SEO Workshop: Taking your SEO to the next level

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SEO Workshop: Taking your SEO to the next level

  1. 1. TAKING YOUR SEO TO THE NEXT LEVEL Dan Petrovic & Toni Anicic http://dejanseo.com.au/
  2. 2. Scaling Your Research
  3. 3. Phrase Research Methodology Methodologies © 2013 Dejan SEO - http://dejanseo.com.au/ http://phraseresearch.com/ 1.What phrases have good search volume? 2.How well do I rank for those phrases? 3.What is my average CTR? 4.Can I outrank the result above me? 5.How much more traffic would I get? 6.What financial impact would it have?
  4. 4. Minimal Effort & Maximum Return Large Scale Decision Making Reebok Insta Pump Fury Impressions: 1200 Clicks: 120 CTR: 10% Average Position: 4.3 Price: $200 Conversion Rate: 1% Nike Air Max 2 Impressions: 600 Clicks: 120 CTR: 20% Average Position: 9.1 Price: $200 Conversion Rate: 1%
  5. 5. Minimal Effort & Maximum Return Decision Making Impressions: 1200 Clicks: 120 CTR: 10% Average Position: 4.3 Price: $200 Conversion Rate: 1% Site Average
  6. 6. Minimal Effort & Maximum Return Decision Making Impressions: 1200 Clicks: 120 CTR: 10% Average Position: 4.3 Price: $200 Conversion Rate: 1% Site Average Norm Deviation Adjustment
  7. 7. Minimal Effort & Maximum Return Decision Making Reebok Insta Pump Fury Competition Strength: 20 Phrase Potential: 200+ Nike Air Max 2 Competition Strength: 80 Phrase Potential: 500+
  8. 8. Easy to sort large lists Single Metric Reebok Insta Pump Fury Phrase potential: 40 WINNER Nike Air Max 2 Phrase potential: 25 LOSER TODO: Build your campaign around winners.
  9. 9. ScenariosCurrent Status Financial Impact Metrics
  10. 10. Mass-Scale Detection of Link Spam in Large Document Collections
  11. 11. Visualising Complex Web Structures
  12. 12. • Domain • Backlinks (BL) • Maximum Backlink PageRank (MaxPR) • PageRank Sum (tPR) • Unique PageRank Sum (uPR) • Unique Domain Backlink Sum (udBL) • D-Factor (D=uPR/udPR) • Average D-Factor Difference (avgD=D-(D1+Dn…/n) Mass-Scale Detection of Link Spam in Large Document Collections
  13. 13. Top-Level Links Spam Detection Methodologies © 2013 Dejan SEO - http://dejanseo.com.au/ http://dejanseo.com.au/link-spam-detection/ Spam! Unique Domain IBL vs. PageRank (norm devia
  14. 14. Also: Phones: +62.85659905097 (632) Emails: dadan_agt@yahoo.com (701)
  15. 15. Delete Correct Move
  16. 16. Initial Parameters (e.g. Keyword, URL) Crawling & Recording Quality Parameters Filtering and Sorting of Data
  17. 17. URL URL URL URL URL URL URL 30% links 20% links 15% links 5% links 2% links Optional Optional
  18. 18. March Fix Incorrect Links Generate Linkbait February Relationship Links Start Guest Blogging January Relationship Research Industry Directories
  19. 19. ROOT OF THE PROBLEM What drives us to cheat?
  20. 20. If one guy cheats and ranks well, others will follow. It becomes a norm.
  21. 21. And then…
  22. 22. Risk vs. Reward © 2013 Dejan SEO - http://dejanseo.com.au/ SEO Schemes Reward Risk
  23. 23. Risk vs. Reward © 2013 Dejan SEO - http://dejanseo.com.au/ SEO Schemes Reward Risk Detected Not Detected Detected
  24. 24. Mind the Gap. © 2013 Dejan SEO - http://dejanseo.com.au/ Established Competitor New Brand PerceivedAuthority Gap
  25. 25. Smart Schemes. © 2013 Dejan SEO - http://dejanseo.com.au/ New Brand Schemes Good Stuff
  26. 26. Replacement. © 2013 Dejan SEO - http://dejanseo.com.au/ New Brand Schemes Good Stuff
  27. 27. Clean & Purge. © 2013 Dejan SEO - http://dejanseo.com.au/ New Brand Schemes Good Stuff
  28. 28. End Outcome. © 2013 Dejan SEO - http://dejanseo.com.au/ Your Competitor Your Brand Long-Term & Safe vs. Temporary & High Risk
  29. 29. Experiments © 2013 Dejan SEO - http://dejanseo.com.au/ Guerrilla SEO Methodologies SEO Tactics
  30. 30. Experiments © 2013 Dejan SEO - http://dejanseo.com.au/ Guerrilla SEO Methodologies SEO Tactics
  31. 31. Experiments © 2013 Dejan SEO - http://dejanseo.com.au/ Google+ in Google’s Index Nov 2011
  32. 32. http://dejanseo.com.au/what-is-google-up- to-now/ Flowing Google+ Link Juice © 2013 Dejan SEO - http://dejanseo.com.au/
  33. 33. Experiments © 2013 Dejan SEO - http://dejanseo.com.au/ SERP Clicks
  34. 34. Experiments © 2013 Dejan SEO - http://dejanseo.com.au/ Tabbed Content Indexing http://dejanseo.com.au/experiment-with-tabbed-content/
  35. 35. Experiments © 2013 Dejan SEO - http://dejanseo.com.au/ Authority + 1000s of OBLs http://dejanseo.com.au/pagerank-split-experiment/
  36. 36. Experiments © 2013 Dejan SEO - http://dejanseo.com.au/ Document Consolidation http://dejanseo.com.au/hijacked/
  37. 37. Experiments © 2013 Dejan SEO - http://dejanseo.com.au/ Hijacking Rank Fishkin’s Blog http://dejanseo.com.au/hijacked/ Test Page
  38. 38. Experiments © 2013 Dejan SEO - http://dejanseo.com.au/ Result Hijacking Consequences http://dejanseo.com.au/google-against-content-scrapers/ Manual Action
  39. 39. Experiments © 2013 Dejan SEO - http://dejanseo.com.au/ Guerrilla SEO Methodologies SEO Tactics
  40. 40. BitTorrent http://dejanseo.com.au/guerilla- seo-bittorrent/ http://www.mininova.org/user/Dejan -SEO© 2013 Dejan SEO - http://dejanseo.com.au/ 362,563 downloads 12,000 links Guerrilla SEO
  41. 41. Blog to PDF: Distribution http://dejanseo.com.au/guerilla-seo-turn-your- blog-into-a-pdf/ http://www.blogbooker.com/© 2013 Dejan SEO - http://dejanseo.com.au/ Guerrilla SEO
  42. 42. YouTube Subscriber Hack Guerrilla SEO © 2013 Dejan SEO - http://dejanseo.com.au/ http://dejanseo.com.au/youtube-subscriber-hack/
  43. 43. Noindex via Canonicalisation Guerrilla SEO © 2013 Dejan SEO - http://dejanseo.com.au/ http://dejanseo.com.au/noindex-competitors/ rel=“canonical” + <META NAME=”ROBOTS” CONTENT=”NOINDEX“>
  44. 44. Image Search Art Guerrilla SEO © 2013 Dejan SEO - http://dejanseo.com.au/ http://dejanseo.com.au/seo-experiment-google-image-search/
  45. 45. Google Webmaster Tools Hack Guerrilla SEO © 2013 Dejan SEO - http://dejanseo.com.au/ http://dejanseo.com.au/mind-blowing-hack/
  46. 46. Experiments © 2013 Dejan SEO - http://dejanseo.com.au/ Guerrilla SEO Methodologies SEO Tactics
  47. 47. Get Your Data • Raw Server Log Files • Web stats • Analytics • Custom traffic and event tracking • Google / Bing Webmaster Tools • Other 3rd party software
  48. 48. Google Algorithm Tracking Methodologies © 2013 Dejan SEO - http://dejanseo.com.au/ http://algoroo.com/
  49. 49. Saving Long-Tail Traffic Data Methodologies © 2013 Dejan SEO - http://dejanseo.com.au/ http://dejanseo.com.au/tail-chase/ Graph Credit: Conductor
  50. 50. (not provided) Methodologies © 2013 Dejan SEO - http://dejanseo.com.au/ http://dejanseo.com.au/tail-chase/
  51. 51. GWT: Search Query Overview Methodologies © 2013 Dejan SEO - http://dejanseo.com.au/ http://dejanseo.com.au/tail-chase/
  52. 52. Your Own Search & Keyword Index © 2013 Dejan SEO - http://dejanseo.com.au/ http://dejanseo.com.au/tail-chase/
  53. 53. GWT: Search Query Limitations Methodologies © 2013 Dejan SEO - http://dejanseo.com.au/ http://dejanseo.com.au/tail-chase/ • Data Limit: 2,000 queries • Impressions, Clicks, Position, CTR, Change
  54. 54. Saving & Storing Your Data Methodologies © 2013 Dejan SEO - http://dejanseo.com.au/ http://dejantools.com/
  55. 55. Experiments © 2013 Dejan SEO - http://dejanseo.com.au/ Guerrilla SEO Methodologies SEO Tactics
  56. 56. Post-Purchase Enthusiasm http://dejanseo.com.au/post-purchase-excitement/ SEO Tactics © 2013 Dejan SEO - http://dejanseo.com.au/
  57. 57. Social Signal Canonicalisation http://dejanseo.com.au/social-signal-consolidation/ SEO Tactics © 2013 Dejan SEO - http://dejanseo.com.au/
  58. 58. Rejuvenating Old Links http://dejanseo.com.au/rejuvenating-old-links/ © 2013 Dejan SEO - http://dejanseo.com.au/
  59. 59. Rejuvenating Old Content http://dejanseo.com.au/content-rejuvenation/ © 2013 Dejan SEO - http://dejanseo.com.au/
  60. 60. Link Building With Twitter Followers http://dejanseo.com.au/smart-link-building-with-twitter-followers/ http://muil.net/ © 2013 Dejan SEO - http://dejanseo.com.au/
  61. 61. Link Building With Referral Traffic http://dejanseo.com.au/smart-link-building-with-referrer-traffic/ http://freshlinkfinder.com © 2013 Dejan SEO - http://dejanseo.com.au/
  62. 62. http://phraseresearch.com/http://freshlinkfinder.com http://dejantools.com/
  63. 63. © 2013 Dejan SEO - http://dejanseo.com.au/ Bonus Material
  64. 64. Pro Tips And time savers.
  65. 65. Inbound links with rel=“nofollow” Not part of Google’s link graph. Can’t help. Can’t harm. Period.
  66. 66. Links from de-indexed networks No longer have the capacity to harm you Can harm if re-included, which is unlikely.
  67. 67. Google Webmaster Tools It’s enough to clean links exported from GWT No need to pay for additional tools. Nice!
  68. 68. Don’t remove all your links Identify bad links and remove in stages. Document and communicate frequently.
  69. 69. © 2013 Dejan SEO - http://dejanseo.com.au/ Selective Sharing & Search http://dejanseo.com.au/google-doesnt-index-selectively-shared-posts/ Bonus Material
  70. 70. © 2013 Dejan SEO - http://dejanseo.com.au/ No Impact on Rankings: CTR http://dejanseo.com.au/small-scale-ctr-impact-on-search-results/ Bonus Material
  71. 71. http://dejanseo.com.au vs. http://dejanseo.com.au Less effective than a live link. More effective than rel="nofollow“ link. http://dejanseo.com.au/seo-experiment-with-non-link-references/ © 2013 Dejan SEO - http://dejanseo.com.au/ Non Link References Bonus Material
  72. 72. Alternative Link Sources: Yandex: http://dejanseo.com.au/yandex-webmaster-tools/ Bing: http://dejanseo.com.au/bing-webmaster-tools-major-updates/ Blekko: http://dejanseo.com.au/blekko-search-engine/ Link Cleanup Tips: http://dejanseo.com.au/link-cleanup/ Google may ignores some of your links: http://dejanseo.com.au/yes-google-may-ignore-some-of-your-links/ Bounce Rate not a negative signal: http://dejanseo.com.au/seo-myth-busted-bounce-to-results-is-a-negative-signal/ Google doesn’t use AuthorRank: http://dejanseo.com.au/there-is-no-such-thing-as-author-rank-yet/ Google Penalties Are Granular: http://dejanseo.com.au/bbc-penalised/ Bonus Reads © 2013 Dejan SEO - http://dejanseo.com.au/
  73. 73. http://wordpress.org/extend/plugins/copy-link/ User Benefits: Helps users find original source of information Simplifies linking process for bloggers referencing your material Improves the quality of citations on the web Helps search engines index and serve quality content Link attribution is optional and not forced on end-user Webmaster Benefits: Take control of how your content is linked Prevent content duplication Help promote your content and website Receive valuable and relevant traffic Earn natural links and improve your SEO
  74. 74. http://phraseresearch.com/http://freshlinkfinder.com http://dejantools.com/
  75. 75. Black & White Animals
  76. 76. Search Quality & Web Spam Series of various algorithms and iterations.
  77. 77. What are they looking for?
  78. 78. Index Bloating • Thin, automated, repetitive content pages • Indexable search results and tags • ‘SEO’ keyword pages “More guidance on building high-quality sites” googlewebmastercentral.blogspot.com.au/2011/ 05/more-guidance-on-building-high-quality.html
  79. 79. © 2013 Dejan SEO - http://dejanseo.com.au/ Indexable Fluff Categories & Tags
  80. 80. © 2013 Dejan SEO - http://dejanseo.com.au/ Indexable Fluff Search Results & Pagination http://dejanseo.com.au/google-pagination-rel-link- element/ http://dejanseo.com.au/dealing-with-pagination-
  81. 81. © 2013 Dejan SEO - http://dejanseo.com.au/ Indexable Fluff Infinite Navigational Structures
  82. 82. © 2013 Dejan SEO - http://dejanseo.com.au/ Indexable Fluff Infinite Faceted Navigation
  83. 83. © 2013 Dejan SEO - http://dejanseo.com.au/ Indexable Fluff Infinite Faceted Navigation
  84. 84. © 2013 Dejan SEO - http://dejanseo.com.au/ Indexable Fluff Infinite Faceted Navigation
  85. 85. Faceted Navigation We Found 1023 DSLR Digital Cameras with 10Megapixels and 32 Gb XD Memory 1. Nikon D2000 2. Nikon D3000 3. Nikon D4000 4. Nikon D5000 5. Nikon D6000 6. Nikon D7000 7. … Page: 1 2 3 4 5 … 78 • Digital Cameras – DSLR – Compact • Megapixels – 5 – 10 • Memory – SD – XD • Memory Capacity – 16Gb – 32Gb • Brand – Nikon – Canon PAGINATION
  86. 86. • rel="alternate" hreflang="x" • rel="next" and rel="prev" • rel="canonical" • noindex,follow • 301 • 404 (really!) Your Best Friends Helping you maintain a healthy, lean website.
  87. 87. Copyright (C) 2011, Dejan SEO – http://dejanseo.com.au Define: Product.
  88. 88. Copyright (C) 2011, Dejan SEO – http://dejanseo.com.au Re-Define: Product Product Title Generic product description supplied by manufacturer which describes product only vaguely and provides no additional information and value to other sites selling the same product. $120.00 + Shipping Product Image (ALT TAG) ADD TO CART
  89. 89. Copyright (C) 2011, Dejan SEO – http://dejanseo.com.au Re-Define: Product Unique Product Title Unique description designed to inform and educate buyer on both research and purchase decision level and enable them to make a decision while they are on your website. $120.00 + $20 Shipping Customer Rating: Seller Recommendations | Detailed Specifications Payment Methods | Shipping Options 12 of your friends recommend this. User Generated Content: - Social Media Sharing - Tips - Reviews - Recommendations Product Image (ALT TAG) + Gallery ADD TO CART Price Trends
  90. 90. Over-Optimisation • Inbound Links: Anchor Text • On-Page Tricks • Keyword Stuffing “Webmaster Guidelines” support.google.com/webmasters/bin/answer.py?hl=en&answer=35769
  91. 91. Link Schemes • Automated • Blog Networks • Spam • Mass-Scale ‘Clever’ Tactics “Why Link Schemes Fail” seomoz.org/ugc/why-link-schemes-fail
  92. 92. Poor UX • Ad placement • Navigation, Design & Layout “Page layout algorithm improvement” http://googlewebmastercentral.blogspot.com.au/2012/01/page-layout-algorithm-improvement.html
  93. 93. GETTING LINKSLink Magnets. •Link-worthy Content •Fun •Useful •Timely •Creative •Informative •Newsworthy •Controversial
  94. 94. Click Magnet Copyright (C) 2011, Dejan SEO – http://dejanseo.com.au
  95. 95. Link Magnet! Copyright (C) 2011, Dejan SEO – http://dejanseo.com.au
  96. 96. Collaborative Success SEO & The Marketing Mix SEO
  97. 97. Training Steps
  98. 98. Everyone PR Social PPC IT SEO Policy Corporate SEO Policy
  99. 99. http://phraseresearch.com/http://freshlinkfinder.com http://dejantools.com/

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