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Smx advanced 2011

Smx advanced 2011



Company review

Company review



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    Smx advanced 2011 Smx advanced 2011 Presentation Transcript

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