. There are infinite options for search results, so saying you are ranked #4 on Google is completely outdated because the listings are constantly changing and differ depending on who you are, where you are and what device you are searching on.
- Alex, watch this video: http://moz.com/blog/death-of-keyword-ranking-reports-whiteboard-Friday