Oliver Ewbank - OTE Birmingham - Future Proofing Your SEO
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Transcript of Oliver Ewbank - OTE Birmingham - Future Proofing Your SEO
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By Oliver Ewbank (@Koozai_Ollie)
FUTURE PROOFING SEO#EDGEBHAM – SEPTEMBER 2013
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SEO ISCHANGING
Panda Updates
Penguin 2.0
Content Marketing
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Poor Content
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Unnatural Links
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How can you sleep at night?
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Prevention is better than cure
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Sustainable SEO
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SUSTAINABLE SEO
Link Analysis Quality Copy
On-Page
Optimisation
Content MarketingUser Experience
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Title Tags & Meta
Headers
Content
Blog
Rich Snippets
ON-PAGEOPTIMISATION
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META DATA
Sell The Click Character Limits
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Fix Duplicates Review Regularly
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TECHNICALSEO
Robots.txt
Sitemap.xml
404 Page
Fix Broken Links
On-Page Sitemap
Site Speed
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Responsive Design
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Howtogomo.com
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WHAT ARE RICH SNIPPETS?
“Structured markup is a way of annotating information already on your website to help Google and others understand information more precisely.”
Source: Google
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POSSIBLEMARKUPS
Product
Organisation
Person
Offer
Place
Review
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Increase CTR Additional Info
Schema.org/
docs/
schemas.html
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HOW TO USEYOUR BLOG
Have you won
an award?
Where possible include
your keyword alongside a
brand mention
Write about industry
related topics
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Authorship = Authority
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QUALITYCOPY
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Content is King
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Does your page deserve to rank?
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Would people pay for it?
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Keep content above the fold
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Don’t swamp your content with ads
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Keep it 100% unique
250+ words
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Avoid duplicate issues
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DON’T DUPLICATE
Meta
URLs
Internal Content External Content
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THE SOLUTIONS
Exclude in
Robots.txtCanonical Tags
301 RedirectsRewrite Your
Content
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Tips & Tools
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Screaming Frog
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Export
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Use the Hash value
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Panguin
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Takes
2 Minutes
Copyscape
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LINK ANALYSIS
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Trying to avoid a manual review
is not an SEO strategy!
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Is it worth the gamble?
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RECONSIDERATION REQUEST
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Links on SEO directories, blog networks, advertorial networks and any other SEO
‘scheme’ should be removed, disavowed or nofollowed
Will the link deliver referral traffic(if nothing else)?
If the link is there for no other reason than SEO, then it’s unnatural
GENERAL GUIDELINES
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AVOID THESE TOO
Low Quality
Directories
Paid Links
Forum Comments
Reciprocal Links
Text Advertisements
Low Quality Bookmarks
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Link Weeding
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LINK ANALYSISTOOLS
Webmaster Tools
Link Detox
Link Risk
Majestic SEO
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Anchor Text
Recent Links
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LinkRisk
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Anchor Text: Natural?
REVIEW DATA
IP Address: Suspicious?
PageRank: Too good to be true?
Relevancy: Irrelevant?
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NofollowRemove
LINK OPTIONS
DisavowNoindex
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https://www.google.com/webmasters/tools
/disavow-links-main
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DISAVOWTIPS
Domain Level
Be 100% Sure
Include Nofollows
Format
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Detox Regularly
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WARNING
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Reconsideration Request
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RECONSIDERATIONREQUEST
Only if unnatural link
warning is seen in Google
Webmaster Tools
Tone of Cover Letter
Provide Data
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2,400LINKS DISAVOWED
DATA BASEDEVIDENCE
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LOADS MORE FREETIPS AND ADVICE
FREEWhitepaper
kooz.ai/backlinks-guide
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CONTENT MARKETING
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A great time to be in SEO
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A chance to be creative
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Content Marketi
ng
Brand Protection
Niche Directories
Genuine PR
WHITE HAT TACTICS
Guest Blog Posts
Infographics
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PromoteAuthorship
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Award Promotion
Blog Content
Blogger Reviews
Competition Promotion
Glossary of TermsFAQsE-BooksQuestionnaires
Whitepapers Press Releases Infographics Videos
CONTENT MARKETING
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Network
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GUEST BLOG POSTS
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INFOGRAPHICS
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Brand Protection
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BacklinksSocial
SignalsCitations
THE RESULTS
Page 1Domination
Penguin Proof
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Educate
Inform
Referral Traffic
6 Month Strategy
Share It
Relevant to User
YOUR CONTENT
Branded Links Premium Content
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BrainstormShortlist Targeted
Sites
Create Content
OutreachPublishPromote
CONTENT STRATEGY
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Content Marketing Technology
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26,000 social
shares
Source: Concert Hotels
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Quick Health Check
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Run Panguin Tool
Google Webmaster Tools
Screaming Frog
Google Analytics
Test Robots.txt
GWT Latest Links
10 MINUTES
Copyscape Link Risk
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Search Engine Marketing
Not Manipulation
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IMAGE CREDITS72 - http://www.flickr.com/photos/kdonovan_gaddy/4314365065/http://www.bigstockphoto.com/
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RESOURCEShttp://searchengineland.com/understanding-googles-latest-assault-on-unnatural-links-169156 http://www.seroundtable.com/google-press-releases-nofollow-17151.html http://www.stateofsearch.com/future-proofing-link-building-strategies/http://www.koozai.com/blog/search-marketing/essential-2013-seo-health-check-guide/ http://searchengineland.com/understanding-googles-latest-assault-on-unnatural-links-169156 http://moz.com/blog/seos-dilemma-link-building-vs-content-marketing-whiteboard-friday http://www.seowizz.net/2012/10/the-disavow-tool-works-real-sites-real-recoveries.html http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization http://www.koozai.com/blog/search-marketing/daily-seo-checks/ http://www.seowizz.net Google Penalty Recovery (Brighton SEO ) -Tim Gracehttp://www.koozai.com/blog/search-marketing/essential-2013-seo-health-check-guide/