Surviving the post algorithmic organic apocalypse

Surviving the Post Algorithmic Organic Apocalypse


This Nightmare is Real


Threat Assessment


Threat Assessment:Panda

• Onsite Content• Quality of Content

• Semantic Structure• Missing or Unorganized Content Elements• Misspelled Words

• Unnatural Language within Content• % of Cross Domain Duplicate Content• % of Sitewide Duplicate Content• Bounce Rate Metrics

Panda affects the entire website. It is not a page by page penalty.


Threat Assessment:Penguin

• Backlink Quality• Backlink Authority• Backlink History

• Over-optimized Anchor Text• Paid Links• Link Spam

Blog Commenting Article Syndication Paid LinksForum Profiles Directory Spam Link FarmsForum Spamming Sitewide Footer Links Blog Networks


Threat Assessment:Hummingbird

• Parses entire search strings, not just words within strings

• Tries to better match search queries to the searcher’s intent

• The future of Google• Will force Ecoms to provide non-commercial

content


Threat Assessment:Vince

• Pushes big brands higher in rankings• Gives more weight to larger brands


Neutralize the Threat


Neutralize the Threat:Panda

Optimized H1 Tag>Page Title>Proper Semantic Structure>Quality Content>Proper Navigation>UX>Engaging Content>Fast Page Speed>Proper Canonical Elements>Optimized Crawling & Indexing Elements>Quality Backlinks>Social Shares = Highly Relevant Ranking Signal



Still the most important Single element for Organic Search



• Quality content has a distinguishable flow

• Title, Content, heading and all other elements will have a relationship to one another

• Content about a subject has predictable words and variations that should be present in the content



• One Canonical Site Structure• WWW.• Non-WWW.• HTTP://• HTTPS://• /home• /default.aspx• /index.php



• Using manufacturer descriptions• Syndicating content• Sharing your content on other sites

Cross Domain Duplicate Content



• Site.com/blue-widget• Site.com/category1/blue-widget• Site.com/category2/blue-widget

Sitewide Duplicate Content

• Site.com/category/widget?color=blue• Site.com/category/widget?color=white• Site.com/category/widget?color=red



Control Google’s Access



Control Google’s Access

Search Operators

• Site:yoursite.com• Site:yoursite.com “snippet of text”• Site:yoursite.com inurl:search



Screaming Frog

• Error Pages• Redirects• Duplicate/missing Headings• Duplicate/Missing Title Tags• Canonical Issues• Crawling issues



Action Steps• Set Domain Canonical using 301 Redirect• Set page level Canonicals

• Canonical Tag• Robots.txt• Meta Robots Noindex

• Nofollow non-useful portions of your site• Account• Wishlist• Search• Checkout Pages

• Cross Domain Duplicate Content• Hide pages from Google

• Title Tag Optimization• Heading Optimization

• No Headings in Navigation• One H1 per page



# of Pages with Organic Traffic / # of Indexed Pages x 100

Content Performance Ratio

2,650 pages bringing in organic traffic on a site with 45,000 pages indexed(2650/45,000)x100=5.89%



Content Ratio


Neutralize the Threat:Penguin/Hummingbird/Vince

Building a Scalable Niche Content Marketing Plan for Link Acquisition

True Scalability

This is not scale

True Scalability

One Piece of Content per Month. (2 max)

Research. Create. Promote

Hummingbird Connection

• Content Consumers need content to consume• Create non-commercial link assets

Penguin Connection

• Links to Content Pages = Increased rank for Product pages

Vince Connection

• Big Brands create authoritative content• Big Brands have useful content for their

consumers

If You Build it They Will Come

Facebook Graph Search

Soovle.com

Know the Voice of each Niche

• Different people in different niches behave differently

• Don’t use one niche’s voice in another niche.

Know the Voice of each Niche

Competitive Research

Look for Content Identifiers in Competitors' Site Navigation

Content Identifiers:• /blog• /articles• /news• /resources• /white-papers

Competitive Research

Majestic SEOFind Competitors’ Top PagesLook for Top Pages that are Content based

• Know what people are linking to• Know what people are sharing• Know what people are interested

in

Content Creation Toolshttp://infogr.am/http://create.visual.ly/http://piktochart.com/http://creately.com/http://www.easel.ly/

INFOGRAPHICS

http://wordpress.org/plugins/wp-cartoon/installation/

CARTOONS

http://timeline.verite.co/

TIMELINES

http://infogr.am/

http://infogr.am/

http://create.visual.ly/

http://create.visual.ly/

http://piktochart.com/

http://creately.com/

http://www.easel.ly/

http://wordpress.org/plugins/wp-cartoon/installation/

http://timeline.verite.co/

Insert AFC Examples HERE

Easy Whitehat Backlink Wins

• MajesticSEO• Screaming Frog• Check my Links• Advanced Search Operators

Competitors’ Broken Links

Competitors’ Broken Links

404 Error

302 Redirect

301 Redirect

Finding Resources through SearchAdvanced Search Operators• “keyword phrase” inurl:resources• “keyword phrase” intitle:links

Broken Resource Links

Chrome Extension: Check My Links

bit.ly/VxXHSq

Beyond Links

Surviving the post algorithmic organic apocalypse

Marketing

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