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Data Feed SEO<br />A4uexpo London, October 2010<br />Will Critchlow<br />
Data Feeds Are Not Unique<br />
The “Affiliate” Penalty<br />
Unique Content Matrix<br />Uniqeness<br />Site Strength<br />
Case Study<br />“Welcome visitor, please find out selection of [insert product] below, we have [number of products] items....
User Generated Content<br />
“User” Generated Content<br />
User “Generated” Content<br />Mozenda<br />
Building quick & dirty SEO ToolsA Cheat Sheet & Inspiration<br />Sources<br />Magic<br />Horsepower<br />APIs (more on pro...
User Generated “Content”<br /><ul><li>External search queries
Internal search queries
Tags
Testimonials
FAQs/Support emails</li></li></ul><li>Tracking # of Reviews<br />_gaq.push(['_setCustomVar',      1,                   	  ...
Context Is Key<br />Google News: Google likes alternative facts<br />Lyrics: Never considered duplicate content<br />Conte...
Manipulate & Clean Your Data<br />“Kingston DataTraveler 101 USB flash drive - 4 GB – Cyan”<br />“Kingston USB memory stic...
Of Course, Links Always Win<br />http://www.seobook.com/black-hat-seo-case-study<br />
Manual Reviews – aka “Hand Jobs”<br />Check out the quality rater guidelines<br />“Add value to users”<br />“Relevant”<br ...
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Data Feed SEO for Affiliates by Will Critchlow

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  • Not just talking about the affiliate penalty, but the big challenge with data feeds is to differentiate.Typically we’re looking to make the site be unique, and as a consequence get unique content too.
  • Two causes of the affiliate penalty. Algorithms and people.
  • This is the classical model of unique content. People think of unique content in terms of absolutes.
  • However, the truth is much more complicated. Unique content is a sliding scale.You can have unique content duplicated across your own site, you can mash up public information.Pages can be combinations of unique and non-unique content.
  • User generated content is awesome. But hard to get hold of without a community.
  • Ways of getting content from “users”.
  • Ways of getting content from users on other sites. Or mashing up content from sites behind login walls etc.
  • A springboard of ideas for building your own tools and mashups.
  • Content generated by users, but they didn’t imagine it would make it onto the site.E.g. “queries used to find this page”
  • Talking about the conversation you had with Chewie – how it’s not just about unique content, but about
  • Example keyword on the left pulled from anamazon feed. Keyword on the right what people search for.Perform keyword research intelligently and group/theme your keywords so that the products you’re fed match up with what people search for.
  • You can be unique, by having non-unique content and displaying it in valuable ways.
  • Transcript of "Data Feed SEO for Affiliates by Will Critchlow"

    1. 1. Data Feed SEO<br />A4uexpo London, October 2010<br />Will Critchlow<br />
    2. 2. Data Feeds Are Not Unique<br />
    3. 3. The “Affiliate” Penalty<br />
    4. 4. Unique Content Matrix<br />Uniqeness<br />Site Strength<br />
    5. 5.
    6. 6. Case Study<br />“Welcome visitor, please find out selection of [insert product] below, we have [number of products] items. We think you’ll like them!”<br />
    7. 7. User Generated Content<br />
    8. 8. “User” Generated Content<br />
    9. 9. User “Generated” Content<br />Mozenda<br />
    10. 10. Building quick & dirty SEO ToolsA Cheat Sheet & Inspiration<br />Sources<br />Magic<br />Horsepower<br />APIs (more on programmable web)<br />AdWords – Keywords<br />Alchemy – Structured data & text<br />Bing – Search, news, spelling<br />Evri – Sentiment and popularity<br />Face.com – Face detection<br />Facebook – Social graph<br />Google Analytics – Visitor data<br />Hostip – Geo data<br />LinkedIn – Professional data<br />Pingdom – Website uptime<br />Postrank (1, 2, 3) – real-time & influence<br />Rapleaf – Social media profiles<br />Twitter – Real time and social<br />... And of course:<br />Linkscape – Links<br />YQL – Yahoo! Query Language<br />select * from html where url=“<url>" and xpath=“<xpath>“<br />select * from html where url=“<url>"<br />select * from feed where url=“<url>”<br />select * from search.web where query = “<query>"<br />Crawlers / Scrapers<br />Mozenda<br />80legs<br />Google App Engine<br />Amazon Web Services<br />Human Touch<br />Amazon Mechanical Turk<br />Smartsheet(interface to Mechanical Turk)<br />oDesk<br />Python<br />Since Python is the language of Google App Engine, here is how you can use YQL easily within Python:<br />Download source – extract to yql folder within your application<br />import yql<br />y = yql.Public()<br />result = y.execute(“<yql query>”)<br />xpath(more examples)<br />/foo – the element ‘foo’<br />//bar – all elements ‘bar’<br />foo/bar – all bar elements children of foo<br />foo//bar – bar arbitrary levels below foo<br />foo/*/bar – bar grandchildren of foo<br />foo/* - all children elements of foo<br />foo/@bar – bar attribute on foo<br />foo/[@bar] – foo with bar attributes<br />foo/[@bar=baz] – where attribute=baz<br />Data (more on infochimps)<br />Data.gov – US government data<br />Data.gov.uk – UK government data<br />Delicious list – from Peter Skomoroch<br />Google Public Data - Directory<br />Guardian – content and data<br />World Bank – finance, health, etc.<br />80legs – prepackaged crawl data<br />By Will Critchlow, www.distilled.co.uk. First published: www.seomoz.org<br />
    11. 11. User Generated “Content”<br /><ul><li>External search queries
    12. 12. Internal search queries
    13. 13. Tags
    14. 14. Testimonials
    15. 15. FAQs/Support emails</li></li></ul><li>Tracking # of Reviews<br />_gaq.push(['_setCustomVar',      1,                   // This custom var is set to slot #1.<br />       ‘Number of Reviews',       // The top level name for the variable<br />      ‘1',   // The Number of Reviews<br />      3                     // Page level variable   ]);<br />
    16. 16. Context Is Key<br />Google News: Google likes alternative facts<br />Lyrics: Never considered duplicate content<br />Context is key<br />Look to stand out from your competitors<br />“Use a source of content that’s not unique, but that no-one else in your space is using”<br />
    17. 17. Manipulate & Clean Your Data<br />“Kingston DataTraveler 101 USB flash drive - 4 GB – Cyan”<br />“Kingston USB memory stick 4gb”<br />vs<br />
    18. 18. Of Course, Links Always Win<br />http://www.seobook.com/black-hat-seo-case-study<br />
    19. 19. Manual Reviews – aka “Hand Jobs”<br />Check out the quality rater guidelines<br />“Add value to users”<br />“Relevant”<br />These are subjective!!<br />
    20. 20. Resources<br /><ul><li>http://www.seomoz.org/blog/whiteboard-friday-flat-site-architecture
    21. 21. http://seogadget.co.uk/solving-site-architecture-issues/
    22. 22. http://www.seomoz.org/blog/api-and-dataset-cheatsheet-building-quick-dirty-tools
    23. 23. http://www.mozenda.com
    24. 24. http://www.seomoz.org/blog/leveraging-mechanical-turk-odesk-elance-craigslist-for-seo
    25. 25. http://www.seochat.com/c/a/Google-Optimization-Help/Googles-Quality-Rater-Guidelines-Leaked/
    26. 26. http://www.flickr.com/photos/rosaydani/77371897/</li></li></ul><li>Thanks!<br />
    27. 27. Will Critchlow<br />
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