seo kung fu lessons
DESCRIPTION
Advanced SEO techniques, including White Hat, Black Hat and protection. A crash course for the SEO ninja.TRANSCRIPT
SEO Kung Fu Lessons
SEO Kung Fu - Mihai Gheza
State of the Search Industry
• Nothing special happened with google in the last year
SEO Kung Fu - Mihai Gheza
except the fact that• Google recently pumped up
the results for large corporations
• to get them out of the crysis
• and confuse the f$%*k out of SEO guys
SEO Kung Fu - Mihai Gheza
and personalized search.
SEO Kung Fu - Mihai Gheza
The idea was pretty nicely explained• by Joseph Pine (TED) who states that we evolved from• goods -> services -> experience• The same (shitty) results now come with an experience
SEO Kung Fu - Mihai Gheza
experience that had long been inventedby social networks
SEO Kung Fu - Mihai Gheza
Lesson One: Defense
SEO Kung Fu - Mihai Gheza
1.1 OnSite SEO is kinda like holy water• You prepare yourself, which is good, but it’s not a
strategy
SEO Kung Fu - Mihai Gheza
1.2 Mr Miyagi style…• “Wax on, Wax off” not really insightful
SEO Kung Fu - Mihai Gheza
1.3 Who can train you?
SEO Kung Fu - Mihai Gheza
Sensei Matt Cutts
SEO Kung Fu - Mihai Gheza
Sensei Rand Fishkin
SEO Kung Fu - Mihai Gheza
Sensei Aaron Wall
SEO Kung Fu - Mihai Gheza
Sempai Mihai Gheza :)
SEO Kung Fu - Mihai Gheza
Cheat Sheet on my Blog
Lesson Two: Attack!
SEO Kung Fu - Mihai Gheza
SEO is pretty personal stuff• You don’t just want to get on the first page, you
want to specifically outrank “the guy who’s there on the first spot on google”
SEO Kung Fu - Mihai Gheza
2. White Hat or the Right Hand Path
SEO Kung Fu - Mihai Gheza
2.1 Link Building is just like in the real world
• Important, authoritative people have to say something about you
• As many people as possible
SEO Kung Fu - Mihai Gheza
The governor of the Romanian National Bank talking about the GDP
2.2 Who should say what about me?
SEO Kung Fu - Mihai Gheza
2.3 KeyWords Research
SEO Kung Fu - Mihai Gheza
2.4 Competition Research with Linkscape
• Advanced reports cost 79$/month• If you’re in a hurry, it’s worth it• You get to audit 20 websites (your competitors)• And you find out which of their backlinks carry the most juice• Plus a ton more
SEO Kung Fu - Mihai Gheza
* I am not affiliated in any way with SEOMoz
2.5 Competition Research with…patience
SEO Kung Fu - Mihai Gheza
• Advanced search operators• Mixed with a PageRank reporting tool• And a lot of caffeine• Beware of “nofollow”
2.6 And then?
• You start spreading your link to websites that have the most relevancy&PR and who
• agree to place your keywords in the anchor
SEO Kung Fu - Mihai Gheza
2.7 Try doing it social
SEO Kung Fu - Mihai Gheza
• send more traffic than google• just for some specific websites, according to a recent stat
2.8 But… • Twitter’s tinyurls don’t pass PageRank. • and you risk becoming…
SEO Kung Fu - Mihai Gheza
2.9 And eventually…
• what does social mean for a company?
SEO Kung Fu - Mihai Gheza
Screenshot from a cheap amateur Romanian TV show
3. Black Hat or the Left Hand Path
SEO Kung Fu - Mihai Gheza
3.1 Techniques• XSS• Tattling• Google insulation• Copyright takedown notices• Duplicate content• Denial of service attack• Click fraud• Google Bowling• Link Farming & Redirecting
SEO Kung Fu - Mihai Gheza
3.2 All are just harrasment and are possible
• due to an exploit in GoogleBot
SEO Kung Fu - Mihai Gheza
3.3 The most dangerous (IMHO)• Out of the 40some websites who entered the GPeC cotest
(Romanian eCommerce Awards)• more than half have an interesting “feature”:• different URLs show the same product as long as you don’t change the ID
• mobila-online.ro/scaun-electric-REL-405-id553.html• comenzipc.ro/laptop/cu-pedale-esprimo+mobile+v6535-cpc13756.html• usbmania.ro/cadouri-usb/vibrator-pe-usb-pr-16147.html• vexio.ro/apple/nu-ma-cumpara-ca-sunt-scump_P5504• sensis.ro/Sapun_NAOMIE_cosmetice_naturale-sau-nu.htm• kadoly.ro/cadouri/cadou-lenjerie-kinky-p1273.html• fanmusic.ro/Tudor-Gheorghe-Orgia-cu-taraf-Vol1-p-17330-p.html• magazinultau.ro/lcd-tv-lg-porno-26lg3050-26-inch-hd-ready-p-57212.html• ^ silly URLs in Romanian, available on the 28th of March 2009
SEO Kung Fu - Mihai Gheza
3.4 Happens with bigger players also
SEO Kung Fu - Mihai Gheza
emag.ro/sisteme_operare2/windows-vista-is-a-catastrophy-buy-XP-instead--p66J-07148
eMag is currently the largest IT retailer in Romania
3.5 How can this hit me?• mystore.com/original-real-product-description-URL-with-ID-123.html• mystore.com/non-existing-product-no-1-but-the-same-ID-123.html• mystore.com/non-existing-product-no-2-but-the-same-ID-123.html• mystore.com/non-existing-product-no-3-but-the-same-ID-123.html
• …• mystore.com/non-existing-product-no-999999-but-the-same-ID-123.html
• Indexed on several SPLOGs ->• Google thinks that
– you‘re trying to bring in traffic– but you’re fooling your customers ->
• Google takes out all the links from SERPs • Including your original product!
SEO Kung Fu - Mihai Gheza
3.6 How do I defend myself?
SEO Kung Fu - Mihai Gheza
Proper 404 Header Response for non-existing URLs
3.7 Funny Harrasing (or not)
Several random porn blogs with the snippet:
<!-- START Google Analytics -->...
<script type="text/javascript"> var pageTracker = _gat._getTracker("UA-COMPETITOR’S-CODE");
...
Easily avoided with a domain filter in the Analytics Settings
SEO Kung Fu - Mihai Gheza
Grey Hat…There’s no such thing. Don’t toy around with this!
SEO Kung Fu - Mihai Gheza
SEODO or The Way of the SEO Samurai
• Proper On Site SEO• Watch your stats referrers
• Place filters in Analytics• Give 404s for non existing URLs• Protect yourself from counterfeiters with copyscape.com
• Do research and organic link building • and you will become a…
SEO Kung Fu - Mihai Gheza
SEO Ninja
SEO Kung Fu - Mihai Gheza
May the Force be with You!
Mihai GhezaCreative Commons Attribution-Noncommercial-Share Alike 3.0 Unported License.