What should we expect in the next few months in terms of SEO for Google?
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What should we expect in the next few months in terms of SEO for Google?

MATT CUTTS: Hey, everybody. Today’s webmaster video is
answering the question, what should we expect in the
next few months in terms of SEO for Google? OK, so first off, we’re
taping this video in early May of 2013. So I’ll give you a little bit
of an idea about what to expect as far as what Google is
working on in terms of the web spam team. In terms of what you should be
working on, we try to make sure that that is pretty
constant and uniform. Try to make sure you make a
great site that users love, that they’ll want to tell their
friends about, book mark, come back to, visit over
and over again, all the things that make a site compelling. We try to make sure that if
that’s your goal, we’re aligned with that goal. And therefore, as long as you’re
working hard for users, we’re working hard to try to
show your high quality content to users as well. But at the same time, people are
always curious about, OK what should we expect coming
down the pipe in terms of what kinds of things Google
is working on? One of the reasons that we don’t
usually talk that much about the kinds of the things
we’re working on is that the plans can change. The timing can change. When we launch things
can change. So take this with
a grain of salt. This is, as of today, the things
that look like they’ve gotten some approval or that
look pretty promising. OK, with all those kinds of
disclaimers, let’s talk a little bit about the sort of
stuff that we’re working on. We’re relatively close to
deploying the next generation of Penguin. Internally we call
it Penguin 2.0. And again, Penguin is a web spam
change that’s dedicated to try to find black hat web
spam, and try to target and address that. So this one is a little more
comprehensive than Penguin, than Penguin 1.0. And we expect it to go a little
bit deeper and have a little bit more of an impact
than the original version of Penguin, We’ve also been looking at
advertorials, that is sort of native advertising, and those
sorts of things that violate our quality guidelines. So again, if someone pays for
coverage or pays for an ad or something like that,
those that should not flow page rank. We’ve seen a few sites in the
US and around the world that take money and then do link to
websites and pass page rank. So we’ll be looking at some
efforts to be a little bit stronger on our enforcements
as far as advertorials that violate our quality
guidelines. Now there’s nothing wrong
inherently with advertorials or native advertising,
but they should not flow page rank. And there should be clear and
conspicuous disclosure, so that users realize that
something is paid and not organic or editorial. It’s kind of interesting. We get a lot of great feedback
from outside of Google. So for example, there were some
people complaining about searches like Payday Loans
on Google.co.uk. So we have two different changes
that try to tackle those kinds of queries in
a couple different ways. We can’t get into too
much detail about exactly how they work. But I’m kind of excited that
we’re going from having just general queries be a little more
cleaned to going to some of these areas that have
traditionally been a little more spammy, including for
example, some more pornographic queries. And some of these changes might
have a little bit more of an impact in those kinds of
areas that are a little more contested by various spammers
and that sort of thing. We’re also looking at some ways
to go upstream to deny the value to link spammers. Some people who spam links in
various ways, we’ve got some nice ideas on trying to
make sure that that becomes less effective. And so we expect that that will
roll out over the next few months as well. And in fact we’re working on a
completely different system that does more sophisticated
link analysis. We’re still in the early
days for that, but it’s pretty exciting. We’ve got some data now that
we’re ready to start munging and see how good it looks. And so we’ll see how that
bears fruit or not. We also continue to work on
hacked sites in a couple different ways. Number one, trying to
detect them better. We hope in the next few months
to roll out a next generation of hack site detection that is
even more comprehensive. And also trying to communicate
better to webmasters, because sometimes we see confusion
between hack sites and sites that serve up malware. And ideally you would have a
one stop shop where once someone realizes that they’ve
been hacked, they can go to Webmaster Tools and have some
single spot where they could go and get a lot more info to
sort of point them in the right way to hopefully clean
up those hacked sites. So if you’re doing high quality
content whenever you’re doing SEO, this shouldn’t
be a big surprise. You shouldn’t have to
worry about a lot of different changes. If you’ve been hanging out on a
lot of black hat forums and trading different types of
spamming package tips and that sort of stuff, then
it might be a more eventful summer for you. But we have also been working
on a lot of ways to help regular webmasters. So we’re doing a better job of
detecting when someone is sort of an authority in
a specific space. It could be medical. It could be travel, whatever,
and trying to make sure that those rank a little more highly
if you’re some sort of authority or a site that,
according to the algorithms, we think might be a little bit
more appropriate for users. We’ve also been looking at Panda
and seeing if we can find some additional signals– and we think we’ve got some– to
help refine things for the sites that are kind of in the
border zone, in the grey area a little bit. And so if we can soften the
effect a little bit for those sites that we believe have got
some additional signals of quality, then that will help
sites that might have previously been affected to
some degree by Panda. We’ve also heard a lot of
feedback from people about, OK, if I go down three pages
deep, I’ll see a cluster of several results all
from one domain. And we’ve actually made things
better in terms of you would be less likely to see that on
the first page, but more likely to see that on
the following pages. And we’re looking at a change,
which might deploy, which would basically say, once
you’ve seen a cluster of results from one site, then
you’d be less likely to see more results from that site as
you go deeper into the next pages of Google search
results. And that was good feedback
that people have been sending us. We continue to refine our host
clustering and host crowding and all those sorts of things. But we will continue to listen
to feedback and see what we can do even better. And then we’re going to keep
trying to figure out how we can get more information
to webmasters. So I mentioned more information
for sites that are hacked and ways that they might
be able to do things. We’re also going to be looking
for ways that we can provide more concrete details, more
example URLs that webmasters can use to figure out where to
go to diagnose their site. So that’s just a rough
snapshot of how things look right now. Things can absolutely change
and be in flux, because we might see tacks, different
types of things. We need to move our
resources around. But that’s a little bit about
what to expect over the next few months in the
summer of 2013. I think it’s going to
be a lot of fun. I’m really excited about a lot
of these changes, because we do see really good improvements
in terms of people who are link spamming
or doing various black hat spam would be less likely to
show up, I think, by the end of the summer. And at the same time, we’ve
got a lot of nice changes queued up that hopefully will
help small, medium businesses, and regular webmasters
as well. That’s just a very quick idea
about what to expect in terms of SEO for the next few months
as far as Google.


  • longbendy81

    SAPE site hack network passed 5 million sites the day after you made this video (total of 62 million URLs) Google seem to be doing nothing about it other than rewarding the sites promoted with SAPE with high PR and high SERPS.
    Two page sites with 100% plagirised content dominating SERPS and going from PR N/A to PR 4 inside 6 weeks should trigger some sort of allarm shoudn't they? I mean movement like this would seem incongrous to an SEO noob – but not Google apparently.

  • Ty Petrison

    This is why I only pay my guy in China for HPR Backlinks. Thanks for getting rid of those spamy guys for me Gewgle

  • stefano ras

    I'm not a webmaster but i do have a serious trouble on google results through some keywords searching that include my name, surname and place where i live. The stated trouble is a long story and include my former FB profile which was cloned by an organisation in New Zealand. I tried to resolve it on google support but there is nothing to do. I also know that you don't resond to many emails that ask for your direct response but if by chance you find the time please get in touch with me

  • Patricia Lotich

    Thanks for the update. Since Google is such a moving target this is very helpful for those of us out there doing our best to create great content and value for our readers!!

  • Jim Gonzalez

    Why are old editorial articles written years ago, now coming up higher in search results? For Example, Google: Online Advertising Companies, You will see four articles written many years ago, and in this day and age of relevancy, and fresh content it would seem logical that those results would be somewhat antiquated and therefore pushed lower on the page if not at all. Please correct my misunderstanding here, if any at all. What am I missing here?

  • Stephanie Brooker

    Great info but totally wrong know how be first on google for over 2 years and what is sad is you work for google and can't tell people the truth on how get first on google search

  • Owen Prescott

    Wait why does Matt have a Firefox shirt on when you would expect he would be promoting Google Chrome? 😛

  • American English Conversation

    You can get ranked for more than one thing but in my experience the more popular of the two things will drown out the less popular one. So in a sense, you will be fighting against yourself. Once you start ranking for something, it's extremely difficult for Google to forget about it. My recommendation would be stick to fitness and advertise your market services offline using your fitness niche success as proof of what you can accomplish.

  • American English Conversation

    And often the more popular thing is lower quality traffic. I actually had to delete all my blogs because Google would only send me queries I didn't want!

  • RankYa

    Great news, can't wait with these new improvements. In fact these suggestions you mentioned is needed to rid Google search results of low quality result set (as it still displays low quality result set for certain terms). As for showing authority sites for a given niche sounds very interesting, although how will Google determine that?

  • GiftsAndWishes

    Thanks Google for the new advice on Penguin 2.0. In your attempts to clean up the net which we support you have managed to destroy genuine businesses using a public space. You are like a shopping center owner who closes parts of a center to the public without any consideration for the businesses in that space. Please test your actions from the genuine business perspective before you do any more harm.

  • Michail Dimitriou

    “users love and come and visit over again” So we learn that google will become search engine for only newspapers and blogs. Can anyone explain me why a user will bookmark, or tell to friends or visit again and again a b2b website, or a corporate website?

  • Souvik Mallick

    2013 SEO Trends
    Proper on-page optimization.
    Content is king. So high quality content is Must.
    Building authority for you sites, Branding and quality Social media shares and signals.Be ethical with social media shares as Google is playing their part and trying to minimize the impact of social media boosts in order to keep the game safe.
    Say Final Good-Bye To Manipulated Press Releases
    Don’t Underestimate Google Author Ranking
    And the list goes on..

  • Yuri Polchenko

    When Google will launch Top10 Triad Search Results as #1 Top10, #2 Top10, #3 Top10? All SEO world got bored with updates )

  • Timon Weller

    I prefer Yahoo now for searching, Google results if you ask me are just not refined no more.. They used to be awesome before panda and penguin but after that there results got worse and worse.. I will return if they ever get it back together being an actual search engine again..

    Until then yahoo shows results based on quality & quantity of links to page which means better and more useful content to me..

    Am i the only one in this boat or are others moving more to Yahoo as well..?


  • Spook SEO

    More an more updates that might cause you to be paranoid. Instead of thinking about how the updates might affect you negatively, I think focusing on "clean living" and evergreen content is a better game plan.

  • paralentor

    This guy is too fat and old and grey to be wearing a t-shirt. Is this his subliminal way of saying that Firefox is dead and gone now being a sepia shadow?

  • Rick Lomas

    So what happens when you have a site for a funeral service? Why are your visitors going to bookmark my site, love it, keep going back to it? Surely they just want to find a good funeral provider, bury their dead and move on.

  • Jason Buchen

    Great content on a site is not enough. Look at SoccerTimes, probably one of the best original soccer content sites on the web, Google.com does not think so. I hate soccer, but Gary does a great job writing about it. Most deffinately an authority.

  • bloggingways

    Well These changes will bring awesomeness in Google SEO. Panda going to be unleashed and I also know that when will be the author rank comes?

  • Sornie

    These changes are indeed in action. I have been checking on two main factors mentioned here and it works like charm. This is indeed about HQ quality content and its ranking level now. Who says king — the content just died? Just saying.. 🙂

  • Lu Zu in Texas

    why the heck is he wearing a firefox logo tshirt not a google chrome , now thats what should be called PAGERANK PASSING

  • Lu Zu in Texas

    changes appeared months ago, lots of Spam website owner are complaining on Webmasters forums since they lost alot of traffic from google

  • Phil Morris

    I'm glad this is going into effect. I've been writing relevant content and trying to make a site that is worthy of following. Now I'm startring to come out above the Spammers and black hat sites. ncskinnywraps

  • Jen Stekkinger

    Google you are a search Engine not the internet police. Focus your attention on malware and hacking. Running around protecting your advertising profits is a losing battle.

  • jignesh patel

    i hate Google, be what you are.. there will be someone who will give u competition and thrown away from where you are……sooner i will be stop using Google service…

  • Hotelogix

    Hi Matt,
    I have a question for you that is If we search google on google.com we get maps.google.com is top of SERP. But user search google to get response for a search query. Why its happen.

  • Paladin radio

    so now all you can do is flood you site with content to get ahead so if you cant afford a team of writers your screwed thanks for that Google. well I suggest everyone stop using outside places for your blogs and host every last thing on your own domain. looks like 1000 plus page web sites are going to come in to style.

  • mayer jesy

    The best way to make good money online is RNMONEAEYATHOME.HOSTEI.COM
    Me and my wife are actualy earning $10.000+ per Month.

  • Olcay Büyüktuna

    Google couldnt get back to what it was…even if they want…
    the commercials for the brands on top of the SERPS made more money than u earn in ten years…money or quality….sometimes u cant have both!

  • grigoras sandu

    They give all the internet marketing training from beginner to advanced Getting into a red hot niche thats ready to buy is the key. This course explains it all –>RNMONEAEYATHOME.HOSTEI.COM ALL THE SUPPORT..advice, guidance,tips..needed to succeed

  • Thomas Taylor

    Google occupy Internet just like Saddam occupied Iraq. I hope more people will realize that and the truth will win! Stop killing Internet – it's for users, not corporations !

  • Backlink Beast

    I don't know why SEO, Backlinks and particularly Google have to be so much of a mystery! Why cant Google just tell us what they want instead of us all having to work it out!

  • Trevor Lott

    We work to ensure that the content is correct and our clients are professional, we work hard to ensure we do the listing job right.

  • Web Design SEO Company India

    Where it will stop?? anchor text links in press releases are also gone. Google wants us to make great content and earn links rather generating links by articles, guest posts and PR's.

  • Sam Gabilagon

    Product placement? he is already getting money from google, maker of chrome – so why not monetize the screen real estate??? ahhh, marketers … and we wonder why gmail is free, just look around your (gmail) email.

  • Rafał Kuśnierczyk

    When website is valuable, but some of links are not you remove it from results. Is it just because regular user really cares abut what kind of links are coming to website he was looking for or you removed it just to sell more AdWords ?

  • Michael Matthews

    Matt surely all links should be disavowed by default! webmasters should be able to then approve links in webmasters tools, if they are spammy then Google would be justified in taking action on the webmasters site that approved them. But please stop punishing websites that don't actually place the links, you guys are supposed to be smart! not the case. If you have any jobs I would be happy to teach you guys a bit of "logic" there are much easier ways of controlling the link problems.

  • Saku Mättö

    Interesting: now at the end of September you have just told us about Hummingbird, but not a mention of it in May! You do mention Penguin 2.0 so I reckon this is a bird morphed to another bird 🙂

  • Urban Media

    With all of these Google updates you have to do your best to be proactive and prepare for what Google's algorithms may entail in the future! too many companies are re-acting to its updates reguarly instead and thats not proving effective!

  • Daniel Natur

    Look up the word "hypocrite" in the dictionary, and you'll see the Google logo.
    They'll penalize your site for having ads above the fold, but their search results pages are 90% ads above the fold.
    They'll penalize your site for too much "duplicate content" or "low value content" (not adding anything additional of value), but 100% of their search results are scraped directly from other sites.
    They break their own rules and make billions. You break their rules & they'll put you out of business.

  • FunCoolDudes101

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  • John Britsios

    Matt, host clustering or clouding does not seem to be solved. Do a search for the term "rainbow vacuum" to see what I mean.

  • gilen onen

    I was happy to see this video.  However, I missed some points because his speech is not clear enough for me. I wish he would speak a little slower and a littler clearer.

  • yosoy yo

    They doing good but when people use to go to the pictures now they think the site disappears because they stay on google when they click on that picture.

  • Peter S. Puzzo

    i think to get that spamy content and the cheap trick seo pages away from google serps is more than ok. did the people asking here really think that there will be no more updates on google algorithm? i think its a big help what information they give away – they do not need to give a single insight!

  • Md Siddique

    The next thing is to get visitors to your site after you have assembled it. This site is great enough to allow you to learning the way to make your zero rank website to be the first position on search engine. For more information type "speed rank seo" on Google.

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