algo chaos - pubcon vegas 2013 by jake bohall of virante, inc
DESCRIPTION
Frustrated at the world of algorithm updates? Has a Google penalty wiped you out? Do you have an algo-proofed website? Can your online marketing platform sustain the test of time? Obtain answers to these questions as well as solutions for long-term SEO success from this session at Pubcon Vegas 2013.TRANSCRIPT
VIRANTE WEB MARKETING@JakeBohall
Algo ChaosWTF just happened?
About the Presenter
Jake Bohall is the VP of Marketing for Virante, where he has worked since 2008. He has co-founded several start-ups, sits on the board of an educational non-profit, and assists entrepreneurs in implementing their start-up ideas.
Jake's expertise lies in identifying opportunities for business growth and determining appropriate search engine marketing strategies to fit a company’s objectives.
www.Virante.org@JakeBohall
VIRANTE WEB MARKETING@JakeBohall
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Major Algorithm Updates
Data Source: http://www.seomoz.org/google-algorithm-change
www.Virante.org@JakeBohall
… Algo Updates
Image Credit: www.2varanasi.com
VIRANTE WEB MARKETING@JakeBohall
cha·os nouncomplete disorder and confusion.
cha·os the·o·ry nounthe branch of mathematics that deals with complex systems whose behavior is highly sensitive to slight changes in conditions, so that small alterations can give rise to
strikingly great consequences.
@JakeBohall
www.Virante.org
Image Credit: www.omarkattan.com
… Negative SEO
VIRANTE WEB MARKETING@JakeBohall
Inconsistency with Guidelines
Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you'd feel comfortable explaining what you've done to a website that competes with you, or to a Google employee.
Any links intended to manipulate PageRank or a site's ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines.
Image Credit: somewhere on blogspot… they probably stole it
@JakeBohall
www.Virante.org
Be Smarter … EVOLVE!
Image Credit: www.steve-dale.net/
@JakeBohall
www.Virante.org
VIRANTE WEB MARKETING@JakeBohall
The common principal:
Better Content && Better Links Relevance Authority
www.Virante.org@JakeBohall
Image Credit: www.mybloggerlab.com
Stop doing spammy stuff… Quality CONTENT matters!
UNIQUE - Implement rich snippets, microdata and UGC
RELEVANT- Topical relevancy
AUTHORITY - Google+ is real
@JakeBohall
www.Virante.org
Unique Content…
Rich snippets and microdata Better user experience, increased click through rates
@JakeBohall
www.Virante.org
Image Credit: www.highervisibility.com
Unique Content…
User generated content
Your content should prove your users are engaged!
Make your audience sneezers, marketing your product/content for you….
Hello social media!
@JakeBohall
www.Virante.org
Relevant Content…
New Trends: Topical Relevancy
Ben Hendrickson (seoMoz) told us about LDA…
Were you listening?
To Do:Use LDA Scoring and keyword concept themes to create content that is more semantically relevant to the keywords you are trying to rank. Consider…nTopic.org
@JakeBohall
www.Virante.org
What is LDA?
SEOSEMNetworkingAnalyticsAffiliates
DrinkingGamblingConvention CenterMoney Late Nights
PubCon Vegas VegasMarketing
@JakeBohall
www.Virante.org
Authority Content…
New Trends: Google + is real “It’s really the unification of all of Google’s services, with a common social layer.”
Head of Google+, Vic Gundotra
Author Rank and Brand Rank are Driven by Content!
@JakeBohall
www.Virante.org
Authority Content…
New Trends: Google + is real To Do:Create an account - google.com/+/business/
Implement rel=author and rel=publisher to attribute your knowledge graph to your profile and brand pages.
Do #RCS - “Real Company Shit” -- Wil Reynolds
@JakeBohall
www.Virante.org
Stop doing spammy stuff… Quality LINKS matter!
BRAND - Engagement with company, citations
PEOPLE - Social Media, inspire conversation
DIVERSITY - Diversity in anchor text, strategies, etc.
@JakeBohall
www.Virante.org
Better Links…
@JakeBohall
www.Virante.org
Better Links…
Digital Outreach / PR / Social Media
They all converge to PROMOTE YOUR BRAND!!!
Let Google know you care more about your business than you do about Cheap Discount Widgets.
@JakeBohall
www.Virante.org
Better Content && Better Links
Cheating at new content with BLB Want to become the authority… find out who is/was and how they captured attention in the past!
Broken Link Building is prospecting for content ideas …that already have links!
Create awesome link bait content (don’t copy!!)
@JakeBohall
www.Virante.org
Better Content && Better Links
“The success of the campaign is directly proportional to how much good you do for the web.
You profit only if you create good content to replace lost or abandoned content that webmasters still want to link to.”
To Do:http://www.seomoz.org/blog/the-broken-link-building-bible
(http://tinyurl.com/blblinking)
@JakeBohall
www.Virante.org
Takeaways…… Stop doing spammy stuff… Quality matters!
Content- Implement rich snippets and UGC - Check out LDA tools, focus on topical relevancy - Find new content opportunities based upon success
Links - Focus on your brand authority- Remove bad backlinks and/or dilute with good ones - Watch your anchor text diversity
@JakeBohall
www.Virante.org
If you can’t evolve…
@JakeBohall
www.Virante.org
Virante, Inc.
http://www.virante.org1-800-650-0820
@virante
Jake [email protected]
919-459-2834@jakebohall
http://www.virante.org/blog/http://www.thegooglecache.com/
http://www.ntopic.org/http://www.removeem.com
http://www.penguinanalysis.com
www.Virante.org@JakeBohall