The document appears to be from a presentation about staying on top of Google algorithm updates like Panda, Penguin, and other changes. It discusses Google's goals of improving user experience and how SEO strategies need to focus on creating high-quality content that provides value rather than manipulating search results. Various tactics are suggested for long-term SEO success, including targeting keyword and user intent combinations, building authoritative content and links, and prioritizing discovery keywords.
Understand the Key differences between SMO and SMM
Staying on Top of Algorithm Updates with SEO Strategies
1. November 3–6, 2014
#CZLCHI | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital Marketers
Panda, Penguin,
Penalties and more!
Staying on Top of Algorithm Updates
Nate Dame
Founder/CEO, Propecta
2. November 3–6, 2014 | #CZLCHI | @ClickZLive
@seonate
Panda,
Penguins, and
Penalties,
Oh My!!
3. November 3–6, 2014 | #CZLCHI | @ClickZLive
@seonate
Context is Everything
Image source http://commons.wikimedia.org/wiki/File:ESO-VLT-Laser-phot-33a-07.jpg
6. November 3–6, 2014 | #CZLCHI | @ClickZLive
@seonate
Calico Labs: Biotech R&D to better
understand aging and increase longevity
Google X :Improving existing technologies by a factor of 10 (self-driving
car, Google Glass & contact lenses, drones, medical advances…)
Home automation - smart thermostats, smoke detectors, and more?
Unnamed energy division to overhaul the world’s power grid
7. November 3–6, 2014 | #CZLCHI | @ClickZLive
@seonate
Average cost-per-click declined every quarter since
2012
The pressure is on for more ad impressions, and more
ad clicks!
11. November 3–6, 2014 | #CZLCHI | @ClickZLive
@seonate
Now hiring SEO associates!
Last guy quit… don’t ask…
12. November 3–6, 2014 | #CZLCHI | @ClickZLive
@seonate
Where is
Google going?
13. November 3–6, 2014 | #CZLCHI | @ClickZLive
@seonate
As usual, rand nails it! http://moz.com/rand/google-seo-dont-actually-change-much/
* Image used with permission
15. November 3–6, 2014 | #CZLCHI | @ClickZLive
@seonate
Panda
Squirrel: Stop scraping
content, nuke the low quality
content.
Big picture: Google hates
poor user experiences. If your
strategy uses/abuses others, it
will lose.
16. November 3–6, 2014 | #CZLCHI | @ClickZLive
@seonate
Penguin
Squirrel: Stop keyword
stuffing.
Big picture: Traditional
ranking factors not
focused on user benefits
will continue to decline in
importance.
17. November 3–6, 2014 | #CZLCHI | @ClickZLive
@seonate
Knowledge Graph
Squirrel: Get our company’s Wikipedia
updated ASAP!
Big picture: Google would prefer to keep
users on Google.com whenever possible.
18. November 3–6, 2014 | #CZLCHI | @ClickZLive
@seonate
Pirate
Squirrel: Don’t pirate content.
Big picture: Don’t pirate content.
19. November 3–6, 2014 | #CZLCHI | @ClickZLive
@seonate
Hummingbird
Squirrel: Will hummingbird kill
link building? Is Hummingbird
the end of SEO?!
Big picture: Google’s back-end
got an upgrade so it’s
machine learning algorithms
could get even smarter, faster.
20. November 3–6, 2014 | #CZLCHI | @ClickZLive
@seonate
Pigeon
Squirrel: Proximity to city
center…
Big picture: Google does in
fact make mistakes. “Local”
and “standard” SEO
continue to merge.
29. November 3–6, 2014 | #CZLCHI | @ClickZLive
@seonate
Link building Influence building
• Content worthy of links
• Outreach worthy of a response
• Influencer relationships worthy of a second
(and 3rd) date
When 1st saw topic, excited, b/c most dicussions purposeless
Epic battle between SEO community & Google
SEOs: “You can’t change b/c we built a business around gaming your ranking algos”
Google: “We’ll do what we want, but do it slow enough to not get too many people screaming mad at us at once”
Whether you’re a…. You’re not much more than a speck in Google’s universe
Wants to diversify… struggle!
…dare I say this is the #1 motivator behind Google’s algo updates?
If you went to the wrong SEO school 5 years ago…
We’re not there yet
We have reached a milestone: Bad SEO is accpted as bad, ‘good’ SEO is all the stuff that benefits Google the most
Google has always had the same destination
No update ever wandered from that destination
Panda/Farmer — February 23, 2011
Penguin — April 24, 2012
DMCA Penalty ("Pirate") — August 10, 2012
Hummingbird — August 20, 2013
Pigeon — July 24, 2014
It’s been said: Need to decrease dependence on links
Next year, will need to decrease dependence on keywords
80-90% of the potential SEO traffic for a B2B company is “top of funnel”
- marketing automation examples
Delight & engage every step of the sales funnel
Capture leads at every possible opportunity
Lead nurturing & lead scoring – marketing automation