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SEO 2012 by Navneet Kaushal
The presentation by Navneet Kaushal, CEO of PageTraffic, highlights significant SEO trends and updates from 2011, including the impact of Google's Panda update, which penalized sites with poor content. It emphasizes the importance of structured data through schema.org, social search dynamics, and the necessity of optimizing for mobile search as usage continues to grow. The document serves as a comprehensive guide on adapting SEO strategies in response to evolving algorithms and user behavior.
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SEO 2012 by Navneet Kaushal
- 1. SEO In 2012A presentation by Navneet Kaushal, CEO PageTraffic
- 2. About PageTraffic Foundedin 2002 More than 700 clients 80 member strong team Offices in New Delhi, Mumbai, London & Chicago Specializes in SEO, SMO, PPC & Web Development
- 3. Audience Poll Howmany of you: Are SEOs? Are Marketers? Are Webmasters? Have a different role?
- 4. What do youthink were the biggest SEO trends in 2011?
- 5. Summing Up 2011Google Algorithm Updates : Panda Update Domain Level / Branding : Social signals at Page Level Technical / Conversion / Usability : Site load time, microformats / rich snippets Google Analytics tracking updates Schema.org Rise of Social Search
- 6. Google Algorithm Updates: Panda Update
- 7. The Panda/Farmer UpdateOnly good content can save Biggest Google update 6-9% of queries impacted: Google Content aggregator sites hit worst
- 8. Major Google AlgorithmUpdates Panda 1.0 - February 23, 2011 Panda 2.0 - April 11, 2011 Panda Goes Global (2.4) - August 12, 2011 Panda "Flux" - October 5, 2011
- 9. What is Panda?Panda – “Auto Penalty“ or “Auto Quality Rating“ Before: Analytics-supported (manual) quality rating and (time-limited) penalties After: Permanent quality assessment during crawling/indexing – permanent pressure on keyword positions Permanent algorithm improvements
- 10. Type Of SitesHit Hardest
- 11. Google Panda Sitesthat got hit:
- 12. Google Panda Sitesthat got hit:
- 13. Google Panda Sitesthat got hit:
- 14. Google Panda Sitesthat got hit:
- 15. Google Panda Sitesthat got hit:
- 16. Google Panda Sitesthat got hit: Had poor content Had links from sites that got hit Were over affiliated Were poor for the user
- 17. Panda HitGoogle Guidelines on Quality content at http://bit.ly/pandatips Quality Content Matters
- 18. What is stillimportant? ON PAGE Good title tags, headings, unique content Good site structure in coding & speed Good on page linkage
- 19. OFF PAGE Rankingalgorithm still heavily weighted to links. Link landscapes and link profiling changing. Plenty of keyword ranking penalties being handed out for overcooking.
- 20.
- 21.
- 22. Schema.org – What’sthat? Promises to be a game changer A structured data markup schema that works with HTML5 code Structures data so that machines/bots can easily parse specific information Supported by Google, Yahoo and Bing
- 23. Schema.org – Howit affects SEO Remember Rich Snippets of Google Search in 2009?
- 24. Schema.org – Howit affects the Site Owner Normalization of markup vocabulary. All search engines will use the same markup. Provide attributes for sections of a web page Pages with structured data will be more visible on SERPs More power to publishers who can push specific data Moving to Schema.org is not an alternative, it’s the only way
- 25.
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- 27. Social Search Site
- 28. The Changing SERPComposition Site PDF File Linkedin Twitter Facebook
- 29. Site Tweets HelpYou Rank Higher Just 15 tweets helped this blog post get into top 10 within 2 days
- 30. Site Brand DominationIn Search Engines Social media makes it easy to dominate your brand name search as Twitter, Facebook, Flickr, Youtube videos appear in a cluster on page 1.
- 31. Site Social ReferencesIn Organic Search If you log in to your Google Account and search, you will see which results have been recommended by your social connections.
- 32. Site The Riseof Personalized Search One of the results from my social contact moves up after logging in Before logging in After logging in
- 33. What can besearched, Should be optimized!
- 34.
- 35. Google +1 90%of consumers online trust recommendations from people they know. 71% take reviews from family members and friends influence decisions.
- 36. Google +1: Howto get more? With Webmaster Tools and Google Analytics, users can see search activity across a site with the +1 button. They can see the search impact , change in CTR with +1 and also prove the value of the button to their colleagues. Furthermore, they get anonymized user data. Where to put the +1 button on the page- On product categories, on articles, wherever they can be easy to spread around.
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- 38. HOW TO USEGOOGLE PLUS FOR SEO OPTIMIZING YOUR GOOGLE PLUS PROFILE FOR SELF-BRANDING BENEFITS Google has compiled this listing from a combination of following details on Matt’s G Plus profile: Where Matt currently lives. His occupation. His current employer. His introduction. The listing also includes an image of Matt Cutts which he uses as Google Plus profile picture.
- 39. HOW TO USEGOOGLE PLUS FOR SEO USING YOUR GOOGLE PLUS PROFILE AND THE REL=AUTHOR TAG FOR SEO BENEFITS
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- 41. Mobile search: arewe there yet? Mobile search has grown five-fold worldwide in the past two years Mobile searches take place at a different time than desktop search – spike during lunchtime On Mother’s Day, 33% searches for “flowers” were from mobile devices 50% of mobile queries are local in nature
- 42. Mobile Search: Approximately15% of ALL Searches
- 43. Most Visited MobileWebsite
- 44.
- 45. Mobile search: theuser behavior *Data released by Google 15% of searches are related to “Consumer Electronics” More than 29% of searches are related to “Restaurants” More than 16% of searches are related to “Auto” 70% of task completion happens within one hour on mobile sites
- 46. Mobile search: ThePerformics study Brand interaction using mobile search 84% Look for local retailer information (phone, address, hours) 82% 73% Find online retailers Find a specific manufacturer or product Website
- 47. Mobile search: ThePerformics study Brand interaction using mobile search 71% Learn about a product or service after seeing an ad 68% 63% Find the best price for a product or service Search before purchasing offline in a store or from a catalog
- 48. Mobile search in2012 What it means for your site Google introduces click-to-call and GPS search for mobiles Building a mobile friendly website is no longer a matter of choice
- 49. Summary PageTraffic NavneetKaushal, CEO Email: [email_address] Twitter: navneetkaushal
Editor's Notes
- #8Â Notes: Biggest Google update update affected 11.8% of Google search results in the US Large article directories and content aggregator sites hit, e.g. ezinearticles.com, suite101.com, hubpages.com, buzzle.com, associatedcontent.com.
- #21 Notes: In case some of you are still unclear about an effective strategy, I will recount what we advised our clients at the time. No.3: Google has clearly stated that “low quality content on part of a site can impact a site’s ranking as a whole.” The idea here is to have your own original content, be it in the form of text, videos, images or resources etc. Signals: Many suspect that Google is using signals, such as bounce rates, click through rates, user behavior and time spent on the site etc to estimate a site’s worth. If this is true it will dramatically change things. You can be an early adopter.
- #23 Notes: Example: “This computer mouse has the price $29.99,” “ This recipe takes 15 minutes to prepare.”
- #24Â Notes: Google, especially, has supported more and more structured data types, including various microformats, RDFa, and the product vocabulary GoodRelations . This has improved search results
- #25 Notes: Incentive for webmasters to invest in structured mark up is now bigger as previously bing and google used different mark up standards Google says - “ it’s OK to use the new schema.org markup or continue to use existing microformats or RDFa markup, you should avoid mixing the formats together on the same web page, as this can confuse our parsers.” Call to adopt Schema and drop RDFa
- #39Â The following image is a screen grab of how the Google Plus profile of Matt Cutts, the head of the Google web spam team, appears within the search results. Updating this information within your own Google Plus account only takes about two minutes and allows you to control exactly what information appears within the search results when your Google Plus profile listing is displayed.
- #46 Notes: A new ad format by Google shows product information, in addition to local inventory so the user can see what nearby store has the product in-stock. 70% of task completion happens within one hour on mobile sites, meaning that if you search for a restaurant, you’ll likely eat at that restaurant within the hour.