Set It and Forget It SEO by Russ Jones, Virante, Inc

Russ Jones, CTO, Virante, Inc

About Virante, Inc. and Me

Russ Jones, CTO, Virante, Inc.@rjonesx :: [email protected]

• Research & Data Driven Search Marketing Company in RTP• In business since 2001• 23 Strong and Growing

The King of Infomercials


The ROI of On Site Optimization


The Goal


• Self Optimizing• Self Healing• Self Repairing Websites• So You Can Write Content• And Hustle for Links instead.

Self Optimizing


• Second Page Poaching• Sooooo last year, but wait…

There’s

More!

Second Page Poaching


• Highest RoI Movement• Non-Competitive Placement



• Simple to Automate• Record All Pages & Keywords that Rank on Page 2 Using

Google Referrers (google.com/?q=keyword&start=10)• Distribute Links Across Site to Flow PR to Those Pages



http://t1ny.us/pzy2k

May cause your website to explode…

Real-Time Referrer Indexing


Making the most of the links you already have.

What percentage of the pages that link to you are actually indexed by Google?

Since your link was added to the page?



Making the most of the links you already have.

• Over 10,000 Referring Pages with Followed Links

• 500+ Never Indexed by Google

• Tons of link juice waiting to be squeezed out.





Will likely melt your processor, seriously, bug test before you go live.

http://t1ny.us/iiy6o

Self Healing


• Catch Canonicals BeforeThey Kill!

• Fix Fat Fingered 404s on theFly!

Canonical Issue Detection & Repair


The problem…

• How do I find and remove potential canonical issues before they are found by the search engines?

• Somebody just linked to my page but added a ? At the end…



A little digression

• String Similarity Measurements• Levenshtein Distance: minimum number of edits needed to

transform one string into the other, with the allowable edit operations being insertion, deletion, or substitution of a single character

• Eg: russ to best has an LD of 3 (replace r with b, u with e, and the last s with t)

• Rand to best has an LD of 4. Meaning russ is closer to best than Rand. Just sayin.



XML Sitemaps Are Your Friend…



Server may find you in a dark alley, ask you uncomfortable questions about your decision

to not test this code before running…

http://t1ny.us/uj0tk

PageRank Recovery on the Fly


Fixing Fat Fingered 404s Fantastically

• Someone linked to my page but spelled it wrong. Do I really have to find all of these one by one and contact the webmaster to change the link or, even worse, update my .htaccess file to redirect them? Don’t you have a solution that lets me spend my day in a snuggie while drinking 5 hour energy? Oooh, look, Facts of Life is on.



Shooting myself in the foot, time and time again

• Finds 404 pages with MozRank and helps you build an HTACCESS file to 301 redirect them.

• Reactive.



Fixing Fat Fingered 404s Fantastically



No Sitemap, Eh?

• Got a database of pages, like Wordpress wp_posts table?Simple, just grab the URLs from this table rather than using your sitemap.

• Got flat files? Try mod_speling http://httpd.apache.org/docs/1.3/mod/mod_speling.html

• Got Windows IIS? On your own.

http://httpd.apache.org/docs/1.3/mod/mod_speling.html

http://httpd.apache.org/docs/1.3/mod/mod_speling.html



These Actually Work, Mostly

• Wordpress Plugin: http://t1ny.us/ybh31• Drupal Plugin: Brian Gilley, http://www.socialseo.com• PHP code: http://t1ny.us/eid23

http://www.socialseo.com/

Contact, Questions, etc.


• Twitter: @rjonesx• Blog: thegooglecache.com• Website: www.virante.com• People You Should Meet:

• Jenn Summe: SEO Manager and Head of Virante Link Building

Jacob Bohall: Director of Business Development

Technology

Set It and Forget It SEO by Russ Jones, Virante, Inc