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Smx advanced 2011
Smx advanced 2011
Smx advanced 2011
Smx advanced 2011
Smx advanced 2011
Smx advanced 2011
Smx advanced 2011
Smx advanced 2011
Smx advanced 2011
Smx advanced 2011
Smx advanced 2011
Smx advanced 2011
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Smx advanced 2011

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Transcript

  • 1. SMX Advanced 2011 Update <br />
  • 2. Google Announcement<br />rel=“author”<br />Attributes article to correct author<br />Currently Intra-domain, Cross-domain coming<br />Continues Google’s progression of changing value attribution<br />On page -> Links (webmaster votes) -> Social shares (user votes) -> Social sharing profile -> Author profile<br />
  • 3. Schema.org<br />Joint project between Google, Bing, and Yahoo<br />Allows content to be marked up semantically<br />For structured data like addresses, events, reviews, books, etc. <br />Full list at http://schema.org/docs/full.html<br />Will replace RDFa and Microformats<br />Implement during rebuilds and new site builds<br />
  • 4. Facebook<br />Only 2% of Fans ever return to a page<br />Purpose of pages should be Likes, almost exclusively. <br />PageLever is a good tool for FB landing pages and analytics<br />Only 10% of your fans may see any update<br />How an update appears on the Newsfeed is determined by EdgeRank<br />EdgeRank: affinity score, time decay, and a baseline for type of content<br />Pics and videos are better than manual posts which are better than auto posts<br />Ask in posts for people to answer simple questions<br />Mobile defaults to most recent so time important posts<br />
  • 5.
  • 6. Facebook for SEO<br />Mostly affects Bing<br />Make sure FB pages have links back to site and CTA<br />To get the page to rank - links, brand mentions, likes<br />Mashable and TechCrunch have the best like/share buttons<br />All comments count (not quality of comments). Ask lots of questions.<br />Use on page implementations with faces where possible<br />
  • 7. Periodic Table of SEO<br />Survey of what factors affect SEO<br />Data was correlation not causation<br />Big controversy over Facebook shares, highly correlated, Google says not effect<br />Link hubs very strong correlation <br />Proximity to home pages has strong correlation<br />Number of AdSense blocks does not seem to have an effect<br />Unique links count far more than link counts<br />Not many other surprises<br />
  • 8.
  • 9. Google Survivor Tips<br />Google moving to social sharing and user behaviour signals<br />Survey users that come from SERPS to determine their intent<br />Page engagement matters, make pages that convert<br />SEOs need to become conversant with usability <br />Stay on topic on the site / page and be diverse off the page (links/social)<br />Focus on diverse anchor text to specific deep pages<br />
  • 10. Link Building on Steroids<br />Several good research tool recommendations<br />Start local. Reach out to bloggers. Sponsor local events. <br />Build trust when doing outreach. Publicize associations, as seen on, where we’ve been quoted.<br />Talk about exclusives. Exclusive data, events, news, news about ad breaking.<br />Use date embargoes for multiple sources<br />Focus on high value links and others will follow<br />Sell that we have the traffic and data. Eg 40-50% of bf traffic<br />Buy ppc ads on terms writers will be searching. Eg black Friday shopping trends.<br />
  • 11. Really Complicated SEO Infrastructure<br />Lots more about schema.org<br />Unintentional cloaking. By referring URL, happens through a/b testing<br />Really long redirect chains. Lead to link dilution and longer time to first byte<br />Just plain avoid IIS<br />Watch for IDS blocking Googlebot<br />… also attended a very in depth local session that will be useful when we develop Vancouver.com and other metro domains<br />
  • 12. More Info…<br />Come see me anytime <br />Coming soon – SEO 101<br />Breakout sessions / Lunch and Learns<br />SEO and Social<br />SEO Architecture<br />SEO for Content<br />

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