Bastian Grimm, CEO & Founder, Grimm Digital
WordPress SEOLondon Affiliate Conference
January 2012
http://www.seomoz.org/google-algorithm-change
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516 Updates in 2010
In 2010 Google tested around 13.000 changes to their algo, 516 are still „live“.
Main focus of those updates were technical, marketing and usability changes, including:– Caffeine: New infrastructure– Suggest: Usability (trying to simplify navigation)– Instant & Instant Previews
In 2011 we mainly talked „Panda“
And why’s that?
BECAUSE… Google sucks!
And now: Let’s have some fun, shall we?
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About me
Background: PHP & Java– Dev. CMS, shops & forums– Wazap! Game Search Engine
Online Marketing since 2004– SEO strategy consulting, in-house
trainings & workshops, WordPress SEO, etc.
– Just an Affiliate Links, Links, Links…need some? Stuff to play with…
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#1: WordPress Setup 1/3
1. Setup WP w/ optimized settings– Permalinks, Plug-ins, Settings
2. Use Xcloner to multiply setup– Easier vs. re-doing 1/ over & over again
3. Use ManageWP for maintenance– Perfect mass management solution
4. Or: Update using browser favorites– Just replace hostnames in your list
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#1: WordPress Setup 2/3
1. Use default WordPress and install2. Edit wp-config.php:– define('WP_ALLOW_MULTISITE', true);
3. Install WP “MU Domain Mapping”– Copy “sunrise.php” to “wp-content”
4. Edit wp-config.php, again:– define('SUNRISE', 'on');
Bonus: “Clone Sites for WPMU“
More: http://codex.wordpress.org/Create_A_Network
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#1: WordPress Setup 3/3
1. Do a standard WP MU installation2. Use a static export of a single blog
using HTTrack– Search & replace tasks using “find” and
“sed” at command line-level
3. FTP upload & distribution using LFTP– Unlimited hoster; no PHP/ MySQL req.
Hint: Don’t do “wget”, not all path’s (like in CSS / JS) will be replaced
http://yoast.com/wordpress/seo/
#2: WordPress SEO by Yoast 1/7
#2: WordPress SEO by Yoast 2/7
#2: WordPress SEO by Yoast 3/7
#2: WordPress SEO by Yoast 4/7
#2: WordPress SEO by Yoast 5/7
#2: WordPress SEO by Yoast 6/7
#2: WordPress SEO by Yoast 7/7
Some more plug-in awesomeness!
#3: Yet Another Related Posts Plugin
http://wordpress.org/extend/plugins/yet-another-related-posts-plugin/
#4: Back WP up
http://wordpress.org/extend/plugins/backwpup/
#5: WP Permalauts
http://wordpress.org/extend/plugins/wp-permalauts/
#6: Redirection
http://wordpress.org/extend/plugins/redirection/
#7: Eclipse Link Cloaker
http://eclipsecloaker.com/ (57$ one-time fee)
#8: Custom Image SRC
http://wordpress.org/extend/plugins/custom-image-src/
<link rel=”image_src” href=”preview-image-here.jpg” />
WordPress Security
#9: Do updates regularly!
Keep your installation „clean“– Remove all non-active Themes and Plug-ins
Keep WordPress and Plug-ins updated– WP Updates Notifier to get emails on out-dated
components (core, themes & plug-ins) for all blogs:• http://wordpress.org/extend/plugins/wp-updates-notifier/
– ManageWP can do one-click mass updates (core, themes, plug-ins again) for all your blogs:• http://managewp.com/features
#10: WP AntiVirus
http://wordpress.org/extend/plugins/antivirus/
#11: Secure WordPress
http://wordpress.org/extend/plugins/secure-wordpress/
#12: WP Security Scan
http://wordpress.org/extend/plugins/wp-security-scan/
#12: WP Security Scan
http://wordpress.org/extend/plugins/wp-security-scan/
Themes & Theme Frameworks
#13: Premium Themes 1/4
themeforest - http://themeforest.net/category/wordpress~1.400 themes, starting at $ 30
#13: Premium Themes 2/4
WOO Themes - http://www.woothemes.com/~120 themes, 3 starting at $ 70
#13: Premium Themes 3/4
simple themes - http://www.simplethemes.com/ ~15 themes, starting at $ 49
#13: Premium Themes 4/4
elegantthemes - http://www.elegantthemes.com/~70 themes, starting at $ 39 per year
#14: Premium Theme Frameworks 1/2
Thesis Theme Framework - http://diythemes.com/Unlimited developer license for $ 164
#14: Premium Theme Frameworks 2/2
STUDIOPRESS Genesis Framework - http://www.studiopress.com/Unlimited developer license for $ 300 (~44 Themes)
Let’s talk content…
#15: Scale Content Creation
Textbroker WordPress Plugin - http://www.textbroker.com/wordpress/Order & check content from within WP; auto-publish new content as post or page.
#16: Auto re-build content
#16: Auto re-build content
#16: Auto re-build content
#16: Auto re-build content
http://redir.ec/warrick
Technical stuff to consider…
#17: Avoid footprints & patterns
1. Google AdSense & Analytics
2. Affiliate Codes / IDs3. Content (# words, #
pages, etc.)4. Always the same
theme / mark-up
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#18: Don‘t over-do it!
H1 vs. H2 „PageRank Sculpting“ “nofollow”-usage CSS positioning „Keyword density“ etc.
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#19: Fails aka what NOT to do! 1/4
DO NOT inter-link all domains with all other domains from your network…
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#19: Fails aka what NOT to do! 2/4
DO NOT put all your domains in one GWT account…
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#19: Fails aka what NOT to do! 3/4
DO NOT sell links too obviously (footer, sidebar, etc.)…
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#19: Fails aka what NOT to do! 4/4
DO NOT MAKE THEM LOOK (TOO) STUPID!
Expired Domains and what to know…
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#20: Expired Domain Provider 1/4
www.expireds.net
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#20: Expired Domain Provider 2/4
www.snapnames.com
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#20: Expired Domain Provider 3/4
www.pool.com
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#20: Expired Domain Provider 4/4
www.namejet.com
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#21: Go „exotic“
PRO: Less competition PRO: Google without direct NIC-
access; this results in slower (or) no actions because of owner changes
PRO: Way easier to change theme or content of that domain
CON: Registration harder & more expensive (trustee service, etc.)
CON: Backlink profile probably with wrong geo-focus
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#22: Pre-Select carefully
1. Create a huge domain list– Seed sources like DMOZ, Wikipedia, competitor BL‘s
2. Rate and filter your results– Use SEO metrics like BL quality, age, PR / mR /
ACrank, visibility, etc.
3. Prefer domains most likely to be deleted– Already in transit, error & under construction sites
4. Be creative– Yearly re-occurring events, insolvency , etc.
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#23: Consider long-time expireds
Crawl the web w/ Xenu Use publicly trusted
sources to start:– Yahoo!, DMOZ– Wikipedia– Universities
BUT… “no such host” does not
necessarily mean you can get that domain
You need to check DNS, Whois, link-profile, etc.
THAT’s A LOT OF WORK!
… this is how I do my work:
WAY too much stress…
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#23: Consider long-time expireds
http://80legs.com/
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#24: Rebuild those domains
1. Try to re-create content and URL-structures2. Have a look at old URLs with rankings3. Re-check old inbound anchor-texts and targets4. Use strong URLs for internal link-juice
distribution (aka hubs)5. Redirect the ones (depending on theme and
content) you don‘t need
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#25: Watch out for errors
Knowledge is power Use a 404 logger – Analytics software– Redirection (built-in)– Webserver logs
Setup 301 redirects accordingly
Image stolen from: http://bit.ly/Fuw8
13.10.2011 64
OMCap 2011 - Online Marketing Konferenz Berlin
And that’s it! … Wait, still not enough?
Bastian Grimm, CEO & Founder, Grimm Digital
Thanks for your [email protected]/basgrlinkedin.com/in/bastiangrimmfacebook.com/grimm.digital