Embed Size (px)
DESCRIPTION
Presentation covering strategies necessary to succeed in SEO in 2013. Covers usage of LDA for Onsite SEO Content Improvements, Leveraging Broken Link Building, and identifying and removing bad backlinks using Removeem.com.
Citation preview
VIRANTE WEB MARKETING@JakeBohall
SEO Survival:Adapting to more frequent algo changes
About the Presenter
Jake Bohall is the VP of Marketing for Virante, where he has worked since 2008. He has co-founded several start-ups, sits on the board of an educational non-profit, and assists entrepreneurs in implementing their start-up ideas.
Jake's expertise lies in identifying opportunities for business growth and determining appropriate search engine marketing strategies to fit a company’s objectives.
www.Virante.org@JakeBohall
www.Virante.org@JakeBohall
… Algo Updates
Image Credit: www.2varanasi.com
VIRANTE WEB MARKETING@JakeBohall
0
5
10
15
20
25
30
35
1 0 1
7
2
8
1 2 24
8
19
35
2
Published Algorithm Updates
Data Source: http://www.seomoz.org/google-algorithm-change
VIRANTE WEB MARKETING@JakeBohall
In Sept. 2011, Google CEO Eric Schmidt told Congress they had 516 updates in 2010, and had
tested over 13,000 updates.
9 of the 2011 updates were Panda
14 of the 2012 updates were Panda
2012 had 1 less update than first 10 years combined
VIRANTE WEB MARKETING@JakeBohall
www.Virante.org@JakeBohall
Image Credit: www.writeraccess.com
VIRANTE WEB MARKETING@JakeBohall
The common principal:
Better Content && Better Links Relevance Authority
www.Virante.org@JakeBohall
Image Credit: www.mybloggerlab.com
Better Content…
A few easy things (old news to remember):
- Stop spam content - Stop duplicate content - Stop keyword stuffing - User generated content - Write unique & helpful titles - Write unique & helpful descriptions - Write unique & helpful content
@JakeBohall
www.Virante.org
Better Content…
A few easy things: Stop making spam content
@JakeBohall
www.Virante.org
Image Credit: http://rickpaulettervjournal.blogspot.com
Better Content…
A few easy things: Stop creating duplicate content
Image Credit: www.nineeye.com
@JakeBohall
www.Virante.org
Better Content…
A few easy things: Stop keyword stuffing
@JakeBohall
www.Virante.org
I really like stuffing keywords. The other day I was keyword stuffing when I realized my keyword was the best keyword ever. I’m so happy I have keyword, because I can’t imagine a life without keyword. Thanks to keyword, I was paid $4 to write this keyword article about a keyword I’ve never even heard of. My keyword article is better than all the other keyword articles because mine actually has sentence structure and no misspellings.
Better Content…
A few easy things: - Write unique & helpful titles - Write unique & helpful descriptions - Write unique & helpful content
Google Query: “how to write meta descriptions”
@JakeBohall
www.Virante.org
Meta Description Tag – SEO Best Practices | SEOmozwww.seomoz.org/lean-seo/meta-descriptionWrite Compelling Ad Copy. The meta description tag serves the function of advertising copy, drawing readers to a website from the results and thus, is an…
Better Content…
A few easy things: User generated content
Your content should prove your users are engaged!
Make your audience sneezers, marketing your product/content for you….
Hello social media!
@JakeBohall
www.Virante.org
Better Content…
New Trends:
- Rich snippets
- Topical relevancy
- Google + is real
@JakeBohall
www.Virante.org
Better Content…
New Trends: Rich snippets and microdata Better user experience, increased click through rates
@JakeBohall
www.Virante.org
Image Credit: www.highervisibility.com
Better Content…
New Trends: Rich snippets and microdata
To Do:
Make sure you leverage rich snippet opportunities
Structured Data Testing tool:http://www.google.com/webmasters/tools/richsnippets
@JakeBohall
www.Virante.org
Better Content…
New Trends: Topical Relevancy
Ben Hendrickson (seoMoz) told us about LDA…
Were you listening?
To Do:Use LDA Scoring and keyword concept themes to create content that is more semantically relevant to the keywords you are trying to rank.
@JakeBohall
www.Virante.org
Better Content…
@JakeBohall
www.Virante.org
Better Content…
New Trends: Google + is real “It’s really the unification of all of Google’s services, with a common social layer.”
Head of Google+, Vic Gundotra
Author Rank and Brand Rank are Driven by Content!
@JakeBohall
www.Virante.org
Better Content…
New Trends: Google + is real To Do:Create an account - google.com/+/business/
Implement rel=author and rel=publisher to attribute your knowledge graph to your profile and brand pages.
Do #RCS - “Real Company Shit” -- Wil Reynolds
@JakeBohall
www.Virante.org
Better Links…
New Trends:
- Broken link building
- Digital Outreach and Social Media
- Link cleanup efforts
@JakeBohall
www.Virante.org
Better Content && Better Links
New Trends: Cheating at new content with BLB Want to become the authority… find out who is/was and how they captured attention in the past!
Broken Link Building is prospecting for content ideas …that already have links!
Create awesome link bait content (don’t copy!!)
@JakeBohall
www.Virante.org
Better Content && Better Links
“The success of the campaign is directly proportional to how much good you do for the web.
You profit only if you create good content to replace lost or abandoned content that webmasters still want to link to.”
To Do:http://www.seomoz.org/blog/the-broken-link-building-bible
(http://tinyurl.com/blblinking)
@JakeBohall
www.Virante.org
Better Links…
@JakeBohall
www.Virante.org
Better Links…
New Trends: Digital Outreach / PR / Social Media
They all converge to PROMOTE YOUR BRAND!!!
Let Google know you care more about your business than you do about Cheap Discount Widgets.
@JakeBohall
www.Virante.org
VIRANTE WEB MARKETING@JakeBohall
@JakeBohall
www.Virante.org
Image Credit: www.bloggerlab.com
Better Links…
New Trend: Link Cleanup Efforts
Anchor Text Diversity
Pre-Penguin: 20%
Post-Penguin: 10%
Post-Next-Penguin: ??@JakeBohall
www.Virante.org
Image Credit: www.omarkattan.com
Better Links…
Get ahead of the update! To Do: Remove bad links! Stop building crap links!
Tools: - rmoov - Remove’em (Virante) - Link Detox
@JakeBohall
www.Virante.org
Image Credit: www.itsmejasmineb.com
Takeaways…Stop doing spammy stuff… Quality matters!
Content - Implement rich snippets and UGC - Check out LDA tools, focus on topical relevancy - Authorship with Google +
Links - Find new content opportunities based upon success - Remove bad backlinks and/or dilute with good ones - Watch your anchor text diversity - Focus on your brand authority
@JakeBohall
www.Virante.org
Virante, Inc.
http://www.virante.org1-800-650-0820
@virante
Jake [email protected]
919-459-2834@jakebohall
http://www.virante.org/blog/http://www.thegooglecache.com/
http://www.ntopic.org/http://www.removeem.com
http://www.outreachapp.com
www.Virante.org@JakeBohall
