set it and forget it seo by russ jones, virante, inc

Russ Jones, CTO, Virante, Inc

About Virante, Inc. and Me

Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com

• Research & Data Driven Search Marketing Company in RTP• In business since 2001• 23 Strong and Growing

The King of Infomercials

Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com

The ROI of On Site Optimization

Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com

The Goal

Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com

• Self Optimizing• Self Healing• Self Repairing Websites• So You Can Write Content• And Hustle for Links instead.

Self Optimizing

Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com

• Second Page Poaching• Sooooo last year, but wait…

There’s

More!

Second Page Poaching

Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com

• Highest RoI Movement• Non-Competitive Placement

Second Page Poaching

Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com

• Simple to Automate• Record All Pages & Keywords that Rank on Page 2 Using

Google Referrers (google.com/?q=keyword&start=10)• Distribute Links Across Site to Flow PR to Those Pages

Second Page Poaching

Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com

http://t1ny.us/pzy2k

May cause your website to explode…

Real-Time Referrer Indexing

Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com

Making the most of the links you already have.

What percentage of the pages that link to you are actually indexed by Google?

Since your link was added to the page?

Real-Time Referrer Indexing

Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com

Making the most of the links you already have.

• Over 10,000 Referring Pages with Followed Links

• 500+ Never Indexed by Google

• Tons of link juice waiting to be squeezed out.

Real-Time Referrer Indexing

Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com

Real-Time Referrer Indexing

Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com

Will likely melt your processor, seriously, bug test before you go live.

http://t1ny.us/iiy6o

Self Healing

Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com

• Catch Canonicals BeforeThey Kill!

• Fix Fat Fingered 404s on theFly!

Canonical Issue Detection & Repair

Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com

The problem…

• How do I find and remove potential canonical issues before they are found by the search engines?

• Somebody just linked to my page but added a ? At the end…

Canonical Issue Detection & Repair

Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com

A little digression

• String Similarity Measurements• Levenshtein Distance: minimum number of edits needed to

transform one string into the other, with the allowable edit operations being insertion, deletion, or substitution of a single character

• Eg: russ to best has an LD of 3 (replace r with b, u with e, and the last s with t)

• Rand to best has an LD of 4. Meaning russ is closer to best than Rand. Just sayin.

Canonical Issue Detection & Repair

Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com

XML Sitemaps Are Your Friend…

Canonical Issue Detection & Repair

Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com

Server may find you in a dark alley, ask you uncomfortable questions about your decision

to not test this code before running…

http://t1ny.us/uj0tk

PageRank Recovery on the Fly

Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com

Fixing Fat Fingered 404s Fantastically

• Someone linked to my page but spelled it wrong. Do I really have to find all of these one by one and contact the webmaster to change the link or, even worse, update my .htaccess file to redirect them? Don’t you have a solution that lets me spend my day in a snuggie while drinking 5 hour energy? Oooh, look, Facts of Life is on.

PageRank Recovery on the Fly

Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com

Shooting myself in the foot, time and time again

• Finds 404 pages with MozRank and helps you build an HTACCESS file to 301 redirect them.

• Reactive.

PageRank Recovery on the Fly

Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com

Fixing Fat Fingered 404s Fantastically

PageRank Recovery on the Fly

Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com

No Sitemap, Eh?

• Got a database of pages, like Wordpress wp_posts table?Simple, just grab the URLs from this table rather than using your sitemap.

• Got flat files? Try mod_speling http://httpd.apache.org/docs/1.3/mod/mod_speling.html

• Got Windows IIS? On your own.

PageRank Recovery on the Fly

Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com

These Actually Work, Mostly

• Wordpress Plugin: http://t1ny.us/ybh31• Drupal Plugin: Brian Gilley, http://www.socialseo.com• PHP code: http://t1ny.us/eid23

Contact, Questions, etc.

Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com

• Twitter: @rjonesx• Blog: thegooglecache.com• Website: www.virante.com• People You Should Meet:

• Jenn Summe: SEO Manager and Head of Virante Link Building

Jacob Bohall: Director of Business Development