what's new in seo
TRANSCRIPT
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POLEMICD I G I T A L
@badams
What’s Newin SEO?
13th April 2016Barry AdamsPolemic Digital
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POLEMICD I G I T A L
@badams
Barry Adams
• Doing SEO since 1998• Founder of Polemic Digital• Senior Editor at State of Digital
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POLEMICD I G I T A L
@badams
What’s New in SEO?
1. Google AMP2. Mobile-friendly algo boost3. Blogger ‘nofollow’ links4. Screaming Frog Log File Analyser5. Website Security & SEO
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POLEMICD I G I T A L
@badams
Google AMP
• Accelerated Mobile Pages
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POLEMICD I G I T A L
@badams
What are Accelerated Mobile Pages?
• Stripped-down, lean versions of your normal webpages that Google will host on its own servers.
• Allows your content to be shown to mobile users almost instantaneously.
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POLEMICD I G I T A L
@badams
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POLEMICD I G I T A L
@badams
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POLEMICD I G I T A L
@badams
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POLEMICD I G I T A L
@badams
Google Search Console
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POLEMICD I G I T A L
@badams
Should you implement AMP?
• Blog or news pages? Yes
• Product / service pages? No
• Interactive / dynamic pages? No
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POLEMICD I G I T A L
@badams
Mobile Friendly boost in May
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POLEMICD I G I T A L
@badams
The year of mobile was 2014
Active users of web search engines:
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POLEMICD I G I T A L
@badams
Everything is Mobile First
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POLEMICD I G I T A L
@badams
Blogger Nofollow Links
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POLEMICD I G I T A L
@badams
If a blogger receives a gift… Disclose it on the blog Any link to the company should have a
“rel=nofollow” tag
Full article:http://bada.ms/bloggernofollow
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POLEMICD I G I T A L
@badams
My Opinion:
“Google is now clearly redrawing the lines of how a company’s promotional efforts are allowed to influence the link graph. It seems Google interprets any promotional activity that results in links as an attempt to manipulate its search results, which begs the question what a company is actually allowed to do in Google’s eyes to boost its online profile.”
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POLEMICD I G I T A L
@badams
My Opinion:
“Google is now clearly redrawing the lines of how a company’s promotional efforts are allowed to influence the link graph. It seems Google interprets any promotional activity that results in links as an attempt to manipulate its search results, which begs the question what a company is actually allowed to do in Google’s eyes to boost its online profile.”
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POLEMICD I G I T A L
@badams
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POLEMICD I G I T A L
@badams
Screaming Frog Log File Analyser
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POLEMICD I G I T A L
@badams
Why log file analysis?
• Crawl optimisation• Orphan pages• Redirect chains• Crawl traps• Pagination• Trends over time• Etc…
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POLEMICD I G I T A L
@badams
Website Security & SEO
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POLEMICD I G I T A L
@badams
Chain of events:• Thursday 7th Jan, 8 PM:
Site is hacked, hacker injects malwareThis is detected & cleaned up by 11 PM
• Monday 11th Jan, 6 AM:Google de-indexes the entire site
• Tuesday 12th Jan, 11 AM:Penalty notification from GoogleSite is penalised for cloaked content
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POLEMICD I G I T A L
@badams
We kick up a fuss…
• Thursday 14th Jan, 4 AM:
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POLEMICD I G I T A L
@badams
Lessons learned:• Site security is not optional
You can’t afford it to be an after-thought
• Hacked websites can lead to severe Google penaltiesIn addition to the possible data loss & PR fall-out
• Google is not perfect (duh)A hacked website can sometimes be interpreted
as an attempt to spam Google