Penguin 3.0: What Marketers Need to Know - Slides
Post on 14-Apr-2017
1336 Views
Preview:
Transcript
#123webinar | @webmarketing123
#123webinar | @webmarketing123
We drive revenue. Not just clicks and traffic.
SEM
SEO
Attribution
Display
Video
Content Creation
ROI Tracking
Social
Website Design
Conversion Optimization
/ About Webmarketing123
#123webinar | @webmarketing123
1. How can I ask questions?
2. Can I have a copy of the slides?
Tweet @webmarketing123, tag your tweets with #123webinar, or type in the chat box.
Yes! We’ll email you a copy after the presentation.
FAQs
#123webinar | @webmarketing123
1 What is Penguin 3.0? Inside Google’s Latest Search Algorithm Update
2 Why Should Marketers Care? Link Building is a Critical SEO Component
3 What Should Marketers Do Now? How to Recover & Future Proof Search Rankings
4 Live Q&A Ask Your Toughest SEO Questions
On the Agenda
#123webinar | @webmarketing123
The penguin is back.
/ What is Panda 3.0?
3.0 hates spammy link building.
#123webinar | @webmarketing123
What makes 3.0 different? / What is Panda 3.0?
#123webinar | @webmarketing123
First Penguin in over a year. 1
/ What is Panda 3.0?
1.0 1.1 1.2 2.0 2.1 3.0
April ‘12 May ‘12 Oct ‘12 May ‘13 Oct ‘13
Penguin 3.0 started on October 17th, 2014.
#123webinar | @webmarketing123
Google announced the update. 2
/ What is Panda 3.0?
Source: Search Engine Land
Google warned SEOs about Penguin 3.0 weeks before the release at SMX.
#123webinar | @webmarketing123
3.0 may hint at something bigger. 3
/ What is Panda 3.0?
1.0 1.1 1.2 2.0 2.1 3.0
April ‘12 May ‘12 Oct ‘12 May ‘13 Oct ‘13 Oct ‘14
Many speculate 3.0 is a refresh, prepping for a much larger update soon. ?
Source: Inc Magazine
#123webinar | @webmarketing123
1 What is Penguin 3.0? Inside Google’s Latest Search Algorithm Update
2 Why Should Marketers Care? Link Building is a Critical SEO Component
3 What Should Marketers Do Now? How to Recover & Future Proof Search Rankings
4 Live Q&A Ask Your Toughest SEO Questions
On the Agenda
#123webinar | @webmarketing123
SEO leads bring home the bacon. 93% of all consumers search before making a purchase.
Source: Search Engine Land
/ Why Should Marketers Care?
#123webinar | @webmarketing123
Source: McKinsey, http://cmsoforum.mckinsey.com/topic/roi
SEO leads bring home the bacon. SEO leads cost 60% less & close 2x faster than any other digital channel.
Source: eConsultancy
/ Why Should Marketers Care?
#123webinar | @webmarketing123
Link building is a critical SEO factor.
/ Why Should Marketers Care?
Source: Jason DeMers, Forbes Magazine
Your Website
Inbound links to your website remain the most
significant element of Google’s ranking
algorithm.
#123webinar | @webmarketing123
Penguin changed link building.
Link building used to mean chasing after more links & exact match anchor text.
Modern link building must be done the old fashioned way: Promoting quality content.
Link Building Now Link Building Before
/ Why Should Marketers Care?
#123webinar | @webmarketing123
1 What is Penguin 3.0? Inside Google’s Latest Search Algorithm Update
2 Why Should Marketers Care? Link Building is a Critical SEO Component
3 What Should Marketers Do Now? How to Recover & Future Proof Search Rankings
4 Live Q&A Ask Your Toughest SEO Questions
On the Agenda
#123webinar | @webmarketing123
First, identify the penalty.
Or, manual? Is it an algorithm? þ Message from Google in
Webmaster Tools account. þ Does drop in organic traffic
coincide with algorithm updates?
þ Moz’s Google Algorithm
Change History is a great resource.
Source: Search Engine Watch; Google Unnatural Links Manual Penalty: A Recovery Guide
/ What Should Marketers Do Now?
#123webinar | @webmarketing123
If it is Penguin, launch your recovery plan:
/ What Should Marketers Do Now?
2
3
Get a list of your inbound links from Google Webmaster Tools.
Ask the link source to remove the link.
Use the Google disavow tool on all bad links.
Conduct a link profile audit to identify bad links.
1
4
Resubmit your site for Google reconsideration. 5
#123webinar | @webmarketing123
Follow the new link building blue print.
/ What Should Marketers Do Now?
#123webinar | @webmarketing123
Keep guest blogging. 1
/ What Should Marketers Do Now?
Matt Cutts Google Head of Web Spam
“Stick a fork in it: guest blogging is done; it’s just gotten too spammy.”
*When used strictly for
search rankings
#123webinar | @webmarketing123
TIP: Don’t forget to vary anchor text & use “rel=canonical” tags when needed!
Keep guest blogging. 1
/ What Should Marketers Do Now?
Increased organic traffic.
More brand mentions & implied links.
When done right, high-quality guest blogging can deliver:
2
1
#123webinar | @webmarketing123
Create content people like. 2
/ What Should Marketers Do Now?
They’ll naturally link to it!
2
3
Infographics
Videos
1
How-to guides, eBooks, etc.
#123webinar | @webmarketing123
Create content people like. 2
/ What Should Marketers Do Now?
Great content is worth the time, budget, and effort.
þ 3,553 leads to date. þ 23 new sales opportunities.
þ Feature on high profile blogs like, MarketingLand.
#123webinar | @webmarketing123
Don’t under estimate social media. 3
/ What Should Marketers Do Now?
Social signals have the highest correlation with rising search rankings.
Source: Searchmetrics: SEO Ranking Factors and Rank Correlations 2014 – Google U.S.
#123webinar | @webmarketing123
Don’t under estimate social media.
/ What Should Marketers Do Now?
Strong social media activity influences overall domain performance:
Source: Searchmetrics: SEO Ranking Factors and Rank Correlations 2014 – Google U.S.
2
3
Signals strong brand awareness.
Indicates new, quality content is added to the site.
Produces frequent direct traffic.
1
3
4 Share-worthy content naturally builds links and earned media.
#123webinar | @webmarketing123
1 What is Penguin 3.0? Inside Google’s Latest Search Algorithm Update
2 Why Should Marketers Care? Link Building is a Critical SEO Component
3 What Should Marketers Do Now? How to Recover & Future Proof Search Rankings
4 Live Q&A Ask Your Toughest SEO Questions
On the Agenda
#123webinar | @webmarketing123 e: results@webmarketing123.com t: 800. 619. 1570
Let’s Talk!
Mike Turner, Webmarketing123 Director of Business Development
Thanks!
Get a second opinion on your SEO.
In a 30 minute consultation, learn:
ü Where you rank in relation to competitors
ü Measure revenue opportunity from Search ü What you can do to accelerate results from SEO now
top related