Adaptive Search Marketing - Digital Marketing For Business 2015 #DMFB
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Jake Bohall presents at the Raleigh Digital Marketing for Business (#DMFB) conference on search marketing strategies that should be leveraged in adapting to Google's ongoing changes to the chaotic search algorithm. Presentation looks at onsite seo strategies to improve content uniqueness and offsite strategies such as broken link development as a link building strategy.
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Adaptive Search Marketing - Digital Marketing For Business 2015 #DMFB
- 1. Adaptive Search Marketing How To Evolve for Long-Term Rankings Stability virante.com jbohall@virante.com 919-459-2834 @jakebohall
- 2. Adaptive Search Marketing Who Am I? • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall Vice President of Marketing at Angular (aka 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
- 3. Adaptive Search Marketing Good Will Hunting • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall
- 4. Adaptive Search Marketing Google Job Interview • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall “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.”
- 5. Adaptive Search Marketing Why shouldn’t I work for Google? • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall 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.
- 6. Adaptive Search Marketing Chaos Theory • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall 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.
- 7. Adaptive Search Marketing Chaos Theory • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall Sensitivity to initial conditions Site structure Search queries Incoming links Topological Mixing Content Social Signals Inbound Links
- 8. Adaptive Search Marketing Algorithm Updates • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall 0 5 10 15 20 25 30 35 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 1 0 1 7 2 8 1 2 2 4 8 19 35 17 10 Major Algorithm Updates Data Source: http://www.seomoz.org/google-algorithm-change
- 9. Adaptive Search Marketing Algo Updates • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall Image Credit: www.2varanasi.com
- 10. Adaptive Search Marketing Algo Updates • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall
- 11. Adaptive Search Marketing Negative SEO • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall Image Credit: www.omarkattan.com
- 12. Adaptive Search Marketing Inconsistency with Guidelines virante.com jbohall@virante.com 919-459-2834 @jakebohall 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. • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links • Final Word
- 13. Adaptive Search Marketing Hypocrisy virante.com jbohall@virante.com 919-459-2834 @jakebohall • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links • Final Word
- 14. Adaptive Search Marketing Confusion virante.com jbohall@virante.com 919-459-2834 @jakebohall • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links • Final Word Image Credit: somewhere on blogspot… they probably stole it
- 15. Adaptive Search Marketing virante.com jbohall@virante.com 919-459-2834 @jakebohall • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links • Final Word
- 16. Adaptive Search Marketing Be Smarter … EVOLVE !! virante.com jbohall@virante.com 919-459-2834 @jakebohall • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links • Final Word Image Credit: www.steve-dale.net/
- 17. Adaptive Search Marketing Purpose of the Algorithm virante.com jbohall@virante.com 919-459-2834 @jakebohall • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links • Final Word The common principal: Better Content && Better Links Relevance Authority
- 18. Adaptive Search Marketing Purpose of the Algorithm virante.com jbohall@virante.com 919-459-2834 @jakebohall • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links • Final Word Image Credit: www.mybloggerlab.com
- 19. Adaptive Search Marketing Stop Spamming virante.com jbohall@virante.com 919-459-2834 @jakebohall • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links • Final Word Quality CONTENT matters! UNIQUE - Implement rich snippets, microdata and UGC RELEVANT- Topical relevancy AUTHORITY – Share and Create content in social
- 20. Adaptive Search Marketing Unique Content virante.com jbohall@virante.com 919-459-2834 @jakebohall • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content •Unique •Relevant •Authority • Links • Final Word Rich snippets, microdata, Schema.org Article Markup Better user experience, increased click through rates Image Credit: www.highervisibility.com
- 21. Adaptive Search Marketing Unique Content virante.com jbohall@virante.com 919-459-2834 @jakebohall • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content •Unique •Relevant •Authority • Links • Final Word http://www.google.com/webmasters/tools/richsnippets
- 22. Adaptive Search Marketing Unique Content virante.com jbohall@virante.com 919-459-2834 @jakebohall • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content •Unique •Relevant •Authority • Links • Final Word http://www.google.com/webmasters/tools/richsnippets
- 23. Adaptive Search Marketing User Generated Content virante.com jbohall@virante.com 919-459-2834 @jakebohall • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content •Unique •Relevant •Authority • Links • Final Word Your content should prove your users are engaged! Make your audience sneezers, marketing your product/content for you…. Hello social media!
- 24. Adaptive Search Marketing Relevant Content virante.com jbohall@virante.com 919-459-2834 @jakebohall • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content •Unique •Relevant •Authority • Links • Final Word New Trends: Topical Relevancy Ben Hendrickson (seoMoz) told us about LDA… Were you listening? To Do: Use LDA Scoring and keyword concept themes to create content that is more semantically relevant to the keywords you are trying to rank. Consider…nTopic.org
- 25. Adaptive Search Marketing Latent Dirichlet Allocation virante.com jbohall@virante.com 919-459-2834 @jakebohall • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content •Unique •Relevant •Authority • Links • Final Word SEO SEM Networking Analytics Affiliates Oak City Convention Center North Carolina Wake DMFB Conference RaleighMarketing
- 26. Adaptive Search Marketing Authority Content virante.com jbohall@virante.com 919-459-2834 @jakebohall • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content •Unique •Relevant •Authority • Links • Final Word Do #RCS “Real Company Shit” -- Wil Reynolds Have authorities write your content
- 27. Adaptive Search Marketing Stop Spamming virante.com jbohall@virante.com 919-459-2834 @jakebohall • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links • Final Word Quality LINKS matter! BRAND - Engagement with company, citations PEOPLE - Social Media, inspire conversation DIVERSITY - Diversity in anchor text, strategies, etc
- 28. Adaptive Search Marketing Brand Matters virante.com jbohall@virante.com 919-459-2834 @jakebohall • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links •Brand •People •Diversity •Example • Final Word
- 29. Adaptive Search Marketing Let People Promote your Brand! virante.com jbohall@virante.com 919-459-2834 @jakebohall • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links •Brand •People •Diversity •Example • Final Word Digital Outreach / PR / Social Media They all converge to PROMOTE YOUR BRAND!!! Let Google know you care more about your business than you do about … Cheap Discount Widgets.
- 30. Adaptive Search Marketing Diversify Your Efforts virante.com jbohall@virante.com 919-459-2834 @jakebohall • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links •Brand •People •Diversity •Example • Final Word Low volume of linking from different types of sources Proactive at pruning bad/spammy links Anchor text diversity and commitment to brand is critical to avoid Penguin. To Do: http://www.removeem.com/ratios.php
- 31. Example Link Building Example Linking • Outreach LB - Generalization - Where we Fail • Prospecting • Content Creation • Outreach • Scaling • Avoiding Penalties General Process Value Proposition Prospecting Outreach virante.com jbohall@virante.com 919-459-2834 @jakebohall
- 32. Example Link Building Example Linking • Outreach LB - Generalization - Where we Fail • Prospecting • Content Creation • Outreach • Scaling • Avoiding Penalties Failed Attempts Value Proposition Prospecting Outreach Reciprocal Link Free Content Money Spam Networks virante.com jbohall@virante.com 919-459-2834 @jakebohall
- 33. Example Link Building Example Linking • Outreach LB - Generalization - Where we Fail • Prospecting • Content Creation • Outreach • Scaling • Avoiding Penalties Failed Attempts Value Proposition Prospecting Outreach Reciprocal Link Free Content Money Good for users Spam Networks Personalized virante.com jbohall@virante.com 919-459-2834 @jakebohall
- 34. Example Link Building Example Linking •Outreach LB - Generalization - Where we Fail - Why BLB Works • Prospecting • Content Creation • Outreach • Scaling • Avoiding Penalties Why BLB Succeeds where others do not The success of your campaign is equivalent to the good you do for the web. You have a broken link and I have a solution. Prospecting Personalized Emails to Webmastersvirante.com jbohall@virante.com 919-459-2834 @jakebohall
- 35. Example Link Building Example Linking • Outreach LB • Prospecting - Search Phrases - Resource Pages - Resource v Target • Content Creation • Outreach • Scaling • Avoiding Penalties Search Phrases and Keyword Discovery Identify broad and related keywords to prospect for resource pages related to your target. Use nTopic to find words and phrases that occur on content like yours, which will inevitably on resource pages related to your topic. virante.com jbohall@virante.com 919-459-2834 @jakebohall
- 36. Example Link Building Example Linking • Outreach LB • Prospecting - Search Phrases - Resource Pages - Resource v Target • Content Creation • Outreach • Scaling • Avoiding Penalties Find Resource Pages Use smart search queries to identify resource pages related to your topic. inurl:resources.html #key# inurl:links.html #key Or use a tool like brokenlinkbuilding.com virante.com jbohall@virante.com 919-459-2834 @jakebohall
- 37. Example Link Building Example Linking • Outreach LB • Prospecting - Search Phrases - Resource Pages - Resource v Target • Content Creation • Outreach • Scaling • Avoiding Penalties Resource Pages vs Targeted Pages Either target the resource pages, or target the broken links on the resource page. Example: http://example.com/links.htm --> http://broken.com You can outreach to the resource page (example.com) to tell them about their broken link, or you can look up the backlinks to broken.com on majestic, moz and ahrefs and outreach to all of them about their broken link. virante.com jbohall@virante.com 919-459-2834 @jakebohall
- 38. Example Link Building Example Linking • Outreach LB • Prospecting • Content Creation - archive.org - Panda Rules • Outreach • Scaling • Avoiding Penalties Content Creation with Archive.org Use Archive.org to Determine Relevancy, Quality, and Potential for Improvement virante.com jbohall@virante.com 919-459-2834 @jakebohall
- 39. Example Link Building Example Linking • Outreach LB • Prospecting • Content Creation - archive.org - Panda Rules • Outreach • Scaling • Avoiding Penalties Content Creation following Panda rules Follow the Panda Guidelines to Make Your New Version Even 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? virante.com jbohall@virante.com 919-459-2834 @jakebohall
- 40. Example Link Building Example Linking • Outreach LB • Prospecting • Content Creation • Outreach - Contact Finding - Outreach Styles • Scaling • Avoiding Penalties Contact Finding Finding Good Webmaster Contact Information is one of the Hardest Parts. Outsource it! • Mechanical Turk • Automatic in BrokenLinkBuilding.com Exports • OutreachApp also in BrokenLinkBuilding.com virante.com jbohall@virante.com 919-459-2834 @jakebohall
- 41. Example Link Building Example Linking • Outreach LB • Prospecting • Content Creation • Outreach - Contact Finding - Outreach Styles • Scaling • Avoiding Penalties Outreach Styles Finding the right outreach style can dramatically improve your conversion rate! • Long Form • Short Form • Slow Play • And my favorite….virante.com jbohall@virante.com 919-459-2834 @jakebohall
- 42. Example Link Building Example Linking • Outreach LB • Prospecting • Content Creation • Outreach - Contact Finding - Outreach Styles • Scaling • Avoiding Penalties Double Tap Webmasters who don’t respond just need a nudge. Send a complaint from another email. virante.com jbohall@virante.com 919-459-2834 @jakebohall
- 43. Example Link Building Example Linking • Outreach LB • Prospecting • Content Creation • Outreach • Scaling • Avoiding Penalties Can it scale? With the right tools, broken link building can scale as the sole content marketing strategy virante.com jbohall@virante.com 919-459-2834 @jakebohall
- 44. Example Link Building Example Linking • Outreach LB • Prospecting • Content Creation • Outreach • Scaling • Avoiding Penalties How can you avoid penalties? Follow some basic ethical rules 1. Don’t Spam 2. Don’t Commit Fraud 3. Don’t Steal Content virante.com jbohall@virante.com 919-459-2834 @jakebohall
- 45. Tools to get the job done 1. Keyword Discovery 1. Grepwords.com 2. nTopic.org 2. Prospecting 1. BrokenLinkBuilding.com 2. Majestic / Ahrefs / Moz 3. Content Creation 1. Archive.org 2. nTopic.org 4. Outreach 1. BrokenLinkBuilding.com 2. OutreachApp.com • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links • Final Word virante.com jbohall@virante.com 919-459-2834 @jakebohall Example Link Building
- 46. Adaptive Search Marketing Strategies that Help each Other! virante.com jbohall@virante.com 919-459-2834 @jakebohall • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links • Final Word Cheating at new content with BLB Want to become the authority… find out who is/was and how they captured attention in the past! Broken Link Building is prospecting for content ideas …that already have links! Create awesome link bait content (don’t copy!!)
- 47. Adaptive Search Marketing Strategies that Help each Other! virante.com jbohall@virante.com 919-459-2834 @jakebohall • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links • Final Word “The success of the campaign is directly proportional to how much good you do for the web. You profit only if you create good content to replace lost or abandoned content that webmasters still want to link to.” To Do: http://www. moz.com/blog/broken-link-building-bible-new-testament
- 48. Adaptive Search Marketing Takeaways virante.com jbohall@virante.com 919-459-2834 @jakebohall • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links • Final Word … Stop doing spammy stuff… Quality matters! Content - Implement rich snippets and UGC - Check out LDA tools, focus on topical relevancy - Find new content opportunities based upon success Links - Focus on your brand authority - Remove bad backlinks and/or dilute with good ones - Anchor text and link source diversity
- 49. Adaptive Search Marketing If you can’t evolve! virante.com jbohall@virante.com 919-459-2834 @jakebohall • Who Am I? • Chaos Theory • Algo Updates • More Chaos • Taming the Algo • Content • Links • Final Word
- 50. virante.com jbohall@virante.com 919-459-2834 @jakebohall www.virante.com www.thegooglecache.com www.seoalarms.com www.ntopic.org www.pandarisk.com www.removeem.com www.outreachapp.com www.penguinanalysis.com
Editor's Notes
- Full service agency located in Research Triangle Park in NC We also make awesome tools you might have heard about Remove’em, PandaRisk, and nTopic
- Anyone seen Good Will Hunting?
- This is a sad reality.. In the movie he’s talking about breaking a code that causes military to bomb a city. Soldier gets shrapnel in his ass, hemorroids, the people in the city they were bombing move to US and take jobs for pennies, and politicians just cared about getting their oil across the country, etc. The point Will Hunting is making is that of Chaos Theory… that an innocent gesture can have dire consequences
- Session about Adaptive Search Marketing Chaos Theory: There is this complex dynamic system that extremely sensitive to subtle changes that lead to huge consequences… Think along the lines of a butterfly effect.
- For a dynamical system to be considered Chaotic, has to meet certain criteria Each of these items with just a slight change creates a largely different trajectory of results. As the system evolves, elements begin to overlap, making the system even more sensitive to change. Independently measured, but overlap in how they each impact each other.
- This graph shows the number of published Google algorithm changes since 2000. 2012 was obviously a rough year, though many of those were rinse/repeats of Panda, etc. In 2011, Eric Schmidt testified before congress there were over 500 changes in 2010… only 8 were named..
- Trying to create the “perfect” algorithm… Making order from the Chaos to provide “users” with a less chaotic internet? Or maybe they are trying to balance ad revenue with best interest of users? For public to decide.
- It’s almost like google is forcing the web to be “clean”.. Get rid of the trash. Admittedly I’m sure it has helped, but as they get more restrictive, we’ll likely see companies looking to exploit competitors more… It’s like a growing war with Google and spammers, and we’re the collateral damage.
- The rise of negative SEO. Subtle change such as keyword anchor text has drastic consequences. At Virante, we run Remove’em, a link spam removal tool and service for penguin penalty recovery Often asked.. We didn’t build these links.. Sometimes lying but sometimes we know its true. DUI lawyers getting links for Injury Attorney
- How does this happen? Matt did a video about what a paid link is.. Intent played a heavy role.. Intent is definitely a subjective term
- Google spent several years now getting authors to link back to their G+ profiles… Gave a link back to verified sites with do-follow link. Now, they’ve made the link to you no-follow. This is a classic link scheme… not sure how they get away with it..?
- Leave webmasters and business owners lost and confused about what to do.. Hell, most of us SEO’s are a little crazy… Why else would we do this.. I think that’s why Good Will Hunting, Pi, Beautiful Mind, etc.. The protagonists were all crazy
- Session about Adaptive Search Marketing I immediately thought about taming Penguins and Pandas… Found out there is an Android game where you slap penguins into submission…. Haven’t tried it out yet, but wanted to share in case anyone is trying to get out some frustration
- Have to change with the times.. Clients saying they weren’t going to create a mobile version of his site because he thought it was bullcrap to have to change his site… well, you’ll likely not show up for mobile. You might be impacted by Panda
- Understand why this is happening: The Core of Google’s algorithm is to measure relevance and authority… Onsite and Offsite SEO
- You never know when Penguin or Panda are going to run… Don’t fall victim to the Fear Uncertainty and Doubt.. Just do the right thing. make sure your disavow files are submitted and cross your fingers if you’ve been waiting for your “approved” reconsideration to actually take affect.
- We expect Penguin to run soon.. Some of us hope and prayc.. Don’t fall victim to the Fear Uncertainty and Doubt.. Just do the right thing. make sure your disavow files are submitted and cross your fingers if you’ve been waiting for your “approved” reconsideration to actually take affect.
- Reviews , People, Products, Businesses and organizations, Recipes, Events, Music http://www.google.com/webmasters/tools/richsnippets Google is expecting us to help them organize the internet, and are rewarding those who do… … and sometimes stealing their content …. Can you tell I might be a little bitter/skeptical ?
- Reviews , People, Products, Businesses and organizations, Recipes, Events, Music http://www.google.com/webmasters/tools/richsnippets Google is expecting us to help them organize the internet, and are rewarding those who do… … and sometimes stealing their content …. Can you tell I might be a little bitter/skeptical ?
- Reviews , People, Products, Businesses and organizations, Recipes, Events, Music http://www.google.com/webmasters/tools/richsnippets Google is expecting us to help them organize the internet, and are rewarding those who do… … and sometimes stealing their content …. Can you tell I might be a little bitter/skeptical ?
- Write your own descriptions for products, be careful what you let affiliates grab Give opportunities for comments, reviews, ask for stories, testimonials, etc.. FAQs.. Simple concept. Make a list of questions anyone could ask about your business or products, and then dedicate a blog post or article to answering that question in-depth.. Leverage snippets of that FAQ content throughout the site. Use the schema.org article markup to take advantage of the content
- Moz broke the news about LDA in 2010, flubbed a few numbers getting the information out, and LDA seemed to disappear. Left to be a software development engineer at Google… not sure if there is a correlation. Need to use LDA or some statistical model for content relevancy to create more keyword focus without necessarily using the keyword you are targeting. Hey.. Good strategy for addressing anchor text issues with Penguin, helpful in finding additional terms to display authority
- Rough Vin Diagram to demonstrate LDA. Discuss Baseball example…
- Actually be an authority
- The job of an offsite SEO is changing more and more to be a digital Prist and consultant Impacts of anchor text overoptimization, and identifying those that care more about brand vs. product selling
- Most link strategies follow this process Value prop - Justification for why you have links Find people Prospecting Personalized emails
- Techniques that are susceptible to failure and penalties Failed Value Propositions Failed Outreach Methods
- BLB gives a reason… Value proposition is issue with their site. Justify why I’m in the inbox Justify why webmaster should make an edit…
- All seo beings with keywords discovery Same is true with BLB Relevant topics Broad is better Resource pages that are likely to contain your topic area More likely to find resources as well People always mess this up
- Find resource pages Have keywords in the titles, ulrs, etc.. Healthresourcesonline.html “Health Resource Center”
- Alternative method is to mine competitor links, assume are a resource, then look for broken links on those pages
- Using broken linkbuilding.com,…. Get grades using ntopic… relevancy
- Use
- Getting contact information
- Long – long email …. Why you should fix, … time consuming Short – quick.. Hey this is broke… here is an alt.. Lower rate, but more coverage Slow – Send email saying… hey link is broken.. Only a heads up. No info.. Maybe they respond and you can provide info
- Multiple emails… short form.
- Scaled BLB strategy… Only links were BLB 6 months built thousands of links…. Only problem…