How Google Knol is killing your content is king strategy What does the previous page tell us about how these pages are ranked? What info could Google pull from? • Poster quality • Rating & rater quality • Content length • Freshness / versions (health) • Reviewers & reviewer quality • Similar content threshold • Inappropriate content flag (watch haters!)
How Google Knol is killing your content is king strategy Mostly impacts content heavy sites You MUST watch out for these ranking in your space Use Aaron Walls Rank Checker for your key terms and knol.google.com as the domain. http://tools.seobook.com/firefox/rank-checker/ Impacts “how to” and hot content Prepare for it by: • Watching, reading, commenting, voting •NOT BY WRITING • Watch hot trends (google.com/trends) and write about them quickly •People are sharing in the Adsense revenue, if these pages start ranking well someone is going to get PAID better be you! • Edit regularly, promote the heck out of them you’ll need a following, links, traffic to the page • Create a contest around adding to your Knol (Aaron Wall) • Don’t close it to editing (guess)
Tools to help you know what you are up against in SEO One of the biggest mistakes made by people who are doing their own SEO or hiring an SEO is not properly assessing the competitiveness of their landscape against and honestly assessing their skills. Depending on your industry you should know that David vs. Goliath is getting much harder to pull off - everyone has search in their marketing plans
Linkdiagnosis What I get from this tool for my top competitors: High value backlinks What are the REAL odds that I’ll be able to get some similar ones? How many raw links do they have? What is the anchor text of the top high value links? How does your PR distribution compare to theirs? How do we compare on deep links? 2 THINGS I LIKE about this tool: • Sortable columns • Exportable to CSV for real manipulation (MACROS) Be Careful It doesn’t do any interpretation on focus / theme of site You’ll see Wikipedia / Amazon in the top of search results and you can bump them for stuff that is LONG tail for them but in your wheelhouse.
SEOQuake What I get from this tool for my top competitors: Pagelinks (gives an idea on deeplinks) Domain links (domain link power) Indexed Pages Add in Gov Links, Stumbleupon, Digg, Google Trends Data, etc = Platform 2 THINGS I LIKE about this tool: • Sortable SERPS • Exportable to CSV for real manipulation (MACROS) Be Careful You can get blocked out of Google Sometimes to get the best out of the dataset change your search prefs to 50 results this is likely to get you the best overall idea of what you are up against.
Competitiveness Next Steps Now that you know the competitiveness of the landscape, you can make choices about what kinds of terms you can win with
Know what’s attainable Top of the Tail Middle Tail End of the Tail Buy Tickets Rutgers basketball Boston Theatre Tickets Sell Tickets tickets Things to do in Arizona Superbowl Tickets University of Maryland Chicago Jazz Concerts NCAA Tickets football tickets Duke Basketball Tickets BU football tickets Syracuse Basketball Fall out boy tickets Tickets Jimmy Buffet Tickets Eagles Tickets Trace Adkins Tickets Broadway Tickets
A real example Stubhub Tickets By location - Philadelphia - Music - Jazz Competitor Things to do in (10 major cities) Kanye West tickets Third eye blind tickets Use this strategy until you can COMPETE Build linkbait (may take 4-5 attempts), press, a following, etc Go after more difficult terms the following year
Google Advanced Queries keyword "suggest url" / "suggest * url" keyword "suggest site" / "suggest site" keyword "suggest website" / "suggest * website" Keyword companies in “city” Keyword companies list Keyword companies directory (ies) inurl:forum / inurl:forums Wildcard “ Top * firefox” extensions – misses top extensions for FF “ Top * firefox extensions” – misses top 10 firefox extension top * firefox extensions – could bring back too many results Blogsearch link:www.competitor.com Search for sites mentioning you but not linking: Wil Reynolds –linkdomain:thinkseer.com –site:thinkseer.com Search for sites linking to several competitors but not you: linkdomain:copounsite1.com linkdomain:copounsite2.com linkdomain:couponsite3.com