Jones ryan sustainableseo

@RyanJones Manager – SEO Analytics SapientNitro www.SapientNitro.com www.RyanMJones.comSustainable SEOPubcon Las Vegas 2012Slides Online at www.RyanMJones.com 1 @RyanJones

“ What Is Sustainable SEO?” 2 @RyanJones

The Google Penalty Algorithm Photoshop credit: Kevin Madden• Farmer• Panda• Ads Above Fold• Link Networks• Parked Domains• Over Optimization?• Penguin• Exact Match DomainsRT @RyanJones It’s time we stop thinkingabout algorithm updates as “penalties” andask how we can benefit from them. Google makes over 350 changes to their algorithm EACH YEAR! 3 @RyanJones

“ Algorithm Chasing Isn’t Sustainable SEO” Photoshop credit: Kevin Madden 4 @RyanJones

Good SEOs get hit by Algorithm Changes. Great SEOs benefit from them. Algorithm ChangeRT @RyanJones Good SEOs get hit by Google algorithmchanges. Great SEOs benefit from them. 5 @RyanJones

“A good hockey player plays where the puck is.A great hockey player plays where the puck isgoing to be. – Wayne Gretzky 6 @RyanJones

“Good SEOs optimize for Google today. GreatSEOs optimize for Google of the future. – @RyanJones 7 @RyanJones

“So What will the Google of the future actually look like?” 8 @RyanJones

“The Future of Search Is Verbs” - Bill Gates Searchers want to accomplish a task. Google rewards sites that help searchers do something. Does your site help users accomplish a task?RT @RyanJones It doesn’t matter how many links youhave if your site is crap. 9 @RyanJones

Don’t Ask: Do Ask: “How Can I Rank For “What does somebody ___?” searching ___ want?”You’re Doing It Wrong 10 @RyanJones

Stop Chasing The Algorithm. Start Chasing Visitors!RT @RyanJones “Make decisions based on visitors and KPIs, NOT algorithm changes. 11 @RyanJones

Focus On The UserGoogle’s efforts are focused on the user.So why are your efforts focused on Google? 12 @RyanJones

YOU Aren’t the Typical Google UserReminder: We (Marketers) are NOT Google’s main customer.Most Google Searchers have NEVER heard of:• Link Wheels• Paid Links• Xrumer/Scrapebox• Link Directories• Content Scraping• Black Hat or Negative SEO And they don’t care about. They care about QUALITY. 13 @RyanJones

This Is a Typical Google SearcherMaybe your cat stares because you keep winking at it? 14 @RyanJones

“Jones, you’re full of shit. You soundlike a Google PR person. I have great content and my site doesn’t rank. - Somebody At The Breeze Bar Tonight 15 @RyanJones

Make Your Site UniqueVital. Useful. Relevant. Not Relevant. Spam. Source: Leaked Google Quality Rater GuidelinesRT @RyanJones Google isn’t biasedtoward brands, customers are. 16 @RyanJones

Differentiate & Add Value. Quality is Sustainable.HOW? Be that Vital resultFreshnessBetter User Experience If people don’t find yourBetter Content site when they search,Most Popular they should think thatSchema.org search is broken.Rel=authorUnique Content 17 @RyanJones

How Do You Measure Quality?• Bounce Rate• Time On Site• Conversion Metrics (KPIs, LFAs, Revenue)• Referring sites • Do people click those links you’re building? 18 @RyanJones

A Quick Example and A Quick Rant 19 @RyanJones

Practice Sustainable Linking PracticesInternal Link Structure: Bad: The Apple way: www.company.com/2012/widgets/ www.apple.com/ipad/ www.company.com/2013/widgets/External Links:If the link isn’t sending traffic, it’s not sustainable. 20 @RyanJones

Quit Blaming Your Suck On Panda/Penguin/Google 3.1% Percent of Queries Affected By PenguinSource: seroundtable.com survey Source: Google 21 @RyanJones

@RyanJones Manager – SEO Analytics SapientNitro www.SapientNitro.com www.RyanMJones.comTHANK YOUPubcon Las Vegas 2012Slides Online at www.RyanMJones.com 22 @RyanJones

Jones ryan sustainableseo

by Ryan Jones on Oct 17, 2012

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