my slides from the Google Kitchen Sink panel at SMX Toronto 2012

1. @RyanJones
Manager of Search
SapientNitro
www.RyanMJones.com
@RyanJones

2. The Google Penalty Algorithm
Recent Google “Penalties:”
• Farmer
• Panda
• Ads Above Fold
• Link Networks
• Parked Domains
• Un-Natural Links
• Over Optimization
• Webspam Google makes over 350 changes to
their algorithm EACH YEAR!
RT @RyanJones It’s time we stop thinking about algorithm
updates as “penalties” and ask how we can benefit from them.
@RyanJones

3. Good SEOs get hit by Algorithm Changes.
Note: this is one of my personal spammy sites
Great SEOs benefit from them.
Algorithm Change
RT @RyanJones Good SEOs get hit by Google algorithm
changes. Great SEOs benefit from them.
@RyanJones

4. Algorithm Chasing is NOT Sustainable.
RT @RyanJones Sustainable SEO is about chasing visitors,
not algorithms
@RyanJones

5. “A good hockey player plays where the
puck is. A great hockey player plays where
the puck is going to be.”
- The Great One
@RyanJones

6. “A good SEO optimizes where Google is. A
great SEO optimizes where Google is going
to be.”
- @RyanJones
@RyanJones

7. Stop Chasing The Algorithm
Algorithm Chasing is NOT Sustainable.
Start Chasing Results Instead
RT @RyanJones: “Make your decisions based on visitors &
KPIs, NOT algorithm changes.”
@RyanJones

8. You’re Doing It Wrong
RT @RyanJones: Instead of asking ‘how can I rank for this
keyword’ ask ‘what does a searcher expect?’ then build it
@RyanJones

9. Start Thinking Like Google
• As SEOs, we are the 1%
• Most Google searchers have never heard of link wheels,
Panda, paid links, cloaking, or over optimization penalties
@RyanJones

10. This is how the 99% Search
RT @RyanJones Your cat’s staring at your twitchy eye. Your
winking is creeping him out. Oh, and buy better dog food.
@RyanJones

11. “The Future of Search Is Verbs”
- Bill Gates
Searchers want to accomplish a task. Google rewards sites that
help searchers do something.
RT @RyanJones It doesn’t matter how many links you have if
your site is crap. @RyanJones

12. “Dude, you’re full of shit. You sound
like a Google PR person. I have great
content and my site doesn’t rank.
- Some drunk guy at the hotel bar tonight
@RyanJones

13. Differentiate & Add Value
HOW? Be that Vital result
• Freshness
• Better User Experience If people don’t find your site
• Better Content when they search, they
• Most Popular should think that search is
broken.
• Schema.org
• Rel=author
• Unique Content
RT @RyanJones In order to be irreplaceable one must always
be different. – Coco Chanel
@RyanJones

14. Thank You.
@RyanJones
Manager Search Strategy & Analytics
SapientNitro
www.RyanMJones.com
P.S. I’m Hiring in TOR, CHI, DET
Send Me a Resume: rjones@sapient.com
@RyanJones