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Algo chaos - Pubcon Vegas 2013  by Jake Bohall of Virante, Inc.
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Algo chaos - Pubcon Vegas 2013 by Jake Bohall of Virante, Inc.


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Frustrated at the world of algorithm updates? Has a Google penalty wiped you out? Do you have an algo-proofed website? Can your online marketing platform sustain the test of time? Obtain answers to …

Frustrated at the world of algorithm updates? Has a Google penalty wiped you out? Do you have an algo-proofed website? Can your online marketing platform sustain the test of time? Obtain answers to these questions as well as solutions for long-term SEO success from this session at Pubcon Vegas 2013.

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  • 1. Algo Chaos WTF just happened? VIRANTE WEB MARKETING @JakeBohall
  • 2. About the Presenter Jake Bohall is the VP of Marketing for Virante, where he has worked since 2008. He has cofounded several start-ups, sits on the board of an educational non-profit, and assists entrepreneurs in implementing their start-up ideas. Jake's expertise lies in identifying opportunities for business growth and determining appropriate search engine marketing strategies to fit a company’s objectives. @JakeBohall
  • 3. 35 35 30 25 19 20 13 15 5 8 7 10 1 0 1 2 8 1 2 2 4 0 Major Algorithm Updates Data Source: VIRANTE WEB MARKETING @JakeBohall
  • 4. … Algo Updates Image Credit: @JakeBohall
  • 5. cha·os noun complete disorder and confusion. cha·os the·o·ry noun the branch of mathematics that deals with complex systems whose behavior is highly sensitive to slight changes in conditions, so that small alterations can give rise to strikingly great consequences. VIRANTE WEB MARKETING @JakeBohall
  • 6. … Negative SEO Image Credit: @JakeBohall
  • 7. Inconsistency with Guidelines Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you'd feel comfortable explaining what you've done to a website that competes with you, or to a Google employee. Any links intended to manipulate PageRank or a site's ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines. VIRANTE WEB MARKETING @JakeBohall
  • 8. Image Credit: somewhere on blogspot… they probably stole it @JakeBohall
  • 9. Be Smarter … EVOLVE! Image Credit: @JakeBohall
  • 10. The common principal: Better Content && Better Links Relevance VIRANTE WEB MARKETING @JakeBohall Authority
  • 11. Image Credit: @JakeBohall
  • 12. Stop doing spammy stuff… Quality CONTENT matters! UNIQUE - Implement rich snippets, microdata and UGC RELEVANT- Topical relevancy AUTHORITY - Google+ is real @JakeBohall
  • 13. Unique Content… Rich snippets and microdata Better user experience, increased click through rates Image Credit: @JakeBohall
  • 14. Unique Content… User generated content Your content should prove your users are engaged! Make your audience sneezers, marketing your product/content for you…. Hello social media! @JakeBohall
  • 15. Relevant Content… New Trends: Topical Relevancy Ben Hendrickson (seoMoz) told us about LDA… Were you listening? To Do: Use LDA Scoring and keyword concept themes to create content that is more semantically relevant to the keywords you are trying to rank. Consider… @JakeBohall
  • 16. What is LDA? PubCon Vegas Marketing SEO SEM Networking Analytics Affiliates @JakeBohall Vegas Drinking Gambling Convention Center Money Late Nights
  • 17. Authority Content… New Trends: Google + is real “It’s really the unification of all of Google’s services, with a common social layer.” Head of Google+, Vic Gundotra Author Rank and Brand Rank are Driven by Content! @JakeBohall
  • 18. Authority Content… New Trends: Google + is real To Do: Create an account - Implement rel=author and rel=publisher to attribute your knowledge graph to your profile and brand pages. Do #RCS - “Real Company Shit” @JakeBohall -- Wil Reynolds
  • 19. Stop doing spammy stuff… Quality LINKS matter! BRAND - Engagement with company, citations PEOPLE - Social Media, inspire conversation DIVERSITY - Diversity in anchor text, strategies, etc. @JakeBohall
  • 20. Better Links… @JakeBohall
  • 21. Better Links… Digital Outreach / PR / Social Media They all converge to PROMOTE YOUR BRAND!!! Let Google know you care more about your business than you do about Cheap Discount Widgets. @JakeBohall
  • 22. Better Content && Better Links Cheating at new content with BLB Want to become the authority… find out who is/was and how they captured attention in the past! Broken Link Building is prospecting for content ideas …that already have links! Create awesome link bait content (don’t copy!!) @JakeBohall
  • 23. Better Content && Better Links “The success of the campaign is directly proportional to how much good you do for the web. You profit only if you create good content to replace lost or abandoned content that webmasters still want to link to.” To Do: ( @JakeBohall
  • 24. Takeaways… … Stop doing spammy stuff… Quality matters! Content - Implement rich snippets and UGC - Check out LDA tools, focus on topical relevancy - Find new content opportunities based upon success Links - Focus on your brand authority - Remove bad backlinks and/or dilute with good ones - Watch your anchor text diversity @JakeBohall
  • 25. If you can’t evolve… @JakeBohall
  • 26. Virante, Inc. 1-800-650-0820 @virante Jake Bohall 919-459-2834 @jakebohall @JakeBohall