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Google Panda Algorithm 2.2 Coming Soon
What You Need To Know From SMX Advanced 2011
An SEO Turncoat
THE USUAL: Coverage of this month's
hot topics, shuffles, sound bytes, shindigs, attaboys and word on the wire.
  FEATURE: Google Panda Algorithm 2.2 Coming Soon
Author: Jessica Lee

This month at the Search Marketing Expo (SMX) Advanced conference in Seattle, the Farmer/Panda Google algorithm update (now shortened to just "Panda") was once again the topic of conversation. Except this time, the discussion was around Panda version 2.2.

Matt Cutts, head of Google's Web spam team, confirmed that a new iteration of Panda (version 2.2) has been approved internally, but was not yet rolled out. There's some speculation that it's been rolling out this week, but no confirmation from Google has come as of press time.

Some of the things we know from the talk with Cutts at SMX Advanced is that a coming iteration of Panda is looking to address the problem of scraper sites outranking original authors. Scraper sites are those sites that take content from others and republish it to their own websites.

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What You Need To Know From SMX Advanced 2011

Author: Susan Esparza

June kicked off with the always informative SMX Advanced in lovely Seattle, Washington. The conference, which was limited to 1200 attendees, sold out more than a month in advance. If you missed out on the incredible sessions and speakers, fear not. Just as we always do, Bruce Clay, Inc. was there to liveblog the event as it happened. You can find all the coverage on the Bruce Clay, Inc. Blog but here are the highlights by session.

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An SEO Turncoat

Author: Marc Elison

Don't panic everybody, I am definitely not trading my virginal white hat for one of a darker colour but I didn't think anybody wants to see another SEO blog post or article titled SEO agency vs. In-house, but that's exactly what this is about. It has been just shy of a year since I left the comfort of Bruce Clay Australia to tread the very different path of an in-house SEO for a very large Australian organisation, and what an interesting year it has been. I recently ran into all my old cohorts from Bruce Clay Australia at SMX Sydney and besides discussing the shifting search-scape and the impact of the Panda update, it was suggested I should write a blog post to celebrate my 1 year(ish) anniversary of leaving Bruce Clay. I thought it was a great idea and this brings us to this article, comparing the different nuances and experiences from an agency SEO to an in-house one. So without further waffle, let's go!

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  Hot Topics


Major search engines Google, Bing and Yahoo! joined together for, a service that provides more detailed, unified HTML markup for content contained within Web pages.

The goal: to help search engines better understand what's on a site and use that information to serve up specifics in the search results and provide a richer search experience. provides code that will help distinguish an item on a page by assigning data for people, places and things or reviews, ratings and creative works, to name a few.

At the keynote session at Search Marketing Expo (SMX) Advanced conference this month, debate about the "extra work" this markup presents to webmasters was discussed, and the fact that search engines are the responsible party for this work.

Bing's Stefan Weitz explained in the keynote session that data is scattered on the Web, and that the search engines need to gather all the data on something and reassemble it into an object.

For example, all the bits of data that's available about a stapler on the Web needs to be collected and reassembled into the object, stapler. reinforces the importance of the extra markup by stating that automatic data extraction can be error prone. And with regards to the extra work, states that marking up all properties of an item is not necessary, but good practice.

This is because the more information that can be provided about something, the better the search experience for users.

Also verified at SMX Advanced: markup does not factor into indexing, rankings or relevancy at the moment; but some speculate it could in the future.

SEOToolSet Version 5

Google has acquired Sparkbuy, a small Seattle company that aspired to be the Kayak of consumer electronics.

Bruce Clay, Inc. bids a fond farewell to our friend Christopher Hart and welcomes two new SEO Analysts. We're still looking to add the right people to our team so keep an eye open for future announcements on our Employment page.

Google partnered with HandsOn Network to bring tech to nonprofits.

Bing updated its Webmaster Tools this month. The Honey Badger update aims to "help the webmaster make faster, more informed decisions."


As SES Toronto comes to a close up north, next up on the conference circuit is SES San Francisco on August 15-18. Bruce Clay, Inc. will be there liveblogging, speaking and chatting at our booth, so we hope to see you there as well. As a bonus, there will be an author signing of our Search Engine Optimization All-In-One for Dummies. Get 20 percent off your registration with code 20BRU.

Bruce Clay will be presenting the popular SEO One Day Training at SES San Francisco in August. Don't miss out on this great opportunity to extend your conference experience and take advantage of expert training.

In the U.S., the newly updated SEOToolSet® standard and advanced training and certification dates for 2011 are as follows:

California Training 2011

  • July 11-15
  • September 19-23
  • November 14-18

SMX Melbourne will be held on November 16th and 17th for anyone in the online or search marketing field.

Bruce Clay Australia presents the upcoming SEO training courses in 2011:


Google continues its work encouraging kids to love science and has announced its Science Fair finalists. Winners will be announced July 11, 6:00 PDT. The event will be streamed live on Google Science Fair's YouTube channel.

At SMX Advanced during the Overlooked, Underloved & Unknown Analytics session, Google announced that beginning this month, Google Webmaster Tools data will be available in Google Analytics, something marketers have wanted for a long time.

Commonwealth bank has appointed digitally savvy Dell marketer Andy Lark as its chief marketing officer. Lark is also a prolific marketing blogger with his own site "The Daily Lark"- he is thought to be the first CMO at a major Australian brand who regularly blogs.

  Word on the Wire

Announced last month, Chromebooks are now available for pre-order at Best Buy, Amazon and other retailers.

Jay Samit of SocialVibe says that Farmville and other social games are responsible for the death of the soap opera.

According to the Wall Street Journal, Facebook is preparing for an IPO next year.

Techcrunch predicts that coupon site Groupon is poised for collapse because it's allegedly nothing more than a very expensive marketing campaign and bad for the small businesses it sells to.

Zuji Australia has teamed with Twitter to become one of the first Australian travel groups to utilize the social media giant's new sponsored tweet offering. Tweets offering discounted fares or other travel deals from Zuji will be listed higher up the chain. Such partnerships can help company's build on their social media presence.

Facebook is leading the social media pack. Facebook is king of Australia's social scene with 97% of social media users and 60% of all internet users using the site but businesses are only spending 5% of their total marketing budgets on social media.