Marketing Communication

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Marketing in the information age

SEO is Following Search Trends

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You must first complete Brand Communication before taking this course.

Full list of Google updates available at: https://searchengineland.com/library/platforms/google/google- algorithm-updates

Google: Knowledge Graph rollout

Google algorithms (like all search engines) are trying to keep ahead of users who try and manipulate the results for money. It’s not always money, but it’s usually money.

When there is a change In the standard process with which results are delivered, Google sometimes lets people know before, sometimes will confirm is afterward, and sometimes doesn’t address it.

Past Google Search Updates that are worth knowing about:

  • 2011
    • “Panda” update… you’ll lose rank if:
      • You have poor content
        • If you fix everything, you can regain position when the next Panda update is released by Google
  • 2012
    • “Top Heavy” update… you’ll lose rank if:
      • You have too much advertising bling on your site (don’t be all cleavage)
    • “Penguin” update… you’ll lose rank if:
      • You have paid for links to trick Google (they don’t like that)
        • If you are penalized by this, you can use Google Disavow Tool, and the next time a Penguin update is released, you may regain your position
    • “Pirate” update… you’ll lose rank if:
      • You have copyright infringements registered with Google
        • This is probably a good place to mention that you can report copyright infringements to Google or most companies that care about others copying what they own illegally
  • 2014
    • “Pigeon” update… you’ll lose rank if:
      • You don’t have a real local web presence across multiple networks and directories
        • This was Google’s update to add Distance and Location Ranking Parameters to the search results (making way for mobile)
  • 2015
    • “Mobile-Friendly” update… you’ll lose rank if:
      • Your website is not mobile friendly
        • This is where Google becomes the new (but free) version of business search (what we previously used the Yellow Pages for)… map, info, and call together on one screen.
      • Test your site here: https://www.google.com/webmasters/tools/mobile-friendly/