AN INTRODUCTION TO SEO:

PAST, PRESENT AND

FUTURE

Algorithmic Factors

• Google does not provide a recipe for its search algorithm.

• Nevertheless, there is a strong understanding around what ingredients are uses…

…if not the exact measurements.

• Saying that, this is possibly not the time and place to go through all 200!

• And this we can achieve by some focus on the macro…

AUTHORITY

• Are you a credible answer to the question the search phrase is begging?

• Are you better than the other credible answers available?

Authority

Technical

Content

Social

Links

How do I show my site is authoritative?

It is important here to stress, in the words of the author, Douglas Adams, “the fundamental interconnectedness of all things”.

• No single element alone will be enough to demonstrate your authority

• Furthermore the benefits of each areas are magnified significantly if you view the process of authority development as a holistic one.

• However, for the purposes of clarity, we look at these individually now.

Human Google

TechnicalDeveloping a site that keeps everyone happy

ContentDemonstrating Authorial Credibility

ContentBlogging

Social Media

Forums / Comment

Boards

VideoInfographics / Presentations

In page

White Papers

Press Releases

LinksExternal Validation

http://en.wikipedia.org/wiki/PageRank

• A global popularity contest vote.

• Main aim - accrual of link authority within one’s domain.

• Google assessed the cumulative authority that a domain collected as a result of the near infinite number of links criss-crossing the internet.

• Historically, it took little or no account for the broader relevancy of the link community, only the quantity.

• But Google recognised it had to block up the loopholes in this system…

• Enter the Penguin

LinksWaves of Penguins

• That’s 115,000,000 searches EVERY DAY.

• 50% of all SEOs affected by Penguin 2.0 within a month.

The Penguin updates are aimed at combatting the artificial influencing of Google rankings with manipulative link building.

• Penguin 1.0 – April 2012 3.1% English searches affected.

• Penguin 2.0 – May 2013 2.3% English searches affected.

• 2.3%? Is that all?

LinksWhat’s Google’s problem? - I

LinksWhat’s Google’s problem? - II

LinksWhat’s Google’s problem? - II

What to expect in 2014?

GOOGLE WILL GET BETTER AT ITS JOB

• Focus on the source of your authority – BRAND

• Links are not dead but the threshold for their value

will become more stringent.

• Similarly, the quality of content development plan

will be more and more important.

• Social Media, particularly G+, will grow as a factor

– direct and indirect – in algorithmic success

• Those who optimise for mobile will move ahead of

the pack.

How to do things differently?

• Develop your social media profile

Authority comes from the “the fundamental

interconnectedness of all things” – content begets links and

social engagement begets both

• Develop a Content Strategy

• Ensure your links have value and reflect a validation of

your authority from a relevant source

Join up the Silos to maximise your visible authority

• Write Quality Content

• Propagate it

• Social Media

• Other Websites

• Traditional Media

• Use your content to actively attract links

• Drive engagement through reciprocity

• Build relationships to actively push your content for

mentions/links