New SEO Strategy for 2014

New SEO Strategies for 2014

• What has changed in Google? Why?

• What works in 2014?

• What doesn’t work?

• Tools to aid SEO efforts in 2014

Search Engine Manipulation|

in the Past (Keyword Stuffing)

Keyword Stuffing - Spamming

SEO in Early Days of Google

• On Page SEO

(Keyword Stuffing)

• Off Page SEO

(Links from other Websites to our

website. PageRank played major role)

• (Link Exchange, Directory Submission)

Ranking Algorithm of Modern

Search Engines

SE Ranking Factors Simplified

• On Page SEO

(Text Content of Webpages)

• Off Page SEO

(Links from other Websites to our website.

PageRank, TrustRank plays role)

• Social Signals

(Social Shares, Likes, Comments etc from

Social Media Sites )

Impact of Recent

Google Updates

Panda, Penguin, Hummingbird ….

Google Algorithm Updates

Google Panda

• Google Panda is a change to Google's

search results ranking algorithm that

was first released in February 2011.

• The change aimed to lower the rank of

low-quality sites, thin sites and

content farms, and return higher-

quality sites near the top of the search

results.

What Google Panda Targets?

• Design and User Experience

• Content Quality

• Website Usage Metrics (Bounce

Rate, Time spent on Site etc)

• Panda Update affected Rankings of

Entire Site

Surviving Google Panda

• Fast loading Website

• Improve Website Design - Usability

• Reduce Bounce Rate by Removing

Duplicate pages

• Identify thin content and fix it by

adding text content, pictures and

videos

Surviving Google Panda

• Get rid of Unintentional Duplicate

Content (Categories, Tags, Archives,

WWW and non-WWW)

• Install Integrated Blog on Your

Domain

What Kind of Content Does

Google Panda Like?

• Relevant (On the topic)

• Unique (Original)

• Useful (Offering Value to the reader)

• Engaging (Bounce Rate & Time Spent )

• Fresh (Regularly updated)

• Accurate - No deceiving text content

• No Automated Content, Hidden Text

Tools to Combat

Google Panda

• Google Search Operators (site, intitle, inurl)

• Screaming Frog SEO Spider Tool (Finds duplicate content on all indexed pages)

• Plagspotter.com Copyscape.com (Internal & External Duplicate Content )

• DupeFree Pro (Aids in writing unique content)

• Google Page Speed Test Tool

Google Penguin

• Google Penguin is a change to

Google's search results ranking

algorithm that was first released in April

2012.

• The change aimed to lower the rank of

web sites that went for Web Spam and

Unnatural link schemes (artificial link

building).

What is Web Spam?

• Over Optimized Exact Match Anchor Text

• Overuse of Exact Match Domains

• Low Quality Article Marketing / Blog Networks, Comment Spam

• Keyword Stuffing in Backlinks

• Links from Irrelevant Websites

• Links from low quality Websites

What Kind of Links Does

Google Penguin Like?

• From Relevant Sites (On the topic)

• Natural (Varied Anchor Text)

• High PageRank Websites (Links

from authority websites)

• No anchor text spamming

• No links from blog networks

Surviving Google Penguin /

Negative SEO

• Analyze your Backlink Profile

• Identify Bad Links

• Get Bad / Low Quality Links Removed

• Vary anchor text (long tail, url, click here)

• Wait and Disavow bad links using Google Disavow Webmaster Tool

• Submit Reconsideration Request to Google

• Build only High Quality Links, Maintain Link Velocity and Review Periodically

Tools to Combat

Google Penguin

• Backlink Research Tools

• Google and Bing Webmaster Tools

• MajesticSEO, Ahrefs.com

• Moz.com/tools

• LinkDetox (Identifies bad links)

• Panguin - http://www.barracuda-digital.co.uk/panguin-tool/

• These tools also help in Competitve Backlink Analysis

Google Hummingbird

• Google Hummingbird is a change to

Google's search results ranking

algorithm that was first released in

September 2013.

• The change is designed to better focus

on the meaning behind the words and

yield better search results. Targets

mobile search.

Surviving Google

Hummingbird

• Responsive Website Design (Mobile

Friendly)

• Incorporating LSI Content

• Incorporating Content in form of

Questions and Answers (

Conversational Search)

Other Techniques

• Use interactive content (Quizes)

• Incorporate Structured Data, Rich

Snippets (schema.org)

• User Generated Content like Reviews

• Build Citations (NAP) – e.g. Yelp

• Build Keyword Rich Custom Pages

Conclusion

• Basic SEO still works

• SEO is expanding and overlapping with

Content Marketing and Social Media

Marketing

• Google is trying to shut down Linkbuilding but

they reward Link Earning (Natural Links)

• Google is looking at user interactions on your

website – need to improve user experience

• Social Signals will play important role in SEO