SEO Best Practices After Panda

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A 2011 presentation from Domainfest By Richard Baxter: SEO Best Practices After Panda

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SEO Best Practices After Panda

  1. 1. HOW I THINK ABOUT SEO Richard Baxter SEOgadget.co.uk
  2. 2. ............................................................................................................................................................................................... This is how search used to look
  3. 3. ...............................................................................................................................................................................................
  4. 4. ............................................................................................................................................................................................... It’s changed. A lot!
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  9. 9. ............................................................................................................................................................................................... Know your ecosystem. Organic search covers less than 25% of the visible search result – understanding the makeup of the search results you’re targeting will help you win.
  10. 10. ............................................................................................................................................................................................... SOCIAL ANNOTATIONS
  11. 11. ............................................................................................................................................................................................... REL=AUTHOR Potential impact on CTR? Yoast has a great piece for those using Wordpress here: http://yoast.com/wordpress-rel-author-rel-me/ and this one’s good too: http://anthonyvbrunetti.com/marketing/google-rel-author-infographic-how-to-implement/
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  13. 13. ............................................................................................................................................................................................... GOOGLE+ A PRIMARY SEARCH CONNECTOR?
  14. 14. ............................................................................................................................................................................................... FRESHNESS UPDATE This is what a fresh result looks like – here’s how to find quick wins for freshness:
  15. 15. ............................................................................................................................................................................................... IS FRESHNESS IN MY SERPS? What are the rising searches in Google Insights? Are there fresh results for those queries?
  16. 16. SEARCH ENGINE RANKING FACTORS SEOgadget.co.uk
  17. 17. ............................................................................................................................................................................................... LARGE # OF INBOUND LINKS FROM EXTERNAL SOURCES The more diverse the sources of inbound links, the greater the correlation with higher rankings.
  18. 18. ............................................................................................................................................................................................... HOW CAN I MEASURE THAT?! Opensiteexplorer.org is a great tool to find out who is linking to you!
  19. 19. ............................................................................................................................................................................................... PAGE LEVEL FACTORS Document title Social media activity? Relevant body copy Image filename and alt attribute “Classic” page level ranking factors, such as document title, <title> element in the meta code and relevant body copy are still strong ranking factors – but there’s a new guy in town…
  20. 20. ............................................................................................................................................................................................... SOCIAL SIGNALS IN RANKINGS http://sharedcount.com/ Bing and Google have said publicly they use Twitter and Facebook for rankings: and SEOmoz’s correlation data suggests they’re telling the truth. Track your social activity with PostRank analytics, learn what works in your social networks.
  21. 21. ............................................................................................................................................................................................... HOW CAN I MEASURE THAT?
  22. 22. ............................................................................................................................................................................................... TOPSY’S SOCIAL ANALYTICS Check out http://analytics.topsy.com/?q=bowel%20cancer – compare upto 3 queries
  23. 23. ............................................................................................................................................................................................... OUR UNDERSTANDING OF THE ALGORITHM 2011 132 SEO professionals were invited to take part in the 2011 SEOmoz Search Engine Ranking Factors survey. Check out the report at this URL.
  24. 24. Site Quality Panda: an algorithm change to help assess the quality of a site
  25. 25. ............................................................................................................................................................................................... THE MINDSET OF A GOOGLE IR SPECIALIST Amit Singhal Google Fellow Google released more guidance on building high quality sites on May 6th. The post contained 20+ questions you might ask yourself about a site to “get into the mind-set of a Google engineer”
  26. 26. ............................................................................................................................................................................................... INNOCENT BYSTANDERS WERE HURT • High % of duplicate content • Very thin / boiler plate content • Large volumes of very similar content • Many “redundant” pages • Advertising in visible area Q: Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations? Use this custom search engine to search from a list of known sites to have been impacted in the US Panda update – what traits do they share?
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  29. 29. ............................................................................................................................................................................................... WOULD YOU TRUST THIS WEBSITE AS AN EXPERT SOURCE OF INFORMATION? After going through the website I feel that this website is a trusted one. More over it has over 27,000 Facebook likes and has presence in six countries. I would definitely trust this website as an expert source of information. YES NO “I won't trust this website as an expert source of information because it doesn't seem like a genuine and professional e-commerce site, dealing with electronic as well as other products. The site looks pretty ordinary and the content quality is average.” A simple mechanical Turk test… Check out: http://seogadget.co.uk/high-quality-web-sites-the-newgoogle-ranking-factor/ also check out 5 second test: http://fivesecondtest.com/
  30. 30. ............................................................................................................................................................................................... CTR (CLICK THROUGH RATE) IN SEARCH “….using click and visit data to rank results is a very reasonable and logical thing to do, and ignoring the data would have been silly.” Edmond Lau, former Google Engineer Google have never admitted they use CTR as a ranking signal, but they do factor site speed into their algorithm. Bing confirmed they use CTR at “Ask the search engines, SMX East”
  31. 31. SEO BEST PRACTICES SEOgadget.co.uk Photo by: Gregg Knapp
  32. 32. ............................................................................................................................................................................................... Page Rank POOR INTERNAL LINK STRUCTURE Homepage 1/10 1/100 1/1000 1/10000 1/100000 Too many “levels” between the homepage and your deepest layer of content is not good for long tail SEO. Your deepest pages get starved of PageRank, and may not appear visibly for search engine queries.
  33. 33. ............................................................................................................................................................................................... INCREASE THE # OF LINKS PER PAGE 0 1 2 3 By increasing the number of links on each page (in a meaningful, usable way), you can reduce the number of levels between the homepage and your deepest content. This can positively influence your long tail SEO traffic
  34. 34. ............................................................................................................................................................................................... INTERNAL LINK STRUCTURE Improving your internal link structure can be great for users, too. Think about what they might be looking for when they hit your page. What are the most popular routes users take from your page, where do they click? Search engines love internal links
  35. 35. ............................................................................................................................................................................................... CRUK INTERNAL REDIRECTS http://cancerhelp.cancerresearchuk.org/type/bowel-cancer/about/the-bowel Some PageRank Decay 301 A lot of PageRank Decay http://cancerhelp.cancerresearchuk.org/type/bowel-cancer/ssLINK/the-bowel The platform relies on internal “ssNODElink” redirects. These redirects “decay” the flow of internal PageRank making pages less likely to rank well.
  36. 36. ............................................................................................................................................................................................... EXCESSIVE DUPLICATION OF CONTENT PRINT PAGES, ACCESSIBILITY AND SEARCH RESULTS Check out this pagination guide: Best Practices for SEO & User Experience (SEOmoz), be careful with rel=“canonical” and use noindex, avoid robots.txt if you can
  37. 37. ............................................................................................................................................................................................... THIN INTERNAL PAGES / NO CONTENT / BOILERPLATE CONTENT Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?
  38. 38. ............................................................................................................................................................................................... LEGACY DOMAIN MIGRATION MOP-UP Total Errors – cancerhelp.org.uk Legacy Site 50000 45000 40000 35000 30000 25000 20000 Series1 Redirects 15000 10000 5000 0 Restricted By Robots Not Found HTTP Unreachable New Site Some redirect errors exist from the legacy site migration. This is easy to mop up and will benefit SEO as a result.
  39. 39. ............................................................................................................................................................................................... THE OUTPUT We’ve issued technical recommendations ready for the digital and IS team to implement
  40. 40. ............................................................................................................................................................................................... Link worthy content
  41. 41. ............................................................................................................................................................................................... GREAT CONTENT FOR SOCIAL AND LINKS 10,800 mentions in 24 hours, 201 links to the client, mentions in high authority tech blogs all over the world. Tweets from smashing magazine, 1000’s of RT’s and 1000’s of likes.
  42. 42. ............................................................................................................................................................................................... GREAT CONTENT FOR LINKS 695 links, 1000+ tweets, 1000+ Facebook Shares
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  45. 45. ............................................................................................................................................................................................... Highly authoritative content
  46. 46. ............................................................................................................................................................................................... What’s the very best resource I can create for my visitors?
  47. 47. ............................................................................................................................................................................................... UNDERSTAND POOR VS GREAT CONTENT Satisfies basic requirements Written by a human – not auto generated More than 150 words Very few or no spelling errors Remarkable, insightful content that adds a unique viewpoint Produced by extraordinary writers/designers/producers May leverage video, audio, graphics & photos to convey a unique, shareable experience Detailed, rich and oft linked to Great content is a key principle of inbound marketing. This article: Inbound Marketing & the Next Phase of Marketing on the Web is a must read.
  48. 48. ............................................................................................................................................................................................... APPROPRIATE SOCIAL INTEGRATION 4000 3500 3000 2500 2000 1500 1000 Visits 500 0 Learning where your traffic comes from via top referrers in Google Analytics is an important first step towards understanding how best to use social network sites submit / share buttons.
  49. 49. ............................................................................................................................................................................................... Opportunity Great search engine optimisation strategy starts with an understanding of how users search. Let’s prioritise opportunity. Meet 4.6 million searchers per year:
  50. 50. breast cancer skin cancer prostate cancer bowel cancer bowel cancer symptoms ovarian cancer lung cancer cervical cancer leukemia ovarian cancer symptoms prostate cancer symptoms cervical cancer symptoms melanoma pancreatic cancer breast cancer symptoms stomach cancer brain tumour lung cancer symptoms liver cancer mouth cancer bone cancer stomach cancer symptoms symptoms of cervical cancer brain tumour symptoms symptoms of bowel cancer pancreatic cancer symptoms skin cancer symptoms kidney cancer malignant melanoma mouth cancer symptoms symptoms of brain tumour bone cancer symptoms symptoms of bowel cancer in women melanoma pictures bowel cancer symptoms in women liver cancer symptoms symptoms of a brain tumour signs of cervical cancer cervical cancer jab kidney cancer symptoms womb cancer bowel cancer prognosis hodgkins lymphoma melanoma symptoms non hodgkins lymphoma cervical cancer vaccine leukemia research bowel cancer symptoms in men signs of bowel cancer cervical cancer screening womb cancer symptoms what is cervical cancer ............................................................................................................................................................................................... 35000 1 30000 20000 16 10000 5000 50% 6 25000 11 Sum of Local Monthly Searches 15000 Sum of Entries 21 Sum of ranking 26 0 This chart represents 50 highly searched for disease and symptom terms in the UK. “Local monthly searches” were conducted in August 2011. Rankings were taken on 19/09/2011.
  51. 51. ............................................................................................................................................................................................... GOOGLE KEYWORD TOOL
  52. 52. THANK YOU Richard Baxter, Founder, SEOgadget Twitter: @richardbaxter Blog: seogadget.co.uk Email: richard@seogadget.co.uk

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