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Google’s Makin’ Changes
Wil Reynolds - @wilreynolds




                              1
Who saw my keynote
          last year?

@wilreynolds
Remember the title?

@wilreynolds
No more f******
             shortcuts!!

@wilreynolds
Any of your heroes
ever build a business
“sculping pagerank”
                    5
Fall in love with easy




                         6
Fall in love with hard   7
Video + Preso + Links
  http://bit.ly/affsum2011


                             8
Well some of ya’ll
  didn’t listen
                     9
Cutts          Cutts
               You            You




                     Penguin Slap!
@wilreynolds
Penguin diagnosis

@wilreynolds               11
Get your links
                 Webmaster Tools
                  Majestic SEO
                    SEOmoz

@wilreynolds                       12
Opensiteexplorer.com

@wilreynolds       13
@wilreynolds   14
@wilreynolds   15
@wilreynolds   16
17
18
Ahrefs.com

@wilreynolds                19
@wilreynolds   20
@wilreynolds   21
@wilreynolds   22
@wilreynolds   23
@wilreynolds   24
If most of the sites you
  get links from drop?
@wilreynolds          25
Scale – Scale - Scale
@wilreynolds
Grim Reaper

@wilreynolds
Who started changing
         that day?

@wilreynolds
We should have started
    changing earlier

@wilreynolds
1986
@wilreynolds
How would you sell…
           Software

@wilreynolds
@wilreynolds
Have you exploited a
 temporary opportunity?

@wilreynolds
using…

@wilreynolds
Buy old
domains and        Buy text links                  Buy text
 301 them           in footers
                                     10,000     links in copy
                                    pinterest
     Cloaking Fake                        Reciprocal
                                    accounts
   Linkbait stumbles                DIGG    links
               3 way link         Network
               exchange      IMG Alt         White text
Private link                                 On White
 network                     stuffing       background
@wilreynolds
@wilreynolds
#RCS is tough

@wilreynolds
#1 goal

@wilreynolds
Making someone’ life
           easier

@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
Intent to HELP?

@wilreynolds
@wilreynolds
You tell me…

@wilreynolds
Wouldn’t it just be easier
  to get the answer?

@wilreynolds
@wilreynolds
Travel Search Engine
           (affiliates)

@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
Oh Zappos
               Oh Hipmunk

@wilreynolds
@wilreynolds
@wilreynolds
100+ videos…quality!!
@wilreynolds
REAL Fans, who take REAL photos
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
Swingsets1.com
        code = SSONE100
       $100 off any order!
@wilreynolds
Content Business?

@wilreynolds
treehugger

@wilreynolds
livestrong

@wilreynolds
If your version of
       building content is…

@wilreynolds
@wilreynolds
Swing Sets

@wilreynolds
Big brand + Authority +
      Thin Content =
         Rankings
@wilreynolds
@wilreynolds
Your competitors
   aren’t stupid forever
@wilreynolds
Smaller Players

@wilreynolds
@wilreynolds
@wilreynolds
Is your passion to
          make money?
@wilreynolds
Mine is to help.

@wilreynolds
Who’s going to “win”
      long term?
@wilreynolds
Passionate about
  buying old domains for
       “link juice”?
@wilreynolds
Buy expired domains
   & sell them back?
@wilreynolds
Build Community
          @sauravrimal
@wilreynolds
Rankings Bump
           w/ Community
@wilreynolds
Google
   Search + Your World
@wilreynolds
@wilreynolds
@wilreynolds
Abuse of Authorship

@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
Articles / Blog posts

@wilreynolds
CTR Boost?

@wilreynolds
0% - 25% Boost
             but why…
@wilreynolds
Are you recognizable?

@wilreynolds
@wilreynolds
Speaking,
               helping
           people, producing
                 video
@wilreynolds
Event Listings   Band history
                             Members
                              Tickets

               News           Songs /
                              Albums
@wilreynolds
Ticket Brokers | Concert Providers
@wilreynolds
@wilreynolds
Zoo | Local “to-do” sites
@wilreynolds
@wilreynolds
Yelp, Yelp, Yelp
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
Travel Affiliates
@wilreynolds
Google’s favoring brands….
@wilreynolds
Finally rewarding brand activity
@wilreynolds
no followers
               no engagement
               no cust. service
                 no content
@wilreynolds
WINNER!
@wilreynolds
Game OVER!

@wilreynolds
How about you…

@wilreynolds
Engage
@wilreynolds
Rabid Fans
@wilreynolds
Stand for something
@wilreynolds
Share their expertise
@wilreynolds
Building followers
 is the new link building

@wilreynolds
Do influencers share 20
     dollar articles?

@wilreynolds
@wilreynolds
http://bit.ly/authortool
   @tomanthonySEO
http://bit.ly/guest-post-gdoc
                @djchrisle


                                      126
@wilreynolds
Use it on
Link Reports
Use it on
Blog commenters
http://bit.ly/export-commenters
             @djchrisle
W/O real commenters...
      USELESS
Get new content ideas
     that convert
Conversions from
       Articles
      Directories
    Link networks
bit.ly/conversions-and-links
         @jasonacidre
How to start building
   community?
Build the QUALITY
assets they won’t
Then start telling the world

                          138
@wilreynolds
App for that

                              139
@wilreynolds
INBOXq.com
                            140
@wilreynolds
Hootsuite?

                            141
@wilreynolds
Integration FTW!
                                  142
@wilreynolds
Go right to Twitter…

                                  143
@wilreynolds
144
@wilreynolds
145
@wilreynolds
146
@wilreynolds
http://bit.ly/content-ideas1

       @seogadget tool = more ways to help


                                              147
@wilreynolds
Pick on someone

                                 148
@wilreynolds
who has stronger
                engagement

                                  149
@wilreynolds
I’m gunning for RandFish
@wilreynolds             150
I’m making (NO) headway
@wilreynolds          151
What’s been the
                 downside?

                                 152
@wilreynolds
Think about that!

                                   153
@wilreynolds
Pick 1 person and
     try to OUT “HELP” them

                          154
@wilreynolds
Not
                out link
                out blog
               out funny
                 them
               OUT HELP!
                           155
@wilreynolds
156
Lets get started
                @wilreynolds

                                  157
@wilreynolds

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