Seo adwords and analytics ConvergeSouth2012

SEO, AdWords and Analytics

Phil Buckley @1918 Director of SEO at Virante linkedin.com/in/pbuckley

Everything you think you know is probably wrong



Since last year’s ConvergeSouth conference…



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.



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.


November 14, 2011

In a bid to appear transparent, Matt Cutts releases a
post with 10 recent algorithm updates.



December 1, 2011

Matt Cutts does it again.



January 10, 2012

Search + Your World.



January 19, 2012

Top Heavy.



February, 2012

Google releases another set of “Search Quality
Highlights. No actual details, but everyone is talking
about the “new transparency”.



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."



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.



June 9, 2012

Panda 3.7 is released and causes major SERP
fluctuation. This causes even more SERP change
than the Penguin update.



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.


August 10, 2012

Google announces that they will start penalizing
sites with repeat copyright violations, probably
via DMCA takedown requests.



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.


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.



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.



September 28, 2012

Google launched a major algorithm update coined
as being "minor" that targeted low quality exact
match domains - the EMD update.



October 5, 2012



October 9, 2012


What is “noticeably affected”



So what?
What do all those slides mean to me?



Shit just got real

Image from noaa.gov



photo by Philip Roeland



Mesothelioma



2012 Google Quality Rater Guidelines

http://pdfcast.org/pdf/google-guidelines



How to bridge the gap for the 6 months you’re
digging yourself out of the hole…



Google wants your money


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”)



AdWords as an Organic Test

Use AdWords as a highly prices test to see what
phrases convert and what drives unqualified traffic.



RIP Exact Match & Phrase Match

• keyword misspellings
• singular/plural forms
• stemmings (word endings such as "ing", "ed", etc.)
• accents
• abbreviations



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.



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.



Google Analytics

Not changing every day



A world without keywords
Remember my first slide about Google updates?

Encrypted search = Not provided



Not provided

45% WTF?



Drop off



This slide is not blank



The Future



Photo courtesy of sookie via Flickr: http://www.flickr.com/photos/sookie/31219031/

Thank you


Seo adwords and analytics ConvergeSouth2012

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