Welcome to Fresh Egg• Who is Fresh Egg? - Fully integrated digital marketing agency focussed on UK work (Content, Social, SEO, PPC, UX, Insight, Web & App Dev) - HQ in Worthing with a London presence - 12 years of successful performance-led client work - 120 clients and growing…
Google Penguin• Reasonable community consensus• First one to hit real SEOs• Reliably five main conclusions
More About Anchors Than You Ever Wanted• Anchor text diversity• <A>click here</A>• <A>my brand</A>• <A>what my brand does</A>• Depth – Root, L1, Article• Variety – avoid exact-match!• Avoid over-programming (35-65%?)
Bad Neighbourhoods Class-C Location Clustering Concentration Follow/no-follow ‘Splog’ structures
What is your recommendation on how I can rectify this problem?Recovery
Making the Right Decision• Weighing our options: - Do nothing - Fix ourselves or seek out professionals? - Abandon site and start afresh • Recovery – do we ditch sites? - Yes, potentially… - Or ditch methods, keep the site
Decision Making Process Full off-page audit Understand Link Equity: Re-indexation => Domain & Recovery => subsection => Landing Evaluate Logical re-org. Taxonomy New copy? Toxicity => Classification
Tooling• You’ll need in-depth analysis tools to accomplish this• Popular options:• Price vs. functionality• Or… bring in an expert
Data screen shotNormality in - <A> text, TLD, ‘Follow’, Class- C
Can you identify quality travel blogs to guest post on?
Protect Your Sources• Yes, lots• Words of caution• Valueless to tell all of you – stop chasing the game• Work toward a methodology – build relationships
Re-cap Best Practice for Identification• Appraise your platforms thoroughly• Tripping no-follow rates• Spurious domain profiles• Overly programming Anchor text• Taxonomy planning
Questions:I’ve heard a lot about rel=author lately and that it is important toutilise in order to improve rankings – what is this about?Is there increasing recognition in the Search community that fresh,original, high-quality travel content makes a difference to Search andInbound Marketing? And are we seeing more companies willing toinvest in securing that content?
Google Developments• What is rel=author? • Additional, optional mark-up in links and microformats • Higher visibility in SERPs • Greater content consumption in circles • Extensible authorship association beyond Google• What is agent rank? • Google Patent Sept 2011 • Intended to augment PageRank initially • Overall attempt to improve authority and reduce clutter
A Look to the Future – from Platform Rank to Voice Rank• Platform authority – domain and PR• Agent/Author authority• Object based semantics?
Add More Value and Control Your VoiceJournalistic commoditisation:Cars, Jobs, Homes, HolidaysChange the way you think:Plug content gaps - perhaps not typically/previously related to travel