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Pubcon Las Vegas 2015
SEO Fundamentals
2015 SEO Basics -
2015 SEO Basics - Overview
About Me
• Senior SEO Strategist, Globe Runner
• Brand Ambassador, Majestic.com
• Personal Blog: www.BillHartzer.com
• Practicing Organic/Natural SEO since 1996
2015 SEO Basics - Overview
Overview
• Current Ranking Factors
• On Page SEO Factors
• Off Page SEO Factors
• Social Media and SEO Factors
• Latest Google Algorithm Changes
• Future SEO Ranking Factors
2015 SEO Basics – Current SEO Ranking Factors
Current Ranking Factors
• Over 200 search engine ranking factor today, maybe more.
• Latest list of ranking factors: https://moz.com/search-ranking-factors
• Important ranking factors:
- Page Authority, Domain Authority
- Keyword and Content
- Engagement and Traffic/Query Data
- Brand Metrics
Page Authority
Social Signals
Anchor Text of Links
Schema.org, Structured Data
External Links, Keywords, Exact Match Domains
2015 SEO Basics – SEO Ranking Factors
Google Algorithm Break-Down
• The important factors according to the Moz survey.
2015 SEO Basics – On Page Factors
On Page Factors
Several basic page elements are important:
• Proper Title Tags (keyword usage towards beginning of tag)
• Meta Description Tag (keyword usage in tag)
• Headings (One H1 tag per page, multiple H2, H3 okay)
• Image Alt Attributes (keywords describe each image)
• Local Biz? Schema.org markup for NAP data, Reviews
2015 SEO Basics – On Site Factors
On Site Factors
Several on site factors are still important in 2015:
• Good site structure
• Internal linking (text within sentences as well as navigation)
• Minimal amount of footer links to other pages
• Content Readability / Usability / Site Design
• Google Panda Algorithm Issues
• Google Page Layout Algorithm Issues
2015 SEO Basics – Social Media and SEO Factors
Social Media and SEO Factors
• Social Posts and Shares count
• Engagement counts
Think of social pages, shares, and profiles as web pages.
• Get links from those pages.
• How to get good links? Network socially with influencers.
• SEO “credit” passed from social profile to social profile to site.
2015 SEO Basics – Latest Google Algorithm Changes
Latest Google Algorithm Changes
• Recent Major Google Updates
- Phantom Update, Panda, Penguin, EMD, Page Layout
• Google Knowledge Graph
• Manual Actions
• Sample Manual Actions - Revoked
• Future Google Algorithm Updates.
2015 SEO Basics – Google Panda
What is Google Panda?
• Ranking factor added to the Google algorithm
• Filter designed to identify ‘low quality pages’.
• Provides better rankings for high-quality sites
• Panda supposedly integrated into algorithm, but maybe not?
• Named after Google engineer Navneet Panda
2015 SEO Basics – Google Panda
Google Panda History
• Rolled Out to US sites on February 24, 2011
http://googleblog.blogspot.com/2011/02/finding-more-high-quality-sites-in.html
• Rolled out Globally to English language users on April 11, 2011
• Also began to roll out data from sites that users block
• Last Manual Panda Update — July 17, 2015
- Panda reported on rolling update schedule, but not sure?
2015 SEO Basics – Google Panda
Google Panda Update History
• Panda/Farmer — February 23, 2011
• Panda 2.0 — April 11, 2011
• Panda 2.1 — May 9, 2011
• Panda 2.2 — June 21, 2011
• Panda 2.3 — July 23, 2011
• Panda Goes Global (2.4) — August 12, 2011
• Panda 2.5 — September 28, 2011
• Panda "Flux" — October 5, 2011
• Panda 3.1 — November 18, 2011
• Panda 3.2 — January 18, 2012
• Panda 3.3 — February 27, 2012
• Panda 3.4 — March 23, 2012
• Panda 3.5 — April 19, 2012
• Panda 3.6 — April 27, 2012
• Panda 3.7 — June 8, 2012
• Panda 3.8 — June 25, 2012
• Panda 3.9 — July 24, 2012
• Panda 3.9.2 — September 18, 2012
• Panda #20 — September 27, 2012
• Panda #21 — November 5, 2012
• Panda #22 — November 21, 2012
• Panda #23 — December 21, 2012
• Panda #24 — January 23, 2013
• Panda #24 — March 14, 2013
• Panda Dance — June 11, 2013
• Panda Recovery — July 18, 2013
• Panda Update — September, 2014
• Panda Update – July 17, 2015
See the Google Algorithm Change History:
http://moz.com/google-algorithm-change
2015 SEO Basics – Google Panda
Were You Hit by Panda?
• Look at your web analytics
• Sites affected had traffic loss starting in February, 2011.
• Google Analytics for your site (Web Trends, Omniture, etc.)
• SEM Rush for most sites (SEMRush.com)
2015 SEO Basics – Google Panda
Recovering from Google Panda
• Make sure all content on site is “high quality”
• Review Google’s List:
23 Questions to assess quality
http://bit.ly/1gHZzQb
• Identify and remove least-visited pages
• Take out the trash, so to speak.
• Prevent Pogosticking from SERPs.
• Wait until next Panda update to see recovery
2015 SEO Basics – Google Panda vs. Google Penguin
Panda vs. Penguin
• Panda focuses on sites providing a bad user experience
- Sites with low quality content
• Penguin focuses on spamdexing and link bombing.
2015 SEO Basics – Google Penguin
What is Google Penguin?
Google: “algorithm change targeted at webspam.”
http://insidesearch.blogspot.co.uk/2012/04/another-step-to-reward-high-quality.html
Goal is to “decrease rankings for sites that violate Google’s
Quality Guidelines”. (Mainly organic link issues.)
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35769#3
2015 SEO Basics – Google Penguin
Google Penguin Update History
• First reported April 24, 2012
• Penguin #2 — May 25, 2012
• Penguin #3 — October 5, 2012 (0.3 percent of queries)
• Penguin 2.0 (#4) — May 22, 2013
• Penguin 2.1 (#5) — October 4, 2013
2015 SEO Basics – Google Penguin
Were You Hit by Google Penguin?
• Look at Google Analytics, Google Webmaster Tools, review dates
of Google Updates.
2015 SEO Basics – Google Penguin
Recovering from Google Penguin
• Perform a full SEO Audit of web site
• Review Google Webmaster Tools for messages, suggestions
• Perform full link analysis of site
• Disavow Links to Site
• Link Research Tools’ Link Detox Boost claims quick recovery
• Work on Authority, trust of site
• Wait until next Penguin update to see recovery
2015 SEO Basics – Exact Match Domain Update
EMD Update
• Exact-Match Domain (EMD) Update — September 27, 2012
Google targeted “commercial phrases” with this update.
• Valuable Domain Names include Keywords (commercial phrases)
• Not all keyword rich domains affected
• Sites without keyword rich domains were affected
2015 SEO Basics – Page Layout Update
Google Page Layout Update
• Page Layout #2 — October 9, 2012
• Targets pages with too many ads “above the fold”
• Algo proof: content above fold, minimal ads above fold.
• Page Layout #3 — February 6, 2014 http://selnd.com/1qNV6DE
2015 SEO Basics – Knowledge Graph Update
Knowledge Graph Update
• Knowledge Graph Expansion — December 4, 2012
• Get your site, business into the Knowledge Graph.
• TIP: get listed in Wikipedia, Wiki Data.
2015 SEO Basics – Google Manual Actions
Manual Actions in Webmaster Tools
• Partial Match – affects certain pages
• Full Match – affects whole site
• Unnatural links – both require link cleanup, review
2015 SEO Basics – Google Manual Actions
Manual Actions – Unrelated to Penguin
• Unnatural link warnings are not related to Google Penguin
• Sites affected by Penguin should clean up links
• Manual actions more severe, require reconsideration request
2015 SEO Basics – Google Manual Actions
Getting Manual Actions Revoked
Unnatural Links? Clean up links, document everything.
• Identify all links to site
• Combine GWT, Majestic, Ahrefs, OSE links
• Manually review links (Link Research Tools can help)
• Identify links to remove
• Contact site owners, document emails, contact dates, etc.
• 3 attempts to contact site owners
• Disavow links not removed
Request Review: include letter, spreadsheet with data proof
2015 SEO Basics – Google Manual Actions
Sample Manual Action Revoked
• 52,252 Total Links to Site
• 217 referring root domains
• 693 Healthy Links
• 709 Inorganic Links
• 569 “live” inorganic links to get removed (including nofollow links).
After three attempts over 3 weeks to contact site owners via email:
• 296 site owners responded
• 12 sites refused to remove the links
• 257 links were successfully removed based on our email requests
• 27 links – site owners requested payment to remove the links
• 2 links – we were unable to contact site owners
• 274 links – site owners were completely unresponsive after 3 contacts
• 256 links were removed as a result of our link removal efforts
2015 SEO Basics – Google Manual Actions
Sample Manual Action Revoked
• Kept track of all URLs, Status of URL, Dates, and emails
• Added all data into spreadsheet
• Uploaded spreadsheet to Google Docs
• Wrote letter explaining process, linked to Google Docs spreadsheet
2015 SEO Basics – Google Future Updates
Google Future Updates
• Google Panda Updates were monthly, may be continual.
• Penguin Updates “maybe” 6 months, may be ongoing?
• Manual Actions - Severity of infraction can affect length of time
a site will be penalized
• Manual Actions – Average site is looking at 6-12 months to
recover from a penalty even after cleaning it up
• If you get hit by Panda or Penguin you HAVE to wait to for data
refresh of that filter
2015 SEO Basics – Thank You
THANK YOU
Contact Me
Bill Hartzer
Senior SEO Strategist
Globe Runner
Email: Bill@GlobeRunnerSEO.com
Mobile: (214) 236-4378
Office: (972) 538-0260
Web: https://globerunner.com
Blog: https://www.billhartzer.com
Twitter: @bhartzer

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SEO Fundamentals, PubCon Las Vegas 2015

  • 1. Pubcon Las Vegas 2015 SEO Fundamentals
  • 3. 2015 SEO Basics - Overview About Me • Senior SEO Strategist, Globe Runner • Brand Ambassador, Majestic.com • Personal Blog: www.BillHartzer.com • Practicing Organic/Natural SEO since 1996
  • 4. 2015 SEO Basics - Overview Overview • Current Ranking Factors • On Page SEO Factors • Off Page SEO Factors • Social Media and SEO Factors • Latest Google Algorithm Changes • Future SEO Ranking Factors
  • 5. 2015 SEO Basics – Current SEO Ranking Factors Current Ranking Factors • Over 200 search engine ranking factor today, maybe more. • Latest list of ranking factors: https://moz.com/search-ranking-factors • Important ranking factors: - Page Authority, Domain Authority - Keyword and Content - Engagement and Traffic/Query Data - Brand Metrics
  • 6. Page Authority Social Signals Anchor Text of Links Schema.org, Structured Data External Links, Keywords, Exact Match Domains 2015 SEO Basics – SEO Ranking Factors Google Algorithm Break-Down • The important factors according to the Moz survey.
  • 7. 2015 SEO Basics – On Page Factors On Page Factors Several basic page elements are important: • Proper Title Tags (keyword usage towards beginning of tag) • Meta Description Tag (keyword usage in tag) • Headings (One H1 tag per page, multiple H2, H3 okay) • Image Alt Attributes (keywords describe each image) • Local Biz? Schema.org markup for NAP data, Reviews
  • 8. 2015 SEO Basics – On Site Factors On Site Factors Several on site factors are still important in 2015: • Good site structure • Internal linking (text within sentences as well as navigation) • Minimal amount of footer links to other pages • Content Readability / Usability / Site Design • Google Panda Algorithm Issues • Google Page Layout Algorithm Issues
  • 9. 2015 SEO Basics – Social Media and SEO Factors Social Media and SEO Factors • Social Posts and Shares count • Engagement counts Think of social pages, shares, and profiles as web pages. • Get links from those pages. • How to get good links? Network socially with influencers. • SEO “credit” passed from social profile to social profile to site.
  • 10. 2015 SEO Basics – Latest Google Algorithm Changes Latest Google Algorithm Changes • Recent Major Google Updates - Phantom Update, Panda, Penguin, EMD, Page Layout • Google Knowledge Graph • Manual Actions • Sample Manual Actions - Revoked • Future Google Algorithm Updates.
  • 11. 2015 SEO Basics – Google Panda What is Google Panda? • Ranking factor added to the Google algorithm • Filter designed to identify ‘low quality pages’. • Provides better rankings for high-quality sites • Panda supposedly integrated into algorithm, but maybe not? • Named after Google engineer Navneet Panda
  • 12. 2015 SEO Basics – Google Panda Google Panda History • Rolled Out to US sites on February 24, 2011 http://googleblog.blogspot.com/2011/02/finding-more-high-quality-sites-in.html • Rolled out Globally to English language users on April 11, 2011 • Also began to roll out data from sites that users block • Last Manual Panda Update — July 17, 2015 - Panda reported on rolling update schedule, but not sure?
  • 13. 2015 SEO Basics – Google Panda Google Panda Update History • Panda/Farmer — February 23, 2011 • Panda 2.0 — April 11, 2011 • Panda 2.1 — May 9, 2011 • Panda 2.2 — June 21, 2011 • Panda 2.3 — July 23, 2011 • Panda Goes Global (2.4) — August 12, 2011 • Panda 2.5 — September 28, 2011 • Panda "Flux" — October 5, 2011 • Panda 3.1 — November 18, 2011 • Panda 3.2 — January 18, 2012 • Panda 3.3 — February 27, 2012 • Panda 3.4 — March 23, 2012 • Panda 3.5 — April 19, 2012 • Panda 3.6 — April 27, 2012 • Panda 3.7 — June 8, 2012 • Panda 3.8 — June 25, 2012 • Panda 3.9 — July 24, 2012 • Panda 3.9.2 — September 18, 2012 • Panda #20 — September 27, 2012 • Panda #21 — November 5, 2012 • Panda #22 — November 21, 2012 • Panda #23 — December 21, 2012 • Panda #24 — January 23, 2013 • Panda #24 — March 14, 2013 • Panda Dance — June 11, 2013 • Panda Recovery — July 18, 2013 • Panda Update — September, 2014 • Panda Update – July 17, 2015 See the Google Algorithm Change History: http://moz.com/google-algorithm-change
  • 14. 2015 SEO Basics – Google Panda Were You Hit by Panda? • Look at your web analytics • Sites affected had traffic loss starting in February, 2011. • Google Analytics for your site (Web Trends, Omniture, etc.) • SEM Rush for most sites (SEMRush.com)
  • 15. 2015 SEO Basics – Google Panda Recovering from Google Panda • Make sure all content on site is “high quality” • Review Google’s List: 23 Questions to assess quality http://bit.ly/1gHZzQb • Identify and remove least-visited pages • Take out the trash, so to speak. • Prevent Pogosticking from SERPs. • Wait until next Panda update to see recovery
  • 16. 2015 SEO Basics – Google Panda vs. Google Penguin Panda vs. Penguin • Panda focuses on sites providing a bad user experience - Sites with low quality content • Penguin focuses on spamdexing and link bombing.
  • 17. 2015 SEO Basics – Google Penguin What is Google Penguin? Google: “algorithm change targeted at webspam.” http://insidesearch.blogspot.co.uk/2012/04/another-step-to-reward-high-quality.html Goal is to “decrease rankings for sites that violate Google’s Quality Guidelines”. (Mainly organic link issues.) http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35769#3
  • 18. 2015 SEO Basics – Google Penguin Google Penguin Update History • First reported April 24, 2012 • Penguin #2 — May 25, 2012 • Penguin #3 — October 5, 2012 (0.3 percent of queries) • Penguin 2.0 (#4) — May 22, 2013 • Penguin 2.1 (#5) — October 4, 2013
  • 19. 2015 SEO Basics – Google Penguin Were You Hit by Google Penguin? • Look at Google Analytics, Google Webmaster Tools, review dates of Google Updates.
  • 20. 2015 SEO Basics – Google Penguin Recovering from Google Penguin • Perform a full SEO Audit of web site • Review Google Webmaster Tools for messages, suggestions • Perform full link analysis of site • Disavow Links to Site • Link Research Tools’ Link Detox Boost claims quick recovery • Work on Authority, trust of site • Wait until next Penguin update to see recovery
  • 21. 2015 SEO Basics – Exact Match Domain Update EMD Update • Exact-Match Domain (EMD) Update — September 27, 2012 Google targeted “commercial phrases” with this update. • Valuable Domain Names include Keywords (commercial phrases) • Not all keyword rich domains affected • Sites without keyword rich domains were affected
  • 22. 2015 SEO Basics – Page Layout Update Google Page Layout Update • Page Layout #2 — October 9, 2012 • Targets pages with too many ads “above the fold” • Algo proof: content above fold, minimal ads above fold. • Page Layout #3 — February 6, 2014 http://selnd.com/1qNV6DE
  • 23. 2015 SEO Basics – Knowledge Graph Update Knowledge Graph Update • Knowledge Graph Expansion — December 4, 2012 • Get your site, business into the Knowledge Graph. • TIP: get listed in Wikipedia, Wiki Data.
  • 24. 2015 SEO Basics – Google Manual Actions Manual Actions in Webmaster Tools • Partial Match – affects certain pages • Full Match – affects whole site • Unnatural links – both require link cleanup, review
  • 25. 2015 SEO Basics – Google Manual Actions Manual Actions – Unrelated to Penguin • Unnatural link warnings are not related to Google Penguin • Sites affected by Penguin should clean up links • Manual actions more severe, require reconsideration request
  • 26. 2015 SEO Basics – Google Manual Actions Getting Manual Actions Revoked Unnatural Links? Clean up links, document everything. • Identify all links to site • Combine GWT, Majestic, Ahrefs, OSE links • Manually review links (Link Research Tools can help) • Identify links to remove • Contact site owners, document emails, contact dates, etc. • 3 attempts to contact site owners • Disavow links not removed Request Review: include letter, spreadsheet with data proof
  • 27. 2015 SEO Basics – Google Manual Actions Sample Manual Action Revoked • 52,252 Total Links to Site • 217 referring root domains • 693 Healthy Links • 709 Inorganic Links • 569 “live” inorganic links to get removed (including nofollow links). After three attempts over 3 weeks to contact site owners via email: • 296 site owners responded • 12 sites refused to remove the links • 257 links were successfully removed based on our email requests • 27 links – site owners requested payment to remove the links • 2 links – we were unable to contact site owners • 274 links – site owners were completely unresponsive after 3 contacts • 256 links were removed as a result of our link removal efforts
  • 28. 2015 SEO Basics – Google Manual Actions Sample Manual Action Revoked • Kept track of all URLs, Status of URL, Dates, and emails • Added all data into spreadsheet • Uploaded spreadsheet to Google Docs • Wrote letter explaining process, linked to Google Docs spreadsheet
  • 29. 2015 SEO Basics – Google Future Updates Google Future Updates • Google Panda Updates were monthly, may be continual. • Penguin Updates “maybe” 6 months, may be ongoing? • Manual Actions - Severity of infraction can affect length of time a site will be penalized • Manual Actions – Average site is looking at 6-12 months to recover from a penalty even after cleaning it up • If you get hit by Panda or Penguin you HAVE to wait to for data refresh of that filter
  • 30. 2015 SEO Basics – Thank You THANK YOU Contact Me Bill Hartzer Senior SEO Strategist Globe Runner Email: Bill@GlobeRunnerSEO.com Mobile: (214) 236-4378 Office: (972) 538-0260 Web: https://globerunner.com Blog: https://www.billhartzer.com Twitter: @bhartzer