Sustainable SEO Critical Thinking Required

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Advanced, sustainable SEO now requires critical thinking more than ever. Without it, all you end up with is horror stories. With it, Google penalties can be a thing of the past.

Advanced, sustainable SEO now requires critical thinking more than ever. Without it, all you end up with is horror stories. With it, Google penalties can be a thing of the past.

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  • 1. Sustainable SEOCritical Thinking in SEO Higher Level Concepts: Taking SEO to a New Level
  • 2. Presentation Overview  SEO Gone Horribly Wrong  Higher Level SEO  The Key to Critical Thinking  Most Common SEO Issues SEOs Fall Short On  Online Reputation Management  Tools & ResourcesSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 3. SEO Gone Horribly WrongSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 4. SEO Gone Horribly WrongSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 5. SEO Gone Horribly WrongSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 6. Higher Level SEO The Common Understanding: SEO is the process of helping to ensure a site properly communicates that “this content is the best match for this search”.Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 7. Higher Level SEO The Common Understanding: “Let Google Figure It Out” “Google Can Now Read AJAX” Google Now Encourages Responsive Design “Page Sculpting Matters” “Industry Tools Can Help Maximize SEO”Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 8. Higher Level SEO The Reality: Billions of Pages Out There Horrific Code Issues Abound Magic Bullet Methods Gone Wild Out of Control Spam Automation Google Struggles with Script Driven SitesSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 9. Higher Level SEO The Reality: Google was forced to take extreme measures at combatting spam Result: Ever Increasingly More Algorithm Layers Algorithms Do Not Cooperate With Each OtherSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 10. Launching Redesign Before You ShouldSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 11. Redesign Launch Without Higher Level InputSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 12. Redesign Launch Without Higher Level InputSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 13. Bad Architecture Left UncheckedSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 14. Bad Architecture Left UncheckedSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 15. Bad Architecture Left Unchecked Actual Pages: 2500 Indexed: 646,638Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 16. Bad Automation Left UncheckedSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 17. On-Site Unrestrained “Optimization”Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 18. Higher Level SEO The Reality:Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 19. Higher Level SEO So – What’s The Key To Higher Level SEO?Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 20. Higher Level SEO So – What’s The Key To Higher Level SEO? More links? More content? More social? Better links? Better content? Better social?Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 21. Higher Level SEO So – What’s The Key To Higher Level SEO? Critical ThinkingSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 22. Higher Level SEOSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 23. Higher Level SEO Critical Thinking in SEOSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 24. Higher Level SEO Search Engines First Task: Searcher Intent What is the full question being asked by the searcher? e.g.: “ERISA Attorney” Looking for an attorney who specialize in ERISA? Want to know what an ERISA attorney specializes in? Want to know what it takes to become an ERISA attorney?Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 25. Higher Level SEO Search Engines Next Task: Cross-Signal Validation “Is this content the best match for this search?” What is the primary topic for this page? Is this page the best source of information on this topic? Does it most closely answer the question asked ? Is this page trustworthy? Does the site offer a good user experience overall?Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 26. Higher Level SEO Your Task: Match Topical Focus To Your Ideal Searcher Mind Model Send Consistent Topical Focus Signals Send Consistent Quality Experience Signals Avoid Crappy ShortcutsSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 27. Higher Level SEO Most Common Issues Site Owners & Most SEOs Fail At: Topical Focus On-Site Signals Off-Site Confirmation Trust On-Site Signals Off-Site ConfirmationSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 28. Higher Level SEO Topical Focus What is the primary focus of this page? What is the primary focus of the section of the site this is on? What is the primary focus of the site this content is found within?Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 29. Topical DilutionSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 30. Topical DilutionSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 31. Topical DilutionSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 32. Topical DilutionSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 33. Topical DilutionSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 34. Topical Focus: Consider Relevant SynonymsSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 35. Topical Focus: Think Like Your Market ThinksSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 36. Topical Focus: Rich Relevant Section Index PagesSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 37. Topical Focus: Tight Sectional NavigationSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 38. Topical Focus: Tight Sectional Topical IntentSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 39. Topical Focus: Deep Rich Organized ContentSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 40. Topical Focus: High Quality All The Way DownSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 41. Topical Focus: Deep Rich Evergreen ContentSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 42. Topical Focus: Deep Evergreen WinSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 43. Topical Focus: Rich Unique Local ContentSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 44. Topical Focus: Signal Confusion Robots.txt: Disallow: On-Site-Search/ On-Site-Search Page Level: Meta Noindex, FollowSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 45. Topical Focus: Signal Confusion Page Title: Keyword One | Keyword Two URL: Keyword Three H1: Keyword Four Content: Keywords one, three, five, sevenSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 46. Topical Focus: Off-Site Validation MattersSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 47. Topical Focus: Don’t Ignore BingSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 48. Topical Focus: Off-Site False SignalsSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 49. Topical Focus: Off-Site False SignalsSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 50. Topical Focus: Off-Site ConsistencySustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 51. Topical Focus: Off-Site ConsistencySustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 52. Off-Site: Google+ MattersSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 53. Off-Site: Google+ MattersSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 54. Off-Site: LinkedIn MattersSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 55. Off-Site: LinkedIn MattersSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 56. Higher Level SEO Trust Was a visitor unhappy with the results they clicked to? Were they confused when they got to the site? Couldn’t find the information? Info found wasn’t what they were looking for? Were they overwhelmed with distractions? Did they have to spend too much time on-site?Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 57. Higher Level SEO Trust What do others say about this site? Its topical focus Its trustworthiness Its authority Its reliabilitySustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 58. Trust: Perceived User Experience Errors Google Sees e.g.: 404 – Not Found, 403 (Soft 404), 500Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 59. Trust: Don’t Forget User BehaviorSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 60. Trust: It’s Not Just Main Page QualitySustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 61. Trust: Review For Intermittent ProblemsSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 62. Trust: False SignalsSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 63. Trust: False SignalsSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 64. Trust: Reputation SignalsSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 65. Trust: Reputation SignalsSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 66. Trust: Reputation SignalsSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 67. Online Reputation Reality Check 1 Page on a scam site can rank for your phrases or brand because of site scale • PissedConsumer.com 500,000 pages • RipoffReport.com 1,100,000 pages • Scam.com 3,400,000 pages • Scambook.com 8,100,000 pages • 800Notes.com 1,900,000 pages • Yelp.com 11,600,000 pagesSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 68. Online Reputation Reality Check Scam Sites allow unsubstantiated complaints • Competitors & disgruntled employees can post anything they want • No proof of claim required • No personal identification confirmation required • Legal process can take two years to get court order to remove false claimsSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 69. Online Reputation Never Fight Fire With Fire • Don’t post fake reviews / comments • Don’t create fake news sites • Don’t create fake reviews sites • $500,000 fine • Permanent .gov site record • Legacy SERPs from news coverageSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 70. Online Reputation Saturate Content Across The Web Main Site Company History Site Corporate Site Community Outreach Site Customer Support Site Giving Back Site Complaints Resolution Site Twitter Corporate Customer Testimonials Site Twitter Customer Satisfaction Debunking Scam Stories Site Twitter Member Services Member Services Site Twitter Consumer Advocacy Consumer Advocacy Site Twitter Community Outreach Product Return Policies Site Twitter Giving BackSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 71. Online Reputation Saturate Content Across The Web Facebook Corporate Facebook Customer Satisfaction Facebook Member Services Facebook Consumer Advocacy Facebook Community Outreach Facebook Giving Back YouTube Channel YouTube Customer Satisfaction Channel YouTube Consumer Advocacy ChannelSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 72. Online Reputation ORM Key Points Add value with each new site & profile Press releases for each new site Press releases for each new social profile Build Quality Links to each site & profileSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 73. Online Reputation Trust + Uniqueness – Over-Optimization = ORM WIN Don’t hide corporate ownership of any site Vary Target Keyword Phrases across sites Link Social Profiles only to the appropriate siteSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 74. Online Reputation ORM Attack Research Techniques “Other Sites On This Server” lookup on suspicious “reviews” sites Research ownership info of suspicious “reviews” sites Research online presence of attack commenter usernames Research cross-promotion of attack content by commentersSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 75. Limitations of SEO Tools TBPR (inaccurate, non-timely shiny object) DA/PA (not accurate – can’t know how Google treats links) Link Reporting Tools (not comprehensive, no way to know which no longer are even counted) “All” vs. “Followed” Link Counts Disavow Process – not a cure-all – can take monthsSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 76. Technical Quality Resources Google Webmaster Tools https://www.google.com/webmasters/tools/ Bing Webmaster Center http://www.bing.com/toolbox/webmaster/ Speed Checks: http://URIValet.com http://WebPageTest.org Code Validation Checks http://validator.w3.org/ http://jigsaw.w3.org/css-validator/Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 77. Industry Tools & Resources http://www.seomoz.org/google-algorithm-change http://SEOmoz.org http://SEMRush.com (Pro Q&A) http://RavenTools.com/ http://AuthorityLabs.com http://ahrefs.com http://OpenSiteExplorer.org http://TheShortCutts.comSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  • 78. Search Industry Blogs & News http://SearchEngineJournal.com http://SearchEngineLand.com http://MarketingLand.com http://SearchNewsCentral.com http://Inbound.org http://SEOmoz.org/blog http://SearchEngineWatch.comSustainable SEO AlanBleiweiss.com @AlanBleiweiss