travel babble june2012.pptx
DESCRIPTION
TRANSCRIPT
Welcome!
Travel Babble – Search LandscapeMarketplace 2012
● Who is Fresh Egg?- Fully integrated digital marketing agency focussed on UK work(Content, Social, SEO, PPC, UX, Insight, Web & App Dev)
- HQ in Worthing with a London presence
- 12 years of successful performance-led client work
- 120 clients and growing…
Welcome to Fresh Egg
The Google Penguin
● Reasonable community consensus
● First one to hit 'real' SEOs
● Reliably five main conclusions
Google Penguin
● Anchor text diversity● <A>click here</A>● <A>my brand</A>● <A>what my brand does</A>
● Depth – Root, L1, Article
● Variety – avoid exact-match!
● Avoid over-programming (35-65%?)
More About Anchors Than You Ever Wanted
Bad Neighbourhoods
Class-C Concentration
Location Clustering
Follow/no-follow ‘Splog’ structures
What is your recommendation on how I can rectify this problem?Recovery
● Weighing our options:- Do nothing- Fix ourselves or seek out professionals?- Abandon site and start afresh
Making the Right Decision
● Recovery – do we ditch sites?- Yes, potentially…- Or ditch methods, keep the site
Decision Making Process
Full off-page audit
Understand Link Equity:
=> Domain => subsection
=> Landing
Evaluate Taxonomy Toxicity =>
Classification
Logical re-org. New copy?
Re-indexation & Recovery
● You’ll need in-depth analysis tools to accomplish this
● Popular options:
● Price vs. functionality
● Or… bring in an expert
Tooling
Data screen shot Normality in - <A> text, TLD, ‘Follow’, Class- C
Data screen shot Anchor Text Keyword Graph
Can you identify quality travel blogs to guest post on?
● Yes, lots
● Words of caution
● Valueless to tell all of you – stop chasing the game
● Work toward a methodology – build relationships
Protect Your Sources
● Appraise your platforms thoroughly
● Tripping no-follow rates
● Spurious domain profiles
● Overly programming Anchor text
● Taxonomy planning
Re-cap Best Practice for Identification
Questions:
I’ve heard a lot about rel=author lately and that it is important to utilise in order to improve rankings – what is this about?
Is there increasing recognition in the Search community that fresh, original, high-quality travel content makes a difference to Search and Inbound Marketing? And are we seeing more companies willing to invest in securing that content?
● What is rel=author?● Additional, optional mark-up in links and microformats● Higher visibility in SERPs● Greater content consumption in circles● Extensible authorship association beyond Google
● What is agent rank?● Google Patent Sept 2011● Intended to augment PageRank initially● Overall attempt to improve authority and reduce clutter
Google Developments
A Look to the Future – from Platform Rank to Voice Rank
● Platform authority – domain and PR
● Agent/Author authority
● Object based semantics?
Journalistic commoditisation: Cars, Jobs, Homes, Holidays
Add More Value and Control Your Voice
Change the way you think:Plug content gaps - perhaps not typically/previously related to travel
Thank You!
#TravelBabble