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SEO Basics - Link Spam, Local Optimization
 

SEO Basics - Link Spam, Local Optimization

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Beware of black hat SEO practices. You have too much to lose in giving your site over to anyone who guarantees page rank. Local search and Google Places tips.

Beware of black hat SEO practices. You have too much to lose in giving your site over to anyone who guarantees page rank. Local search and Google Places tips.

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  • Who has a blog?How many blog in the first person?SEO is not automated – elements of automationStill about building quality content that people want to shareReally just two elemntsContent / SocialIf you write content that answers people questions – you’ll be targeting search termsIf you’re engaged in social media in a positive and constructive way, you’ll be building linksCreate content that answer’s your clients’ questionsEngage honestly and productively in social medaiYou don’t have to worry about keywords and algorithms
  • Social media is the vehicle by which your content gets distributed onlineSocial is the great equalizer. Separating the genuine content from the spammy, disingenuous contentSEO is a foundational best practiceThe real Optimization for search comes from quality content building, and distribution through social media
  • Seattle Mama DocWendy Sue SwansonShe feels she has a responsibility as a healthcare provider to answer those questionsBe a part of the conversation. If you’re not, someone else will be – not qualified to have the discussionHealthcare pros have an obligation to interact through social mediaYou can touch more patients online – save time in the office if you’ve answered their questions onlineAnswer their questions before they come in the doorDistinguish yourself as the expert onlineThat’s where people are looking for answersIt’s ok to talk to people online. With the new algoithm changes, It’s what Google wants. So if you don’t’ do it for your patients, do it for Google.The by-product of her online activity was that her practice had a significant boost in patient volume.
  • What is OO?As long as there’s been a Google algo, there have been people trying to hack it. And that will always be the case.OO is essentially any practice designed to fool, or game the search engines’ algorithmsAlso referred to as Web Spam
  • Little to now difference b/w Web Spam and OOBoth are contrary to Google Webmaster Guidelines
  • Matt Cutts, Head of Webspam Team at GoogleHis job is to assure that Google users get the best possible user experience.SXSW in march, he announced that he was working on a algorithm change that would target and penalize sites for over optimization aka web spam.New Algorithm is called Penguin and it just came out on April 24thPenguin targeted sites that were buying linksThey had too many links to their site from non-industry sites like SEO sitesPrior update called Panda in early April 2011 - went after sites with large amounts of advertising.While Panda update targets sites for over optimization (or web spam),The purpose of both of these updates is to “level the playing field,” Cutts said. To give sites that have great, unique content a better shot at ranking above sites that build content for otherwise disingenuous purposes.Great news for those of us who’ve been following Google Webmaster Guidelines best practices all these yearsBad news for those have employed some poor practices, or those who have out and out tried to deceive search engines.
  • Litmus test:Ask your neighbor who knows nothing about SEO if your site looks weird.You don’t have to be a used car dealer in every target location. 15 pages, geo targeted, used cars here, there and everywhere (white rock, nanaimo, bellingham WA, chilliwack, Tsawassen, point roberts)You can speak in terms of greater metroplitan areas with some targeted content, get the traffic you want and still be compliant with Google Webmaster Guidelines.
  • Boost my seo; pump up your seo; yodleAutomatic link submissionsDoorway pagesGuarantees of page 1 – Google Webmaster Guidelines: “Beware of SEOs that claim to guarantee rankings, allege a "special relationship" with Google, or advertise a "priority submit" to Google.”Beware of one-trick poniesIf all they do is SEO, and don’t have a social package, a pay-per-click package or other demand generating tool in
  • Protect your contentProtect your search trafficYou paid for itYou’ve earned it over timeknow who you’re hiring, because you’re the one who’ll be at riskyou may say, we’ll my website is only a month old, let them do it and see what happensThink long termNo quick tricksSeo is earned over timeHistoryNatural link building from social and content creationIf you’re getting good seo traffic, it can be redirected elsewhere.Dr. Pfeifer – 2 years of data, great SEO valueWe can improve your seo for breast aug in the Hamptons – Well how did you find me?
  • Unnatural Link Profile – buying links from link farm, sources of links are not in similar industry – GG can see that unnatural growth very quickly – anchor textGoogle has quality reviewers – catches content that ranks well, that doesn’t serve the user well.Garbage content that ranks well.A link profile is made up of:The types of links to your website (sources such as directories, forums, news articles, press releases, social, etc.).How these links were acquired (all at once, or slowly/steadily over time).The anchor text (words used) in those links (perhaps the most important piece).Some might argue that their Web site wasn't worth much before the paid links, so why not?If you care about your brand and care about using your domain for the long-term, you might want to just keep to a measured "white hat" approach to your link building activities. It will take longer. It's harder. And, it will be difficult to get things like good anchor text in your backlinks.But there are safe approaches to link building you should consider.----- Meeting Notes (5/1/12 15:14) -----aboolianavoid by engaging in social media
  • Since Matt Cutts announcement at SXSW MarchSEO hackers are scrambling to keep their businesses aliveComing out of the woodworks, looking to keep their businesses aliveRats all jumping a sinking shipWe get emails from clients daily who’ve been contacted SEO’s trying to sell them a trick they learned at javascript camp, with no sustainable results or diversified online marketing strategy
  • One of our clients got a call from someone guaranteeing her a Rank on Page 1 for certain keywords – most of which she had already secured Page 1 forShe got the call and thought – ok kid, if you say you can, let’s see you do itClient was ready to say ok without knowing what his technique wasAnd more importantly she didn’t know the consequencesShe had a two-year website and organic traffic was at an all-time high - on a steady upswing for two yearsShe had 20% higher on-site conversion year over yearAnd she was ready to risk it all in one phone callThis person couldn’t tell her how he was going to do what he guaranteedHe didn’t have a full marketing strategy for her And certainly didn’t explain the risks she was taking
  • No quick tricksSeo is earned over timeHistoryNatural link building from social and content creationIf you’re getting good seo traffic, it can be redirected elsewhere.
  • http://www.nytimes.com/2011/02/13/business/13search.html?pagewanted=allAnd they did.At 7 p.m. Wednesday, J. C. Penney was still the No. 1 result for “Samsonite carry on luggage.”Two hours later, it was at No. 71.At 7 p.m. on Wednesday, Penney was No. 1 in searches for “living room furniture.”By 9 p.m., it had sunk to No. 68.In other words, one moment Penney was the most visible online destination for living room furniture in the country.The next, it was essentially buriedBMW – doorway pages “cloaking”http://www.mattcutts.com/blog/ramping-up-on-international-webspam/You have to think long term
  • Some might argue that their Web site wasn't worth much before the paid links, so why not?You have to think long-term. You want your site to have staying power for the long haul.Think of your site like a 401K plan, you don’t want to borrow from it – as you rebuild your page rank, you lose what you would have put into it, and the interest on
  • Different than google. Like yelp – localized, dependent on reviewsThis is the most quickly evolving area of Google right now – Started in 2009The interface to create and claim your own listings is even newerGood feature b/c it allows small business to compete locallyStill pretty unpredictableChanging locations is tricky – keep track of all of your online profiles if you’re link building.
  • How many people have claimed their listing?NAP & CategorySolo practices – pick either Dr. Name or practice name (don’t do both)Practices with more than one – just create the practice nameCategories – search and find your categoriesOther is where you can customize and insert your services – don’t go crazyBe thorough – photos, videos, hours, payment
  • NAP & CategorySolo practices – pick either Dr. Name or practice name (don’t do both)Practices with more than one – just create the practice name
  • Brand name changeSeattle in the nameLocation not near downtownSeveral departments under one roofShared phone numbersApostrophe in the name
  • Unnatural Link Profile – buying links from link farm, sources of links are not in similar industry – GG can see that unnatural growth very quickly – anchor textGoogle has quality reviewers – catches content that ranks well, that doesn’t serve the user well.Garbage content that ranks well.A link profile is made up of:The types of links to your website (sources such as directories, forums, news articles, press releases, social, etc.).How these links were acquired (all at once, or slowly/steadily over time).The anchor text (words used) in those links (perhaps the most important piece).Some might argue that their Web site wasn't worth much before the paid links, so why not?If you care about your brand and care about using your domain for the long-term, you might want to just keep to a measured "white hat" approach to your link building activities. It will take longer. It's harder. And, it will be difficult to get things like good anchor text in your backlinks.But there are safe approaches to link building you should consider.----- Meeting Notes (5/1/12 15:14) -----aboolianavoid by engaging in social media
  • SEO is simpleManualNatural Social behavior is rewardedDon’t over complicate it

SEO Basics - Link Spam, Local Optimization SEO Basics - Link Spam, Local Optimization Presentation Transcript

  • If I were #1 in Google,all my marketing problems would be solvedDana Fox | Gerard Gravallese | Eva Sheie
  • SOCIALCONTENT MEDIA IS KING IS QUEEN
  • Over Optimization and Web Spam
  • Web Spam
  • “Read My Lips.NO Web Spam”
  • Over Optimization On Site• Keyword Stuffing• Internal Link OO• Unnatural Content Developmentkeyword stuffing | keyword stuffing at ASAPS | best keyword stuffer | local keyword stuffing | stuffing keywords | stuffing keywords on the Web | what is keyword stuffing | recipes for keyword stuffing | good gravy for keyword stuffing | OMG more keyword stuffing | stop stuffing keywords | keyword stuffing is just weird | what up with keyword stuffing | enough already with keyword stuffing
  • Web Spam Tactics• Using your current content to create duplicative search results• Using your current content to create other entire websites for you• Guarantee of a Page 1 ranking – often for keywords for which you are already getting• Doorway pages that redirect to your content
  • It’s Your Content
  • Over Optimization Off Site• Too Many Links, Too Fast• Unnatural Link Profile• Links The Content Hasn’t Earned
  • Beware of shiny objects
  • Overall Site Visits Visits from Organic Search
  • What’s at Risk? “Am I happy this happed?... Absolutely not. Will Google take strong corrective action? We certainly will.” -- Matt Cutts to New York Times
  • Local SearchGoogle Places & Maps
  • • Paid• Local/Maps• Organic
  • Google Places Tips• Keep track of external profiles• Claim all found GP listings• Create only one canonical listing• Get reviews• Keep it Simple
  • The Only Blogs You Need to Read• Google Webmaster Blog• SEOmoz• Search Engine Watch• Search Engine Land