SEO Kung Fu Lessons SEO Kung Fu - Mihai Gheza

State of the Search Industry Nothing special happened with google in the last year SEO Kung Fu - Mihai Gheza

Nothing special happened with google in the last year

except the fact that Google recently pumped up the results for large corporations to get them out of the crysis and confuse the f$%*k out of SEO guys SEO Kung Fu - Mihai Gheza

Google recently pumped up the results for large corporations

to get them out of the crysis

and confuse the f$%*k out of SEO guys

and personalized search. SEO Kung Fu - Mihai Gheza

The idea was pretty nicely explained by Joseph Pine (TED) who states that we evolved from goods -> services -> experience The same (shitty) results now come with an experience SEO Kung Fu - Mihai Gheza

by Joseph Pine (TED) who states that we evolved from

goods -> services -> experience

The same (shitty) results now come with an experience

experience that had long been invented by social networks SEO Kung Fu - Mihai Gheza

Lesson One: Defense SEO Kung Fu - Mihai Gheza

1.1 OnSite SEO is kinda like holy water You prepare yourself, which is good, but it’s not a strategy SEO Kung Fu - Mihai Gheza

You prepare yourself, which is good, but it’s not a strategy

1.2 Mr Miyagi style… “ Wax on, Wax off” not really insightful SEO Kung Fu - Mihai Gheza

“ Wax on, Wax off” not really insightful

1.3 Who can train you? SEO Kung Fu - Mihai Gheza

Sensei Matt Cutts SEO Kung Fu - Mihai Gheza

Sensei Rand Fishkin SEO Kung Fu - Mihai Gheza

Sensei Aaron Wall SEO Kung Fu - Mihai Gheza

Sempai Mihai Gheza :) SEO Kung Fu - Mihai Gheza Cheat Sheet on my Blog

Lesson Two: Attack! SEO Kung Fu - Mihai Gheza

SEO is pretty personal stuff You don’t just want to get on the first page, you want to specifically outrank “the guy who’s there on the first spot on google” SEO Kung Fu - Mihai Gheza

You don’t just want to get on the first page, you want to specifically outrank “the guy who’s there on the first spot on google”

2. White Hat or the Right Hand Path SEO Kung Fu - Mihai Gheza

2.1 Link Building is just like in the real world Important, authoritative people have to say something about you As many people as possible SEO Kung Fu - Mihai Gheza The governor of the Romanian National Bank talking about the GDP

Important, authoritative people have to say something about you

As many people as possible

2.2 Who should say what about me? SEO Kung Fu - Mihai Gheza

2.3 KeyWords Research SEO Kung Fu - Mihai Gheza

2.4 Competition Research with Linkscape Advanced reports cost 79$/month If you’re in a hurry, it’s worth it You get to audit 20 websites (your competitors) And you find out which of their backlinks carry the most juice Plus a ton more SEO Kung Fu - Mihai Gheza * I am not affiliated in any way with SEOMoz

Advanced reports cost 79$/month

If you’re in a hurry, it’s worth it

You get to audit 20 websites (your competitors)

And you find out which of their backlinks carry the most juice

Plus a ton more

2.5 Competition Research with…patience Advanced search operators Mixed with a PageRank reporting tool And a lot of caffeine Beware of “nofollow” SEO Kung Fu - Mihai Gheza

Advanced search operators

Mixed with a PageRank reporting tool

And a lot of caffeine

Beware of “nofollow”

2.6 And then? You start spreading your link to websites that have the most relevancy&PR and who agree to place your keywords in the anchor SEO Kung Fu - Mihai Gheza

You start spreading your link to websites that have the most relevancy&PR and who

agree to place your keywords in the anchor

2.7 Try doing it social send more traffic than google just for some specific websites, according to a recent stat SEO Kung Fu - Mihai Gheza

send more traffic than google

just for some specific websites, according to a recent stat

2.8 But… Twitter’s tinyurls don’t pass PageRank. and you risk becoming… SEO Kung Fu - Mihai Gheza

Twitter’s tinyurls don’t pass PageRank.

and you risk becoming…

2.9 And eventually… what does social mean for a company? SEO Kung Fu - Mihai Gheza Screenshot from a cheap amateur Romanian TV show

what does social mean for a company?

3. Black Hat or the Left Hand Path SEO Kung Fu - Mihai Gheza

3.1 Techniques XSS Tattling Google insulation Copyright takedown notices Duplicate content Denial of service attack Click fraud Google Bowling Link Farming & Redirecting SEO Kung Fu - Mihai Gheza

XSS

Tattling

Google insulation

Copyright takedown notices

Duplicate content

Denial of service attack

Click fraud

Google Bowling

Link Farming & Redirecting

3.2 All are just harrasment and are possible due to an exploit in GoogleBot SEO Kung Fu - Mihai Gheza

due to an exploit in GoogleBot

3.3 The most dangerous (IMHO) Out of the 40some websites who entered the GPeC cotest (Romanian eCommerce Awards) more than half have an interesting “feature”: different URLs show the same product as long as you don’t change the ID mobila-online.ro/scaun-electric-REL-405-id553.html comenzipc.ro/laptop/cu-pedale-esprimo+mobile+v6535-cpc13756.html usbmania.ro/cadouri-usb/vibrator-pe-usb-pr-16147.html vexio.ro/apple/nu-ma-cumpara-ca-sunt-scump_P5504 sensis.ro/Sapun_NAOMIE_cosmetice_naturale-sau-nu.htm kadoly.ro/cadouri/cadou-lenjerie-kinky-p1273.html fanmusic.ro/Tudor-Gheorghe-Orgia-cu-taraf-Vol1-p-17330-p.html magazinultau.ro/lcd-tv-lg-porno-26lg3050-26-inch-hd-ready-p-57212.html ^ silly URLs in Romanian, available on the 28 th of March 2009 SEO Kung Fu - Mihai Gheza

Out of the 40some websites who entered the GPeC cotest (Romanian eCommerce Awards)

more than half have an interesting “feature”:

different URLs show the same product as long as you don’t change the ID

mobila-online.ro/scaun-electric-REL-405-id553.html

comenzipc.ro/laptop/cu-pedale-esprimo+mobile+v6535-cpc13756.html

usbmania.ro/cadouri-usb/vibrator-pe-usb-pr-16147.html

vexio.ro/apple/nu-ma-cumpara-ca-sunt-scump_P5504

sensis.ro/Sapun_NAOMIE_cosmetice_naturale-sau-nu.htm

kadoly.ro/cadouri/cadou-lenjerie-kinky-p1273.html

fanmusic.ro/Tudor-Gheorghe-Orgia-cu-taraf-Vol1-p-17330-p.html

magazinultau.ro/lcd-tv-lg-porno-26lg3050-26-inch-hd-ready-p-57212.html

^ silly URLs in Romanian, available on the 28 th of March 2009

3.4 Happens with bigger players also SEO Kung Fu - Mihai Gheza emag.ro/sisteme_operare2/windows-vista-is-a-catastrophy-buy-XP-instead--p66J-07148 eMag is currently the largest IT retailer in Romania

3.5 How can this hit me ? mystore.com/original-real-product-description-URL-with-ID-123.html mystore.com/non-existing-product-no-1-but-the-same-ID-123.html mystore.com/non-existing-product-no-2-but-the-same-ID-123.html mystore.com/non-existing-product-no-3-but-the-same-ID-123.html … mystore.com/non-existing-product-no-999999-but-the-same-ID-123.html Indexed on several SPLOGs -> Google thinks that you‘re trying to bring in traffic but you’re fooling your customers -> Google takes out all the links from SERPs Including your original product! SEO Kung Fu - Mihai Gheza

mystore.com/original-real-product-description-URL-with-ID-123.html

mystore.com/non-existing-product-no-1-but-the-same-ID-123.html

mystore.com/non-existing-product-no-2-but-the-same-ID-123.html

mystore.com/non-existing-product-no-3-but-the-same-ID-123.html

…

mystore.com/non-existing-product-no-999999-but-the-same-ID-123.html

Indexed on several SPLOGs ->

Google thinks that

you‘re trying to bring in traffic

but you’re fooling your customers ->

Google takes out all the links from SERPs

Including your original product!

3.6 How do I defend myself ? SEO Kung Fu - Mihai Gheza Proper 404 Header Response for non-existing URLs

3.7 Funny Harrasing (or not) Several random porn blogs with the snippet: <!-- START Google Analytics --> ... <script type=&quot;text/javascript&quot;> var pageTracker = _gat._getTracker(&quot; UA-COMPETITOR’S-CODE &quot;); ... Easily avoided with a domain filter in the Analytics Settings SEO Kung Fu - Mihai Gheza

Several random porn blogs with the snippet:

<!-- START Google Analytics --> ...

<script type=&quot;text/javascript&quot;> var pageTracker = _gat._getTracker(&quot; UA-COMPETITOR’S-CODE &quot;); ...

Easily avoided with a domain filter in the Analytics Settings

Grey Hat… There’s no such thing. Don’t toy around with this! SEO Kung Fu - Mihai Gheza

SEO DO or The Way of the SEO Samurai Proper On Site SEO Watch your stats referrers Place filters in Analytics Give 404s for non existing URLs Protect yourself from counterfeiters with copyscape.com Do research and organic link building and you will become a… SEO Kung Fu - Mihai Gheza

Proper On Site SEO

Watch your stats referrers

Place filters in Analytics

Give 404s for non existing URLs

Protect yourself from counterfeiters with copyscape.com

Do research and organic link building

and you will become a…

SEO Ninja SEO Kung Fu - Mihai Gheza

May the Force be with You! Mihai Gheza Creative Commons Attribution-Noncommercial-Share Alike 3.0 Unported License.