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Stop Chasing Algorithms Guys!!! Build a real business that does real stuff, real stuff attracts links. From London & Boston 2012 SearchLove w/ Distilled.
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Algo Chasing (think devilish, act
angelic)Date:Author:
April 7, 2023 Wil Reynolds (@wilreynolds)
Algo view from a
non-techie2
Who here has a PhD?
3
Who here working on a
PhD?4
Google has us outnumbered?
5
Marketing (1800 – 1986)
(Print, Billboards, Telemarketing, TV,
Direct Mail, Radio, Affinity, Loyalty,
word of mouth) 6
7
Suddenly marketing
looked like this8
9
“Marketing = Formula?”
Persuasion (people)
vsManipulation
(spiders)10
11
12
13
Who needs “social” skills
14
“Too Transparent?”
I cloaked15
I did whitetext
16
17
I was helping?(angelic)
18
Until
19
20
That’s not snow white
21
Devilish uses of cloaking?
22
600 Sites5 have been hit
1 surprise23
Only blindsided by 1
penalty24
25
Our own!
Lets talk about SEER’s penalty
26
Our history…
27
My take on directories
28
80% directories20% everything
else
29
2005
“This is too easy”
30
Is the long term way to
SEO success based on
31
Who has the best list of
directories?32
50% directories50% everything
else
33
2007
30% directories70% everything
else
34
2009
301 to SEER Interactive
200935
Gut check“This is too
easy”36
One dayTweet from UK
37
SEER Is hit
38
Bull!39
40
It was true
41
42
43
Can PhD’s be wrong?
44
DEFINITELY!
45
46
SEOmoz ending a doc in
.0
47
RCS won’t save you
48
Social won’t save you
49
Lets walk through what
happened50
51
52
53
54
55
56
thinkseer.com = toxic?
No links built in 3 yrsProgressively better
quality57
Problem about chasing algo’s
58
#1Limited time & more demands
59
2 weeks to figure it out
60
How much time are you going to
spend?61
Could I have invested it in…
62
REAL COMPANYSHIT?
63
Don’t #2You don’t really
know64
242
65
4 Realities of Google Patents
66
#1 - They may never
implement it67
#2 - If they do it could be 8 years
from now68
#3 - If it doesn’t work they’ll
yank it69
#4 - Surfacing Quality Content
70
#4 – Better for the User
71
#4 – Social Graph &
mentions vs links
72
Rewarding quality
73
DUUUUUUH!!
74
How many purposefullyReward thin low quality content?
75
Maybe RCS can save
you?76
Quality assets are how you
protect yourself77
12 hours later
78
Back in, why?Algorithmic or
RCSmic?79
RCS!!
80
81
3rd Referrerm.
(somesiteyouknow).com
82
Responsive FTW!
83
1 tweet@avinash
@theverge@gizmodo
84
The POWER of 1
85
1 good piece of content1 tweet
1 RT86
1 month7700 links500 LRD
1700 unique referrers33 days
87
Keeps GOING!!
88
89
90
91
Your best protection
against algo updates
RCS! 92
1 reason to follow ranking
algorithms93
Protect yourself from Affiliate /
Partner risk94
Protip:Buy their siteswhile they are
hurting95
Do RCS (key)Clean up links
Do disavow(switch to new owner
might help)96
Wait 2-12 months
97
get your 10-20% back
98
“Thinking Devilish”
99
Lets continue
100
Why directories / articles can’t kill
quality sites
101
Today we get a lot of mixed signals
& PANIC!!!
102
New Framework to think about penalties / algorithms
103
Think about search breaking
if…104
PANIC!! Reciprocal Links
105
106
107
108
109
110
111
112
113
PANIC!! Sitewides!!114
115
PANIC!! Link Velocity116
Majestic problem
117
118
PANIC!! Widgets!!!!119
120
121
122
123
PANIC!! Infographics !!!!
124
125
How have I avoided algo
updates killing me?
126
#1 Did RCS
127
#2 Think Devilish
128
For example
129
Find the outbound
broken links from a
competitor site130
Something else I don’t like
131
Put authorship on non authored
pages(fine line)
132
133
134
135
How long is that gonna last?
The new “Swinging Axe”
style algos136
Pandas & PenguinsOh My!
137
138
“Whew, missed me”
OH
139
CRAP
2.1, 2.2, 2.3
140
You get lucky & get past
panda/penguin?141
142
If you insist…
143
144
“.3% of queries”
145
146
Vast diff between algo chasing and BUSINESS
147
Chase DISPLAY Algo changes
148
149
150
151
152
153
154
155
156
One more reason to understand
algos…157
158
WTF!
@wilreynolds
159
