Focus on traffic

1. Live and die by algorithm changes 2. Personalized Results 3. (not provided) in Analytics

 Each year, Google changes its search algorithm around 500–600 times. (MOZ.com) Panda- Thin content, content farms, high ad-to- content ratios, other quality issues Panda Penguin  1.0- Content spam, spun articles, keyword stuffing 1.0  2.1- Unnatural backlink profiles 2.1 Hummingbird

 Location  Search History  Social Sharing  Social Connections  Previous Search  Mass Personalization – in addition to your individual behavior, Google takes overall search behavior into consideration  Google’s Explanation Google’s Explanation  How to Turn it Off How to Turn it Off

 All Google searches now filtered out of keyword data on Analytics- View MoreView More  54-86% of organic keyword data now shows up as (not provided)

 If you try too hard to please the algorithm, your site traffic could fall immensely with the next update  Even if you do please the algorithm, search personalization could counteract your work  Cannot prove ROI as well

1. Constant rich content updates to site 2. Social media involvement 3. Press releases 4. Positive reviews

 Nearly daily updates of unique, rich, original content  Research keywords and long tail phrases relevant to your niche, and write content that accurately answers those queries Use Landing Page data in Analytics Use Webmaster Tools data  Optimize the page with proper meta data  Set up structured data/schema.org markups on the page

 Establish solid pages on social media sites: Facebook, Twitter, Google+, Pinterest, Instagram etc  Solicit more likes/followers (contests, ads, etc)  Engage followers with information, entertainment, discussion, and “sharable” content

 Highlight content on your website that people will be drawn to  Make sure links have natural anchor text

 People respond positively to independent reviews like those found on Google listings  This does not mean you should “scheme” for fake reviews. All should be natural, so find ways to solicit reviews from your clients/customers.

DON’TDO  Focus on trying to please an algorithm to reach top rankings  Try ANY linking schemes  Use any spun content  Post to content/link farms  Create low quality content on your site  Focus on brining in more traffic to your site  Diversify your traffic through social media, press releases, etc  Research keywords and long tail phrases in your niche  Create high quality content to answer queries  Optimize pages with meta data, structured data etc