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SES Hong Kong 2013: Updating strategies: why traditional content spamming methods no longer work
This document provides an overview of strategies for optimizing organic search rankings. It discusses how traditional content spamming methods no longer work due to Google algorithms like Panda and Penguin that penalize low-quality, thin content and unnatural links. The document recommends auditing content, links, technical issues and social signals to identify and address any issues negatively impacting rankings. It also speculates that future Google algorithms may incorporate more social metrics and author/domain authority in determining search results.
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SES Hong Kong 2013: Updating strategies: why traditional content spamming methods no longer work
- 1. PAK HOU CHEUNG ORGANICSEARCH STRATEGIST BLUEGLASS.CO.UK SES HONG KONG – SEPTEMBER 2013 BLUEGLASS.CO.UK UPDATING STRATEGIES WHY TRADITIONAL CONTENT SPAMMING METHODS NO LONGER WORK
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- 11. BLUEGLASS.CO.UK Source Credit: GoogleWebmaster Tools
- 12. BLUEGLASS.CO.UK Links are thereto help: “Drive users to your website”
- 13. BLUEGLASS.CO.UK LINKS WERE NATURALLY EARNED& HUMANLY CURATED
- 14. BLUEGLASS.CO.UK WHAT IS GOOGLEPANDA & PENGUIN? Panda identifies thin/weak content and penalises you for publishing it Penguin penalises you for thin/weak content which links to you
- 15. BLUEGLASS.CO.UK HOW CAN ITELL IF I HAVE BEEN PENALISED?
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- 17. BLUEGLASS.CO.UK GOOGLE WEBMASTER TOOLS Examplesof Manual Actions 1. Unnatural links to your site 2. Unnatural links from your site 3. Hacked site 4. Thin content with little or no added value 5. Pure spam 6. User-generated spam 7. Cloaking and/or sneaky redirects 8. Hidden text and/or keyword stuffing 9. Spammy freehosts Source: https://support.google.com/webmasters/answer/2604824?hl=en&ref_topic=2604771
- 18. BLUEGLASS.CO.UK WHAT DOES A PENALISEDSITE LOOK LIKE? Pre Panda & Penguin Organic Traffic
- 19. BLUEGLASS.CO.UK WHAT DOES A PENALISEDSITE LOOK LIKE? Update: 18th September,2012 Panda Rolls Out affecting 0.7% of queries Source: http://searchengineland.com/panda-update-3-92-rolling-out-or-is-it-panda-4-0-time-133607
- 20. BLUEGLASS.CO.UK WHAT DOES A PENALISEDSITE LOOK LIKE? Update: 15th March, 2013 – Panda algorithm update Source: http://searchengineland.com/googles-matt-cutts-on-upcoming-penguin-panda-link-networks- updates-151273
- 21. BLUEGLASS.CO.UK WHAT DOES A PENALISEDSITE LOOK LIKE? Update: 22nd May, 2013 – Penguin algorithm update (1.2 – 3rd update) Source: http://searchengineland.com/google-penguin-update-3-135527
- 22. BLUEGLASS.CO.UK MOZ GOOGLE ALGORITHHISTORY CHANGE Source: http://moz.com/google-algorithm-change
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- 25. BLUEGLASS.CO.UK AUDIT FOR PANDA- TECHNICAL • Redirects ( 301s, 302s) • Crawl Errors (404s, 500s) • Title Tag (Too Long / Short) • Pages Where The Title is Missing or Empty • Duplicate Pages (Title Tags & Content) • Pages That have Long URLs (> 115 characters) • Overly-Dynamic URL Analysis • Pages Containing Too Many On-Page Links • Missing Meta Description Tag Analysis • Robots.txt Analysis • Canonical Tags Analysis • Indexed URLs Analysis • Total URLs Indexed in Search Engines • Clear Site Structure • Page Speed
- 26. BLUEGLASS.CO.UK AUDIT FOR PANDA- CONTENT Source: http://www.blueglass.co.uk/blog/content-auditing/
- 27. BLUEGLASS.CO.UK AUDIT FOR PANDA- CONTENT Source: http://www.blueglass.co.uk/blog/content-auditing/ Pages that have no: - Traffic - Links - Comments - Social Interactions Essentially there to manipulate the Google algorithm
- 28. BLUEGLASS.CO.UK AUDIT FOR PANDA- CONTENT Source: http://www.blueglass.co.uk/blog/content-auditing/ Technical Tools to help recover: • Microsoft IIS SEO Crawler • Screaming Frog SEO Spider • Google Webmaster Tools Content Tools to help recover: • Screaming Frog • Google Analytics • Site Liner
- 29. BLUEGLASS.CO.UK PANDA RECOVERY EXAMPLE •Title tag revision • Removal of duplicate sub domain site • 301 redirect of duplicate pages • 301 redirect of crawl error pages • Building up on thin content pages • Contextual links from blog • URL friendly re-write • Canonical URLs
- 30. BLUEGLASS.CO.UK AUDIT FOR PENGUIN– 1) DOWNLOAD ALL YOUR LINKS
- 31. BLUEGLASS.CO.UK AUDIT FOR PENGUIN– 2) ANALYSE YOUR ANCHOR TEXT DISTRIBUTION %
- 32. BLUEGLASS.CO.UK AUDIT FOR PENGUIN– 3) ANALYSE TOPICAL RELEVANCY OF LINKS
- 33. BLUEGLASS.CO.UK AUDIT FOR PENGUIN– 4) COMPARE AGAINST YOUR COMPETITORS!
- 34. BLUEGLASS.CO.UK AUDIT FOR PENGUIN– 5) FIND OUT WHAT A NUMBER 1 SITE PROFILE LOOKS LIKE Source: http://www.linkdetective.com/
- 35. BLUEGLASS.CO.UK AUDIT FOR PENGUIN– 6) WORK ON REMOVAL OF OBVIOUS LINKS - Site Wide Links - Directory - Social Bookmarks - Articles - Advertorials
- 36. BLUEGLASS.CO.UK AUDIT FOR PENGUIN– 7) LASTLY USE DISAVOW IF YOU CANNOT REMOVE LINK Common Problems with Disavow: http://www.youtube.com/watch?v=CX5K741AlWg
- 37. BLUEGLASS.CO.UK GOOGLE INCREASE INRANKINGS Example of internal results: Helped client remove - +32k links from 40 domains
- 38. BLUEGLASS.CO.UK BING DECREASE INRANKINGS Example of internal results: Helped client remove - +32k links from 40 domains
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- 40. BLUEGLASS.CO.UK WE KNOW GOOGLEHAS MORE DATA SIGNALS THEN EVER
- 41. BLUEGLASS.CO.UK Google+ is verificationnetwork for authors
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- 43. BLUEGLASS.CO.UK STAYING AHEAD OFTHE GAME
- 44. BLUEGLASS.CO.UK GOOGLE ALREADY TOLDUS: - PANDA – PENALISE LOW VALUE CONTENT - PENGUIN – PENALISE MANIPULATIVE LINKS - AGENT RANK – WHO LINKS TO WHO ESSENTIALLY GOOGLE IS TRYING TO FUTURE PROOF THEIR SEARCH ENGINE FROM SPAMMERS
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- 46. BLUEGLASS.CO.UK PAGE METRIC RANK: 1)SOCIAL SIGNALS 2) LINK SIGNALS
- 47. BLUEGLASS.CO.UK SOCIAL METRICS: • GOOGLE+ • FACEBOOK • TWITTER • LINKEDIN • PINTEREST • STUMBLES
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- 52. BLUEGLASS.CO.UK HOW DO WEBENCHMARK HUMAN INTERACTIONS?
- 53. BLUEGLASS.CO.UK USE #SOCIALCRAWLYTICS TOBENCHMARK A WEBSITE’S SOCIAL INTERACTIONS
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- 57. BLUEGLASS.CO.UK PAGE METRICS: - AUTHOR -LINK METRICS - PAGE RANK - DOMAIN AUTHORITY - CITATION & TRUST FLOW - LINK RELEVANCE - REFERRING DOMAINS - CITATION LINKS - CO CITATION LINKS
- 58. BLUEGLASS.CO.UK Image credit toJackie Hole (@JackieHole) from March, 2013 - Think Visibility Conference
- 59. BLUEGLASS.CO.UK Image credit toJackie Hole (@JackieHole) from March, 2013 - Think Visibility Conference
- 60. BLUEGLASS.CO.UK Google+ is verificationnetwork for authors
- 61. BLUEGLASS.CO.UK Source Credit toAgent Rank: http://www.seobythesea.com/2011/11/trusted-by-google/ AGENT RANK: WHO LINKS TO YOU IS LIKELY TO BE MORE IMPORTANT THAN WHERE IT’S FROM
- 62. BLUEGLASS.CO.UK UNDERSTANDING TOPICAL AUTHORITY& RELEVANCE IS CRUCIAL
- 63. BLUEGLASS.CO.UK WORK WITH AUTHORS& INFLUENCERS, NOT COPYWRITERS
- 64. BLUEGLASS.CO.UK DON’T GIVE UPON LINK METRICS – USE AUTHORSHIP TO SUPPORT SEO!
- 65. BLUEGLASS.CO.UK USE LINK METRICSTO YOUR ADVANTAGE: - PAGERANK - DOMAIN AUTHORITY - CITATION & TRUST FLOW - LINK RELEVANCE - IP ADDRESS - EXTERNAL VS INTERNAL LINKS
- 66. BLUEGLASS.CO.UK CREATE A SCALABLECONTENT STRATEGY TO FOCUS ON QUALITY PRODUCTION & OUTREACH Content types include: • Infographics • Infograms • In-Depth Articles/Blog Posts • Videos • Kinetic Typography • Interactive Infographics • HTML5 content • Quizzes • Microsites/Communities • Events
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- 68. CONTENT OUTREACH & ENGAGEMENT STAYINGAHEAD OF THE GAME PAK HOU CHEUNG ORGANIC SEARCH STRATEGIST BLUEGLASS.COM ThinkVisibility - MARCH 2013 BLUEGLASS.CO.UK
- 69. BLUEGLASS.CO.UK Don’t rush straightinto content marketing
- 70. BLUEGLASS.CO.UK Analyse & fix thecontent and links you have already
- 71. BLUEGLASS.CO.UK Then you canexecute a content strategy from a solid platform
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Editor's Notes
- #73 What happened?!?!