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Travel Babble June2012
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Travel Babble June2012

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  • 1. Welcome!Travel Babble – Search LandscapeMarketplace 2012
  • 2. Welcome to Fresh Egg• 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…
  • 3. The Google Penguin
  • 4. Google Penguin• Reasonable community consensus• First one to hit real SEOs• Reliably five main conclusions
  • 5. More About Anchors Than You Ever Wanted• 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%?)
  • 6. Bad Neighbourhoods Class-C Location Clustering Concentration Follow/no-follow ‘Splog’ structures
  • 7. What is your recommendation on how I can rectify this problem?Recovery
  • 8. Making the Right Decision• Weighing our options: - Do nothing - Fix ourselves or seek out professionals? - Abandon site and start afresh • Recovery – do we ditch sites? - Yes, potentially… - Or ditch methods, keep the site
  • 9. Decision Making Process Full Off-page off-page audit Audit Understand Link 1 Equity: Re-indexation => Domain & Recovery => subsection => Landing Evaluate Logical re-org. Taxonomy New copy? Toxicity => Classification
  • 10. Tooling• You’ll need in-depth analysis tools to accomplish this• Popular options:• Price vs. functionality• Or… bring in an expert
  • 11. Data screen shotNormality in - <A> text, TLD, ‘Follow’, Class- C
  • 12. Data screen shotAnchor Text Keyword Graph
  • 13. Can you identify quality travel blogs to guest post on?
  • 14. Protect Your Sources• Yes, lots• Words of caution• Valueless to tell all of you – stop chasing the game• Work toward a methodology – build relationships
  • 15. Re-cap Best Practice for Identification• Appraise your platforms thoroughly• Tripping no-follow rates• Spurious domain profiles• Overly programming Anchor text• Taxonomy planning
  • 16. Questions:I’ve heard a lot about rel=author lately and that it is important toutilise in order to improve rankings – what is this about?Is there increasing recognition in the Search community thatfresh, original, high-quality travel content makes a difference toSearch and Inbound Marketing? And are we seeing more companieswilling to invest in securing that content?
  • 17. Google Developments• 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
  • 18. A Look to the Future – from Platform Rank to Voice Rank• Platform authority – domain and PR• Agent/Author authority• Object based semantics?
  • 19. Add More Value and Control Your VoiceJournalistic commoditisation:Cars, Jobs, Homes, HolidaysChange the way you think:Plug content gaps - perhaps not typically/previously related to travel
  • 20. Thank You! #TravelBabble