Sustainable SEOCritical Thinking in SEO   Higher Level Concepts: Taking SEO to a New Level
Presentation Overview        SEO Gone Horribly Wrong        Higher Level SEO        The Key to Critical Thinking       ...
SEO Gone Horribly WrongSustainable SEO    AlanBleiweiss.com   @AlanBleiweiss
SEO Gone Horribly WrongSustainable SEO    AlanBleiweiss.com   @AlanBleiweiss
SEO Gone Horribly WrongSustainable SEO    AlanBleiweiss.com   @AlanBleiweiss
Higher Level SEO                  The Common Understanding:    SEO is the process of helping to ensure a site             ...
Higher Level SEO                  The Common Understanding:              “Let Google Figure It Out”            “Google Can...
Higher Level SEO                     The Reality:             Billions of Pages Out There            Horrific Code Issues ...
Higher Level SEO                        The Reality:        Google was forced to take extreme measures                    ...
Launching Redesign Before You ShouldSustainable SEO     AlanBleiweiss.com     @AlanBleiweiss
Redesign Launch Without Higher Level InputSustainable SEO     AlanBleiweiss.com   @AlanBleiweiss
Redesign Launch Without Higher Level InputSustainable SEO     AlanBleiweiss.com   @AlanBleiweiss
Bad Architecture Left UncheckedSustainable SEO     AlanBleiweiss.com   @AlanBleiweiss
Bad Architecture Left UncheckedSustainable SEO     AlanBleiweiss.com   @AlanBleiweiss
Bad Architecture Left Unchecked                  Actual Pages: 2500 Indexed: 646,638Sustainable SEO             AlanBleiwe...
Bad Automation Left UncheckedSustainable SEO    AlanBleiweiss.com   @AlanBleiweiss
On-Site Unrestrained “Optimization”Sustainable SEO     AlanBleiweiss.com    @AlanBleiweiss
Higher Level SEO                     The Reality:Sustainable SEO       AlanBleiweiss.com   @AlanBleiweiss
Higher Level SEO             So – What’s The Key To Higher Level SEO?Sustainable SEO           AlanBleiweiss.com       @Al...
Higher Level SEO        So – What’s The Key To Higher Level SEO?        More links?                        More content?  ...
Higher Level SEO        So – What’s The Key To Higher Level SEO?                  Critical ThinkingSustainable SEO        ...
Higher Level SEOSustainable SEO      AlanBleiweiss.com   @AlanBleiweiss
Higher Level SEO        Critical Thinking in SEOSustainable SEO           AlanBleiweiss.com   @AlanBleiweiss
Higher Level SEO  Search Engines First Task: Searcher Intent  What is the full question being asked by the searcher? e.g.:...
Higher Level SEO  Search Engines Next Task: Cross-Signal Validation  “Is this content the best match for this search?”    ...
Higher Level SEO  Your Task:  Match Topical Focus To Your Ideal Searcher Mind Model  Send Consistent Topical Focus Signals...
Higher Level SEO  Most Common Issues Site Owners & Most SEOs Fail At:           Topical Focus                   On-Site Si...
Higher Level SEO  Topical Focus  What is the primary focus of this page?  What is the primary focus of the section of the ...
Topical DilutionSustainable SEO       AlanBleiweiss.com   @AlanBleiweiss
Topical DilutionSustainable SEO      AlanBleiweiss.com   @AlanBleiweiss
Topical DilutionSustainable SEO      AlanBleiweiss.com   @AlanBleiweiss
Topical DilutionSustainable SEO      AlanBleiweiss.com   @AlanBleiweiss
Topical DilutionSustainable SEO      AlanBleiweiss.com   @AlanBleiweiss
Topical Focus: Consider Relevant SynonymsSustainable SEO    AlanBleiweiss.com   @AlanBleiweiss
Topical Focus: Think Like Your Market ThinksSustainable SEO     AlanBleiweiss.com    @AlanBleiweiss
Topical Focus: Rich Relevant Section Index PagesSustainable SEO     AlanBleiweiss.com    @AlanBleiweiss
Topical Focus: Tight Sectional NavigationSustainable SEO     AlanBleiweiss.com     @AlanBleiweiss
Topical Focus: Tight Sectional Topical IntentSustainable SEO      AlanBleiweiss.com     @AlanBleiweiss
Topical Focus: Deep Rich Organized ContentSustainable SEO     AlanBleiweiss.com   @AlanBleiweiss
Topical Focus: High Quality All The Way DownSustainable SEO     AlanBleiweiss.com   @AlanBleiweiss
Topical Focus: Deep Rich Evergreen ContentSustainable SEO     AlanBleiweiss.com   @AlanBleiweiss
Topical Focus: Deep Evergreen WinSustainable SEO    AlanBleiweiss.com   @AlanBleiweiss
Topical Focus: Rich Unique Local ContentSustainable SEO     AlanBleiweiss.com    @AlanBleiweiss
Topical Focus: Signal Confusion            Robots.txt: Disallow: On-Site-Search/            On-Site-Search Page Level:    ...
Topical Focus: Signal Confusion            Page Title: Keyword One | Keyword Two            URL: Keyword Three            ...
Topical Focus: Off-Site Validation MattersSustainable SEO      AlanBleiweiss.com    @AlanBleiweiss
Topical Focus: Don’t Ignore BingSustainable SEO     AlanBleiweiss.com   @AlanBleiweiss
Topical Focus: Off-Site False SignalsSustainable SEO      AlanBleiweiss.com    @AlanBleiweiss
Topical Focus: Off-Site False SignalsSustainable SEO      AlanBleiweiss.com    @AlanBleiweiss
Topical Focus: Off-Site ConsistencySustainable SEO      AlanBleiweiss.com   @AlanBleiweiss
Topical Focus: Off-Site ConsistencySustainable SEO      AlanBleiweiss.com   @AlanBleiweiss
Off-Site: Google+ MattersSustainable SEO     AlanBleiweiss.com   @AlanBleiweiss
Off-Site: Google+ MattersSustainable SEO     AlanBleiweiss.com   @AlanBleiweiss
Off-Site: LinkedIn MattersSustainable SEO     AlanBleiweiss.com   @AlanBleiweiss
Off-Site: LinkedIn MattersSustainable SEO     AlanBleiweiss.com   @AlanBleiweiss
Higher Level SEO  Trust  Was a visitor unhappy with the results they clicked to?           Were they confused when they go...
Higher Level SEO  Trust  What do others say about this site?           Its topical focus           Its trustworthiness    ...
Trust: Perceived User Experience            Errors Google Sees            e.g.: 404 – Not Found, 403 (Soft 404), 500Sustai...
Trust: Don’t Forget User BehaviorSustainable SEO     AlanBleiweiss.com   @AlanBleiweiss
Trust: It’s Not Just Main Page QualitySustainable SEO      AlanBleiweiss.com     @AlanBleiweiss
Trust: Review For Intermittent ProblemsSustainable SEO     AlanBleiweiss.com   @AlanBleiweiss
Trust: False SignalsSustainable SEO          AlanBleiweiss.com   @AlanBleiweiss
Trust: False SignalsSustainable SEO          AlanBleiweiss.com   @AlanBleiweiss
Trust: Reputation SignalsSustainable SEO     AlanBleiweiss.com   @AlanBleiweiss
Trust: Reputation SignalsSustainable SEO     AlanBleiweiss.com   @AlanBleiweiss
Trust: Reputation SignalsSustainable SEO     AlanBleiweiss.com   @AlanBleiweiss
Online Reputation  Reality Check    1 Page on a scam site can rank for your phrases or    brand because of site scale     ...
Online Reputation  Reality Check Scam Sites allow unsubstantiated complaints • Competitors & disgruntled employees can pos...
Online Reputation  Never Fight Fire With Fire  • Don’t post fake reviews / comments  • Don’t create fake news sites  • Don...
Online Reputation  Saturate Content Across The Web            Main Site                Company History Site          Corpo...
Online Reputation  Saturate Content Across The Web                        Facebook Corporate                  Facebook Cus...
Online Reputation  ORM Key Points            Add value with each new site & profile                  Press releases for ea...
Online Reputation  Trust + Uniqueness – Over-Optimization = ORM WIN     Don’t hide corporate ownership of any site       V...
Online Reputation  ORM Attack Research Techniques  “Other Sites On This Server” lookup on suspicious “reviews” sites  Rese...
Limitations of SEO Tools  TBPR (inaccurate, non-timely shiny object)  DA/PA (not accurate – can’t know how Google treats l...
Technical Quality Resources  Google Webmaster Tools  https://www.google.com/webmasters/tools/  Bing Webmaster Center  http...
Industry Tools & Resources  http://www.seomoz.org/google-algorithm-change  http://SEOmoz.org                    http://SEM...
Search Industry Blogs & News  http://SearchEngineJournal.com  http://SearchEngineLand.com  http://MarketingLand.com  http:...
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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.

Published in: Technology

Sustainable SEO Critical Thinking Required

  1. 1. Sustainable SEOCritical Thinking in SEO Higher Level Concepts: Taking SEO to a New Level
  2. 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. 3. SEO Gone Horribly WrongSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  4. 4. SEO Gone Horribly WrongSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  5. 5. SEO Gone Horribly WrongSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  6. 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. 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. 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. 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. 10. Launching Redesign Before You ShouldSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  11. 11. Redesign Launch Without Higher Level InputSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  12. 12. Redesign Launch Without Higher Level InputSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  13. 13. Bad Architecture Left UncheckedSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  14. 14. Bad Architecture Left UncheckedSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  15. 15. Bad Architecture Left Unchecked Actual Pages: 2500 Indexed: 646,638Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
  16. 16. Bad Automation Left UncheckedSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  17. 17. On-Site Unrestrained “Optimization”Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
  18. 18. Higher Level SEO The Reality:Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
  19. 19. Higher Level SEO So – What’s The Key To Higher Level SEO?Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
  20. 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. 21. Higher Level SEO So – What’s The Key To Higher Level SEO? Critical ThinkingSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  22. 22. Higher Level SEOSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  23. 23. Higher Level SEO Critical Thinking in SEOSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  24. 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. 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. 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. 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. 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. 29. Topical DilutionSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  30. 30. Topical DilutionSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  31. 31. Topical DilutionSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  32. 32. Topical DilutionSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  33. 33. Topical DilutionSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  34. 34. Topical Focus: Consider Relevant SynonymsSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  35. 35. Topical Focus: Think Like Your Market ThinksSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  36. 36. Topical Focus: Rich Relevant Section Index PagesSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  37. 37. Topical Focus: Tight Sectional NavigationSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  38. 38. Topical Focus: Tight Sectional Topical IntentSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  39. 39. Topical Focus: Deep Rich Organized ContentSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  40. 40. Topical Focus: High Quality All The Way DownSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  41. 41. Topical Focus: Deep Rich Evergreen ContentSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  42. 42. Topical Focus: Deep Evergreen WinSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  43. 43. Topical Focus: Rich Unique Local ContentSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  44. 44. Topical Focus: Signal Confusion Robots.txt: Disallow: On-Site-Search/ On-Site-Search Page Level: Meta Noindex, FollowSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  45. 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. 46. Topical Focus: Off-Site Validation MattersSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  47. 47. Topical Focus: Don’t Ignore BingSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  48. 48. Topical Focus: Off-Site False SignalsSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  49. 49. Topical Focus: Off-Site False SignalsSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  50. 50. Topical Focus: Off-Site ConsistencySustainable SEO AlanBleiweiss.com @AlanBleiweiss
  51. 51. Topical Focus: Off-Site ConsistencySustainable SEO AlanBleiweiss.com @AlanBleiweiss
  52. 52. Off-Site: Google+ MattersSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  53. 53. Off-Site: Google+ MattersSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  54. 54. Off-Site: LinkedIn MattersSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  55. 55. Off-Site: LinkedIn MattersSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  56. 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. 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. 58. Trust: Perceived User Experience Errors Google Sees e.g.: 404 – Not Found, 403 (Soft 404), 500Sustainable SEO AlanBleiweiss.com @AlanBleiweiss
  59. 59. Trust: Don’t Forget User BehaviorSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  60. 60. Trust: It’s Not Just Main Page QualitySustainable SEO AlanBleiweiss.com @AlanBleiweiss
  61. 61. Trust: Review For Intermittent ProblemsSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  62. 62. Trust: False SignalsSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  63. 63. Trust: False SignalsSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  64. 64. Trust: Reputation SignalsSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  65. 65. Trust: Reputation SignalsSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  66. 66. Trust: Reputation SignalsSustainable SEO AlanBleiweiss.com @AlanBleiweiss
  67. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
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