SEM Trends 2013 - SEO / Search Marketing Strategies 2013 and Beyond

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SEO / Search Marketing Strategies 2013 and Beyond was presented in SEM Trends 2013, hosted by SEO Iloilo last July 6, 2013.

SEO / Search Marketing Strategies 2013 and Beyond was presented in SEM Trends 2013, hosted by SEO Iloilo last July 6, 2013.

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  • 1. @JasonAcidre @GrantMerriel
  • 2. Penalties Everywhere
  • 3. Penalties Everywhere • What is a ban? • What is a penalty? A ban results in complete and total removal of your entire site from the Google index. A penalty causes your pages to drop in rankings.
  • 4. Penalties Everywhere • What causes penalties? Website’s Activities Website’s Neighbours Website’s Traffic Sources
  • 5. Penalties Everywhere CASE STUDY http://www.interflora.co.uk/
  • 6. Penalties Everywhere CASE STUDY http://www.interflora.co.uk/ Feb 14, 2013
  • 7. Penalties Everywhere CASE STUDY http://www.interflora.co.uk/ Feb 14, 2013
  • 8. Penalties Everywhere CASE STUDY http://www.linkresearchtools.com/case- studies/interflora-penalty/
  • 9. Penalties Everywhere CASE STUDY http://www.linkresearchtools.com/case- studies/interflora-penalty/
  • 10. Penalties Everywhere CASE STUDY http://www.linkresearchtools.com/case- studies/interflora-penalty/
  • 11. Penalties Everywhere CASE STUDY http://martinmacdonald.net/interflora-seo-penalty/
  • 12. Penalties Everywhere CASE STUDY
  • 13. Penalties Everywhere CASE STUDY In 2012 it was revealed that iAcquire was buying linksfor clients, including Dunn & Bradstreet Credibility Corporation. Noted SEO Josh Davis outed them in Twitter and Search Engine Land. iAcquire and DBCC were both delisted by Google in May and returned in July.
  • 14. Penalties Everywhere What are Penalty Triggers that you should avoid? Unnatural Link Schemes — Links to/from unrelated or “unnatural” domains. Anchor Text Repetition - many identical anchor texts to the same page Aggressive Link Building - don't build in new links too fast [ ]
  • 15. Penalties Everywhere What are Penalty Triggers that you should avoid? Automated Queries - frequent searches with computer-based tools. Over-Optimization – slow, steady and persistence Buying Links – Buying or selling high PR links that pass PageRank. [ ]
  • 16. Penalties Everywhere What are Penalty Triggers that you should avoid? Mini-nets (Link Wheels) - closely linked sites on shared IP addresses or Web 2.0 sites Poor or Spun Content – Duplicate, thin or “spun” content will hurt you! Automated Redirects - Meta and JavaScript redirects are a no-no. [ ]
  • 17. Penalties Everywhere What are Penalty Symptoms? Sudden Drop of Traffic for a Week You Lost you Ranking Keywords The Changes Coincide with the date of Algo change [ ]
  • 18. Penalties Everywhere What are Penalty Symptoms?[ ]
  • 19. Penalties Everywhere Quick Diagnosis[ ] Not Banned!
  • 20. Penalties Everywhere Quick Diagnosis[ ] A Penalty If you search for your domain and you’re not #1 then there’s a possibility of being penalized.
  • 21. Penalties Everywhere Kinds of Penalties [ ] Google “EMD Update”–Exact Match Domain SLAP! Symptom: -950 Date: 9/28/2012 Behaviour: Scheduled Refresh Fight Back: Build Quality Website & Content
  • 22. Penalties Everywhere Kinds of Penalties [ ] Google “Pirate Update”– Website Receiving DMCA Reports Symptom: -50 Behaviour: Manual penalty Fight Back: Original Content, Attribute your images and videos
  • 23. Penalties Everywhere Kinds of Penalties [ ] Google “Penguin Over Optimization”– spun content, low quality content, questionable linking practices, keyword stuffing, excessive page optimization, cross domain linking Symptom: -50 Behaviour: Filter Fight Back: Richer content, high social signals, dwell time, low bounce rate
  • 24. Penalties Everywhere Kinds of Penalties [ ] Google “Over Optimization”– spun content, low quality content, questionable linking practices, keyword stuffing, excessive page optimization, cross domain linking Fight back: Remove spam content Clean up your site overall user experience Practice Link Pruning and monthly maintenance You have to wait for the next refresh
  • 25. Penalties Everywhere Kinds of Penalties [ ] Google “Panda Penalty”– scrapers, duplicate content, content farms, weak and unoriginal content, rewritten content Symptom: #1 down to 3, 3 down to 5, 10 down to 50
  • 26. Penalties Everywhere Kinds of Penalties [ ] Google “Panda Penalty”– scrapers, duplicate content, content farms, weak and unoriginal content, rewritten content Fight back: Original and rich content, social shares, G+ Authorship, linking out to quality content that supports your content
  • 27. Good user experience High dwell time More browsing Downloaded if a file Your Page Link out to Quality page Receives high quality score Will also receive high score
  • 28. Penalties Everywhere How To determine what hit you?[ ] PanguinTool.com
  • 29. Penalties Everywhere Quality Content is King Again[ ]
  • 30. Penalties Everywhere Quality Content is King Again[ ] User Generated Content(UGC) testimonials, reviews, ratings, and social media signals (FB likes, G+1s, tweets, etc.)
  • 31. Penalties Everywhere Check your site metrics: Page load times – 3 seconds Bounce rates Average page visit Conversion
  • 32. Penalties Everywhere It affects user experience
  • 33. Penalties Everywhere Kinds of Penalties [ ] Google “BLOOP”– Backlink Over Optimization Penalty Symptoms: -20 or -7 to -40 drops in rankings
  • 34. Penalties Everywhere Kinds of Penalties [ ] Google “BLOOP”– Backlink Over Optimization Penalty Excessive reciprocal links Triggers: Excessive directory links Excessive non-related links
  • 35. Penalties Everywhere Kinds of Penalties [ ] Google “Stagnant Content Penalty”– Backlink Over Optimization Penalty Symptom: From #1-3 to #6 Fight Back: Keep your content fresh
  • 36. Penalties Everywhere Kinds of Penalties [ ] Google “-50 Penalty”– Paid Links Penalty Symptom: -50 Fight Back: Do not buy links. If you do, put rel=“nofollow” tag
  • 37. Penalties Everywhere Kinds of Penalties [ ] Google “-30 Suppression Penalty”– Affiliate penalties Symptom: -30 drops in rankings Adsense Heavy, affiliate ads heavy, thin content, comment spamming
  • 38. Penalties Everywhere Kinds of Penalties [ ] Google “-30 Suppression Penalty”– Affiliate penalties • Lesser blog comment activity Fight Back: • Blend ads and Adsense in content and emphasize on content • Rich content
  • 39. Penalties Everywhere Kinds of Penalties [ ] Google “-30 Suppression Penalty”– Affiliate penalties • Lesser blog comment activity Fight Back: • Blend ads and Adsense in content and emphasize on content • Rich content
  • 40. All these has to happen to happen to fight spam
  • 41. .
  • 42. You need stable business
  • 43. There’s more!?
  • 44. There’s more fun!
  • 45. Boring to Fun!
  • 46. Repetitive to Creative
  • 47. Competition to Contribution
  • 48. You know what we did?
  • 49. We spammed the forums
  • 50. We spammed the Directories
  • 51. We spammed Blog Commenting
  • 52. Are we going to kill Social Media too?
  • 53. @BenjArriola “There’s a lot of re-education that needs to be done”
  • 54. Moz.com
  • 55. Moz.com
  • 56. The Trio Content TechnologyFame Some PR Some CMO Some Content Strategist Full Stack Marketer Will Critchlow
  • 57. Internal Technology External Technology Product Technology Web analytics Business intelligence CRM Digital asset managementCompetitive intelligence Campaign management Marketing dashboards Social media monitoring SEO analysis / auditing Email marketing Mobile marketing Web site Interactive ads Landing pages Behavioral targeting Linked data Search ads Location RFID Social features User-generated content User communities Internet of things Digital products Augmented reality
  • 58. CORE WEBSITE WEB TESTING & OPTIMIZATION SOCIAL MEDIA ANALYTICS MARKETING AUTOMATION EMAIL MARKETING CRM SALES AUTOMATION CUSTOM DATABASES BUSINESS INTELLIGENCE E-COMMERCE LOYALTY MANAGEMENT CUSTOM WEB APPS WIDGETS/PLUG- INS MOBILE APPS SEO TOOLS SOCIAL MEDIA MARKETING MANAGEMENT VIRTUAL EVENTS AGILE/PROJECT MANAGEMENT CUSTOMER ANALYTICS VIDEO AD MANAGEMENT SEARCH AD MANAGEMENT SOCIAL MEDIA AD MANAGEMENT DISPLAY AD MANAGEMENT VIDEO CONTENT MOBILE MARKETING MARKETING RESOURCE MANAGEMENT CREATIVE TOOLS COMMUNITI ES LANDING PAGES & MICROSITES BLOGS APIs GAMING/FACEBOOK APPS MULTI-CHANNEL MARKETNG MANAGEMENT CALL TRACKING PERSONALIZATIO N INTEGRATED SUITES & ENTERPRISE MARKETING MANAGEMENT WEB ANALYTICS EVENT MANAGEMENT TARGETING DIGITAL ASSET MANAGEMENT CREATIVE OPTIMIZATIO N External Promotion Customer Experience Marketing Management
  • 59. Consumers’ behaviour evolves
  • 60. Customer Support Social Media This is obviously what Fly Philippine Airlines has.
  • 61. Customer Support Social Media Social Media is not just a tool to shut people up but also a great tool to help tweak and improve your business.
  • 62. Customers doesn’t become your loyalists just because of your discount promotions but because of great customer support.
  • 63. Analytics SEO Landing Page Optimization Email Marketing User ExperiencePR Content Marketing
  • 64. We optimize mainly for visitor’s thought sequences to influence buying decisions
  • 65. Any Questions? @markacsay