Smx advanced 2011

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Round up for staff of S

Transcript of Smx advanced 2011

  • 1. SMX Advanced 2011 Update

2. Google Announcement
rel=author
Attributes article to correct author
Currently Intra-domain, Cross-domain coming
Continues Googles progression of changing value attribution
On page -> Links (webmaster votes) -> Social shares (user votes) -> Social sharing profile -> Author profile
3. Schema.org
Joint project between Google, Bing, and Yahoo
Allows content to be marked up semantically
For structured data like addresses, events, reviews, books, etc.
Full list at http://schema.org/docs/full.html
Will replace RDFa and Microformats
Implement during rebuilds and new site builds
4. Facebook
Only 2% of Fans ever return to a page
Purpose of pages should be Likes, almost exclusively.
PageLever is a good tool for FB landing pages and analytics
Only 10% of your fans may see any update
How an update appears on the Newsfeed is determined by EdgeRank
EdgeRank: affinity score, time decay, and a baseline for type of content
Pics and videos are better than manual posts which are better than auto posts
Ask in posts for people to answer simple questions
Mobile defaults to most recent so time important posts
5. 6. Facebook for SEO
Mostly affects Bing
Make sure FB pages have links back to site and CTA
To get the page to rank - links, brand mentions, likes
Mashable and TechCrunch have the best like/share buttons
All comments count (not quality of comments). Ask lots of questions.
Use on page implementations with faces where possible
7. Periodic Table of SEO
Survey of what factors affect SEO
Data was correlation not causation
Big controversy over Facebook shares, highly correlated, Google says not effect
Link hubs very strong correlation
Proximity to home pages has strong correlation
Number of AdSense blocks does not seem to have an effect
Unique links count far more than link counts
Not many other surprises
8. 9. Google Survivor Tips
Google moving to social sharing and user behaviour signals
Survey users that come from SERPS to determine their intent
Page engagement matters, make pages that convert
SEOs need to become conversant with usability
Stay on topic on the site / page and be diverse off the page (links/social)
Focus on diverse anchor text to specific deep pages
10. Link Building on Steroids
Several good research tool recommendations
Start local. Reach out to bloggers. Sponsor local events.
Build trust when doing outreach. Publicize associations, as seen on, where weve been quoted.
Talk about exclusives. Exclusive data, events, news, news about ad breaking.
Use date embargoes for multiple sources
Focus on high value links and others will follow
Sell that we have the traffic and data. Eg 40-50% of bf traffic
Buy ppc ads on terms writers will be searching. Eg black Friday shopping trends.
11. Really Complicated SEO Infrastructure
Lots more about schema.org
Unintentional cloaking. By referring URL, happens through a/b testing
Really long redirect chains. Lead to link dilution and longer time to first byte
Just plain avoid IIS
Watch for IDS blocking Googlebot
also attended a very in depth local session that will be useful when we develop Vancouver.com and other metro domains
12. More Info
Come see me anytime
Coming soon SEO 101
Breakout sessions / Lunch and Learns
SEO and Social
SEO Architecture
SEO for Content