Fresh Egg is a 12-year-old digital marketing agency focused on SEO, PPC, content creation and other services. They have 120 clients and offices in Worthing and London. The document discusses best practices for link building, such as using diverse anchor text, avoiding exact match anchors, and steering clear of toxic or low-quality links. It also recommends tools for auditing links and recovering from Penguin-related issues through reorganization, new content, and taxonomy changes.

1. Welcome!
Travel Babble – Search Landscape
Marketplace 2012

2. Welcome to Fresh Egg
● Who is Fresh Egg?
- Fully integrated digital marketing agency focussed on UK work
(Content, Social, SEO, PPC, UX, Insight, Web & App Dev)
- HQ in Worthing with a London presence
- 12 years of successful performance-led client work
- 120 clients and growing…

3. The Google Penguin

4. Google Penguin
● Reasonable community consensus
● First one to hit 'real' SEOs
● Reliably five main conclusions

5. More About Anchors Than You Ever Wanted
● Anchor text diversity
● <A>click here</A>
● <A>my brand</A>
● <A>what my brand does</A>
● Depth – Root, L1, Article
● Variety – avoid exact-match!
● Avoid over-programming (35-65%?)

6. Bad Neighbourhoods
Class-C Location
Concentration Clustering
‘Splog’
Follow/no-follow structures

7. What is your recommendation on how I can rectify this
problem?
Recovery

8. Making the Right Decision
● Weighing our options:
- Do nothing
- Fix ourselves or seek out professionals?
- Abandon site and start afresh
● Recovery – do we ditch sites?
- Yes, potentially…
- Or ditch methods, keep the site

9. Decision Making Process
Full off-page
audit
Understand Link
Re-indexation Equity:
=> Domain
& Recovery => subsection
=> Landing
Evaluate
Logical re-org. Taxonomy
New copy? Toxicity =>
Classification

10. Tooling
● You’ll need in-depth analysis tools to accomplish this
● Popular options:
● Price vs. functionality
● Or… bring in an expert

11. Data screen shot
Normality in - <A> text, TLD, ‘Follow’, Class- C

12. Data screen shot
Anchor Text Keyword Graph

13. Can you identify quality travel blogs to guest post on?

14. Protect Your Sources
● Yes, lots
● Words of caution
● Valueless to tell all of you – stop chasing the game
● Work toward a methodology – build relationships

15. Re-cap Best Practice for Identification
● Appraise your platforms thoroughly
● Tripping no-follow rates
● Spurious domain profiles
● Overly programming Anchor text
● Taxonomy planning

16. Questions:
I’ve heard a lot about rel=author lately and that it is important
to utilise in order to improve rankings – what is this about?
Is there increasing recognition in the Search community that
fresh, original, high-quality travel content makes a difference
to Search and Inbound Marketing? And are we seeing more
companies willing to invest in securing that content?

17. Google Developments
● What is rel=author?
● Additional, optional mark-up in links and microformats
● Higher visibility in SERPs
● Greater content consumption in circles
● Extensible authorship association beyond Google
● What is agent rank?
● Google Patent Sept 2011
● Intended to augment PageRank initially
● Overall attempt to improve authority and reduce clutter

18. A Look to the Future – from Platform Rank to Voice Rank
● Platform authority – domain and PR
● Agent/Author authority
● Object based semantics?

19. Add More Value and Control Your Voice
Journalistic commoditisation:
Cars, Jobs, Homes, Holidays
Change the way you think:
Plug content gaps - perhaps not typically/previously related to
travel

20. Thank You!
#TravelBabble