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Web123 JCPenney's SEO No Go-What Went Wrong

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  • 1. JCPenney’s SEO No Go: What Went Wrong and What You Need to Do Thank you for joining us! We will begin at: 11:00 am PST 12:00 pm MTN 1:00 pm CST 2:00 pm EST@Webmarketing123#wm123
  • 2. Topics for Today’s SEO Webinar• SEO Fundamentals• JCPenney’s SEO Saga• What Went Wrong• Link-Building Best Practices #wm123
  • 3. Topics for Today’s SEO Webinar• SEO Fundamentals• JCPenney’s SEO Saga• What Went Wrong• Link-Building Best Practices #wm123 @bradleywjoe
  • 4. SEO Fundamentals - The 6 Pillars Site Meta Content InboundKeywords URL’s Content Content Siloing Links Successful SEO Campaign #wm123 @bradleywjoe
  • 5. Why Links Are Important• They make up about 50% of SEO value• Your site becomes more credible when youhave other sites refer to you• Links provide your site with third partyvalidation• Each inbound link is like receiving a “vote” #wm123
  • 6. Topics for Today’s SEO Webinar• SEO Fundamentals• JCPenney’s SEO Saga• What Went Wrong• Link-Building Best Practices #wm123 @bradleywjoe
  • 7. What Happened?• JCPenney was using an SEO agency• Paid links were built all over the Internet (source of links unknown)• Ranks increased for a variety of highly competitive keywords, including dresses, area rugs, and bedding• Drastic increase in inbound links raised red flags with Google• Google Spam Team penalized JCPenney’s rankings #wm123 @bradleywjoe
  • 8. Google Spam Team’s Penalty #1Result of poor off-site optimization• Affects the ranking of the entire site for all keywords• Top-ranking keywords fell 50+ ranks on the search engineresults page (SERP) Former Page Current Page Keyword Number on Number on Google SERP Google SERP area rugs 1 6 bedding 1 7 comforter sets 1 5 dresses 1 7 furniture 1 7 home decor 1 6 skinny jeans 1 6 tablecloths 1 6 #60 #wm123 @bradleywjoe
  • 9. Topics for Today’s SEO Webinar• SEO Fundamentals• JCPenney’s SEO Saga• What Went Wrong• Link-Building Best Practices #wm123 @bradleywjoe
  • 10. Built Links at an Unnatural RateProblem #1: Drastically increased rateof link-building during the holidayseasonA natural rate of link-building is…• A rate you can maintain over time• Typically not more than ~50 links permonth #wm123 @bradleywjoe
  • 11. Built Links on Irrelevant SitesProblem #2: Built links ontotally unrelated sites, such asjewelry and bridal links on a sitefor carsLinks must be placed on onlyrelevant sites or relevantsections of sites #wm123 @bradleywjoe
  • 12. Proxy OptimizationProblem #3: Main website could not be optimized Main site URL On-site factors include: Proxy • Content site URL • Page titles • Metas • URLs #wm123 @bradleywjoe
  • 13. Topics for Today’s SEO Webinar• SEO Fundamentals• JCPenney’s SEO Saga• What Went Wrong• Link-Building Best Practices #wm123 @bradleywjoe
  • 14. What Winning Looks Like Progress is Gradual Monthly SearchKEYWORDS 5/1/2010 6/1/2010 7/1/2010 8/1/2010 9/1/2010 10/1/2010 11/1/2010 12/1/2010 1/1/2011 2/1/2011 Volumeexample keyword 1 160,500 17 12 8 6 1 1 1 1 1 1example keyword 2 60,500 16 12 6 7 1 1 1 1 1 1example keyword 3 14,800 15 12 8 12 1 1 1 1 1 1example keyword 4 76,800 15 13 9 8 1 1 1 1 1 1example keyword 5 1,600 20 7 6 4 1 1 1 1 1 1example keyword 6 2,900 100 72 45 49 34 17 18 9 9 4example keyword 7 81,000 100 100 39 21 28 14 10 4 4 4example keyword 8 590 100 100 32 59 41 23 22 20 5 5example keyword 9 60,500 100 38 64 8 9 9 12 6 10 6example keyword 10 18,100 58 50 41 44 29 14 19 6 12 6example keyword 11 2,900 64 94 14 13 11 8 13 5 7 7example keyword 12 33,100 100 100 17 18 20 15 18 10 15 8example keyword 13 2,400 100 100 16 36 28 14 10 9 8 8example keyword 14 1,600 100 100 100 23 30 22 27 14 14 8example keyword 15 1,300 100 50 14 13 9 15 10 10 9 8example keyword 16 9,900 100 100 100 100 100 19 23 11 18 9example keyword 17 2,400 100 100 44 36 20 33 19 21 10 9example keyword 18 1,000 100 100 26 23 28 35 11 27 11 9example keyword 19 2,900 100 100 100 100 100 14 20 10 11 9example keyword 20 14,800 100 100 100 24 23 8 18 10 11 9example keyword 21 720 100 100 100 9 8 17 14 10 8 9example keyword 22 6,600 100 100 76 100 100 40 27 23 10 10example keyword 23 2,900 100 73 100 100 100 100 45 32 16 10 Total Search Opportunity 559,810 #wm123 @bradleywjoe
  • 15. Inbound Links - Best Practice TipDomain Authority #1 Diversify Your Links• Use a variety of link sourcesTypes of Inbound Links:• Directories• Article Syndications• Paid Listings• Press Releases• Blogs• Forums #wm123
  • 16. Inbound Links - Best Practice Tip #2 Building Directory LinksBest Practice for Directories• Keyword as anchor text• Include keywords in description beneath the link Keyword – Anchor Text Description Good Link: Bad link:Click here for spyware removal guides #wm123 @bradleywjoe
  • 17. Inbound Links - Best Practice Tip #3 Article and Press Release SyndicationBest Practice for Articles/Press Releases• 250-500 words of content• Articles should be non-branded, Press Releases can be branded• Include 3-5 instances of keywords that are hyperlinked to relevant pages on your site Press Release Example: Keyword – Anchor Text #wm123 @bradleywjoe
  • 18. Inbound Links - Best Practice Tip #4 Link Authority Domain ProportioningExample No. Links Sample Keywords Home • clothing Page 30 • shoes Sample Keywords Category Page 10 • women’s clothing • men’s shoes Sample Keywords Products • women’s black dresses 5 • men’s casual shoes Page #wm123
  • 19. Inbound Links - Best Practice Tip #5 Getting the Most ValueDon’t build all your links at onceNot all links are created equalReciprocal-linking is virtually ineffective #wm123 @bradleywjoe
  • 20. Key Takeaways• Link-building increases your site’s credibility to search engines,allowing you to rank higher for your keywords.• If done incorrectly, link-building can raise red flags with Googleand cost your site its hard-earned rankings• Abiding by Google’s Webmaster policies are vital to ensure greatrankings and measurable results #wm123 @bradleywjoe
  • 21. Contact Us about Qualifying for a Complimentary Analysis -Competitive Report: find out where you rank against your top competitors and what tactics they’re employing -Opportunity Analysis: learn how to improve your Digital Marketing Strategy and see how much opportunity is available for your company -ROI Tracking: detailing the keywords and sources that visitors are using to discover your website and if those visitors are converting into leads and sales Please contact: seo@webmarketing123.com #wm123 @bradleywjoe