SUPPLEMENTAL HELL How to Fix “New” Indexing Issues e: rhea@outspokenmedia.com p: (904) 742-6477 t: @outspokenmedia | @Rhea...
<ul><li>CONTENT IS KING!  </li></ul><ul><li>But not all content is created equal… </li></ul><ul><li>Gets crawled equally… ...
<ul><li>“… low-quality content on some parts of a website can impact the whole site’s rankings , and thus removing low qua...
The Panda Update makes it easier to assess website quality. <ul><li>Amit Singhal on the Panda Update: </li></ul><ul><li>ht...
Panda Factors <ul><li>Trust </li></ul><ul><li>Authority </li></ul><ul><li>Factual </li></ul><ul><li>Shareable </li></ul><u...
What are Google’s Supplemental Results?  http://bit.ly/aaron-on-supplemental
 
high-quality content low-quality low-quality low-quality low-quality low-quality Main Index Supplemental Index
high-quality content low-quality low-quality low-quality low-quality low-quality low-quality Main Index Supplemental Index
Goldilocks & the 3 Indexing Situations Just right Under Indexed Over Indexed Harmony Missing potential opportunities You’r...
How do you know?
Symptom: Under Indexed <ul><li>Possible diagnosis:  </li></ul><ul><li>Content isn’t crawlable </li></ul><ul><li>Insufficie...
DIAGNOSIS 1:   Content Not Crawlable
 
Solution <ul><li>John Andrews on AJAX: </li></ul><ul><li>http://www.johnon.com/270/seo-for-ajax.html </li></ul>AJAX interf...
DIAGNOSIS 2: Insufficient Internal Linking home search click through 200+ paginated results 20 top results profiles
categories profiles tags home Footer: dynamic tag dynamic tag dynamic tag Footer: static tag #1 static tag #2 static tag #...
DIAGNOSIS 3:   Low-Quality Content You can’t polish a [noun]
Solution
DIAGNOSIS 4:   Out-Ranked for OWN Content
1) Cross Domain Rel=“Canonical” <ul><li>SEOmoz’s Whiteboard Friday, 5/5/11: </li></ul><ul><li>http://bit.ly/rand-on-canoni...
2) Snippets (“continue reading”)
3) Attribution with link to the original I’d rather have the post title as anchor text!
4) Optimize the cr*p out of it
5) Check your panda factors
Symptom: Over Indexed <ul><li>Possible diagnosis:  </li></ul><ul><li>Duplicate content </li></ul><ul><li>Not controlling t...
DIAGNOSIS 1:   Duplicate Content Content Management Systems
 
DIAGNOSIS 2:   Not Controlling the Bots
Start small,  start now.
SEO & OODA Loops SEOmoz’s Whiteboard Friday, 4/14/11: http://bit.ly/tom-on-gtd
THANK YOU <ul><li>[email_address] </li></ul><ul><li>@Rhea | @ outspokenmedia </li></ul><ul><li>http://outspokenmedia.com/b...
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Supplemental Hell - How to Fix "New" Indexing Issues

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Under and over indexing problems and the Panda update. Presented at SEOmoz meetup at PromediaCorp #moznyc on May 12, 2011.

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Supplemental Hell - How to Fix "New" Indexing Issues

  1. 1. SUPPLEMENTAL HELL How to Fix “New” Indexing Issues e: rhea@outspokenmedia.com p: (904) 742-6477 t: @outspokenmedia | @Rhea #moznyc
  2. 2. <ul><li>CONTENT IS KING! </li></ul><ul><li>But not all content is created equal… </li></ul><ul><li>Gets crawled equally… </li></ul><ul><li>Or gets indexed equally. </li></ul>
  3. 3. <ul><li>“… low-quality content on some parts of a website can impact the whole site’s rankings , and thus removing low quality pages, merging or improving the content of individual shallow pages into more useful pages, or moving low quality pages to a different domain could eventually help the rankings of your higher-quality content.” </li></ul><ul><li>- Amit Singhal, 5/6/11 </li></ul>
  4. 4. The Panda Update makes it easier to assess website quality. <ul><li>Amit Singhal on the Panda Update: </li></ul><ul><li>http://bit.ly/amit-on-panda </li></ul>Content -- for me to poop on!
  5. 5. Panda Factors <ul><li>Trust </li></ul><ul><li>Authority </li></ul><ul><li>Factual </li></ul><ul><li>Shareable </li></ul><ul><li>Media citations </li></ul><ul><li>Length </li></ul><ul><li>Complaints </li></ul>
  6. 6. What are Google’s Supplemental Results? http://bit.ly/aaron-on-supplemental
  7. 8. high-quality content low-quality low-quality low-quality low-quality low-quality Main Index Supplemental Index
  8. 9. high-quality content low-quality low-quality low-quality low-quality low-quality low-quality Main Index Supplemental Index
  9. 10. Goldilocks & the 3 Indexing Situations Just right Under Indexed Over Indexed Harmony Missing potential opportunities You’re your own worst enemy
  10. 11. How do you know?
  11. 12. Symptom: Under Indexed <ul><li>Possible diagnosis: </li></ul><ul><li>Content isn’t crawlable </li></ul><ul><li>Insufficient linking </li></ul><ul><li>Low-quality content </li></ul><ul><li>Not considered canonical </li></ul>
  12. 13. DIAGNOSIS 1: Content Not Crawlable
  13. 15. Solution <ul><li>John Andrews on AJAX: </li></ul><ul><li>http://www.johnon.com/270/seo-for-ajax.html </li></ul>AJAX interface added to homepage Realized image compression slowing things down w/40 images -reduced to 10 WebMonkey on Hash Bangs are Evil: http://bit.ly/hash-bangs-devil
  14. 16. DIAGNOSIS 2: Insufficient Internal Linking home search click through 200+ paginated results 20 top results profiles
  15. 17. categories profiles tags home Footer: dynamic tag dynamic tag dynamic tag Footer: static tag #1 static tag #2 static tag #3 Solution
  16. 18. DIAGNOSIS 3: Low-Quality Content You can’t polish a [noun]
  17. 19. Solution
  18. 20. DIAGNOSIS 4: Out-Ranked for OWN Content
  19. 21. 1) Cross Domain Rel=“Canonical” <ul><li>SEOmoz’s Whiteboard Friday, 5/5/11: </li></ul><ul><li>http://bit.ly/rand-on-canonical </li></ul>
  20. 22. 2) Snippets (“continue reading”)
  21. 23. 3) Attribution with link to the original I’d rather have the post title as anchor text!
  22. 24. 4) Optimize the cr*p out of it
  23. 25. 5) Check your panda factors
  24. 26. Symptom: Over Indexed <ul><li>Possible diagnosis: </li></ul><ul><li>Duplicate content </li></ul><ul><li>Not controlling the bots </li></ul>
  25. 27. DIAGNOSIS 1: Duplicate Content Content Management Systems
  26. 29. DIAGNOSIS 2: Not Controlling the Bots
  27. 30. Start small, start now.
  28. 31. SEO & OODA Loops SEOmoz’s Whiteboard Friday, 4/14/11: http://bit.ly/tom-on-gtd
  29. 32. THANK YOU <ul><li>[email_address] </li></ul><ul><li>@Rhea | @ outspokenmedia </li></ul><ul><li>http://outspokenmedia.com/blog/ </li></ul>

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