SES Hong Kong 2013: Updating strategies: why traditional content spamming methods no longer work
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SES Hong Kong 2013: Updating strategies: why traditional content spamming methods no longer work

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SES Hong Kong 2013 - Updating strategies: why traditional content spamming methods no longer work

SES Hong Kong 2013 - Updating strategies: why traditional content spamming methods no longer work

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SES Hong Kong 2013: Updating strategies: why traditional content spamming methods no longer work SES Hong Kong 2013: Updating strategies: why traditional content spamming methods no longer work Presentation Transcript

  • PAK HOU CHEUNG ORGANIC SEARCH STRATEGIST BLUEGLASS.CO.UK SES HONG KONG – SEPTEMBER 2013 BLUEGLASS.CO.UK UPDATING STRATEGIES WHY TRADITIONAL CONTENT SPAMMING METHODS NO LONGER WORK
  • BLUEGLASS.CO.UK
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  • BLUEGLASS.CO.UK Source Credit: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=40349 BECAUSE IT SAYS SO
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  • BLUEGLASS.CO.UK Source Credit: Google Webmaster Tools
  • BLUEGLASS.CO.UK Links are there to help: “Drive users to your website”
  • BLUEGLASS.CO.UK LINKS WERE NATURALLY EARNED & HUMANLY CURATED
  • BLUEGLASS.CO.UK WHAT IS GOOGLE PANDA & PENGUIN? Panda identifies thin/weak content and penalises you for publishing it Penguin penalises you for thin/weak content which links to you
  • BLUEGLASS.CO.UK HOW CAN I TELL IF I HAVE BEEN PENALISED?
  • BLUEGLASS.CO.UK GOOGLE WEBMASTER TOOLS
  • BLUEGLASS.CO.UK GOOGLE WEBMASTER TOOLS Examples of Manual Actions 1. Unnatural links to your site 2. Unnatural links from your site 3. Hacked site 4. Thin content with little or no added value 5. Pure spam 6. User-generated spam 7. Cloaking and/or sneaky redirects 8. Hidden text and/or keyword stuffing 9. Spammy freehosts Source: https://support.google.com/webmasters/answer/2604824?hl=en&ref_topic=2604771
  • BLUEGLASS.CO.UK WHAT DOES A PENALISED SITE LOOK LIKE? Pre Panda & Penguin Organic Traffic
  • BLUEGLASS.CO.UK WHAT DOES A PENALISED SITE LOOK LIKE? Update: 18th September,2012 Panda Rolls Out affecting 0.7% of queries Source: http://searchengineland.com/panda-update-3-92-rolling-out-or-is-it-panda-4-0-time-133607
  • BLUEGLASS.CO.UK WHAT DOES A PENALISED SITE LOOK LIKE? Update: 15th March, 2013 – Panda algorithm update Source: http://searchengineland.com/googles-matt-cutts-on-upcoming-penguin-panda-link-networks- updates-151273
  • BLUEGLASS.CO.UK WHAT DOES A PENALISED SITE LOOK LIKE? Update: 22nd May, 2013 – Penguin algorithm update (1.2 – 3rd update) Source: http://searchengineland.com/google-penguin-update-3-135527
  • BLUEGLASS.CO.UK MOZ GOOGLE ALGORITH HISTORY CHANGE Source: http://moz.com/google-algorithm-change
  • BLUEGLASS.CO.UK PANGUIN TOOL Source: http://www.barracuda-digital.co.uk/panguin-tool/
  • BLUEGLASS.CO.UK WHAT SHOULD I DO NOW?
  • BLUEGLASS.CO.UK AUDIT FOR PANDA - TECHNICAL • Redirects ( 301s, 302s) • Crawl Errors (404s, 500s) • Title Tag (Too Long / Short) • Pages Where The Title is Missing or Empty • Duplicate Pages (Title Tags & Content) • Pages That have Long URLs (> 115 characters) • Overly-Dynamic URL Analysis • Pages Containing Too Many On-Page Links • Missing Meta Description Tag Analysis • Robots.txt Analysis • Canonical Tags Analysis • Indexed URLs Analysis • Total URLs Indexed in Search Engines • Clear Site Structure • Page Speed
  • BLUEGLASS.CO.UK AUDIT FOR PANDA - CONTENT Source: http://www.blueglass.co.uk/blog/content-auditing/
  • BLUEGLASS.CO.UK AUDIT FOR PANDA - CONTENT Source: http://www.blueglass.co.uk/blog/content-auditing/ Pages that have no: - Traffic - Links - Comments - Social Interactions Essentially there to manipulate the Google algorithm
  • BLUEGLASS.CO.UK AUDIT FOR PANDA - CONTENT Source: http://www.blueglass.co.uk/blog/content-auditing/ Technical Tools to help recover: • Microsoft IIS SEO Crawler • Screaming Frog SEO Spider • Google Webmaster Tools Content Tools to help recover: • Screaming Frog • Google Analytics • Site Liner
  • BLUEGLASS.CO.UK PANDA RECOVERY EXAMPLE • Title tag revision • Removal of duplicate sub domain site • 301 redirect of duplicate pages • 301 redirect of crawl error pages • Building up on thin content pages • Contextual links from blog • URL friendly re-write • Canonical URLs
  • BLUEGLASS.CO.UK AUDIT FOR PENGUIN – 1) DOWNLOAD ALL YOUR LINKS
  • BLUEGLASS.CO.UK AUDIT FOR PENGUIN – 2) ANALYSE YOUR ANCHOR TEXT DISTRIBUTION %
  • BLUEGLASS.CO.UK AUDIT FOR PENGUIN – 3) ANALYSE TOPICAL RELEVANCY OF LINKS
  • BLUEGLASS.CO.UK AUDIT FOR PENGUIN – 4) COMPARE AGAINST YOUR COMPETITORS!
  • BLUEGLASS.CO.UK AUDIT FOR PENGUIN – 5) FIND OUT WHAT A NUMBER 1 SITE PROFILE LOOKS LIKE Source: http://www.linkdetective.com/
  • BLUEGLASS.CO.UK AUDIT FOR PENGUIN – 6) WORK ON REMOVAL OF OBVIOUS LINKS - Site Wide Links - Directory - Social Bookmarks - Articles - Advertorials
  • BLUEGLASS.CO.UK AUDIT FOR PENGUIN – 7) LASTLY USE DISAVOW IF YOU CANNOT REMOVE LINK Common Problems with Disavow: http://www.youtube.com/watch?v=CX5K741AlWg
  • BLUEGLASS.CO.UK GOOGLE INCREASE IN RANKINGS Example of internal results: Helped client remove - +32k links from 40 domains
  • BLUEGLASS.CO.UK BING DECREASE IN RANKINGS Example of internal results: Helped client remove - +32k links from 40 domains
  • BLUEGLASS.CO.UK WHERE ARE GOOGLE GOING NEXT?
  • BLUEGLASS.CO.UK WE KNOW GOOGLE HAS MORE DATA SIGNALS THEN EVER
  • BLUEGLASS.CO.UK Google+ is verification network for authors
  • BLUEGLASS.CO.UK Source: http://gs.statcounter.com/#browser-ww-monthly-200807-201309
  • BLUEGLASS.CO.UK STAYING AHEAD OF THE GAME
  • BLUEGLASS.CO.UK GOOGLE ALREADY TOLD US: - PANDA – PENALISE LOW VALUE CONTENT - PENGUIN – PENALISE MANIPULATIVE LINKS - AGENT RANK – WHO LINKS TO WHO ESSENTIALLY GOOGLE IS TRYING TO FUTURE PROOF THEIR SEARCH ENGINE FROM SPAMMERS
  • BLUEGLASS.CO.UK WELCOME PAGE METRIC RANK 2013 & BEYOND
  • BLUEGLASS.CO.UK PAGE METRIC RANK: 1) SOCIAL SIGNALS 2) LINK SIGNALS
  • BLUEGLASS.CO.UK SOCIAL METRICS: • GOOGLE + • FACEBOOK • TWITTER • LINKEDIN • PINTEREST • STUMBLES
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  • BLUEGLASS.CO.UK Source Credit: http://mashable.com/2013/09/09/increase-search-traffic/
  • BLUEGLASS.CO.UK Source Credit: http://mashable.com/2013/09/05/yahoo-new-logo-3/
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  • BLUEGLASS.CO.UK HOW DO WE BENCHMARK HUMAN INTERACTIONS?
  • BLUEGLASS.CO.UK USE #SOCIALCRAWLYTICS TO BENCHMARK A WEBSITE’S SOCIAL INTERACTIONS
  • BLUEGLASS.CO.UK 0 20000 40000 60000 80000 100000 120000 140000 /2011/01/28/text-messaging-comic/ /2013/02/20/wearing-google-glass/ /2010/12/14/new-facebook-profile-hacks/ /2011/09/14/htc-sensation-xe/ /2013/02/11/grammy-gifs-memes/ /2013/02/11/helicopter-crash-top-gear-… /sgs/ /2013/02/11/taylor-swift-gets-death-… /2011/09/30/facebook-too-complicated/ /2013/02/04/unicorn-accessories/ /2011/09/22/facebook-f8-live-video/ /2011/05/29/foursquare-marketing-… /2011/05/20/social-media-resumes/ /2011/02/22/facebook-scam-southwest/ /2012/10/03/kitchen-aid-obama-dead-… /2011/09/29/hipmunk-android-app/ /2011/12/01/electronics-spending-… /2012/07/06/internet-human-right/ /2013/01/21/rumor-apple-to-launch-an-… /2011/05/26/google-mobile-payment-… /2010/10/06/new-twitter-background-… /2011/06/22/klout-gate/ /2011/03/04/qr-codes-infographic/ /2010/09/13/future-social-media-… /2010/07/28/social-media-productivity/ /2012/06/05/the-internet-changes-… /2013/01/05/hashtag-word-of-year/ /2011/04/21/facebook-like-button-one/ /2013/01/28/google-government-data/ /2011/01/05/homeless-man-golden-voice/ /2011/09/05/groupon-tuition-deal/ /2011/06/03/mi6-hacks-al-qaeda/ /2009/10/27/social-media-roi/ /2011/07/02/myspace-tom-google/ /2011/02/04/design-facebook-landing-… /2012/02/28/ipad-3-event/ /2011/11/06/justin-bieber-infographic/ /2011/01/10/facebook-places-campaigns/ /2011/01/31/google-twitter-egypt-call-… /2011/01/17/banksy-identity-ebay/ /2012/04/13/netflix-unlimited-vacation/ /2011/07/05/ipad-web-traffic/ /2013/02/16/working-from-home/ /2012/10/29/google-crisis-map-… /2010/12/24/more-new-facebook-… /2011/04/01/youtube-marketing-tips/ /2013/01/26/instagram-facebook-id/ /2013/02/18/19-clicks-internet/ /2012/06/05/facebook-engagement/ /2011/09/20/facebook-news-feed-revamp/ TOTAL CONTENT SOCIAL SHARES FROM 300 URLS
  • BLUEGLASS.CO.UK 0 20000 40000 60000 80000 100000 120000 140000 /2011/01/28/text-messaging-comic/ /2013/02/20/wearing-google-glass/ /2010/12/14/new-facebook-profile-hacks/ /2011/09/14/htc-sensation-xe/ /2013/02/11/grammy-gifs-memes/ /2013/02/11/helicopter-crash-top-gear-… /sgs/ /2013/02/11/taylor-swift-gets-death-… /2011/09/30/facebook-too-complicated/ /2013/02/04/unicorn-accessories/ /2011/09/22/facebook-f8-live-video/ /2011/05/29/foursquare-marketing-… /2011/05/20/social-media-resumes/ /2011/02/22/facebook-scam-southwest/ /2012/10/03/kitchen-aid-obama-dead-… /2011/09/29/hipmunk-android-app/ /2011/12/01/electronics-spending-… /2012/07/06/internet-human-right/ /2013/01/21/rumor-apple-to-launch-an-… /2011/05/26/google-mobile-payment-… /2010/10/06/new-twitter-background-… /2011/06/22/klout-gate/ /2011/03/04/qr-codes-infographic/ /2010/09/13/future-social-media-… /2010/07/28/social-media-productivity/ /2012/06/05/the-internet-changes-… /2013/01/05/hashtag-word-of-year/ /2011/04/21/facebook-like-button-one/ /2013/01/28/google-government-data/ /2011/01/05/homeless-man-golden-voice/ /2011/09/05/groupon-tuition-deal/ /2011/06/03/mi6-hacks-al-qaeda/ /2009/10/27/social-media-roi/ /2011/07/02/myspace-tom-google/ /2011/02/04/design-facebook-landing-… /2012/02/28/ipad-3-event/ /2011/11/06/justin-bieber-infographic/ /2011/01/10/facebook-places-campaigns/ /2011/01/31/google-twitter-egypt-call-… /2011/01/17/banksy-identity-ebay/ /2012/04/13/netflix-unlimited-vacation/ /2011/07/05/ipad-web-traffic/ /2013/02/16/working-from-home/ /2012/10/29/google-crisis-map-… /2010/12/24/more-new-facebook-… /2011/04/01/youtube-marketing-tips/ /2013/01/26/instagram-facebook-id/ /2013/02/18/19-clicks-internet/ /2012/06/05/facebook-engagement/ /2011/09/20/facebook-news-feed-revamp/ TOTAL CONTENT SOCIAL SHARES FROM 300 URLS
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  • BLUEGLASS.CO.UK PAGE METRICS: - AUTHOR - LINK METRICS - PAGE RANK - DOMAIN AUTHORITY - CITATION & TRUST FLOW - LINK RELEVANCE - REFERRING DOMAINS - CITATION LINKS - CO CITATION LINKS
  • BLUEGLASS.CO.UK Image credit to Jackie Hole (@JackieHole) from March, 2013 - Think Visibility Conference
  • BLUEGLASS.CO.UK Image credit to Jackie Hole (@JackieHole) from March, 2013 - Think Visibility Conference
  • BLUEGLASS.CO.UK Google+ is verification network for authors
  • BLUEGLASS.CO.UK Source Credit to Agent Rank: http://www.seobythesea.com/2011/11/trusted-by-google/ AGENT RANK: WHO LINKS TO YOU IS LIKELY TO BE MORE IMPORTANT THAN WHERE IT’S FROM
  • BLUEGLASS.CO.UK UNDERSTANDING TOPICAL AUTHORITY & RELEVANCE IS CRUCIAL
  • BLUEGLASS.CO.UK WORK WITH AUTHORS & INFLUENCERS, NOT COPYWRITERS
  • BLUEGLASS.CO.UK DON’T GIVE UP ON LINK METRICS – USE AUTHORSHIP TO SUPPORT SEO!
  • BLUEGLASS.CO.UK USE LINK METRICS TO YOUR ADVANTAGE: - PAGERANK - DOMAIN AUTHORITY - CITATION & TRUST FLOW - LINK RELEVANCE - IP ADDRESS - EXTERNAL VS INTERNAL LINKS
  • BLUEGLASS.CO.UK CREATE A SCALABLE CONTENT STRATEGY TO FOCUS ON QUALITY PRODUCTION & OUTREACH Content types include: • Infographics • Infograms • In-Depth Articles/Blog Posts • Videos • Kinetic Typography • Interactive Infographics • HTML5 content • Quizzes • Microsites/Communities • Events
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  • CONTENT OUTREACH & ENGAGEMENT STAYING AHEAD OF THE GAME PAK HOU CHEUNG ORGANIC SEARCH STRATEGIST BLUEGLASS.COM ThinkVisibility - MARCH 2013 BLUEGLASS.CO.UK
  • BLUEGLASS.CO.UK Don’t rush straight into content marketing
  • BLUEGLASS.CO.UK Analyse & fix the content and links you have already
  • BLUEGLASS.CO.UK Then you can execute a content strategy from a solid platform
  • PCHEUNG@BLUEGLASS.CO.UK WWW.BLUEGLASS.CO.UK BLUEGLASS.CO.UK