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1. In Pursuit of Google




                          2
1. In Pursuit of Google




Penguin & Panda?




Over the last couple of months, the so-called ‘Panda’ and ‘Penguin’ updates, have stirred
up the SEO community.

                                                                                                  3
1. In Pursuit of Google




Meet Panda




Navneet Panda optimized the machine learning algorithm at Google, making it possible to
put it into general use for the Google search engine.

                                                                                               4
1. In Pursuit of Google




How Panda works
                                                      usage
                                                      metrics



                                                     Machine
                                        +            Learning
   Quality Raters                                       (find
                                   +                 similarities)




                                                     Machine
                                        -            Learning
                                    -                   (find
                                                     similarities)



Unlike the normal Google algorithm which is updated each time Google crawls your page,
the Panda algorithm runs in iterative updates when the ‘data is refreshed’.

                                                                                              5
1. In Pursuit of Google




Panda victims


                                                 websites (*)…
                                                  offering thin or duplicate content
                                                  that are perceived as spammy

                                                  with too many ads above the fold

                                                  with non-authorative links
                                                  with high bounce rates



(*) Google Panda affects the ranking of an entire site or a specific section rather than just
the individual pages on a site

                                                                                                     6
1. In Pursuit of Google




Feeding the Panda



         “     With Panda, Google –for the first time- puts the
               user experience into the SEO equation!




     Focus on design and user experience
1|   don’t put too many ads above the fold, can visitors navigate easily?, …

                                                                                             7
1. In Pursuit of Google




Feeding the Panda




     Focus on content quality
2|   unique, usable content is not enough: users must want to share it and say ‘wow’

                                                                                            8
1. In Pursuit of Google




Feeding the Panda




     Optimize around user and usage metrics
3|   Time on site, bounce rate, browse rate, CTR’s from SERP’s, traffic quality

                                                                                             9
1. In Pursuit of Google




Enter the Penguin




      “     In the pursuit of higher rankings or traffic, a few sites use
            techniques that don’t benefit users, where the intent is to look
            for shortcuts or loopholes that would rank pages higher than
            they deserve to be ranked. We see all sorts of webspam
            techniques every day, from keyword stuffing to link
            schemes that attempt to propel sites higher in rankings.

            - Google




On April 24, Google rolled out the ‘Penguin’ update targeting websites not following
Google SEO quality guidelines.

                                                                                                 10
1. In Pursuit of Google




Penguin victims




                                    hosted by The Hosting Company



example of a site with unusual linking patterns that is affected by the Penguin update.


                                                                                              11
1. In Pursuit of Google




                    12
1. In Pursuit of Google




The Exact-Match Domain (EMD) update




On October 2nd, Google changed its algorithm to reduce the impact of exact-match
domains on search results.

                                                                                              13
2. Towards a Semantic Web




                            14
2. Towards a Semantic Web




The big problem




                         or                                    or


People are using search engines to find answers to the questions they face on their
customer journeys. Relevancy in answer to a query is everything.

                                                                                                15
2. Towards a Semantic Web




From links to things




Using schema.org, web publishers can ‘tag’ their content to reflect the object it’s
describing, be it a book, a movie, a recipe, an event, a place, ....

                                                                                                  16
2. Towards a Semantic Web




From links to things




Google uses semantic markup to create ‘rich snippets’ in the search engine result pages.


                                                                                                17
2. Towards a Semantic Web




From links to things




Google uses semantic markup to create ‘rich snippets’ in the search engine result pages.


                                                                                                18
2. Towards a Semantic Web




From links to things
                               Rich Snippets


         many companies have                      users know

             SE of
         seen a RI                             what to   expect
         20%-40%                   +           before
         in click-through                      entering the site



                   More qualified visitors who are
                   likely to stay on the site longer



                                                                                     19
July 31, 2012




Google launches ‘structured data dashboard’
                            Google Rich Snippets testing tool




To provide webmasters with greater visibility into the structured data that Google knows
about, Google launched the Structured Data Dashboard inside Google Webmaster Tools.

                                                                                           20
September 17, 2012




Towards a Unified Search Interface




Using semantic markup, Google is able to create either verticals for eg recipes and news,
or –as a requested patent indicates- a unified search interface offering filtering options.

                                                                                                21
May 16, 2012




The Google Knowledge Graph




                                 click next for video




The Google Knowledge Graph is about helping users discover new information quickly
and easily.

                                                                                       22
2. Towards a Semantic Web




Get ready for AuthorRank




      “
           There are a lot of stupid people out there … and stupid people
           shouldn’t write. … There needs to be a better system for tuning
           down the stupid people and tuning up the smart people.

           - Jason Calacanis, Internet entrepreneur and blogger



The idea behind AuthorRank is that your reputation as a content creator will influence the
ranking of search results.

                                                                                               23
2. Towards a Semantic Web




Get ready for AuthorRank

   How often is your content shared?              How often is your content endorsed (+1, like)



    How quickly is your content shared?                       Where the comments of high-quality?


                                                                   Who commented on your content?
        Who shared your content?

                                                         How many comments did
  Did those who shared your content                      your content generate?
  have expertise in that topic?
                                       Do the same people always
                                       share your content?
                     …                                                 Who endorsed your content?


At this moment it is still uncertain which signals Google in the end will consider for
AuthorRank.

                                                                                                         24
2. Towards a Semantic Web




Get ready for AuthorRank: how to




     Identity
1|   create a Google+ account, choose a good profile pic

                                                                                 25
2. Towards a Semantic Web




Get ready for AuthorRank: how to

     Option 1: verified e-mail address                 Option 2: rel=author markup

   1   Check that you have a email address on
       the same domain as your content
                                                   1    Create a link to your Google+ profile
                                                        from your webpage: <a href=


   2
                                                        "[profile_url]?rel=author">my
       Make sure that each article or post you
                                                        name</a>
       publish on that domain has a clear byline
       identifying you as the author
                                                   2    In the ‘Contributor To’ section, add a
                                                        reciprocal link back from your profile to
   3   Visit the Google+ Authorship page and
       submit your email address to Google.
                                                        the site(s) you just updated.

       https://plus.google.com/authorship




        digital signatures
2|      Make sure Google knows which content is yours

                                                                                                         26
2. Towards a Semantic Web




Get ready for AuthorRank: how to




     produce content worth sharing and engage
3|   Content quality, activity and engagement will be important factors.

                                                                                           27
August 2012




Not just Google: Walmart rolls out semantic search




Walmart.com has already seen about 10 to 15 percent increase in shoppers that complete
a purchase after searching for a product.

                                                                                         28
August 2012




Not just Google: Walmart rolls out semantic search

            Hanna
            @hanna

    I love salt!




    salt             condiments

                     movies       Angelina Jolie

    Hanna

    Juliana



Walmart’s Social Genome project uses public data on the Web, proprietary data, and
social media, to identify interesting entities and relationships.

                                                                                        29
3. Key Take-Aways




                    30
3. Key Take-Aways




Key Take-Aways
1                                2                           3
    With the Panda updates,                                  Google is working on
    Google has found a way to                                better understanding what
    incorporate the user                                     the user is looking for. It is
    experience into the search                               slowly implementating
    result rankings.                                         more and more semantic
                                                             search features such as
                                                             rich snippets, the
                                                             Knowledge Graph and
                                                             AuthorRank.
                                 The Penguin updates
                                 focus on fighting webspam
                                 such as keyword stuffing
                                 (over-optimization) and
                                 link schemes.




                                                                                            31
Thank you for listening.
Now let’s talk.
Geert De Laet
Technology evangelist

gdelaet@luon.com
Twitter: @geertdelaet

http://www.luon.com




                           32

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LUON WassUp Recap March 2013 - 1. the search landscape

  • 1. 1
  • 2. 1. In Pursuit of Google 2
  • 3. 1. In Pursuit of Google Penguin & Panda? Over the last couple of months, the so-called ‘Panda’ and ‘Penguin’ updates, have stirred up the SEO community. 3
  • 4. 1. In Pursuit of Google Meet Panda Navneet Panda optimized the machine learning algorithm at Google, making it possible to put it into general use for the Google search engine. 4
  • 5. 1. In Pursuit of Google How Panda works usage metrics Machine + Learning Quality Raters (find + similarities) Machine - Learning - (find similarities) Unlike the normal Google algorithm which is updated each time Google crawls your page, the Panda algorithm runs in iterative updates when the ‘data is refreshed’. 5
  • 6. 1. In Pursuit of Google Panda victims websites (*)…  offering thin or duplicate content  that are perceived as spammy  with too many ads above the fold  with non-authorative links  with high bounce rates (*) Google Panda affects the ranking of an entire site or a specific section rather than just the individual pages on a site 6
  • 7. 1. In Pursuit of Google Feeding the Panda “ With Panda, Google –for the first time- puts the user experience into the SEO equation! Focus on design and user experience 1| don’t put too many ads above the fold, can visitors navigate easily?, … 7
  • 8. 1. In Pursuit of Google Feeding the Panda Focus on content quality 2| unique, usable content is not enough: users must want to share it and say ‘wow’ 8
  • 9. 1. In Pursuit of Google Feeding the Panda Optimize around user and usage metrics 3| Time on site, bounce rate, browse rate, CTR’s from SERP’s, traffic quality 9
  • 10. 1. In Pursuit of Google Enter the Penguin “ In the pursuit of higher rankings or traffic, a few sites use techniques that don’t benefit users, where the intent is to look for shortcuts or loopholes that would rank pages higher than they deserve to be ranked. We see all sorts of webspam techniques every day, from keyword stuffing to link schemes that attempt to propel sites higher in rankings. - Google On April 24, Google rolled out the ‘Penguin’ update targeting websites not following Google SEO quality guidelines. 10
  • 11. 1. In Pursuit of Google Penguin victims hosted by The Hosting Company example of a site with unusual linking patterns that is affected by the Penguin update. 11
  • 12. 1. In Pursuit of Google 12
  • 13. 1. In Pursuit of Google The Exact-Match Domain (EMD) update On October 2nd, Google changed its algorithm to reduce the impact of exact-match domains on search results. 13
  • 14. 2. Towards a Semantic Web 14
  • 15. 2. Towards a Semantic Web The big problem or or People are using search engines to find answers to the questions they face on their customer journeys. Relevancy in answer to a query is everything. 15
  • 16. 2. Towards a Semantic Web From links to things Using schema.org, web publishers can ‘tag’ their content to reflect the object it’s describing, be it a book, a movie, a recipe, an event, a place, .... 16
  • 17. 2. Towards a Semantic Web From links to things Google uses semantic markup to create ‘rich snippets’ in the search engine result pages. 17
  • 18. 2. Towards a Semantic Web From links to things Google uses semantic markup to create ‘rich snippets’ in the search engine result pages. 18
  • 19. 2. Towards a Semantic Web From links to things Rich Snippets many companies have users know SE of seen a RI what to expect 20%-40% + before in click-through entering the site More qualified visitors who are likely to stay on the site longer 19
  • 20. July 31, 2012 Google launches ‘structured data dashboard’ Google Rich Snippets testing tool To provide webmasters with greater visibility into the structured data that Google knows about, Google launched the Structured Data Dashboard inside Google Webmaster Tools. 20
  • 21. September 17, 2012 Towards a Unified Search Interface Using semantic markup, Google is able to create either verticals for eg recipes and news, or –as a requested patent indicates- a unified search interface offering filtering options. 21
  • 22. May 16, 2012 The Google Knowledge Graph click next for video The Google Knowledge Graph is about helping users discover new information quickly and easily. 22
  • 23. 2. Towards a Semantic Web Get ready for AuthorRank “ There are a lot of stupid people out there … and stupid people shouldn’t write. … There needs to be a better system for tuning down the stupid people and tuning up the smart people. - Jason Calacanis, Internet entrepreneur and blogger The idea behind AuthorRank is that your reputation as a content creator will influence the ranking of search results. 23
  • 24. 2. Towards a Semantic Web Get ready for AuthorRank How often is your content shared? How often is your content endorsed (+1, like) How quickly is your content shared? Where the comments of high-quality? Who commented on your content? Who shared your content? How many comments did Did those who shared your content your content generate? have expertise in that topic? Do the same people always share your content? … Who endorsed your content? At this moment it is still uncertain which signals Google in the end will consider for AuthorRank. 24
  • 25. 2. Towards a Semantic Web Get ready for AuthorRank: how to Identity 1| create a Google+ account, choose a good profile pic 25
  • 26. 2. Towards a Semantic Web Get ready for AuthorRank: how to Option 1: verified e-mail address Option 2: rel=author markup 1 Check that you have a email address on the same domain as your content 1 Create a link to your Google+ profile from your webpage: <a href= 2 "[profile_url]?rel=author">my Make sure that each article or post you name</a> publish on that domain has a clear byline identifying you as the author 2 In the ‘Contributor To’ section, add a reciprocal link back from your profile to 3 Visit the Google+ Authorship page and submit your email address to Google. the site(s) you just updated. https://plus.google.com/authorship digital signatures 2| Make sure Google knows which content is yours 26
  • 27. 2. Towards a Semantic Web Get ready for AuthorRank: how to produce content worth sharing and engage 3| Content quality, activity and engagement will be important factors. 27
  • 28. August 2012 Not just Google: Walmart rolls out semantic search Walmart.com has already seen about 10 to 15 percent increase in shoppers that complete a purchase after searching for a product. 28
  • 29. August 2012 Not just Google: Walmart rolls out semantic search Hanna @hanna I love salt! salt condiments movies Angelina Jolie Hanna Juliana Walmart’s Social Genome project uses public data on the Web, proprietary data, and social media, to identify interesting entities and relationships. 29
  • 31. 3. Key Take-Aways Key Take-Aways 1 2 3 With the Panda updates, Google is working on Google has found a way to better understanding what incorporate the user the user is looking for. It is experience into the search slowly implementating result rankings. more and more semantic search features such as rich snippets, the Knowledge Graph and AuthorRank. The Penguin updates focus on fighting webspam such as keyword stuffing (over-optimization) and link schemes. 31
  • 32. Thank you for listening. Now let’s talk. Geert De Laet Technology evangelist gdelaet@luon.com Twitter: @geertdelaet http://www.luon.com 32