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Post-Penguin SEO Strategiesfor Google Success
Mike Turner
Director of Business Development
8/27/2013
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Frequently Asked Questions (FAQs)
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AboutWebmarketing123
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Search Engine Optimization
Paid Search / Display Advertising
Social Media
Website Design
International Expansion
Custom Measurement and Attribution
Our Services
Since 2004, we’ve employed a
metrics-based approach to
converting online visibility into
measurable business results
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Our approach is built on data-driven strategy and efficient execution.
Each campaign includes:
Business Research + Strategy
Custom Scorecard Tracking
Attribution + Data-driven Optimizations
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Fast Growing.Award Winning.
Top 10 of Bay Area’s 100
Fastest Growing Companies
Top 500 Fastest Growing
Private US Companies
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We are experts at growing revenue for our clients.
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Let’s go back to fundamentals.
1. Business objective
2. Business metric
3. SEO metric
Grow online revenue.
30% increase in number of monthly proposals.
100% annual increase in conversions from non-
branded search terms.
First, why do we do SEO?
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Because it generates quantifiable revenue.
Keywords Monthly Search Volume
Resource management 673,000
Portfolio management 207,000
Project management software 59,200
It governance 27,600
Software project management 15,700
Project management tools 14,800
It project management 12,100
Project management office 8,700
Project portfolio management 6,600
Total Monthly Searches 1,024,700
Monthly Cost of Not Ranking on these Keywords
Click Through Rate
(7%, page 1 average)71,729 new website visitors
Visitor to Lead Rate
(1-3%, B2B average)1,793 new leads
Raw Lead to Qualified Rate
(15%)269 new qualified leads
Lead to Sale Rate
(10%)27 new deals
Average sale price $100,000
$2,700,000 monthly revenue
Annual Cost of Not Ranking $32,400,000 annual revenue
A simple calculation can inform you how much revenue you’re
missing by not ranking for all top keywords:
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And you can evaluate success in
terms of revenue
B2B Revenue from SEO Report:
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What you guys care about
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Marketing Challenges You Face
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Now that you understand the value of revenue-driven SEO…
Let’s talk Algorithms.
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Google’s ultimate goal is to match the
end-user with the most high quality
content that is relevant to their search.
Which is why they update their
algorithm 500+ times per year
When’s the last time you updated your SEO strategy?
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“SEO isn't search engine optimization anymore.
It is now search experienceoptimization.”
- Matt Cutts, Google, May, 2013
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History of Most Influential Algorithm Updates
Infographic by Backlink Build
DEVALUED THIN CONTENT
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Before we dive into Penguin, let’s mull on Panda for a moment…and the role of content in SEO.
"This (Panda) update is designed to reduce rankings for low quality sites—
sites that copy content from other websites or sites that are just not very useful.
At the same time, it will provide better rankings for high quality sites—sites
with original content and information such as research, in-depth reports,
thoughtful analysis and so on."
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"Content marketing is the umbrella of all techniques that are used to generate traffic, leads, online visibility, and brand awareness/fidelity."
- Quora (found via Ann Smarty and Authority Labs)
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80 percent of SEOs think they should
be working “more” or “much more” closely with writers and marketing team members…
to ensure all branded contain is optimized for
maximum search visibility.
(MarketingProfs 2013 B2B Marketing Report)Have you built SEO into your
content marketing strategy?
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Content Plan of Attack - Example keyword mapping doc:
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Although content is absolutely critical, it
is simply one of many factors.
What about the other things that
Penguin is intended to control?
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- Matt Cutts, Google, May, 2013
“Penguin 2.0 is specifically going to target black hat spam, but
will be a significantly larger impact on spam than the original
Penguin and subsequent Penguin updates have had…”
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Examples of Spammy Links
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Track Your Links!!!!
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Beyond Content:
Check these off your Penguin Update Check-list
1. Titles and DescriptionsKnow what these mean and write them properly. Don't have duplicates, too long or over-optimized tags.
2. Anchor TextIs your anchor text over-optimized with keywords? Are you using keywords when domain names should be used? What is the natural way someone would link to your site? This counts with inbound links as well as internally. Beware of over-optimized and overused keyword anchor text.
3. Links – Inbound & OutboundRun a link check. How do your inbound links look? The threshold for spammy links was about 80 percent, it is now down to about 50 percent. That means 50 percent questionable links can keep your site or a page out of the index.
Know your link profile.Check Webmaster Tools and look for Red Flags.
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Analyzing your Linking Profile
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TIP: Garner quality links fast by capitalizing on brand mentions
- Set-up “Google Alerts” to know when your brand is
mentioned on another site.
- Then, reach out to that site and request quality back-links.
- That additional quality link will boost your SEO.
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Beyond Content:
Check these off your Penguin Update Check-list
1. Page SpeedFor Google, faster loading sites lower the load on Google's end. Check your site using a Page Speed tool and get it above a 90 percent. That seems to be the magic threshold for most.
2. RedirectsGet a tool like Screaming Frog and check your site pages for redirects then make sure those redirected pages have a 301 permanent redirect, which tells Google the page has permanently moved
3. Over-Optimization on Non-Content ItemsThis is where someone either adds a keyword to every (or almost every) word to try to rank for the term or where someone adds an overabundance of header or footer links to "help" a site position for known keywords. This won't help and is likely to give the site a penalty.
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4. Over-Optimization on Non-Content ItemsThis is where someone either adds a keyword to every (or almost every) word to try to rank for the term or where someone adds an overabundance of header or footer links to "help" a site position for known keywords. This won't help and is likely to give the site a penalty.
5. Alt AttributesHow are you using the alt attribute on your images? Don't stuff keywords into this text. Using good alt text, especially when images are replacing text in links, can be very good for a site. In fact, Google will treat this alt text as actual text in these cases.
6. Ad IssuesGoogle doesn't like it when a site seems to only be there to support the ads on it, so an overabundance of above the fold ads can cause the site to receive a penalty.What is too much? Google is a little obtuse about this, but find out what is above the fold for your screen size (not your screen, but the site screen size), then hold up a post it note, if it takes up more space than the note, it is probably too large.
Beyond Content:
Check these off your Penguin Update Check-list
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Beyond Content:
Check these off your Penguin Update Check-list
7. Crawl IssuesWhen is the last time you got into your Webmaster Tools and checked how your crawls were going? How is your crawl rate? Are the spiders having any crawl issues?We once had a client who had 28k crawl errors. These will affect your site strength and authority with the "No One Is Home" devaluations.
8. Malware or Rogue SitesFor the most part, we're fortunate that Google will email us and tell you that you have malware on your site – but be careful: this isn't always the case. Periodically you want to do a search for your site, see if you trigger malware warnings in a site search or mobile, then check your analytics to make sure no one is running anything on your site like say a rogue Viagra site.
Not only can these sites be doing things on your site that could be causing you "hack" issues, but also sending links to their pages on your site causing your link profile to be damaged.
What Else?Authorship, Structured Data, URL construction and more….
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TIP: Leverage Schema.org for Rich snippets and improve SERP CTR
• Reviews
• People
• Products
• Businesses & organizations
• Recipes
• Events
• Music
OVERVIEWTIP: Diversified, quality content can be used for inbound linking
Press Releases &
Media Coverage
Relevant Industry
Directories
Social Media
Profiles
Online Forums (Quora,
etc.)
Guest Blog Posts
Content
Syndication
(whitepapers,
infographics)
Video
OVERVIEWTIP: Disavow Links Tool
If you were penalized, get familiar with “Disavow Tool” –
Disavow bad ones, but have a plan to replace with
relevant ones! (Use a spreadsheet, Identify which are
relevant and which aren’t)
Some links do more bad than good.
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Our best tip of all?
Get a website and SEO program audit by experts who can help you get on the right path toward success.
You’ll get: Knowledge of where you rank in relation to
competitors
Insight into how much revenue opportunity is available from Search (we’ll do the research)
Actions you can take today to accelerate results from your inbound marketing campaigns
Give us: Your top keywords
2 or 3 top competitors
Your top objectives
Simply email [email protected] or call 800.619.157
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Thanks!
Mike Turner
Director of Business Development
Simply email [email protected] or call 800.619.1570
To set-up a consultation with Mike or one of our experts