2. Introduc9ons
Joel Swaney Peter Quale
Senior Search Manager VP of Technical Search
Marke9ng
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3. Agenda
• What do search engines ask of us?
• What used to work and what not to do?
• What is working today?
• What does the future hold?
• Google & You – Where can you Learn More?
• Q&A
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12. Panda & Penguin
• Both designed to fight webspam and reward quality
content.
• Panda – Feb 24th 2011 – Penalized:
– Ar9cle sites and content aggregators like About.com
– Duplicate content
– Un‐linked pages
• Penguin – April 24th 2012 – Affected 3.1 of English
queries, and penalized:
– Sites with large numbers of unnatural links.
– Web pages with liUle‐to‐no content.
– Sites that violated content guidelines.
– Keyword stuffing and sneaky redirects.
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21. Press Releases
• Press releases are highly
suscep9ble to misuse and
spam.
• Press releases with merit are
s9ll traffic drivers.
• MaU CuUs describes a
“con9nuum of content, and
the quality of that content,
and what defines the value
add for a user.”
hUp://www.youtube.com/watch?v=o7sfUDr3w8I
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22. Over‐Op9miza9on
• Keyword Domains:
– Why‐Does‐My‐Dog‐Seem‐Hungry‐All‐The‐Time.com
– WhatDoMacaquesEat.com
• Op9mized internal keyword‐laden links.
• High keyword density.
• Exact match of 9tles, headers, URL.
• Going beyond a reasonable effort to improve a
page.
• A perfect site is not always best.
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