5SEO TipSTiming your rankings

Thematic Consistency

Monitoring Black Hat

Avoiding penalties

Crawl Budgets1 2 3 4 5

by 90 Digital CEO Nick Garner

iN THiS EDiTiON:

GAMBLiNG NEWS WiTH AN EDGE

Plan your link building to coincide with big events without getting red flags and a human review from Google.

TiMiNG yOur rANkiNGS

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– 6 months beforehand, steadily build links to various parts of the site you want to rank

– Concentrate the content on the page you want to rank, around the core phrases you care about.

– include a big call to action banner that would only be in place for the peak rankings and acquisition times.

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Key word rich text – align your words on the page with your theme.

THEMATiC CONSiSTENCy

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There is a misconception that more text will help you rank better.

The Hummingbird update.

Google has been working on understanding words better and they are great at identifying things to make more sense of pages and get you the best search results possible.

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– The focus of the content around a given subject that is most important, not the length of the content.

– use a keyword density tool, to quickly see the frequency of keywords on the page and from that you can get a sense of ‘Thematic’ Density.

‘Thematic’ density.

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Black Hat still works! Look up keywords, study black hat sites that rank well, implement some of their strategies without breaking the rules too much.

MONiTOriNG BLACk HAT

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BLACk HAT

SEO

The use of aggressive SEO strategies, techniques and tactics that focus only on search engines and not a human audience. Frequently used by those who are looking for a quick financial return on their Web site, rather than a long-term investment.

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– Spammers ranking on Google.co.uk regularly rank off 90% non uk links. if you get a manual review, and if your link set is undeniably spammy, you will go down so moderation on geolocation is important.

– Timescales for ranking. Takes about 2 months from domain inception to links being loaded up on the domain and then rankings in competitive phrases.

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Penalty Risk Factors – how can you avoid getting penalized? Get a membership with Majestic, stay in line with competition.

AvOiDiNG pENALTiES

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– Getting a penalty is a world of pain. it’s best not to get one in the first place…

– Building a good site which has editorial merit and attracts great links is the ideal. The reality is most iGaming sites can never be ‘good’ and so have to rely on link building and link buying to rank. This puts you right in the middle of Google’s spam team target zone.

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1. The velocity of link and linking domain growth over time.If your link growth is way above your competition, or if you suddenly get a ton of links and linking domains, then you will stand out and sometimes Google human reviewers will come by and check you out.

2. Quality of linksFewer links, but of a better quality is better than a ton of spam links.

3. volume of links and linking domainsSometimes too many is plain dangerous and will attract attention you don’t want.

Look for 3 things...

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Compare your link profile against your competition. Stay in the pack and be a little better on quality of links coming in and stick at it.

it’s ultimately down to the judgement of a Google employee on whether you are knocked out or not. it sucks, but it’s Google’s website and they can do what they like with it.

General rule.

it’s luck of the draw.

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CrAWL BuDGETSGetting the best rankings from big sites i.e. bookmaker sites or huge affiliate sites

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– The visit of Google to track your web page.

– When Google bots come to your Website it follows other linked page and crawl your site. This is one reason we create site map, as it contains all the links of our blog and bots use it to deep crawl our pages.

Crawling

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– Google gives you a crawl budget in line with your page rank. if you have pages with a tiny amount of page rank, they are likely to not be crawled often, if at all.

– if competitors are being crawled more frequently – they will outrank you.Concentrate Google around the pages you care about, get more frequent crawls and aim to rank those.

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The best way to think about it is that the number of pages that we crawl is roughly proportional to your PageRank. So if you have a lot of incoming links on your root page, we’ll definitely crawl that. Then your root page may link to other pages, and those will get PageRank and we’ll crawl those as well. As you get deeper and deeper in your site, however, PageRank tends to decline.

Matt Cutts talks about crawl budget:

Matt CuttsProgrammerHead of Google’s Webspam team

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Another way to think about it is that the low PageRank pages on your site are competing against a much larger pool of pages with the same or higher PageRank. There are a large number of pages on the web that have very little or close to zero PageRank. The pages that get linked to a lot tend to get discovered and crawled quite quickly. The lower PageRank pages are likely to be crawled not quite as often.

Matt CuttsProgrammerHead of Google’s Webspam team

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Check out more SEO Tips from Nick Garner at

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Nick Garner is founder of 90 Digital, the well-known and respected iGaming search marketing agency. Nick is obsessed with SEO and whatever it takes to rank sustainably on Google.

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@calvinayrenewscalvinayre.com © 2015

Watch the videos:

1. TiMiNG yOur rANkiNGS

2. THEMATiC CONSiSTENCy

3. MONiTOriNG BLACk HAT

4. AvOiDiNG pENALTiES

5. CrAWL BuDGETScalvinayre.com © 2015