Your SlideShare is downloading. ×
Ryan jones Pubcon 2013 sustainableSEO
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Ryan jones Pubcon 2013 sustainableSEO

830

Published on

Sustainable SEO slides from pubcon 2013 by Ryan Jones.

Sustainable SEO slides from pubcon 2013 by Ryan Jones.

Published in: Marketing, Technology, Design
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
830
On Slideshare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
4
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Sustainable SEO Manager, SEO & Analytics – SapientNitro www.RyanMJones.com
  • 2. How can we keep up with the ever-changing SEO algorithms? “We make over 500 changes to our algorithms [each] year” - Matt Cutts 2 @RyanJones
  • 3. A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be. - Wayne Gretzky 3 @RyanJones
  • 4. Good SEOs get hit by algorithm updates @RyanJones 4
  • 5. Great SEOs benefit from algorithm changes @RyanJones 5
  • 6. So How Can We Avoid Search Engine Penalties? @RyanJones
  • 7. First Question: Is It Really A Penalty? “…I do not think it means what you think it means.” - Inigo Montoya @RyanJones 7
  • 8. We need to change how we think about SEO tactics Note: for tips on thinking like a Googler and understanding the algorithm, come to my algoproofing session at 2:30. This room 8 @RyanJones
  • 9. Let’s Talk About Hummingbird Hummingbird Changes The Algorithm Focus OLD: Show most popular results that actually contain “keyword” NEW: Show the most useful and popular results for “what the user means” @RyanJones 9 Source: soyunhamster.deviantart.com
  • 10. Focus on why, forget about what “… but WHY is the rum gone?” - Jack Sparrow @RyanJones 10
  • 11. Some Tactics We Ruined: Focusing on the tactic instead of the reason is NOT sustainable
  • 12. Tactic: Directories What Search Engines Said: Get Links From Relevant Directories Sustainable Approach: Get links from places that actually send visitors. Note: Go Tigers! Sorry Oakland @RyanJones 12
  • 13. Tactic: Press Releases What Search Engines Said: Press releases can be a good source of links. Sustainable Approach: Do something newsworthy. Reporters will come to you. Write releases to help reporters @RyanJones 13
  • 14. Tactic: Link Exchanges What Search Engines Said: Links are like citations. Sites with the most must be the best. Sustainable Approach: Partner with the other websites your customers actually visit. @RyanJones 14
  • 15. Some Tactics We’re About To Ruin: Things that may soon be de-valued:
  • 16. Tactic: Infographics Infographics Started out as: Relevant, Highly engaging, interesting content. But Then… We got crazy. Off topic links, irrelevant topics, “embed code” abuse. Sustainable Approach: Relevant, Useful, & On-Topic won’t be penalized – regardless of what format you use. E.G. the fact that it’s an infographic is irrelevant. @RyanJones Source: XKCD.com 16
  • 17. Tactic: Guest Posts “Free” isn’t always good. What’s In It For Me? Offer value to the website. Why should their readers want to hear from YOU? Is it a quality publication with editorial standards? If so, you’ll be fine. @RyanJones 17
  • 18. Tactic: Widgets Not Shady: A twitter widget with links back to twitter to do more actions. Shady: A Hit counter that contains a “get a payday loan while playing poker online” link Ask: Will users of this widget get any value out of this link? Is the site owner vouching for this link? Are they aware? @RyanJones 18
  • 19. Tactic: PageRank Black Holes Stop Doing This Hording pagerank/visitors isn’t natural. It’s ok to link out to useful sites. They may even link back. Tips: If you’re writing about a news story or another site, LINK TO THAT SITE. If you’re not, then link to my sites. @RyanJones 19
  • 20. How Do We Measure Sustainable (without keywords)? Sustainable Link Building Metrics • Don’t measure number of links. • Measure unique referring domains. Sustainable Content Metrics • Compare search impressions to new content. Measure At the Page & Topic level • Conversion • Bounce / Engagement @RyanJones 20
  • 21. Tips For Surviving Algorithm Changes • Don’t chase algorithms, chase the reasons for the algorithms. • Understand why the algorithm changes were made • Focus less on ranking factors and more on why they are factors. • Be a Brand. Do what brands do. Build Quality, Trust, Authority. Goal: If your site isn’t ranking, customers should think that Google is broken. • Don’t Ask: “how do I rank for ___” Ask: “What do people searching ___ want to see?” @RyanJones 21
  • 22. @RyanJones Manager, SEO & Analytics www.RyanMJones.com SapientNitro © 2013 SAPIENT CORPORATION | CONFIDENTIAL

×