2. Why am I here…?
• The business formerly known as Channel
Computing – since 2006
• Me - over 10 years of SEO experience
• Based in Penryn
• Web Development and marketing, in
particular SEO
• 12 strong
3. The original history….
• Larry Page / Sergey Brin. Met in 1995 at
Stanford on Computer Science PHD.
• 1996. Invented “Back Rub”, later renamed as
Google
4. Page rank
• Based on the academic paper citation system
We assume page A has pages T1...Tn which point to it (i.e., are
citations). The parameter d is a damping factor which can be set
between 0 and 1. We usually set d to 0.85. There are more details
about d in the next section. Also C(A) is defined as the number of links
going out of page A. The PageRank of a page A is given as follows:
PR(A) = (1-d) + d (PR(T1)/C(T1) + ... + PR(Tn)/C(Tn))
Note that the PageRanks form a probability distribution over web
pages, so the sum of all web pages' PageRanks will be one.
9. SEO in the old days….
• Page relevance, especially for non Google
search engines
• Proliferation of “doorway” page generators etc
• Google driven by bulk linkbuilding to take
advantage of Page Rank algorithm
12. What does this mean for us ?
• Panda Update – Feb 2011 and on….
• Targeting “shallow and low quality” content
sites
13. The actions…
• On site content
“Just because somebody dots every I and crosses
every T and gets all their HTML structure right,
doesn’t mean that it’s good content. Even if you
do brain-dead stupid things and shoot yourself in
the foot, but have good content, we still want to
return it.”
Matt Cutts, Head of Search Quality, Google
14. The Actions
• Content marketing
• Development of quality, unique on site content.
It doesn’t have to be textual;
- video
- reviews etc
• Making your site a genuine market resource
21. What does this mean for us ?
• Penguin Update – May 2012
• Targeting over aggressive linking
22. The Actions
• The death of “conventional” bulk linkbuilding;
- directories
- link networks
- article sites
• Crackdown on openly paid links
• Encouragement of relevance and “quality” in
linkbuilding
23. The Actions
• As per Panda – make your site a genuine resource
• Don’t think like an SEO, think like a publisher
• If you have good content, people will link to it
• They might also want it on their site…
25. How do I know…?
• Traffic !
• “Unnatural Links” warnings in Google
Webmaster Tools.
26. What do I do ?
• Check your backlinks using tools – Majestic
SEO, Linkdex
• Google Link Disavow tool
• Reinclusion request
27. What next ?
• Continuing the direction of travel, but
particularly….;
• Further social signal integration (G+)
• Further mobile and localisation focus
28. Things you can do
• The usual suspects…. Syndicating your content to
a wider audience
• Niche networks and social bookmarking services
• Google+;
- authorship (authority, Click Through Rates)
- +1’s
30. Structured Data
• Enables search engines to make sense of data in
your HTML
• Standard Google (and other search engines) data
structure – www.schema.org
• People, products, events, reviews, movies, books
etc
• Increases Click Through Rates from search
engines
31.
32.
33. Implementing structured data
• Read the Schema.org documentation
• www.schema-creator.org
• Google structured data testing tool;
http://www.google.com/webmasters/tools/richs
nippets
• Check your Google Webmaster Tools account
34. In summary
• Things have changed
• Be more cautious than you were…
• Focus on content creation and quality
• Social. User reviews.
• Pay attention to Googles products – localisation and G+ in particular
• Make use of structured data
• Think of the end user, not the search engine !