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A brief history of SEO
Alternative title: ‘Why your ranking probably sucks’
The Glory Days Past
• Link building software• Spun articles• Article directories• Thin sites• Spam your way to the top
Release The Algorithms!
• Farmer• Panda• Penguin• Hummingbird
Bad news for SEOs?• Loss of ranking• Good people/businesses
hurt• An attempt by Google to
push for quality
• Create chaos and fear to control SEO
Rise of the Machines
• Smarter search started emphasizing – Location– Language – Intent
– Machine learning to generate/refine SERPs
Machines dictate results
• Google’s algorithm is teaching itself and learning as it goes.
• The future of SEO looks like your analytics variables (CTR, bounce, engagement, etc)
What is a SEO to do?• Stick with good onpage SEO• Don’t be afraid of link building • Make it your goal to get visitor engagement
– Titles/Meta descriptions pique interest– Web design– Super-fast site loads– Fresh, good content– Drives visitors deeper into the site– Brand building and loyalty
But wait, there’s more…
• Aim for thorough content• A site/page about fitness that doesn’t
mention ‘diet’ or ‘calories’ probably isn’t very informative, since most other sites/pages about this topic almost always mention these terms.
• Social matters (some correlation between position and social signals)
In a nutshell• Aim to outdo your
competitors by orders of magnitude.
• Sloppy, inconsistent, unshared sites/content are rarely leaders in the SERPs
• Be the answer that visitors are searching for
• If you’re a SEO, deepen client’s content
• Think ‘interaction’ rather than ‘links’