Top Floor's Justin Kerley and Eric Vallee discuss all the recent changes that Google has implemented and the implications they have for search marketing.

1. Welcome!
Pandas, Penguins and Hummingbirds:
Google’s Rapid Transformation of Search
November 2013

2. Agenda
• Introductions and Overview
• How search marketing can help your business
• Recent changes to Google’s Algorithm
• Google’s ever-evolving search engine results
page (SERP)
• How your strategy is affected
• Questions & Answers

3. Introductions

4. A Brief Introduction to Top Floor
Technologies

5. Top Floor Technologies
• Website Design &
Development
• Search Engine Marketing
• Web Analytics &
Conversion Improvement
• Marketing & Branding
Strategy
Maximizing Online Marketing Results
for Hundreds of Businesses Since 1999

6. Getting the Most
From Today’s Workshop
Write down 2-3 learning points
that you will begin putting into
action within the next two
weeks. Then – follow through.

7. When you search for
something
online, where do you
start?

8. When your prospects &
customers search for
vendors online,
where do you think
they start?

9. Overall Share of Searches
Ask
3%
AOL
2%
Microsoft
15%
Yahoo
14%
Google
66%
Source: ComScore

10. B2B Preferred Search Engines
Microsoft
7%
Others
2%
Yahoo
14%
Google
77%
Source: Enquiro Business to Business Survey

11. The Power of Search
• Over 100 billion global searches each month.
• Inbound leads cost 61% less than outbound
leads.
• SEO leads have a 14.6% close rate, while
outbound leads have a 1.7% close rate.
Source: searchenginejournal.com

12. Being found
on Google

13. SEO – Organic Results
 Over 80% of
activity on the first
results page (top
10 results)
 Keys to success:
 Keyword
analysis
 Content
development
 Linking strategy
 Monitoring &
updating

14. Justin Kerley
SEO Manager, Top Floor Technologies
Eric Vallee
Senior SEO Specialist, Top Floor
Technologies

15. Recent Changes to Google’s
Algorithm

16. What is Google’s Algorithm?

17. Panda Update
• Nicknamed after an engineer that helped create
the update
• Targeted sites that tried to manipulate Google’s
focus on content
– Thin Content (typically user-generated)
– Content Farms
– High Ad-to-Content Ratio sites

18. Penguin Update
• The “Over Optimization” update
• Predominantly penalized sites that participated in
bad linking practices
– Purchasing links
– Unnatural (over optimized) anchor text
– Link networks

19. Hummingbird
• Not an algorithm update like Panda or Penguin
• A new “engine” for Google’s algorithm that
incorporates elements from the previous iteration
• Focused on better understanding the intent of the
searcher

20. Major Myth About Hummingbird
Wearable Technology
Location Searches
Conversational Search

21. Myth Debunked!
• Create the best content possible
• Take into consideration what your target audience is
looking for and the types of questions they ask
• Keyword Theme

22. Example Keyword Theme
• Target keyword phrase “Luxury SUV”
– “heated leather seats”
– “built-in navigation”
– “five star safety rating”
– “backup camera”
– “seating for eight”

23. Changes to the SERP

24. Dr. Pete’s “Mega-SERP”
• 25 different elements that may appear in a SERP
• 5 paid (Adwords)
• 11 elements are designed to keep you on a Google
Products (Search, Maps, Plus)
– Knowledge Graph
– Carousel
– Images
Source: http://moz.com/blog/mega-serp-a-visual-guide-to-google

25. Banner Ads (Beta)

26. It’s time for a
coffee break.

27. What Does This Mean For Your
Strategy?

28. Content is King
• Content can be text, images, videos or any asset
used to communicate your message to users
• Fresh content
– Company News
– Industry News
– Blog Posts
– How Tos
• Web content is the foundation

29. What Makes Good Content
• What differentiates you from your competition?
• What type of information is your target audience
looking for?
• What are the pain points/questions that arise
during the sales process?
• Use your web content to answer these questions

30. Example: Wikipedia Page-Elvis
• Content covers a vast array of topics
• Content is broken down into relevant sub-sections
• Do I need a page for that?
http://en.wikipedia.org/wiki/Elvis_Presley

31. Think Integration, Not Silos
• We used to think of SEO, PPC, Social Media, PR
and other marketing as separate tactics
• Google Used to Get it’s Data from Search
• Now, with Knowledge Graph, Google is influenced
by many different channels
– SEO
– PPC
– Social Media
– PR
– Television, Radio

32. Real Life Example

33. Q&A

34. Thank You!
Please leave your comments on the
seminar feedback forms.