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Smx advanced 2011

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Round up for staff of S

Round up for staff of S

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  • 1. SMX Advanced 2011 Update
  • 2. Google Announcement
    rel=“author”
    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
  • 3. 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
  • 4. 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
  • 5.
  • 6. 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
  • 7. 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
  • 8.
  • 9. 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
  • 10. 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.
  • 11. 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
  • 12. More Info…
    Come see me anytime
    Coming soon – SEO 101
    Breakout sessions / Lunch and Learns
    SEO and Social
    SEO Architecture
    SEO for Content