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A4U Europe – Barcelona Martin MacDonaldJune 19th, 2012
Martin MacDonaldDirector Inbound MarketingExpedia (EAN)@searchmartin
@searchmartin
The New Rules(affiliate site architecture)
Venice Vince                       Panda                                 (or farmer)          Florida     Austin          ...
Why HaveI lost allmy traffic?
Stop Ruining Cute Animals!http://www.seomoz.org/google-algorithm-change
My twofavouritequestions…
So, howmuch……of my spun/copied/generated/templated/markov/scraped/ripped/content can I keep?
All of it!
All of it!…as long as you de-index it
seriously.
So, howmany……of my bought/rented/traded/acquired/widget/directory linkscan I keep?
AnyGuessing?
Well, itdepends.Seriously. It does. Sorry.
Good.                           Bad.       Real links*                    Blogroll Links                                  ...
Stop chasingthe algorithm
Work outwhere googleare going
Get there first
Why Social Signals are Important
Why Social Signals are Important   AKA: who shot PageRank?
Why Social Signals are ImportantNetwork TopographySocial Networks* arecurrently a much morereliable authoritativerepresent...
Why Social Signals are ImportantNetwork TopographyUn-natural socialprofiles are ignored bythe search engines as aranking f...
Social groups are easy (to see)
This shit isnt that straightforward
If we care about deeplinking…
If we care about deeplinking…
If we care about deeplinking…
If we care about deeplinking…
Authority is tough to fake.. 1200 1000  800  600  400  200    0        1   2   3   4           5          6   7   8   9   ...
Authority is tough to fake.. 1200 1000  800  600  400  200    0        1   2   3   4           5          6   7   8   9   ...
lets think about “social-spread”
lets think about “social-spread”
lets think about “social-spread” 1200 1000  800  600  400  200    0        1   2   3   4           5          6   7   8   ...
Want beta access?Hi @Ysekand just heard @searchmartinTalking at #A4U, your tools look great!Can I get beta access?
DIY Social
this works right?URL                                                                     Links   Domains   Unique IPshttp:...
this works right?URL                                                                     Links   Domains   Unique IPshttp:...
this works right?URL                                                                     Links   Domains   Unique IPshttp:...
but I can’t do it on site 
but I can’t do it on site 
use someone else’s
hijacking communities  Sometimes  Linkbuilding  opportunities  come out of  nowhere...
hijacking communities  Sometimes  “Linkbuilding”  opportunities  come out of  nowhere...  Now I‟m interested
hijacking communities  Sometimes  Linkbuilding  opportunities  come out of  nowhere...  Now I‟m interested  Seed my conten...
hijacking communities
hijacking communities
what happened next?
what happened next?
what happened next?
what happened next?                 WTF?
what happened next?
what happened next?Normal traffic:30-50 visits/day
But what about the links?
Whats the worst that can happen?1) You build a network of great contacts2) You make your web properties more involving and...
Key Points1) No you can NOT carry on using “rubbish” content2) Stop going for the “easy” link3) Lets all forget about the ...
Best Practices1) You have to remove all copied content, de-index it etc.2) Everything spiders see on your site should be g...
Who’s that guy?martin macdonald                        @SearchMartin                    bit.ly/GplusMartin                ...
A4U Barcelona 2012 - Martin Macdonald
A4U Barcelona 2012 - Martin Macdonald
A4U Barcelona 2012 - Martin Macdonald
A4U Barcelona 2012 - Martin Macdonald
A4U Barcelona 2012 - Martin Macdonald
A4U Barcelona 2012 - Martin Macdonald
A4U Barcelona 2012 - Martin Macdonald
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A4U Barcelona 2012 - Martin Macdonald

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  • Bonjour
    Mon nom est Mlle merci hassan j'ai vu votre profil aujourd'hui et je
    est devenu intéressé à vous, je tiens également à vous en savez plus
    et je veux que vous envoyez un e-mail à mon adresse email afin que je puisse vous donner ma photo
    votre nouvel ami.

    mercy_hassan22@yahoo.in

    =====================================================================

    Hello
    My name is Miss mercy hassan I saw your profile today and i
    became interested in you, I will also want to know you more
    and I want you to send an email to my mailbox so that I can give you my picture
    yours new friend.

    mercy_hassan22@yahoo.in
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • The twitter data is from followerwonk - the really good stuff is paid for, but its well worth it (and amazingly cheap actually)
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • the twitter data?
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hi Martin
    where do you get this data from...may I ask?
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

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Transcript of "A4U Barcelona 2012 - Martin Macdonald"

  1. 1. A4U Europe – Barcelona Martin MacDonaldJune 19th, 2012
  2. 2. Martin MacDonaldDirector Inbound MarketingExpedia (EAN)@searchmartin
  3. 3. @searchmartin
  4. 4. The New Rules(affiliate site architecture)
  5. 5. Venice Vince Panda (or farmer) Florida Austin Penguin MayDay JaggerInstant Big Daddy Caffeine “The Google Dance”
  6. 6. Why HaveI lost allmy traffic?
  7. 7. Stop Ruining Cute Animals!http://www.seomoz.org/google-algorithm-change
  8. 8. My twofavouritequestions…
  9. 9. So, howmuch……of my spun/copied/generated/templated/markov/scraped/ripped/content can I keep?
  10. 10. All of it!
  11. 11. All of it!…as long as you de-index it
  12. 12. seriously.
  13. 13. So, howmany……of my bought/rented/traded/acquired/widget/directory linkscan I keep?
  14. 14. AnyGuessing?
  15. 15. Well, itdepends.Seriously. It does. Sorry.
  16. 16. Good. Bad. Real links* Blogroll Links Footer Links Widget Links Sitewide Links Lists of Links „Over optimized‟ Anchors „Over optimized‟ Internal Links Article Submissions Anything with the word “network”.**well… lets discuss that. *and… lets discuss this as well.
  17. 17. Stop chasingthe algorithm
  18. 18. Work outwhere googleare going
  19. 19. Get there first
  20. 20. Why Social Signals are Important
  21. 21. Why Social Signals are Important AKA: who shot PageRank?
  22. 22. Why Social Signals are ImportantNetwork TopographySocial Networks* arecurrently a much morereliable authoritativerepresentation thanlinks. * currently….
  23. 23. Why Social Signals are ImportantNetwork TopographyUn-natural socialprofiles are ignored bythe search engines as aranking factor
  24. 24. Social groups are easy (to see)
  25. 25. This shit isnt that straightforward
  26. 26. If we care about deeplinking…
  27. 27. If we care about deeplinking…
  28. 28. If we care about deeplinking…
  29. 29. If we care about deeplinking…
  30. 30. Authority is tough to fake.. 1200 1000 800 600 400 200 0 1 2 3 4 5 6 7 8 9 Delta Spam
  31. 31. Authority is tough to fake.. 1200 1000 800 600 400 200 0 1 2 3 4 5 6 7 8 9 Delta Spam
  32. 32. lets think about “social-spread”
  33. 33. lets think about “social-spread”
  34. 34. lets think about “social-spread” 1200 1000 800 600 400 200 0 1 2 3 4 5 6 7 8 9 Delta Spam
  35. 35. Want beta access?Hi @Ysekand just heard @searchmartinTalking at #A4U, your tools look great!Can I get beta access?
  36. 36. DIY Social
  37. 37. this works right?URL Links Domains Unique IPshttp://www.seomoz.org/users/profile/63 1510 184 163http://www.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf 536 247 236http://www.seomoz.org/users/view/63 4026 312 271http://static.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf 153 66 38http://www.seomoz.org/users/profile/22897 685 119 105https://www.seomoz.org/users/register 167 73 69http://www.seomoz.org/users/view/81197 667 68 63http://www.seomoz.org/users/profile/218981 510 66 62http://www.seomoz.org/users/profile/21379 206 62 58http://www.seomoz.org/users/view/49007 703 98 93http://www.seomoz.org/users/view/22897 575 86 82http://www.seomoz.org/users/profile/155620 406 75 71http://www.seomoz.org/users/view/30546 532 65 61http://www.seomoz.org/users/view/21348 1127 76 70http://www.seomoz.org/users/view/78590 486 66 63http://www.seomoz.org/users/view/21379 437 64 59
  38. 38. this works right?URL Links Domains Unique IPshttp://www.seomoz.org/users/profile/63 1510 184 163http://www.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf 536 247 236http://www.seomoz.org/users/view/63 4026 312 271http://static.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf 153 66 38http://www.seomoz.org/users/profile/22897 685 119 105https://www.seomoz.org/users/register 167 73 69http://www.seomoz.org/users/view/81197 667 68 63http://www.seomoz.org/users/profile/218981 510 66 62http://www.seomoz.org/users/profile/21379 206 62 58http://www.seomoz.org/users/view/49007 703 98 93http://www.seomoz.org/users/view/22897 575 86 82http://www.seomoz.org/users/profile/155620 406 75 71http://www.seomoz.org/users/view/30546 532 65 61http://www.seomoz.org/users/view/21348 1127 76 70http://www.seomoz.org/users/view/78590 486 66 63http://www.seomoz.org/users/view/21379 437 64 59
  39. 39. this works right?URL Links Domains Unique IPshttp://www.seomoz.org/users/profile/63 1510 184 163http://www.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf 536 247 236http://www.seomoz.org/users/view/63 4026 312 271http://static.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf 153 66 38http://www.seomoz.org/users/profile/22897 685 119 105https://www.seomoz.org/users/register 167 73 69http://www.seomoz.org/users/view/81197 667 68 63http://www.seomoz.org/users/profile/218981 510 66 62http://www.seomoz.org/users/profile/21379 206 62 58http://www.seomoz.org/users/view/49007 703 98 93http://www.seomoz.org/users/view/22897 575 86 82http://www.seomoz.org/users/profile/155620 406 75 71http://www.seomoz.org/users/view/30546 532 65 61http://www.seomoz.org/users/view/21348 1127 76 70http://www.seomoz.org/users/view/78590 486 66 63http://www.seomoz.org/users/view/21379 437 64 59
  40. 40. but I can’t do it on site 
  41. 41. but I can’t do it on site 
  42. 42. use someone else’s
  43. 43. hijacking communities Sometimes Linkbuilding opportunities come out of nowhere...
  44. 44. hijacking communities Sometimes “Linkbuilding” opportunities come out of nowhere... Now I‟m interested
  45. 45. hijacking communities Sometimes Linkbuilding opportunities come out of nowhere... Now I‟m interested Seed my content to the right people..
  46. 46. hijacking communities
  47. 47. hijacking communities
  48. 48. what happened next?
  49. 49. what happened next?
  50. 50. what happened next?
  51. 51. what happened next? WTF?
  52. 52. what happened next?
  53. 53. what happened next?Normal traffic:30-50 visits/day
  54. 54. But what about the links?
  55. 55. Whats the worst that can happen?1) You build a network of great contacts2) You make your web properties more involving and interactive3) You improve customer service levels4) You get free referral traffic from your social profiles What downside?
  56. 56. Key Points1) No you can NOT carry on using “rubbish” content2) Stop going for the “easy” link3) Lets all forget about the “algo”. Lets build good stuff.4) We shot PageRank. Sorry.5) Faking social profiles is really quite hard.6) If you don‟t have your own network, use someone else‟s.7) Always be on the lookout! Questions?
  57. 57. Best Practices1) You have to remove all copied content, de-index it etc.2) Everything spiders see on your site should be good – if it isnt, then de-index. Everything.3) Stop buying links off anyone – you can still “make” some though, as long as its done sensibly.4) Don‟t even bother trying to game the social system.5) Bring your community “in house” (or on site)6) Engage! Even if you don‟t think its worth it now, it will be in a few years. Rel Author is a great example of where things are going….
  58. 58. Who’s that guy?martin macdonald @SearchMartin bit.ly/GplusMartin linkd.in/martinmac
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