Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

14 SEO Myths: BUSTED


Published on

Published in: Marketing, Technology, Design
  • Be the first to comment

  • Be the first to like this

14 SEO Myths: BUSTED

  2. 2. Janet Driscoll Miller President and CEO, Search Mojo Follow on Twitter: @janetdmiller @searchmojo #mojowebinar Tad Miller, Vice President of Accounts, Search Mojo Follow on Twitter: @jstatad SEARCH-MOJO.COM
  3. 3. • Search engine marketing firm founded in 2005 – Search engine optimization (SEO) – Pay-per-click advertising management (PPC) – Social media advertising – Online reputation management • Headquartered in Charlottesville, VA – Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more @searchmojo #mojowebinar SEARCH-MOJO.COM
  4. 4. @searchmojo #mojowebinar SEARCH-MOJO.COM
  5. 5. “Just put all the keywords you want to rank for in the Meta Tag Keywords…” @searchmojo #mojowebinar SEARCH-MOJO.COM
  6. 6. • The <meta> tag provides metadata about the HTML document. • Example: – <meta name="keywords" content="b2b lead generation services, search engine marketing agency, search engine optimization agency"> @searchmojo #mojowebinar SEARCH-MOJO.COM
  7. 7. NOPE! @searchmojo #mojowebinar SEARCH-MOJO.COM
  8. 8. Passing PageRank Spiders Following a Link Treats the link like a vote of popularity on a subject (subject may partially be defined by anchor text) Spiders/search bots use links like a highway to find new content and index it @searchmojo #mojowebinar SEARCH-MOJO.COM
  9. 9. • Google – In general, we don't follow them. This means that Google does not transfer PageRank or anchor text across these links. • Bing – @searchmojo #mojowebinar SEARCH-MOJO.COM
  10. 10. “You want to be #1 on Google? All you have to do is spend a lot of money advertising on Google…” @searchmojo #mojowebinar SEARCH-MOJO.COM
  11. 11. • Natural search results are derived from an Algorithmic math formula factoring in at least 200 different factors about websites…none of which includes advertising spend @searchmojo #mojowebinar SEARCH-MOJO.COM
  12. 12. @searchmojo #mojowebinar SEARCH-MOJO.COM
  13. 13. • Penguin focused on linkspam • “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. This includes any behavior that manipulates links to your site.” @searchmojo #mojowebinar SEARCH-MOJO.COM
  14. 14. @searchmojo #mojowebinar SEARCH-MOJO.COM
  15. 15. “SEO is easy. If you want to rank #1 for “Crossover Vehicles”, just buy the domain: and Voila! @searchmojo #mojowebinar SEARCH-MOJO.COM
  16. 16. • Then Google rolled out the Exact Match Domain Update • You no longer can get strong rankings solely based on your domain name. You have to fulfill the other ranking requirements too. @searchmojo #mojowebinar SEARCH-MOJO.COM
  17. 17. • Maybe not dead, just not as important as before. • Google’s guidelines re: link schemes – “Links with optimized anchor text in articles or press releases distributed on other sites.” • Google: If you are publishing a press release or an article on your site and distribute it through a wire or through an article site, you must make sure to nofollow the links if those links are “optimized anchor text.” • Pubcon 2013, Matt Cutts: – Press releases are considered “paid links” – Google just doesn’t count them – Press release anchor-text linking isn’t necessarily helping you today @searchmojo #mojowebinar SEARCH-MOJO.COM
  18. 18. • Messages from Google are cryptic. Make press release links “nofollow” and avoid anchor text optimization. @searchmojo #mojowebinar We don’t follow those links anyways because they are paid links. SEARCH-MOJO.COM
  19. 19. @searchmojo #mojowebinar SEARCH-MOJO.COM
  20. 20. Late July 2013 PubCon – Oct 2013 - During Q&A, Cutts discussed links from press release sites. He said Google identified the sites that were press release syndication sites and simply discounted them. He does stress that press release links weren’t penalized, because press release sites do have value for press and marketing reasons, but those links won’t pass PageRank. “Google has identified “a lot” of the top Press Release sites and ignores the links but doesn’t penalize those who are using them.” @searchmojo #mojowebinar SEARCHMOJO.COM SEARCH-MOJO.COM
  21. 21. • There are MILLIONS of press releases with links in them that have existed for years on MILLIONS of different sites • They aren’t going to require anyone to find every instance of these and find the locations of every reprint so that you can request the nofollow attribute on the link • Most press release distributors don’t even have an option to make links nofollow • The real burden is on the PR distribution service to make links nofollow on a going forward basis @searchmojo #mojowebinar SEARCHMOJO.COM SEARCH-MOJO.COM
  22. 22. • Expect a Google Power Play vs. Press Release Distributors. “Google has identified “a lot” of the top Press Release sites and ignores the links but doesn’t penalize those who are using them.” – Likely use of “User Generated Spam Penalties” that remove offending pages from the Google Index – Google will force nofollow on the Press Release distributors – Real benefit is in the distribution, not on the distributor site • Again, these are most likely going forward changes. Not retro-active punishments @searchmojo #mojowebinar SEARCHMOJO.COM SEARCH-MOJO.COM
  23. 23. “A true guest blogger is usually someone who is an expert on the subject matter and doesn’t drop a heavy amount of keywords in their anchor text.” “Guest blogging seems like it’s the fad of the month,” said Cutts, but he says it is best done in moderation. “It shouldn’t be your full-time job.” @searchmojo #mojowebinar SEARCH-MOJO.COM
  24. 24. • Facebook Shares are the biggest ranking factor… • Facebook Likes are a ranking factor • Social media follower counts can get you to the top • Google +1’s are ranking factor @searchmojo #mojowebinar SEARCH-MOJO.COM
  25. 25. @searchmojo #mojowebinar SEARCH-MOJO.COM
  26. 26. @searchmojo #mojowebinar SEARCH-MOJO.COM
  27. 27. ≠ @searchmojo #mojowebinar SEARCH-MOJO.COM
  28. 28. • Google does not use Facebook share data – in fact Facebook blocks access to that data Matt Says… • Google does not use Google +1 votes as a ranking factor: – “(I’m) Just trying to decide the politest way to debunk the idea that more Google +1s lead to higher Google web rankings.” @searchmojo #mojowebinar SEARCH-MOJO.COM
  29. 29. • Links on Facebook Fan or Company pages still count a little – Also open Personal Facebook pages with no privacy settings • Links on Social Channels without the nofollow attribute count – Sometimes third-party aggregator sites strip off the nofollow • Don’t expect a lot from these kind of links. They don’t scale into much. @searchmojo #mojowebinar SEARCH-MOJO.COM
  30. 30. • The default setting for Google signed-in users is “Search Plus Your World” • These results are heavily personalized on search history, location and the connections and content associated in Google Plus with +1 votes and G+ shares @searchmojo #mojowebinar SEARCH-MOJO.COM
  31. 31. @searchmojo #mojowebinar SEARCH-MOJO.COM
  32. 32. • AuthorRank vs. Authority – Authority = measure of importance on a subject – AuthorRank = type of algorithm adjustment Current: PageRank Coming: PageRank + AuthorRank PR 8 PR 8 + AR 10 PR 3 @searchmojo #mojowebinar PR 6 PR 3 PR 6 SEARCH-MOJO.COM
  33. 33. • Only 3.5% of Fortune 100 have adopted authorship • “Google is unable to use Authorship as a ranking signal if important authors aren’t participating.” – AJ Kohn @searchmojo #mojowebinar SEARCH-MOJO.COM
  34. 34. @searchmojo #mojowebinar SEARCHMOJO.COM SEARCH-MOJO.COM
  35. 35. • Site maps are more about giving search engines an efficient, clutter free path to look at your web pages • Benefits: – Deeper Indexing – More Frequent Indexing • Don’t assume your site is easy to crawl • Site Maps are not likely to improve rankings unless they allow a page to be found that search engines haven’t seen before @searchmojo #mojowebinar SEARCHMOJO.COM SEARCH-MOJO.COM
  36. 36. • What is schema (aka structured markup)? – Added information in your HTML – Helps search engines understand the type of content (think context) • “Marking up your data for rich snippets won't affect your page's ranking in search results, and Google doesn’t guarantee to use your markup.” @searchmojo #mojowebinar SEARCH-MOJO.COM
  37. 37. • “…new engine built on both existing and new parts, organized in a way to especially serve the search demands of today” • Affects 90% of all searches • The search demands of today are mobile style conversational searches – “What is the best place to eat hamburgers in Charlottesville” – “When does Big Head Todd and the Monsters play Charlottesville” @searchmojo #mojowebinar SEARCHMOJO.COM SEARCH-MOJO.COM
  38. 38. • Google Announced the Algorithm update on September 26, but it was actually rolled out on August 20 • We can’t tell that a single ranking from our clients was impacted at all • So much press, so much discussion, so much supposition… @searchmojo #mojowebinar SEARCHMOJO.COM SEARCH-MOJO.COM
  39. 39. • Google needed a better way to understand the conversational queries • “Siri-like” voice queries that are longer • Better understanding of natural language & synonyms • Improved Query Processing • It doesn’t really change what you should do @searchmojo #mojowebinar SEARCHMOJO.COM SEARCH-MOJO.COM
  40. 40. • Inbound links – Press releases – Spammy sites • Greater emphasis on content – Authorship • Greater emphasis on social – Google+ • SEO has become more holistic @searchmojo #mojowebinar SEARCH-MOJO.COM
  41. 41. Contact Search Mojo: Sean McCusty 800-939-5938 ext. 116 @searchmojo #mojowebinar SEARCH-MOJO.COM
  42. 42. 10 Killer Hacks for Remarketing Success November 21, 2013 2:00 p.m. ET Sarah Wyland Account Manager Search Mojo Scott Garrett Account Manager Search Mojo Register today at @searchmojo #mojowebinar SEARCH-MOJO.COM
  43. 43. Janet Driscoll Miller Twitter: @janetdmiller Google+: +Janet Driscoll Miller Tad Miller Twitter: @jstatad Google+: +Tad Miller Google+: +Search Mojo Twitter: @SearchMojo Facebook: @searchmojo #mojowebinar SEARCH-MOJO.COM