Data Feed SEO for Affiliates by Will Critchlow

Data Feed SEO
A4uexpo London, October 2010
Will Critchlow

Data Feeds Are Not Unique

The “Affiliate” Penalty

Unique Content Matrix
Uniqeness
Site Strength

Case Study
“Welcome visitor, please find out selection of [insert product] below, we have [number of products] items. We think you’ll like them!”

User Generated Content

“User” Generated Content

User “Generated” Content
Mozenda

Building quick & dirty SEO ToolsA Cheat Sheet & Inspiration
Sources
Magic
Horsepower
APIs (more on programmable web)
AdWords – Keywords
Alchemy – Structured data & text
Bing – Search, news, spelling
Evri – Sentiment and popularity
Face.com – Face detection
Facebook – Social graph
Google Analytics – Visitor data
Hostip – Geo data
LinkedIn – Professional data
Pingdom – Website uptime
Postrank (1, 2, 3) – real-time & influence
Rapleaf – Social media profiles
Twitter – Real time and social
... And of course:
Linkscape – Links
YQL – Yahoo! Query Language
select * from html where url=“<url>" and xpath=“<xpath>“
select * from html where url=“<url>"
select * from feed where url=“<url>”
select * from search.web where query = “<query>"
Crawlers / Scrapers
Mozenda
80legs
Google App Engine
Amazon Web Services
Human Touch
Amazon Mechanical Turk
Smartsheet(interface to Mechanical Turk)
oDesk
Python
Since Python is the language of Google App Engine, here is how you can use YQL easily within Python:
Download source – extract to yql folder within your application
import yql
y = yql.Public()
result = y.execute(“<yql query>”)
xpath(more examples)
/foo – the element ‘foo’
//bar – all elements ‘bar’
foo/bar – all bar elements children of foo
foo//bar – bar arbitrary levels below foo
foo/*/bar – bar grandchildren of foo
foo/* - all children elements of foo
foo/@bar – bar attribute on foo
foo/[@bar] – foo with bar attributes
foo/[@bar=baz] – where attribute=baz
Data (more on infochimps)
Data.gov – US government data
Data.gov.uk – UK government data
Delicious list – from Peter Skomoroch
Google Public Data - Directory
Guardian – content and data
World Bank – finance, health, etc.
80legs – prepackaged crawl data
By Will Critchlow, www.distilled.co.uk. First published: www.seomoz.org

User Generated “Content”
External search queries
Internal search queries
Tags
Testimonials
FAQs/Support emails

Tracking # of Reviews
_gaq.push(['_setCustomVar', 1, // This custom var is set to slot #1.
‘Number of Reviews', // The top level name for the variable
‘1', // The Number of Reviews
3 // Page level variable ]);

Context Is Key
Google News: Google likes alternative facts
Lyrics: Never considered duplicate content
Context is key
Look to stand out from your competitors
“Use a source of content that’s not unique, but that no-one else in your space is using”

Manipulate & Clean Your Data
“Kingston DataTraveler 101 USB flash drive - 4 GB – Cyan”
“Kingston USB memory stick 4gb”
vs

Of Course, Links Always Win
http://www.seobook.com/black-hat-seo-case-study

Manual Reviews – aka “Hand Jobs”
Check out the quality rater guidelines
“Add value to users”
“Relevant”
These are subjective!!

Resources
http://www.seomoz.org/blog/whiteboard-friday-flat-site-architecture
http://seogadget.co.uk/solving-site-architecture-issues/
http://www.seomoz.org/blog/api-and-dataset-cheatsheet-building-quick-dirty-tools
http://www.mozenda.com
http://www.seomoz.org/blog/leveraging-mechanical-turk-odesk-elance-craigslist-for-seo
http://www.seochat.com/c/a/Google-Optimization-Help/Googles-Quality-Rater-Guidelines-Leaked/
http://www.flickr.com/photos/rosaydani/77371897/

Thanks!

Will Critchlow

Data Feed SEO for Affiliates by Will Critchlow

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