The New Rules of Site Architecture - Martin MacDonald, Expedia Affiliate Network
•
5 likes•2,390 views
a4uexpo Barcelona 2012
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Similar to The New Rules of Site Architecture - Martin MacDonald, Expedia Affiliate Network
Similar to The New Rules of Site Architecture - Martin MacDonald, Expedia Affiliate Network (20)
More from auexpo Conference
More from auexpo Conference (20)
Recently uploaded
Recently uploaded (20)
The New Rules of Site Architecture - Martin MacDonald, Expedia Affiliate Network
- 1. A4U Europe – Barcelona J Martin MacDonald June 19th, 2012
- 2. Martin MacDonald Director Inbound Marketing Expedia (EAN) @searchmartin
- 4. The New Rules (affiliate site architecture)
- 5. Venice Vince Panda (or farmer) Florida Austin Penguin MayDay Jagger Instant Big Daddy Caffeine “The Google Dance”
- 7. Why Have I lost all my traffic?
- 9. Stop Ruining Cute Animals! http://www.seomoz.org/google-algorithm-change
- 13. So, how much… …of my spun/copied/generated/ templated/markov/scraped/ripped/ content can I keep?
- 14. All of it!
- 15. All of it! …as long as you de-index it
- 16. seriously. L
- 20. So, how many… …of my bought/rented/traded/ acquired/widget/directory links can I keep?
- 21. Any Guessing?
- 22. Well, it depends. Seriously. It does. Sorry.
- 23. 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.
- 24. Stop chasing the algorithm
- 25. Work out where google are going
- 26. Get there first
- 27. Why Social Signals are Important
- 28. Why Social Signals are Important AKA: who shot PageRank?
- 29. Why Social Signals are Important Network Topography Social Networks* are currently a much more reliable authoritative representation than links. * currently….
- 30. Why Social Signals are Important Network Topography Un-natural social profiles are ignored by the search engines as a ranking factor
- 31. Social groups are easy (to see)
- 32. This shit isn't that straightforward
- 33. If we care about deeplinking…
- 34. If we care about deeplinking…
- 35. If we care about deeplinking…
- 36. If we care about deeplinking…
- 37. Authority is tough to fake.. 1200 1000 800 600 400 200 0 1 2 3 4 5 6 7 8 9 -200 Delta Spam
- 38. Authority is tough to fake.. 1200 1000 800 600 400 200 0 1 2 3 4 5 6 7 8 9 -200 Delta Spam
- 39. lets think about “social-spread”
- 40. lets think about “social-spread”
- 41. lets think about “social-spread”
- 42. Want beta access? Hi @Ysekand just heard @searchmartin Talking at #A4U, your tools look great! Can I get beta access?
- 43. DIY Social
- 44. 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
- 45. 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
- 46. 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
- 47. but I can’t do it on site L
- 48. but I can’t do it on site L
- 50. hijacking communities Sometimes Linkbuilding opportunities come out of nowhere...
- 51. hijacking communities Sometimes Linkbuilding opportunities come out of nowhere... Now I’m interested
- 52. hijacking communities Sometimes Linkbuilding opportunities come out of nowhere... Now I’m interested Seed my content to the right people..
- 58. what happened next? WTF?
- 60. what happened next? Normal traffic: 30-50 visits/day
- 61. But what about the links?
- 62. What's the worst that can happen? 1) You build a network of great contacts 2) You make your web properties more involving and interactive 3) You improve customer service levels 4) You get free referral traffic from your social profiles What downside?
- 63. Key Points 1) No you can NOT carry on using “rubbish” content 2) Stop going for the “easy” link 3) 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?
- 64. Best Practices 1) 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….
- 65. Who’s that guy? martin macdonald @SearchMartin bit.ly/GplusMartin linkd.in/martinmac