Jan 30, 2013

Become a mega awesome SEO ninja

guru superstar with the Genero GB

Friday session Not really. Mostly basics this time

Jan 30, 2013

Content of the sesh 1. How does Google work?

1. History (boring & easy)

2. Today (evil)

3. Tomorrow (totally sick and owns the world.

Probably)

2. How to get the most out of Google 1. Content is king

2. Links are God

3. Brands are Chuck Norris

3. Google filters & penalties

(All about cute penguins & pandas) 1. Filter vs penalty

2. MUSH barffaus filter

3. TecHeat Maalämpö filter

4. Ikastetiket Penguin filter

5. Hummingbird

Jan 30, 2013

How does Google work?

1. Relevancy. You need to write the

words that you want to rank for on

your website. (unless you got a shitload of links of course)

2. Power. You need to have other

people talking about your site. (Links)

3. Brand. If you are a brand, you do

not need to have as good content or

links as other ones for ranking.

Jan 30, 2013

Search engine history

Jan 30, 2013

Search engine history

1990’s: Only content matters. Mention the word most

times, and you will be number 1 in Search Engines.

Mention the words with most searches most times, and

you will have most traffic. Example site

You could also buy spot 1 in search engines.

Result: This was too easy to trick. Search

engine results became spammy and no-

one used that search engine anymore.

Jan 30, 2013

Search engine history

2000’s: Google is launched 1998. Google changed

everything with their PAGERANK algorithm.

Google now counted links to sites and ranked them

by BOTH content and Links.

Result. This was hard to trick. Google’s search result

became the best one. Everybody started to use

Google. They won.

Result 2. SEO-dudes started to make sites. A lot. And

sell links.

Jan 30, 2013

What links?

Google counted every link as a ”vote” for that

website. The website that mentioned a word, and

had most votes reached number 1 in Google.

Website

Website Website

Website

Website

My website

Jan 30, 2013

Google today

2010’s: Google finds out who are the ones trying to

trick the search results with links, and filters them out

But Google wants to show the best search result

...so the sites with ”best content” gets away with a lot.

...and Brands gets a lot of benefits.

...Google also wants to show a diverse search result (means that one site of every type should show)

November 2013: Google does not know SEO

Jan 30, 2013

Google tomorrow?

1. Google will start to know for real which websites

they should show in top, and stop counting stuff.

2. More intelligent ways of knowing what you want

regardless of what you search.

3. Google becomes the internet. Only way to get

traffic is through AdWords.

4. Google pushes their own services over the edge

and people start using other search engines?

Jan 30, 2013

Get the most out of Google - Content is king?

Work with things that works NOW.

(Good content + Good links)

Content:

• Markup less important (h1, h2 mm) but still used.

• Relevancy more important than ever.

• Write more free. Google know synonymes and

variations...

...But of course not in finnish...

Jan 30, 2013

Get the most out of Google - Content is king?

Jan 30, 2013

Get the most out of Google – Links are God?

Links:

Best: In-content links from relevant blogs,

mediasites, newspapers and authorities & brands.

Good (still): Infographic links, press-release links.

Neither Bu or Bä: Forum links, Social media links,

natural weak blog links.

Bad: Too many sidebar links from blogs, footerlinks.

Give to competitor: Blog-comment-links, autolinks,

xrumer-blasts from fiverr, auto-forum-profile links.

Jan 30, 2013

Get the most out of Google – Brands are Chuck Norris

Become a ”Brand”:

Google favours brands. But how to tell Google that you

are a brand?

Become a brand: Have a company-name, have links from

sites listing companies. Have an address and phone-numbers

on your site. (Have a Facebook page with many fans), have

links from other brands and authorities, have links from

articles (newspaper, PR) about your brand. Have a named

person behind your content (G+ integration).

Jan 30, 2013

Google webmaster guidelines

Google’s how-to for SEO

Google says AVOID: Autogenerated content

Participating in link-systems

Cloaking

Shady redirects

Hidden text or links

Entrance-pages

Duplicate content

Participate in partner-programs

Filling pages with irrelevant keywords

Faking rich-text-snippets

Jan 30, 2013

Google webmaster guidelines

Google’s how-to for SEO

Google says AVOID: Autogenerated content The site with the map & the usergenerated

content site is breaking this

Participating in link-systems All link building

Cloaking All our facebook-campaigns

Shady redirects All our facebook-campaigns

Hidden text or links html 5

Entrance-pages Duplicate content Drupal out of the box

Participate in partner-programs

Filling pages with irrelevant keywords

Faking rich-text-snippets

Jan 30, 2013

Links in Google webmaster guidelines

Google: Do not do this:

• Buying links (Transaction: Money, time, gift-card, good content).

• Overdoing Link exchange: ”Link to me and I link to you”.

• Overdoing Article-marketing and guest-blogging or

campaigns for getting bloggers to link.

• Advertorials

• Pressreleases with exact match anchor texts

• Overdoing Infographic-links

• Widget-links from plugins

• Forumlinks with exact match

• Footerlinks (Site by Genero)

Jan 30, 2013

Links in Google webmaster guidelines

Something works too well, and Google cannot

algorithmically filter it out

Smart guy google

Jan 30, 2013

Google does not know seo

Google found it,

aaah, here it is,

let’s put it back

where it was!

Google has a SEO-guide. It ranked at spot #2. They

moved it. They fucked up the 301 redirect.

Mediaanalys

added the

same guide to

their own site. What do you

think happens?

Jan 30, 2013

Google filters & penalties

Filter:

• Algoritmically.

• Per URL or per doman

• Site or url get lower

rankings.

• Sometimes message in

webmaster tools

Penalty:

• Manual action by

Google employee.

• Always per domain.

• Very rare.

• Whole site disappears

from Google.

• BMW, Interflora, mm

Jan 30, 2013

Google filters

I am the bad content kung-

fu-Google-filter-panda

I am the bad links sherif

that kills your site

Jan 30, 2013

Our sites in Google filters

Panda:

• No site that we have.

• The site with the

autogenerated

reference map might

end up in Panda. Let’s

fix that one.

Penguin:

• ### UK Too many

spammy low quality links

• ###.fi/*** Sitewide exact

match links

• ###.fi/*** Probably too

high ratio exact match links

Jan 30, 2013

Google Hummingbird update

Hummingbird – not really a filter Googles first step toward intelligence.

Google changes the meaning of your search

term to something better if they think it is bad:

”Boende Stockholm under Ishockey VM”

Hotell Stockholm

”jag skall studera i stockholm, var kan jag bo?”

Lägenheter i Stockholm

Jan 30, 2013

Future Google

• Free wireless internet to whole world. • Balloons all over the globe

• Going in to solar- and windpower. • Buys land in Sahara

• Probably going to be ”the internet”. • Or overdo shit, loose users, and go bankrupt

Jan 30, 2013

Thank you

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