Just an internal presentation on the topic SEO (search engine optimization), edited slightly to be able publically.

1. Become a mega awesome SEO ninja
guru superstar with the Genero GB
Friday session
Not really. Mostly basics this time
Jan 30, 2013

2. Content of the sesh
1. How does Google work?
1. History (boring & easy)
2. Today (evil)
3. Tomorrow (totally sick and owns the world.
Probably)
2. How to get the most out of Google
1. Content is king
2. Links are God
3. Brands are Chuck Norris
3. Google filters & penalties
(All about cute penguins & pandas)
1.
2.
3.
4.
5.
Jan 30, 2013
Filter vs penalty
MUSH barffaus filter
TecHeat Maalämpö filter
Ikastetiket Penguin filter
Hummingbird

3. How does Google work?
1. Relevancy.  You need to write the
words that you want to rank for on
your website.
(unless you got a shitload of links of course)
2. Power.  You need to have other
people talking about your site. (Links)
3. Brand.  If you are a brand, you do
not need to have as good content or
links as other ones for ranking.
Jan 30, 2013

4. Search engine history
Jan 30, 2013

5. Search engine history
1990’s: Only content matters. Mention the word most
times, and you will be number 1 in Search Engines.
Mention the words with most searches most times, and
you will have most traffic. Example site
You could also buy spot 1 in search engines.
Result: This was too easy to trick. Search
engine results became spammy and noone used that search engine anymore.
Jan 30, 2013

6. Search engine history
2000’s: Google is launched 1998. Google changed
everything with their PAGERANK algorithm.
Google now counted links to sites and ranked them
by BOTH content and Links.
Result. This was hard to trick. Google’s search result
became the best one. Everybody started to use
Google. They won.
Result 2. SEO-dudes started to make sites. A lot. And
sell links.
Jan 30, 2013

7. What links?
Google counted every link as a ”vote” for that
website. The website that mentioned a word, and
had most votes reached number 1 in Google.
Website
Website
My website
Website
Jan 30, 2013
Website
Website

8. Google today
2010’s: Google finds out who are the ones trying to
trick the search results with links, and filters them out
But Google wants to show the best search result
...so the sites with ”best content” gets away with a lot.
...and Brands gets a lot of benefits.
...Google also wants to show a diverse search result
(means that one site of every type should show)
November 2013: Google does not know SEO
Jan 30, 2013

9. Google tomorrow?
1. Google will start to know for real which websites
they should show in top, and stop counting stuff.
2. More intelligent ways of knowing what you want
regardless of what you search.
3. Google becomes the internet. Only way to get
traffic is through AdWords.
4. Google pushes their own services over the edge
and people start using other search engines?
Jan 30, 2013

10. Get the most out of Google - Content is king?
Work with things that works NOW.
(Good content + Good links)
Content:
• Markup less important (h1, h2 mm) but still used.
• Relevancy more important than ever.
• Write more free. Google know synonymes and
variations...
...But of course not in finnish...
Jan 30, 2013

11. Get the most out of Google - Content is king?
Jan 30, 2013

12. Get the most out of Google – Links are God?
Links:
Best: In-content links from relevant blogs,
mediasites, newspapers and authorities & brands.
Good (still): Infographic links, press-release links.
Neither Bu or Bä: Forum links, Social media links,
natural weak blog links.
Bad: Too many sidebar links from blogs, footerlinks.
Give to competitor: Blog-comment-links, autolinks,
xrumer-blasts from fiverr, auto-forum-profile links.
Jan 30, 2013

13. Get the most out of Google – Brands are Chuck Norris
Become a ”Brand”:
Google favours brands. But how to tell Google that you
are a brand?
Become a brand: Have a company-name, have links from
sites listing companies. Have an address and phone-numbers
on your site. (Have a Facebook page with many fans), have
links from other brands and authorities, have links from
articles (newspaper, PR) about your brand. Have a named
person behind your content (G+ integration).
Jan 30, 2013

14. Google webmaster guidelines
Google’s how-to for SEO
Google says AVOID:
Autogenerated content
Participating in link-systems
Cloaking
Shady redirects
Hidden text or links
Entrance-pages
Duplicate content
Participate in partner-programs
Filling pages with irrelevant keywords
Faking rich-text-snippets
Jan 30, 2013

15. Google webmaster guidelines
Google’s how-to for SEO
Google says AVOID:
Autogenerated content  The site with the map & the usergenerated
content site is breaking this
Participating in link-systems  All link building
Cloaking  All our facebook-campaigns
Shady redirects  All our facebook-campaigns
Hidden text or links  html 5
Entrance-pages
Duplicate content  Drupal out of the box
Participate in partner-programs
Filling pages with irrelevant keywords
Faking rich-text-snippets
Jan 30, 2013

16. Links in Google webmaster guidelines
Google: Do not do this:
• Buying links (Transaction: Money, time, gift-card, good content).
• Overdoing Link exchange: ”Link to me and I link to you”.
• Overdoing Article-marketing and guest-blogging or
campaigns for getting bloggers to link.
• Advertorials
• Pressreleases with exact match anchor texts
• Overdoing Infographic-links
• Widget-links from plugins
• Forumlinks with exact match
• Footerlinks (Site by Genero)
Jan 30, 2013

17. Links in Google webmaster guidelines
Something works too well, and Google cannot
algorithmically filter it out
Smart guy google
Jan 30, 2013

18. Google does not know seo
Google has a SEO-guide. It ranked at spot #2. They
moved it. They fucked up the 301 redirect.
Mediaanalys
added the
same guide to
their own site.
Google found it,
aaah, here it is,
let’s put it back
where it was!
Jan 30, 2013
What do you
think happens?

19. Google filters & penalties
Filter:
• Algoritmically.
• Per URL or per doman
• Site or url get lower
rankings.
• Sometimes message in
webmaster tools
Jan 30, 2013
Penalty:
• Manual action by
Google employee.
• Always per domain.
• Very rare.
• Whole site disappears
from Google.
• BMW, Interflora, mm

20. Google filters
Jan 30, 2013
I am the bad content kungfu-Google-filter-panda
I am the bad links sherif
that kills your site

21. Our sites in Google filters
Panda:
• No site that we have.
Penguin:
• ### UK  Too many
spammy low quality links
• The site with the
autogenerated
reference map might
end up in Panda. Let’s
fix that one.
Jan 30, 2013
• ###.fi/***  Sitewide exact
match links
• ###.fi/***  Probably too
high ratio exact match links

22. Google Hummingbird update
Hummingbird – not really a filter
Googles first step toward intelligence.
Google changes the meaning of your search
term to something better if they think it is bad:
”Boende Stockholm under Ishockey VM”
 Hotell Stockholm
”jag skall studera i stockholm, var kan jag bo?”
 Lägenheter i Stockholm
Jan 30, 2013

23. Future Google
• Free wireless internet to whole world.
•
Balloons all over the globe
• Going in to solar- and windpower.
•
Buys land in Sahara
• Probably going to be ”the internet”.
•
Jan 30, 2013
Or overdo shit, loose users, and go bankrupt

24. Thank you
Twitter: jonathanbj
Insta: jonathanbjorkskog
FB: /jonathan.bjorkskog
www: jonathanbjorkskog.se (/com)
Spam: jonathan.bjorkskog@gmail.com
G+: yes
Jan 30, 2013