tom critchlow - data feed seo & advanced site architecture
DESCRIPTION
Europe 2010TRANSCRIPT
Data Feed SEO & Advanced Site Architecture
A4uexpo Europe, Munch 2010
Tom Critchlow
Head of Search Marketing, Distilled
> [email protected]> twitter.com/TomCritchlow
> www.distilled.co.uk> www.distilledconsulting.com
Tom Critchlow
Tom is a search geek, ninja poet, poker playing, maths loving, data geek. He’s responsible for all search marketing at Distilled.
The Affiliate Penalty
The “Affiliate” Penalty
Two big causes of the “affiliate” penalty:
1) Algorithms
2) People
Unique Content Matrix
Unique Content, Low Trust
Strong site, unique content
Non-unique Content, low trust
Strong site, non-unique contentU
niq
enes
s
Site Strength
Unique Content SpectrumU
niq
enes
s
Site Strength
Case Study
“Welcome visitor, please find out selection of [insert product] below, we have [number of products] items. We think you’ll like them!”
User Generated Content
“User” Generated Content
User “Generated” Content
Mozenda
Building quick & dirty SEO Tools
A Cheat Sheet & Inspiration
By Will Critchlow, www.distilled.co.uk. First published: www.seomoz.org
APIs (more on programmable web)
AdWords – Keywords
Alchemy – Structured data & text
Bing – Search, news, spelling
Evri – Sentiment and popularity
Face.com – Face detection
Facebook – Social graph
Google Analytics – Visitor data
Hostip – Geo data
LinkedIn – Professional data
Pingdom – Website uptime
Postrank (1, 2, 3) – real-time & influence
Rapleaf – Social media profiles
Twitter – Real time and social
... And of course:
Linkscape – Links
YQL – Yahoo! Query Language
select * from html where
url=“<url>" and
xpath=“<xpath>“
select * from html where
url=“<url>"
select * from feed where
url=“<url>”
select * from search.web where
query = “<query>"
xpath (more examples)
/foo – the element „foo‟
//bar – all elements „bar‟
foo/bar – all bar elements children of foo
foo//bar – bar arbitrary levels below foo
foo/*/bar – bar grandchildren of foo
foo/* - all children elements of foo
foo/@bar – bar attribute on foo
foo/[@bar] – foo with bar attributes
foo/[@bar=baz] – where attribute=baz
Python
Since Python is the language of Google App
Engine, here is how you can use YQL easily
within Python:
Download source – extract to yql folder
within your application
import yql
y = yql.Public()
result = y.execute(“<yql
query>”)
Crawlers / Scrapers
Mozenda
80legs
Google App Engine
Amazon Web Services
Human Touch
Amazon Mechanical Turk
Smartsheet (interface to Mechanical Turk)
oDesk
Sources Magic Horsepower
Data (more on infochimps)
Data.gov – US government data
Data.gov.uk – UK government data
Delicious list – from Peter Skomoroch
Google Public Data - Directory
Guardian – content and data
World Bank – finance, health, etc.
80legs – prepackaged crawl data
User Generated “Content”
• External search queries
• Internal search queries
• Tags
• Testimonials
• FAQs/Support emails
Differentiate YourselfTitle
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Manipulate & Clean Your Data
“Kingston DataTraveler 101 USB flash drive - 4 GB – Cyan”
“Kingston USB memory stick 4gb”
vs
Of Course, Links Always Win
http://www.seobook.com/black-hat-seo-case-study
Manual Reviews – aka “Hand Jobs”
Check out the quality raterguidelines
“Add value to users”
“Relevant”
These are subjective!!
Information Architecture
What Perfect IA Looks Like
Check it out: http://seogadget.co.uk/solving-site-architecture-issues/
Define Your Keyword Niches
Look at the user search path – define your categories to match the search volume.
Single keywords are for losers:http://www.wordtracker.com/academy/long-tail-keyword-research
Pagination is bad – never do it
Zzzz.Ugh.
Never visited
Yawn.
Footer Links Are Bad
Footer links can penalise you! Bad for users bad for SEO.
Make a user friendly architecture.
Information Architecture Rules
• Flat architecture
Close to homepage
<100 links / page
• No pagination
• No footer links
• Make category/sub-category pages user friendly
• ??????
• Profit
Cross Linking Internally
Advanced: Algorithms
Figure out a scoring algorithm for your pages based on popularity, search volume and current ranking position. Use this algorithm to direct links internally.
Diagnosing IA Issues
Use separate XML sitemaps
Xenu is your friend
Secret Sauce
Query Deserves Freshness:
Microformats:
Resources
• http://www.seomoz.org/blog/whiteboard-friday-flat-site-architecture
• http://seogadget.co.uk/solving-site-architecture-issues/
• http://www.seomoz.org/blog/api-and-dataset-cheatsheet-building-quick-dirty-tools
• http://www.mozenda.com
• http://www.seomoz.org/blog/leveraging-mechanical-turk-odesk-elance-craigslist-for-seo
• http://www.seochat.com/c/a/Google-Optimization-Help/Googles-Quality-Rater-Guidelines-Leaked/
• http://strategizer.wordtracker.com/
• http://www.blogstorm.co.uk/using-multiple-sitemaps-to-analyse-indexation-on-large-sites/
• http://www.seomoz.org/blog/xenu-link-sleuth-more-than-just-a-broken-links-finder
• http://microformats.org/
• http://www.seomoz.org/blog/whiteboard-friday-query-deserves-freshness
Thanks!