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Algo Proofing Your Website - PUBCON Las Vegas 2015

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Evolving for Long-Term Rankings Growth and Stability in Google Search Results

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Algo Proofing Your Website - PUBCON Las Vegas 2015

  1. 1. Algo Proofing Your Website Evolving for Long-Term Rankings Growth and Stability #Pubcon
  2. 2. Algo Proofing Your Website Who Am I? VP and Head of SEO at Angular (formerly Virante, Inc.) - a leading search marketing agency known for white-glove link development services, industry R&D, and their suite of innovative SEO tools, such as SEOAlarms, Remove’em, nTopic, PandaRisk, and more. Love discussing the latest trends and techniques in SEO, and teaching in search marketing training programs for corporate clients and major conferences. #dadfirst #seomakesmehappy #guitarlover #nerd #lovespaisleys #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall
  3. 3. http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall 0 10 20 30 40 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 1 0 1 7 2 8 1 2 2 4 8 19 35 17 15 4 Major Algorithm Updates Data Source Algo Proofing Your Website Algorithm Updates #Pubcon
  4. 4. https://www.google.com/insidesearch/howsearchworks/fighting-spam.html
  5. 5. Algo Proofing Your Website Algorithm Updates #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Image Credit: www.2varanasi.com
  6. 6. Algo Proofing Your Website Algorithm Updates Algo Proofing Your Website #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall
  7. 7. “So why do you think I should work for Google?” “Well, you would be working on the cutting edge. You would be exposed to the kind of technology you wouldn’t see anywhere else, cause we hid it in complicated patents and only apply the information when we feel like it. Superstring theory, chaos math, advanced algorithms.” “Ranking websites based on what I think is best?” “Well that’s one aspect” “C’mon that is what you guys do. You guys handle 25% of internet traffic in North America. You are bigger than Facebook, Netflix, and Twitter combined. “We don’t like to brag about that Jake, but you are exactly right. So the way I see it, the question isn’t why you should work for Google, the question is… Why shouldn’t you?” “Why shouldn’t I work for Google? That’s a tough one, but I’ll take a shot at it.” http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall #Pubcon Algo Proofing Your Website Google Job Interview
  8. 8. Let’s say I’m working at Google and someone puts an algorithm issue on my desk, something no one else can figure out, maybe I take a shot at it, and maybe I figure out a way to improve it. I’m real happy with myself because I did my job well. … But maybe that algorithm update identifies anchor text over optimization as a primary indicator of spammy techniques. Now Google sends out manual penalties to 1,000’s of small business websites that I never met or had any problem with, suddenly these entrepreneurs… the same guys we are trying to leverage to help build our economy, have their livelihood destroyed. The legal team and Matt Cutts don’t care, because they say “they had it coming” and ad revenue is up. Meanwhile, some of these families can’t pay for their house, it gets foreclosed, wrecks their credit for any near-future small business loan and they have to move to a slummy neighborhood where they get a divorce because one of them thought it was a good idea to buy links and they still argue about how they didn’t do anything different than RapGenius or Interflora other than be slightly less knowledgeable about what they were attempting to do. http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall #Pubcon Algo Proofing Your Website Why Shouldn’t I Work for Google?
  9. 9. Algo Proofing Your Website cha·os noun complete disorder and confusion. cha·os the·o·ry noun the branch of mathematics that deals with complex systems whose behavior is highly sensitive to slight changes in conditions, so that small alterations can give rise to strikingly great consequences. Chaos Theory #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall
  10. 10. Algo Proofing Your Website Chaos Theory Sensitivity to initial conditions Site structure Search queries Incoming links Topological Mixing Content Engagement Signals Inbound Links #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall
  11. 11. https://www.google.com/insidesearch/howsearchworks/algorithms.html
  12. 12. Did you read the quality guidelines? angular.marketing/google-smg … the full guideline? angular.marketing/google-smg-full
  13. 13. Algo Proofing Your Website Inconsistency with Guidelines Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you'd feel comfortable explaining what you've done to a website that competes with you, or to a Google employee. Any links intended to manipulate PageRank or a site's ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines. #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall
  14. 14. Algo Proofing Your Website Hypocrisy #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall
  15. 15. Image Credit: somewhere on blogspot… they probably stole it Algo Proofing Your Website #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall
  16. 16. Algo Proofing Your Website Chaos = Opportunity #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall
  17. 17. Algo Proofing Your Website #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Luck = Preparation + Opportunity Rankings = (Relevance + Authority) + Intent
  18. 18. Algo Proofing Your Website Purpose of the Algorithm #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall The common principal: More Relevant && More Authority Content Links
  19. 19. Algo Proofing Your Website Quality Content #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Quality CONTENT matters! UNIQUE - Implement rich snippets, schema… RELEVANT- Topical relevancy… finding user intent AUTHORITY – Share and Create content in social
  20. 20. Algo Proofing Your Website Great Content #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Each Page is Unique with Distinct Purpose
  21. 21. Algo Proofing Your Website Great Content #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Follow the Panda Guidelines to Make Your Content Better • Was this content written by experts? • Would you consider this content trustworthy? • Is this page an authority on the issue? • Would you see this content in print? • Are there any obvious errors on the page?
  22. 22. Algo Proofing Your Website Unique Content #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Image Credit: www.highervisibility.com Rich snippets, microdata, Schema.org Article Markup Better user experience, increased click through rates
  23. 23. Algo Proofing Your Website Unique Content #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall http://www.google.com/webmasters/tools/richsnippets
  24. 24. Algo Proofing Your Website User Generated Content #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Your content should prove your users are engaged! Make your audience sneezers, marketing your product/content for you…. Hello social media!
  25. 25. Algo Proofing Your Website Relevant Content #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall What is the intent of search? Do you know what personas you are targeting… ? Does it match the persona of those performing search? Are you fresh? Do you have geo-indicators in content? Do they want an answer, list of ideas, product to buy?
  26. 26. Algo Proofing Your Website Helpful Content #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Can you Improve? Leverage Search Console Data for low- hanging fruit!
  27. 27. Algo Proofing Your Website Relevant Content #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Are you topically relevant? Could you remove your target keyword from your page, and still know exactly what you are talking about?
  28. 28. Algo Proofing Your Website #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall
  29. 29. Algo Proofing Your Website Authoritative Content #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Do #RCS “Real Company Shit” -- Wil Reynolds Have authorities write your content
  30. 30. Algo Proofing Your Website Always Be Conscious #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Always Be Conscious
  31. 31. Algo Proofing Your Website Always Be Conscious #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall
  32. 32. Algo Proofing Your Website Linkbuilding Works #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall If Content is King… Links are Queen…
  33. 33. Algo Proofing Your Website #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall … Sometimes she wears the pants. Image Credit: www.drawception.com
  34. 34. Algo Proofing Your Website Stop Spamming #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Quality LINKS matter! BRAND - Engagement with company, citations PEOPLE - Social Media, inspire conversation DIVERSITY - Diversity in anchor text, strategies, etc
  35. 35. Algo Proofing Your Website Always Brand Conscious #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Always Brand Conscious
  36. 36. Algo Proofing Your Website Link Building #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Value Proposition Prospecting Outreach
  37. 37. Algo Proofing Your Website Be Diverse #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Low volume of linking from different types of sources • Links from major news/publications…. You are worthy • Links from old content…. You are an improvement • Links from fresh content…. You are present/timely • Links from broken link building… You replace old authorities • Links from resource link building…. You are useful
  38. 38. Algo Proofing Your Website Be Diverse #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Good Links are Indistinguishable from Good Marketing
  39. 39. Algo Proofing Your Website Stay out of the Shade #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Proactive at pruning bad/spammy links Anchor text diversity and commitment to brand is critical to avoid Penguin and other algorithmic pattern detection. To Do: http://www.removeem.com/ratios.php
  40. 40. Algo Proofing Your Website Purpose of the Algorithm #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Image Credit: www.mybloggerlab.com ?
  41. 41. Image Credit: www.steve-dale.net/ Algo Proofing Your Website Be Smarter… Evolve #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall
  42. 42. http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall #Pubcon Algo Proofing Your Website If you can’t evolve
  43. 43. Are you this smart? http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall #Pubcon Algo Proofing Your Website Good Will Hunting
  44. 44. Angular.Marketing www.seoalarms.com www.ntopic.org www.pandarisk.com www.removeem.com www.outreachapp.com www.penguinanalysis.com http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall

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