Algorithm Chaos - PubCon NOLA 2014 by Jake Bohall of Virante
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Jake Bohall is a VP of Marketing at Virante who has expertise in search engine marketing strategies. He presented on how search engine algorithms and rankings are sensitive to small changes due to factors like links, content and social signals. He emphasized the importance of focusing on quality content and links rather than spammy tactics, including implementing rich snippets, user generated content, and broken link building to find new content opportunities.
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Algorithm Chaos - PubCon NOLA 2014 by Jake Bohall of Virante
- 1. VIRANTE WEB MARKETING @JakeBohall Algo Chaos WTF just happened?
- 2. About the Presenter Jake Bohall is the VP of Marketing for Virante, where he has worked since 2008. He has co- founded several start-ups, sits on the board of an educational non-profit, and assists entrepreneurs in implementing their start-up ideas. Jake's expertise lies in identifying opportunities for business growth and determining appropriate search engine marketing strategies to fit a company’s objectives. www.Virante.org @JakeBohall
- 3. VIRANTE WEB MARKETING @JakeBohall Good Will Hunting?
- 4. VIRANTE WEB MARKETING @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. VIRANTE WEB MARKETING @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. Why Shouldn’t I Work for Google?
- 6. VIRANTE WEB MARKETING @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. @JakeBohall www.Virante.org Chaos Theory Sensitivity to initial conditions Site structure Search queries Incoming links Topological Mixing Inbound Links Social Signals Content
- 8. VIRANTE WEB MARKETING @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 1 Major Algorithm Updates Data Source: http://www.seomoz.org/google-algorithm-change
- 9. www.Virante.org @JakeBohall … Algo Updates Image Credit: www.2varanasi.com
- 11. @JakeBohall www.Virante.org Image Credit: www.omarkattan.com … Negative SEO
- 12. VIRANTE WEB MARKETING @JakeBohall 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.
- 13. Image Credit: somewhere on blogspot… they probably stole it @JakeBohall www.Virante.org
- 14. Image Credit: somewhere on blogspot… they probably stole it @JakeBohall www.Virante.org
- 15. Be Smarter … EVOLVE! Image Credit: www.steve-dale.net/ @JakeBohall www.Virante.org
- 16. VIRANTE WEB MARKETING @JakeBohall The common principal: Better Content && Better Links Relevance Authority
- 18. Stop doing spammy stuff… Quality CONTENT matters! UNIQUE - Implement rich snippets, microdata and UGC RELEVANT- Topical relevancy AUTHORITY – Share and Create content in social @JakeBohall www.Virante.org
- 19. Unique Content… Rich snippets, microdata, Schema.org Article Markup Better user experience, increased click through rates @JakeBohall www.Virante.org Image Credit: www.highervisibility.com
- 20. Unique Content… User generated content Your content should prove your users are engaged! Make your audience sneezers, marketing your product/content for you…. Hello social media! @JakeBohall www.Virante.org
- 21. Relevant Content… 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 @JakeBohall www.Virante.org
- 22. What is LDA? SEO SEM Networking Brett Tabke Linking Drinking French Quarter Gambling Convention Center Late Nights Jazz PubCon NOLA NOLAMarketing @JakeBohall www.Virante.org
- 23. Authority Content… New Trends: Google + is real worth pursuing “It’s really the unification of all of Google’s services, with a common social layer.” Head of Google+, Vic Gundotra Author Rank and Brand Rank are Driven by Content! @JakeBohall www.Virante.org
- 24. Authority Content… New Trends: Google + is real worth pursuing To Do: Create an account - google.com/+/business/ Implement rel=author and rel=publisher to attribute your knowledge graph to your profile and brand pages. Do #RCS - “Real Company Shit” -- Wil Reynolds @JakeBohall www.Virante.org
- 25. Stop doing spammy stuff… Quality LINKS matter! BRAND - Engagement with company, citations PEOPLE - Social Media, inspire conversation DIVERSITY - Diversity in anchor text, strategies, etc. @JakeBohall www.Virante.org
- 27. Better Links… 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. @JakeBohall www.Virante.org
- 28. Diversify Your Links 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 @JakeBohall www.Virante.org
- 29. Better Content && Better Links 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!!) @JakeBohall www.Virante.org
- 30. Better Content && Better Links “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.seomoz.org/blog/the-broken-link-building-bible (http://tinyurl.com/blblinking) @JakeBohall www.Virante.org
- 31. Takeaways… … 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 @JakeBohall www.Virante.org
- 32. If you can’t evolve… @JakeBohall www.Virante.org
Editor's Notes
- Trying to create the “perfect” algorithm… Balance ad revenue with best interest of users? For public to decide.
- 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… I think that’s why Good Will Hunting, Pi, Beautiful Mind, etc..
- 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 bullshit to have to change his site… well, you’ll likely not show up for mobile.