Surviving the post algorithmic organic apocalypse
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Surviving the Post Algorithmic Organic Apocalypse
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Surviving the Post Algorithmic Organic Apocalypse
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Surviving the Post Algorithmic Organic Apocalypse
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Surviving the Post Algorithmic Organic Apocalypse
This Nightmare is Real
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Surviving the Post Algorithmic Organic Apocalypse
Threat Assessment
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Surviving the Post Algorithmic Organic Apocalypse
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.
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Surviving the Post Algorithmic Organic Apocalypse
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
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Surviving the Post Algorithmic Organic Apocalypse
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
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Surviving the Post Algorithmic Organic Apocalypse
Threat Assessment:Vince
• Pushes big brands higher in rankings• Gives more weight to larger brands
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Surviving the Post Algorithmic Organic Apocalypse
Neutralize the Threat
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Surviving the Post Algorithmic Organic Apocalypse
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
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Surviving the Post Algorithmic Organic Apocalypse
Neutralize the Threat:Panda
Still the most important Single element for Organic Search
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Surviving the Post Algorithmic Organic Apocalypse
Neutralize the Threat:Panda
• 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
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Surviving the Post Algorithmic Organic Apocalypse
Neutralize the Threat:Panda
• One Canonical Site Structure• WWW.• Non-WWW.• HTTP://• HTTPS://• /home• /default.aspx• /index.php
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Surviving the Post Algorithmic Organic Apocalypse
Neutralize the Threat:Panda
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Surviving the Post Algorithmic Organic Apocalypse
Neutralize the Threat:Panda
• Using manufacturer descriptions• Syndicating content• Sharing your content on other sites
Cross Domain Duplicate Content
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Surviving the Post Algorithmic Organic Apocalypse
Neutralize the Threat:Panda
• 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
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Surviving the Post Algorithmic Organic Apocalypse
Neutralize the Threat:Panda
Control Google’s Access
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Surviving the Post Algorithmic Organic Apocalypse
Neutralize the Threat:Panda
Control Google’s Access
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Surviving the Post Algorithmic Organic Apocalypse
Neutralize the Threat:Panda
Control Google’s Access
Search Operators
• Site:yoursite.com• Site:yoursite.com “snippet of text”• Site:yoursite.com inurl:search
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Surviving the Post Algorithmic Organic Apocalypse
Neutralize the Threat:Panda
Screaming Frog
• Error Pages• Redirects• Duplicate/missing Headings• Duplicate/Missing Title Tags• Canonical Issues• Crawling issues
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Surviving the Post Algorithmic Organic Apocalypse
Neutralize the Threat:Panda
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Surviving the Post Algorithmic Organic Apocalypse
Neutralize the Threat:Panda
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
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Surviving the Post Algorithmic Organic Apocalypse
Neutralize the Threat:Panda
# 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%
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Surviving the Post Algorithmic Organic Apocalypse
Neutralize the Threat:Panda
Content Ratio
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Surviving the Post Algorithmic Organic Apocalypse
Neutralize the Threat:Panda
Content Ratio
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Surviving the Post Algorithmic Organic Apocalypse
Neutralize the Threat:Penguin/Hummingbird/Vince
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Building a Scalable Niche Content Marketing Plan for Link Acquisition
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True Scalability
This is not scale
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True Scalability
One Piece of Content per Month. (2 max)
Research. Create. Promote
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Hummingbird Connection
• Content Consumers need content to consume• Create non-commercial link assets
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Penguin Connection
• Links to Content Pages = Increased rank for Product pages
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Vince Connection
• Big Brands create authoritative content• Big Brands have useful content for their
consumers
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If You Build it They Will Come
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Facebook Graph Search
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Soovle.com
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Soovle.com
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Know the Voice of each Niche
• Different people in different niches behave differently
• Don’t use one niche’s voice in another niche.
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Know the Voice of each Niche
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Competitive Research
Look for Content Identifiers in Competitors' Site Navigation
Content Identifiers:• /blog• /articles• /news• /resources• /white-papers
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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
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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
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Insert AFC Examples HERE
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Easy Whitehat Backlink Wins
• MajesticSEO• Screaming Frog• Check my Links• Advanced Search Operators
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Competitors’ Broken Links
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Competitors’ Broken Links
404 Error
302 Redirect
301 Redirect
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Finding Resources through SearchAdvanced Search Operators• “keyword phrase” inurl:resources• “keyword phrase” intitle:links
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Broken Resource Links
Chrome Extension: Check My Links
bit.ly/VxXHSq
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Beyond Links