Algo Proofing Your Website - PUBCON Las Vegas 2015

Algo Proofing Your WebsiteEvolving for Long-Term Rankings Growth and Stability

#Pubcon

Algo Proofing Your WebsiteWho Am I?

VP and Head of SEO at Angular (formerly Virante, Inc.) - a leading search marketing agency known for white-glove link development services, industry R&D, and their suite of innovative SEO tools, such as SEOAlarms, Remove’em, nTopic, PandaRisk, and more.

Love discussing the latest trends and techniques in SEO, and teaching in search marketing training programs for corporate clients and major conferences.

#dadfirst #seomakesmehappy #guitarlover #nerd #lovespaisleys

#Pubcon

http://Angular.Marketing [email protected] 919-459-2834 @jakebohall

http://angular.marketing/

mailto:[email protected]


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Major Algorithm Updates

Data Source

Algo Proofing Your WebsiteAlgorithm Updates #Pubcon



https://www.google.com/insidesearch/howsearchworks/fighting-spam.html

Algo Proofing Your WebsiteAlgorithm Updates #Pubcon


Image Credit: www.2varanasi.com



Algo Proofing Your WebsiteAlgorithm UpdatesAlgo Proofing Your Website

#Pubcon




“So why do you think I should work for Google?”

“Well, you would be working on the cutting edge. You would be exposed to the kind of technology you wouldn’t see anywhere else, cause we hid it in complicated patents and only apply the information when we feel like it. Superstring theory, chaos math, advanced algorithms.”

“Ranking websites based on what I think is best?”

“Well that’s one aspect”

“C’mon that is what you guys do. You guys handle 25% of internet traffic in North America. You are bigger than Facebook, Netflix, and Twitter combined.

“We don’t like to brag about that Jake, but you are exactly right. So the way I see it, the question isn’t why you should work for Google, the question is… Why shouldn’t you?”

“Why shouldn’t I work for Google? That’s a tough one, but I’ll take a shot at it.”


#Pubcon

Algo Proofing Your WebsiteGoogle Job Interview



Let’s say I’m working at Google and someone puts an algorithm issue on my desk, something no one else can figure out, maybe I take a shot at it, and maybe I figure out a way to improve it. I’m real happy with myself because I did my job well.

… But maybe that algorithm update identifies anchor text over optimization as a primary indicator of spammy techniques. Now Google sends out manual penalties to 1,000’s of small business websites that I never met or had any problem with, suddenly these entrepreneurs… the same guys we are trying to leverage to help build our economy, have their livelihood destroyed.

The legal team and Matt Cutts don’t care, because they say “they had it coming” and ad revenue is up. Meanwhile, some of these families can’t pay for their house, it gets foreclosed, wrecks their credit for any near-future small business loan and they have to move to a slummy neighborhood where they get a divorce because one of them thought it was a good idea to buy links and they still argue about how they didn’t do anything different than RapGenius or Interflora other than be slightly less knowledgeable about what they were attempting to do.


#Pubcon

Algo Proofing Your WebsiteWhy Shouldn’t I Work for Google?



Algo Proofing Your Website

cha·os nouncomplete disorder and confusion.

cha·os the·o·ry nounthe branch of mathematics that deals with complex systems whose behavior is highly sensitive to slight changes in conditions, so that small alterations can give rise to strikingly great consequences.

Chaos Theory #Pubcon




Algo Proofing Your WebsiteChaos Theory

Sensitivity to initial conditionsSite structureSearch queriesIncoming links

Topological MixingContentEngagement SignalsInbound Links

#Pubcon




https://www.google.com/insidesearch/howsearchworks/algorithms.html

Did you read the quality guidelines?

angular.marketing/google-smg

… the full guideline?angular.marketing/google-smg-full

http://angular.marketing/google-smg

http://angular.marketing/google-smg-full

Algo Proofing Your WebsiteInconsistency with Guidelines

Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you'd feel comfortable explaining what you've done to a website that competes with you, or to a Google employee.

Any links intended to manipulate PageRank or a site's ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines.

#Pubcon




Algo Proofing Your WebsiteHypocrisy #Pubcon




Image Credit: somewhere on blogspot… they probably stole it

Algo Proofing Your Website#Pubcon




Algo Proofing Your WebsiteChaos = Opportunity #Pubcon






Luck = Preparation + Opportunity

Rankings = (Relevance + Authority) + Intent



Algo Proofing Your WebsitePurpose of the Algorithm #Pubcon


The common principal:

More Relevant && More AuthorityContent Links



Algo Proofing Your WebsiteQuality Content #Pubcon


Quality CONTENT matters!

UNIQUE - Implement rich snippets, schema…

RELEVANT- Topical relevancy… finding user intent

AUTHORITY – Share and Create content in social



Algo Proofing Your WebsiteGreat Content #Pubcon


Each Page is Unique with

Distinct Purpose



Algo Proofing Your WebsiteGreat Content #Pubcon


Follow the Panda Guidelines to Make Your Content Better

• Was this content written by experts?• Would you consider this content trustworthy?• Is this page an authority on the issue?• Would you see this content in print?• Are there any obvious errors on the page?



Algo Proofing Your WebsiteUnique Content #Pubcon


Image Credit: www.highervisibility.com

Rich snippets, microdata, Schema.org Article Markup

Better user experience, increased click through rates



Algo Proofing Your WebsiteUnique Content #Pubcon


http://www.google.com/webmasters/tools/richsnippets



Algo Proofing Your WebsiteUser Generated Content #Pubcon


Your content should prove your users are engaged!

Make your audience sneezers, marketing your product/content for you….

Hello social media!



Algo Proofing Your WebsiteRelevant Content #Pubcon


What is the intent of search?

Do you know what personas you are targeting… ?Does it match the persona of those performing search?

Are you fresh?Do you have geo-indicators in content?

Do they want an answer, list of ideas, product to buy?



Algo Proofing Your WebsiteHelpful Content #Pubcon


Can you Improve?

Leverage Search Console

Data for low-hanging fruit!



Algo Proofing Your WebsiteRelevant Content #Pubcon


Are you topically relevant?

Could you remove your target keyword from your page, and still know exactly what you are talking about?



Algo Proofing Your WebsiteAuthoritative Content #Pubcon


Do #RCS “Real Company Shit”

-- Wil Reynolds

Have authorities write your content



Algo Proofing Your WebsiteAlways Be Conscious #Pubcon


AlwaysBeConscious



Algo Proofing Your WebsiteAlways Be Conscious #Pubcon




Algo Proofing Your WebsiteLinkbuilding Works #Pubcon


If Content is King… Links are Queen…





… Sometimes she wears the pants.

Image Credit: www.drawception.com



Algo Proofing Your WebsiteStop Spamming #Pubcon


Quality LINKS matter!

BRAND - Engagement with company, citations

PEOPLE - Social Media, inspire conversation

DIVERSITY - Diversity in anchor text, strategies, etc



Algo Proofing Your WebsiteAlways Brand Conscious #Pubcon


AlwaysBrandConscious



Algo Proofing Your WebsiteLink Building #Pubcon


Value Proposition

Prospecting Outreach



Algo Proofing Your WebsiteBe Diverse #Pubcon


Low volume of linking from different types of sources

• Links from major news/publications…. You are worthy• Links from old content…. You are an improvement• Links from fresh content…. You are present/timely• Links from broken link building… You replace old authorities• Links from resource link building…. You are useful



Algo Proofing Your WebsiteBe Diverse #Pubcon


Good Links are Indistinguishable from

Good Marketing



Algo Proofing Your WebsiteStay out of the Shade #Pubcon


Proactive at pruning bad/spammy links

Anchor text diversity and commitment to brand is critical to avoid Penguin and other algorithmic pattern detection.

To Do:http://www.removeem.com/ratios.php



Algo Proofing Your WebsitePurpose of the Algorithm #Pubcon


Image Credit: www.mybloggerlab.com

?



Image Credit: www.steve-dale.net/

Algo Proofing Your WebsiteBe Smarter… Evolve

#Pubcon





#Pubcon

Algo Proofing Your WebsiteIf you can’t evolve



Are you this

smart?


#Pubcon

Algo Proofing Your WebsiteGood Will Hunting



Angular.Marketing

www.seoalarms.com www.ntopic.org

www.pandarisk.comwww.removeem.com

www.outreachapp.comwww.penguinanalysis.com


http://www.seomoz.org/marketplace/companies/view/10

http://www.seomoz.org/marketplace/companies/view/10

http://www.virante.com/images/ms-advertising.png

http://www.virante.com/images/ms-advertising.png

http://www.bbb.org/raleigh-durham/business-reviews/internet-marketers/virante-in-morrisville-nc-90069757

http://www.bbb.org/raleigh-durham/business-reviews/internet-marketers/virante-in-morrisville-nc-90069757



Algo Proofing Your Website - PUBCON Las Vegas 2015

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Transcript of Algo Proofing Your Website - PUBCON Las Vegas 2015