2

3

2011

Google Panda

2012

Google Penguin

2013

Google

Hummingbird

PandaChange: Focused on cleaning up

sites that have little to contribute to

the user. The content should be

original and useful.

Effect: Panda is a measure which

affects the whole website

PenguinChange: Aimed at reducing web spam.

Penalizes pages that make excess use of

repetitive or hard anchor texts and low quality

article domains, spam blogs and

keywordstuffing.

Effect: Loss of Keyword positioning level

• From quantity to quality

• Content strategy aimed at websites with traffic and value, avoiding

certain types of links

• Linkbait: companies that generate natural social links

Commercial

Random

Combination

pages

•

•

•

•

•

•

•

19

Google Guidelines for SEO (GOOGLE WEB MASTERS TOOLS)

•

•

•

•

•

•

42

OWNED

Corporate Content (brochure, shop,

web)

PAIDTraditionalMedia

EARNED

WOM

PressCoverage

Mobile (apps/games)

Website content

Email

Social (FB pages, blogs/

Twitter acts)

Media

Paid search

Display

Social (FB ads/

sponsored tweets)

Mobile (ads)

Email

Paid/Earned Media:Social media ads, shares,

likes,

Reputation management

Mobile ads, shares,reviews

Paid/Owned Media:Mobile ads, apps,

games

Social media ads,

Twitter content, blogs

Earned/Owned/Paid

MediaSocial (ads, blogs, shares,

sponsored content)

Mobile (apps, shares, ads)

Earned/Owned

Media:Social likes, shares,

retweets

Mobile ads, shares,

reviews

•

•

•

•

•

SEO

BLOG

SOCIAL MEDIA

EMAIL MARKETING

/DATA BASES

…

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