Off-Site SEO Presented by:
About Me <ul><li>I began marketing online in 1999, after accumulating nearly 4000 software titles in a new & used computer...
About This Preso <ul><li>My ideas on off-site SEO </li></ul><ul><li>My ideas on BH v. WH  </li></ul><ul><li>Picking some l...
Off-Site SEO is... <ul><li>Social </li></ul><ul><li>Branding </li></ul><ul><li>Credibility </li></ul><ul><li>Google </li><...
Social <ul><li>If you‘re not somewhat socialized by now... </li></ul><ul><li>Social signals will continue to affect rankin...
Branding IS Social <ul><li>Create company profile pages too – just like local “citations“,  these are good too. </li></ul>...
Branding IS Social IS Credibility <ul><li>You have to be who you say you are, and you have ways to prove it. </li></ul><ul...
Google <ul><li>Google wants to be “the“ trusted authority </li></ul><ul><li>They want to charge us for the priviledge  </l...
Google <ul><li>“ Brute Force is dead“ </li></ul><ul><ul><li>Greg Boser, 2011 Pubcon Las Vegas  </li></ul></ul><ul><li>All ...
Look at the Microdata in SERPS
Google <ul><li>I think the visual effect of all this Microdata, schema.org, rel=author stuff has made it obvious where we‘...
 
What else will be “Google Trusted“? <ul><li>Google is being sued by  </li></ul><ul><li>Buysafe.com over this  </li></ul><u...
Google Trusted Photographers <ul><li>Portland is now one of 14 test cities for this Google Maps  / Places (+?) program  </...
Google Trusted Photographers <ul><li>(Ours is here now - Thomas Hayden) </li></ul>
Get Trusted With Google <ul><li>STOP trying to scam Google into thinking you‘re something you‘re not.  From domain name re...
Off-Site SEO <ul><li>Social </li></ul><ul><li>Branding </li></ul><ul><li>Credibility </li></ul><ul><li>Google </li></ul><u...
Off Site SEO = LINKS <ul><li>There are tons of different types of links, and I believe that all of them still have some so...
My “A“ link definitions <ul><li>Tier one press / media </li></ul><ul><li>Top universities </li></ul><ul><li>National chari...
My “B“ link definitions <ul><li>Like A list, but smaller or local </li></ul><ul><li>Local schools  - Private schools </li>...
My “C“ link definitions <ul><li>Crappy Links (aside from buying) </li></ul><ul><ul><li>Article directories* </li></ul></ul...
My “D“ link definitions <ul><li>Damn crappy links </li></ul><ul><ul><li>Blog networks – Wow, some are pretty bad </li></ul...
 
My “F“ link definitions <ul><li>Crap – There‘s tons of automation tools out there, and most get abused by fools. </li></ul...
So How Do You Get The Links?
Getting A and B links is  easy  if you... <ul><li>Do something remarkable </li></ul><ul><li>Give away the farm </li></ul><...
Unfortunately <ul><li>Clients seldom invest in anything linkworthy so SEO‘s get lazy and rely on C level links </li></ul><...
How Else Can You Get Links?
Low Hanging Fruit: Identify & Obtain Common Backlinks <ul><li>Those that link to other good ranking sites should link to y...
Identify & Obtain Common Backlinks <ul><li>Sort of like old Hubfinder from Aaron Wall </li></ul><ul><li>No reason to stop ...
Majestic SEO Clique Hunter <ul><li>Add your domain, and up to 9 competitors </li></ul><ul><li>Push a button, and see resul...
Majestic SEO Clique Hunter
Majestic SEO Clique Hunter <ul><li>Export the list </li></ul><ul><li>Sort by links to each domain </li></ul><ul><li>Remove...
Majestic SEO Clique Hunter <ul><li>Majestc SEO slide video w/  exact steps </li></ul>
More Low Hanging Fruit <ul><li>Fix your 404 inbound links for @#$!s sake!  </li></ul><ul><li>Look at your stats, see where...
What about getting REAL good links?
Getting A and B links (This session has homework) <ul><li>101 ways to Build Links Fast  – Aaron Wall - SEOBook </li></ul><...
New Link Opportunity Tool   Citation Labs  <ul><li>Garret French of Ontolo & Darren Shaw of Whitespark  http://linkprospec...
My last tip for “Good Links“ <ul><li>When using the reciprocity method, take it a step further. </li></ul><ul><li>When you...
What else can you do?  Why not get  existing links  indexed?
Existing Backlinks <ul><li>There are often crappy links to your site all over the place even if you‘ve done nothing. </li>...
Sources of backlinks  <ul><li>Old seo reports </li></ul><ul><li>Referral traffic in Analytics </li></ul><ul><li>Harvest yo...
Majestic SEO
Majestic SEO Fresh Index
Majestic SEO Historic Index
Fresh & Historic Index <ul><li>SEMpdx “lost“ 77,000 links, from 2500 domains </li></ul><ul><li>Surely many of them are sti...
Why Not Help them Along? <ul><li>Get them indexed! </li></ul><ul><li>The links are already there, (and some of them might ...
Action Item: Get your URL lists in plain text
Get them Indexed <ul><li>URL‘s can sorta be forced into the index </li></ul><ul><li>Lists of URLs can be made into RSS fee...
Get your URL lists in plain text <ul><li>Do a full report (excluding nothing) from Majestic SEO‘s HISTORIC index </li></ul...
What can you DO with lists of URLs?
I‘ll show you in a few minutes <ul><li>First, realize there are some ethical decisions that only you  or your client  can ...
“ Black Hat“ <ul><li>I am not a blackhat by anyones definition, and have not done anything (since 2007 ;) that I‘m remotel...
“ Google is Not your Mother“ <ul><li>Google offers Webmaster “Guidelines“  </li></ul><ul><li>Guidelines are not laws </li>...
Black vs White <ul><li>Debate has raged since SEO began  </li></ul><ul><li>Crusaders, zealots and whiners on both sides </...
Black & White <ul><li>Read  the post  and the 119 comments </li></ul><ul><li>Controversial, and it many valid points </li>...
Black & White <ul><li>Rand responded with a great post –  read it   </li></ul><ul><li>The diversity of comments/opinions i...
White Hat <ul><li>My own definition of “black hat“ is pretty specific – Illegal. </li></ul><ul><li>There are also plenty o...
White Hat <ul><li>This advanced audience of adults knows there are a gazzillion shades of right and wrong not just in SEO,...
Read the post Is this black hat? Really?
THIS is Black Hat!
ETFD.org #1 - Buy Viagra Online
Redirects to USA Trusted Medstore.com
ETFD.org
ETFD.org
“ Innocent“ Sites get forums installed!
<ul><li>th </li></ul>This is one of the many forums at and was likely done with the  darkest of all software called Xrumer…
To me, THAT‘s Black hat! <ul><li>So what can you do with the URL lists of pages with links you want indexed?  </li></ul><u...
Get them Indexed <ul><li>Lists of URLs can be made into RSS feeds </li></ul><ul><li>WH Objection – Why do you need an RSS ...
Get them Indexed <ul><li>The RSS feeds can be submitted at literally hundreds of sites... </li></ul><ul><li>WH Objection –...
Get them Indexed <ul><li>URLs can be queried at thousands of other sites, like... </li></ul><ul><li>WH Objection: Ummm... ...
Get them Indexed <ul><li>URLs can be bookmarked & shared manually, but there are software and services too.  </li></ul><ul...
There is No Shortage of Evil Software <ul><li>Tons of automation tools are out there, and most get abused by idiots. </li>...
So, when we tried em... <ul><li>We found some serous time saving tools for account creations, profile creations, e-mail ve...
Scrapebox  <ul><li>I maintain that there ARE often legitimate uses for this software... for example: </li></ul><ul><li>RSS...
Scrapebox  <ul><li>RSS Submissions </li></ul><ul><li>Scrapebox does RSS submissions to RSS aggregators who do welcome thes...
Scrapebox  <ul><li>Pinging </li></ul><ul><li>Scrapebox offers the abiility to “ping“ lists of URL‘s, Pinging is “telling“ ...
Scrapebox  <ul><li>Find Blogs that Don’t Care  </li></ul><ul><li>Believe it or not, some sites take any and all comments, ...
Scrapebox  <ul><li>Mass Server Response  </li></ul><ul><li>Scrapebox will let you put in a list of URL‘s of unlimited size...
Scrapebox  <ul><li>Software like this is considered “black hat“ because has been used by greedy fools, yet Google rewards ...
How about Creating More C & D links?  <ul><li>Still worth it?  </li></ul><ul><li>Don‘t bother?  </li></ul><ul><li>Do it if...
How about Creating More C & D links  Experts disagree,  especially on spinning! Imagine that...
How about Creating More C & D links?  <ul><li>Good SEO‘s know this crap is a waste of time </li></ul><ul><li>Good SEO‘s sh...
How about Creating More C & D links  <ul><li>Some of us though, do need links, and until Google stops counting them, we go...
Take Aways  <ul><li>Learn about Schema.org and implement rel=googletrusted (I made that up – or did I?) </li></ul><ul><li>...
Thank You  <ul><li>Contact me (Scott Hendison) </li></ul><ul><li>[email_address] </li></ul><ul><li>Please Follow and Like ...
Oh wait, I have the first question: <ul><li>How does a WH compete against this?  </li></ul>
Thank You  <ul><li>Contact me (Scott Hendison) </li></ul><ul><li>[email_address] </li></ul><ul><li>Please Follow and Like ...
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Off-Site SEO - SearchFest 2012 - Scott Hendison

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This large batch of slides deals first with credibility factors, then gets into links, then into getting those links indexed.

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Off-Site SEO - SearchFest 2012 - Scott Hendison

  1. 1. Off-Site SEO Presented by:
  2. 2. About Me <ul><li>I began marketing online in 1999, after accumulating nearly 4000 software titles in a new & used computer and software store </li></ul><ul><li>In 2004 I formed Search Commander, Inc. and moved to full time SEO consulting </li></ul><ul><li>In 2007, I started SEO Automatic, now with nearly 3000 members worldwide. </li></ul><ul><li>I‘m one of the founding board members of SEMpdx, and I‘m honored to be speaking here. </li></ul>
  3. 3. About This Preso <ul><li>My ideas on off-site SEO </li></ul><ul><li>My ideas on BH v. WH </li></ul><ul><li>Picking some low hanging fruit </li></ul><ul><li>Making more out of what you‘ve already got </li></ul><ul><li>A few automation tools that may cause some of you to shun me and lose any respect you might have had, just for even mentioning . </li></ul>
  4. 4. Off-Site SEO is... <ul><li>Social </li></ul><ul><li>Branding </li></ul><ul><li>Credibility </li></ul><ul><li>Google </li></ul><ul><ul><li>Authors = (you) </li></ul></ul><ul><ul><li>Publishers = (your business entity) </li></ul></ul><ul><li>And of course, links. </li></ul>
  5. 5. Social <ul><li>If you‘re not somewhat socialized by now... </li></ul><ul><li>Social signals will continue to affect rankings more and more (echo echo echo) </li></ul><ul><li>Google+, FB, Twitter, Linked-In & Pinterest* </li></ul><ul><li>Actually LET employees spend a little time </li></ul><ul><li>Corporations are people too – even the supreme Court says so! </li></ul>
  6. 6. Branding IS Social <ul><li>Create company profile pages too – just like local “citations“, these are good too. </li></ul><ul><li>You must get socialized as a company too, even if you‘re not active. </li></ul><ul><li>Bare minimum is Google+, FB and Linked-In </li></ul><ul><li>Use Knowem.com to mass check </li></ul>
  7. 7. Branding IS Social IS Credibility <ul><li>You have to be who you say you are, and you have ways to prove it. </li></ul><ul><li>Join chambers of commerce, charities, neighbohood associations, any and all organizations that will have you. </li></ul><ul><li>Think “local“ but think global too. </li></ul><ul><li>Put together a “swap file“ press kit or hire a PR agency – (PR firms are the new SEO‘s) </li></ul>
  8. 8. Google <ul><li>Google wants to be “the“ trusted authority </li></ul><ul><li>They want to charge us for the priviledge </li></ul><ul><li>Their goal is to make money on every single search. That‘s what businesses do. </li></ul><ul><li>We are beta testers just like we are with MS </li></ul>
  9. 9. Google <ul><li>“ Brute Force is dead“ </li></ul><ul><ul><li>Greg Boser, 2011 Pubcon Las Vegas </li></ul></ul><ul><li>All about trust – Goes Google trust you? </li></ul><ul><li>Look at rich snippets ( Schema.org ) </li></ul><ul><li>Look at the impact of rel=author & more on how the SERPS look for any given search </li></ul>
  10. 10. Look at the Microdata in SERPS
  11. 11. Google <ul><li>I think the visual effect of all this Microdata, schema.org, rel=author stuff has made it obvious where we‘re heading... </li></ul><ul><li>How long before Google simply wants more profit? </li></ul>
  12. 13. What else will be “Google Trusted“? <ul><li>Google is being sued by </li></ul><ul><li>Buysafe.com over this </li></ul><ul><li>(Funny how a search for </li></ul><ul><li>“ Google trusted“ doesn‘t </li></ul><ul><li>show that on page 1, huh?) </li></ul><ul><li>Are SEOs next? Plumbers? </li></ul><ul><li>This program is optional... for now? </li></ul>
  13. 14. Google Trusted Photographers <ul><li>Portland is now one of 14 test cities for this Google Maps / Places (+?) program </li></ul><ul><li>NOT associated with that logo – yet? </li></ul>
  14. 15. Google Trusted Photographers <ul><li>(Ours is here now - Thomas Hayden) </li></ul>
  15. 16. Get Trusted With Google <ul><li>STOP trying to scam Google into thinking you‘re something you‘re not. From domain name registrations to IP addresses, they know who you are. </li></ul><ul><li>Create your company Google Plus page (Isn‘t Plus the new Places?) and implement Microdata by reading at Schema.org (wrong session) </li></ul><ul><li>I‘m encouraging client employees to all get Google+ profiles and the company gets one too. Same as FB. (I‘ve always engouraged FB timewasting breaks too) </li></ul><ul><li>I believe Google wants to be the world authority on... </li></ul><ul><li>Trust – Credibility - Transparency – Verification </li></ul>
  16. 17. Off-Site SEO <ul><li>Social </li></ul><ul><li>Branding </li></ul><ul><li>Credibility </li></ul><ul><li>Google </li></ul><ul><ul><li>Authors = (you) </li></ul></ul><ul><ul><li>Publishers = (your business entity) </li></ul></ul><ul><li>Aside from “trust“ you still need links, at least for now and the immediate future... </li></ul>OK, that‘s enough of THAT!
  17. 18. Off Site SEO = LINKS <ul><li>There are tons of different types of links, and I believe that all of them still have some sore of value / use. </li></ul><ul><li>I classify links into 5 different categories, rated on a scale of A to F. </li></ul><ul><li>A = Awesome, F= F***ing embarrassing, etc. </li></ul><ul><li>Clients want “A“ quality links of course, but seldom deserve them, nor understand why. </li></ul><ul><li>Clients want GOOD links </li></ul>
  18. 19. My “A“ link definitions <ul><li>Tier one press / media </li></ul><ul><li>Top universities </li></ul><ul><li>National charities </li></ul><ul><li>Manufacturers </li></ul><ul><li>Distributors </li></ul><ul><li>National organizations </li></ul><ul><li>Industry authority sites </li></ul><ul><li>Why should they bother linking to you? </li></ul>
  19. 20. My “B“ link definitions <ul><li>Like A list, but smaller or local </li></ul><ul><li>Local schools - Private schools </li></ul><ul><li>Smaller charities </li></ul><ul><li>Relevant respected organizations - EPCC? </li></ul><ul><li>Industry authority sites </li></ul><ul><li>Influential author blogs & SM accounts </li></ul><ul><li>Why should they link to you? Not paid links? </li></ul>
  20. 21. My “C“ link definitions <ul><li>Crappy Links (aside from buying) </li></ul><ul><ul><li>Article directories* </li></ul></ul><ul><ul><li>Web 2.0 properties* </li></ul></ul><ul><ul><li>Bookmarking Sites* </li></ul></ul><ul><ul><li>RSS sites </li></ul></ul><ul><ul><li>Press release sites* </li></ul></ul><ul><ul><li>Social networks* </li></ul></ul><ul><ul><li>Forums* </li></ul></ul><ul><ul><li>Doc sharing sites, link wheels, and so on. </li></ul></ul><ul><ul><li>* There can even be decent ones! </li></ul></ul>
  21. 22. My “D“ link definitions <ul><li>Damn crappy links </li></ul><ul><ul><li>Blog networks – Wow, some are pretty bad </li></ul></ul><ul><ul><li>Tier 2 (and lower) web 2.0 sites </li></ul></ul><ul><ul><li>Tier 2 (and lower) article directories </li></ul></ul><ul><ul><li>Blog commenting* </li></ul></ul><ul><ul><li>Forum & other profiles </li></ul></ul><ul><ul><li>Link farms and schemes </li></ul></ul><ul><ul><li>Footer & sidebar links </li></ul></ul><ul><li>These and F links can get you emails like this... </li></ul>
  22. 24. My “F“ link definitions <ul><li>Crap – There‘s tons of automation tools out there, and most get abused by fools. </li></ul><ul><ul><li>SE Nuke X </li></ul></ul><ul><ul><li>Magic Submitter </li></ul></ul><ul><ul><li>Article Marketing Robot </li></ul></ul><ul><ul><li>Ultimate Demon </li></ul></ul><ul><ul><li>EVO – Brute Force SEO </li></ul></ul><ul><ul><li>WP Robot & lots lots more </li></ul></ul><ul><li>There‘s a crapload of crap for creating more crap, and o nly a fool would believe their claims. </li></ul>
  23. 25. So How Do You Get The Links?
  24. 26. Getting A and B links is easy if you... <ul><li>Do something remarkable </li></ul><ul><li>Give away the farm </li></ul><ul><li>Make national news </li></ul><ul><li>Cure a disease </li></ul><ul><li>Discover a new planet </li></ul><ul><li>Invent something </li></ul><ul><li>Create a brand new product or market </li></ul><ul><li>Easy if you produce something LINKWORTHY! </li></ul>
  25. 27. Unfortunately <ul><li>Clients seldom invest in anything linkworthy so SEO‘s get lazy and rely on C level links </li></ul><ul><li>Occasionally they stoop lower (surprise!) </li></ul><ul><li>Examine your competition </li></ul><ul><li>Determine what they‘re doing and how </li></ul><ul><li>It‘s not hard with tools like OSE and Majestic </li></ul><ul><li>Without paid subscriptions to advanced research tools, you are doomed to fail. </li></ul><ul><li>So... </li></ul>
  26. 28. How Else Can You Get Links?
  27. 29. Low Hanging Fruit: Identify & Obtain Common Backlinks <ul><li>Those that link to other good ranking sites should link to you, and often are easy ones. </li></ul><ul><li>While not “advanced“ per se, this tactic is invariably overlooked whenever we look at new client sites. </li></ul><ul><li>There are other tools for this, but we prefer Majestic SEO because it lets you check 10. </li></ul>
  28. 30. Identify & Obtain Common Backlinks <ul><li>Sort of like old Hubfinder from Aaron Wall </li></ul><ul><li>No reason to stop with the page one competitors </li></ul><ul><li>You can do up to 9 domains at a time, so can easily create a big list. </li></ul><ul><li>The process for obtaining links from these sites is usually obvious, so it can be assigned to (nearly) anyone you like. </li></ul>
  29. 31. Majestic SEO Clique Hunter <ul><li>Add your domain, and up to 9 competitors </li></ul><ul><li>Push a button, and see results </li></ul><ul><li>Easy bolded visual reference w/ export </li></ul>you
  30. 32. Majestic SEO Clique Hunter
  31. 33. Majestic SEO Clique Hunter <ul><li>Export the list </li></ul><ul><li>Sort by links to each domain </li></ul><ul><li>Remove sites that already link to you </li></ul><ul><li>Sort by # of links, then by Alexa Rank </li></ul><ul><li>You get a well sorted and prioritied list in literally no time. </li></ul>
  32. 34. Majestic SEO Clique Hunter <ul><li>Majestc SEO slide video w/ exact steps </li></ul>
  33. 35. More Low Hanging Fruit <ul><li>Fix your 404 inbound links for @#$!s sake! </li></ul><ul><li>Look at your stats, see where they‘re coming from, and put in 301‘s. </li></ul><ul><li>WP Plugin - 404 Redirected – 301‘s to the closest relevant page </li></ul>
  34. 36. What about getting REAL good links?
  35. 37. Getting A and B links (This session has homework) <ul><li>101 ways to Build Links Fast – Aaron Wall - SEOBook </li></ul><ul><li>Links & Traffic from Trending topics SEJ </li></ul><ul><li>The Reciprocity Method – Melanie Nathan SEP </li></ul><ul><li>Broken Linkbuilding - Wil Reynolds – SEER Interactive </li></ul><ul><li>Professionals Guide to Linkbuilding – SEOmoz </li></ul><ul><li>Content is How You Scale Linkbuilding - Todd McDonald RKG </li></ul><ul><li>Long Tail Linkbuilding – Explicitly.me </li></ul><ul><li>Viral Linkbait and Infographic Guide Ed Fry – Distilled </li></ul><ul><li>Linkbuilding Targets in Social Media – Jordan Kastelar SEL </li></ul><ul><li>Link Building w/ the Experts – Rae Hoffman-Dolan (4 yrs) </li></ul>
  36. 38. New Link Opportunity Tool Citation Labs <ul><li>Garret French of Ontolo & Darren Shaw of Whitespark http://linkprospector.citationlabs.com/ </li></ul><ul><li>SEO Hacker review / overview </li></ul>
  37. 39. My last tip for “Good Links“ <ul><li>When using the reciprocity method, take it a step further. </li></ul><ul><li>When you find a good one, research ALL who link to it, not just your target </li></ul><ul><li>Recreate the old content via archive.org then notify the linkers of your replacement. </li></ul><ul><li>Sweet! (but quite time consuming ;) </li></ul>
  38. 40. What else can you do? Why not get existing links indexed?
  39. 41. Existing Backlinks <ul><li>There are often crappy links to your site all over the place even if you‘ve done nothing. </li></ul><ul><li>Scrapers, content stealers, aggregators, RSS feeds, and more </li></ul><ul><li>Not to mention old linking pages that may have dropped from the index </li></ul><ul><li>Why not get (and keep) them indexed? </li></ul>
  40. 42. Sources of backlinks <ul><li>Old seo reports </li></ul><ul><li>Referral traffic in Analytics </li></ul><ul><li>Harvest your own pingbacks </li></ul><ul><li>Research tools - </li></ul><ul><ul><li>SEOMoz Open Site Explorer, Majestic SEO, or Link Research Tools (Majestic, OSE +14!) </li></ul></ul>
  41. 43. Majestic SEO
  42. 44. Majestic SEO Fresh Index
  43. 45. Majestic SEO Historic Index
  44. 46. Fresh & Historic Index <ul><li>SEMpdx “lost“ 77,000 links, from 2500 domains </li></ul><ul><li>Surely many of them are still there, so... </li></ul>
  45. 47. Why Not Help them Along? <ul><li>Get them indexed! </li></ul><ul><li>The links are already there, (and some of them might even deserve to be!) </li></ul><ul><li>Lots of processes are out there - I‘ll show you some, and you can decide on your own if you can live with yourself by using ‘em. </li></ul>
  46. 48. Action Item: Get your URL lists in plain text
  47. 49. Get them Indexed <ul><li>URL‘s can sorta be forced into the index </li></ul><ul><li>Lists of URLs can be made into RSS feeds </li></ul><ul><li>URLs can be submitted at ping sites </li></ul><ul><li>URLs can be queried at tons of other sites </li></ul><ul><li>URLs can be bookmarked & shared etc. </li></ul>
  48. 50. Get your URL lists in plain text <ul><li>Do a full report (excluding nothing) from Majestic SEO‘s HISTORIC index </li></ul><ul><li>Compare and remove the URL‘s of your backlinks that are currently indexed – or not. </li></ul><ul><li>Determine - or not - which of those URL‘s are still in existence (i.e. returns a 200) </li></ul>
  49. 51. What can you DO with lists of URLs?
  50. 52. I‘ll show you in a few minutes <ul><li>First, realize there are some ethical decisions that only you or your client can make </li></ul><ul><li>Just because you CAN do something doesn‘t mean you should, but I believe you have to make the options known to the client. </li></ul><ul><li>Imagine a client willing to burn a domain? </li></ul><ul><li>How any company does business is dictated from the top down. </li></ul>
  51. 53. “ Black Hat“ <ul><li>I am not a blackhat by anyones definition, and have not done anything (since 2007 ;) that I‘m remotely ashamed of. </li></ul><ul><li>I do push the envelope when necessary, and sometimes to some extremes our own domains only . </li></ul><ul><li>Every competitive ranking situation is different and requires different tactics, and full transparency to the client is required for any sort of... decency. </li></ul><ul><li>Every indivdual has their own moral compass & needs, and I absolutely love explaining it to clients. </li></ul><ul><li>And then there‘s Google... </li></ul>
  52. 54. “ Google is Not your Mother“ <ul><li>Google offers Webmaster “Guidelines“ </li></ul><ul><li>Guidelines are not laws </li></ul><ul><li>You cannot go to jail for most WMT violations </li></ul><ul><li>Google does not apply these guidelines fairly </li></ul><ul><li>Your job is to get results legally </li></ul><ul><li>Know and understand your tolerance for risk </li></ul>- Michael Gray (Graywolf) SMX Advanced 2007
  53. 55. Black vs White <ul><li>Debate has raged since SEO began </li></ul><ul><li>Crusaders, zealots and whiners on both sides </li></ul><ul><li>Endless posts, discussions and threads, and there are two from last year… </li></ul><ul><li>White Hat SEO is a Joke! </li></ul><ul><li>White Hat F@$#ing Works! </li></ul>
  54. 56. Black & White <ul><li>Read the post and the 119 comments </li></ul><ul><li>Controversial, and it many valid points </li></ul><ul><li>A little backtracking - written humorously </li></ul>
  55. 57. Black & White <ul><li>Rand responded with a great post – read it </li></ul><ul><li>The diversity of comments/opinions is great </li></ul><ul><li>He disputed each of Kris‘s points with real sitiuations and actual examples (one was a client ;) </li></ul>
  56. 58. White Hat <ul><li>My own definition of “black hat“ is pretty specific – Illegal. </li></ul><ul><li>There are also plenty of lines I won‘t cross </li></ul><ul><li>There are many many many tactics that for one reason or other, someone will object to and the line is often blurred. </li></ul><ul><li>The world isn‘t black or white or even grey, it‘s a full spectrum rainbow. </li></ul>
  57. 59. White Hat <ul><li>This advanced audience of adults knows there are a gazzillion shades of right and wrong not just in SEO, but in all walks of life. </li></ul><ul><li>Selling health insurance for almost a year, I was faced with DAILY moral dilemma$. </li></ul><ul><li>You have to feed your family, but you have to be able to live with yourself too. </li></ul>
  58. 60. Read the post Is this black hat? Really?
  59. 61. THIS is Black Hat!
  60. 62. ETFD.org #1 - Buy Viagra Online
  61. 63. Redirects to USA Trusted Medstore.com
  62. 64. ETFD.org
  63. 65. ETFD.org
  64. 66. “ Innocent“ Sites get forums installed!
  65. 67. <ul><li>th </li></ul>This is one of the many forums at and was likely done with the darkest of all software called Xrumer…
  66. 68. To me, THAT‘s Black hat! <ul><li>So what can you do with the URL lists of pages with links you want indexed? </li></ul><ul><li>Get them indexed </li></ul><ul><li>How? </li></ul><ul><li>By any means you can live with... </li></ul>
  67. 69. Get them Indexed <ul><li>Lists of URLs can be made into RSS feeds </li></ul><ul><li>WH Objection – Why do you need an RSS feed of URL‘s that you dont even own? Must be bad. </li></ul>
  68. 70. Get them Indexed <ul><li>The RSS feeds can be submitted at literally hundreds of sites... </li></ul><ul><li>WH Objection – If your pages were any good they‘d be indexed. Don‘t add to the noise. </li></ul>
  69. 71. Get them Indexed <ul><li>URLs can be queried at thousands of other sites, like... </li></ul><ul><li>WH Objection: Ummm... You‘re using their server resources without paying? </li></ul>
  70. 72. Get them Indexed <ul><li>URLs can be bookmarked & shared manually, but there are software and services too. </li></ul><ul><li>WH Objection: Automation is no substitute for legitimate time sucking manual labor </li></ul>
  71. 73. There is No Shortage of Evil Software <ul><li>Tons of automation tools are out there, and most get abused by idiots. </li></ul><ul><ul><li>SE Nuke X </li></ul></ul><ul><ul><li>Magic Submitter </li></ul></ul><ul><ul><li>Article Marketing Robot </li></ul></ul><ul><ul><li>Ultimate Demon </li></ul></ul><ul><ul><li>EVO / a.k.a. Brute Force SEO </li></ul></ul><ul><li>A crapload of crap for creating more crap. Again, only a fool would believe their claims... </li></ul>
  72. 74. So, when we tried em... <ul><li>We found some serous time saving tools for account creations, profile creations, e-mail verifications, content drips and tons more. </li></ul><ul><li>Just because something CAN be used for evil doesn‘t mean it‘s the only way to use it. </li></ul><ul><li>You have t operate with a scalpel, not w/ a bansaw, and they are time consuming to learn. </li></ul><ul><li>My favorite ‘evil tool‘ is called Scrapebox </li></ul>
  73. 75. Scrapebox <ul><li>I maintain that there ARE often legitimate uses for this software... for example: </li></ul><ul><li>RSS Submissions </li></ul><ul><li>Pinging </li></ul><ul><li>Finding blogs that freely allow commenting </li></ul><ul><li>And, getting bulk server responses for URL lists </li></ul><ul><li>Let‘s take these one at a time... </li></ul>
  74. 76. Scrapebox <ul><li>RSS Submissions </li></ul><ul><li>Scrapebox does RSS submissions to RSS aggregators who do welcome these submissions, making that a perfectly legitimate use. </li></ul><ul><li>Objection: ”Submitting” your RSS feeds shouldn’t be necessary. It slows and clogs the internet. </li></ul>
  75. 77. Scrapebox <ul><li>Pinging </li></ul><ul><li>Scrapebox offers the abiility to “ping“ lists of URL‘s, Pinging is “telling“ various blog trackers from Yahoo to Technorati about any given url. </li></ul><ul><li>Typically this pinging takes place automatically (in WordPress to Pingomatic for example) and does help pages get indexed quicker. </li></ul><ul><li>Scrapebox helps scale that task efficiently </li></ul><ul><li>Objection: “WHAT are we ‘telling‘ them? “ </li></ul>
  76. 78. Scrapebox <ul><li>Find Blogs that Don’t Care </li></ul><ul><li>Believe it or not, some sites take any and all comments, and auto approve them without review, backlinks and all. </li></ul><ul><li>Scrapebox can help you identify those sites and their value efficiently, so you can then assign someone intelligent to leave topically relevant non-spammy comments where appropriate . </li></ul><ul><li>Objection: It creates CRAP (i agree, due to fools) </li></ul>
  77. 79. Scrapebox <ul><li>Mass Server Response </li></ul><ul><li>Scrapebox will let you put in a list of URL‘s of unlimited size, and return server responses for each of them. </li></ul><ul><li>Again, this is nothing you couldn‘t or wouldn‘t do by hand under certain circumstances, so this is a totally white hat use of the tool </li></ul><ul><li>Wh objection: None? </li></ul>
  78. 80. Scrapebox <ul><li>Software like this is considered “black hat“ because has been used by greedy fools, yet Google rewards them so they keep doing it </li></ul><ul><li>Any tool that uses proxies (anonomizing your IP) can often violate the TOS of some websites and even Isp‘s. Can you live with yourself? </li></ul>
  79. 81. How about Creating More C & D links? <ul><li>Still worth it? </li></ul><ul><li>Don‘t bother? </li></ul><ul><li>Do it if the competitors are? </li></ul><ul><li>What about “spinning“ content? </li></ul><ul><li>Is “spinning“ black hat? </li></ul><ul><li>What about all these blog networks? </li></ul>
  80. 82. How about Creating More C & D links Experts disagree, especially on spinning! Imagine that...
  81. 83. How about Creating More C & D links? <ul><li>Good SEO‘s know this crap is a waste of time </li></ul><ul><li>Good SEO‘s should be building trust for the client and establishing a long term strategy </li></ul><ul><li>Good SEO‘s should know when to be honest with a client, often admitting that they need a PR firm far worse than they need an SEO. </li></ul><ul><li>Good SEO‘s can afford to wait years or perhaps decades for the “bad stuff“ to stop working </li></ul>
  82. 84. How about Creating More C & D links <ul><li>Some of us though, do need links, and until Google stops counting them, we gotta eat. </li></ul><ul><li>In pretty competitive markets, we‘re seeing certain tactics (fine, call them crap) still working, and you KNOW that‘s true. </li></ul><ul><li>When shown to be successful, objectionable tactics are called everything from “short lived“ to “blackhat“and it‘s your job to explain it when you‘re expected to rank a site. </li></ul>
  83. 85. Take Aways <ul><li>Learn about Schema.org and implement rel=googletrusted (I made that up – or did I?) </li></ul><ul><li>Get common backlinks for low hanging fruit </li></ul><ul><li>Get A & B links – Read those posts, really </li></ul><ul><li>Research URL lists of all old backlinks </li></ul><ul><li>Get those backlinks indexed </li></ul><ul><li>Hire as many employees as you have to (WH) </li></ul><ul><li>Embrace automation (BH) </li></ul><ul><li>Get ranked (or OUTranked) while still managing to somehow live with yourself. </li></ul>
  84. 86. Thank You <ul><li>Contact me (Scott Hendison) </li></ul><ul><li>[email_address] </li></ul><ul><li>Please Follow and Like me – I‘m insecure </li></ul><ul><li>http://www.twitter.com/shendison </li></ul><ul><li>http://facebook.com/SearchCommander </li></ul><ul><li>Download: </li></ul><ul><li>This presentation: - http://bit.ly/sf12offsiteseo </li></ul>
  85. 87. Oh wait, I have the first question: <ul><li>How does a WH compete against this? </li></ul>
  86. 88. Thank You <ul><li>Contact me (Scott Hendison) </li></ul><ul><li>[email_address] </li></ul><ul><li>Please Follow and Like me – I‘m insecure </li></ul><ul><li>http://www.twitter.com/shendison </li></ul><ul><li>http://facebook.com/shendison </li></ul><ul><li>Download: </li></ul><ul><li>This presentation: - http://bit.ly/sf12offsiteseo </li></ul>

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