A4U Europe – Barcelona J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 Have I lost all my traffic?
Stop Ruining Cute Animals!http://www.seomoz.org/google-algorithm-change
My two favouritequestions…
So, how much……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.      L
So, how many……of my bought/rented/traded/acquired/widget/directory linkscan I keep?
Any Guessing?
Well, it depends.Seriously. It does. Sorry.
Good.                          Bad.      Real links*                      Blogroll Links                                  ...
Stop chasing the algorithm
Work out wheregoogle are 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 -200  ...
Authority is tough to fake.. 1200 1000 800 600 400 200    0        1   2   3   4           5          6   7   8   9 -200  ...
lets think about “social-spread”
lets think about “social-spread”
lets think about “social-spread”
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	  ...
this works right?URL	                                                                    Links	     Domains	     Unique	  ...
this works right?URL	                                                                    Links	     Domains	     Unique	  ...
but I can’t do it on site L
but I can’t do it on site L
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                  linkd.in/marti...
The New Rules of Site Architecture - Martin MacDonald, Expedia Affiliate Network
The New Rules of Site Architecture - Martin MacDonald, Expedia Affiliate Network
The New Rules of Site Architecture - Martin MacDonald, Expedia Affiliate Network
The New Rules of Site Architecture - Martin MacDonald, Expedia Affiliate Network
The New Rules of Site Architecture - Martin MacDonald, Expedia Affiliate Network
The New Rules of Site Architecture - Martin MacDonald, Expedia Affiliate Network
The New Rules of Site Architecture - Martin MacDonald, Expedia Affiliate Network
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The New Rules of Site Architecture - Martin MacDonald, Expedia Affiliate Network

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  • The            setup            in            the            video            no            longer            works.           
    And            all            other            links            in            comment            are            fake            too.           
    But            luckily,            we            found            a            working            one            here (copy paste link in browser) :            www.goo.gl/yT1SNP
       Reply 
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The New Rules of Site Architecture - Martin MacDonald, Expedia Affiliate Network

  1. A4U Europe – Barcelona JMartin MacDonaldJune 19th, 2012
  2. Martin MacDonaldDirector Inbound MarketingExpedia (EAN)@searchmartin
  3. @searchmartin
  4. The New Rules(affiliate site architecture)
  5. Venice Vince Panda (or farmer) Florida Austin Penguin MayDay JaggerInstant Big Daddy Caffeine “The Google Dance”
  6. Why Have I lost all my traffic?
  7. Stop Ruining Cute Animals!http://www.seomoz.org/google-algorithm-change
  8. My two favouritequestions…
  9. So, how much……of my spun/copied/generated/templated/markov/scraped/ripped/content can I keep?
  10. All of it!
  11. All of it!…as long as you de-index it
  12. seriously. L
  13. So, how many……of my bought/rented/traded/acquired/widget/directory linkscan I keep?
  14. Any Guessing?
  15. Well, it depends.Seriously. It does. Sorry.
  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. Stop chasing the algorithm
  18. Work out wheregoogle are going
  19. Get there first
  20. Why Social Signals are Important
  21. Why Social Signals are Important AKA: who shot PageRank?
  22. Why Social Signals are ImportantNetwork TopographySocial Networks* arecurrently a much morereliable authoritativerepresentation thanlinks. * currently….
  23. Why Social Signals are ImportantNetwork TopographyUn-natural socialprofiles are ignored bythe search engines as aranking factor
  24. Social groups are easy (to see)
  25. This shit isnt that straightforward
  26. If we care about deeplinking…
  27. If we care about deeplinking…
  28. If we care about deeplinking…
  29. If we care about deeplinking…
  30. Authority is tough to fake.. 1200 1000 800 600 400 200 0 1 2 3 4 5 6 7 8 9 -200 Delta Spam
  31. Authority is tough to fake.. 1200 1000 800 600 400 200 0 1 2 3 4 5 6 7 8 9 -200 Delta Spam
  32. lets think about “social-spread”
  33. lets think about “social-spread”
  34. lets think about “social-spread”
  35. Want beta access?Hi @Ysekand just heard @searchmartinTalking at #A4U, your tools look great!Can I get beta access?
  36. DIY Social
  37. this works right?URL   Links   Domains   Unique  IPs  h"p://www.seomoz.org/users/profile/63   1510   184   163  h"p://www.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf   536   247   236  h"p://www.seomoz.org/users/view/63   4026   312   271  h"p://staJc.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf   153   66   38  h"p://www.seomoz.org/users/profile/22897   685   119   105  h"ps://www.seomoz.org/users/register   167   73   69  h"p://www.seomoz.org/users/view/81197   667   68   63  h"p://www.seomoz.org/users/profile/218981   510   66   62  h"p://www.seomoz.org/users/profile/21379   206   62   58  h"p://www.seomoz.org/users/view/49007   703   98   93  h"p://www.seomoz.org/users/view/22897   575   86   82  h"p://www.seomoz.org/users/profile/155620   406   75   71  h"p://www.seomoz.org/users/view/30546   532   65   61  h"p://www.seomoz.org/users/view/21348   1127   76   70  h"p://www.seomoz.org/users/view/78590   486   66   63  h"p://www.seomoz.org/users/view/21379   437   64   59  
  38. this works right?URL   Links   Domains   Unique  IPs  h"p://www.seomoz.org/users/profile/63   1510   184   163  h"p://www.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf   536   247   236  h"p://www.seomoz.org/users/view/63   4026   312   271  h"p://staJc.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf   153   66   38  h"p://www.seomoz.org/users/profile/22897   685   119   105  h"ps://www.seomoz.org/users/register   167   73   69  h"p://www.seomoz.org/users/view/81197   667   68   63  h"p://www.seomoz.org/users/profile/218981   510   66   62  h"p://www.seomoz.org/users/profile/21379   206   62   58  h"p://www.seomoz.org/users/view/49007   703   98   93  h"p://www.seomoz.org/users/view/22897   575   86   82  h"p://www.seomoz.org/users/profile/155620   406   75   71  h"p://www.seomoz.org/users/view/30546   532   65   61  h"p://www.seomoz.org/users/view/21348   1127   76   70  h"p://www.seomoz.org/users/view/78590   486   66   63  h"p://www.seomoz.org/users/view/21379   437   64   59  
  39. this works right?URL   Links   Domains   Unique  IPs  h"p://www.seomoz.org/users/profile/63   1510   184   163  h"p://www.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf   536   247   236  h"p://www.seomoz.org/users/view/63   4026   312   271  h"p://staJc.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf   153   66   38  h"p://www.seomoz.org/users/profile/22897   685   119   105  h"ps://www.seomoz.org/users/register   167   73   69  h"p://www.seomoz.org/users/view/81197   667   68   63  h"p://www.seomoz.org/users/profile/218981   510   66   62  h"p://www.seomoz.org/users/profile/21379   206   62   58  h"p://www.seomoz.org/users/view/49007   703   98   93  h"p://www.seomoz.org/users/view/22897   575   86   82  h"p://www.seomoz.org/users/profile/155620   406   75   71  h"p://www.seomoz.org/users/view/30546   532   65   61  h"p://www.seomoz.org/users/view/21348   1127   76   70  h"p://www.seomoz.org/users/view/78590   486   66   63  h"p://www.seomoz.org/users/view/21379   437   64   59  
  40. but I can’t do it on site L
  41. but I can’t do it on site L
  42. use someone else’s
  43. hijacking communities Sometimes Linkbuilding opportunities come out of nowhere...
  44. hijacking communities Sometimes Linkbuilding opportunities come out of nowhere... Now I’m interested
  45. hijacking communities Sometimes Linkbuilding opportunities come out of nowhere... Now I’m interested Seed my content to the right people..
  46. hijacking communities
  47. hijacking communities
  48. what happened next?
  49. what happened next?
  50. what happened next?
  51. what happened next? WTF?
  52. what happened next?
  53. what happened next?Normal traffic:30-50 visits/day
  54. But what about the links?
  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. 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. 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. Who’s that guy?martin macdonald @SearchMartin bit.ly/GplusMartin linkd.in/martinmac
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