SlideShare a Scribd company logo

Pubcon 2012 Vegas: Implementing a Search Strategy for 2013 and Beyond - 10-01-12

•Download as PPT, PDF•
•
Eric Enge
Eric Enge

A detailed look at how Panda and Penguin work, why it means there are many more updates like them coming, and how to future proof your online marketing efforts

Related slideshows

Opportunism and Being Holistic: What it Takes to Win in Digital Marketing in ...
Opportunism and Being Holistic: What it Takes to Win in Digital Marketing in ...Opportunism and Being Holistic: What it Takes to Win in Digital Marketing in ...
Opportunism and Being Holistic: What it Takes to Win in Digital Marketing in ...
 
Content Marketing Success by Design
Content Marketing Success by DesignContent Marketing Success by Design
Content Marketing Success by Design
 
Google Hummingbird and Semantic Search - An Update
Google Hummingbird and Semantic Search - An UpdateGoogle Hummingbird and Semantic Search - An Update
Google Hummingbird and Semantic Search - An Update
 
1 of 35
Algo Proofing for 2012 and Beyond
First Off... Who Am I?  Co-author: The Art of SEO  President: Stone Temple Consulting 25+ person SEO and PPC firm  Trainer: Instant E-Training  Founder: Web Site Publishing Companies Publish web sites, grow them, then sell them 2 significant exits so far  Twitter: @stonetemple  Google Plus: +Eric Enge @stonetemple / + Eric Enge
The User is Central to the Google Algo “that is a part of what our algorithm does: work to find quality diverse results that help solve problems for users.” Google’s Matt Cutts @stonetemple / + Eric Enge
First Panda  Feb 23, 2011  Attacked poor content sites  Many updates since then (on version 3.9) @stonetemple / + Eric Enge
Matt Cutts on “Link Building” “It segments you into a mindset, and people get focused on the wrong things” @stonetemple / + Eric Enge
Then Penguin  April 24, 2012  Speculation is that this targeted:  Bad anchor text mix  Comment spam  Paid guest posts  Article marketing sites @stonetemple / + Eric Enge
Panda/Penguin/Page Layout Algorithm Structure Questionable SEO / Link Building Tactic Ranking Identified Adjustment Score No Can we Write an Penguin/Panda Algo to Algo Scheduler Flag it? Yes Master Create the Algo Google Run the Algo Index @stonetemple / + Eric Enge
Simplified View Massive Main Offline Ranking Adjustment Google Calculation Score Algorithm @stonetemple / + Eric Enge
Why is This Important?  Many potential spam detection algorithms are very compute intensive  Too much computing time to include in the main algo  Key component is the ability plug in a ranking adjustment score from an external database @stonetemple / + Eric Enge
Matt Cutts on Panda/Penguin “… you are right that these algorithms do represent new types of capabilities for us.” @stonetemple / + Eric Enge
Article Directory Example (My Theory) Extract List of Calculate Sites Quality Participating Adjustment Put in DB Build List of Sites For Main With Large % of Algo Link Juice from Art. Dirs. @stonetemple / + Eric Enge
Article Directory Example Extract List of Calculate Sites Quality Participating Adjustment Put in DB Build List of Sites For Main With Large % of Algo Link Juice from Art. Dirs. @stonetemple / + Eric Enge
So What’s Next? (Speculation Ahead!) @stonetemple / + Eric Enge
Thin Content Pages with Too Many Links @stonetemple / + Eric Enge
Bad PR Balance Quantity PageRank @stonetemple / + Eric Enge
Bad PR Balance Quantity No Trusted Links PageRank @stonetemple / + Eric Enge
Matt Cutts on Panda/Penguin - Infographics “I would not be surprised if at some point in the future we did not start to discount these infographic-type links to a degree.” @stonetemple / + Eric Enge
Low Relevance Infographic Links @stonetemple / + Eric Enge
Low Relevance Blog Posts Travel to New Zealand New Zealand is a wonderful place to visit. There are many different types of customs used. Cars can be rented if you want to create your own travel itinerary. @stonetemple / + Eric Enge
Still Low Relevance How to Make Cotton Candy Cotton Candy is a treat beloved by many children. You can make at home, and you do not need to do remodel your kitchen to do so. All you need to do is get yourself a $4,327.45 device … @stonetemple / + Eric Enge
Does Your Anchor Text Look Like This? 6% 12% 10% 11% 11% 13% 23% 14% @stonetemple / + Eric Enge
Or, Like This? Brand Generic Name(s) Words Domain Or URL @stonetemple / + Eric Enge
Highly Commercial Term Results Manual Review  Take the Top 500 Commercial Spaces  Review Results by Hand @stonetemple / + Eric Enge
Thin Geographic Pages Seattle Pizza Boston Pizza We offer the best We offer the best pizza in Seattle. pizza in Boston. Using only local Using only local Seattle ingredients, Boston ingredients, we help create jobs we help create jobs @stonetemple / + Eric Enge
Matt Cutts on Thin Geographic Pages “Where people get into trouble here is that they fill these pages with the exact same content on each page. ‘Our handcrafted pizza is lovingly made with the same methods we have been using for more than 50 years …’ ” @stonetemple / + Eric Enge
The new way of thinking …  What would you do if there was no Google?  Would users be upset if you are not on the first page of the SERPs? @stonetemple / + Eric Enge
… is the old way of thinking …
… with a new media twist
Build a Community @stonetemple / + Eric Enge
The Synergy We’re Looking For Shared on Social Networks Helps Drive New Followers, Fans, Friends Traffic, Links & New Subscribers @stonetemple / + Eric Enge
The Synergy We Are Looking For – Step 2 (Influencers) (Sharing) (Your Stuff) @stonetemple / + Eric Enge
High End Guest Posting @stonetemple / + Eric Enge
And More High End Guest Posting @stonetemple / + Eric Enge
Relevant Viral Content @stonetemple / + Eric Enge
Thank You! Eric Enge eenge@stonetemple.com @stonetemple + Eric Enge (508) 485-7751 www.stonetemple.com @stonetemple / + Eric Enge

More Related Content

Pubcon 2012 Vegas: Implementing a Search Strategy for 2013 and Beyond - 10-01-12

  • 1. Algo Proofing for 2012 and Beyond
  • 2. First Off... Who Am I?  Co-author: The Art of SEO  President: Stone Temple Consulting 25+ person SEO and PPC firm  Trainer: Instant E-Training  Founder: Web Site Publishing Companies Publish web sites, grow them, then sell them 2 significant exits so far  Twitter: @stonetemple  Google Plus: +Eric Enge @stonetemple / + Eric Enge
  • 3. The User is Central to the Google Algo “that is a part of what our algorithm does: work to find quality diverse results that help solve problems for users.” Google’s Matt Cutts @stonetemple / + Eric Enge
  • 4. First Panda  Feb 23, 2011  Attacked poor content sites  Many updates since then (on version 3.9) @stonetemple / + Eric Enge
  • 5. Matt Cutts on “Link Building” “It segments you into a mindset, and people get focused on the wrong things” @stonetemple / + Eric Enge
  • 6. Then Penguin  April 24, 2012  Speculation is that this targeted:  Bad anchor text mix  Comment spam  Paid guest posts  Article marketing sites @stonetemple / + Eric Enge
  • 7. Panda/Penguin/Page Layout Algorithm Structure Questionable SEO / Link Building Tactic Ranking Identified Adjustment Score No Can we Write an Penguin/Panda Algo to Algo Scheduler Flag it? Yes Master Create the Algo Google Run the Algo Index @stonetemple / + Eric Enge
  • 8. Simplified View Massive Main Offline Ranking Adjustment Google Calculation Score Algorithm @stonetemple / + Eric Enge
  • 9. Why is This Important?  Many potential spam detection algorithms are very compute intensive  Too much computing time to include in the main algo  Key component is the ability plug in a ranking adjustment score from an external database @stonetemple / + Eric Enge
  • 10. Matt Cutts on Panda/Penguin “… you are right that these algorithms do represent new types of capabilities for us.” @stonetemple / + Eric Enge
  • 11. Article Directory Example (My Theory) Extract List of Calculate Sites Quality Participating Adjustment Put in DB Build List of Sites For Main With Large % of Algo Link Juice from Art. Dirs. @stonetemple / + Eric Enge
  • 12. Article Directory Example Extract List of Calculate Sites Quality Participating Adjustment Put in DB Build List of Sites For Main With Large % of Algo Link Juice from Art. Dirs. @stonetemple / + Eric Enge
  • 13. So What’s Next? (Speculation Ahead!) @stonetemple / + Eric Enge
  • 14. Thin Content Pages with Too Many Links @stonetemple / + Eric Enge
  • 15. Bad PR Balance Quantity PageRank @stonetemple / + Eric Enge
  • 16. Bad PR Balance Quantity No Trusted Links PageRank @stonetemple / + Eric Enge
  • 17. Matt Cutts on Panda/Penguin - Infographics “I would not be surprised if at some point in the future we did not start to discount these infographic-type links to a degree.” @stonetemple / + Eric Enge
  • 18. Low Relevance Infographic Links @stonetemple / + Eric Enge
  • 19. Low Relevance Blog Posts Travel to New Zealand New Zealand is a wonderful place to visit. There are many different types of customs used. Cars can be rented if you want to create your own travel itinerary. @stonetemple / + Eric Enge
  • 20. Still Low Relevance How to Make Cotton Candy Cotton Candy is a treat beloved by many children. You can make at home, and you do not need to do remodel your kitchen to do so. All you need to do is get yourself a $4,327.45 device … @stonetemple / + Eric Enge
  • 21. Does Your Anchor Text Look Like This? 6% 12% 10% 11% 11% 13% 23% 14% @stonetemple / + Eric Enge
  • 22. Or, Like This? Brand Generic Name(s) Words Domain Or URL @stonetemple / + Eric Enge
  • 23. Highly Commercial Term Results Manual Review  Take the Top 500 Commercial Spaces  Review Results by Hand @stonetemple / + Eric Enge
  • 24. Thin Geographic Pages Seattle Pizza Boston Pizza We offer the best We offer the best pizza in Seattle. pizza in Boston. Using only local Using only local Seattle ingredients, Boston ingredients, we help create jobs we help create jobs @stonetemple / + Eric Enge
  • 25. Matt Cutts on Thin Geographic Pages “Where people get into trouble here is that they fill these pages with the exact same content on each page. ‘Our handcrafted pizza is lovingly made with the same methods we have been using for more than 50 years …’ ” @stonetemple / + Eric Enge
  • 26. The new way of thinking …  What would you do if there was no Google?  Would users be upset if you are not on the first page of the SERPs? @stonetemple / + Eric Enge
  • 27. … is the old way of thinking …
  • 28. … with a new media twist
  • 30. The Synergy We’re Looking For Shared on Social Networks Helps Drive New Followers, Fans, Friends Traffic, Links & New Subscribers @stonetemple / + Eric Enge
  • 31. The Synergy We Are Looking For – Step 2 (Influencers) (Sharing) (Your Stuff) @stonetemple / + Eric Enge
  • 32. High End Guest Posting @stonetemple / + Eric Enge
  • 33. And More High End Guest Posting @stonetemple / + Eric Enge
  • 35. Thank You! Eric Enge eenge@stonetemple.com @stonetemple + Eric Enge (508) 485-7751 www.stonetemple.com @stonetemple / + Eric Enge