Why & How SEO has Changed #InboundLearning

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How to Transform Your SEO Strategy

10/16

10/23 How You Can Optimize Your Website

Why and How SEO has Changed

10/30 How to Improve Your Authority Online

Mark Kilens

@MarkKilens

Sarah Bedrick Inbound Marketing Professor

@sbedrick

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AGENDA

What has changed in SEO

Recent Google changes

How to respond to the changes

Webinar tasks

Why SEO has changed

WHY SEO HAS

CHANGED 1

Internet is the largest source of data

Millions of new website pages

are being added every week

92% of online users first use

search engines to look for

services and products.

HubSpot’s State of Inbound Marketing 2012

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Search engines must…

Crawl every page on the Internet

Understand & then index it correctly

Serve it up at the right time

We already know this.

Since there is more information than

ever...

is always being completely

transformed

SEO

The world of SEO was once

considered easy

Always a black box

People just got good at

figuring it out

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What SEO once was…

Create a page & rank

Include meta keywords & rank

Include keywords & rank

Create inbound links & rank

But, people began to overdo it.

But, people began to overdo it.

And they began to abuse Google

Over-abuse examples:

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Bait and switch with keywords

Include meta keywords & rank

Inbound links from link farms, or lesser quality websites

Over-optimization of website pages

Over-abuse examples:

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Bait and switch with keywords

Include meta keywords & rank

Inbound links from link farms, or lesser quality websites

Over-optimization of website pages

Also known as black hat SEO.

Black hat: anything suspicious or unnatural

How many of you have seen this?

It’s referencing this over-abuse:

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Bait and switch with keywords

Include meta keywords & rank

Inbound links from link farms, or lesser quality websites

Over-optimization of website pages

So yes, bad SEO is dead.

is always being completely

transformed

SEO

2 WHAT HAS

CHANGED

Google’s Algorithm

It has a lot of moving parts…

It has a lot of moving parts…

…many of which we already

know

Add keywords to a few key places

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KEYWORDS IN

BODY TEXT

KEYWORDS IN

ALT ATTRIBUTE

KEYWORDS IN

BLOG TITLE

KEYWORDS IN

FILENAME

“Blog-Writing-Tips.png”

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Add keywords to blog title 1.

2. Naturally throughout the body

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3.

Image file name (e.g. “better-

segmentation-for-email.png”)

Image ALT tag

Like where to add our keywords

on a page

Search engines don’t buy your services/products, consumers do.

We’re on the brink of an

incredible shift

“We’re trying to level the playing field”

@MattCutts,

Head of Google Web Spam

#InboundLearning

#InboundLearning

Matt Cutts,

Head of Google Web Spam

“Focus on the end user”

Their message: Focus on the user.

BUT, it’s mainly referencing this:

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Prevalence & value of social

More integrated with user experience (UX)

Importance of branding

3 RECENT GOOGLE

CHANGES

Data was gathered from multiple

credible SEO sources.

Google’s Most Recent Changes

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Penguin Update #3: October 5th, 2012

August/September 65-Pack – October 4th, 2012

Exact Match Domain Update – Sep 27th, 2012

Panda #20 - Sep 27th, 2012

“There were 525 algorithm changes

launched in 2011.” Amit Singhal, Google Fellow

#InboundLearning

Matt Cutts,

Head of Google Web Spam

“Focus on the end user”

4 HOW TO

RESPOND TO

THE CHANGES

SEO

SEO

CEO (Customer Experience Optimization)

CEO (Customer Experience Optimization)

CEO (Customer Experience Optimization)

Quality

Content

CEO (Customer Experience Optimization)

Quality

Content

Quality

Website

CEO (Customer Experience Optimization)

Quality

Content

Quality

Website

Great UX

CEO (Customer Experience Optimization)

Quality

Content

Quality

Website

Great UX

Inbound

links

CEO (Customer Experience Optimization)

Quality

Content

Quality

Website

Great UX

Inbound

links

Social

Sharing

CEO (Customer Experience Optimization)

Quality

Content

Quality

Website

Great UX

Inbound

links

Social

Sharing

Are you providing

value?

Create a world-class website

experience.

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Creating a world-class website

Great content

Create a great user experience

Make sharing of your content simple

Build up your brand identity

Optimize the content

1. Great content

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Make great content

Content targeted at your buyer personas

Make it consistent

Make it easy-to-digest

Be educational & valuable

2. Great user experience

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Create a great user-experience

Create great content

Make it easy to find relevant content – like above the fold

Provide next logical step

Remove superfluous information/friction

3. Make sharing simple

Social sharing on blog posts

Social sharing anywhere relevant

4. Build your brand identity

Brand recognition didn’t happen overnight for Coca Cola, Disney,

Apple or Macy’s

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KEYWORDS IN

BODY TEXT

KEYWORDS IN

ALT ATTRIBUTE

KEYWORDS IN

BLOG TITLE

KEYWORDS IN

FILENAME

“Blog-Writing-Tips.png”

2

Add keywords to blog title 1.

2. Naturally throughout the body

4.

3.

Image file name (e.g. “better-

segmentation-for-email.png”)

Image ALT tag

Optimize your content

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1

KEYWORDS IN

BODY TEXT

KEYWORDS IN

ALT ATTRIBUTE

KEYWORDS IN

BLOG TITLE

KEYWORDS IN

FILENAME

“Blog-Writing-Tips.png”

2

Add keywords to blog title or

page title

1.

Include your keywords in a few key places:

Sample page title for website page:

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1

KEYWORDS IN

BODY TEXT

KEYWORDS IN

ALT ATTRIBUTE

KEYWORDS IN

BLOG TITLE

KEYWORDS IN

FILENAME

“Blog-Writing-Tips.png”

2

Add keywords to page title or

blog title

1.

2. Naturally throughout the body

Include your keywords in a few key places:

4

3

1

KEYWORDS IN

BODY TEXT

KEYWORDS IN

ALT ATTRIBUTE

KEYWORDS IN

BLOG TITLE

KEYWORDS IN

FILENAME

“Blog-Writing-Tips.png”

2

Add keywords to page title or

blog title

1.

2. Naturally throughout the body

4.

3.

Image file name (e.g. “better-

segmentation-for-email.png”)

Image ALT tag

Include your keywords in a few key places:

4

3

1

KEYWORDS IN

BODY TEXT

KEYWORDS IN

ALT ATTRIBUTE

KEYWORDS IN

BLOG TITLE

KEYWORDS IN

FILENAME

“Blog-Writing-Tips.png”

2

Add keywords to page title or

blog title

1.

2. Naturally throughout the body

4.

3.

Image file name (e.g. “better-

segmentation-for-email.png”)

Image ALT tag

Include your keywords in a few key places:

What is this page’s purpose?

What about this page?

And what about this page?

And what about this page?

What about this?

Create a world-class website

experience.

5 WEBINAR

TASKS

Webinar Tasks

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3 Always be making changes to better the customer experience

Audit your pages to make sure they provide value & the next logical steps

Read through the webinar resources to learn more about the changes

Webinar Resources

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Building the search engine of the future,

one baby step at a time

Google & YouTube Make Algorithm Updates

Google Algorithm Change History

4 Where is SEO Going in 2013?

QUESTIONS?

HubSpot Resources

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