7 changes to Google’s search results And how they affect you @JustinDeaville / / 9
May 13, 2015
7 changes to Google’s search results
And how they affect you
@JustinDeaville
/ / 9
However... We have a problem!
Cost of acquiring traffic is increasing
Source: WordWatch
SEO competition is getting tougher
The internet is becoming less open
More marketing media
buy tea online
Pay per click
(PPC) ads
More
PPC ads
appear
here
PPC
ads
buy tea online
6% click here ...
or here.
Or
here
buy tea online
Organic
results:
buy tea online
Organic
results:
30-40% click on 1st result
Organic
results:
40% 1st
2nd
3rd
4th
40%
12%
9%
1st
2nd
3rd
6% 4th
1st page
clicks?
90% *
* Percentages will vary
by keyword
1st position
10th position
1,400%
1st position
10th position
Google Instant 1
Google Instant
Google Instant
Google Instant: so what?
What does this mean for digital marketers?
Google Instant: so what?
• Focus on top spot
Google Autocomplete 2
Google Autocomplete
Google Autocomplete
Google Autocomplete: so what?
• Target Google’s suggestions
• Use Ubersuggest.org
Google Autocomplete: so what?
• Are you ranking for your brand terms?
Personalised search 3
Google Instant
Personalized Incognito result
Personalised search
What does this mean
for digital marketers?
Rich snippets
More on rich snippets
bit.ly/snippets-guide
Personalised search: social signals 4
Social signals are like votes
Personalised search: so what?
• Get active on social media
Google services
Google’s Panda updates 5
Panda “is designed to reduce rankings for low quality sites”.
Matt Cutts, Google’s head of web spam
Panda’s objective
Google Panda Too many ads goes here
Ads here
Ads here Ads
here
What causes a Panda penalty?
• Low amount of original content
• High bounce rates
• Low visit times
• Low return rates
How to avoid a Panda slap
• Create unique accessible content
Penguin 6
Don’t stuff keywords into your copy
Don’t build spammy links
• Directory links
• Automated links
• Paid links
• Link networks
• Footer links
A horrible graph
How to recover from Penguin
• Link review
How to recover from Penguin
• Link review
• Link removal
How to recover from Penguin
• Link review
• Link removal
• Disavow
A less horrible graph
More on Penguin recovery
bit.ly/get-ranking
Venice 7
Location matters
Venice: local content is crucial
Change your location
Venice: International SEO
Site structure
Location
Language
Google NCR*
US: google.com/ncr
Australia: google.com.au/ncr
*NCR stands for ‘No Country Redirect’
India: google.co.in/ncr
South Africa: google.co.za/ncr
UK: google.co.uk/ncr
Not provided 8
John Wanamaker
“Half the money I spend on
advertising is wasted ...
John Wanamaker
“Half the money I spend on
advertising is wasted ...
The trouble is, I don't know
which half.”
Increase in (not provided) traffic
Not provided - not fussed
• Integrated approach
• Monitor landing pages, not keywords
• Call tracking
Hummingbird 9
Hummingbird: conversational results
Conversational results
• Before: calorielab.com
• After: www.pizzahut.com/nutritionpizza.html
Northern Trust
Market Research
Plan Site Structure & Navigation
Create & Optimise Content
Build Links & Promote the
Brand
Monitor Measure Analyse
Is content indexed and accessible?
Northern Trust
Is content relevant?
From click to conversion
↓ Search results
↓ Landing page
↓ Conversion
Northern Trust
Northern Trust
Northern Trust
3 C’s of an integrated approach
Coherent
Consistent
Creative
Any questions