eCircle SLC Emerging Entrepreneurs Web 3.0 update
Topics • Google Panda • Google Push into Social / +1 • Keyword Targeted Domain Name Dropping • Changes in Google Local Search • Linked in Social - New Apps • Facebook Experiments
Personalized Search • Google pushing +1 button to personalize search based on social network • Yahoo research pushing for presenting search results based on demographics or users • Bing Social Search – presenting top shared links and real time streaming of search results
Panda • Panda update penalized sites perceived as content farms • If you BLP contained extensive links from ezinearticles.com, or other article distribution sites, your traffic and link juice have dropped • We researched over 200 sites • The next slides show who got zinged
Dup Content Sites • The failure or the incorrect use of the canonical tag, especially with shopping-enabled sites (resulting in duplicate URLS being indexed by Google).
Too many RSS feeds • The excessive use of RSS feed content (which also resulted in duplicate content).
Repurposing Content • The failure to provide unique content that was in the eyes of Google "authoritative enough" to deserve ranking consideration (republishing other blog posts or failing to add original commentary to existing stories)
Not being user friendly • Optimizing for the search engines and not your audience (providing thin content snippets or detailed manufacturer product/service information).
Boilerplate Content • Providing too much boilerplate content across multiple pages (either remove this or rewrite it consistently on individual affected pages
Excessive Monetization • Sites with excessive ads being displayed above the site fold (Using more than 3 AdSense units per page? You may want to lower that.).
Chrome Blocked Sites • Sites that were previously "blocked" manually by Google Chrome Personal Blocklist users were also affected (Google says they did not use this data set in their algo calculation - though it matched up nicely post-analysis).
Panda Takeaway • Content is King • Content is King • Content is King • Content is King
Panda Remediation • Review metrics page-by-page for your site • Mine your analytics data to see drops in pages • Delete or block with robots.txt any offending page
Plus 1 Pitch from Google • http://www.youtube.com/watch?v=4RyY2-ofP4g&feature=player_embedded
+ 1 Button • Google Imitating Facebook Like • April 30 launch of +1 button • Being integrated into all Google Products • Will show up along the side of organic results
Domain Keynames • http://www.youtube.com/watch?v=rAWFv43qubI&feature=player_embedded • Hint … Matt has been saying since November 2010 that they are going to drop relevance calculations for keyword targeted domains • Best strategy – get two domains – one keyword targeted (great for PPC) and another longer term play
Google Tweets • Tweets are being included in raw SERPs • Tweets from authoritative users • No RT or replies being indexed
Location Targeting Strategies • I recommend that advertisers in local markets create dual campaigns: • One with narrow geographical settings and general non-place specific keywords • Another with wide geographical settings and all place specific keywords
LinkedIn Platform Purpose • Last week, LinkedIn unveiled an upgraded version of its platform to developers. • The release is about helping other sites harness LinkedIn’s users and their information in the hopes that off-site activity will drive users back to LinkedIn for increased engagement.
FaceBook Experiments • Facebook taking on LI with research into introduction features • Mostly designed to provide more consistent user experience