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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a4uexpo Barcelona 2012

a4uexpo Barcelona 2012

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  • Full Name Full Name Comment goes here.
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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
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The New Rules of Site Architecture - Martin MacDonald, Expedia Affiliate Network The New Rules of Site Architecture - Martin MacDonald, Expedia Affiliate Network Presentation Transcript

  • 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 Penguin MayDay JaggerInstant Big Daddy Caffeine “The Google Dance”
  • 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 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.
  • 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 authoritativerepresentation thanlinks. * currently….
  • Why Social Signals are ImportantNetwork TopographyUn-natural socialprofiles are ignored bythe search engines as aranking factor
  • 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 Delta Spam
  • Authority is tough to fake.. 1200 1000 800 600 400 200 0 1 2 3 4 5 6 7 8 9 -200 Delta Spam
  • 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  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  
  • 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  
  • 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  
  • 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 content to the right people..
  • 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 interactive3) You improve customer service levels4) You get free referral traffic from your social profiles What downside?
  • 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?
  • 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….
  • Who’s that guy?martin macdonald @SearchMartin bit.ly/GplusMartin linkd.in/martinmac