Supplemental Hell - How to Fix "New" Indexing Issues

SUPPLEMENTAL HELL How to Fix “New” Indexing Issues e: rhea@outspokenmedia.com p: (904) 742-6477 t: @outspokenmedia | @Rhea #moznyc

CONTENT IS KING!
But not all content is created equal…
Gets crawled equally…
Or gets indexed equally.

“… 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.”
- Amit Singhal, 5/6/11

The Panda Update makes it easier to assess website quality.
Amit Singhal on the Panda Update:
http://bit.ly/amit-on-panda
Content -- for me to poop on!

Panda Factors
Trust
Authority
Factual
Shareable
Media citations
Length
Complaints

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’re your own worst enemy

How do you know?

Symptom: Under Indexed
Possible diagnosis:
Content isn’t crawlable
Insufficient linking
Low-quality content
Not considered canonical

DIAGNOSIS 1: Content Not Crawlable

Solution
John Andrews on AJAX:
http://www.johnon.com/270/seo-for-ajax.html
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

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 #3 Solution

DIAGNOSIS 3: Low-Quality Content You can’t polish a [noun]

Solution

DIAGNOSIS 4: Out-Ranked for OWN Content

1) Cross Domain Rel=“Canonical”
SEOmoz’s Whiteboard Friday, 5/5/11:
http://bit.ly/rand-on-canonical

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
Possible diagnosis:
Duplicate content
Not controlling the bots

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
[email_address]
@Rhea | @ outspokenmedia
http://outspokenmedia.com/blog/

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Supplemental Hell - How to Fix "New" Indexing Issues

by Rhea Drysdale on May 12, 2011

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Supplemental Hell - How to Fix "New" Indexing Issues — Presentation Transcript