Sustainable SEO Critical Thinking Required

Sustainable SEOCritical Thinking in SEO

Higher Level Concepts:Taking SEO to a New Level

Sustainable SEO AlanBleiweiss.com @AlanBleiweiss

Presentation Overview SEO Gone Horribly Wrong

Higher Level SEO

The Key to Critical Thinking

Most Common SEO Issues SEOs Fall Short On

Online Reputation Management

Tools & Resources

SEO Gone Horribly Wrong

Higher Level SEO

The Common Understanding:

SEO is the process of helping to ensure a site properly communicates that

“this content is the best match for this search”.

Higher Level SEO

The Common Understanding:

“Let Google Figure It Out”“Google Can Now Read AJAX”

Google Now Encourages Responsive Design“Page Sculpting Matters”

“Industry Tools Can Help Maximize SEO”

Higher Level SEO

The Reality:

Billions of Pages Out ThereHorrific Code Issues Abound

Magic Bullet Methods Gone WildOut of Control Spam Automation

Google Struggles with Script Driven Sites

Higher Level SEO

The Reality:

Google was forced to take extreme measures at combatting spam

Result: Ever Increasingly More Algorithm Layers

Algorithms Do Not Cooperate With Each Other

Launching Redesign Before You Should

Redesign Launch Without Higher Level Input

Bad Architecture Left Unchecked

Actual Pages: 2500 Indexed: 646,638

Bad Automation Left Unchecked

On-Site Unrestrained “Optimization”

Higher Level SEOThe Reality:

Higher Level SEO

So – What’s The Key To Higher Level SEO?

Higher Level SEO

More links?More content?

More social?

Better links?Better content?

Better social?

Higher Level SEO

Critical Thinking

Higher Level SEO

Critical Thinking in SEO

Higher Level SEO

Search Engines First Task: Searcher Intent

What is the full question being asked by the searcher? e.g.:

“ERISA Attorney”Looking for an attorney who specialize in ERISA?Want to know what an ERISA attorney specializes in?Want to know what it takes to become an ERISA attorney?

Higher Level SEO

Search Engines Next Task: Cross-Signal Validation

“Is this content the best match for this search?”

What is the primary topic for this page?

Is this page the best source of information on this topic?Does it most closely answer the question asked ?Is this page trustworthy?Does the site offer a good user experience overall?

Higher Level SEO

Your Task:

Match Topical Focus To Your Ideal Searcher Mind Model

Send Consistent Topical Focus Signals

Send Consistent Quality Experience Signals

Avoid Crappy Shortcuts

Higher Level SEO

Most Common Issues Site Owners & Most SEOs Fail At:

Topical FocusOn-Site SignalsOff-Site Confirmation

TrustOn-Site SignalsOff-Site Confirmation

Higher Level SEO

Topical Focus

What is the primary focus of this page?

What is the primary focus of the section of the site this is on?

What is the primary focus of the site this content is found within?

Topical Dilution

Topical Focus: Consider Relevant Synonyms

Topical Focus: Think Like Your Market Thinks

Topical Focus: Rich Relevant Section Index Pages

Topical Focus: Tight Sectional Navigation

Topical Focus: Tight Sectional Topical Intent

Topical Focus: Deep Rich Organized Content

Topical Focus: High Quality All The Way Down

Topical Focus: Deep Rich Evergreen Content

Topical Focus: Deep Evergreen Win

Topical Focus: Rich Unique Local Content

Topical Focus: Signal Confusion

Robots.txt: Disallow: On-Site-Search/

On-Site-Search Page Level: Meta Noindex, Follow

Topical Focus: Signal Confusion

Page Title: Keyword One | Keyword Two

URL: Keyword Three

H1: Keyword Four

Content: Keywords one, three, five, seven

Topical Focus: Off-Site Validation Matters

Topical Focus: Don’t Ignore Bing

Topical Focus: Off-Site False Signals

Topical Focus: Off-Site Consistency

Off-Site: Google+ Matters

Off-Site: LinkedIn Matters

Higher Level SEOTrust

Was a visitor unhappy with the results they clicked to?

Were they confused when they got to the site?

Couldn’t find the information?

Info found wasn’t what they were looking for?

Were they overwhelmed with distractions?

Did they have to spend too much time on-site?

Higher Level SEOTrust

What do others say about this site?

Its topical focus

Its trustworthiness

Its authority

Its reliability

Trust: Perceived User Experience

Errors Google Seese.g.: 404 – Not Found, 403 (Soft 404), 500

Trust: Don’t Forget User Behavior

Trust: It’s Not Just Main Page Quality

Trust: Review For Intermittent Problems

Trust: False Signals

Trust: Reputation Signals

Online ReputationReality Check

1 Page on a scam site can rank for your phrases or brand because of site scale• PissedConsumer.com 500,000 pages• RipoffReport.com 1,100,000 pages• Scam.com 3,400,000 pages• Scambook.com 8,100,000 pages• 800Notes.com 1,900,000 pages• Yelp.com 11,600,000 pages

Scam Sites allow unsubstantiated complaints

• Competitors & disgruntled employees can post anything they want

• No proof of claim required• No personal identification confirmation required• Legal process can take two years to get court order to

remove false claims

Online ReputationReality Check

• Don’t post fake reviews / comments• Don’t create fake news sites• Don’t create fake reviews sites

• $500,000 fine • Permanent .gov site record• Legacy SERPs from news coverage

Online ReputationNever Fight Fire With Fire

Online ReputationSaturate Content Across The Web

Main SiteCorporate Site

Customer Support SiteComplaints Resolution SiteCustomer Testimonials Site

Debunking Scam Stories SiteMember Services Site

Consumer Advocacy SiteProduct Return Policies Site

Company History SiteCommunity Outreach SiteGiving Back SiteTwitter CorporateTwitter Customer SatisfactionTwitter Member ServicesTwitter Consumer AdvocacyTwitter Community OutreachTwitter Giving Back

Online ReputationSaturate Content Across The Web

Facebook CorporateFacebook Customer Satisfaction

Facebook Member ServicesFacebook Consumer Advocacy

Facebook Community OutreachFacebook Giving Back

YouTube ChannelYouTube Customer Satisfaction

ChannelYouTube Consumer Advocacy

Channel

Online ReputationORM Key Points

Add value with each new site & profile

Press releases for each new site

Press releases for each new social profile

Build Quality Links to each site & profile

Online ReputationTrust + Uniqueness – Over-Optimization = ORM WIN

Don’t hide corporate ownership of any site

Vary Target Keyword Phrases across sites

Link Social Profiles only to the appropriate site

Online ReputationORM Attack Research Techniques

“Other Sites On This Server” lookup on suspicious “reviews” sites

Research ownership info of suspicious “reviews” sites

Research online presence of attack commenter usernames

Research cross-promotion of attack content by commenters

Limitations of SEO Tools

TBPR (inaccurate, non-timely shiny object)

DA/PA (not accurate – can’t know how Google treats links)

Link Reporting Tools (not comprehensive, no way to know which no longer are even counted)

“All” vs. “Followed” Link Counts

Disavow Process – not a cure-all – can take months

Technical Quality ResourcesGoogle Webmaster Toolshttps://www.google.com/webmasters/tools/

Bing Webmaster Centerhttp://www.bing.com/toolbox/webmaster/

Speed Checks:http://URIValet.com http://WebPageTest.org Code Validation Checkshttp://validator.w3.org/ http://jigsaw.w3.org/css-validator/

Industry Tools & Resources

http://www.seomoz.org/google-algorithm-change

http://SEOmoz.org http://SEMRush.com (Pro Q&A)

http://RavenTools.com/ http://AuthorityLabs.com

http://ahrefs.com http://OpenSiteExplorer.org

http://TheShortCutts.com

Search Industry Blogs & Newshttp://SearchEngineJournal.com

http://SearchEngineLand.com

http://MarketingLand.com

http://SearchNewsCentral.com

http://Inbound.org

http://SEOmoz.org/blog

http://SearchEngineWatch.com

Sustainable SEO Critical Thinking Required

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