1. The New Google
Is Taking Your Cake (and eating it too)
1
Copyright 2013 buuteeq inc. All rights reserved.

2. This is a full page screenshot slide!
Photos are a good way to tell the story…
The Carousel
2
Copyright 2013 buuteeq inc. All rights reserved.

3. Carousel
Local hotel results appear at the top
of Google SERPs (search engine
result pages) bordered in black.
3
Copyright 2013 buuteeq inc. All rights reserved.

4. The Carousel
• Takes focus away from OTAs
• Top of page, ABOVE ads
• More hotels listed above the fold
The Carousel is powered by Google’s “Knowledge
Graph”, which is where they keep information
about your property. Complete your property’s
Google+ Local presence to be added to the
knowledge graph and available for inclusion in the
Carousel.
4
Carousel gives individual b&bs a
better opportunity to gain new
direct bookings.
Copyright 2013 buuteeq inc. All rights reserved.

5. This is a full page screenshot slide!
Photos are a good way to tell the story…
5
Copyright 2013 buuteeq inc. All rights reserved.

6. Get Added
• Create a Google+ Local Page for your b&b
• Complete it with many photos, correct contact information,
and quality, accurate descriptions
• Associate your website with your Google+ Local Page using
publisher markup
6
Copyright 2013 buuteeq inc. All rights reserved.

7. Chilean’s look good in orange t-shirts!
Google Hummingbird
7
Copyright 2013 buuteeq inc. All rights reserved.

8. Hummingbird
•
•
•
•
Live since the end of August
Went unnoticed
Changed 90% of search queries minimally
Only websites within the gray-area of Panda
were punished
Hummingbird makes Google Search more intelligent by
interpreting very long, complicated, or overly verbose
queries as short, punchy keywords.
It applies semantics to the actual
search query, and processes that,
prior to actually serving the results.
Instead of matching results word-for-word with the
query, Hummingbird matches results that best match the
topical intent of the query.
8
Copyright 2013 buuteeq inc. All rights reserved.

9. Hummingbird converts this:
“Which bed and
breakfasts in
Seattle have the
best reviews?”
9
To this:
“Seattle b&b
reviews”
Copyright 2013 buuteeq inc. All rights reserved.

10. Why Does This Matter?
• Optimizing for specific “long-tail” key-phrases is less useful
• Google is now smarter, potentially sending more traffic to
topical websites with quality trust signals
10
Copyright 2013 buuteeq inc. All rights reserved.

11. Knowledge
Graph
“Conversational” queries now
trigger Knowledge Graph results
more often.
11
Copyright 2013 buuteeq inc. All rights reserved.

12. Carousel
Conversational queries can now
trigger the Carousel more often,
instead of explicit queries.
12
Copyright 2013 buuteeq inc. All rights reserved.

13. What to do when creating:
• Optimize content around topics and ideas
instead of long-tail keywords.
• Write with your specific, narrow audience in
mind
• Emphasize readability over keyword inclusion
• Make something you’d be proud to share with
friends, family, and coworkers
13
We should stop focusing only
on keyword optimization and start
thinking about topical optimization.
Copyright 2013 buuteeq inc. All rights reserved.

14. Chilean’s look good in orange t-shirts!
The Near Future
Google Hummingbird
14
Copyright 2013 buuteeq inc. All rights reserved.

15. Matt Cutts
• Head of web spam at Google,
responsible for algorithm
changes
15
Copyright 2013 buuteeq inc. All rights reserved.

16. Page Rank
• Google’s Page Rank is broken
• No plans to fix it
16
Copyright 2013 buuteeq inc. All rights reserved.

17. Mobile
• “Be Ready”
• Already penalizing Flash on
Mobile Search
• Working on getting deeper
pages to rank better on mobile
search for smartphones
17
Copyright 2013 buuteeq inc. All rights reserved.

18. Ads
• Remove top-center above-thefold ads.
18
Copyright 2013 buuteeq inc. All rights reserved.

19. Authorship
• Improving quality of authorship
results
• 15% worldwide reduction
• No mention of Publisher
Markup
19
Copyright 2013 buuteeq inc. All rights reserved.

20. Better JavaScript
• Smarter at parsing JavaScript
• Will support common JavaScript
frameworks
20
Copyright 2013 buuteeq inc. All rights reserved.

21. Negative SEO
• Impossible for one person to
“torpedo” a website.
• Use the disavow tool in
Webmaster Tools
21
Copyright 2013 buuteeq inc. All rights reserved.

22. Webmaster Tools
• Sign-up for it!
22
Copyright 2013 buuteeq inc. All rights reserved.

23. Thanks!
Brandon Dennis
Technical Marketing Manager
buuteeq, inc.
1 (800) 734-1769 / info@buuteeq.com
23
Copyright 2013 buuteeq inc. All rights reserved.