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Ticket Summit® is the leading ticket conference and trade show for live entertainment professionals. Conference attendees include producers, promoters, box office managers, ticket distributors, technology companies, and many more. I joined Ben Kirshner (President of Elite SEM), and Joseph Apfelbaum (CEO of Ajax Union) at the Search Engine Marketing panel discussion where we provided strategies to help companies successfully remarket to their customers, build their consumer base, and boost their bottom line.
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© 2012 Mike Moran Group LLC
Mike Moran
www.mikemoran.com
Google’s “Panda” Ranking Algorithm Update:
What It Means to You
Mike Moran
Chief Strategist, Converseon
Mike Moran
© 2011 Mike Moran
So what’s Google Panda?
A new release of the Google search ranking algorithm
It was born almost a year ago
But it just keeps growingin importance
Every few months, itchanges
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Mike Moran
© 2011 Mike Moran
The search ranking algorithm decides who’s first
Panda does not affect paid search results
It helps decide the #1 organic result
Some will do anything
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89% of clicks on page 1
Mike Moran
© 2011 Mike Moran
Black Hat SEO experts fool everybody
They fool Google
They fool searchers
They are extremely smartand hardworking
If it works for you,good luck
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Mike Moran
© 2011 Mike Moran
It’s not just about spamming
Most of you don’t practice real black hat SEO
But you don’t win by examining the terms of service like a legal document
You see what works forall three parties
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Google Searchers
You
Mike Moran
© 2011 Mike Moran
Some people reverse engineer the algorithm
Google wants the keywords on the page
Google wants the keywords in the title
Google wants links to the site
What Google really wantsis high quality search results
for the searchers
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Mike Moran
© 2011 Mike Moran
Panda adds a new factor to the ranking algorithm
Human beings rate a small subset of search results: Nice design? Speedy response? Quality content? Would you return?
Sites that people like getbumped higher in ranking
The sites they don’t likeare shoved down
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Mike Moran
© 2011 Mike Moran
Machine learning scales the human ratings
Even Google can’t afford human ratings for every page for every search
So, it looks for patterns—common features
If your site looks like thelow-rated sites, your sitegets ranked lower
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Mike Moran
© 2011 Mike Moran
What does it mean to “look like” low quality?
Machine learning detects patterns in what pages look like based on “features”
What could the features be?
The length of the title tag
The ratio of words to pictures
The commonality of runs of words
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Mike Moran
© 2011 Mike Moran
What is the practical effect of Panda?
Sites that ranked highly with the old algorithm have been affected
If your site was great for search engines, butnot for actual people, time to up your game
Who seemed to get hit? “Content farms” and screen-scrapers
Older content
Sites loaded with ads
Vertical search sites—but not Google sites!
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Mike Moran
© 2011 Mike Moran
That wasn’t just bad luck
Tactics that help everyone get rewarded
Tactics that help only you don’t
Maybe you should stick to what will work long-term
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Google Searchers
You
Mike Moran
© 2011 Mike Moran
Should you only be looking at rankings?
Many sites that lamented their loss of traffic actually didn’t lose any sales
Google might be improving its ability to send qualified leads to your site
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Mike Moran
© 2011 Mike Moran
Is Panda over? The world has now stabilized?
Google will continue to roll out algorithm changes based on:
Panda feature changes and human rating changes
Google +1 button ratings
Other content quality assessments,including social media activity
If Panda is working (and Google seems to be committed to it), expect Microsoft and other engines to follow
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Mike Moran
© 2011 Mike Moran
Don’t be a good scout. Be good at business.
You’re not trying out for sainthood
Do it because it works
It’s less risky, easier to do, and has fewer ups and downs
Focus on a quality searcher experience, and successwill follow
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Google Searchers
You
Mike Moran
© 2011 Mike Moran
Thank you!
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www.converseon.com
www.mikemoran.com