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How To Bulletproof Your Content and Survive Any Algorithmic Change
Kim Tyrone Agapito
• Who Am I
Fast Outline
• Google Algorithm vs Your Content• What is Google Algoritm• How Google Changes Algorithm• Google Agent: Manual Raters
• The Need to Bulletproof
Kim Tyrone Agapito
• How Deadly A Change in Algorithm Can Be• Non Quality Content vs Quality Content • Bulletproofing Tips• Conclusion
• Algorithmic Change Losers and Winners
The Need to Bulletproof
Kim Tyrone Agapito
• What is Bulletproofing
Kim Tyrone Agapito
Definition for bulletproofing:Web definitions:make bulletproof; "bulletproof the car“Bulletproofing is the process of making something capable of stopping a bullet or similar high velocity projectiles e.g. shrapnel
The Need to Bulletproof
Kim Tyrone Agapito
• What is Content Bulletproofing
Kim Tyrone Agapito
Definition for bulletproofing:SEO definitions:make bulletproof; "bulletproof your content“Bulletproofing is the process of making your content invulnerable to changes in search engine algorithm e.g. Panda Update,
The Need to Bulletproof
Kim Tyrone Agapito
• Why is there a Need to Bulletproof Content
Kim Tyrone Agapito
Because we all depend on search engine rankings
The Need to Bulletproof
Kim Tyrone Agapito
• Why is there a Need to Bulletproof Content
Kim Tyrone Agapito
So you won’t be among the many people who are like this:
The Need to Bulletproof
Kim Tyrone Agapito
• Why is there a Need to Bulletproof Content
Kim Tyrone Agapito
shift careers
lose interest
So you won’t be among the many people who:
forced to resign
got laid off
just quit
The Need to Bulletproof
Kim Tyrone Agapito
• Why is there a Need to Bulletproof Content
Kim Tyrone Agapito
There are winners and losers in every algo update:
Kim Tyrone Agapito
• Why is there a Need to Bulletproof Content
Kim Tyrone Agapito
There are winners and losers in every algo update:
<
The Need to Bulletproof
The Need to Bulletproof
Kim Tyrone Agapito
• Why is there a Need to Bulletproof Content
Kim Tyrone Agapito
Top 3 Reasons why there are more losers than winners…
3. Webmasters/SEOs become lazy and carefree
The Need to Bulletproof
Kim Tyrone Agapito
• Why is there a Need to Bulletproof Content
Kim Tyrone Agapito
Top 3 Reasons why there are more losers than winners…
2. Overconfidence – too complacent of their top ranking
The Need to Bulletproof
Kim Tyrone Agapito
• Why is there a Need to Bulletproof Content
Kim Tyrone Agapito
Top 3 Reasons why there are more losers than winners…
1. Webmasters/SEOs are not being informed
Algorithmic Change Losers
Kim Tyrone Agapito
• Few of the Biggest Google Algorithmic Change Losers
Kim Tyrone Agapito
eHow.com
EzineArticles.com
WiseGeek.com
Buzzle.com
ArticleBase.com
http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers
Algorithmic Change Winners
Kim Tyrone Agapito
• Few of the Biggest Google Algorithmic Change Winners
Kim Tyrone Agapito
HuffingtonPost.com
USMagazine.com
HowStuffWorks.com
http://news.ebrandz.com/google/2011/4745-panda-update-new-winners-and-losers.html http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers
Algorithmic Change Winners
Kim Tyrone Agapito
• Few of the Biggest Google Algorithmic Change Winners
Kim Tyrone Agapito
Algorithmic Change Winners
Kim Tyrone Agapito
• Few of the Biggest Google Algorithmic Change Winners
Kim Tyrone Agapito
Algorithmic Change Winners
Kim Tyrone Agapito
• Few of the Biggest Google Algorithmic Change Winners
Kim Tyrone Agapito
Algorithmic Change Losers
Kim Tyrone Agapito
• Characteristics of the Biggest Google Algorithmic Change Losers (time of penalty)
Kim Tyrone Agapito
Low information value
Content is not reusable / Unlikely to be republishedLow or no media content
Content produced by non authoritative source
Lots of grammatical errors
Algorithmic Change Losers
Kim Tyrone Agapito
• Characteristics of the Biggest Google Algorithmic Change Losers (time of penalty)
Kim Tyrone Agapito
Definite/Predictable number of outbound links
Continuous block of textsNo social media integration
Content is not original (different from unique)
Content is not insightful
Algorithmic Change Losers
Kim Tyrone Agapito
Not in compliance with:
More guidance on building high-quality Friday, May 06, 2011 at 11:22 AM
Kim Tyrone Agapito
http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html
Your Content vs Google Algorithm
Kim Tyrone Agapito
Why is your content in an apparent battle against Google’s Algorithm?
Kim Tyrone Agapito
Your content is like a terrorist in the eyes of Google - SPAM
Your Content vs Google Algorithm
Kim Tyrone Agapito
Why is your content in an apparent battle against Google’s Algorithm?
Kim Tyrone Agapito
You are out there just to make money online
Your Content vs Google Algorithm
Kim Tyrone Agapito
Why is your content in an apparent battle against Google’s Algorithm?
Kim Tyrone Agapito
Google is made for searchers
Not for SEOsNot for affiliate marketersNot for third world country online workers
What is Google Algorithm
Kim Tyrone Agapito
Algorithm as an effective method expressed as a finite list of well-defined instructions for calculating a function. Algorithms are used for calculation, data processing, and automated reasoning. In simple words an algorithm is a step-by-step procedure for calculations.
Kim Tyrone Agapito
What is Google Algorithm
Kim Tyrone Agapito
Google Algorithm or more precisely Google Search Algorithm is Google’s own way of ranking websites and webpages for a keyword based on many ranking factors – more than a single blog post can cover.
Kim Tyrone Agapito
- Complex formula, and no one knows exactly what it is
- Composed of known and unknown variables (ranking factors)
- Formula is tweaked every now and then ( 500 times on 2010)
- Algorithm can be a bitch
How Google Changes its Algorithm
Kim Tyrone Agapito
Supposing Google Algorithm can be presented in a simple equation
Kim Tyrone Agapito
R = A + BWhich variable is identified first?
How Google Changes its Algorithm
Kim Tyrone AgapitoKim Tyrone Agapito
Google Agent: Manual Raters
Kim Tyrone AgapitoKim Tyrone Agapito
Content Removed MORCon 2011 Participants Eyes Only
Google Agent: Manual Raters
Kim Tyrone AgapitoKim Tyrone Agapito
Content Removed MORCon 2011 Participants Eyes Only
Google Agent: Manual Raters
Kim Tyrone AgapitoKim Tyrone Agapito
Content Removed MORCon 2011 Participants Eyes Only
Google Agent: Manual Raters
Kim Tyrone AgapitoKim Tyrone Agapito
Content Removed MORCon 2011 Participants Eyes Only
Google Agent: Manual Raters
Kim Tyrone AgapitoKim Tyrone Agapito
Content Removed MORCon 2011 Participants Eyes Only
Google Agent: Manual Raters
Kim Tyrone AgapitoKim Tyrone Agapito
Content Removed MORCon 2011 Participants Eyes Only
Google Agent: Manual Raters
Kim Tyrone AgapitoKim Tyrone Agapito
• Takeouts: 2011 Google Quality Raters Handbook
Relevant vs Useful
Relevant pages should still “fit” the query, but they might be less comprehensive, less up-to-date, come from a less authoritative source, or cover only one important aspect of the query.
Broad KW = general contentLongtail KW = specific contentGeneral Niche = NOSpecific Niche = YES
Google Agent: Manual Raters
Kim Tyrone AgapitoKim Tyrone Agapito
• Takeouts: 2011 Google Quality Raters HandbookSpam
Presence of deceptive technique to trick Google
So yes, you can have quality content: vital, relevant and useful but still be marked as SPAM
Spam classification and Quality rating are independent
- Quality Spam
Google Agent: Manual Raters
Kim Tyrone AgapitoKim Tyrone Agapito
• Takeouts: 2011 Google Quality Raters HandbookPure PPC Pages
Pages that contain PPC ads only, or have very little content – clear MFA
Copied content from authoritative website which allows redistribution of their content like Wikipedia
Use of freely available feeds through XML and RSS + PPC ads = SPAM
Content is OK but not helpful, has no clear purpose = SPAM
Content won’t make any difference, ignorable = off topic
Content is so so, poorly written, gibberish = SPAM
How Deadly A Change in Algorithm Can Be
Kim Tyrone Agapito
• Few of the Biggest Google Algorithmic Change Losers
Kim Tyrone Agapito
eHow.com
EzineArticles.com
WiseGeek.com
Buzzle.com
ArticleBase.com
http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers
Algorithmic Change Losers
Kim Tyrone Agapito
• Few of the Biggest Google Algorithmic Change Losers
Kim Tyrone Agapito
Algorithmic Change Losers
Kim Tyrone Agapito
• Few of the Biggest Google Algorithmic Change Losers
Kim Tyrone Agapito
Algorithmic Change Losers
Kim Tyrone Agapito
• Few of the Biggest Google Algorithmic Change Losers
Kim Tyrone Agapito
Algorithmic Change Losers
Kim Tyrone Agapito
• Few of the Biggest Google Algorithmic Change Losers
Kim Tyrone Agapito
Algorithmic Change Losers
Kim Tyrone Agapito
• Few of the Biggest Google Algorithmic Change Losers
Kim Tyrone Agapito
Non Quality Content vs Quality Content
Kim Tyrone Agapito
• Identify from:
Kim Tyrone Agapito
Google Quality RatersLosers from Panda UpdateWinners from Panda UpdateCausation vs Correlation = Circle of Algorithm Spammy Footprints vs Non-spammy TrendsAuthoritative and High Quality Content Footprints
Non Quality Content vs Quality Content
Kim Tyrone Agapito
• Causation vs Correlation = it’s a Circle
Kim Tyrone Agapito
Causation = The act of causing something to happen
Correlation = A reciprocal relation between two or more things
"Correlation does not imply causation" (related to "ignoring a common cause" and questionable cause) is a phrase used in science and statistics to emphasize that correlation between two variables does not automatically imply that one causes the other
Non Quality Content vs Quality Content
Kim Tyrone Agapito
• Spammy Footprints
Kim Tyrone Agapito
Footprints of scripts / tactics that are turned into tools for spam… note guest posting, all positive one sided reviews – spammy content structure
News sites spam, algo is rolled out even real news sites were hit
Layout is predictable, is under a specific “formula” … ie EzineArtilcles, 1 or 2 links right at the end of content
Little or no link outs, unrealistic / non authoritative = think of Docus, Research Papers etc.
Non Quality Content vs Quality Content
Kim Tyrone Agapito
Authoritative and High Quality Content Footprints
Kim Tyrone Agapito
Author of content is indentifiable and a is real person in the eyes of Google
Placed on sites and pages with quality content
Social and with Real Social Proof/Social Signal = social influence
Links to relevant and useful content / websites
Bulletproofing Tips
Kim Tyrone AgapitoKim Tyrone Agapito
Publish Content Like Matt Cutts is Right at Your BackPublish Content Like a You’re a Google Quality
Rater / Reviewer
Think of Adding Real Value to the Internet, not Money or Profit I said think, like it should be part of your mantra
Publish Timeless Content, or at Least Content that will Last Long
Bulletproofing Tips
Kim Tyrone AgapitoKim Tyrone Agapito
Follow Google Webmaster Guidelines
Follow Google Guidelines for Quality Contenthttp://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html
http://www.google.com/support/webmasters/bin/answer.py?answer=35769
Be SocialSocial Media Integratio + Social on your content
Bulletproofing Tips
Kim Tyrone AgapitoKim Tyrone Agapito
Write Content Like a Proor hire someone who can... Or have it supervised by someone who can :P
Be UpdatedUpdated about the news, trends and changes
Adapt and EvolveAdapt to the changes in web content publishing, what used to worked yesterday may not always work today and
tomorrow, somehow in the future something called HTML 10 will be a standard, use it
Contact Info
Kim.Tyrone.Agapito
writer@articlescholar.com
ArticleScholar.com
Kim Tyrone AgapitoKim Tyrone Agapito
www.KimOfTheWorld.com
gplus.to/SearchSpecialist
fb.com/SearchSpecialist
Questions?
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