google critical changes to seo - april 2013
DESCRIPTION
Presentation to automotive industry from Manheim Retail ServicesTRANSCRIPT
Google - Critical SEO Changes in 2012/2013
Follow us; @manheimretail
Follow me; @lukecarter2013
#knowyourseo
Presentation Structure
• Section 1: Credentials
• Section 2: The New World of Google Panda & Penguin - SEO in 2013
– What is Panda?
– What Panda Looks At.
– Panda – The Impact on Websites
• Section 3: Google Penguin
– Penguin – Overview.
– Penguin – Links.
– Penguin – Social Signals
• Section 4: Web Strategy Optimisation
– WSO – The New Face of SEO.
– How Consumers Use the Internet.
– Inbound Marketing.
– WSO & Inbound Marketing
• Section 5: WSO Recommendations
• Section 6: Q&A’s
Section 1: Credentials
Who is Luke Carter?
• Head of Search at Manheim Retail Services and has been
with Manheim since June 2008, providing Search Engine
Marketing
• Extensive Media Agency experience with Carat (previously
known as MediaVest – part of StarCom), Latitude and
Quba New Media.
• Over 12 years experience of successfully delivering multi-
channel online marketing solutions which includes SEO,
PPC – and during the evolution of online marketing –
advanced Search Engine Marketing, Digital, Display, affiliate,
mobile and social media marketing.
• I have delivered successful SEO, PPC, Display, Affiliate and
Social Media campaigns across the following industries;
• Automotive.
• Mobile
• Travel.
• Healthcare
• Gambling.
• Music.
• Insurance
• Furniture.
• Legal
• Pharmaceutical.
• Finance
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Clients Luke Carter has delivered campaigns for…
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Section 2: The New World of Google Panda & Penguin
SEO in 2013
What is Panda?
• Google’s Panda algorithm is totally geared towards managing the human
point of view, not a machine’s or websites.
• Google Quality Raters now look at websites with ‘human eyes’ and see the
obvious.
• Panda is a site-wide penalty, not a page penalty.
• If a certain percentage of website pages fall below Panda’s quality algorithm,
then the whole site suffers.
• Fix enough of these pages and the site may recover.
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• Quality of the content
• Uniqueness of the site
• Content/advertisements
ratio/social signals
• Trust/authority/relevance
• User data (Analytics)
• Load Times
• Bounce rate
• Time spent on the site
• Social signals
What Does Panda Look At?
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Panda – The Impact on Websites
• Traditional SEO best practices will still need to be applied.
• However, the primary shift has moved to a new and different approach -
Web Strategy Optimisation (WSO)
• WSO thinks much more about;
– What is the experience of the visitor on a website?
– Is the site really helping the visitor to cover all the questions and
concerns they may have?
– Is it creating a brand that people are going to find affinity with, share and
reward with trust?
– What can the site do to leave the user feeling that the website is
authoritative?
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# Domain Percentage
1 twitter.com 8.48%
2 youtube.com 5.99%
3 bbc.co.uk 1.37%
4 wikipedia.org 0.30%
5 google.com 3.42%
6 telegraph.co.uk 2.46%
7 guardian.co.uk 1.43%
8 microsoft.com 6.49%
9 mega.co.uk 3545.07%
10 imdb.com 0.69%
11 thestudentroom.co.uk 20.31%
12 talktalk.net 334.75%
13 ryanair.com 35.07%
14 indeed.co.uk 9.09%
15 tamebay.com 93.40%
16 google.co.uk 2.46%
17 dialaphone.co.uk 22.78%
18 residentadvisor.net 92.10%
19 yobt.com 229.22%
20 youtube-mp3.org 15.18%
21 altavista.com 153.20%
22 skyscanner.net 5.91%
23 thesun.co.uk 3.73%
24 linkedin.com 3.73%
25 custhelp.com 14.82%
# Domain Percentage
26 digitalspy.co.uk 3.80%
27 blackberry.com 6.71%
28 uggaustralia.co.uk 87.23%
29 ebookers.com 14.78%
30 studentfinanceni.co.uk 363.99%
31 uefa.com 21.73%
32 android.com 5.05%
33 cbeebies.com 137.81%
34 siteslike.com 16.52%
35 pocket-lint.com 7.09%
36 plentyoffish.com 38.11%
37 livedepartureboards.co.uk 1130.30%
38 debenhams.com 5.65%
39 myspace.com 1.10%
40 x hamster.com 7.36%
41 qype.co.uk 5.77%
42 last.fm 1.57%
43 thepiratebay.se 8.99%
44 awin1.com 50.40%
45 next.co.uk 4.99%
46 metcheck.com 12.08%
47 tesco-careers.com 37.01%
48 fanpop.com 14.59%
49 ticketmaster.co.uk 3.40%
50 johnlewispartnership.co.uk 101.86%
Panda – Top Winners
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# Domain Percentage
1 amazon.com -53.21%
2 live.com -9.96%
3 apple.com -2.06%
4 kibagames.com -60.28%
5 games1.com -90.18%
6 lastminute.com -8.88%
7 vouchercodes.co.uk -8.45%
8 yahoo.com -0.90%
9 msn.com -3.14%
10 facebook.com -0.86%
11 hotukdeals.com -7.84%
12 blogspot.com -1.98%
13 alexa.com -10.07%
14 moneysupermarket.com -3.34%
15 halifax.co.uk -13.26%
16 uswitch.com -11.52%
17 holidayextras.co.uk -25.61%
18 republic.co.uk -20.51%
19 myvouchercodes.co.uk -4.55%
20 thepiratebay.org -29.32%
21 jobisjob.co.uk -12.89%
22 torrentfreak.com -21.69%
23 hotmail.com -2.79%
24 uggaustralia.com -68.85%
25 multimap.com -32.98%
# Domain Percentage
26 fantasti.cc -64.88%
27 theregister.co.uk -6.71%
28 gonzo x x x movies.com -33.82%
29 btjunkie.org -69.25%
30 sharaget.com -57.13%
31 econym.org.uk -55.69%
32 metrolyrics.com -3.02%
33 skysports.com -2.55%
34 quidco.com -9.38%
35 cnet.co.uk -4.82%
36 which.co.uk -4.15%
37 ask.com -4.08%
38 allinlondon.co.uk -8.58%
39 moneysavingexpert.com -1.39%
40 vponsale.co.uk -33.57%
41 comparemymobile.com -55.60%
42 track-ip.com -28.51%
43 softonic.com -3.73%
44 lse.co.uk -10.03%
45 oanda.com -25.75%
46 clothingattesco.com -21.34%
47 trustpilot.co.uk -7.60%
48 independent.co.uk -2.29%
49 officiallondontheatre.co.uk -58.70%
50 go.com -2.98%
Panda – Top Losers
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Section 3: Google Penguin
Google Penguin is an over-optimisation that targets websites using “aggressive
web spam tactics”
• This is an ‘over-optimisation penalty’ affecting;
– Keyword stuffing
– Low quality article marketing and blog spam.
– Overuse of exact match anchor text.
– Overuse of exact match domains.
– Link schemes.
– Unnatural link profiles.
Google Penguin Overview
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• Google Penguin is making link building harder.
• “links are creaky, outdated signals that have increasingly been harder and harder for the search engines to depend on.” Danny Sullivan. Search Engine Land
Google Penguin Links
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• Social signals have to be
measured by Google to assess a
sites authority
Google Penguin – Social Signals
Section 4: Web Strategy Optimisation (WSO)
WSO – The New Face of SEO
• Website optimisation is now being shaped by;
– The rapid escalation in the importance of social media and its symbiotic
relationship with online content and inter-locking communications.
• As a result, SEO is becoming more about Web Strategy Optimisation
(WSO).
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How Consumer Use the Internet
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14% Blog
38% Forum
2% General
6% News
31% Twitter
5% Video
5% Facebook
Conversation Analysis
Consumers prefer to discuss cars in depth,
making forums the most common platform for
auto conversation
7,582,956 Auto Mentions
Data Source: The Automotive Sector 2012. Data Period; Nov 2011 – May 2012
Automotive Conversations – Key Insights
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38% 58% of auto conversations
on forums are purchase driven
Conversation Analysis
Top forums for automotive conversation are generally
car-specific
7,582,956 Auto Mentions
Data Source: The Automotive Sector 2012. Data Period; Nov 2011 – May 2012
14% 16% of auto conversations
on forums are purchase driven
Automotive Conversations – Key Insights
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Section 5: WSO Recommendations
• Develop ‘real content’ which is designed to provide value to the
experience of the visitor and builds and replaces web traditional 2.0 back
links, which Google’s Penguin algorithm no longer deems as valuable.
• Generating real content delivers real social signal shares, likes, follows and
comments which deliver valuable non-counterfeit content which builds a
stronger, Google friendly Inbound Marketing strategy.
WSO – Strategy & Recommendations
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• Introduce Google Panda & Penguin friendly Inbound Marketing using a
Core Content Model Strategy.
• Promote real content around model range and model;
– Benefits of owning.
– Features.
– Consumer response.
– Model comparison data.
WSO – Strategy & Recommendations
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INBOUND
MARKETING GOOGLE’S SWEET
SPOT
TECHNICAL
SEO CONTENT MARKETING
SOCIAL
MEDIA
WSO – Inbound Marketing
WSO – Consumer Generated Content
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WSO – Inbound Marketing & Real Unique Content
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Google Authorship
WSO - Inbound Marketing & Search Results
Section : Q&A’s
This all sounds great, but I need to know more!
If you need further information, or feel you need help
with your SEO;
Call: 01625 300014
Email: [email protected]
@ManheimRetail
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