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Pubcon 2012 Vegas: Implementing a Search Strategy for 2013 and Beyond - 10-01-12
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Transcript of Pubcon 2012 Vegas: Implementing a Search Strategy for 2013 and Beyond - 10-01-12
![Page 1: Pubcon 2012 Vegas: Implementing a Search Strategy for 2013 and Beyond - 10-01-12](https://reader035.fdocuments.in/reader035/viewer/2022062513/554d0cc1b4c9052c5a8b4de1/html5/thumbnails/1.jpg)
Algo Proofing for 2012 and Beyond
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First Off... Who Am I?
Co-author: The Art of SEO President: Stone Temple Consulting
25+ person SEO and PPC firm Trainer: Instant E-Training Founder: Web Site Publishing Companies
Publish web sites, grow them, then sell them2 significant exits so far
Twitter: @stonetemple Google Plus: +Eric Enge
@stonetemple / + Eric Enge
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The User is Central to the Google Algo
“that is a part of what our algorithm does: work to find quality diverse results that help solve problems for users.”
Google’s Matt Cutts
@stonetemple / + Eric Enge
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First Panda
Feb 23, 2011 Attacked poor
content sites Many updates
since then (on version 3.9)
@stonetemple / + Eric Enge
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Matt Cutts on “Link Building”
“It segments you into a mindset, and people get focused on the wrong things”
@stonetemple / + Eric Enge
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Then Penguin
April 24, 2012 Speculation is that this
targeted: Bad anchor text mix Comment spam Paid guest posts Article marketing sites
@stonetemple / + Eric Enge
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Questionable SEO / Link Building Tactic
Identified
Can weWrite anAlgo toFlag it?
Create the AlgoRun the Algo
Panda/Penguin/Page Layout Algorithm Structure
RankingAdjustment
Score
Penguin/PandaAlgo Scheduler
MasterGoogleIndex
Yes
No
@stonetemple / + Eric Enge
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Simplified View
MassiveOfflineCalculation
MainGoogleAlgorithm
RankingAdjustment
Score
@stonetemple / + Eric Enge
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Why is This Important?
Many potential spam detection algorithms are very compute intensive Too much computing time to include in the main
algo Key component is the ability plug in a ranking
adjustment score from an external database
@stonetemple / + Eric Enge
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Matt Cutts on Panda/Penguin
“… you are right that these algorithms do represent new types of capabilities for us.”
@stonetemple / + Eric Enge
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Article Directory Example (My Theory)
Extract List of Sites
Participating
Build List of Sites With Large % of Link Juice from
Art. Dirs.
Calculate Quality
Adjustment
Put in DB For Main
Algo
@stonetemple / + Eric Enge
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Article Directory Example
Extract List of Sites
Participating
Build List of Sites With Large % of Link Juice from
Art. Dirs.
Calculate Quality
Adjustment
Put in DB For Main
Algo
@stonetemple / + Eric Enge
![Page 13: Pubcon 2012 Vegas: Implementing a Search Strategy for 2013 and Beyond - 10-01-12](https://reader035.fdocuments.in/reader035/viewer/2022062513/554d0cc1b4c9052c5a8b4de1/html5/thumbnails/13.jpg)
(Speculation Ahead!)
@stonetemple / + Eric Enge
So What’s Next?
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Thin Content Pages with Too Many Links
@stonetemple / + Eric Enge
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Bad PR Balance
PageRank
Qua
ntity
@stonetemple / + Eric Enge
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Bad PR Balance
PageRank
Qua
ntity
@stonetemple / + Eric Enge
No Trusted Links
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Matt Cutts on Panda/Penguin - Infographics
“I would not be surprised if at some point in the future we did not start to discount these infographic-type links to a degree.”
@stonetemple / + Eric Enge
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Low Relevance Infographic Links
@stonetemple / + Eric Enge
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Low Relevance Blog Posts
Travel to New Zealand
New Zealand is a wonderful place to visit. There are many different types of customs used. Cars can be rented if you want to create your own travel itinerary.
@stonetemple / + Eric Enge
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Still Low Relevance
How to Make Cotton Candy
Cotton Candy is a treat beloved by many children. You can make at home, and you do not need to do remodel your kitchen to do so. All you need to do is get yourself a $4,327.45 device …
@stonetemple / + Eric Enge
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Does Your Anchor Text Look Like This?
12%
11%
23%14%
13%
11%
10%6%
@stonetemple / + Eric Enge
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@stonetemple / + Eric Enge
Or, Like This?
BrandName(s)
DomainOr URL
GenericWords
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Highly Commercial Term Results Manual Review
Take the Top 500 Commercial SpacesReview Results by Hand
@stonetemple / + Eric Enge
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Thin Geographic Pages
Seattle Pizza
We offer the best pizza in Seattle. Using only local Seattle ingredients, we help create jobs
Boston Pizza
We offer the best pizza in Boston. Using only local Boston ingredients, we help create jobs
@stonetemple / + Eric Enge
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Matt Cutts on Thin Geographic Pages
“Where people get into trouble here is that they fill these pages with the exact same content on each page. ‘Our handcrafted pizza is lovingly made with the same methods we have been using for more than 50 years …’ ”
@stonetemple / + Eric Enge
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The new way of thinking …
What would you do if there was no Google?
Would users be upset if you are not on the first page of the SERPs?
@stonetemple / + Eric Enge
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… is the old way of thinking …
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… with a new media twist
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Build a Community
@stonetemple / + Eric Enge
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The Synergy We’re Looking For
Traffic, Links & New Subscribers
Shared onSocial Networks
Helps DriveNew Followers,Fans, Friends
@stonetemple / + Eric Enge
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The Synergy We Are Looking For – Step 2
(Influencers)
(Your Stuff)
(Sharing)
@stonetemple / + Eric Enge
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High End Guest Posting
@stonetemple / + Eric Enge
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And More High End Guest Posting
@stonetemple / + Eric Enge
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Relevant Viral Content
@stonetemple / + Eric Enge
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Thank You!
Eric [email protected]@stonetemple+ Eric Enge(508) 485-7751www.stonetemple.com
@stonetemple / + Eric Enge