algo proofing your website - pubcon las vegas 2015
TRANSCRIPT
Algo Proofing Your WebsiteEvolving for Long-Term Rankings Growth and Stability
#Pubcon
Algo Proofing Your WebsiteWho Am I?
VP and Head of SEO at Angular (formerly Virante, Inc.) - a leading search marketing agency known for white-glove link development services, industry R&D, and their suite of innovative SEO tools, such as SEOAlarms, Remove’em, nTopic, PandaRisk, and more.
Love discussing the latest trends and techniques in SEO, and teaching in search marketing training programs for corporate clients and major conferences.
#dadfirst #seomakesmehappy #guitarlover #nerd #lovespaisleys
#Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
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Major Algorithm Updates
Data Source
Algo Proofing Your WebsiteAlgorithm Updates #Pubcon
https://www.google.com/insidesearch/howsearchworks/fighting-spam.html
Algo Proofing Your WebsiteAlgorithm Updates #Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Image Credit: www.2varanasi.com
Algo Proofing Your WebsiteAlgorithm UpdatesAlgo Proofing Your Website
#Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
“So why do you think I should work for Google?”
“Well, you would be working on the cutting edge. You would be exposed to the kind of technology you wouldn’t see anywhere else, cause we hid it in complicated patents and only apply the information when we feel like it. Superstring theory, chaos math, advanced algorithms.”
“Ranking websites based on what I think is best?”
“Well that’s one aspect”
“C’mon that is what you guys do. You guys handle 25% of internet traffic in North America. You are bigger than Facebook, Netflix, and Twitter combined.
“We don’t like to brag about that Jake, but you are exactly right. So the way I see it, the question isn’t why you should work for Google, the question is… Why shouldn’t you?”
“Why shouldn’t I work for Google? That’s a tough one, but I’ll take a shot at it.”
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
#Pubcon
Algo Proofing Your WebsiteGoogle Job Interview
Let’s say I’m working at Google and someone puts an algorithm issue on my desk, something no one else can figure out, maybe I take a shot at it, and maybe I figure out a way to improve it. I’m real happy with myself because I did my job well.
… But maybe that algorithm update identifies anchor text over optimization as a primary indicator of spammy techniques. Now Google sends out manual penalties to 1,000’s of small business websites that I never met or had any problem with, suddenly these entrepreneurs… the same guys we are trying to leverage to help build our economy, have their livelihood destroyed.
The legal team and Matt Cutts don’t care, because they say “they had it coming” and ad revenue is up. Meanwhile, some of these families can’t pay for their house, it gets foreclosed, wrecks their credit for any near-future small business loan and they have to move to a slummy neighborhood where they get a divorce because one of them thought it was a good idea to buy links and they still argue about how they didn’t do anything different than RapGenius or Interflora other than be slightly less knowledgeable about what they were attempting to do.
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
#Pubcon
Algo Proofing Your WebsiteWhy Shouldn’t I Work for Google?
Algo Proofing Your Website
cha·os nouncomplete disorder and confusion.
cha·os the·o·ry nounthe branch of mathematics that deals with complex systems whose behavior is highly sensitive to slight changes in conditions, so that small alterations can give rise to strikingly great consequences.
Chaos Theory #Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Algo Proofing Your WebsiteChaos Theory
Sensitivity to initial conditionsSite structureSearch queriesIncoming links
Topological MixingContentEngagement SignalsInbound Links
#Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
https://www.google.com/insidesearch/howsearchworks/algorithms.html
Did you read the quality guidelines?
angular.marketing/google-smg
… the full guideline?angular.marketing/google-smg-full
Algo Proofing Your WebsiteInconsistency with Guidelines
Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you'd feel comfortable explaining what you've done to a website that competes with you, or to a Google employee.
Any links intended to manipulate PageRank or a site's ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines.
#Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Algo Proofing Your WebsiteHypocrisy #Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Image Credit: somewhere on blogspot… they probably stole it
Algo Proofing Your Website#Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Algo Proofing Your WebsiteChaos = Opportunity #Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Algo Proofing Your Website#Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Luck = Preparation + Opportunity
Rankings = (Relevance + Authority) + Intent
Algo Proofing Your WebsitePurpose of the Algorithm #Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
The common principal:
More Relevant && More AuthorityContent Links
Algo Proofing Your WebsiteQuality Content #Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Quality CONTENT matters!
UNIQUE - Implement rich snippets, schema…
RELEVANT- Topical relevancy… finding user intent
AUTHORITY – Share and Create content in social
Algo Proofing Your WebsiteGreat Content #Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Each Page is Unique with
Distinct Purpose
Algo Proofing Your WebsiteGreat Content #Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Follow the Panda Guidelines to Make Your Content Better
• Was this content written by experts?• Would you consider this content trustworthy?• Is this page an authority on the issue?• Would you see this content in print?• Are there any obvious errors on the page?
Algo Proofing Your WebsiteUnique Content #Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Image Credit: www.highervisibility.com
Rich snippets, microdata, Schema.org Article Markup
Better user experience, increased click through rates
Algo Proofing Your WebsiteUnique Content #Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
http://www.google.com/webmasters/tools/richsnippets
Algo Proofing Your WebsiteUser Generated Content #Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Your content should prove your users are engaged!
Make your audience sneezers, marketing your product/content for you….
Hello social media!
Algo Proofing Your WebsiteRelevant Content #Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
What is the intent of search?
Do you know what personas you are targeting… ?Does it match the persona of those performing search?
Are you fresh?Do you have geo-indicators in content?
Do they want an answer, list of ideas, product to buy?
Algo Proofing Your WebsiteHelpful Content #Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Can you Improve?
Leverage Search Console
Data for low-hanging fruit!
Algo Proofing Your WebsiteRelevant Content #Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Are you topically relevant?
Could you remove your target keyword from your page, and still know exactly what you are talking about?
Algo Proofing Your Website#Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Algo Proofing Your WebsiteAuthoritative Content #Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Do #RCS “Real Company Shit”
-- Wil Reynolds
Have authorities write your content
Algo Proofing Your WebsiteAlways Be Conscious #Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
AlwaysBeConscious
Algo Proofing Your WebsiteAlways Be Conscious #Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Algo Proofing Your WebsiteLinkbuilding Works #Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
If Content is King… Links are Queen…
Algo Proofing Your Website#Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
… Sometimes she wears the pants.
Image Credit: www.drawception.com
Algo Proofing Your WebsiteStop Spamming #Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Quality LINKS matter!
BRAND - Engagement with company, citations
PEOPLE - Social Media, inspire conversation
DIVERSITY - Diversity in anchor text, strategies, etc
Algo Proofing Your WebsiteAlways Brand Conscious #Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
AlwaysBrandConscious
Algo Proofing Your WebsiteLink Building #Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Value Proposition
Prospecting Outreach
Algo Proofing Your WebsiteBe Diverse #Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Low volume of linking from different types of sources
• Links from major news/publications…. You are worthy• Links from old content…. You are an improvement• Links from fresh content…. You are present/timely• Links from broken link building… You replace old authorities• Links from resource link building…. You are useful
Algo Proofing Your WebsiteBe Diverse #Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Good Links are Indistinguishable from
Good Marketing
Algo Proofing Your WebsiteStay out of the Shade #Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Proactive at pruning bad/spammy links
Anchor text diversity and commitment to brand is critical to avoid Penguin and other algorithmic pattern detection.
To Do:http://www.removeem.com/ratios.php
Algo Proofing Your WebsitePurpose of the Algorithm #Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
Image Credit: www.mybloggerlab.com
?
Image Credit: www.steve-dale.net/
Algo Proofing Your WebsiteBe Smarter… Evolve
#Pubcon
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
#Pubcon
Algo Proofing Your WebsiteIf you can’t evolve
Are you this
smart?
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall
#Pubcon
Algo Proofing Your WebsiteGood Will Hunting
Angular.Marketing
www.seoalarms.com www.ntopic.org
www.pandarisk.comwww.removeem.com
www.outreachapp.comwww.penguinanalysis.com
http://Angular.Marketing [email protected] 919-459-2834 @jakebohall