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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.

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

  • 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/