(Part 4 of 6) Top Google ranked "Search engine optimization expert" @Rob Bertholf shares his insight on improving your search engine placement and content marketing success. Desired takeaways include understanding how to increase rankings through various SEO tactics.

1. @Rob Bertholf
Convent Validation &
Off-site SEO __
@Rob on...

2. @Rob Bertholf
WiFi Access
Login:
________
Password:
________

3. @Rob Bertholf
@Rob
HELLOmy name is

4. @Rob Bertholf
@Rob’s Experience

5. @Rob Bertholf
@Rob’s Geek Cred
@Rob
WordPress
Plugin
Developer
<>
#IRC Operator
@Zeppo
Former
Board of
Directors
Information Management
Staff Sergeant
US Air Force
Software as a Service
Architect / Growth Hacker
CC Creative
Commons
Contributor
Wikipedia
Editor
PATENT APPLICATION
#US20060294199
Systems &
Methods for a
Standard Web
Platform

6. @Rob Bertholf
Search Engine Optimization Expert
Google Search Engine Optimization Expert
@Rob Bertholf | Search Engine Optimization Expert
rob.bertholf.com
Hi, I’m @Rob on Twitter. California guy living in
Honolulu, Hawaii the last 10 years. I teach at
University of Hawaii’s PNM program and I am
passionate about Development, Social Marketing
Strategy, Web Analytics & Conversion optimization.
Search engine optimization - Wikipedia
en.wikipedia.org/wiki/Search_engine_optimization
About 22,500,000 Results

7. @Rob Bertholf
Get Social! #UHPNM
Pacific New Media
@pacificnewmedia
Follow @PacificNewMedia
Excited to speak at #Clarity15
on #SEO #KPI’s & Reporting!
Rob Bertholf
@Rob
Follow @Rob
Excited to speak at #UHPNM
on #SEO & #ContentMarketing!

8. @Rob Bertholf
Introductions
:)
HELLOyour name is
1) Name
2) Industry
3) Takeaway

9. @Rob Bertholf
● SEO Ranking Factors
● Linkbuilding Methods
Desired Takeaways

10. @Rob Bertholf
Refresher:
Ranking Factors __

11. @Rob Bertholf
Content
Marketing
Infrastructure
Architecture
Copy
Distribution
Validation
Engagement

12. @Rob Bertholf
The SEO Pendulum
Trust What You Say
(On-Page)
Trust What Others Say
(Off-Page)
Search Engine Trust
2005
2010
2015

13. @Rob Bertholf
Relevance Trust Performance
Keyword Ranking ≈

14. @Rob Bertholf
Trust ≈
Page
Authority
Link
Signals
Social
Signals
Domain
Security

15. @Rob Bertholf
Page Authority ≈
Domain
Authority
Internal
Links
Page
Authority
Outbound
Links
Internal Links
*Oversimplified
External Links

16. @Rob Bertholf
PR(A) = (1-d) + d (PR(T1)/C(T1) +
... + PR(Tn)/C(Tn))
PageRank
Algorithm

17. @Rob Bertholf
PageRank
The theory was idealistic but also quite naive. The
underlying assumption was the more important
websites are likely to receive more links from other
websites.
PageRank works by counting the number and
quality of links to a page to determine a rough
estimate of how important the website is.

18. @Rob Bertholf
Each page has a notion of its own
self-importance.
That’s “PR(T1)” for the first page in the web all the
way up to “PR(Tn)” for the last page
PR(Tn)

19. @Rob Bertholf
C(Tn)
Each page spreads its vote out evenly amongst all
of its outgoing links.
The count, or number, of outgoing links for page 1
is “C(T1)”, “C(Tn)” for page “n”,
and so on for all pages.

20. @Rob Bertholf
PR(Tn)/C(Tn)
So if our page (page A) has a backlink from page
“n” the share of the vote page A will get is
PR(Tn) / C(Tn)

21. @Rob Bertholf
Dampening d(...
All these fractions of votes are added together
but, to stop the other pages having too much
influence, this total vote is “damped down” by
multiplying it by the factor “d”

22. @Rob Bertholf
PageRank is like a
popularity contest.
The more votes the
greater the popularity.

23. @Rob Bertholf
Friends of Popular
People are Popular

24. @Rob Bertholf
A
3%
D
3.9%
1.6
%
1.6
% 1.6
%
1.6
%
F
3.9%
C
34.3%B
38.4%
1.6
%
E
8.1%

25. @Rob Bertholf
H
F
C
B
G
E
Homepage
About
Services
Blog
Contact
PageRank spreads across
pages not just domains

26. @Rob Bertholf
Page A (1.0)
Page B (1.0)
Page C (1.0)
Page D (1.0)
Average PR 1.0

27. @Rob Bertholf
Page A (1.49)
Page B (0.78)
Page C (1.58)
Page D (0.15)
Average PR 1.0
PR(A) = (1-d) + d * (0)
= 0.15

28. @Rob Bertholf
Direct Indirect
vs.

29. @Rob Bertholf
Directly resulting in links
● Asset Buildout (Start with what you control)
● Link Reclamation
● Guest Blogging (Authoritative Sites)
● Neutralize Competitors
● Links for Kindne$$

30. @Rob Bertholf
Indirect actions can result in links
● Passive:
○ Create Linkbait (10x content, infographics)
○ Get Creative (Widgets, Apps, Sponsors)
● Active:
○ Promote Content via Social & Forums

31. @Rob Bertholf
Create Linkbait

32. @Rob Bertholf
Gain links
indirectly by
creating value

33. Created Value,
Got Authority

34. @Rob Bertholf
What is valuable to
our audience?

35. Finding our
Greatness
Our
Passion
Customer
Solution
Our
Differentiation

36. @Rob Bertholf
Be Smart

37. @Rob Bertholf
Get Smart
● Build upon content that has worked
● Check analytics

38. @Rob Bertholf
Create
De Facto
Content

39. @Rob Bertholf
Authority Pages
● Key Employees (Reference in media)

40. @Rob Bertholf
Curate
● Quotes
● Lists

41. @Rob Bertholf
Promote
Content

42. @Rob Bertholf
Participate = Visibility
● Participate - Conversion oriented forum
marketing.
● Ask - Here is some content you may enjoy

43. @Rob Bertholf
Get
Creative

44. @Rob Bertholf
Social
● Post links to your article on every social
network of which you are a member.
● Post your link to relevant LinkedIn groups that
you’re a member of.
● Submit your posts to Reddit.
● Submit your posts to StumbleUpon.
● Submit your posts to GrowthHackers.com
● Send DMs to people whom you mention or link

45. @Rob Bertholf
Tools & Apps
● Tools
● Widgets
How can we bring value?

46. @Rob Bertholf
Embeddable Media
● Infographics
● Presentations

47. @Rob Bertholf
Link Acquisition

48. @Rob Bertholf
Asset
Buildout

49. @Rob Bertholf
Available Profiles

50. @Rob Bertholf

51. @Rob Bertholf
Link
Reclamation

52. @Rob Bertholf
Broken Link Strategy
Which pages are gone but had lots of inbound
links?

54. @Rob Bertholf
Unlinked Mentions
autoanything OR autoanything.com -site:autoanything.com

56. @Rob Bertholf
Ask!

57. @Rob Bertholf
Resource Pages
inurl:resources auto accessories

59. @Rob Bertholf
Links Pages (Cautious)
inurl:links auto

61. @Rob Bertholf
Guest
Blogging

62. @Rob Bertholf
Guest Blogging
● Leverage our content to benefit other sites
● Gain backlink in exchange for content

63. @Rob Bertholf
Neutralize
Competitors

71. @Rob Bertholf
Domain Reanimation

72. @Rob Bertholf
Reanimation
●

73. @Rob Bertholf
Get
Generous

74. @Rob Bertholf
Get Generous
● Sponsorships
● Scholarships

75. @Rob Bertholf
Appeal to Ego
● Expert Roundups

76. @Rob Bertholf
7 Steps to Increasing
Web Page Ranking

77. @Rob Bertholf
7 Ways to Rank
1. Check Feasibility
2. Check Intent
3. Check Internal Linking
4. Stand Out
5. Learn from Performance
6. Nullify Competition
7. Validate your Content

78. @Rob Bertholf
1. Develop an asset network through which to
distribute content.
2. Creating high quality content and share it
through asset network.
3. Create guest blogging partnerships.
4. Reach out to websites that are listing brand
mentions but are not linking.
5. Use tools to acquire previously untapped link

79. @Rob Bertholf
Link Validation

80. @Rob Bertholf

81. @Rob Bertholf
Recap __

82. @Rob Bertholf
Questions?

83. @Rob Bertholf
Thank you!
@rob
rob@bertholf.com

84. @Rob Bertholf
What were your thoughts?
Please tweet:
“Just finished #SEO fundamentals course with
@Rob. It was _________”