Not Just Pride Month: Crafting LGBTQ+-Inclusive Campaigns Year Round - bright...Ian Helms
Join Ian as they discuss potential issues brands face with rainbow-washing and how companies can put their money where their mouth is by being an ally and advocate for LGBTQ+ folks throughout the year. They will cover everything from using inclusive language in copy to creative considerations to make when developing campaigns.
How to Generate Content that Builds it's Own LinksLizGration
This document provides a 3-step process for creating content that generates its own links: 1) Research the type of content needed, potential topics, and how to make the content better; 2) Produce the content by collecting data, visualizing it, and optimizing the content; 3) Establish visibility for the content by reviewing, refreshing, and outreaching to other sites for links. The overall recommendation is to focus on building valuable assets rather than directly seeking links, and to use multiple strategies for visibility rather than relying on just one.
Diginius - DuckDuckGo, Privacy and the Future of Search NateBurke1
The document discusses DuckDuckGo, a privacy-focused search engine. It provides an agenda that covers the rise of privacy concerns in search engines like Google, an overview of what DuckDuckGo is and why it was founded, how to optimize websites and advertise on DuckDuckGo, and where privacy in search is headed. DuckDuckGo has grown rapidly in recent years and now handles over 100 million searches per day, making it the 6th largest search engine globally. It does not track users or store personal information like search histories.
Ed will be reviewing the continued importance of displaying EAT throughout your website, whilst also discussing how the wider SEO community has looked at the acronym backwards – with Trust being the most important element.
How to go viral on a budget using Digital PR.pptxAlexHickson3
The document discusses how to go viral on a budget using public relations (PR). It recommends tying a product or idea into a current trend, validating the trend, identifying the target audience, crafting a compelling pitch, and developing an effective outreach strategy. Specifically, it outlines how the author launched an unknown brand called "2020 Scent" that generated over £20,000 in revenue with a campaign costing under £10 by tying scented products to viral trends from that year.
Going Solo - The Survival Guide for Freelance SEOs (Present & Future) | brigh...Steve Morgan
This document outlines tips for SEO professionals considering freelancing or currently working as a freelancer. It discusses both the pros and cons of freelancing, including the flexibility but also irregular income. It provides advice on preparing to freelance, such as building social media profiles, securing some work beforehand, and checking contracts if leaving an agency. The document also covers niche specialization, networking, financial management, legal protections, and resources for freelancers.
How to be the ultimate double agent- PR and Link Builder Isa Lavahun BTNSEO S...Isa Lavs
Traditional PR professionals are doing a lot of the heavy lifting when it comes to link building – without even realising it. This presentation reveals some practical tips on how to tweak ‘traditional’ PR practices, that will help supercharge securing those valuable links and show the SEO value of their work.
Product, service and category page links (and how to get them) - Rebecca Moss...Rebecca Moss
Rebecca heads up the Digital PR team at JBH, delivering creative digital PR strategies for lifestyle brands. After working in SEO for more years than she would care to admit, Rebecca's presentation reveals how the SEO industry has fallen out of love with large-scale hero campaigns, and shifted back to fundamentals of earning links using content marketing techniques.
Not Just Pride Month: Crafting LGBTQ+-Inclusive Campaigns Year Round - bright...Ian Helms
Join Ian as they discuss potential issues brands face with rainbow-washing and how companies can put their money where their mouth is by being an ally and advocate for LGBTQ+ folks throughout the year. They will cover everything from using inclusive language in copy to creative considerations to make when developing campaigns.
How to Generate Content that Builds it's Own LinksLizGration
This document provides a 3-step process for creating content that generates its own links: 1) Research the type of content needed, potential topics, and how to make the content better; 2) Produce the content by collecting data, visualizing it, and optimizing the content; 3) Establish visibility for the content by reviewing, refreshing, and outreaching to other sites for links. The overall recommendation is to focus on building valuable assets rather than directly seeking links, and to use multiple strategies for visibility rather than relying on just one.
Diginius - DuckDuckGo, Privacy and the Future of Search NateBurke1
The document discusses DuckDuckGo, a privacy-focused search engine. It provides an agenda that covers the rise of privacy concerns in search engines like Google, an overview of what DuckDuckGo is and why it was founded, how to optimize websites and advertise on DuckDuckGo, and where privacy in search is headed. DuckDuckGo has grown rapidly in recent years and now handles over 100 million searches per day, making it the 6th largest search engine globally. It does not track users or store personal information like search histories.
Ed will be reviewing the continued importance of displaying EAT throughout your website, whilst also discussing how the wider SEO community has looked at the acronym backwards – with Trust being the most important element.
How to go viral on a budget using Digital PR.pptxAlexHickson3
The document discusses how to go viral on a budget using public relations (PR). It recommends tying a product or idea into a current trend, validating the trend, identifying the target audience, crafting a compelling pitch, and developing an effective outreach strategy. Specifically, it outlines how the author launched an unknown brand called "2020 Scent" that generated over £20,000 in revenue with a campaign costing under £10 by tying scented products to viral trends from that year.
Going Solo - The Survival Guide for Freelance SEOs (Present & Future) | brigh...Steve Morgan
This document outlines tips for SEO professionals considering freelancing or currently working as a freelancer. It discusses both the pros and cons of freelancing, including the flexibility but also irregular income. It provides advice on preparing to freelance, such as building social media profiles, securing some work beforehand, and checking contracts if leaving an agency. The document also covers niche specialization, networking, financial management, legal protections, and resources for freelancers.
How to be the ultimate double agent- PR and Link Builder Isa Lavahun BTNSEO S...Isa Lavs
Traditional PR professionals are doing a lot of the heavy lifting when it comes to link building – without even realising it. This presentation reveals some practical tips on how to tweak ‘traditional’ PR practices, that will help supercharge securing those valuable links and show the SEO value of their work.
Product, service and category page links (and how to get them) - Rebecca Moss...Rebecca Moss
Rebecca heads up the Digital PR team at JBH, delivering creative digital PR strategies for lifestyle brands. After working in SEO for more years than she would care to admit, Rebecca's presentation reveals how the SEO industry has fallen out of love with large-scale hero campaigns, and shifted back to fundamentals of earning links using content marketing techniques.
brightonSEO - Stress Is Contagious Don't Catch It From Your ClientsKathryn Monkcom
Agencies are made up of people. Client teams are made up of people. And people have A LOT of emotions. Juggling other people’s fears, needs and stresses is exhausting and yet, if you care about your work, you do it every day.
You’ll leave this talk with psychologically-backed coaching techniques you can use in your professional interactions to stop other people’s drama clouding your judgement and affecting your mood at work and at home.
How to create content that generates leads -- not just traffic.pptxAramintaRobertson
The document discusses how to create content that generates leads rather than just traffic. It emphasizes focusing content on customers' needs through a solid content strategy, deep understanding of the target audience, expertise-driven content, and analytics tracking. Specific tips include researching common customer questions, identifying their best potential customers, and addressing popular search queries with in-depth answers from subject experts. The goal is to solve customers' problems and generate leads through helpful, targeted content.
Hreflang tags: everything you need to know to start implementing themSara Moccand-Sayegh
The takeaway:
1. Why/What/How of hreflang
2. Some examples of practical application
3. Canonical VS hreflang
4. Common hreflang mistakes
5. Is hreflang a ranking factor?
Kleecks - AI-Martech as a game changer-DEF.pdfKleecks
This document discusses how AI and automation can revolutionize the SEO value chain. It argues that AI can enable a symbiotic relationship between SEO strategy and technical implementation by powering automated competitive analysis, strategy suggestions, and one-click fixes. This represents a new approach that can improve time-to-market and optimize implementation timescales through a no-code model.
The Content & Buyer Show: Let's Map #WTSFestRejoice Ojiaku
Do you sometimes find it difficult to create targeted content for a specific point in your buyer's journey? Well, maybe you are not using the right content. In this talk, we go through the different content formats there are and how those can be mapped to a specific buyer's journey.
PIKAC! Un moderno framework SEO (a prova di algoritmo)Martino Mosna
Intervento al Search Marketing Connect 2018
I motori di ricerca esistono ormai da più di 20 anni, ma manca ancora una metodologia che guidi chi fa SEO, tanto i consulenti e le agenzie quanto i clienti, verso un percorso di ottimizzazione della struttura e dei contenuti dei siti web che guardi più in là degli aggiornamenti algoritmici e delle passeggere mode del momento. In questo intervento vedremo assieme come evolvere finalmente la SEO in una disciplina che affondi solidamente le sue radici nei principi base del marketing, ma dia anche concreti spunti pratici per strutturare il lavoro quotidiano in modo efficace. Ma perché "PIKAC"? Scopriamolo assieme!
The document discusses scaling SEO through a product-led approach. It describes how content production and performance analysis can be scaled using templates, natural language generation, and data aggregation/dashboards. Specific strategies discussed include scaling content production through AI-assisted templates reviewed by specialists, and scaling analytics through custom dashboards integrating internal and external data to surface hidden opportunities. The overall message is that many aspects of SEO can be scaled through automation and data-driven approaches while maintaining quality.
How to do keyword research in a language you don’t speak, by Lidia InfanteLidia Infante
In this talk, Lidia explains how the human factors of international SEO can make or break your strategy and will share her tried and tested methodology for multilingual keyword research.
Resources:
How to do keyword research in a language you don’t speak: https://www.lidia-infante.com/post/international-keyword-research-brightonseo
Keyword Relevance Score template: https://docs.google.com/spreadsheets/d/1sEpgd8b-pr-LZwBpxXYMMNHXQEHi3GUa3uwA3d1GWpk/edit#gid=978627541
5 key factors to a successful international SEO strategy:
https://www.lidia-infante.com/post/international-seo-factors-beyond-hreflang
A beginner’s guide to keyword mapping (with template): https://riseatseven.com/blog/keyword-mapping-guide/
Brighton SEO - Measurefest talk.
With data visualisation, you can uncover insights much easier than reading through a list of numbers. In this talk you will find how you should use Google Data Studio and Power BI for visualizing SEO performance. This will help you to tell the correct SEO data stories.
BrightonSEO Autumn 2021 - Advanced YouTube SEO TricksItamar Blauer
In this talk, Itamar will go through some lesser-known and advanced YouTube SEO tricks that *might* blow your mind AND increase your organic visibility on YouTube.
The document discusses strategies for content creation targeting low search volume keywords. It notes that while some marketers ignore these keywords, they can be high intent terms that are likely to convert if addressed with relevant content. The document advocates mapping out related low search volume topics, creating templates with rules for metadata, and programmatically launching many pages to cover niche topics. When this was tested with a 100-page pilot, it led to 105% traffic growth and 25% higher conversions after expanding the program to over 5,000 pages. The conclusion is that low search volume keywords should not be ignored as they can find "precious" intent if addressed properly.
Why Scaling (Great) Content Is So Bloody HardAhrefs
The document discusses the challenges of scaling great content and provides tips to overcome them. It recommends systematizing content creation processes through standard operating procedures (SOPs) to streamline production. Specific tips include subjecting content to expert review, and using high-quality writers while systematizing processes to maintain quality as output increases. The overall message is that scaling content quantity is easy but maintaining high quality at scale requires systemization.
Crawl budget refers to the number of pages a site is allowed to request that Google crawls on a daily basis. It is important because exceeding the crawl budget can lead to pages not being indexed. The document provides tips on how to identify a site's current crawl rate, issues impacting crawl budget like errors and duplicate content, and strategies for optimizing demand and capacity such as improving site speed and creating fresh content regularly. The goal is identifying any crawl issues and optimizing the crawl budget to have the most important pages indexed.
Freddy Krueger's Guide to Scary Good ReportingGreg Gifford
This document is a list of 94 iconic horror films released between 1972-2022, arranged chronologically. Some of the most notable franchises featured include Halloween, A Nightmare on Elm Street, Friday the 13th, Child's Play, Scream, and Candyman. The list starts with seminal films from the 1970s like The Texas Chain Saw Massacre and Carrie and includes modern classics such as Get Out, It Follows, and A Quiet Place.
BrightonSEO April 2022 - Kara Thurkettle - Search in the Metaverse.pdf🇺🇲 🇬🇧 Kara Thurkettle
1) What is "The Metaverse?"
2) What technologies are being used within The Metaverse?
3) How are these technologies transforming shopping behavior?
4) How are the technologies impacting search?
5) Why should search professionals care and how do we optimise for this?
6) What gives NFTs their value and how can we optimise them?
7) What types of experiences are industries creating with these technologies?
8) What the user concerns around "The Metaverse" and how cam we be more ethical?
The Elusive ROI of Content Marketing (by Tim Soulo)Ahrefs
In the past few years we’ve seen a lot of SaaS businesses utilize content marketing as a growth channel. But measuring the ROI of your content marketing is quite tricky and oftentimes plain impossible. So, how can you know if you’re spending money and effort on the right things and not squandering any of your resources? In his talk, Tim will share his experience running content marketing for Ahrefs, a $100M ARR bootstrapped SaaS.
The Best Execution for your Digital PR and Link Building CampaignsPaddy Moogan
Presented by Paddy Moogan at BrightonSEO, learn how to execute your digital PR and link building campaigns and to take the step from idea to production without losing focus.
Stoicism in Digital - brightonSEO April 2022.pdfAlex Wright
In this presentation, I give an introduction to the ancient philosophy of Stoicism, and how the teachings of the ancient Stoics can help us to manage ourselves as we move through our careers in digital.
brightonSEO - Stress Is Contagious Don't Catch It From Your ClientsKathryn Monkcom
Agencies are made up of people. Client teams are made up of people. And people have A LOT of emotions. Juggling other people’s fears, needs and stresses is exhausting and yet, if you care about your work, you do it every day.
You’ll leave this talk with psychologically-backed coaching techniques you can use in your professional interactions to stop other people’s drama clouding your judgement and affecting your mood at work and at home.
How to create content that generates leads -- not just traffic.pptxAramintaRobertson
The document discusses how to create content that generates leads rather than just traffic. It emphasizes focusing content on customers' needs through a solid content strategy, deep understanding of the target audience, expertise-driven content, and analytics tracking. Specific tips include researching common customer questions, identifying their best potential customers, and addressing popular search queries with in-depth answers from subject experts. The goal is to solve customers' problems and generate leads through helpful, targeted content.
Hreflang tags: everything you need to know to start implementing themSara Moccand-Sayegh
The takeaway:
1. Why/What/How of hreflang
2. Some examples of practical application
3. Canonical VS hreflang
4. Common hreflang mistakes
5. Is hreflang a ranking factor?
Kleecks - AI-Martech as a game changer-DEF.pdfKleecks
This document discusses how AI and automation can revolutionize the SEO value chain. It argues that AI can enable a symbiotic relationship between SEO strategy and technical implementation by powering automated competitive analysis, strategy suggestions, and one-click fixes. This represents a new approach that can improve time-to-market and optimize implementation timescales through a no-code model.
The Content & Buyer Show: Let's Map #WTSFestRejoice Ojiaku
Do you sometimes find it difficult to create targeted content for a specific point in your buyer's journey? Well, maybe you are not using the right content. In this talk, we go through the different content formats there are and how those can be mapped to a specific buyer's journey.
PIKAC! Un moderno framework SEO (a prova di algoritmo)Martino Mosna
Intervento al Search Marketing Connect 2018
I motori di ricerca esistono ormai da più di 20 anni, ma manca ancora una metodologia che guidi chi fa SEO, tanto i consulenti e le agenzie quanto i clienti, verso un percorso di ottimizzazione della struttura e dei contenuti dei siti web che guardi più in là degli aggiornamenti algoritmici e delle passeggere mode del momento. In questo intervento vedremo assieme come evolvere finalmente la SEO in una disciplina che affondi solidamente le sue radici nei principi base del marketing, ma dia anche concreti spunti pratici per strutturare il lavoro quotidiano in modo efficace. Ma perché "PIKAC"? Scopriamolo assieme!
The document discusses scaling SEO through a product-led approach. It describes how content production and performance analysis can be scaled using templates, natural language generation, and data aggregation/dashboards. Specific strategies discussed include scaling content production through AI-assisted templates reviewed by specialists, and scaling analytics through custom dashboards integrating internal and external data to surface hidden opportunities. The overall message is that many aspects of SEO can be scaled through automation and data-driven approaches while maintaining quality.
How to do keyword research in a language you don’t speak, by Lidia InfanteLidia Infante
In this talk, Lidia explains how the human factors of international SEO can make or break your strategy and will share her tried and tested methodology for multilingual keyword research.
Resources:
How to do keyword research in a language you don’t speak: https://www.lidia-infante.com/post/international-keyword-research-brightonseo
Keyword Relevance Score template: https://docs.google.com/spreadsheets/d/1sEpgd8b-pr-LZwBpxXYMMNHXQEHi3GUa3uwA3d1GWpk/edit#gid=978627541
5 key factors to a successful international SEO strategy:
https://www.lidia-infante.com/post/international-seo-factors-beyond-hreflang
A beginner’s guide to keyword mapping (with template): https://riseatseven.com/blog/keyword-mapping-guide/
Brighton SEO - Measurefest talk.
With data visualisation, you can uncover insights much easier than reading through a list of numbers. In this talk you will find how you should use Google Data Studio and Power BI for visualizing SEO performance. This will help you to tell the correct SEO data stories.
BrightonSEO Autumn 2021 - Advanced YouTube SEO TricksItamar Blauer
In this talk, Itamar will go through some lesser-known and advanced YouTube SEO tricks that *might* blow your mind AND increase your organic visibility on YouTube.
The document discusses strategies for content creation targeting low search volume keywords. It notes that while some marketers ignore these keywords, they can be high intent terms that are likely to convert if addressed with relevant content. The document advocates mapping out related low search volume topics, creating templates with rules for metadata, and programmatically launching many pages to cover niche topics. When this was tested with a 100-page pilot, it led to 105% traffic growth and 25% higher conversions after expanding the program to over 5,000 pages. The conclusion is that low search volume keywords should not be ignored as they can find "precious" intent if addressed properly.
Why Scaling (Great) Content Is So Bloody HardAhrefs
The document discusses the challenges of scaling great content and provides tips to overcome them. It recommends systematizing content creation processes through standard operating procedures (SOPs) to streamline production. Specific tips include subjecting content to expert review, and using high-quality writers while systematizing processes to maintain quality as output increases. The overall message is that scaling content quantity is easy but maintaining high quality at scale requires systemization.
Crawl budget refers to the number of pages a site is allowed to request that Google crawls on a daily basis. It is important because exceeding the crawl budget can lead to pages not being indexed. The document provides tips on how to identify a site's current crawl rate, issues impacting crawl budget like errors and duplicate content, and strategies for optimizing demand and capacity such as improving site speed and creating fresh content regularly. The goal is identifying any crawl issues and optimizing the crawl budget to have the most important pages indexed.
Freddy Krueger's Guide to Scary Good ReportingGreg Gifford
This document is a list of 94 iconic horror films released between 1972-2022, arranged chronologically. Some of the most notable franchises featured include Halloween, A Nightmare on Elm Street, Friday the 13th, Child's Play, Scream, and Candyman. The list starts with seminal films from the 1970s like The Texas Chain Saw Massacre and Carrie and includes modern classics such as Get Out, It Follows, and A Quiet Place.
BrightonSEO April 2022 - Kara Thurkettle - Search in the Metaverse.pdf🇺🇲 🇬🇧 Kara Thurkettle
1) What is "The Metaverse?"
2) What technologies are being used within The Metaverse?
3) How are these technologies transforming shopping behavior?
4) How are the technologies impacting search?
5) Why should search professionals care and how do we optimise for this?
6) What gives NFTs their value and how can we optimise them?
7) What types of experiences are industries creating with these technologies?
8) What the user concerns around "The Metaverse" and how cam we be more ethical?
The Elusive ROI of Content Marketing (by Tim Soulo)Ahrefs
In the past few years we’ve seen a lot of SaaS businesses utilize content marketing as a growth channel. But measuring the ROI of your content marketing is quite tricky and oftentimes plain impossible. So, how can you know if you’re spending money and effort on the right things and not squandering any of your resources? In his talk, Tim will share his experience running content marketing for Ahrefs, a $100M ARR bootstrapped SaaS.
The Best Execution for your Digital PR and Link Building CampaignsPaddy Moogan
Presented by Paddy Moogan at BrightonSEO, learn how to execute your digital PR and link building campaigns and to take the step from idea to production without losing focus.
Stoicism in Digital - brightonSEO April 2022.pdfAlex Wright
In this presentation, I give an introduction to the ancient philosophy of Stoicism, and how the teachings of the ancient Stoics can help us to manage ourselves as we move through our careers in digital.
Inbound Marketing: 5 passi per contattare i tuoi clienti anche senza incontrarli39Marketing
Il Marketing online e le tecniche di inbound marketing sono essenziali nei momenti in cui le aziende non possono raggiungere fisicamente i clienti: situazioni di lockdown, periodi di ferie e vacanze, picchi di lavoro e attività.
Scopri qualche trucco. Per maggiori approfondimenti https://www.39marketing.it/inbound-marketing
Presentazione riguardante tecniche base di SEO e SEM (poco) per principianti. Meccanismi di indicizzazione delle pagine, crawler google, errori comuni, aggiornamenti al motore di ricerca, best practice. Presentazione tenuta in occasione di Fornitore Offresi 2017
profilo e rubrica, le killer application della intranet - Webinar - [Intranet...Giacomo Mason
Molto più di un cercapersone
Da sempre, la rubrica interna è la killer application delle intranet di tutto il mondo.
Ma negli anni questo fondamentale strumento si è evoluto enormemente, fino a diventare un radar raffinatissimo per cercare esperti, capire chi fa cosa in azienda, individuare competenze e scovare talenti nascosti nell’organizzazione.
Con un pizzico di gamification quando serve.
Le arcane schede individuali della rubrica “old style” si sono evolute in profili personali aggiornati, ricchi di informazioni a disposizione dei colleghi, e la vecchia casella di ricerca non scova più solo cognomi ma skill, progetti, ruoli e competenze interne.
Una applicazione interna fondamentale che, se ben progettata, ci permette di fotografare quell’enorme patrimonio aziendale costituito dalle persone: ruoli, attività, progetti, skills.
Il webinar vi racconta dove siamo arrivati oggi con un occhio, come sempre, alla letteratura internazionale e ai casi di successo più rilevanti.
Argomenti del webinar
Il cercapersone si è evoluto
Dalla scheda al profilo personale
Contatti, attività, skill, e poi?
Chi alimenta il profilo?
Pattern di design per la rubrica interna
Da che parte iniziare? Da dove si inizia a fare a Blogger Marketing? Come si scelgono i blogger da reclutare per un progetto online? E’ davvero utile e produttivo scegliere i referenti di un progetto solo in base ai loro numeri o a quanto sono famosi? Quali sono le metriche reali da considerare quando si lavora con i blogger?
Il PW è l'elaborato finale per ottenere il titolo di Master Social Media & Digital Marketing presso l'istituto EuropaCube Innovation Business School.
Il PW consiste nella preparazione di un Piano Strategico Operativo di Social Media Management.
RIPRODUZIONE VIETATA
Come utilizzare le parole chiave migliori oltre la rete di ricerca?Booster Box
Molti account faticano ad ottenere performance elevate al di la' della Rete di Ricerca. Vediamo insieme 3 tattiche estremamente efficaci per utilizzare al massimo le parole chiave che performano meglio sulle campagne di ricerca, estendendone l'efficacia anche alla rete Display.
(not provided): E' possibile fare SEO senza le parole chiave?Martino Mosna
Presentazione per la sessione "Don’t Panic! A Hitchhiker’s Guide To Surviving SEO Changes", tenuta in compagnia di John Mueller (Google) e Gianluca Fiorelli
(not provided): E' possibile fare SEO senza le parole chiave?
(not so) Private Blog Networks
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(not so) Private Blog Networks
Le reti private di blog sono davvero private?
di Martino Mosna
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●
Specialista SEO dal 2006
●
Freelance dal 2011
●
Non acquista link da 10 anni
Chi vi parla: Martino Mosna
Chi vi parla: Martino Mosna
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Di cosa parleremo...
1. Definizione di PBN
2. Le penalizzazioni algoritmiche
3. Come identificare un sito parte di una PBN
4. Backlink audit
5. Guardiamo una PBN con gli occhi di Google
5. Search Marketing Connect – 3 e 4 Dicembre 2021, Rimini – #smconnect
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Definizione di PBN
●
Letteralmente “Reti di blog private”
●
Private perché “a disposizione”
●
Private perché non sono “pubbliche”
●
Usate come serbatoio di PageRank
●
Strumento di uso diffuso per il link building
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L’impronta di una PBN
Molto sforzo viene speso per minimizzare quella che si
pensa sia l’impronta di un network:
●
Hosting differenti
●
Piattaforme CMS differenti
●
Intestatari e registranti nome dominio differenti
●
Link verso siti autoritari “es. Wikipedia”
●
Link verso pagine social
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Le PBN funzionano?
Funzionano benissimo…
8. Search Marketing Connect – 3 e 4 Dicembre 2021, Rimini – #smconnect
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Le PBN funzionano?
Funzionano benissimo…
per farsi penalizzare.
10. Search Marketing Connect – 3 e 4 Dicembre 2021, Rimini – #smconnect
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10/65
Non tutti i crolli sono penalizzazioni
Un sito può perdere bruscamente traffico su Google
per molte ragioni differenti:
●
Errore tecnico (es. niente 301 in fase di migrazione)
●
Stagionalità o eventi improvvisi (es. lockdown)
●
Penalizzazioni manuali (molto rare oggi)
●
Penalizzazioni algoritmiche
11. Search Marketing Connect – 3 e 4 Dicembre 2021, Rimini – #smconnect
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11/65
Non sono sempre i linketti il problema
Le penalizzazioni algoritmiche
(dal Panda Update in qua)
●
utilizzano sempre più fattori
●
dati in pasto ad un algoritmo di Machine Learning
(oggi li chiamano Core Update)
12. Search Marketing Connect – 3 e 4 Dicembre 2021, Rimini – #smconnect
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Classificatore ML
SVM
(Support Vector Machines)
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Perché la fisarmonica?
Il classificatore si “muove” in
corrispondenza di un
aggiornamento algoritmico.
Sito “sull’orlo” del classificatore
ML cambia bruscamente.
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I cambiamenti a volte sono sul sito
Sito “vicino all’orlo” del classificatore
ML accumula segnali negativi.
Subisce una penalizzazione anche
non in corrispondenza di un
aggiornamento.
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A volte il problema sono proprio i linketti!
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Funziona anche al contrario!
Sito “vicino all’orlo” del
classificatore ML si ripulisce dai
segnali negativi.
Ottiene una promozione anche
non in corrispondenza di un
aggiornamento!
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Si recupera...
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E quando l’aggiornamento arriva...
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Come fare per giudicare?
Annusare il malato per
sentire dove puzza.
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Domande da fare
Avete fatto link building?
Quando?
Avete una lista dei link acquistati?
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Chi ben comincia...
Risposte oneste sono un primo
ottimo passo per uscirne.
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Informazioni scarse su autori e titolare
Ad esempio:
●
Autore assente
●
"Admin"
●
"La Redazione"
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Pagina “Chi siamo” vuota
●
etc.
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Segni di sciatteria
Ad esempio:
●
"il mio Blog
Wordpress" nel titolo
●
"Powered by" nel footer
●
link al provider di temi
(Themeforest etc.)
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Whois offuscato
Registrant e Admin del
dominio sono nascosti
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Linea editoriale: la rava...
Contenuti senza un
chiaro filo conduttore
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Linea editoriale: ...e la fava
A volte, contenuti
adult/gambling
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Linketti
Linketti, linketti ovunque
(venduti, ma anche affiliati)
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Classificare i siti che linkano
Possiamo suddividere la
maggior parte dei siti in:
●
Blog legittimi
●
Content farm o PBN
●
Directory
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Testate giornalistiche
●
Testate non giornalistiche
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Pianificare le azioni di pulizia
Azioni differenziate:
●
Far rimuovere il link
●
Far applicare rel
sponsored
●
Non fare nulla
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E come extrema ratio...
Compilare il file Disavow
da inviare a Google
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Scansione dei siti
1. Dal backlink audit
selezionamo i siti classificati
come Content farm / PBN
2.Di ciascuno effettuiamo la
scansione tramite crawler di
nostra scelta
Caso di studio: 36 siti in totale
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Creazione del link graph
Source Target
Source Target
Source Target
Source Target
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Analisi dei link in uscita
Costruiamo il link graph
dei soli link in uscita
linkettizozzi.it
linkettizozzi.it
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Solo link che passano PageRank
Esclusi: nofollow, figli e
figliastri
linkettizozzi.it
linkettizozzi.it
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Semplifichiamo l’analisi
Solo analisi dei domini di
destinazione
(e non delle URL singole)
Per semplicità di
rappresentazione
DA:
https://www.vendolinketti.it/articolospammoso/
https://facciolinkbuilding.it/pagina
A:
vendolinketti.it
facciolinkbuilding.it
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Output pre-elaborazione
Quello che otteniamo è un
listone di domini in relazione
tra di loro.
Per ogni link, una coppia
Source > Target.
●
36 siti
●
308.869 linketti in uscita
●
verso 9.716 siti differenti
spammolinketti.com
vendolinketti.it
etc.
Molti
siti
differenti...
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Importazione in Gephi
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Configurazione del grafo
Grafo
orientato
(directed)
Fusione
degli archi
(edges)
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Sotto con la magia
FORCE
ATLAS 2
CALCOLO
PAGERANK
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Non comprate i linketti, bimbi...
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Seriamente...
●
Fare campagne di link building è rischioso
●
Se arriva la penalizzazione, tocca ripulire
●
Le PBN non sono davvero private
●
Per quanto tu sia bravo a mascherare una PBN, c’è
un’impronta che non puoi davvero nascondere...
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LINKETTI
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Bibliografia
Gephi
https://gephi.org/
Perchè ho cambiato idea sull’acquisto di link (31 dicembre 2012)
https://www.martinomosna.com/blog/perche-ho-cambiato-idea-sullacquisto-di-link/
Non comprate i linketti, bimbi… (17 febbraio 2021)
https://connect.gt/topic/245206/non-comprate-i-linketti-bimbi
SVM – The Secret Sauce inside Google’s Panda
http://clickbump.com/panda/
Indice di Visibilità di SISTRIX: spiegazione, contesto e calcolo
https://www.sistrix.it/support/indice-di-visibilita-di-sistrix/
Link rifiutati che rimandano al tuo sito
https://support.google.com/webmasters/answer/2648487?hl=it
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Grazie!
Spazio alle domande...
Per ulteriori informazioni:
Email: info@martinomosna.com
Twitter: @martinomosna
Linkedin: /in/martinomosna