Luke Chapman @DigiGrow / @s13_eisbaer
WHAT’S NEW?• Hummingbird
• More penalties
• Guest Blogging Targeted• Keywords (not provided)
• No more PageRank
HUMMINGBIRD• Conversational queries
• Matches content based on synonyms
• Preparing for voice search?
Penguin 2012
Unnatural Links Manual Penalty 2013
The best place to hide a dead body
is page 2 of Google search results.
STEP #1FIND ALL LINKS• Google Webmaster Tools• Open Site Explorer (Moz)• Majestic SEO• Link Detox
STEP #2ASSESS ALL LINKS
• PPP = INSTANT REMOVE• Low quality article sites = REMOVE• Blog network = REMOVE• Any doubts? = REMOVE
STEP #3ASK FOR REMOVAL• Find contact info for sites• Ask for link removal or “nofollow”• Record details and dates in Google
Docs spreadsheet
STEP #4DISAVOW LINKS
• Submit disavow list to Google• Can take several weeks to take effect
STEP #5RECONSIDERATION
REQUEST• Explain your situation honestly• Beg, plead, grovel, cry• Wait…
DENIED
STEP #6TRY, TRY AGAIN
• Continue link clean-up• Wait for disavow list to process• Re-word reconsideration request• Cross your fingers, toes, etc
Automate
APPROVED
STEP #6BUILD NEW LINKS
• Links that helped before are GONE• Build new, QUALITY links to replace• EARN links instead of “building”
Building Quality Links
in 2014
Guest Bloggingin 2014
• Subject line doesn’t warrant opening
• Doesn’t address the recipient by name
• Not personalised in any way – they clearly know nothing about the website
What’s Wrong With
This Picture?
Hi,I’m Ella!
LESSON #1Contacting people out of the blue and asking for links DOESN’T WORK…
…UNLESS
Guest Posting Tips• Know your target – topic/style• Address the person by name• Provide a benefit to them & readers
(write something interesting)• Link out to other sites• Don’t link from an “Author Bio”• Don’t use spammy anchor text
Here’s the best kept secret to
building quality links…
Create timeless content
It’s OK to link out!
OptimiseExisting
Rankings• Rich Snippets• Titles• Descriptions
Search Marketing
Want to ensure your marketing
efforts are as good as they should be?
Do 1 ThingGet an independent,
external audit every 12 months to find out where you’re really going wrong.
What We Found• One campaign targeting both search
and display networks.• One ad displaying for many “broad
match” keywords.• Too many or too few ads in a
campaign.• WATCH YOUR QUALITY SCORE
What We Found• Ad rotation settings
What We Found• Broad and Phrase match causing
keyword overlap• Bids poorly optimised
Results?Before: Losing money on PPC ads
After: 300% ROI
Don’t Count On SEO
Penguin 2012
Unnatural Links Manual Penalty 2013
Redistribute Your Eggs• AdWords/PPC advertising• Re-targeting• White label B2B partners• Affiliate marketing• Offline advertising• E-mail marketing• Referral marketing• Public Relations/Media• Link building for traffic (not SEO)• Twitter outreach
Luke Chapman @DigiGrow / @s13_eisbaer
