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 Concentration Clustering ‘Splog’ Follow/no-follow structures
What is your recommendation on how I can rectify thisproblem?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 Re-indexation Equity: => 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 importantto utilise in order to improve rankings – what is this about?Is there increasing recognition in the Search community thatfresh, original, high-quality travel content makes a differenceto Search and Inbound Marketing? And are we seeing morecompanies willing to invest 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 totravel