The New Rules of Site Architecture - Martin MacDonald, Expedia Affiliate Network
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a4uexpo Barcelona 2012
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The New Rules of Site Architecture - Martin MacDonald, Expedia Affiliate Network
- 1. A4U Europe ā Barcelona Jļ Martin MacDonald June 19th, 2012
- 2. Martin MacDonald Director Inbound Marketing Expedia (EAN) @searchmartin
- 4. The New Rules (afļ¬liate site architecture)
- 5. Venice Vince Panda (or farmer) Florida Austin Penguin MayDay Jagger Instant Big Daddy Caffeine āThe Google Danceā
- 7. Why Have I lost all my trafļ¬c?
- 9. Stop Ruining Cute Animals! http://www.seomoz.org/google-algorithm-change
- 13. So, how muchā¦ ā¦of my spun/copied/generated/ templated/markov/scraped/ripped/ content can I keep?
- 14. All of it!
- 15. All of it! ā¦as long as you de-index it
- 16. seriously. Lļ
- 20. So, how manyā¦ ā¦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 āOver optimizedā Anchors āOver optimizedā Internal Links Article Submissions Anything with the word ānetworkā.* *wellā¦ lets discuss that. *andā¦ lets discuss this as well.
- 24. Stop chasing the algorithm
- 25. Work out where google are going
- 26. Get there ļ¬rst
- 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. * currentlyā¦.
- 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 deeplinkingā¦
- 34. If we care about deeplinkingā¦
- 35. If we care about deeplinkingā¦
- 36. If we care about deeplinkingā¦
- 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 āsocial-spreadā
- 40. lets think about āsocial-spreadā
- 41. lets think about āsocial-spreadā
- 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 Ā Links Ā Domains Ā Unique Ā IPs Ā h"p://www.seomoz.org/users/proļ¬le/63 Ā 1510 Ā 184 Ā 163 Ā h"p://www.seomoz.org/user_ļ¬les/SEO_Web_Developer_Cheat_Sheet.pdf Ā 536 Ā 247 Ā 236 Ā h"p://www.seomoz.org/users/view/63 Ā 4026 Ā 312 Ā 271 Ā h"p://staJc.seomoz.org/user_ļ¬les/SEO_Web_Developer_Cheat_Sheet.pdf Ā 153 Ā 66 Ā 38 Ā h"p://www.seomoz.org/users/proļ¬le/22897 Ā 685 Ā 119 Ā 105 Ā h"ps://www.seomoz.org/users/register Ā 167 Ā 73 Ā 69 Ā h"p://www.seomoz.org/users/view/81197 Ā 667 Ā 68 Ā 63 Ā h"p://www.seomoz.org/users/proļ¬le/218981 Ā 510 Ā 66 Ā 62 Ā h"p://www.seomoz.org/users/proļ¬le/21379 Ā 206 Ā 62 Ā 58 Ā h"p://www.seomoz.org/users/view/49007 Ā 703 Ā 98 Ā 93 Ā h"p://www.seomoz.org/users/view/22897 Ā 575 Ā 86 Ā 82 Ā h"p://www.seomoz.org/users/proļ¬le/155620 Ā 406 Ā 75 Ā 71 Ā h"p://www.seomoz.org/users/view/30546 Ā 532 Ā 65 Ā 61 Ā h"p://www.seomoz.org/users/view/21348 Ā 1127 Ā 76 Ā 70 Ā h"p://www.seomoz.org/users/view/78590 Ā 486 Ā 66 Ā 63 Ā h"p://www.seomoz.org/users/view/21379 Ā 437 Ā 64 Ā 59 Ā
- 45. this works right? URL Ā Links Ā Domains Ā Unique Ā IPs Ā h"p://www.seomoz.org/users/proļ¬le/63 Ā 1510 Ā 184 Ā 163 Ā h"p://www.seomoz.org/user_ļ¬les/SEO_Web_Developer_Cheat_Sheet.pdf Ā 536 Ā 247 Ā 236 Ā h"p://www.seomoz.org/users/view/63 Ā 4026 Ā 312 Ā 271 Ā h"p://staJc.seomoz.org/user_ļ¬les/SEO_Web_Developer_Cheat_Sheet.pdf Ā 153 Ā 66 Ā 38 Ā h"p://www.seomoz.org/users/proļ¬le/22897 Ā 685 Ā 119 Ā 105 Ā h"ps://www.seomoz.org/users/register Ā 167 Ā 73 Ā 69 Ā h"p://www.seomoz.org/users/view/81197 Ā 667 Ā 68 Ā 63 Ā h"p://www.seomoz.org/users/proļ¬le/218981 Ā 510 Ā 66 Ā 62 Ā h"p://www.seomoz.org/users/proļ¬le/21379 Ā 206 Ā 62 Ā 58 Ā h"p://www.seomoz.org/users/view/49007 Ā 703 Ā 98 Ā 93 Ā h"p://www.seomoz.org/users/view/22897 Ā 575 Ā 86 Ā 82 Ā h"p://www.seomoz.org/users/proļ¬le/155620 Ā 406 Ā 75 Ā 71 Ā h"p://www.seomoz.org/users/view/30546 Ā 532 Ā 65 Ā 61 Ā h"p://www.seomoz.org/users/view/21348 Ā 1127 Ā 76 Ā 70 Ā h"p://www.seomoz.org/users/view/78590 Ā 486 Ā 66 Ā 63 Ā h"p://www.seomoz.org/users/view/21379 Ā 437 Ā 64 Ā 59 Ā
- 46. this works right? URL Ā Links Ā Domains Ā Unique Ā IPs Ā h"p://www.seomoz.org/users/proļ¬le/63 Ā 1510 Ā 184 Ā 163 Ā h"p://www.seomoz.org/user_ļ¬les/SEO_Web_Developer_Cheat_Sheet.pdf Ā 536 Ā 247 Ā 236 Ā h"p://www.seomoz.org/users/view/63 Ā 4026 Ā 312 Ā 271 Ā h"p://staJc.seomoz.org/user_ļ¬les/SEO_Web_Developer_Cheat_Sheet.pdf Ā 153 Ā 66 Ā 38 Ā h"p://www.seomoz.org/users/proļ¬le/22897 Ā 685 Ā 119 Ā 105 Ā h"ps://www.seomoz.org/users/register Ā 167 Ā 73 Ā 69 Ā h"p://www.seomoz.org/users/view/81197 Ā 667 Ā 68 Ā 63 Ā h"p://www.seomoz.org/users/proļ¬le/218981 Ā 510 Ā 66 Ā 62 Ā h"p://www.seomoz.org/users/proļ¬le/21379 Ā 206 Ā 62 Ā 58 Ā h"p://www.seomoz.org/users/view/49007 Ā 703 Ā 98 Ā 93 Ā h"p://www.seomoz.org/users/view/22897 Ā 575 Ā 86 Ā 82 Ā h"p://www.seomoz.org/users/proļ¬le/155620 Ā 406 Ā 75 Ā 71 Ā h"p://www.seomoz.org/users/view/30546 Ā 532 Ā 65 Ā 61 Ā h"p://www.seomoz.org/users/view/21348 Ā 1127 Ā 76 Ā 70 Ā h"p://www.seomoz.org/users/view/78590 Ā 486 Ā 66 Ā 63 Ā h"p://www.seomoz.org/users/view/21379 Ā 437 Ā 64 Ā 59 Ā
- 47. but I canāt do it on site Lļ
- 48. but I canāt do it on site Lļ
- 50. hijacking communities Sometimes Linkbuilding opportunities come out of nowhere...
- 51. hijacking communities Sometimes Linkbuilding opportunities come out of nowhere... Now Iām interested
- 52. hijacking communities Sometimes Linkbuilding opportunities come out of nowhere... Now Iām 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)āÆYou build a network of great contacts 2)āÆYou make your web properties more involving and interactive 3)āÆYou improve customer service levels 4)āÆYou get free referral traffic from your social profiles What downside?
- 63. Key Points 1)āÆNo you can NOT carry on using ārubbishā content 2)āÆStop going for the āeasyā link 3)āÆLets all forget about the āalgoā. Lets build good stuff. 4)āÆWe shot PageRank. Sorry. 5)āÆFaking social profiles is really quite hard. 6)āÆIf you donāt have your own network, use someone elseās. 7)āÆAlways be on the lookout! Questions?
- 64. Best Practices 1)āÆYou have to remove all copied content, de-index it etc. 2)āÆEverything spiders see on your site should be good ā if it isnt, then de-index. Everything. 3)āÆStop buying links off anyone ā you can still āmakeā some though, as long as its done sensibly. 4)āÆDonāt even bother trying to game the social system. 5)āÆBring your community āin houseā (or on site) 6)āÆ Engage! Even if you donāt think its worth it now, it will be in a few years. Rel Author is a great example of where things are goingā¦.
- 65. Whoās that guy? martin macdonald @SearchMartin bit.ly/GplusMartin linkd.in/martinmac