Set It and Forget It SEO by Russ Jones, Virante, Inc.
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Set It and Forget It SEO by Russ Jones, Virante, Inc.

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Set It and Forget It SEO - Several unique search engine optimization techniques including Second Page Poaching, Real Time Referrer Indexing, Canonical Detection and Repair, and Predictive 404 ...

Set It and Forget It SEO - Several unique search engine optimization techniques including Second Page Poaching, Real Time Referrer Indexing, Canonical Detection and Repair, and Predictive 404 Resolution

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Set It and Forget It SEO by Russ Jones, Virante, Inc. Set It and Forget It SEO by Russ Jones, Virante, Inc. Presentation Transcript

  • Russ Jones, CTO, Virante, Inc
  • About Virante, Inc. and Me
    • Research & Data Driven Search Marketing Company in RTP
    • In business since 2001
    • 23 Strong and Growing
    Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com
  • The King of Infomercials
    Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com
  • The ROI of On Site Optimization
    Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com
  • The Goal
    • Self Optimizing
    • Self Healing
    • Self Repairing Websites
    • So You Can Write Content
    • And Hustle for Links instead.
    Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com
  • Self Optimizing
    • Second Page Poaching
    • Sooooo last year, but wait…
    There’s
    More!
    Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com
  • Second Page Poaching
    • Highest RoI Movement
    • Non-Competitive Placement
    Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com
  • Second Page Poaching
    • Simple to Automate
    • Record All Pages & Keywords that Rank on Page 2 Using Google Referrers (google.com/?q=keyword&start=10)
    • Distribute Links Across Site to Flow PR to Those Pages
    Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com
  • Second Page Poaching
    May cause your website to explode…
    http://t1ny.us/pzy2k
    Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com
  • Real-Time Referrer Indexing
    Making the most of the links you already have.
    What percentage of the pages that link to you are actually indexed by Google?
    Since your link was added to the page?
    Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com
  • Real-Time Referrer Indexing
    Making the most of the links you already have.
    • Over 10,000 Referring Pages with Followed Links
    • 500+ Never Indexed by Google
    • Tons of link juice waiting to be squeezed out.
    Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com
  • Real-Time Referrer Indexing
    Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com
  • Real-Time Referrer Indexing
    Will likely melt your processor, seriously, bug test before you go live.
    http://t1ny.us/iiy6o
    Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com
  • Self Healing
    • Catch Canonicals BeforeThey Kill!
    • Fix Fat Fingered 404s on theFly!
    Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com
  • Canonical Issue Detection & Repair
    The problem…
    • How do I find and remove potential canonical issues before they are found by the search engines?
    • Somebody just linked to my page but added a ? At the end…
    Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com
  • Canonical Issue Detection & Repair
    A little digression
    • String Similarity Measurements
    • Levenshtein Distance: minimum number of edits needed to transform one string into the other, with the allowable edit operations being insertion, deletion, or substitution of a single character
    • Eg: russ to best has an LD of 3 (replace r with b, u with e, and the last s with t)
    • Rand to best has an LD of 4. Meaning russ is closer to best than Rand. Just sayin.
    Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com
  • Canonical Issue Detection & Repair
    XML Sitemaps Are Your Friend…
    Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com
  • Canonical Issue Detection & Repair
    Server may find you in a dark alley, ask you uncomfortable questions about your decision to not test this code before running…
    http://t1ny.us/uj0tk
    Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com
  • PageRank Recovery on the Fly
    Fixing Fat Fingered 404s Fantastically
    • Someone linked to my page but spelled it wrong. Do I really have to find all of these one by one and contact the webmaster to change the link or, even worse, update my .htaccess file to redirect them? Don’t you have a solution that lets me spend my day in a snuggie while drinking 5 hour energy? Oooh, look, Facts of Life is on.
    Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com
  • PageRank Recovery on the Fly
    Shooting myself in the foot, time and time again
    • Finds 404 pages with MozRank and helps you build an HTACCESS file to 301 redirect them.
    • Reactive.
    Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com
  • PageRank Recovery on the Fly
    Fixing Fat Fingered 404s Fantastically
    Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com
  • PageRank Recovery on the Fly
    No Sitemap, Eh?
    • Got a database of pages, like Wordpresswp_posts table?Simple, just grab the URLs from this table rather than using your sitemap.
    • Got flat files? Try mod_spelinghttp://httpd.apache.org/docs/1.3/mod/mod_speling.html
    • Got Windows IIS? On your own.
    Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com
  • PageRank Recovery on the Fly
    These Actually Work, Mostly
    • Wordpress Plugin: http://t1ny.us/ybh31
    • Drupal Plugin: Brian Gilley,http://www.socialseo.com
    • PHP code: http://t1ny.us/eid23
    Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com
  • Contact, Questions, etc.
    • Twitter: @rjonesx
    • Blog: thegooglecache.com
    • Website: www.virante.com
    • People You Should Meet:
    • JennSumme: SEO Manager and Head of Virante Link BuildingJacob Bohall: Director of Business Development
    Russ Jones, CTO, Virante, Inc.@rjonesx :: rjones@virante.com