SEO challenges in the post penguin age. Sorry. We cannot sell you the same this year. We cannot guarantee rankings and rankings won’t be enough for you anymore. SEO has changed since 2012 when Google launched its Penguin update and nowadays we can’t speak about SEO without speaking about marketing, content and social networks. Get to know the main challenges we are facing and what the profi le of a SEO expert in the post penguin age should look like.

2. 2

3. 3

4. 2011
Google Panda
2012
Google Penguin
2013
Google
Hummingbird

5. Panda
Penguin
Change: Focused on cleaning up
sites that have little to contribute to
the user. The content should be
original and useful.
Change: Aimed at reducing web spam.
Penalizes pages that make excess use of
repetitive or hard anchor texts and low quality
article domains, spam blogs and
keywordstuffing.
Effect: Loss of Keyword positioning level
Effect: Panda is a measure which
affects the whole website

6. • From quantity to quality
• Content strategy aimed at websites with traffic and value, avoiding
certain types of links
• Linkbait: companies that generate natural social links

11. Commercial
Combination
Random

14. pages

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19. Google Guidelines for SEO (GOOGLE WEB MASTERS TOOLS)
19

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42. 42

43. OWNED
Corporate Content
(brochure, shop,
web)
EARNED
WOM
Press
Coverage
PAID
Traditional
Media

44. Paid/Owned Media:
Mobile ads, apps,
games
Social media ads,
Twitter content, blogs
Paid/Earned Media:
Social media ads, shares,
likes,
Reputation management
Mobile ads, shares,reviews
Mobile (apps/games)
Website content
Email
Social (FB pages,
blogs/
Twitter acts)
Media
Earned/Owned/Paid
Media
Social (ads, blogs, shares,
sponsored content)
Mobile (apps, shares, ads)
Paid search
Display
Social (FB ads/
sponsored tweets)
Mobile (ads)
Email
Earned/Owned
Media:
Social likes, shares,
retweets
Mobile ads, shares,
reviews

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48. SOCIAL
MEDIA
EMAIL
MARKETING
/DATA
BASES
…
BLOG
SEO