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

Think Devlish act Angelic - Search Love 2012

4,698

Published on

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

From London & Boston 2012 SearchLove w/ Distilled.

Published in: Business
1 Comment
8 Likes
Statistics
Notes
No Downloads
Views
Total Views
4,698
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
25
Comments
1
Likes
8
Embeds 0
No embeds

No notes for slide

Think Devlish act Angelic - Search Love 2012

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

    Clipping is a handy way to collect important slides you want to go back to later.

×