Luke Chapman
@DigiGrow / @s13_eisbaer
WHAT’S NEW?
• Hummingbird
• More penalties
• Guest Blogging Targeted
• Keywords (not provided)
• No more PageRank
HUMMINGBIRD
• Conversational queries
• Matches content based on synonyms
• Preparing for voice search?
Penguin 2012
Unnatural Links Manual Penalty 2013
The best place to
hide a dead body
is page 2 of Google
search results.
STEP #1
FIND ALL LINKS
• Google Webmaster Tools
• Open Site Explorer (Moz)
• Majestic SEO
• Link Detox
STEP #2
ASSESS ALL LINKS
• PPP = INSTANT REMOVE
• Low quality article sites = REMOVE
• Blog network = REMOVE
• Any doubts?...
STEP #3
ASK FOR REMOVAL
• Find contact info for sites
• Ask for link removal or “nofollow”
• Record details and dates in G...
STEP #4
DISAVOW LINKS
• Submit disavow list to Google
• Can take several weeks to take effect
STEP #5
RECONSIDERATION
REQUEST
• Explain your situation honestly
• Beg, plead, grovel, cry
• Wait…
STEP #6
TRY, TRY AGAIN
• Continue link clean-up
• Wait for disavow list to process
• Re-word reconsideration request
• Cro...
Automate
STEP #6
BUILD NEW LINKS
• Links that helped before are GONE
• Build new, QUALITY links to replace
• EARN links instead of ...
Building
Quality Links
in 2014
Guest Blogging
in 2014
• Subject line doesn’t warrant
opening
• Doesn’t address the recipient
by name
• Not personalised in any way
– they clearl...
LESSON #1
Contacting people
out of the blue and
asking for links
DOESN’T WORK…
…UNLESS
Guest Posting Tips
• Know your target – topic/style
• Address the person by name
• Provide a benefit to them & readers
(wr...
Here’s the best
kept secret to
building quality
links…
Create timeless content
It’s OK to link out!
Optimise
Existing
Rankings
• Rich Snippets
• Titles
• Descriptions
Search Marketing
Want to ensure
your marketing
efforts are as good
as they should be?
Do 1 Thing
Get an independent,
external audit every 12
months to find out where
you’re really going wrong.
What We Found
• One campaign targeting both search
and display networks.
• One ad displaying for many “broad
match” keywor...
What We Found
• Ad rotation settings
What We Found
• Broad and Phrase match causing
keyword overlap
• Bids poorly optimised
Results?
Before: Losing money on PPC ads
After: 300% ROI
Don’t Count On SEO
Penguin 2012
Unnatural Links Manual Penalty 2013
Redistribute Your Eggs
• AdWords/PPC advertising
• Re-targeting
• White label B2B partners
• Affiliate marketing
• Offline...
Luke Chapman
@DigiGrow / @s13_eisbaer
How to take advantage of Google changes in 2014
How to take advantage of Google changes in 2014
How to take advantage of Google changes in 2014
How to take advantage of Google changes in 2014
How to take advantage of Google changes in 2014
How to take advantage of Google changes in 2014
How to take advantage of Google changes in 2014
How to take advantage of Google changes in 2014
How to take advantage of Google changes in 2014
How to take advantage of Google changes in 2014
How to take advantage of Google changes in 2014
How to take advantage of Google changes in 2014
How to take advantage of Google changes in 2014
How to take advantage of Google changes in 2014
How to take advantage of Google changes in 2014
How to take advantage of Google changes in 2014
How to take advantage of Google changes in 2014
How to take advantage of Google changes in 2014
How to take advantage of Google changes in 2014
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How to take advantage of Google changes in 2014

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Google has introduced lots of changes in the last few months. This presentation will take you through the changes and how to take advantage of them. Protect yourself against future Google penalties, and know the RIGHT way to build links in 2014.

Love or Hate Matt Cutts? Everyone is entitled to their own opinion, and when you've been hit by a Google penalty it can be easy to hate, but it's usually for good reason.
Google is constantly making changes to try and deliver better search results to users. Sometimes these updates can have negative effects, but most of the time they do actually improve the search quality for people searching on Google.

Hummingbird - Google algorithm update has built a capability to understand conversational search queries much better than before. Ability to effectively address conversational queries and match content based on synonyms

Nothing has changed. If you have original, high-quality content, and you have high-quality and relevant websites linking to your own website, then your website is still going to rank well. If anything, your website's rankings will improve just as they should have after the Penguin and Panda updates rolled out.

Think about topics rather than keywords when considering content creation. What questions does the page answer? Are there synonyms for the topic that can be used on the page?
Hire qualified, capable people for both writing and SEO. Just because someone is good at SEO doesn't mean they can write copy that is clear and compelling, and most writers aren't trained to do SEO.

Not all sunshine and rainbows - plenty of people have been hit by penalties from previous "cheap" SEO efforts. Even if it was done 5 or 6 years ago, it can still hurt you NOW. So far I've removed 5 (out of 5) manual penalties. Hitting some big players now - Expedia, Interflora etc.

Penalties can mean lots of lost revenue - if you're not on page 1, nobody will find you.

PPP sites = Porn, pills or poker. Only keep quality sites - if in doubt, throw it out.

Keep a spreadsheet with all your link cleanup so you can submit this to Google with your reconsideration request.

Matt Cutts has announced war against poor quality guest blogging.

Slide 27 is the perfect example of how to get your request for a guest post IGNORED. It's clearly written by an outsourced SEO that hasn't bothered to read any content on my website.

What's in it for me? How would it benefit me/my readers? Where's the unique/useful/interesting angle? If the author had even bothered to look at my website, he would've seen that I already have a comprehensive guide on this topic.

Link building outreach - use personality e.g. the Doug DeMuro example. Much better cut through - remember it's a real person with a real personality that you're trying to connect with!

Read the rest at http://digitalgrowth.com.au/google-changes-2014-penalties-guest-blogging/

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  • So here’s how some people see Matt Cutts. Who thinks the guy on the left is Matt Cutts? What about the one on the right?Everyone’s entitled to their own opinion, and when you’ve been hit by a Google penalty it can be easy to hate, but it’s usually for good reason.Google is constantly making changes to try and deliver better search results to users. Sometimes these updates can have negative effects, but most of the time they do actually improve the search quality for people searching on Google.
  • Before I start ranting about penalties, let’s look at some changes from 2013/2014 so far.Hummingbird - Google algorithm update has built a capability to understand conversational search queries much better than before.
  • Hummingbird - Google’s new ability to effectively address conversational queries and match content based on synonymsNothing has changed. If you have original, high-quality content, and you have high-quality and relevant websites linking to your own website, then your website is still going to rank well. If anything, your website’s rankings will improve just as they should have after the Penguin and Panda updates rolled out.Think about topics rather than keywords when considering content creation. What questions does the page answer? Are there synonyms for the topic that can be used on the page?Hire qualified, capable peoplefor both writing and SEO. Just because someone is good at SEO doesn’t mean they can write copy that is clear and compelling, and most writers aren’t trained to do SEO.
  • Not all sunshine and rainbows – clients have been hit by a few penalties from previous “cheap” SEO efforts. Even if it was done 5 or 6 years ago, it can still hurt you NOW.5 manual penalties (all have been removed since)Penguin updatesI’ll go through how to remove common link penalties.Hitting some big players – Expedia, Interflora etc.
  • Penalties can mean lots of lost revenue – if you’re not on page 1, nobody will find you.
  • Due to cheap outsourced SEO from 5 years ago.Blog network. Article directories.More recently the same thing happened with 2 highly recommended SEO companies in Canada.
  • Porn, pills or poker is an instant no.Only keep quality sites – if in doubt, throw it out.
  • Matt Cutts has announced war against poor quality guest blogging.
  • This is the perfect example of how to get your request for a guest post IGNORED. It’s clearly written by an outsourced SEO that hasn’t bothered to read any content on my website. Furthermore, it was in response to a request for guest posts that specified the topic must be about an Australian travel destination, and the e-mail must include the topic/headline and the link that they will be using in the author bio. None of these were included, so it’s straight to the trash can.Why would I want content from someone that can’t write properly? Also, I don’t see what’s in it for me. How would it benefit my readers? How would it benefit me? If the author had even bothered to look at my website, he would’ve seen that I already have a comprehensive guide on car rental. All I see from this e-mail is that I’m going to get some crappy, irrelevant article and the guy will want a link back to his website. No thanks.Unfortunately I get these e-mails every single day.
  • Ryan Gosling. King of links.
  • The F355 also has a problem where the factory exhaust headers fail because they were made from some wimpy material that could only be devised by Italians. Probably glass. Replacements are $3,000 without labor, or roughly $1.4 billion when you factor in the work. And then there's an issue with the valve guides, which were made of bronze and routinely fail after a few years, or a few thousand miles, or if you look at them sternly.
  • Everyone says “create great content” but nobody does it. You need to create the BEST. Find what people are already linking to and make it BETTER. Choose subjects that aren’t time sensitive.
  • Any other company/place/site you mention, link to them. It’s a service to your users. Then CONTACT those people and let them know! They’ll mention it everywhere.
  • This client had beenusing Google AdWords for years. They had an external PPC manager for about 4 years (before I came to the job). The results were like a burger from McDonalds – average at best.If they were lucky, they’d break even but most months wereactually losing money. Any suggestions about new things they could try were usually met with “we tried that before and it didn’t work” (from the previous PPC manager).
  • We do this for SEO even though we have our own team. We also did it for SEM and found out how bad the situation was. The experts aren’t always experts.I’m not suggesting that you ditch your company every 12 months, but get someone from OUTSIDE to see the things that those close to the situation can’t see.
  • Upon closer inspection into the AdWords accounts, we discovered so many glaring problems. I’ll share them with you in the hope that you may find and be able to fix some of the same problems in your own accounts.-Search/display - ALWAYS want to treat campaigns separately and optimise accordingly.-one ad displaying for hundreds of keywords – can’t optimise well-7 different ads showing for one keyword, OR only one ad showing (nothing to test against)The amount you pay in the AdWords auction is based on your quality score. Quality score is acalculation of your historical CPC, landing page quality, and keyword relevancy.
  • Don’t let Google optimise for clicks.
  • Broad and phrase match causing keyword overlap (i.e. the same keywords appearing for multiple ad groups). Use negative keywords to counter.Bid optimisationWe are overbidding on some poor performing keywords and underbidding on potential money spinners.
  • It seems as though every week or two there’s a new post somewhere proclaiming the death of SEO.While SEO isn’t dead, it has certainly made some massive shifts over the last couple of years.
  • Google penalties are here to stay, and they’re making a big impact – in the last few months some big brands have felt the wrath of Google, including Expedia, Forbes, a number of newspapers, Hugo Boss and Interflora.
  • It was a real wake up call what can happen if you rely too heavily on organic Google traffic. What happens if you get hit again, hit harder, or (even worse) hit on your big money-making site?
  • Don’t put all your eggs in one basket. SEO is great, and it’s certainly not dead, but there are plenty of other great ways of diversifying where your customers come from.As an example, here are some other things we’ve either started doing, or put a renewed focus on. Many you may be able to apply to your own business, and some may spark other ideas.
  • How to take advantage of Google changes in 2014

    1. 1. Luke Chapman @DigiGrow / @s13_eisbaer
    2. 2. WHAT’S NEW? • Hummingbird • More penalties • Guest Blogging Targeted • Keywords (not provided) • No more PageRank
    3. 3. HUMMINGBIRD • Conversational queries • Matches content based on synonyms • Preparing for voice search?
    4. 4. Penguin 2012 Unnatural Links Manual Penalty 2013
    5. 5. The best place to hide a dead body is page 2 of Google search results.
    6. 6. STEP #1 FIND ALL LINKS • Google Webmaster Tools • Open Site Explorer (Moz) • Majestic SEO • Link Detox
    7. 7. STEP #2 ASSESS ALL LINKS • PPP = INSTANT REMOVE • Low quality article sites = REMOVE • Blog network = REMOVE • Any doubts? = REMOVE
    8. 8. STEP #3 ASK FOR REMOVAL • Find contact info for sites • Ask for link removal or “nofollow” • Record details and dates in Google Docs spreadsheet
    9. 9. STEP #4 DISAVOW LINKS • Submit disavow list to Google • Can take several weeks to take effect
    10. 10. STEP #5 RECONSIDERATION REQUEST • Explain your situation honestly • Beg, plead, grovel, cry • Wait…
    11. 11. STEP #6 TRY, TRY AGAIN • Continue link clean-up • Wait for disavow list to process • Re-word reconsideration request • Cross your fingers, toes, etc
    12. 12. Automate
    13. 13. STEP #6 BUILD NEW LINKS • Links that helped before are GONE • Build new, QUALITY links to replace • EARN links instead of “building”
    14. 14. Building Quality Links in 2014
    15. 15. Guest Blogging in 2014
    16. 16. • Subject line doesn’t warrant opening • Doesn’t address the recipient by name • Not personalised in any way – they clearly know nothing about the website Hi, I’m Ella!
    17. 17. LESSON #1 Contacting people out of the blue and asking for links DOESN’T WORK… …UNLESS
    18. 18. Guest Posting Tips • Know your target – topic/style • Address the person by name • Provide a benefit to them & readers (write something interesting) • Link out to other sites • Don’t link from an “Author Bio” • Don’t use spammy anchor text
    19. 19. Here’s the best kept secret to building quality links…
    20. 20. Create timeless content
    21. 21. It’s OK to link out!
    22. 22. Optimise Existing Rankings • Rich Snippets • Titles • Descriptions
    23. 23. Search Marketing
    24. 24. Want to ensure your marketing efforts are as good as they should be?
    25. 25. Do 1 Thing Get an independent, external audit every 12 months to find out where you’re really going wrong.
    26. 26. What We Found • One campaign targeting both search and display networks. • One ad displaying for many “broad match” keywords. • Too many or too few ads in a campaign. • WATCH YOUR QUALITY SCORE
    27. 27. What We Found • Ad rotation settings
    28. 28. What We Found • Broad and Phrase match causing keyword overlap • Bids poorly optimised
    29. 29. Results? Before: Losing money on PPC ads After: 300% ROI
    30. 30. Don’t Count On SEO
    31. 31. Penguin 2012 Unnatural Links Manual Penalty 2013
    32. 32. Redistribute Your Eggs • AdWords/PPC advertising • Re-targeting • White label B2B partners • Affiliate marketing • Offline advertising • E-mail marketing • Referral marketing • Public Relations/Media • Link building for traffic (not SEO) • Twitter outreach
    33. 33. Luke Chapman @DigiGrow / @s13_eisbaer
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