Surviving the SEO Evolution

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This presentation is from Affiliate Summit East 2014 (August 10-12, 2014 New York City).
Session Description: SEO is dead? Not even close. It’s evolved. This session will take a look at what’s changed, what’s stayed the same & how merchants & affiliates alike can not only survive those changes, but thrive.

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Surviving the SEO Evolution

  1. 1. IT’S DEAD ASE 2014 RAE HOFFMAN (LOL)
  2. 2. RAE HOFFMAN @Sugarrae http://sugarrae.com http://pushfire.com
  3. 3. PANDA Launch - 2/23/11 Rolling updates since 3/2013
  4. 4. Page Layout Update 1/19/12 Google Analytics > Behavior > In-page analytics > Browser size
  5. 5. PENGUIN Launch – 4/24/12 #NOMERCY Last updated – 10/04/2013
  6. 6. EMD UPDATE 9/27/2012
  7. 7. PAYDAY LOAN UPDATE 6/11/13
  8. 8. HUMMINGBIRD 8/20/13
  9. 9. & THE LIST GOES ON
  10. 10. TFW
  11. 11. PANDA – Mountain View, CA LIKES: “Good content”, encountering few technical issues, authority, low ad counts and he likes thick posts and he cannot lie. DISLIKES:  Thin content (350 word articles targeting 1000 long tail keywords)  Duplicate content (like unedited, duplicated data feeds)  Low quality “MFA” style content  Technical SEO issues that create false positives  Excessive ads  User complaints BEST TRAIT: Cleaning up the web WORST TRAIT: Quick to judge
  12. 12. MERCHANTS  Don’t give affiliates the same datafeed you use on your site  Clear up technical SEO issues  Don’t create 48 pages where 1 will do  A part of your website can drag down the whole  Add UGC components and moderate them - heavily  YOUR BLOG IS NOT A BROCHURE  The Facebook ad spend test  Position your brand as much as possible
  13. 13. AFFILIATES  Don’t use a merchant datafeed without editing / adding to it  Clear up technical SEO issues  https://yoast.com/articles/wordpress-seo/  Redirect affiliate links internally  Add UGC components and moderate them – heavily  I <3 http://myreviewplugin.com for WP based sites  The Facebook ad spend test  Position your brand as much as possible  Never sell out user trust
  14. 14. PENGUIN – Mountain View, CA LIKES: Big brands, bigger brands and global brands DISLIKES:  Smaller brands  Guest posting  Anchor text links  Press release links  Low quality links  Technical SEO issues that create false positives  “SEO” links  Natural links that look like “SEO” links  Most links  Links you even thought about getting BEST TRAIT: None WORST TRAIT: Vindictive as hell
  15. 15. SAY CONTENT MARKETING ONE MORE TIME
  16. 16. LINK BUILDING  Do: Target your demo, not your product  Do: Remember that your blog = table legs  Do: Find the Linkerati through social media  Do: Create useful content  Do: Create viral campaigns  Do: Guest post for traffic  Do: Build traffic outside of Google
  17. 17. LINK BUILDING  Avoid: Heavy anchor concentrations  Avoid: Linking in press releases  Avoid: Sloppy & obvious link buying  Avoid: Low quality link building  Avoid: Off topic inbound links  Avoid: Giveaway and review campaigns unless…  Avoid: Links you’re confident won’t bring you traffic
  18. 18. YOUR SITE Interviewing people Being interviewed Social non G+ Google+ Reference links External guest posting Internal guest posting Alternative medium content JV opportunities Broken link building Link reclamation Networking Offline efforts Citation monitoring LINK BUILDING IS HARD WORK
  19. 19. SOLVE PROBLEMS
  20. 20. Content is King (& Why that’s a bull$hit mantra)
  21. 21. A singer is only a PERFORMER …when she has an audience
  22. 22. GOOGLE DOESN’T WANT TO MAKE WEBSITES POPULAR THEY WANT TO RANK POPULAR WEBSITES
  23. 23. “If you’re not building an email list? You’re an idiot.” Derek Halpern @derekhalpern http://socialtriggers.com
  24. 24. THANK YOU Awesome advice for bloggers http://sugarrae.com Consulting for merchants & businesses http://pushfire.com Kicks in the ass http://facebook.com/therealsugarrae Ranting & cursing & football https://twitter.com/sugarrae

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