4. Types Of SEO Factors:
• On The Page SEO
• content
• <HTML>
• site architecture
• Off The Page SEO
•
•
•
•
links
trust
social signals
personalization
• Violations & Penalties
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48. Famous Google Updates
Summer 2003
2000-2003
Fritz
Google Dance
Jan. 2007
Supplemental
Oct. 2007
Paid Links
Jan. 2012
Top Heavy
April 2012
Penguin
Nov. 2003
Florida
October 2005
Big Daddy Jagger
March 2008
Freshness
Aug. 2012
Pirate
Bourbon
March 2009
Vince/Brand
Dewey
Nov. 2011
May 2005
Feb. 2011
Panda
Jan. 2011
Scraper
Sep. 2012 June 2013
EMD
Payday
Jan. 2004
Austin
April 2004
Sandbox
May 2010
May Day
June 2010
Caffeine
Sept. 2013
Hummingbird
51. Panda: Update Timeline
•
•
•
•
•
•
•
•
•
•
•
•
•
Panda Update 1, Feb. 24, 2011
Panda Update 2, April 11, 2011
Panda Update 3, May 10, 2011
Panda Update 4, June 16, 2011
Panda Update 5, July 23, 2011
Panda Update 6, Aug. 12, 2011
Panda Update 7, Sept. 28, 2011
Panda Update 8, Oct. 19, 2011
Panda Update 9, Nov. 18, 2011:
Panda Update 10, Jan. 18, 2012
Panda Update 11, Feb. 27, 2012
Panda Update 12, March 23, 2012
Panda Update 13, April 19, 2012
•
•
•
•
•
•
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•
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Panda Update 14, April 27, 2012
Panda Update 15, June 9, 2012:
Panda Update 16, June 25, 2012
Panda Update 17, July 24, 2012
Panda Update 18, Aug. 20, 2012:
Panda Update 19, Sept. 18, 2012:
Panda Update 20 , Sept. 27, 2012
Panda Update 21, Nov. 5, 2012
Panda Update 22, Nov. 21, 2012
Panda Update 23, Dec. 21, 2012
Panda Update 24, Jan. 22, 2013
Panda Update 25, March 15, 2013
Panda Update 26, July 18, 2013
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52. Avoiding Panda
What Should Site Owners Do To Avoid It?
Matt Cutts says:
“we’re looking for high quality
content… the sort of content
that people really enjoy, that is
compelling, the sort of thing
that people love to read, that
you might see a magazine
or book…” -September 2013
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53. Content Quality Tips
Google’s Amit Singhal says:
Search is a complicated and evolving art and science, so rather than focusing on
specific algorithmic tweaks, we encourage you to focus on delivering the best
possible experience for users.
23 questions to ask about your site’s content quality:
1. Would you trust the information presented in this article?
2. Is this article written by an expert or enthusiast who knows the topic well, or is it
more shallow in nature?
3. Does the site have duplicate, overlapping, or redundant articles on the same or
similar topics with slightly different keyword variations?
4. Would you be comfortable giving your credit card information to this site?
5. Does this article have spelling, stylistic, or factual errors?
Read them all at Google Webmaster Blog >>
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55. Penguin: Update Timeline
• Penguin 1 - April 24, 2012
• impacting around 3.1% of queries
• Penguin 2 - May 26, 2012
• impacting less than 0.1%
• Penguin 3 - October 5, 2012
• impacting around 0.3% of queries
• Penguin 4 (AKA Penguin 2.0) - May 22, 2013
• impacting 2.3% of queries
• Penguin 5 (AKA Penguin 2.1) - Oct. 4, 2013
• (impacting around 1% of queries)
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56. Avoiding Penguin
What Should Site Owners Do To Avoid It?
Matt Cutts says:
“make a great site that users
love, that they want to tell
their friends about, bookmark,
come back to…“
- May 2013
• Disavow Links as an option
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57. Link Quality Tips
Five Steps To Clean Up Your Links Like A Techie
by Jenny Halasz:
1. Look for Unnatural Links Warning in GWT
2. Download & Review Sample Links from GWT
3. Check Links Manually
4. Review Domains Linking To Your Site
5. Take Stock of Links & Clean Up Problems
read more >>
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59. Hummingbird: Entity Search
• Emphasis on
“Entity Search”
• People, Places
& Things
• Knowledge
Graph ->>
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60. Entity Search & Structured Data
data-vocabulary.org/Rating
SCHEMA.ORG/REVIEW
OPEN GRAPH PROTOCOL, RDFa &
SCHEMA
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61. SEO Best Practices
• Structured Data & Semantic Search
• use Schema.org markup where relevant
• Create & Verify Trusted Profiles
• Earn Trusted
Links & Citations
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62. SEO Best Practices
• Develop Brand & Site Authority
rel=“author”
• Used for bloggers & subject
matter experts - PEOPLE
rel=“publisher”
resource: Authorship Setup Flowchart
• Used for media publications
& organizations – NOT
PEOPLE
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63. SEO Best Practices
Step 1:
• Verify Your Site in Google Webmaster Tools
Step 2:
• Read The SEO
Guide To Getting
Started With
Google Webmaster Tools
Step 3:
• Use The Data in GWT To Enhance Your SEO Efforts
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64.
65. What About Bing?
18.1% search share
+ Yahoo! Search, additional 11.1%
source: comScore Oct. 2013
• Social Signals
• via Facebook
• Snapshots
& Satori
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68. Types of Mobile SEO
• Smart Phones
• Feature Phones
• Tablet Devices
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69. Mobile Sites vs. Responsive
•
Inbound
links
•
Less Bot
confusion
•
Less cost & maintenance
“one URL per content item”
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70. Mobile Sites vs. Responsive
• Responsive
Design
• One URL but
different HTML
•
3 methods, 1 preferred:
The Definitive Guide To Mobile SEO
Separate URLs, Domains Completely
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72. Responsive Design
Why?
• Easier To Interact:
• Share & Link
• helps Google's Algorithms
• No Redirection Needed
• Saves Server & GoogleBot Resources
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73. One URL, Different HTML
Why?
•
•
•
•
Conversions May Be Better
Legacy Designs Hard To Go Responsive
Special Landing Pages
Keep Link Equity
•
(i.e. Same URLs/Content)
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74. One URL, Different HTML
How?
• User Agent Detection
• Serve Different HTML/CSS
• Vary HTTP Header (Hint To GoogleBot)
GET /page-1 HTTP/1.1
Host: www.example.com
(...rest of HTTP request headers...)
HTTP/1.1 200 OK
Content-Type: text/html
Vary: User-Agent
Content-Length: 5710
(... rest of HTTP response headers...)
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75. Separate URL / Domains
Why?
• Conversions May Be Better
• Legacy Designs Hard To Go Responsive
• CMS Complications
• Special Landing Pages
• Easy To Test Campaigns
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76. Separate URL / Domains
How?
• m.domain.com or domain.mobi
• GoogleBot & GoogleBot-Mobile
Accessible
• On Desktop, use link rel="alternate" tag
<link rel=”alternate” media=”only screen and (max-width: 640px)”
href=“mobileurl”>
• On Mobile, use link rel="canonical" tag
<link rel="canonical" href="desktopurl" >
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78. Mobile SEO Best Practices
• Serve mobile & desktop users with either:
• same URL (responsive design or dynamic serving)
• different URLs (mobile-specific pages)
• Use the Vary: User Agent HTTP header for:
• pages that serve dynamic content based on device
• or that redirect to device-specific URLs
• Use the canonical attribute (to the desktop version)
When Using Separate URLs:
•
•
•
•
•
•
•
•
redirect both desktop and mobile users to the appropriate page
don’t redirect users if you don’t have an equivalent page
redirect tablet users to the desktop version
use a canonical value of the desktop URL
use the rel=“alternate media” on the desktop version to specify the mobile version
make sure the page loads quickly
reduce unneeded redirects
don’t keep the searcher from the content with an interstitial advertising your app