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Affiliate Summit West 2010<br />Fixing Failing SEO efforts<br />Wil Reynolds (@wilreynolds)<br />SEER Interactive<br />
Be a Tiger – Be Focused<br />
Be a Tiger<br />Regardless of transgressions, Tiger Woods is someone who always wants to be on top.<br />
Be a Tiger<br />Seriously, even when at the top of his game, he re-invented his swing. Its hard to change when you are #1....
Always room for improvement<br /><ul><li> IDENTIFY Low Competition Opportunities
 KILLING the Long Tail
 ANALYZING Universal search impact
Analysis of relationship ranking/traffic</li></li></ul><li>You all need an SEO…..<br />Company?<br />
SEO<br />
Get off the SEO CRACK<br />
No Crack?<br />Good <br />Lets get to work<br />
How competitive is the space?<br /><ul><li>How do you determine “competitiveness”?
Homepages vs sub pages ranking on page 1?
# of links pointing in?
# of deep links?
Adwords competitiveness?
CPCs?</li></li></ul><li>How competitive is the space?<br />#1 – 1,200<br />#2 – 1,250,000<br />#3 – 355,000<br />#4 – 4,00...
Raw # of links - wrong<br /><ul><li># of links vs # of unique linking domains – start
How do you find this?
Linkscape (paid)
Majestic SEO (paid)
Yahoo Site Explorer
Authority of linking sites?
Sometimes these get buried?
Links from NYT – Redbook – GQ – Shape – O Magazine can be useless</li></li></ul><li>Raw # of links - wrong<br /><ul><li>Au...
Sometimes these get buried?
Links from NYT – Redbook – GQ – Shape – O Magazine can be useless
Develop strategies to maximize the impact
Deep links to these pages
Social site submissions / promotion</li></li></ul><li>How Linkscape helped me<br /><ul><li>VERY competitive space
Client is consistently around 18 – 25 (started in 100’s)
Was on page 1 (3M searches / mo – highly commercial)
Had links from authority sites / magazines
Well respected CEO
Great tech team implementing our recommendations</li></ul>We’re not moving up anymore!!<br />
Who to Analyze?<br /><ul><li>Sites that were clearly inferior but OUTRANKING us
Not a major brand / household name
Did not have keywords in the domain
Less domain age</li></li></ul><li>Who to Analyze?<br />Picking the wrong sites will render your research useless<br />
Who to Analyze?<br /><ul><li>You learn about linking strategies much more from a site that is NOT a major brand
You can’t always replicate the ways big brands get links
Or their massive ad budgets</li></li></ul><li>How I used Linkscape<br />I was able to bring in the following data about ba...
Image or text link
# of links
No-followed?
IP Block
Domain Trust/Authority
PageRank (MozTrust)</li></ul>MUST bring this into Excel!!!<br />
Linkscape Analysis – Common Trends<br />Do competitors beat you on?<br />Mozrank Passed?<br />No followed links?<br />Auth...
Greatest Findings<br /><ul><li>Authority links were not passing juice
Deep into archives (10-12 clicks away)
Never used target anchor text
Competitors were getting hundreds of anchor text links, from lower authority sites (blogrolls) </li></li></ul><li>Biggest ...
New Link Strategy<br />Not about one offs (guest blog posts)<br />Not about authority<br />Unless we can dictate anchor te...
Your Takeaways<br />DEEP analysis of your competitors (who are ranking above you) is one of the first steps in SEO today.<...
Your Takeaways – Anchor Text<br /># of links is no longer sufficient<br />Authority links are not always better than ads /...
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How to Fix Failing SEO Efforts

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There are many misconceptions about search engine optimization. This session will detail five reasons SEO efforts fail.

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Transcript of "How to Fix Failing SEO Efforts"

  1. 1. Affiliate Summit West 2010<br />Fixing Failing SEO efforts<br />Wil Reynolds (@wilreynolds)<br />SEER Interactive<br />
  2. 2. Be a Tiger – Be Focused<br />
  3. 3. Be a Tiger<br />Regardless of transgressions, Tiger Woods is someone who always wants to be on top.<br />
  4. 4. Be a Tiger<br />Seriously, even when at the top of his game, he re-invented his swing. Its hard to change when you are #1.<br />
  5. 5. Always room for improvement<br /><ul><li> IDENTIFY Low Competition Opportunities
  6. 6. KILLING the Long Tail
  7. 7. ANALYZING Universal search impact
  8. 8. Analysis of relationship ranking/traffic</li></li></ul><li>You all need an SEO…..<br />Company?<br />
  9. 9. SEO<br />
  10. 10. Get off the SEO CRACK<br />
  11. 11.
  12. 12. No Crack?<br />Good <br />Lets get to work<br />
  13. 13. How competitive is the space?<br /><ul><li>How do you determine “competitiveness”?
  14. 14. Homepages vs sub pages ranking on page 1?
  15. 15. # of links pointing in?
  16. 16. # of deep links?
  17. 17. Adwords competitiveness?
  18. 18. CPCs?</li></li></ul><li>How competitive is the space?<br />#1 – 1,200<br />#2 – 1,250,000<br />#3 – 355,000<br />#4 – 4,000<br />#5 – 13,000<br />#6 – 3,200<br />#7 – 300,000<br />#8 – 1,240,000<br />#9 – 186<br />#10 – 4,400<br />* Yahoo Site Explorer<br />Searches<br />Broad = 335,000<br />Phrase = 275,000<br />Advertiser Competition = Highest possible<br />* Google Adwords Sandbox<br />
  19. 19. Raw # of links - wrong<br /><ul><li># of links vs # of unique linking domains – start
  20. 20. How do you find this?
  21. 21. Linkscape (paid)
  22. 22. Majestic SEO (paid)
  23. 23. Yahoo Site Explorer
  24. 24. Authority of linking sites?
  25. 25. Sometimes these get buried?
  26. 26. Links from NYT – Redbook – GQ – Shape – O Magazine can be useless</li></li></ul><li>Raw # of links - wrong<br /><ul><li>Authority of linking sites?
  27. 27. Sometimes these get buried?
  28. 28. Links from NYT – Redbook – GQ – Shape – O Magazine can be useless
  29. 29. Develop strategies to maximize the impact
  30. 30. Deep links to these pages
  31. 31. Social site submissions / promotion</li></li></ul><li>How Linkscape helped me<br /><ul><li>VERY competitive space
  32. 32. Client is consistently around 18 – 25 (started in 100’s)
  33. 33. Was on page 1 (3M searches / mo – highly commercial)
  34. 34. Had links from authority sites / magazines
  35. 35. Well respected CEO
  36. 36. Great tech team implementing our recommendations</li></ul>We’re not moving up anymore!!<br />
  37. 37. Who to Analyze?<br /><ul><li>Sites that were clearly inferior but OUTRANKING us
  38. 38. Not a major brand / household name
  39. 39. Did not have keywords in the domain
  40. 40. Less domain age</li></li></ul><li>Who to Analyze?<br />Picking the wrong sites will render your research useless<br />
  41. 41. Who to Analyze?<br /><ul><li>You learn about linking strategies much more from a site that is NOT a major brand
  42. 42. You can’t always replicate the ways big brands get links
  43. 43. Or their massive ad budgets</li></li></ul><li>How I used Linkscape<br />I was able to bring in the following data about back links:<br /><ul><li>Anchor text
  44. 44. Image or text link
  45. 45. # of links
  46. 46. No-followed?
  47. 47. IP Block
  48. 48. Domain Trust/Authority
  49. 49. PageRank (MozTrust)</li></ul>MUST bring this into Excel!!!<br />
  50. 50. Linkscape Analysis – Common Trends<br />Do competitors beat you on?<br />Mozrank Passed?<br />No followed links?<br />Authority?<br />Age?<br />Raw # of links?<br />
  51. 51. Greatest Findings<br /><ul><li>Authority links were not passing juice
  52. 52. Deep into archives (10-12 clicks away)
  53. 53. Never used target anchor text
  54. 54. Competitors were getting hundreds of anchor text links, from lower authority sites (blogrolls) </li></li></ul><li>Biggest Findings<br />1 authority link from NYT (buried) ≠ 15 anchor text links in blogrolls / homepage sponsors<br />New link strategy was required<br />
  55. 55. New Link Strategy<br />Not about one offs (guest blog posts)<br />Not about authority<br />Unless we can dictate anchor text<br />Unless we can get placement in plain HTML<br />IS about heavy anchor text<br />IS about networks<br />
  56. 56. Your Takeaways<br />DEEP analysis of your competitors (who are ranking above you) is one of the first steps in SEO today.<br />
  57. 57. Your Takeaways – Anchor Text<br /># of links is no longer sufficient<br />Authority links are not always better than ads / sponsorships where you can’t dictate anchor text.<br />Watch anchor text rich links in blog posts (they get archived).<br />Homepage anchor text links to something 4 clicks away = ranking fluctuations<br />
  58. 58. Affiliate Threat Level is Severe<br />
  59. 59. Biggest Threat to affiliates – Shopping Results<br />
  60. 60. Biggest Threat to Affiliates – Universal Search<br />
  61. 61. Don’t WHINE about GOOGLE<br />
  62. 62. Fight Back<br />
  63. 63. Fight Back<br /><ul><li>Buying Guides
  64. 64. Review / Best / Top Content
  65. 65. Niche, Niche, Niche</li></li></ul><li>Fight Back – Buying Guides<br />
  66. 66. Fight Back<br />Fight Back – Buying Guides<br />Listing buying guides in shopping results is new <br />Google is in a constant state of flux<br />It is a hint that Google may like “guide” content<br />
  67. 67. Fight Back – Niche Content<br />
  68. 68. Fight Back – Niche Content<br />
  69. 69. Fight Back – Niche Content<br />Minimal UNIVERSAL RESULTS<br />Go where the big brands aren’t<br />
  70. 70. Hit the long tail, HARD<br />Athletic Shoes Site – Google Adwords Sandbox<br />
  71. 71. Hit the long tail, HARD<br />Athletic Shoes Site – Google Suggest (generate content ideas)<br />
  72. 72. Hit the long tail, HARD<br />Athletic Shoes Site – Yahoo Search Assist <br />
  73. 73. Hit the long tail, HARD<br />Athletic Shoes Site – Google Insights<br />
  74. 74. Hit the long tail, HARD<br />Athletic Shoes Site – Google Insights<br />
  75. 75. Hit the long tail, HARD<br />Athletic Shoes Site – Google Insights Rising Searches<br />
  76. 76. Google Insights – Rising Searches<br />Last 12 months<br />2004 - Present<br />
  77. 77. Know the options<br />Insights is a powerful tool, but without setting the right options, you’ll be making decisions on wrong data<br />
  78. 78. Impact of Threat<br />Running in a panic is never a good thing<br />
  79. 79. Panic = you become someone’s floor cover<br />Ask these guys<br />
  80. 80. Panicking Zebra’s become food or floors<br />Ask these guys<br />
  81. 81. Impact of Threat – Get Smart, Get Strategic<br />What you’ll need<br />Ranking Checker<br />Capture the SERPS<br />Analytics w/ Alerts<br />Webmaster Tools<br />
  82. 82. Determining the Impact<br />My ranking checker of choice is Raven Tools<br /><ul><li>API
  83. 83. Captures SERPs
  84. 84. Tons of other features</li></li></ul><li>Impact of Threat – Rank Checking<br />Universal search can impact CTRs for your top traffic driving queries<br />Rank Checker<br />Open your historical ranking tracker<br />Don’t look for a BIG ranking drop<br />Look for inclusion of universal search<br />
  85. 85. Impact of Threat – Google Analytics<br />Analytics Alerts<br />At least 2 weeks <br />Traffic and/or conversions declines significantly<br />Google Intelligence Report (Beta)<br /> Automatic Notification!!!!! <br />
  86. 86. Impact of Threat – Google Analytics – How-To<br />
  87. 87. Impact of Threat – Google Analytics – How-To<br />
  88. 88. Google Webmaster Tools<br />
  89. 89. Webmaster Tools – Identify Impact of Universal<br />View Click through Percentage By Month<br />If your position is similar yet your click through % decreases / increases that is an indication to look deeper into universal search factors impacting your CTR.<br />Note: I have seen Google be way off in the ranking report, but it appears to be getting better.<br />
  90. 90. Never rest, Google isn’t!<br />
  91. 91. Why Can’t We Be Friends?<br />
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