- Warning: If You Depend on Google for Both Traffic and Advertising. You Need to be Doing This. Part 1
- Warning: If You Depend on Google for Both Traffic and Advertising. You Need to be Doing This. Part 2
The second big change that led to wide spread panic was the prolific Panda Update that is rocking the world of search. For most it has gone unnoticed however, for some it has been catastrophic. Lets examine why Google introduced the Panda update.
Its not about what google is doing it is about where google is going
Google and ALL search engines have a mandate to deliver to the end user the most reliable, relevant sources in the quickest time. The key here is the user .
The following is an excerpt from SEOMOZ titled “Wake Up SEOs, the New Google is Here” a post of seomoz contributor gfiorelli1
Google and the User
Panda is really all about Google cleaning up the trash that has accumulated and is polluting their indexes. This is a good thing and luckily you are and will be not affected because you are publishing worthy content.
Technical SEO still matters, but that does not mean that it is synonym of SEO.
From the point of view that Google has of User, that means that a site to rank:
1. must be fast;
2. must have useful content and related to what it pretends to be about;
3. must be presented to Google so that it can understand the best it can what it is about.
The first point explains the emphasis Google gives to site speed, because it is really highly correlated to a better user experience.
The second is related to the quality of the content of a site, and it is substantially what Panda is all about. Panda, if we want to reduce it at its minimal terms, is the attempt by Google of cleaning its SERPs of any content it does not consider useful for the end users.
The third explains the Schema.org adoption and why Google (and the other Search Engines) are definitely moving to the Semantic Web: because it helps search engines organize the contents they index every second. And the most they understand really what is your content about, the better they will deliver it in the SERPs. I have been a huge fan of the Semantics and I invite you to see my video wall detailing the history of the semantic web
We all know that just with on-site optimization we cannot win the snippet wars, and that we need links to our site to make it authoritative. But we all know how much the link graph can be gamed.
Even though we still have tons of reasons to complain with Google about the quality of SERPs, especially due to sites that ranks thanks to manipulative link building tactics, it is hard for me to believe that Google is doing nothing in order to counteract this situation. What I believe is that Google has decided to solve the problem not with patches but with a totally new kind of graph.
That does not mean that links are not needed anymore, not at all, as links related factors still represent (and will represent) a great portion of all the ranking factors, but other factors are now cooked in the ranking pot.
Don’t sweat getting links…they are just a by-product from you following along here and commit to providing fresh content that is worthy to your users. How much content should you be posting? Will get to that point just a little further ahead.
Be Social and Participate in the Conversation
In a Social-Caffeinated era, the faster way to understand if a content is popular is to check its “relative” popularity in the social media environment. I say “relative”, because not all contents are the same and if a meme needs many tweets, +1 and likes/share to be considered more popular than others, it is not so for more niche kind of contents. Combining social signals with the traditional link graph, Google can understand the real popularity of a page.
The problem, as many are saying since year one, is that it is quite easy to spam in Social Media.
For this reason Google introduced the concepts of (link to the Part one named anchor) Author and Publisher and, even more important, Google linked them to the Google Profiles and is pushing Google Plus, which is not just another Social Media, but what Google aims to be in the future: a social search engine.
We talked about this in Part One and if you’ll remember that this is where the interaction between the SERPS and the Panda Update. You really need to get this right. To Panda proof your site.
Rel=”author” and Rel=”publisher” are the solution Google is adopting in order to better control, within other things, the spam pollution of the SERPs.
If you are a blogger, you will be incentivized in marking your content with Author and link it to your G+ Profile, and as a Site, you are incentivized to create your G+ Business page and to promote it with a badge on you site that has the rel=”publisher” in its code.
Trusted seeds are not anymore only sites, but can be also persons or social facets of an entity… so, the closer I am in the Social Graph to those persons/entity the more trusted I am to Google eyes.
Here are some of the best practices (from Jason King Acidre aka Kaiserthesage) on search, link development, social, content development, conversions and online branding for 2012.
Jason takes a look at the interaction between different marketing channels what you need to doing, why you need to practising inbound marketing tactics, how to implement your strategies, and you need to be where your customers are.
You can read the articulate article SEO Strategies and Inbound Marketing Best Practices for 2012 | Kaiserthesage.
Learn to do your marketing correctly and you’ll be rewarded.
Regardless of whether particular keywords that you’re targeting is seen by Google as requiring fresh content, we do believe absolutely, and we’re seeing more and more
indication this is becoming a stronger signal, that sites which regularly publish unique content will get a boost in ranking today, and certainly in the future.
The question is how often should you be posting content? I advise publishing 4-5 times per day. However, that will depend on your resources, and niche. Some businesses don’t require as much however, keep in mind you must be consistent.
Perhaps you don’t have the writers/editorial team to write and manage content. There are options crowdsourcing content is good option. (see citation for a great resource) or contact myself and I’ll do the content management for you at an affordable cost.
You’ve now been warned If you depend on Google for both traffic and advertising. You need to be doing this.
Citations
SEO Strategies and Inbound Marketing Best Practices for 2012
30 SEO Experts Share the Most Compelling Content that Influenced their Works
Wake Up SEOs, the New Google is Here
About Paul WylieI specialize in SEO/SEM, including extensive knowledge in New Media Marketing.
In 2011 (after assuming control of my book) I re-published my book "Hemp Conspiracy: A true story of state corruption and individual consequence". To read more go to thehempconspiracy.com
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