How to bulletproof your content and survive any algorithmic change mor con 2011 upload
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How to bulletproof your content and survive any algorithmic change mor con 2011 upload Presentation Transcript

  • 1. How To Bulletproof Your Content and Survive Any Algorithmic Change Kim Tyrone Agapito
  • 2.
    • Who Am I
    Fast Outline
    • Google Algorithm vs Your Content
    • What is Google Algoritm
    • How Google Changes Algorithm
    • Google Agent: Manual Raters
    • The Need to Bulletproof
    • How Deadly A Change in Algorithm Can Be
    • Non Quality Content vs Quality Content
    • Bulletproofing Tips
    • Conclusion
    • Algorithmic Change Losers and Winners
    Kim Tyrone Agapito
  • 3. The Need to Bulletproof Kim Tyrone Agapito
    • What is Bulletproofing
    Definition for bulletproofing: Web definitions: make bulletproof; "bulletproof the car“ Bulletproofing is the process of making something capable of stopping a bullet or similar high velocity projectiles e.g. shrapnel Kim Tyrone Agapito
  • 4. The Need to Bulletproof Kim Tyrone Agapito
    • What is Content Bulletproofing
    Definition for bulletproofing: SEO definitions: make bulletproof; "bulletproof your content “ Bulletproofing is the process of making your content invulnerable to changes in search engine algorithm e.g. Panda Update, Kim Tyrone Agapito
  • 5. The Need to Bulletproof Kim Tyrone Agapito
    • Why is there a Need to Bulletproof Content
    Because we all depend on search engine rankings Kim Tyrone Agapito
  • 6. The Need to Bulletproof Kim Tyrone Agapito
    • Why is there a Need to Bulletproof Content
    So you won’t be among the many people who are like this: Kim Tyrone Agapito
  • 7. The Need to Bulletproof Kim Tyrone Agapito
    • Why is there a Need to Bulletproof Content
    shift careers lose interest So you won’t be among the many people who: forced to resign got laid off just quit Kim Tyrone Agapito
  • 8. The Need to Bulletproof Kim Tyrone Agapito
    • Why is there a Need to Bulletproof Content
    There are winners and losers in every algo update: Kim Tyrone Agapito
  • 9. Kim Tyrone Agapito
    • Why is there a Need to Bulletproof Content
    There are winners and losers in every algo update: < The Need to Bulletproof Kim Tyrone Agapito
  • 10. The Need to Bulletproof Kim Tyrone Agapito
    • Why is there a Need to Bulletproof Content
    Top 3 Reasons why there are more losers than winners… 3. Webmasters/SEOs become lazy and carefree Kim Tyrone Agapito
  • 11. The Need to Bulletproof Kim Tyrone Agapito
    • Why is there a Need to Bulletproof Content
    Top 3 Reasons why there are more losers than winners… 2. Overconfidence – too complacent of their top ranking Kim Tyrone Agapito
  • 12. The Need to Bulletproof Kim Tyrone Agapito
    • Why is there a Need to Bulletproof Content
    Top 3 Reasons why there are more losers than winners… 1. Webmasters/SEOs are not being informed Kim Tyrone Agapito
  • 13. Algorithmic Change Losers Kim Tyrone Agapito
    • Few of the Biggest Google Algorithmic Change Losers
    eHow.com EzineArticles.com WiseGeek.com Buzzle.com ArticleBase.com http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers Kim Tyrone Agapito
  • 14. Algorithmic Change Winners Kim Tyrone Agapito
    • Few of the Biggest Google Algorithmic Change Winners
    HuffingtonPost.com USMagazine.com HowStuffWorks.com http://news.ebrandz.com/google/2011/4745-panda-update-new-winners-and-losers.html http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers Kim Tyrone Agapito
  • 15. Algorithmic Change Winners Kim Tyrone Agapito
    • Few of the Biggest Google Algorithmic Change Winners
    Kim Tyrone Agapito
  • 16. Algorithmic Change Winners Kim Tyrone Agapito
    • Few of the Biggest Google Algorithmic Change Winners
    Kim Tyrone Agapito
  • 17. Algorithmic Change Winners Kim Tyrone Agapito
    • Few of the Biggest Google Algorithmic Change Winners
    Kim Tyrone Agapito
  • 18. Algorithmic Change Losers Kim Tyrone Agapito
    • Characteristics of the Biggest Google Algorithmic Change Losers (time of penalty)
    Low information value Content is not reusable / Unlikely to be republished Low or no media content Content produced by non authoritative source Lots of grammatical errors Kim Tyrone Agapito
  • 19. Algorithmic Change Losers Kim Tyrone Agapito
    • Characteristics of the Biggest Google Algorithmic Change Losers (time of penalty)
    Definite/Predictable number of outbound links Continuous block of texts No social media integration Content is not original (different from unique) Content is not insightful Kim Tyrone Agapito
  • 20. Algorithmic Change Losers Kim Tyrone Agapito Not in compliance with: More guidance on building high-quality Friday, May 06, 2011 at 11:22 AM http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html Kim Tyrone Agapito
  • 21. Your Content vs Google Algorithm Kim Tyrone Agapito Why is your content in an apparent battle against Google’s Algorithm? Your content is like a terrorist in the eyes of Google - SPAM Kim Tyrone Agapito
  • 22. Your Content vs Google Algorithm Kim Tyrone Agapito Why is your content in an apparent battle against Google’s Algorithm? You are out there just to make money online Kim Tyrone Agapito
  • 23. Your Content vs Google Algorithm Kim Tyrone Agapito Why is your content in an apparent battle against Google’s Algorithm? Google is made for searchers Not for SEOs Not for affiliate marketers Not for third world country online workers Kim Tyrone Agapito
  • 24. What is Google Algorithm Kim Tyrone Agapito Algorithm as an effective method expressed as a finite list of well-defined instructions for calculating a function. Algorithms are used for calculation, data processing, and automated reasoning. In simple words an algorithm is a step-by-step procedure for calculations. Kim Tyrone Agapito
  • 25. What is Google Algorithm Kim Tyrone Agapito Google Algorithm or more precisely Google Search Algorithm is Google’s own way of ranking websites and webpages for a keyword based on many ranking factors – more than a single blog post can cover. - Complex formula, and no one knows exactly what it is - Composed of known and unknown variables (ranking factors) - Formula is tweaked every now and then ( 500 times on 2010) - Algorithm can be a bitch Kim Tyrone Agapito
  • 26. How Google Changes its Algorithm Kim Tyrone Agapito Supposing Google Algorithm can be presented in a simple equation R = A + B Which variable is identified first? Kim Tyrone Agapito
  • 27. How Google Changes its Algorithm Kim Tyrone Agapito Kim Tyrone Agapito
  • 28. Google Agent: Manual Raters Kim Tyrone Agapito Content Removed MORCon 2011 Participants Eyes Only Kim Tyrone Agapito
  • 29. Google Agent: Manual Raters Kim Tyrone Agapito Content Removed MORCon 2011 Participants Eyes Only Kim Tyrone Agapito
  • 30. Google Agent: Manual Raters Kim Tyrone Agapito Content Removed MORCon 2011 Participants Eyes Only Kim Tyrone Agapito
  • 31. Google Agent: Manual Raters Kim Tyrone Agapito Content Removed MORCon 2011 Participants Eyes Only Kim Tyrone Agapito
  • 32. Google Agent: Manual Raters Kim Tyrone Agapito Content Removed MORCon 2011 Participants Eyes Only Kim Tyrone Agapito
  • 33. Google Agent: Manual Raters Kim Tyrone Agapito Content Removed MORCon 2011 Participants Eyes Only Kim Tyrone Agapito
  • 34. Google Agent: Manual Raters Kim Tyrone Agapito
    • Takeouts: 2011 Google Quality Raters Handbook
    Relevant vs Useful Relevant pages should still “fit” the query, but they might be less comprehensive, less up-to-date, come from a less authoritative source, or cover only one important aspect of the query. Broad KW = general content Longtail KW = specific content General Niche = NO Specific Niche = YES Kim Tyrone Agapito
  • 35. Google Agent: Manual Raters Kim Tyrone Agapito
    • Takeouts: 2011 Google Quality Raters Handbook
    Spam Presence of deceptive technique to trick Google So yes, you can have quality content: vital, relevant and useful but still be marked as SPAM Spam classification and Quality rating are independent - Quality Spam Kim Tyrone Agapito
  • 36. Google Agent: Manual Raters Kim Tyrone Agapito
    • Takeouts: 2011 Google Quality Raters Handbook
    Pure PPC Pages Pages that contain PPC ads only, or have very little content – clear MFA Copied content from authoritative website which allows redistribution of their content like Wikipedia Use of freely available feeds through XML and RSS + PPC ads = SPAM Content is OK but not helpful, has no clear purpose = SPAM Content won’t make any difference, ignorable = off topic Content is so so, poorly written, gibberish = SPAM Kim Tyrone Agapito
  • 37. How Deadly A Change in Algorithm Can Be Kim Tyrone Agapito
    • Few of the Biggest Google Algorithmic Change Losers
    eHow.com EzineArticles.com WiseGeek.com Buzzle.com ArticleBase.com http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers Kim Tyrone Agapito
  • 38. Algorithmic Change Losers Kim Tyrone Agapito
    • Few of the Biggest Google Algorithmic Change Losers
    Kim Tyrone Agapito
  • 39. Algorithmic Change Losers Kim Tyrone Agapito
    • Few of the Biggest Google Algorithmic Change Losers
    Kim Tyrone Agapito
  • 40. Algorithmic Change Losers Kim Tyrone Agapito
    • Few of the Biggest Google Algorithmic Change Losers
    Kim Tyrone Agapito
  • 41. Algorithmic Change Losers Kim Tyrone Agapito
    • Few of the Biggest Google Algorithmic Change Losers
    Kim Tyrone Agapito
  • 42. Algorithmic Change Losers Kim Tyrone Agapito
    • Few of the Biggest Google Algorithmic Change Losers
    Kim Tyrone Agapito
  • 43. Non Quality Content vs Quality Content Kim Tyrone Agapito
    • Identify from:
    Google Quality Raters Losers from Panda Update Winners from Panda Update Causation vs Correlation = Circle of Algorithm Spammy Footprints vs Non-spammy Trends Authoritative and High Quality Content Footprints Kim Tyrone Agapito
  • 44. Non Quality Content vs Quality Content Kim Tyrone Agapito
    • Causation vs Correlation = it’s a Circle
    Causation = The act of causing something to happen Correlation = A reciprocal relation between two or more things &quot;Correlation does not imply causation&quot; (related to &quot;ignoring a common cause&quot; and questionable cause) is a phrase used in science and statistics to emphasize that correlation between two variables does not automatically imply that one causes the other Kim Tyrone Agapito
  • 45. Non Quality Content vs Quality Content Kim Tyrone Agapito
    • Spammy Footprints
    Footprints of scripts / tactics that are turned into tools for spam… note guest posting, all positive one sided reviews – spammy content structure News sites spam, algo is rolled out even real news sites were hit Layout is predictable, is under a specific “formula” … ie EzineArtilcles, 1 or 2 links right at the end of content Little or no link outs, unrealistic / non authoritative = think of Docus, Research Papers etc. Kim Tyrone Agapito
  • 46. Non Quality Content vs Quality Content Kim Tyrone Agapito Authoritative and High Quality Content Footprints Author of content is indentifiable and a is real person in the eyes of Google Placed on sites and pages with quality content Social and with Real Social Proof/Social Signal = social influence Links to relevant and useful content / websites Kim Tyrone Agapito
  • 47. Bulletproofing Tips Kim Tyrone Agapito Publish Content Like Matt Cutts is Right at Your Back Publish Content Like a You’re a Google Quality Rater / Reviewer Think of Adding Real Value to the Internet, not Money or Profit I said think, like it should be part of your mantra Publish Timeless Content, or at Least Content that will Last Long Kim Tyrone Agapito
  • 48. Bulletproofing Tips Kim Tyrone Agapito Follow Google Webmaster Guidelines Follow Google Guidelines for Quality Content http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html http://www.google.com/support/webmasters/bin/answer.py?answer=35769 Be Social Social Media Integratio + Social on your content Kim Tyrone Agapito
  • 49. Bulletproofing Tips Kim Tyrone Agapito Write Content Like a Pro or hire someone who can... Or have it supervised by someone who can :P Be Updated Updated about the news, trends and changes Adapt and Evolve Adapt to the changes in web content publishing, what used to worked yesterday may not always work today and tomorrow, somehow in the future something called HTML 10 will be a standard, use it Kim Tyrone Agapito
  • 50. Contact Info Kim.Tyrone.Agapito [email_address] ArticleScholar.com Kim Tyrone Agapito www.KimOfTheWorld.com gplus.to/SearchSpecialist fb.com/SearchSpecialist Kim Tyrone Agapito
  • 51. Questions?