SEO Post Panda and Penguin

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MBO Presentation 2012

Transcript of SEO Post Panda and Penguin

SEO in a Post-Panda/Penguin WOrld

SEO in a Post-Panda/Penguin WOrldHaley Drummond

Director of Organic SearchOne Click [email protected]

1Haleys Background (AKA Who the heck are you?)English / Teaching backgroundBall State / UIndy GradComputer NerdCheese aficionado and Dance Centralsuper starHeads Up Organic Team at One Click9 Stores, 10,, SunglassWarehouse.comPR (and social) / Content / Tech / Analysis

How We Used To Do ThingsOn-Site OptimizationSite ArchitectureCrawl ErrorsContent Social LINKS

Links + Anchor Text = RANKINGS3Why Priorities Have to Shift

4PAndaFirst released February 23rd, 2011Goal: lower the rank of low-quality sitesAffected SitesHad weak, thin, or scraped contentOffered little of valueFeatured poor user experience

PenguinFirst released April 24, 2012Goal: lower the rank of sites that violate Googles Webmaster GuidelinesAffected SitesUsed manipulative or unnatural linking practices, keyword stuffing, or cloaking

5What Can We Learn From This? Create websites that offer something of valueThink of our users firstPromote, dont link build.

Not good enough to be great offline and have a website. Have to have a great website, too.

Jon Cooper, PointBlankSEO: Its sad. Googles scare tactics are winning. More & more think building links is dead and that everything intentionally built is web spam. 6What Does Long Term SEO Strategy Look Like Post-Panda/Penguin? Something to Offer + Genuine Endorsements = Domain Authority

Domain Authority + On-Site Optimization = Increased Organic TrafficSomething (Relevant) to OfferDoesnt have to always be heavy contentCould be video, a resource, user reviews, advice, a forum, an awesome product, a blog, a how-to guidePut content on product pagesCould just be an awesome product on an awesomely-usable siteHas to be something someone would want to share or link toon their own. Video Library Product Pages EndorsementsSocial Twitter, Facebook, StumbleUpon, Pinterest, etc, etc, etcBuild and be a part of a communityGuest Posting (careful!)Outreach (careful!)Make friends

Do something or create something worth talking about, and put it in the hands of people who might talk about it. This is old-school marketing. Customer Finds

What is Not OkayIrrelevant blog commentsCrappy directories never used by humansArticle spinningSponsored posts (put nofollows on anything where $ or product changes hands) Irrelevant guest postsManipulative anchor text.


Domain AuthorityThe more people talk about you and the more time they spend on your site, the more authority your site has in the eyes of Google.

Okay, but this is really vague and hard, and the results take forever. What can I do to get results now? On-Site OptimizationMake sure youve optimized your pages (This is where you can target keywords)

No more than 2 keywords in a title tag (Does it look spammy? Then its spammy)Use your keywords (and related words) in a natural way on the pageMake use of H1 tags, etcDont hide content behind images or JavaScriptUse Image Alt TagsUse appropriate (and short, if possible) URLs

On-Site Optimization2. Ensure your site is easy to use

Build mobile sitesPay attention to user feedback get your bounce rate downLook in to 1-click social loginsReview your site architectureResolve crawl errors

Three Biggest OpportunitiesOptimization of PagesCreate something worth promoting something your competitors cant easily copyBuild up an audience

This is not easy. It is not fast. But because its genuine, it will outlast any Google update. Because it takes time and effort, your competitors will have a hard time catching up with you.

But Im Not Creative and Im Not a Writer. Thats okay! Use what you have. Expertise in your industryAn audience Something to offerIdeas from the OCV OSTHide-a-key RocksHave customers share stories of being locked outFront poor decorating tips Wheres Waldo with your rock - hide it and post it, ask people to find where the rock isSurvey where people would hide their key - show results and point out most people arent as secure as they think they are People you would/would not give a spare key to Content where people share best pet rock storyLandscaping tips; how to hide rock in landscapingWhich rocks go the best with my brick Share scary break-in storiesHome safety tips - what to do when going out of townRock song about the rock

Explain benefits of having a rock - cleaning lady, baby-sitter, children who lose key, etcOther things you could fit inside the rock, other uses for the rockName your rock contest Contest - you get whatever is in your rock. Strangest places youve found your keys after you thought you lost themAlternatives for people who live in apartments where rocks would look out of place Other places to hide your keys that arent the rock; use fake rock as a decoyContest - have people nominate most habitual key loser in their family Theme: selling peace of mindMemory tips and tricks for people who lose keysIdeas from the OCV OSTA local plumberPoop jokesFunny or embarrassing stories of toilet overflowsTeam up with local newspaper; have home improvement section with different articles5 fixes you dont need a plumber forReview of drainage products Tips for first time home owners Do a quiz about plumbing emergencies - what do you do when?Infographic on easy fixes When you need a plumber DIY vs. call a plumber infographic (go crazy on Pinterest)How to tell your husband nicely that you need to call for backup - what you should say, how to get him to call the plumberHost a tutorial on fixes you can do yourself, record videos while youre doing it to put on YouTubeDiagrams - label the parts of a toiletPlumbers' tools - name that plumbing implement

Testimonials Location-based tips - how to take care of your house in freezing weather or when its really hotToilet seat sizing chart Pimp my toilet techniques What your kids have put down the toilet Crazy things plumbers have found in the drain What to do if you drop your ring down the sink or flush something down the toiletSimple guide on how to unclog a toilet If my toilet is doing this, i should expect this How much $ it could cost you if you dont fix plumbing problemHalloween costume contest - best plumber costumes Infographic on environmental issues and water usage with toilets How to cozy up bathoom for guestsContest for best poop joke Questions?