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The Balanced Approach to Successful Marketing (We make your phone ring!)
Google Panda & Penguin
2 of the biggest algorithm change in google history.
Panda: Feb 2011
Penguin: April, 2012
Google Pointers



Most Successful & Biggest Search Engine (72% + total Web users, 65%+ total Mail users via GMAIL)
Provides the Best Search Results
Google Focuses on Relevancy and User Experience
 Google: Provide Better Search Results = More Users
NDMR
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We use strategies in conjunction of google guidelines
Provide Results & not getting our clients banned
Google Algorithm Updates
In the beginning, Google started with utilizing Human quality testers to rate millions of websites based on
measures of quality, coming out the first algorithm to rate websites by the following SEO factors:
1.
2.
3.
4.
Trustworthiness
Speed
Backend code
whether they would return to the website
Purpose of quality control


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Eliminate SPAM sites, Lower the rank of “low quality sites” & raise the rank of “high quality sites”
Identify & remove all sorts of spam (content with absolutely no value)
o Web search engine spam
o Blogs spam
o Wiki spam
o online ad spam
o Internet forum spam
o Social networking spam
Contents & links from spam sites are heavily penalized.
Google continue to test factors so that they can weed out the spam sites delivering relevant results.
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Google Quality guidelines
1. Make pages primarily for users, not for search engines.
2. Don't deceive your users.
3. Avoid tricks intended to improve search engine rankings. A good rule of thumb is
whether you'd feel comfortable explaining what you've done to a website that
competes with you, or to a Google employee. Another useful test is to ask, "Does this
help my users? Would I do this if search engines didn't exist?"
4. Think about what makes your website unique, valuable, or engaging. Make your website
stand out from others in your field.
Absolute NO NO (Google Webmaster Guidelines)
Conclusion: YES, SEO is dead if your techniques consists of the following meaningless tasks
Avoid the following techniques:
 Automatically generated content >> content with grammatical errors [bypassed with MS word]
 Participating in link schemes >> see example [pages with only links]
 Cloaking >> show only to search engine, hide from user
 Hidden text or links >> we don’t hide
 Doorway pages
 Sneaky redirects
 Scraped content >> duplicate content
 Participating in affiliate programs without adding sufficient value
 Loading pages with irrelevant keywords
 Creating pages with malicious behavior, such as phishing or installing viruses, trojans, or other
badware
 Sending automated queries to Google
Why google says NO to black hat? Cause its useful techniques but pushed to the limit to distort search
results. Mostly used by porn sites. Google has devised constant algorithm changes (panda / penguin) to
identify & remove spam sites >> to provide most relevant results for END USER.
Panda** (Feb 2011) is created to look for similarities
between websites people found to be high quality and
low quality:
 content farming
 provided poor user experience
 large amounts of advertising
 scrapers/copyright infringers getting better
rankings than sites with original content
Penguin*** (April, 2012) is created to lower the
rankings of low quality stats that violate google’s
webmaster guidelines.
 links from link farm (negative quality)
 spam-dexing
o repeating unrelated phrases
 google-bombing
o large numbers of links, for searches
on unrelated or off topic keyword
phrases
New Dimension Marketing & Research
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Google Algorthim timeline
March 1998
Sep 2002
Feb 2003
April 2003
May 2003
July 2003
Sep 2003
Nov 2003
Jan 2005
Feb 2005
Oct 2005
May 2007
Aug 2008
Oct 2009*
April 2010
May 2010
June 2010
Google launching
The first search engine using link metrics for ranking was launched
1st documented google update
PageRank implementation*
SES Boston update
Monthly index refreshes
Cassandra update
Basic link quality (Discrediting hidden links/hidden text)
Dominic Update
Changed the way back links are reported and counted (Deep Crawler/freshbot released)
SEO Value: identifying unnatural link building
Frittz update
google index changed from monthly to daily
Supplemental index
Indexing of documents other then WebPages
SEO Value: Giving value to contents and links from elements other then web pages
Florida update
End of seo techniques as “keyword stuffing”
NOFOLLOW
Google, together with Microsoft and yahoo introduced “nofollow” meaning you are
liable to the links you are sending out
Allegra update
Sites are being penalized for “suspicious links”
Jagger update
Targeting the following:
1. link farms, websites that are made for links (no content value)
2. paid links
3. low quality links
4. reciprocal links (mutual link between two object)
Universal search update
Integrated news, pictures , videos and other features
Google suggestions
Introduced goggle suggestion dropdown
Google PageRank disregarded.
Removed from webmaster, advice people to stop focusing on PageRank.
Google places
Introducing google places (integration with google maps), new local search results
separate from regular search.
SEO value: separate set of algorithm allowing local business to Rank
Mayday update
Drops in the “long tail keywords” traffic
Caffeine update (50% fresher index)
New Dimension Marketing & Research
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Sep 2010
Dec 2010
Jan 2011
Feb 2011
March 2011
Sep 2011
Oct 18, 2011
Nov 2011
2012 >>
April 2012
 Massive infrastructure change
 increased speed of crawling
 Expanded indexation
 Integration of real time indexation and ranking
Google instant
Google suggestion integrated with google instant
Social signals
Google & Bing both confirmed that they are taking into consideration social signals to
determine ranking.
Negative reviews
Removed “negative reviews” as De-SEO factor
Overstock.com penalty (devalue EDU & GOV)
Penalized overstock and jcpenny; for encouraging colleges and universities to post links
to them.
>> google viewed links from edu and gov as trusted an authoritative
Panda **
created to look for similarities between websites people found to be high quality and
low quality:
 content farming (content with no value)
 provided poor user experience
 large amounts of advertising
 scrapers/copyright infringers getting better rankings than sites with original
content
+1 button (google social 2.0)
Along with facebook and twitter, +1 is used to influence both organic and paid search
Pagination elements
Introducing link attributes so that pagination done correctly will not be viewed as
duplication
Google analytics (not provided)
Search queries encrypted for privacy reason >> encouraging AdWords if you want to
access keyword data.
Top 25-50% of your keyword datas are no longer shown by google.
Freshness update
Reward freshness of content to already recognized websites & posts with high SEO
values
Ads above the fold
Devalue websites with too many ads on the top above the fold
Penguin***
Created to lower the rankings of low quality stats that violate google’s webmaster
guidelines.
 links from link farm (negative quality)
 spam-dexing, repeating unrelated phrases
 google-bombing, large numbers of links, for searches on unrelated or off topic
keyword phrases
New Dimension Marketing & Research
Website Design, Development & Internet Marketing
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Google Guidelines:
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35769#1
Design and content guidelines
1. Make a site with a clear hierarchy and text links. Every page should be reachable from at least
one static text link.
2. Offer a site map to your users with links that point to the important parts of your site. If the
site map has an extremely large number of links, you may want to break the site map into
multiple pages.
3. Keep the links on a given page to a reasonable number.
4. Create a useful, information-rich site, and write pages that clearly and accurately describe your
content.
5. Think about the words users would type to find your pages, and make sure that your site
actually includes those words within it!!
6. Try to use text instead of images to display important names, content, or links. The Google
crawler doesn't recognize text contained in images. If you must use images for textual content,
consider using the "ALT" attribute to include a few words of descriptive text.
7. Make sure that your <title> elements and ALT attributes are descriptive and accurate.
8. Check for broken links and correct HTML.
9. If you decide to use dynamic pages (i.e., the URL contains a "?" character), be aware that not
every search engine spider crawls dynamic pages as well as static pages. It helps to keep the
parameters short and the number of them few. (prevent unintentional duplications)
10. Review our recommended best practices for images, video and rich snippets.
a. http://support.google.com/webmasters/bin/answer.py?hl=en&answer=114016
b. http://support.google.com/webmasters/bin/answer.py?hl=en&answer=156442
c. http://support.google.com/webmasters/bin/answer.py?hl=en&answer=2722261#2
Technical guidelines
1. Use a text browser such as Lynx to examine your site, because most search engine spiders see
your site much as Lynx would. If fancy features such as JavaScript, cookies, session IDs, frames,
DHTML, or Flash keep you from seeing your entire site in a text browser. Make sure search
engine spiders do not have trouble crawling your site.
2. Allow search bots to crawl your sites without session IDs or arguments that track their path
through the site. These techniques are useful for tracking individual user behavior, but the
access pattern of bots is entirely different. Using these techniques may result in incomplete
indexing of your site, as bots may not be able to eliminate URLs that look different but actually
point to the same page.
3. Make sure your web server supports the If-Modified-Since HTTP header. This feature allows
your web server to tell Google whether your content has changed since we last crawled your
site. Supporting this feature saves you bandwidth and overhead.
4. Make use of the robots.txt file on your web server. This file tells crawlers which directories can
or cannot be crawled. Make sure it's current for your site so that you don't accidentally block
the Googlebot crawler. Visit http://code.google.com/web/controlcrawlindex/docs/faq.html to
learn how to instruct robots when they visit your site. You can test your robots.txt file to make
New Dimension Marketing & Research
Website Design, Development & Internet Marketing
The Balanced Approach to Successful Marketing (We make your phone ring!)
5.
6.
7.
8.
9.
10.
sure you're using it correctly with the robots.txt analysis tool available in Google Webmaster
Tools.
Make reasonable efforts to ensure that advertisements do not affect search engine rankings.
For example, Google's AdSense ads and DoubleClick links are blocked from being crawled by a
robots.txt file.
If your company buys a content management system, make sure that the system creates pages
and links that search engines can crawl.
Use robots.txt to prevent crawling of search results pages or other auto-generated pages that
don't add much value for users coming from search engines.
Test your site to make sure that it appears correctly in different browsers.
Monitor your site's performance and optimize load times. Google's goal is to provide users
with the most relevant results and a great user experience. Fast sites increase user satisfaction
and improve the overall quality of the web (especially for those users with slow Internet
connections), and we hope that as webmasters improve their sites, the overall speed of the web
will improve.
Google strongly recommends that all webmasters regularly monitor site performance using
Page Speed, YSlow, WebPagetest, or other tools. For more information, tools, and resources,
see Let's Make The Web Faster. In addition, the Site Performance tool in Webmaster Tools
shows the speed of your website as experienced by users around the world.
Success Stories 01 >>
flamingodurangoselfstorage.com (Las Vegas)
8525 W. Flamingo Rd
Las Vegas, NV 89147
USA
Note: Google Shows where they consider
“las vegas” is located with the red border
Problem: client is outside of the border.
Solution:
1. Rank organically for “las vegas self storage”
2. Rank local for “self storage”
3. Rank for related keyword combo
4. Setup & Analysis “real time conversion” for related
keywords
Sub keywords:
related keyword combo
if applicable
mini storage
private storage
self storage cost
boat storage
business storage
business self storage
self storage rates
rv storage
cheap storage
mini storage units
cheap self storage
car storage
secure storage
office records storage
find self storage
auto storage
self storage facility
security self storage
rent self storage
vehicle storage
New Dimension Marketing & Research
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public self storage
self storage rentals
self storage prices
rv boat storage
records storage
price self storage
self storage centers
cars storage
security storage
secure self storage
self storage solutions
climate control storage
self storage facilities
self storage center
self storage spaces
automobile storage
self storage units
self storage rental
24 hour self storage
boat & rv storage
mini storage facilities
self storage services
self storage costs
rv & boat storage
extra space self storage
access self storage
self storage places
boat and rv storage
local storage
self storage locations
self storage solution
heated storage
mini self storage
affordable self storage
self storage unit
heating storage
affordable storage
rv self storage
self storage unit rental
climate controlled self storage
business records storage
safe self storage
boat self storage
self storage companies
self storage company
climate control self storage
Real time conversion analysis via adwords
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1A) Keyword: Las vegas self storage, competition 3,050,000 result Page 01