Tom Critchlow - Data Feed SEO & Advanced Site Architecture
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  • 1. Data Feed SEO & Advanced Site Architecture A4uexpo Europe, Munch 2010 Tom Critchlow
  • 2. Tom Critchlow Head of Search Marketing, Distilled > tom.critchlow@distilled.co.uk > twitter.com/TomCritchlow > www.distilled.co.uk > www.distilledconsulting.com Tom is a search geek, ninja poet, poker playing, maths loving, data geek. He’s responsible for all search marketing at Distilled.
  • 3. The Affiliate Penalty
  • 4. The “Affiliate” Penalty Two big causes of the “affiliate” penalty: 1) Algorithms 2) People
  • 5. Unique Content Matrix Unique Content, Strong site, Uniqeness Low Trust unique content  Non-unique Strong site, non- Content, low trust unique content  Site Strength
  • 6. Unique Content Spectrum    Uniqeness                Site Strength
  • 7. Case Study “Welcome visitor, please find out selection of [insert product] below, we have [number of products] items. We think you’ll like them!”
  • 8. User Generated Content
  • 9. “User” Generated Content
  • 10. User “Generated” Content Mozenda
  • 11. Building quick & dirty SEO Tools A Cheat Sheet & Inspiration Sources Magic Horsepower APIs (more on programmable web) YQL – Yahoo! Query Language Crawlers / Scrapers AdWords – Keywords Mozenda Alchemy – Structured data & text select * from html where 80legs Bing – Search, news, spelling url=“<url>" and Google App Engine Evri – Sentiment and popularity xpath=“<xpath>“ Amazon Web Services Face.com – Face detection Facebook – Social graph select * from html where Human Touch Google Analytics – Visitor data url=“<url>" Amazon Mechanical Turk Hostip – Geo data Smartsheet (interface to Mechanical Turk) LinkedIn – Professional data select * from feed where oDesk Pingdom – Website uptime url=“<url>” Postrank (1, 2, 3) – real-time & influence Rapleaf – Social media profiles select * from search.web where Python Twitter – Real time and social query = “<query>" Since Python is the language of Google App ... And of course: Engine, here is how you can use YQL easily Linkscape – Links within Python: xpath (more examples) /foo – the element „foo‟ Download source – extract to yql folder //bar – all elements „bar‟ within your application Data (more on infochimps) Data.gov – US government data foo/bar – all bar elements children of foo foo//bar – bar arbitrary levels below foo import yql Data.gov.uk – UK government data foo/*/bar – bar grandchildren of foo y = yql.Public() Delicious list – from Peter Skomoroch foo/* - all children elements of foo result = y.execute(“<yql Google Public Data - Directory foo/@bar – bar attribute on foo query>”) Guardian – content and data World Bank – finance, health, etc. foo/[@bar] – foo with bar attributes 80legs – prepackaged crawl data foo/[@bar=baz] – where attribute=baz By Will Critchlow, www.distilled.co.uk. First published: www.seomoz.org
  • 12. User Generated “Content” • External search queries • Internal search queries • Tags • Testimonials • FAQs/Support emails
  • 13. Differentiate Yourself Title Kingston Technology Company - Flash Memory - DataTraveler 101 Amazon.com: Kingston DataTraveler 101 - 4 GB USB 2.0 Flash Drive… Kingston 4GB DataTraveler 101 USB 2.0 Flash Drive - DT101C/4GB ... eCOST.com-Kingston 4GB DataTraveler 101 USB 2.0 Flash Drive - Cyan ... Kingston 4GB DataTraveler 101 USB Flash Drive - Kingston ... Kingston DataTraveler 101 – 8 GB USB 2.0 Flash Memory DT101C/8GB ... Kingston 2GB DataTraveler 101 USB Flash Drive (Cyan) - $7.95 ... USB Flash Drives » Blog Archive » kingston datatraveler 101 - 4 gb ... Kingston DataTraveler 101 - USB flash drive - 4... - DT101C/4GB at ... Kingston DataTraveler 101 - 4 GB USB 2.0 Flash Drive DT101C/4GB ... Kingston DataTraveler 101 - 4 GB USB 2.0 Flash Drive DT101C/4GB ... Kingston 2GB DataTraveler 101 USB Flash Drive (Cyan) - $7.95 ... kingston 2 gb datatraveler 101 usb flash drive - kingston 2 gb ... KINGSTON 4 GB DataTraveler 101 USB Flash Drive – Cyan : Memory | Dell Kingston DT101C/4GB Flash Memory 4GB DataTraveler 101 with Secure ... Kingston DataTraveler 101 4 GB - Reviews, Prices, Photos, Videos ... Kingston 2GB DataTraveler 101 USB Flash Drive - Cyan, latest Deals ... Kingston DataTraveler 101 - 4 GB USB 2.0 Flash Drive DT101C/4GB ... Kingston DataTraveler 101 - 4 GB USB 2.0 Flash Drive DT101C/4GB ... $6.05 off Kingston 2GB DataTraveler 101 USB 2.0 Flash Drive in ... DT101C4GB Kingston Technology Data Traveler 101, 4 GB Flash Drive ...
  • 14. Manipulate & Clean Your Data “Kingston “Kingston USB DataTraveler 101 memory stick vs USB flash drive - 4 4gb” GB – Cyan”
  • 15. Of Course, Links Always Win http://www.seobook.com/black-hat-seo-case-study
  • 16. Manual Reviews – aka “Hand Jobs” Check out the quality rater guidelines “Add value to users” “Relevant” These are subjective!!
  • 17. Information Architecture
  • 18. What Perfect IA Looks Like Check it out: http://seogadget.co.uk/solving-site-architecture-issues/
  • 19. Define Your Keyword Niches Look at the user search path – define your categories to match the search volume. Single keywords are for losers: http://www.wordtracker.com/academy/long-tail-keyword-research
  • 20. Pagination is bad – never do it Never visited Yawn. Ugh. Zzzz.
  • 21. Footer Links Are Bad Footer links can penalise you! Bad for users bad for SEO. Make a user friendly architecture.
  • 22. Information Architecture Rules • Flat architecture Close to homepage <100 links / page • No pagination • No footer links • Make category/sub-category pages user friendly • ?????? • Profit
  • 23. Cross Linking Internally
  • 24. Advanced: Algorithms Figure out a scoring algorithm for your pages based on popularity, search volume and current ranking position. Use this algorithm to direct links internally.
  • 25. Diagnosing IA Issues Use separate XML sitemaps Xenu is your friend
  • 26. Secret Sauce Query Deserves Freshness: Microformats:
  • 27. Resources • http://www.seomoz.org/blog/whiteboard-friday-flat-site-architecture • http://seogadget.co.uk/solving-site-architecture-issues/ • http://www.seomoz.org/blog/api-and-dataset-cheatsheet-building-quick- dirty-tools • http://www.mozenda.com • http://www.seomoz.org/blog/leveraging-mechanical-turk-odesk-elance- craigslist-for-seo • http://www.seochat.com/c/a/Google-Optimization-Help/Googles-Quality- Rater-Guidelines-Leaked/ • http://strategizer.wordtracker.com/ • http://www.blogstorm.co.uk/using-multiple-sitemaps-to-analyse- indexation-on-large-sites/ • http://www.seomoz.org/blog/xenu-link-sleuth-more-than-just-a-broken- links-finder • http://microformats.org/ • http://www.seomoz.org/blog/whiteboard-friday-query-deserves-freshness
  • 28. Thanks!