Think Devlish act Angelic - Search Love 2012

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Stop Chasing Algorithms Guys!!! Build a real business that does real stuff, real stuff attracts links. …

Stop Chasing Algorithms Guys!!! Build a real business that does real stuff, real stuff attracts links.

From London & Boston 2012 SearchLove w/ Distilled.

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  • 1. Algo Chasing(think devilish, act angelic)Date:November 5, 2012Author:Wil Reynolds (@wilreynolds)
  • 2. Algo view from a non-techie 2
  • 3. Who here has a PhD? 3
  • 4. Who here working on a PhD? 4
  • 5. Google has usoutnumbered? 5
  • 6. Marketing (1800 – 1986) (Print, Billboards, Telemarketing, TV, Direct Mail, Radio, Affinity, Loyalty, word of mouth) 6
  • 7. 7
  • 8. Suddenly marketing looked like this 8
  • 9. “Marketing = Formula?” 9
  • 10. Persuasion (people) vsManipulation (spiders) 10
  • 11. 11
  • 12. 12
  • 13. Who needs “social” skills 13
  • 14. “Too Transparent?” 14
  • 15. I cloaked 15
  • 16. I did whitetext 16
  • 17. 17
  • 18. I was helping? (angelic) 18
  • 19. Until 19
  • 20. 20
  • 21. That’s notsnow white 21
  • 22. Devilish uses of cloaking? 22
  • 23. 600 Sites5 have been hit 1 surprise 23
  • 24. Only blindsided by 1 penalty 24
  • 25. Our own! 25
  • 26. Lets talk aboutSEER’s penalty 26
  • 27. Our history… 27
  • 28. My take ondirectories 28
  • 29. 80% directories20% everything else 2005 29
  • 30. “This is too easy” 30
  • 31. Is the long term way toSEO success based on 31
  • 32. Who has the best list of directories? 32
  • 33. 50% directories50% everything else 2007 33
  • 34. 30% directories70% everything else 2009 34
  • 35. 301 to SEER Interactive 2009 35
  • 36. Gut check“This is too easy” 36
  • 37. One dayTweet from UK 37
  • 38. SEER Is hit 38
  • 39. Bull! 39
  • 40. 40
  • 41. It was true 41
  • 42. 42
  • 43. 43
  • 44. Can PhD’s be wrong? 44
  • 45. DEFINITELY! 45
  • 46. SEOmoz ending a doc in .0 46
  • 47. 47
  • 48. RCS won’t save you 48
  • 49. Social won’t save you 49
  • 50. Lets walk through what happened 50
  • 51. 51
  • 52. 52
  • 53. 53
  • 54. 54
  • 55. 55
  • 56. 56
  • 57. thinkseer.com = toxic? No links built in 3 yrsProgressively better quality 57
  • 58. Problem aboutchasing algo’s 58
  • 59. #1Limited time &more demands 59
  • 60. 2 weeks tofigure it out 60
  • 61. How much time areyou going to spend? 61
  • 62. Could I have invested it in… 62
  • 63. REAL COMPANY SHIT? 63
  • 64. Don’t #2You don’t really know 64
  • 65. 242 65
  • 66. 4 Realities ofGoogle Patents 66
  • 67. #1 - They may never implement it 67
  • 68. #2 - If they do it couldbe 8 years from now 68
  • 69. #3 - If it doesn’t work they’ll yank it 69
  • 70. #4 - Surfacing Quality Content 70
  • 71. #4 – Better for the User 71
  • 72. #4 – Social Graph & mentions vs links 72
  • 73. Rewarding quality 73
  • 74. DUUUUUUH!! 74
  • 75. How many purposefullyReward thin low quality content? 75
  • 76. MaybeRCS can save you? 76
  • 77. Quality assets are how you protect yourself 77
  • 78. 12 hours later 78
  • 79. Back in, why?Algorithmic or RCSmic? 79
  • 80. RCS!! 80
  • 81. 81
  • 82. 3 rd Referrerm.(somesiteyouknow).com 82
  • 83. Responsive FTW! 83
  • 84. 1 tweet@avinash@theverge@gizmodo 84
  • 85. The POWER of 1 85
  • 86. 1 good piece of content 1 tweet 1 RT 86
  • 87. 1 month 7700 links 500 LRD1700 unique referrers 33 days 87
  • 88. Keeps GOING!! 88
  • 89. 89
  • 90. 90
  • 91. 91
  • 92. Your best protectionagainst algo updates RCS! 92
  • 93. 1 reason to followranking algorithms 93
  • 94. Protect yourself fromAffiliate / Partner risk 94
  • 95. Protip: Buy their siteswhile they are hurting 95
  • 96. Do RCS (key) Clean up links Do disavow(switch to new owner might help) 96
  • 97. Wait 2-12 months 97
  • 98. get your 10-20% back 98
  • 99. “Thinking Devilish” 99
  • 100. Lets continue 100
  • 101. Why directories / articles can’t kill quality sites 101
  • 102. Today we get a lot of mixed signals & PANIC!!! 102
  • 103. New Framework to think about penalties / algorithms 103
  • 104. Think about search breaking if… 104
  • 105. PANIC!! Reciprocal Links 105
  • 106. 106
  • 107. 107
  • 108. 108
  • 109. 109
  • 110. 110
  • 111. 111
  • 112. 112
  • 113. 113
  • 114. PANIC!! Sitewides!! 114
  • 115. 115
  • 116. PANIC!! Link Velocity 116
  • 117. Majestic problem 117
  • 118. 118
  • 119. PANIC!! Widgets!!!! 119
  • 120. 120
  • 121. 121
  • 122. 122
  • 123. 123
  • 124. PANIC!! Infographics !!!! 124
  • 125. 125
  • 126. How have I avoidedalgo updates killing me? 126
  • 127. #1 Did RCS 127
  • 128. #2 Think Devilish 128
  • 129. For example 129
  • 130. Find the outboundbroken links from a competitor site 130
  • 131. Something else I don’t like 131
  • 132. Put authorship onnon authored pages (fine line) 132
  • 133. 133
  • 134. 134
  • 135. How long is that gonna last? 135
  • 136. The new“Swinging Axe” style algos 136
  • 137. Pandas & Penguins Oh My! 137
  • 138. “Whew, missed me” 138
  • 139. CO RH A P 139
  • 140. 2.1, 2.2, 2.3 140
  • 141. You get lucky & getpast panda/penguin? 141
  • 142. 142
  • 143. If you insist… 143
  • 144. 144
  • 145. “.3% of queries” 145
  • 146. Vast diff betweenalgo chasing and BUSINESS 146
  • 147. Chase DISPLAY Algo changes 147
  • 148. 148
  • 149. 149
  • 150. 150
  • 151. 151
  • 152. 152
  • 153. 153
  • 154. 154
  • 155. 155
  • 156. 156
  • 157. One more reason tounderstand algos… 157
  • 158. WTF! 158
  • 159. @wilreynolds 159