Josh Bachynski is an academic and Ethicist with over 16 years watching Google. He is currently making a documentary about how Google has hurt small businesses, mostly unnoticed, called “Don’t Be Evil: Google’s Secret War”, and is authoring a book about ethics and morality called “The Zombies” which seeks to outline how our world population is currently infected with a mind-controlling virus forcing us to be sad, angry, and unethical (happy days!). He may be found @joshbachynski on teh’ Twitters. Josh is a very emotional speaker, you might agree or disagree with him but you will never be bored. His opinion is very often controversial, but his Technical SEO ability is absolutely impeccable. About Webinar This is a second part of a complete How-to do SEO in 2016 including all the new ranking factors and major changes for 2016.

1. SEO GUIDE
2016
Josh Bachynski, SEO, MA, PhD (2nd yr)
joshbachynski@gmail.com(most images courtesy Google images)

2. ME

4. SEO !=
DEAD

5. SEO(BIG CHANGES IN 2016!)

6. THE
DEETS...

7. Positive Ranking Factors

8. YE OLDE ONPAGE SEO

9. Onpage SEO For 2016: 1) Research Topics…
What Do People Search Most?
Use Google Adwords Keyword planner
Go broad match for page topic (e.g. unusual xmas gifts)
Use exact match from that list only if natural
In GAKP select for your area (search varies by area)
Watch for mobile vs. desktop traffic (mo’ mobile 2016)
Haven’t done kw research recently? Do it again

10. Onpage SEO For 2016: 2) Make Your Pages
1 Topic per Page, name page search query if Natural
Otherwise put it in Title, H1 & Content... (EMD for humans now)
Write for humans – be precise, not repetitive
Use Title/Desc for CTR (only 49 chars or so)…
websiteadvantage.com.au/Google-SERP-Emulator
Stay fresh: update regularly, have an “updated on”,
current copyright, and year in title tag if room

11. BIGGER IS (STILL) BETTER

12. More pages =
more rankings
Lose pages = lose
rankings (inc url)...
Max internal links
to TOP pages

13. ONLY if you can maintain user
satisfaction!...

14. If they don’t convert, it’s not
fast/sexy/easy ENOUGH!

15. SERP CTR MATTERS
 More Traffic now!
 Better Title/Desc = Better
Conversion / Panda
defence
 Better CTR = Better
Rankings (Ohye, eg.)
[as long as ~bounce]

16. GET MORE CLICKS:
Find your CTR:
SC > Search Analytics > CTR
(youtube.com/jbachyns)
Check how it looks:
AdPreview or “google
SERP emulator”
Differentiate
Yourself:
If they look like this:
Red Apples | Red Apple …

17. Stand out w/ this:
Wow! Get TOP Red Apples!
YOU can get the BEST Apples for LOW
Prices. FREE Delivery. *** VISIT TODAY ***
Build value. CTA.
Always use the
POWER words: you,
free [best], now [today], new,
because [reason]

18. RANK
BRAIN
Hi, my name is

19. RANK
BRAIN
Hi, my name is
Sup’

20. Rankbrain = Hummingbird + Artificial Intelligence
 Hummingbird is the memory (reads pages and
schema to make an entity database)
 RankBrain is the Cognition (roughly “toddler-level”)
 Watches Searches, clicks, internal search
termination to “guess” what each entity
is/means/what the user wants

21. Rankbrain = Hummingbird + Artificial Intelligence
 E.g:
 User searches “neutragena”
 Search results have:
neutragenamotors.com
neutragenaskincare.com
 If more users click “motors”, and are
“satisfied”, (as dictated by their user actions)
then they change the entity database /
rankings...

22. This is how it works for ALL
search queries!
• Know (info), Do (action), Go (inc. brand)
• Global and Local
• “3rd biggest factor”…?
(let’s break that down)

23. 2016+ “Ranking Factor” Breakdown*
1. Onsite Semantic
URL silo, Pagename, title, h1, text, internal links, schema
2. Offsite Semantic
Backlinks, nofollows, topical mentions, offsite schema
(ratings), social action/shares/clicks, brand searches
3. User Actions (clicks, mouse, conversions)
SERP Bounce, Internal Bounce, Returns, Conversions
*global rankings (local has geolocation), also ignoring personalization (history, social)

24. Optimizing for RankBrain: User Searches/Actions!!!
 Make sure users are searching for your brand
(inc. Brand + service. E.g.: joshsfruitemporium apples)
THESE ARE 2016 LINKS!!!
 Make sure you have over 60% CTR on brand searches
(if you don’t, check SERP to see why not)
 Make sure they find what they are looking for (preferably on
that page, above 500px, under 3 seconds, w 60%+
conversion... And...)
 DON’T LET THEM BOUNCE BACK TO GOOGLE AND
SELECT ANOTHER RESULT!!! (or bounce around your site
either)...

25. Optimizing for RankBrain: User Searches/Clicks!!!
(cont.)
 How?
 Short, kitchy, memorable url name (kitchy.fun > emd.$$$)
 Advertise, social, blog (on real places ppl see)
 Obvious, absolute best value for site of your type
 Be so good they search/return, bookmark, share you...
 Incentivize brand searches / clicks:
Good titles, value, tech, design, cool, “contests”

26. LOCAL

27. LOCAL FOR 2016:
• “ENHANCED LISTING” IS YOUR FRIEND (G.B.P)
• MAXIMIZE YOUR MAPS LISTING!
• HAVE A QUALITY SITE – TASK COMPLETION
• HAVE MULTIPLE GOOD REVIEWS (BBB, LOCAL
FORUMS, BLOGS, G+, YELP, FACEBOOK, ETC.)
• BE MOBILE OPTIMIZED (WATCH USAGE)
• HAVE A CLICKABLE BUSINESS NAME TO
START…
• BE LOCATED IN GEOGRAPHIC REGION

28. GET SOCIAL BUZZ
GOING!

29. • ACTIVITY ON YOUR ASSOCIATED
PROFILES
• Post shareworthy content (brainstorm viral media)
• Engage, comment, talk (DON’T SELL / auto-post)
• CLICKS FROM SOCIAL (GOOGLE LEAK, SEO EXP.)
• SHARES OF YOUR PAGES (TW, G+, PIN, DIS, RED, ETC.
?FB)
• GET BUZZ FROM EXPERTS: (BUZZSUMO)
• Get Experts talking about you (reach out)
EXACTLY WHAT SOCIAL FACTORS HELP?...

30. LINKS(LESS AND LESS VALUE)

31. Links They Trust:
- High authority site
(real business: News, Charity)
- Not where everyone
else is
- Main Content Link
- Anchor w/ natural stop
words “good site for
fruit”, “great resource”,
etc.
- appropriate amount
don’t match SEO spam
patterns!
Links They 98% Ignore:
- New blogs
- Manual post sites
- Multi-topic sites/page
- PR, Directories, Articles
- Followed sidebar or footer
links (manual)
- Comments, Social
bookmarks, Forum Prof.
* No more than 8%
EMQ, PMQ, or commercial
dofollow anchors (even if in
URL – that doesn’t matter)

32. OK, HOW DO I GET
THOSE TRUSTED
LINKS?

33. DON’T BOTHER.

35. TRY TO RANK ON
OTHER, SAFER SIGNALS
FIRST.

36. The more popular, the more you
will rank for your topic
Internal Links
Topical Mentions
Internal Links
Fast/Mo/Pro Site
Social Shares
Brand Searches +
Variations
Social Profile Proof
Good & Reviews
Page(what)
Title(what/why)
H1(what/why)
Content
(what/why/how)
(ctr, 60%+ convert
schema)
No Pogo

37. SOUNDS
EASY... HUH?

38. SOUNDS
EASY... HUH?
Sup’

39. DEMOTERS

40. PANDA

41. Panda Single BIGGEST Demoter Algo Moving Forward
 Panda is like the Nazi’s TRUMP banging on your door and he
checks every house monthly, unannounced
 Based upon Usage Metrics & Onsite Factors
themoralconcept.net/pandalist.html
 Automatically updating in 2016!
 Many quality algos: daily dance (CTR / SERP Bounce),
quarterly adj. => monthly => weekly (internal + page crawl)

42. Do:
• Users Satisfied /
converting over 60%
• Professional Finishing
• Legit Business signals
• Outlink to authorities
• Be shared, liked,
reviewed, rated
Don’t:
• Have a boring blog
• Have superfluous kws
• Have a bad reputation
• Annoy users with Ads
• Have Affiliate links
• Have URL Pars in
navigation / canonical
• Have a bad design/html

43. PENGUIN!

44. PENGUIN
Penguin: “webspam” or “over-optimization” algo
 Works on onpage and offpage over-optimization
 Relation between EMQ -> EMQ(D)
 This includes title/alt, title tags, URL, content and anchors
 Page based (like “negative link juice”)
 PUNITIVE: Real-time(?) Disavow might not do anything!
How to remove?
 Remove onpage keyword repetition
 Delete (Disavow?) 80% + EMQ backlinks
 Or 404 or delete target page

45. Is there another way?

46. “PAID” LINKS

47. “PAID” LINKS
“Paid” links, affiliate links, advertorials
 Looked for by Google’s manual team (inc. questionable /
borderline spam links)
 Over 12,000 Google Manual Reviewers (2012)
 Algo bubbles up suspects, and “spam form”
Avoid:
 Sidebar, footer, directory list, blogroll, sitemap,
“compilation of sources”, style links (on or off)
 At best devalued, at worst triggers manual action

48. MANUAL
ACTIONS

49.  Manual Actions or “Penalties”
 Manual Actions come from the Manual Web Spam Team
 6 or more types of manual actions
 Listed in Search Console under “Search Traffic”
 Must have SC installed to see them (SC = WMT)
 (2) Most Important are “Unnatural Link Notices”
 Action vs SITE vs. Action vs LINKS
 Vs SITE, must delete links, show good faith, disavow rest, and
submit for reconsideration (can get out but…)
 Vs LINKS you must… DO NOTHING (warning to change)

50. DUPLICATIO

51. Duplicate Content Penalty?
 No such thing as a duplicate content penalty… but…
 (2) Problems with Dup Content:
1. It forces Google to choose which page to rank.
• They always choose the legacy trust + authority
2. John Mueller has admitted they “trust sites” with
duplicate content “LESS”
• Any canonical (technical) issues are quality issues

52. Duplicate Content Tips:
 Use PubSubHubUb or XIndexer or SC to spider content
 Use right-click copy paste and view source blockers
 Use copyscape to find copiers (use batch search)
 File DMCA requests with google
 Maintain an accurate sitemap in Search Console
 Or finally, just rewrite the content – especially if it poorly
performs, add in video and images, “Did you know” factoid
blocks, etc.

53. NEGATIVE SEO

54. Negative SEO is (still) HEEEEEEEEEEEERE....
Link Based Neg SEO:
• Spam like it was 2008 e.g. “kw1 kw1 kw1 kw1”
• Penguin 3 picked it up – Cutts admitted Penguin would
Other Neg SEO:
• Report them to JM/spam form, DOS for 50x error, make
1000s fake URLs (? Or #) on their site w/ “kw1” links, bad
reviews, attack their backlinks, scrape their articles, spam
their comments/posts, fake “good” users… and more!

55. Protect Yourself
Make a great site – be the “thing” people are looking
for – satisfy them
Older spam domains more susceptible: Sub-brand
Have the signals they don’t know about / can’t get

56. Be “the” site (or fake it well)
Internal Links
Topical Refs
Internal Links
Awesome Site
Social Share
Brand Searches
Social Profile Proof
Ratings/Reviews
No Pogo
Page(what)
Title(why)
H1-4
Content (how)
(ctr, 60%+ convert
schema)

57. JOSHBACHYNSKI@GMAIL.COM
QUESTIONS?
AUDITS, CCS, HELP?