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Getting some Google loving (…first thing in the morning). Evan Cunningham Dunlop | Managing Director. Who are you?. Who am I?. Acknowledgements. My First Site – Pure Awesome!. Click Here!!. What is SEO?. - PowerPoint PPT Presentation
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Getting some Google loving(…first thing in the morning)
Evan Cunningham Dunlop | Managing Director
Who are you?
Who am I?
Acknowledgements
My First Site – Pure Awesome!
Click Here!!
What is SEO?
“The process of optimising both the on-site and off-site factors of a website to maximise the amount of traffic delivered through the organic search engine medium.”
Source: techchunks.com
Why do SEO?
Source: seobook.com
Click through rates according to AOL’s Leaked Search Data from 2006
Source: seoresearcher.com
Click through rates according to Cornell University Data
Source: enquiro.com
The Game has Changed
Historical ‘Major’ Updates
(total updates = ~500 per year)
Florida, November 2003
Universal Search, May 2007
Vince, February 2009
Nofollow, June 2009
Caffeine, August 2009
Adwords Sitelinks, November 2009
Instant, September 2010
Not provided, October 2011
Knowledge graph, May 2012
EMD, September 27 2012
www.keyword.com
Plus more…
Google Panda, February 23 2011
Demand Media was Created in 2006. At the end of the first day of trading after the IPO in January 2011, the stock was at $22.65 a share, which gave the company a market capitalization of $1.78 billion.
“Christian Muñoz-Donoso is going to make this job pay, he’s got to move quickly. He has a list of 10 videos to shoot on this warm June morning, for which he’ll earn just $200.”
Wired, November 2009
“How to wash a car”1.) Buy car washing equipment.2.) Wash your car thoroughly.3.) Be very careful.4.) Enjoy your clean car.
The Panda Impact
ehow.com
ezinearticles.com
associatedcontent.com
Google Penguin, April 24 2012
The Penguin Problem
Links
Anchor text
Super-power
Sometimes less than pretty results
The Penguin Impact
songlyrics.com
Uh oh…
Success....?
Recoveries are possible…
?Repairing vs. Building
Burn and churn
…and burn
Top 10 Things Not To Do
1. Don’t create high volumes of really crappy content
2. Don’t create high numbers of anchor text rich links
3. Don’t engage SEO services spruiked by overseas telemarketers
4. Don’t submit your site to heaps of really crappy directories
5. Don’t buy links from link networks, link farms, or link brokers
6. Don’t accidentally block your site from the search engines using
robots.txt
7. Don’t use dynamic parameters in your URLs, especially parameters
that look like search queries
8. Don’t spam, whether that be through automated blog
commenting, mass forum posting, hacking, or any “turn-key” link
building software
9. Don’t have a site that takes a long time to load
10. Don’t forget about the long tail
11. Don’t focus on traffic at the expense of conversions
Top 5 Strategic Tips
1. Understand the problem
2. Plan for algorithmic change
3. Plan for the future
Machine learning algorithm, VR, AR…
4. Diversify
5. Build great websites
Top 10 Action Items
1. Measure your performance
Google AnalyticsGoogle Webmaster Tools
Rank Tracker (seobook.com) / Authority Labs
2. Keyword research
Google Adwords Keyword ToolExact Match / Phrase Match
Local Australia
3. Create AMAZING content
4. Optimise your Title Tags
5. Optimise your Meta Descriptions
6. Develop a highly engaged and highly active social media following
7. Build solid gold links
Guest postingBranded anchor text
“Real world” relationships
8. Rel=canonical
9. Pubsubhubbub.appspot.com
10. XML & HTML Sitemaps
11. Educate yourself
Moz.com
Seobook.com
Searchengineland.com
12. Ask me anything
It’s an open goal
You’re in pole position
Questions?
Evan Cunningham Dunlop | Managing DirectorT +61 8 9388 8778
E [email protected] | W www.livingonline.com.au
Digital Advisory | Digital Marketing | Digital Management
