On-Page
Content Optimization
Or, Why TripAdvisor is Going to Put a Hit Out on Me
11 March 2014
Michael Cottam
www.michaelc...
Ranking Factors
 #1 Links
 #2 Linking domains
 #3 Page title tag
 #4 Keyword density
 #5 Anchor text
 #6 Social shar...
That’s
Panda is BAD ASS
•Panda is NOT a
penalty
•Can override
MONUMENTAL link
profile disadvantages
•You don’t believe me,
do you...
Not a very
competitive
term,
you say?
Oh, it drove me
12,000 visits.
LAST
FRIGGING
MONTH.
Those people
are buying
$15K pac...
 It sure as hell ain’t the backlinks, baby
 A whole TWO Google +1s….it’s not social
 Yes, there’s a little Facebook and...
Linking root domains
 #1 result: 85 RDs
 Frommers: 15,251
 USA Today: 240,737
 Lonely Planet: 49,985
 Trip Advisor: 1...
Panda Factors
 Above the fold: % CONTENT
 Not ads, not template, not whitespace, not nav
 Original text
 ok, Google ac...
Don’t you (Panda) want me baby?
 http://www.visualitineraries.com/articles/
Best-Time-of-Year-to-Visit-Tahiti.asp
Say hello to #2
#2 with nav, whitespace, ads, links fuzzed out
S
a
y
H
e
L
L
O
T
o
#
3
I
LOVE
To
Pick
On
Trip
Advisor!
It’d be hard to suck worse than this
when it comes to content.
Panda hates you cause you suck
 You have no content
 You have nothing original for the user to see
 You have nothing in...
Panda Optimization to overcome massive link profile deficits
Panda Optimization to overcome massive link profile deficits
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Panda Optimization to overcome massive link profile deficits

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How good Panda optimization on-page can be more important than a massive backlink profile. Presentation at SEMpdx on March 11, 2014

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Panda Optimization to overcome massive link profile deficits

  1. 1. On-Page Content Optimization Or, Why TripAdvisor is Going to Put a Hit Out on Me 11 March 2014 Michael Cottam www.michaelcottam.com me@michaelcottam.com @Michael512
  2. 2. Ranking Factors  #1 Links  #2 Linking domains  #3 Page title tag  #4 Keyword density  #5 Anchor text  #6 Social shares  …..  #314 Panda on-page factors
  3. 3. That’s
  4. 4. Panda is BAD ASS •Panda is NOT a penalty •Can override MONUMENTAL link profile disadvantages •You don’t believe me, do you. FINE.
  5. 5. Not a very competitive term, you say? Oh, it drove me 12,000 visits. LAST FRIGGING MONTH. Those people are buying $15K packages. @ 12% commission.
  6. 6.  It sure as hell ain’t the backlinks, baby  A whole TWO Google +1s….it’s not social  Yes, there’s a little Facebook and Pinterest action, but nothing major  FYI…I only started getting the video snippet 1 week ago Want to know that secret?
  7. 7. Linking root domains  #1 result: 85 RDs  Frommers: 15,251  USA Today: 240,737  Lonely Planet: 49,985  Trip Advisor: 144,546  Travel.AOL: 323,926  Oh, and the #8 result?  85 linking root domains. Guess friggin’ who.
  8. 8. Panda Factors  Above the fold: % CONTENT  Not ads, not template, not whitespace, not nav  Original text  ok, Google actually sucks at detecting this  Original images  Rich media elements  Embedded maps, videos, etc.  Structured data elements (schema, G+ auth)
  9. 9. Don’t you (Panda) want me baby?  http://www.visualitineraries.com/articles/ Best-Time-of-Year-to-Visit-Tahiti.asp
  10. 10. Say hello to #2
  11. 11. #2 with nav, whitespace, ads, links fuzzed out
  12. 12. S a y H e L L O T o # 3
  13. 13. I LOVE To Pick On Trip Advisor!
  14. 14. It’d be hard to suck worse than this when it comes to content.
  15. 15. Panda hates you cause you suck  You have no content  You have nothing original for the user to see  You have nothing interactive for the user to play with  Your images are copied from everywhere  You’re stuffing my face with ads  Take that budget you used to have for crappy outsourced link-building and make some cool, original content….and pack it into that page.
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