Advanced SEO StrategiesPenguin• The Over Optimisation Algorithm• 3% of queries affected• Aggressive anchor text• Unnatural link patterns/signals• Aggressive on page tactics • Keyword stuffing • Hidden text • Manipulative redirects • Cloaking • Manipulative Content
Advanced SEO StrategiesCombating Unnatural Links• Look for low quality follow links in your profile that pass weight and/or anchor text• Unnatural Links 1 – All links to be removed and reconsideration to be sent via Webmaster Tools• Unnatural Links 2 – Identify spam links, remove, apply reconsideration only if you have seen negative impact
Advanced SEO StrategiesIs this link manipulative?
Advanced SEO StrategiesUnnatural Links Hit• Rankings relying on low quality links will all drop• Most severe penalties hit with the first batch of messages• Removing links + Reconsideration is the only way to recover
Advanced SEO StrategiesSEO Changed• Low quality content is actively being penalised• Unnatural links are been devalued and causing penalties• Anchor text manipulation is being actively penalisedGoogle are getting better at detecting quality and removing spam
Advanced SEO StrategiesGoogle Webmaster Hangouts https://sites.google.com/site/we bmasterhelpforum/en/office- hours
Advanced SEO Strategies Locations Optimisation Video Optimisation Outreach Schema Content StrategyBlogging SEO Authorship Strategy Image Optimisation Technical SEO Social Google + Editorial Link Building
Advanced SEO StrategiesYour Strategy Has To Change!
Advanced SEO StrategiesCrafting the Perfect Link profile
Advanced SEO StrategiesLink strategyThe only way to future-proof your link strategy is to make links a naturalby-product of your normal marketing strategyAs you might expect, this isn’t easy. How many links does your marketingstrategy deliver every month at the moment?If you sit back and wait for links to arrive you won’t get enough to rank
Advanced SEO StrategiesRelationshipsMost agency/client link building relationships work like this Corporate Comms Linkbuilding Media Public Affairs Relations Agency Client PR Onsite Keyword SEO Strategy Optimisation Research Strategy Internal Blog Outreach Comms Other SEO Crisis Comms Social Media projects Client does some great stuff over here Agency does some other stuff over there
Advanced SEO StrategiesIt should work something like this Marketing Media Blog Social Crisis Internal PublicCorporate Comms SEO Relations Outreach Media Comms Comms Affairs SEO Links Links Links Keywords Links Links Links Training Technical Reputation SEO Management Every marketing task can be performed by the client or the agency – usually an agile agency will fill the gaps where the client doesn’t have in-house resource
Advanced SEO StrategiesBreaking Down A NicheExample – Film and movie bloggers:• Film news• Independent film• Horror• Action• Film reviews• Film makingA single generic approach simply wont cut it across all of these niches, weneed to tailor our outreach to each mini-niche
Advanced SEO StrategiesExamples• Bingo – Mummy Blogger Awards• Trailers from Cinema Chain• Expert opinion – financial spread betting• Data trends from diamond retailer• Backup Plugin for Wordpress
Advanced SEO StrategiesOur news strategy Base content around current events Comment and react to industry changes and news Incorporate your social activities into you content
Advanced SEO StrategiesDoesn’t matter if links are paid, it matters how they appear.
Advanced SEO StrategiesEditorial Discretion “I would draw a little bit of daylight between paid directories that exercise no editorial discretion and those like Yahoo, who have a high editorial threshold.” Matt Cutts - Feb 2012 We need to be focusing on building links that very few people can get, links that clearly show editorial discretion has taken place.
Advanced SEO StrategiesSharing Links• Good content always gets more shares than links• Social shares should be built at the same time as creating links• Links acquired should be shared If a piece of content doesn’t warrant a share, it doesn’t warrant a link
Advanced SEO StrategiesSummary• Bad links have to be removed• A natural link profile should be crafted• Link building should be a bi-product of wider marketing activity• Links acquired should have editorial value• Find something to leverage• Invest in the right tools
Advanced SEO StrategiesQuestionsemail@example.com://www.branded3.com/http://www.seowizz.net/@tim_grice