Tom Critchlow - Data Feed SEO & Advanced Site Architecture

Data Feed SEO & Advanced Site Architecture A4uexpo Europe, Munch 2010 Tom Critchlow

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.

The Affiliate Penalty

The “Affiliate” Penalty Two big causes of the “affiliate” penalty: 1) Algorithms 2) People

Unique Content Matrix Unique Content, Strong site, Uniqeness Low Trust unique content  Non-unique Strong site, non- Content, low trust unique content  Site Strength

Unique Content Spectrum    Uniqeness                Site Strength

Case Study “Welcome visitor, please find out selection of [insert product] below, we have [number of products] items. We think you’ll like them!”

User Generated Content

“User” Generated Content

User “Generated” Content Mozenda

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

User Generated “Content” • External search queries • Internal search queries • Tags • Testimonials • FAQs/Support emails

Differentiate Yourself Title Kingston Technology Company - Flash Memory - DataTraveler 101 Amazon.com: Kingston DataTraveler 101 - 4 GB USB 2.0 Flash Driveâ€¦ 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 â€“ 8 GB USB 2.0 Flash Memory DT101C/8GB ... Kingston 2GB DataTraveler 101 USB Flash Drive (Cyan) - $7.95 ... USB Flash Drives Â» Blog Archive Â» 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 â€“ 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 ...

Manipulate & Clean Your Data “Kingston “Kingston USB DataTraveler 101 memory stick vs USB flash drive - 4 4gb” GB – Cyan”

Of Course, Links Always Win http://www.seobook.com/black-hat-seo-case-study

Manual Reviews – aka “Hand Jobs” Check out the quality rater guidelines “Add value to users” “Relevant” These are subjective!!

Information Architecture

What Perfect IA Looks Like Check it out: http://seogadget.co.uk/solving-site-architecture-issues/

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

Pagination is bad – never do it Never visited Yawn. Ugh. Zzzz.

Footer Links Are Bad Footer links can penalise you! Bad for users bad for SEO. Make a user friendly architecture.

Information Architecture Rules • Flat architecture Close to homepage <100 links / page • No pagination • No footer links • Make category/sub-category pages user friendly • ?????? • Profit

Cross Linking Internally

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.

Diagnosing IA Issues Use separate XML sitemaps Xenu is your friend

Secret Sauce Query Deserves Freshness: Microformats:

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

Thanks!

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