Busting Google's Black Box: Navigating Google Algorithms in a Post-Update World By Kristine Schachinger
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From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Solving SEO Issues In Google's Post-Update World. PRESENTATION: Busting Google's Black Box: Navigating Google Algorithms in a Post-Update World - Given by Kristine Schachinger, @schachin - SitesWithoutWalls.com, Owner. #SMX #31A
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Busting Google's Black Box: Navigating Google Algorithms in a Post-Update World By Kristine Schachinger
- 1. #SMX #31A @schachin Busting Google’s Black Box Navigating Google Algorithms in a Post-Update World Kristine@SitesWithoutWalls.com
- 2. #SMX #31A @schachin Long Ago & Kind of Far Away There Were the Days of M.C. (maybe not that long)
- 3. #SMX #31A @schachin In the Age of MC, there was this guy. He liked to do dinosaur impressions. No really.
- 4. #SMX #31A @schachin Matt Cutts.
- 5. #SMX #31A @schachin Some saw Matt like this …
- 6. #SMX #31A @schachin From Matt’s Blog https://www.mattcutts.com/images/matt-cutts-jack3.jpg
- 8. #SMX #31A @schachin And others like this …
- 11. #SMX #31A @schachin But either way…
- 12. #SMX #31A @schachin People listened to what Matt said …
- 13. #SMX #31A @schachin Because he knew a lot.
- 14. #SMX #31A @schachin And shared a lot!
- 15. #SMX #31A @schachin Some called it information … Some called it disinformation …
- 16. #SMX #31A @schachin But … You still listened.
- 17. #SMX #31A @schachin Because some days …
- 20. #SMX #31A @schachin You woke up to this …
- 21. #SMX #31A @schachin And did this …
- 23. #SMX #31A @schachin (@#*(@#*()##!!!! (@#*(@#*()##!!!! (@#*(@#*()##!!!! %#@!!!! %#@!!!! And said this… Google*@#$&*#$&#*
- 24. #SMX #31A @schachin In the Age of MC, you would go to Google Blog, Matt’s blog or straight to Twitter to read the tweets…
- 25. #SMX #31A @schachin WAS THERE AN UPDATE???!!!
- 26. #SMX #31A @schachin WHAT DID MATT SAY????
- 28. #SMX #31A @schachin But that was then …
- 30. #SMX #31A @schachin Matt Cutts said “Bye Felicia”… ok he didn’t really say that… outloud
- 32. #SMX #31A @schachin So he probably did …
- 34. #SMX #31A @schachin So… what now?
- 37. #SMX #31A @schachin NEW GOOGLE SPOKESPEOPLE Gary Illyes (@methode) & John Mueller (@johnmu)
- 38. #SMX #31A @schachin “I only high-five with my neck in impossible positions.” real Gary Illyes quote image: http://golocalinteractive.com/wp-content/uploads/HighFive.jpg GARY JOHN
- 39. #SMX #31A @schachin But they don’t play the same role …
- 40. #SMX #31A @schachin AND … Google no longer announces updates on algos like Panda and Penguin because they have been “rolled up” into the main algorithm(s) SHHHHHH…. We are NINJA now!
- 41. #SMX #31A @schachin I’M REAL TIME! I am NOT RealTime, but I roll when I WANNA!
- 42. #SMX #31A @schachin And gone are the 200 ranking factors… actually been gone a long, long time
- 43. #SMX #31A @schachin So when this happens …
- 46. #SMX #31A @schachin Where do we start?
- 47. #SMX #31A @schachin Google in a (MOSTLY) Post-Update World
- 49. #SMX #31A @schachinWhy did you get burned or more importantly did you get burned at all?
- 50. #SMX #31A @schachin Was there an update? Check Google Webmaster Blog, Gary & John on Twitter or Glenn Gabe’s Blog GSQI Yes he is the other speaker on this panel ;)
- 51. #SMX #31A @schachin Presence of an UPDATE does not mean that is why your site is down …
- 52. #SMX #31A @schachin Know the site history… Is there a historical or current site issue that could be the cause of an algorithmic downturn?
- 53. #SMX #31A @schachin YOU are now a detective!
- 54. #SMX #31A @schachin Site history is like a medical history You are like a doctor, you don’t care how much they drank last night you just need them to be honest. Because things like bad links can kill… Your site that is… Know the Site History!
- 56. #SMX #31A @schachin Just because it walks like a duck & talks like a duck….. QUACK!
- 57. #SMX #31A @schachin This looks like a penalty
- 58. #SMX #31A @schachin Still looks like a penalty
- 59. #SMX #31A @schachin When we check year over year
- 60. #SMX #31A @schachin It is not a penalty. It’s a seasonal business. NEVER ASSUME! EVER. It may walk like a duck & talk like a duck… and not be a duck.
- 62. #SMX #31A @schachin Distance from "Perfect”* how close or far are we to the points of the algorithms. *Term coined by Portent
- 63. #SMX #31A @schachin Know Your Algorithms.
- 64. #SMX #31A @schachin What algos could be affecting the site? • Internal (on-page, technical, etc) • Algo(s): Panda, Phantom, Penguin • External (links, citations, etc) • Algo(s): Penguin • Third Party (advertising etc) • Algo(s): Panda, Phantom Process of deductive reasoning! NOTE there are the core algos, there are others. Algorithms
- 66. #SMX #31A @schachin Know Your Algorithms. Panda.
- 67. #SMX #31A @schachin KEEP in MIND Panda Rollouts were no longer announced after 4th Quarter 2015! Rolls out around every 3 months. (per Gary Illyes) First Rollout was in 2016 Likely Feb 27th/28th through the first week in March. Can be confused with Phantom, though results are similar. Algorithms - Panda
- 68. #SMX #31A @schachin Panda focuses on content quality MOSTLY also some site quality items. Algorithms - Panda
- 69. #SMX #31A @schachin What is Panda content quality? • No “thin” Content • Length DOES matter = Time, Effort, Amount • Exceptions do exist • Be careful of Duplicate Content • Make sure you have proper canonicals • No Duplicate Penalty, but there is a filter! • Make sure your titles/descriptions are unique Algorithms - Panda
- 70. #SMX #31A @schachin •Content Clarity •Content Specificity (RELEVANCE) •Content Length •Blogs 350-550 << These are arbitrary, BUT they are good guides •Articles 750-950+ << These are arbitrary, BUT they are good guides ESPECIALLY for sites that deal with news, information, or education (Entertainment especially gossip is an exception) Note: Query Deserves Freshness (QDF) does not matter for all sites. Algorithms - Panda
- 71. #SMX #31A @schachin What else?
- 72. #SMX #31A @schachin • ContentTechnical • Grammar / Spelling / Readability • Site Architecture • Confirmed by John Mueller February 2017. • Advertisements • Too many ads on a site can cause devaluations •Site LoadTime • EspeciallyTime to First Byte (TFB) • Needs to be under .80ms for best results Algorithms - Panda
- 74. #SMX #31A @schachin Know Your Algorithms. Phantom.
- 75. #SMX #31A @schachin Quality Update (Phantom) “Panda Plus "witha wider quality focus including UI/X Summary: Google update that affected sites with low quality indicators. Focus: Low Quality Pages TopTakeaways. • Not typically confirmed by Google • Can change focus – kind of a catch-all of quality algos • Have to look for other indicators • Overlaps Panda in some areas • Affects Organic SERPs Algorithms - Phantom
- 76. #SMX #31A @schachin Phantom Quality Update Issues (that are most likely Phantom) • Appears to focus on items such as • Aggressive Ad Placements • Content • Crawl Issues • Deception (ads, affiliate links, etc.) • Thin Content • Bad UI/X • Interstitials Algorithms - Phantom
- 77. #SMX #31A @schachin How do you know which is which?
- 79. #SMX #31A @schachin You don’t need to! It doesn’t matter.
- 80. #SMX #31A @schachin Know what is in the algo(s). Then attack your site “Distance from Perfect”
- 81. #SMX #31A @schachin Distance from "Perfect”! GOOD DFP = FUTURE PROOFING!
- 83. #SMX #31A @schachin Know Your Algorithms. Penguin.
- 84. #SMX #31A @schachin Algorithms - Penguin
- 85. #SMX #31A @schachin Penguin 2.0-3.x was angry! Algorithms - Penguin
- 86. #SMX #31A @schachin Algorithms - Penguin
- 87. #SMX #31A @schachin Penguin 4.0 (Real-time) Rollout: Approximately September 23, 2016 It also rolled out in several phases completing these rollouts the second week of October. If you never recovered, it would have happened by now. Summary: This update was the first in more than 2 years. However, the new version of Penguin is very different from the old in there is no whole site website demotion, just granular links devaluation. In addition the links are being evaluated in “real time” and so changes to link profiles will be assessed quickly. Algorithms - Penguin
- 88. #SMX #31A @schachin Focus: Mostly links, but also other Web Spam Factors. TopTakeaways. • Confirmed by Google • Updates are in “real time” (not the instant they occur, but they are assessed rapidly) Sites are no longer demoted in search, links are devalued. Links are devalued? This means their value (passed Page Rank) to the site is removed from the site’s scoring. In the past, the entire site was demoted in the SERPs. This is no longer the case. Algorithms - Penguin
- 89. #SMX #31A @schachin If you did not recovered from a Penguin update, make sure you submitted a proper disavow and also “acquired” replacement links. Without replacing the lost link values the site could be free of Penguin, but appear to be still demoted. Algorithms - Penguin
- 90. #SMX #31A @schachin Devaluations are much more granular • Query Set • Page Level • Section Level • NOT Site Level This makes them harder to detect as their will be a slower decline in smaller sections of the site, rather than a distinct fall-off cliff as in previous rollouts. Also “real-time” application. Algorithms - Penguin
- 91. #SMX #31A @schachin Cliff vs. Slope Algorithms - Penguin
- 92. #SMX #31A @schachin Off-Site Devaluations Devaluations can affect you if they hit other sites. If the sites that link to you have their links devalued, then that link juice cannot be passed. Algorithms - Penguin
- 93. #SMX #31A @schachin Disavows? According to Google, yes you should still use a disavow. I don’t know you! Algorithms - Penguin
- 94. #SMX #31A @schachin Link Free for All? Manual Actions will take over for Penguin Devaluations, but experiment on those thresholds. Algorithms - Penguin
- 95. #SMX #31A @schachin According to Google. No machine learning in Penguin, no AI. Algorithms - Penguin
- 96. #SMX #31A @schachin Mobile Algorithms.
- 97. #SMX #31A @schachin Mobile Friendly.
- 98. #SMX #31A @schachin Mobile Site is a Must! Best to use responsive NOT M.
- 99. #SMX #31A @schachin A MUST! Mobile. Do. It.
- 100. #SMX #31A @schachin Mobile Algorithms. Ads & Interstitials.
- 101. #SMX #31A @schachin As of January 2017 Sites with Disruptive Interstitials will be devalued!
- 102. #SMX #31A @schachin Maybe… so far roll out has been weak.
- 103. #SMX #31A @schachinhttp://www.thesempost.com/updated-google-quality-rater-guidelines-eat/ Ads & Interstitials
- 104. #SMX #31A @schachin Interstitials THAT ARE Affected • Showing a popup that covers the main content, either immediately after the user navigates to a page from the search results, or while they are looking through the page. • Displaying a standalone interstitial that the user has to dismiss before accessing the main content. • Using a layout where the above-the-fold portion of the page appears similar to a standalone interstitial, but the original content has been inclined underneath the fold. http://searchengineland.com/interstitialgeddon-google-warns-will-crack-intrusive-interstitials-next-january-257252 Ads & Interstitials
- 105. #SMX #31A @schachinhttp://searchengineland.com/interstitialgeddon-google-warns-will-crack-intrusive-interstitials-next-january-257252 Ads & Interstitials
- 106. #SMX #31A @schachin Interstitials NOT Affected Those types are: • Interstitials that appear to be in response to a legal obligation, such as for cookie usage or for age verification. • Login dialogs on sites where content is not publicly indexable. For example, this would include private content such as email or unindexable content that is behind a paywall. • Banners that use a reasonable amount of screen space and are easily dismissible. For example, the app install banners provided by Safari and Chrome are examples of banners that use a reasonable amount of screen space. Ads & Interstitials
- 107. #SMX #31A @schachinhttp://searchengineland.com/interstitialgeddon-google-warns-will-crack-intrusive-interstitials-next-january-257252 Ads & Interstitials
- 108. #SMX #31A @schachin Applies to First Click from SERPS ONLY!
- 109. #SMX #31A @schachin Distance from Perfect.
- 110. #SMX #31A @schachin Distance from "Perfect”* how close or far are we to the points of the algorithms. *Term coined by Portent
- 111. #SMX #31A @schachin RECOVERY, FUTURE PROOFING, SEO = All the Same it’s DFP
- 112. #SMX #31A @schachin According to Google Content + Links = Top Two Ranking Factors Third is RankBrain …
- 113. #SMX #31A @schachin Content Quality.
- 114. #SMX #31A @schachin • Expertise • Authority • Trust FOCUS ON EAT!
- 115. #SMX #31A @schachin
- 116. #SMX #31A @schachin https://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf Quality Site Pages - Content
- 117. #SMX #31A @schachin From the Google Quality Rater’s Guide https://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualit yevaluatorguidelines.pdf Quality Site Pages - Content
- 118. #SMX #31A @schachin What does Google thinks makes good content? The EAT of the page. • Is there expertise? • Expertise can = personal experience. • Is there evidence of time? • Is there effort? • Is there skill? Quality Site Pages - Content
- 119. #SMX #31A @schachin http://www.thesempost.com/updated-google-quality-rater-guidelines-eat/ Quality Site Pages
- 120. #SMX #31A @schachin YMYL – Your Money Or Your Life.
- 121. #SMX #31A @schachin http://www.thesempost.com/updated-google-quality-rater-guidelines-eat/ YMYL – Your Money Or Your Life
- 122. #SMX #31A @schachin Distance from Perfect.
- 123. #SMX #31A @schachin Technical. Not Just Make-Up.
- 124. #SMX #31A @schachin
- 125. #SMX #31A @schachin Content & Links are the top two ranking factors, but will add technical here as the 2.5th
- 126. #SMX #31A @schachin Technical Can Do This!Technical Can Do This!
- 127. #SMX #31A @schachin What are we looking at?
- 128. #SMX #31A @schachin • Http vs. Https • Robots • Sitemaps • Canonicals • Redirects & 404s • Architecture • Navigation • SchemaTagging Technical
- 129. #SMX #31A @schachin • Http vs. Https • Do the pages have mixed status? • If pages moved to https, did the URLs change everywhere? CDN?Tag Manager? Analytics? • Are the pages redirected? • Use the Aleyda Solis checklist for https migration • Robots • Sitemaps • Canonicals • Redirects & 404s • Architecture • Navigation • SchemaTagging TechnicalTechnical
- 130. #SMX #31A @schachin Technical SEO Audit – The Basics • Http vs. Https • Robots.txt • Can it be crawled? If not, googlebot goes away! • Is it written correctly? (test it) • Are you using it when they should be using no-index? • Robots.txt blocks the page crawl, but not the URL indexing • Are you blocking CSS &/or JS? • Must unblock!This can cause a site demotion. • Sitemaps • Canonicals • Redirects & 404s • Architecture • Navigation • SchemaTagging TechnicalTechnical
- 131. #SMX #31A @schachin • Http vs. Https • Robots.txt • Sitemaps • Do you have one? • Is it written correctly? (test it) • Check their sitemaps for • Limits • Types (video, image, page, news < different XML) • Index Sitemaps (use them!) • TIP Google does not use priority or date modifiers • Canonicals • Redirects & 404s • Architecture • Navigation • SchemaTagging Technical
- 132. #SMX #31A @schachin • Http vs. Https • Robots.txt • Sitemaps • Canonicals • Do you have them on the site? • Are they written correctly? • Do they follow the rules for writing canonicals? • Redirects & 404s • Architecture • Navigation • SchemaTagging Technical
- 133. #SMX #31A @schachin • Http vs. Https • Robots.txt • Sitemaps • Canonicals • Redirects & 404s • Are they using 302 or 301? • Google says they don’t care, but … • How many 404s? Are you bleeding links? Should they be 410? • When redirecting links from removed pages topical matches are a MUST or the links passed could lose value • Architecture • Navigation • SchemaTagging Technical
- 134. #SMX #31A @schachin • Http vs. Https • Robots.txt • Sitemaps • Canonicals • Redirects & 404s • Architecture • Is the structure vertical or horizontal? • TIP Google prefers wide and flat over deep and tall • Are you giving Google a proper content outline? • Think 10th grade English Class • Are you specific, certain and clear? • Navigation • SchemaTagging Technical
- 135. #SMX #31A @schachin • Http vs. Https • Robots.txt • Sitemaps • Canonicals • Redirects & 404s • Architecture • Navigation • Are you using proper navigation? • Are you constructing a contextual view of your site? • Are you throwing in the kitchen sink? • TIP Users can only process 5-8 piece of information at a time • Going to be even more important in mobile first indexing. • SchemaTagging Technical
- 136. #SMX #31A @schachin • Http vs. Https • Robots.txt • Sitemaps • Canonicals • Redirects & 404s • Architecture • Navigation • SchemaTagging • Just do it! Really. Microdata is Google preferred. • TIP Any data point can be used in the KG without copyright violation. • Check Google Search Console for mark-up validity. • Make sure to add to your mobile site for mobile first! Technical
- 137. #SMX #31A @schachin What else?
- 138. #SMX #31A @schachin
- 140. #SMX #31A @schachin Speed…. You know fast…. Like really fast…
- 141. #SMX #31A @schachin HOW DO WETEST FAST? WebpageTest.org and of course Google Pagespeed Insights Also there is information in Google Analytics. Page Speed
- 142. #SMX #31A @schachin
- 143. #SMX #31A @schachin
- 144. #SMX #31A @schachin And Google …
- 145. #SMX #31A @schachin You want an 85 min – 90+ is bestPage Speed – Score over 85
- 146. #SMX #31A @schachin Mobile First Indexing
- 147. #SMX #31A @schachin Mobile First Indexing
- 148. #SMX #31A @schachin Mobile First Indexing
- 149. #SMX #31A @schachin https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html Mobile First Indexing
- 150. #SMX #31A @schachin Mobile First Indexing • One Index • Mobile Crawler will be used for all sites • Mobile Content will be used for ranking • Mobile SERPs • Desktop SERPs • AMP NOT a factor in mobile first indexing https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html Mobile First Indexing
- 151. #SMX #31A @schachin Content you want to rank for MUST be in your mobile site https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html Mobile First Indexing
- 152. #SMX #31A @schachin If you do not have the content on your mobile site, the site cannot be found for it even in desktop. This means they will rely more heavily on sitemaps to find content. https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html Mobile First Indexing
- 153. #SMX #31A @schachin
- 154. #SMX #31A @schachin Mobile First Indexing SiteTypes • If you have a mobile m. site • Make sure to verify this site in Google Search console • If you have a responsive site • No changes needed • If you have AMP only • You will be evaluated on your desktop content, but mobile friendly boost https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html http://www.thesempost.com/details-googles-mobile-first-indexing-change/ Mobile First Indexing
- 155. #SMX #31A @schachin UI Hidden Content. Unlike Desktop, content hidden in accordions and tabs will not be devalued in mobile first indexing. https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html http://www.thesempost.com/details-googles-mobile-first-indexing-change/ Mobile First Indexing
- 156. #SMX #31A @schachin Schema. If you removed schema in mobile, it must be added back to your mobile site to get into the snippets https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html http://www.thesempost.com/details-googles-mobile-first-indexing-change/ Mobile First Indexing
- 157. #SMX #31A @schachin Mobile First Indexing
- 158. #SMX #31A @schachin Distance from "Perfect”* how close or far are we to the points of the algorithms. *Term coined by Portent
- 159. #SMX #31A @schachin Winning in the end = doing more than your competitor
- 160. #SMX #31A @schachin
- 161. #SMX #31A @schachin • Panguin http://barracuda.digital/panguin-tool/ • WebPageTest.org • Page Speed Insights (Google) https://developers.google.com/speed/pagespeed/insights/ • Screaming Frog http://www.screamingfrog.co.uk/seo-spider/user-guide/configuration/ • Deep Crawl https://www.deepcrawl.com/ • Google Webmaster Guidelines https://support.google.com/webmasters/answer/35769?hl=en • Google Search Console Help https://support.google.com/webmasters/?hl=en#topic=3309469 • Aleyda Solis http(s) Migration http://www.aleydasolis.com/en/search-engine-optimization/http-https-migration-checklist- Google-docs/ Resources
- 162. #SMX #31A @schachin Busting Google’s Black Box Navigating Google Algorithms in a Post-Update World Kristine@SitesWithoutWalls.com