This document provides an agenda for a meeting on Facebook updates, SEO strategy, and a bad SEO case study. The agenda includes introductions, a case study on using a parasite page strategy to leverage other sites' authority, news on recent Facebook changes, and a roundtable discussion. It also summarizes a case study where a large UK bank, Halifax, lost 20% of traffic overnight due to negative SEO tactics like link networks, keyword stuffed content, and improper internal linking.

1. Facebook Updates, Time-Tested
SEO Strategy & Bad SEO Case Study
February 18, 2014

2. Agenda
Introductions
Case Study
Latest News
Roundtable Discussion
Tips & Tricks
Topics of Interest

3. Agenda
Introductions
– What You Currently Do?
– Experience with Internet Marketing
– Current Issues/Questions
Latest News
Roundtable Discussion
– Current Issues
– Open Table
Topics of Interested
Random “Stuff”

4. Background
Areas of Expertise
– eCommerce / Lead Generation
– Social Media Marketing
– Search Engine Optimization
• (Traditional / Mobile App)
– Media Buys / Advertising (CPM,CPC)
– Conversion Optimization
– Data Analysis & Analytics

5. Background
12 Years Internet Marketing Experience
– Started with Email Marketing
– Built a Boston based Internet Consulting Agency
• From $180k to $2 Million in 2 Years
• Managed $35 Million in Client Revenues
– 6 Years Ran Own Internet Business
• Operate Several Ecommerce & Content Websites
• Small Consulting Practice for Select Clients
– VP eCommerce - Inc. 5000 & MN Fast 50
• 2013 60% Growth Year Over Year
I started this group to share and learn with others

6. Background
Michelle Schmidt
• Internet Marketing Since 1999
• Currently Operates IceLinkDesign.net

7. Introduction
30 Seconds - Introduction
–What You Currently Do?
–Experience with Internet Marketing
–Current Issues/Questions

8. Latest News
Google EU Anti-Trust
–3 Year Antitrust Investigation
–Google / FTC Settlement 2013
• Burying / Scraping Competitor
• Avoid Paying $5 Billion
–EU Far More Extensive Concessions

9. Latest News
Before

10. Latest News
Settlement

11. Latest News
Recent Updates
• Banned Unapproved Dating Ads
• Going after bigger advertisers like google
did?
• Obviously improves usability
• Some people noticed increased budget caps
to compensate for lost advertisers
• What does this portend?
• Tweaked their News Feed & Reach Algorithm
• Have been several

12. Latest News
News Feed Update
• Quality Content – More Substance /
Less Junk
• What is quality? Stuff about your
friends, friends’ friends and friends’ fan
likes… You would think…
• FB News Feed Mgr said It’s about
Trusted Source

13. Latest News
News Feed Update
Friends vs Pages
Through testing, we have found that when people see more text status updates on
Facebook they write more status updates themselves. In fact, in our initial test when we
showed more status updates from friends it led to on average 9 million more status
updates written each day. Because of this, we showed people more text status updates in
their News Feed.
Over time, we noticed that this effect wasn't true for text status updates from Pages. As
a result, the latest update to News Feed ranking treats text status updates from Pages as
a different category to text status updates from friends. We are learning that posts from
Pages behave differently to posts from friends and we are working to improve our
ranking algorithms so that we do a better job of differentiating between the two types.
Page admins can expect a decrease in the distribution of their text status updates, but
they may see some increases in engagement and distribution for other story types.

14. Latest News
Tip
• Use Link Share
– The get more engagement per FB

15. Case Study / Learning
SEO Parasite Page Strategy
• I’m updating on new/existing
• Not new, still works
• Leverage authority of other sites
to boost own
Secondary benefit: Traffic

16. Case Study / Learning
Money
Site
Controllable Layer / Redirect
Parasite Network

17. Case Study / Learning
Benefits
• Natural Not Forces
• Some Control
• Free – Usually
Negatives
• Don’t Own
• If Get Slapped, Hard to Change (example: Press
Release)

18. Case Study / Learning
Examples
YouTube
Dailymotion.com videos
PRweb.com press releases
SBWire.com press releases
PRlog.org press releases
Buzzfeed.com articles
Rebelmouse.com pages
Amazon S3 hosted pages
Google Sites pages
Reddit subreddit
Yahoo Answers pages
Facebook pages
Twitter pages
Tumbler.com pages
Weebly.com pages
Slideshare.net presentation
pages
Google Play app pages
Forum thread pages
Pinterest boards
Storify.com pages
Zimbio.com pages
Docstoc.com PDF pages
Amazon product pages (e.g.
Kindle books)
Blogger Blogspot pages
Source: http://seotraffichacks.com/update-experiments-paleomusic-february-5-2014/

19. Case Study / Learning
Halifax Case Study: Negative or Bad SEO
• Largest Banks in UK
• Lost 20% of Traffic Overnight
• Series of SEO No Nos
Source:LinkResearchTools

20. Case Study / Learning
Halifax Case Study: Negative or Bad SEO
• Seo Widgets
• Link Networks
• Advertorials
• Keyword Stuffed Infographics
• Interlinking: Partner Sites

21. Closing
Questions?