Smx advanced 2011


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Smx advanced 2011

  1. 1. SMX Advanced 2011 Update <br />
  2. 2. Google Announcement<br />rel=“author”<br />Attributes article to correct author<br />Currently Intra-domain, Cross-domain coming<br />Continues Google’s progression of changing value attribution<br />On page -> Links (webmaster votes) -> Social shares (user votes) -> Social sharing profile -> Author profile<br />
  3. 3.<br />Joint project between Google, Bing, and Yahoo<br />Allows content to be marked up semantically<br />For structured data like addresses, events, reviews, books, etc. <br />Full list at<br />Will replace RDFa and Microformats<br />Implement during rebuilds and new site builds<br />
  4. 4. Facebook<br />Only 2% of Fans ever return to a page<br />Purpose of pages should be Likes, almost exclusively. <br />PageLever is a good tool for FB landing pages and analytics<br />Only 10% of your fans may see any update<br />How an update appears on the Newsfeed is determined by EdgeRank<br />EdgeRank: affinity score, time decay, and a baseline for type of content<br />Pics and videos are better than manual posts which are better than auto posts<br />Ask in posts for people to answer simple questions<br />Mobile defaults to most recent so time important posts<br />
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  6. 6. Facebook for SEO<br />Mostly affects Bing<br />Make sure FB pages have links back to site and CTA<br />To get the page to rank - links, brand mentions, likes<br />Mashable and TechCrunch have the best like/share buttons<br />All comments count (not quality of comments). Ask lots of questions.<br />Use on page implementations with faces where possible<br />
  7. 7. Periodic Table of SEO<br />Survey of what factors affect SEO<br />Data was correlation not causation<br />Big controversy over Facebook shares, highly correlated, Google says not effect<br />Link hubs very strong correlation <br />Proximity to home pages has strong correlation<br />Number of AdSense blocks does not seem to have an effect<br />Unique links count far more than link counts<br />Not many other surprises<br />
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  9. 9. Google Survivor Tips<br />Google moving to social sharing and user behaviour signals<br />Survey users that come from SERPS to determine their intent<br />Page engagement matters, make pages that convert<br />SEOs need to become conversant with usability <br />Stay on topic on the site / page and be diverse off the page (links/social)<br />Focus on diverse anchor text to specific deep pages<br />
  10. 10. Link Building on Steroids<br />Several good research tool recommendations<br />Start local. Reach out to bloggers. Sponsor local events. <br />Build trust when doing outreach. Publicize associations, as seen on, where we’ve been quoted.<br />Talk about exclusives. Exclusive data, events, news, news about ad breaking.<br />Use date embargoes for multiple sources<br />Focus on high value links and others will follow<br />Sell that we have the traffic and data. Eg 40-50% of bf traffic<br />Buy ppc ads on terms writers will be searching. Eg black Friday shopping trends.<br />
  11. 11. Really Complicated SEO Infrastructure<br />Lots more about<br />Unintentional cloaking. By referring URL, happens through a/b testing<br />Really long redirect chains. Lead to link dilution and longer time to first byte<br />Just plain avoid IIS<br />Watch for IDS blocking Googlebot<br />… also attended a very in depth local session that will be useful when we develop and other metro domains<br />
  12. 12. More Info…<br />Come see me anytime <br />Coming soon – SEO 101<br />Breakout sessions / Lunch and Learns<br />SEO and Social<br />SEO Architecture<br />SEO for Content<br />