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14 SEO Myths: BUSTED
 

14 SEO Myths: BUSTED

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    14 SEO Myths: BUSTED 14 SEO Myths: BUSTED Presentation Transcript

    • JANET DRISCOLL MILLER TAD MILLER @SEARCHMOJO SEARCH MOJO SEARCH-MOJO.COM 800.939.5938
    • Janet Driscoll Miller President and CEO, Search Mojo Follow on Twitter: @janetdmiller @searchmojo #mojowebinar Tad Miller, Vice President of Accounts, Search Mojo Follow on Twitter: @jstatad SEARCH-MOJO.COM
    • • Search engine marketing firm founded in 2005 – Search engine optimization (SEO) – Pay-per-click advertising management (PPC) – Social media advertising – Online reputation management • Headquartered in Charlottesville, VA – Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more @searchmojo #mojowebinar SEARCH-MOJO.COM
    • @searchmojo #mojowebinar SEARCH-MOJO.COM
    • “Just put all the keywords you want to rank for in the Meta Tag Keywords…” @searchmojo #mojowebinar SEARCH-MOJO.COM
    • • The <meta> tag provides metadata about the HTML document. • Example: – <meta name="keywords" content="b2b lead generation services, search engine marketing agency, search engine optimization agency"> @searchmojo #mojowebinar SEARCH-MOJO.COM
    • NOPE! @searchmojo #mojowebinar SEARCH-MOJO.COM
    • Passing PageRank Spiders Following a Link Treats the link like a vote of popularity on a subject (subject may partially be defined by anchor text) Spiders/search bots use links like a highway to find new content and index it @searchmojo #mojowebinar SEARCH-MOJO.COM
    • • Google – In general, we don't follow them. This means that Google does not transfer PageRank or anchor text across these links. • Bing – http://searchengineland.com/infographicnofollow-tag-172157 @searchmojo #mojowebinar SEARCH-MOJO.COM
    • “You want to be #1 on Google? All you have to do is spend a lot of money advertising on Google…” @searchmojo #mojowebinar SEARCH-MOJO.COM
    • • Natural search results are derived from an Algorithmic math formula factoring in at least 200 different factors about websites…none of which includes advertising spend @searchmojo #mojowebinar SEARCH-MOJO.COM
    • @searchmojo #mojowebinar SEARCH-MOJO.COM
    • • Penguin focused on linkspam • “Any links intended to manipulate PageRank or a site's ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines. This includes any behavior that manipulates links to your site.” @searchmojo #mojowebinar SEARCH-MOJO.COM
    • @searchmojo #mojowebinar SEARCH-MOJO.COM
    • “SEO is easy. If you want to rank #1 for “Crossover Vehicles”, just buy the domain: www.crossovervehicles.com and Voila! @searchmojo #mojowebinar SEARCH-MOJO.COM
    • • Then Google rolled out the Exact Match Domain Update • You no longer can get strong rankings solely based on your domain name. You have to fulfill the other ranking requirements too. @searchmojo #mojowebinar SEARCH-MOJO.COM
    • • Maybe not dead, just not as important as before. • Google’s guidelines re: link schemes – “Links with optimized anchor text in articles or press releases distributed on other sites.” • Google: If you are publishing a press release or an article on your site and distribute it through a wire or through an article site, you must make sure to nofollow the links if those links are “optimized anchor text.” • Pubcon 2013, Matt Cutts: – Press releases are considered “paid links” – Google just doesn’t count them – Press release anchor-text linking isn’t necessarily helping you today @searchmojo #mojowebinar SEARCH-MOJO.COM
    • • Messages from Google are cryptic. Make press release links “nofollow” and avoid anchor text optimization. @searchmojo #mojowebinar We don’t follow those links anyways because they are paid links. SEARCH-MOJO.COM
    • @searchmojo #mojowebinar SEARCH-MOJO.COM
    • Late July 2013 PubCon – Oct 2013 - During Q&A, Cutts discussed links from press release sites. He said Google identified the sites that were press release syndication sites and simply discounted them. He does stress that press release links weren’t penalized, because press release sites do have value for press and marketing reasons, but those links won’t pass PageRank. “Google has identified “a lot” of the top Press Release sites and ignores the links but doesn’t penalize those who are using them.” @searchmojo #mojowebinar SEARCHMOJO.COM SEARCH-MOJO.COM
    • • There are MILLIONS of press releases with links in them that have existed for years on MILLIONS of different sites • They aren’t going to require anyone to find every instance of these and find the locations of every reprint so that you can request the nofollow attribute on the link • Most press release distributors don’t even have an option to make links nofollow • The real burden is on the PR distribution service to make links nofollow on a going forward basis @searchmojo #mojowebinar SEARCHMOJO.COM SEARCH-MOJO.COM
    • • Expect a Google Power Play vs. Press Release Distributors. “Google has identified “a lot” of the top Press Release sites and ignores the links but doesn’t penalize those who are using them.” – Likely use of “User Generated Spam Penalties” that remove offending pages from the Google Index – Google will force nofollow on the Press Release distributors – Real benefit is in the distribution, not on the distributor site • Again, these are most likely going forward changes. Not retro-active punishments @searchmojo #mojowebinar SEARCHMOJO.COM SEARCH-MOJO.COM
    • “A true guest blogger is usually someone who is an expert on the subject matter and doesn’t drop a heavy amount of keywords in their anchor text.” “Guest blogging seems like it’s the fad of the month,” said Cutts, but he says it is best done in moderation. “It shouldn’t be your full-time job.” @searchmojo #mojowebinar SEARCH-MOJO.COM
    • • Facebook Shares are the biggest ranking factor… • Facebook Likes are a ranking factor • Social media follower counts can get you to the top • Google +1’s are ranking factor @searchmojo #mojowebinar SEARCH-MOJO.COM
    • @searchmojo #mojowebinar SEARCH-MOJO.COM
    • @searchmojo #mojowebinar SEARCH-MOJO.COM
    • ≠ @searchmojo #mojowebinar SEARCH-MOJO.COM
    • • Google does not use Facebook share data – in fact Facebook blocks access to that data Matt Says… • Google does not use Google +1 votes as a ranking factor: – “(I’m) Just trying to decide the politest way to debunk the idea that more Google +1s lead to higher Google web rankings.” @searchmojo #mojowebinar SEARCH-MOJO.COM
    • • Links on Facebook Fan or Company pages still count a little – Also open Personal Facebook pages with no privacy settings • Links on Social Channels without the nofollow attribute count – Sometimes third-party aggregator sites strip off the nofollow • Don’t expect a lot from these kind of links. They don’t scale into much. @searchmojo #mojowebinar SEARCH-MOJO.COM
    • • The default setting for Google signed-in users is “Search Plus Your World” • These results are heavily personalized on search history, location and the connections and content associated in Google Plus with +1 votes and G+ shares @searchmojo #mojowebinar SEARCH-MOJO.COM
    • @searchmojo #mojowebinar SEARCH-MOJO.COM
    • • AuthorRank vs. Authority – Authority = measure of importance on a subject – AuthorRank = type of algorithm adjustment Current: PageRank Coming: PageRank + AuthorRank PR 8 PR 8 + AR 10 PR 3 @searchmojo #mojowebinar PR 6 PR 3 PR 6 SEARCH-MOJO.COM
    • • Only 3.5% of Fortune 100 have adopted authorship • “Google is unable to use Authorship as a ranking signal if important authors aren’t participating.” – AJ Kohn @searchmojo #mojowebinar SEARCH-MOJO.COM
    • @searchmojo #mojowebinar SEARCHMOJO.COM SEARCH-MOJO.COM
    • • Site maps are more about giving search engines an efficient, clutter free path to look at your web pages • Benefits: – Deeper Indexing – More Frequent Indexing • Don’t assume your site is easy to crawl • Site Maps are not likely to improve rankings unless they allow a page to be found that search engines haven’t seen before @searchmojo #mojowebinar SEARCHMOJO.COM SEARCH-MOJO.COM
    • • What is schema (aka structured markup)? – Added information in your HTML – Helps search engines understand the type of content (think context) • “Marking up your data for rich snippets won't affect your page's ranking in search results, and Google doesn’t guarantee to use your markup.” @searchmojo #mojowebinar SEARCH-MOJO.COM
    • • “…new engine built on both existing and new parts, organized in a way to especially serve the search demands of today” • Affects 90% of all searches • The search demands of today are mobile style conversational searches – “What is the best place to eat hamburgers in Charlottesville” – “When does Big Head Todd and the Monsters play Charlottesville” @searchmojo #mojowebinar SEARCHMOJO.COM SEARCH-MOJO.COM
    • • Google Announced the Algorithm update on September 26, but it was actually rolled out on August 20 • We can’t tell that a single ranking from our clients was impacted at all • So much press, so much discussion, so much supposition… @searchmojo #mojowebinar SEARCHMOJO.COM SEARCH-MOJO.COM
    • • Google needed a better way to understand the conversational queries • “Siri-like” voice queries that are longer • Better understanding of natural language & synonyms • Improved Query Processing • It doesn’t really change what you should do @searchmojo #mojowebinar SEARCHMOJO.COM SEARCH-MOJO.COM
    • • Inbound links – Press releases – Spammy sites • Greater emphasis on content – Authorship • Greater emphasis on social – Google+ • SEO has become more holistic @searchmojo #mojowebinar SEARCH-MOJO.COM
    • Contact Search Mojo: Sean McCusty 800-939-5938 ext. 116 smccusty@search-mojo.com @searchmojo #mojowebinar SEARCH-MOJO.COM
    • 10 Killer Hacks for Remarketing Success November 21, 2013 2:00 p.m. ET Sarah Wyland Account Manager Search Mojo Scott Garrett Account Manager Search Mojo Register today at www.search-mojo.com/remarketing @searchmojo #mojowebinar SEARCH-MOJO.COM
    • Janet Driscoll Miller Twitter: @janetdmiller Google+: +Janet Driscoll Miller Tad Miller Twitter: @jstatad Google+: +Tad Miller Google+: +Search Mojo Twitter: @SearchMojo Facebook: facebook.com/searchmojo @searchmojo #mojowebinar SEARCH-MOJO.COM