Algo Proofing Your Website - PUBCON Las Vegas 2015
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Evolving for Long-Term Rankings Growth and Stability in Google Search Results
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Algo Proofing Your Website - PUBCON Las Vegas 2015
- 1. Algo Proofing Your Website Evolving for Long-Term Rankings Growth and Stability #Pubcon
- 2. Algo Proofing Your Website Who Am I? VP and Head of SEO at Angular (formerly Virante, Inc.) - a leading search marketing agency known for white-glove link development services, industry R&D, and their suite of innovative SEO tools, such as SEOAlarms, Remove’em, nTopic, PandaRisk, and more. Love discussing the latest trends and techniques in SEO, and teaching in search marketing training programs for corporate clients and major conferences. #dadfirst #seomakesmehappy #guitarlover #nerd #lovespaisleys #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall
- 3. http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall 0 10 20 30 40 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 1 0 1 7 2 8 1 2 2 4 8 19 35 17 15 4 Major Algorithm Updates Data Source Algo Proofing Your Website Algorithm Updates #Pubcon
- 5. Algo Proofing Your Website Algorithm Updates #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Image Credit: www.2varanasi.com
- 6. Algo Proofing Your Website Algorithm Updates Algo Proofing Your Website #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall
- 7. “So why do you think I should work for Google?” “Well, you would be working on the cutting edge. You would be exposed to the kind of technology you wouldn’t see anywhere else, cause we hid it in complicated patents and only apply the information when we feel like it. Superstring theory, chaos math, advanced algorithms.” “Ranking websites based on what I think is best?” “Well that’s one aspect” “C’mon that is what you guys do. You guys handle 25% of internet traffic in North America. You are bigger than Facebook, Netflix, and Twitter combined. “We don’t like to brag about that Jake, but you are exactly right. So the way I see it, the question isn’t why you should work for Google, the question is… Why shouldn’t you?” “Why shouldn’t I work for Google? That’s a tough one, but I’ll take a shot at it.” http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall #Pubcon Algo Proofing Your Website Google Job Interview
- 8. Let’s say I’m working at Google and someone puts an algorithm issue on my desk, something no one else can figure out, maybe I take a shot at it, and maybe I figure out a way to improve it. I’m real happy with myself because I did my job well. … But maybe that algorithm update identifies anchor text over optimization as a primary indicator of spammy techniques. Now Google sends out manual penalties to 1,000’s of small business websites that I never met or had any problem with, suddenly these entrepreneurs… the same guys we are trying to leverage to help build our economy, have their livelihood destroyed. The legal team and Matt Cutts don’t care, because they say “they had it coming” and ad revenue is up. Meanwhile, some of these families can’t pay for their house, it gets foreclosed, wrecks their credit for any near-future small business loan and they have to move to a slummy neighborhood where they get a divorce because one of them thought it was a good idea to buy links and they still argue about how they didn’t do anything different than RapGenius or Interflora other than be slightly less knowledgeable about what they were attempting to do. http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall #Pubcon Algo Proofing Your Website Why Shouldn’t I Work for Google?
- 9. Algo Proofing Your Website cha·os noun complete disorder and confusion. cha·os the·o·ry noun the 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. Chaos Theory #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall
- 10. Algo Proofing Your Website Chaos Theory Sensitivity to initial conditions Site structure Search queries Incoming links Topological Mixing Content Engagement Signals Inbound Links #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall
- 13. Did you read the quality guidelines? angular.marketing/google-smg … the full guideline? angular.marketing/google-smg-full
- 14. Algo Proofing Your Website 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. #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall
- 15. Algo Proofing Your Website Hypocrisy #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall
- 16. Image Credit: somewhere on blogspot… they probably stole it Algo Proofing Your Website #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall
- 17. Algo Proofing Your Website Chaos = Opportunity #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall
- 19. Algo Proofing Your Website #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Luck = Preparation + Opportunity Rankings = (Relevance + Authority) + Intent
- 20. Algo Proofing Your Website Purpose of the Algorithm #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall The common principal: More Relevant && More Authority Content Links
- 21. Algo Proofing Your Website Quality Content #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Quality CONTENT matters! UNIQUE - Implement rich snippets, schema… RELEVANT- Topical relevancy… finding user intent AUTHORITY – Share and Create content in social
- 22. Algo Proofing Your Website Great Content #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Each Page is Unique with Distinct Purpose
- 23. Algo Proofing Your Website Great Content #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Follow the Panda Guidelines to Make Your Content Better • Was this content written by experts? • Would you consider this content trustworthy? • Is this page an authority on the issue? • Would you see this content in print? • Are there any obvious errors on the page?
- 24. Algo Proofing Your Website Unique Content #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Image Credit: www.highervisibility.com Rich snippets, microdata, Schema.org Article Markup Better user experience, increased click through rates
- 25. Algo Proofing Your Website Unique Content #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall http://www.google.com/webmasters/tools/richsnippets
- 27. Algo Proofing Your Website User Generated Content #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Your content should prove your users are engaged! Make your audience sneezers, marketing your product/content for you…. Hello social media!
- 28. Algo Proofing Your Website Relevant Content #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall What is the intent of search? Do you know what personas you are targeting… ? Does it match the persona of those performing search? Are you fresh? Do you have geo-indicators in content? Do they want an answer, list of ideas, product to buy?
- 29. Algo Proofing Your Website Helpful Content #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Can you Improve? Leverage Search Console Data for low- hanging fruit!
- 31. Algo Proofing Your Website Relevant Content #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Are you topically relevant? Could you remove your target keyword from your page, and still know exactly what you are talking about?
- 32. Algo Proofing Your Website #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall
- 33. Algo Proofing Your Website Authoritative Content #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Do #RCS “Real Company Shit” -- Wil Reynolds Have authorities write your content
- 34. Algo Proofing Your Website Always Be Conscious #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Always Be Conscious
- 35. Algo Proofing Your Website Always Be Conscious #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall
- 36. Algo Proofing Your Website Linkbuilding Works #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall If Content is King… Links are Queen…
- 37. Algo Proofing Your Website #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall … Sometimes she wears the pants. Image Credit: www.drawception.com
- 38. Algo Proofing Your Website Stop Spamming #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Quality LINKS matter! BRAND - Engagement with company, citations PEOPLE - Social Media, inspire conversation DIVERSITY - Diversity in anchor text, strategies, etc
- 39. Algo Proofing Your Website Always Brand Conscious #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Always Brand Conscious
- 40. Algo Proofing Your Website Link Building #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Value Proposition Prospecting Outreach
- 41. Algo Proofing Your Website Be Diverse #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Low volume of linking from different types of sources • Links from major news/publications…. You are worthy • Links from old content…. You are an improvement • Links from fresh content…. You are present/timely • Links from broken link building… You replace old authorities • Links from resource link building…. You are useful
- 42. Algo Proofing Your Website Be Diverse #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Good Links are Indistinguishable from Good Marketing
- 43. Algo Proofing Your Website Stay out of the Shade #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Proactive at pruning bad/spammy links Anchor text diversity and commitment to brand is critical to avoid Penguin and other algorithmic pattern detection. To Do: http://www.removeem.com/ratios.php
- 44. Algo Proofing Your Website Purpose of the Algorithm #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall Image Credit: www.mybloggerlab.com ?
- 45. Image Credit: www.steve-dale.net/ Algo Proofing Your Website Be Smarter… Evolve #Pubcon http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall
- 46. http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall #Pubcon Algo Proofing Your Website If you can’t evolve
- 47. Are you this smart? http://Angular.Marketing jbohall@angular.marketing 919-459-2834 @jakebohall #Pubcon Algo Proofing Your Website Good Will Hunting
Notas del editor
- Full service agency located in Research Triangle Park in NC We also make awesome tools you might have heard about Remove’em, PandaRisk, and nTopic
- This graph shows the number of published Google algorithm changes since 2000. In 2011, Eric Schmidt testified before congress there were over 500 changes in 2010… only 8 were named.. 2012 was obviously a rough year, though many of those were rinse/repeats of Panda, etc. Google’s inside search portal reports 665 changes in 2012.. We named 35 -- 5%...
- This is a graph provided by Google showing the volume of manual actions and the type by month.. Looks to cover about 8 years.. Peak is 600,000 domains… In big picture, may not seem like a lot, but if you are one of those numbers Unnatural links is green one.. I think..
- Trying to create the “perfect” algorithm… ..150K websites per day? Take all this chaotic crappy content and provide “users” with organized information From Google: Today Google’s algorithms rely on more than 200 unique signals or “clues” that make it possible to guess what you might really be looking for. These signals include things like the terms on websites, the freshness of content, your region and PageRank.
- It’s almost like Google is forcing the web to be “clean”.. Get rid of the trash. Making it more usable, more responsive to users… To users intent! Admittedly I’m sure it has helped, but as they get more restrictive, we’ll likely see companies looking to exploit competitors more… It’s like a growing war with Google and spammers, and we’re the collateral damage.
- Like to draw an analogy with Good Will Hunting.. Will is interviewing for the NSA
- This is a sad reality.. In the movie he’s talking about breaking a code that causes military to bomb a city. Soldier gets shrapnel in his ass, hemorroids, the people in the city they were bombing move to US and take jobs for pennies, and politicians just cared about getting their oil across the country, etc. The point Will Hunting is making is that of Chaos Theory… that an innocent gesture can have dire consequences
- Chaos Theory: There is this complex dynamic system that extremely sensitive to subtle changes that lead to huge consequences… Think along the lines of a butterfly effect.
- For a dynamical system to be considered Chaotic, has to meet certain criteria Each of these items with just a slight change creates a significantly different trajectory of results. As the system evolves, elements begin to overlap, making the system even more sensitive to change. Independently measured, but overlap in how they each impact each other.
- 2012 algorithm change process.. Precision Evaluations – quality reveiwers Side by Side experiments – split test with reviewers Live Traffic Experiments – phantom updates Change launches ..
- You have to learn to identify problems, and adapt.. They’ve been collecting information on the internet, on our behavior, for near 20 years.. Even if you had a team smart enough to rebuild/deconstruct Google’s algorithm, you don’t have anywhere near the data you would need accessible to you.
- In Summer 2014 the guidelines developed for the people who evaluate search quality were leaked… Have you taken the time to look over these… there is an official version and a “leaked” version It’s amazing the # of “seo managers” at Brands have panda problems, but have never done a review of their own site using these guidelines as a point of reference.
- It’s not like Google doesn’t add to the chaos How does this happen? Matt did a video about what a paid link is.. Intent played a heavy role.. Intent is definitely a subjective term
- Google spent several years getting authors to link back to their G+ profiles… Gave a link back to verified sites with do-follow link. Now, they’ve made the link to you no-follow. This is a classic link scheme… not sure how they get away with it..? Google’s Gary Illyes suggested at SMX east that you should leave your authorship markup in place, as they may reconsider it in the near future. So I guess we’ll continue giving them backlinks with “nothing” in return…
- So what do you do? Webmasters, business owners.. Even some SEOs are lost and confused about what to do.. We see inconsistencies in what works for us vs. competitors.. Inconsistencies with the data between search console and analytics Most all of us SEO’s are a little crazy… Why else would we do this.. I think that’s why Good Will Hunting, Pi, Beautiful Mind, etc.. The protagonists were all crazy
- In the midst of chaos, there is also opportunity. .. Sun Tzu in Art of War Chaos is another name for opportunity – I-Ching In Chinese .. Chaos means Danger + Opportunity.. Chaos creates your chance to succeed… Can also means a somewhat unpredictable chance of failure.
- This is too many SEOs.. I’m a big fan of K.I.S.S. model.. Keep it simple stupid… Sometimes you need to keep it simple just to understand what is having an impact.
- In mind of simple: You can’t control opportunity or “intent” of a person searching google.. But you should understand it Algo proofing is trying to avoid being one of those stastics we saw at the beginning… and see growth..
- Understand why this is happening: The Core of Google’s algorithm is to measure relevance and authority and match to a users intent Onsite and Offsite SEO
- You want content to be King? Make it a fucking king… make is special, give it a bloodline … You can’t be King unless you are an authority. What makes your content different?
- Use your knowledge to do your best…
- Reviews , People, Products, Businesses and organizations, Recipes, Events, Music http://www.google.com/webmasters/tools/richsnippets Google is expecting us to help them organize the internet, and are rewarding those who do… … and sometimes stealing their content …. Can you tell I might be a little bitter/skeptical ?
- You can use the validation tool by google to see how they look at it.
- Write your own descriptions for products, be careful what you let affiliates grab Give opportunities for comments, reviews, ask for stories, testimonials, etc.. FAQs.. Simple concept. Make a list of questions anyone could ask about your business or products, and then dedicate a blog post or article to answering that question in-depth.. Leverage snippets of that FAQ content throughout the site. Use the schema.org article markup to take advantage of the content You need engagement around your content – shares, discussions, citations, etc..
- You have to be relevant to intent… Know what to say, and how to say it… Do you spell tires with an I or a Y… program with 2 m’s and an e? Contextual clues..
- Leverage search console to identify opportunities and intent... Sometimes a single fact differentiates two pages.. Combine them Put in a keyword filter under queries, then select pages… all metrics available. See which pages are generating traffic for specific terms… consolidate to higher CTR areas Discover new content ideas
- How is your content used to benefit your purpose and meet the intent of users.. Write for context that matches intent.…
- If you are manipulating your backlink profile, you should consider this for anchor text diversity.. Building a theme… Importance underscored by voice search… more natural language.. (LDA – Ben Hendrickson at Moz) Don’t forget how natural language signals things like geolocation, etc..
- If you are one of those daring types that intentionally manipulates your backlink profile.. … you know who you are.. !! Also helps you avoid anchor text overoptimization.. Create thematic relevance in your backlinks
- Actually be an authority If you aren’t an authority, then rethink … “Why am I here”..
- This is good to remember for late nights in vegas… But it applies to your marketing Know what other teams are doing and how you can integrate
- What is your PR team focused on Are you using social for finding ways to relate back to your customers Are you using Paid search for keyword ideas Are you link development outreach efforts based on supporting data and new content…
- … and she often wears the pants. Content drives more links, more votes, more authority..
- Link building works… !
- Think about what makes your company look better… Branded anchor text We work with banks, universities, hospitals, publicly traded companies, etc.. These clients are hyper-sensitive for their brands… because they are real companies with a reputation to protect. Often said… would you be comfortable showing competitors your links… would you be comfortable showing your customers? Let Google know you care more about your business than you do about whatever
- Think of link building in the way you run your business.. Value proposition… (service/product) can be content, expertise, money even… risks there Prospecting.. (demographic) Find the audience that would benefit from your value proposition Outreach.. (marketing)… This is personalized to connect
- What story do your links tell about you? You need all of these things to survive… You can’t earn these types of links without a concerted effort to be the best and connect with others.
- You can’t earn these types of links without a concerted effort to be the best and connect with others.
- My parents said, if you hang out with dirt, you get dirty… Monitor your backlink profile and be proactive… So many clients have come to us with disavow files killing social media links, dmoz links, and worse.. not necessarily aggressive, but again.. Always be conscious
- You don’t know what’s next… I’m trying to scare you… Don’t fall victim to the Fear Uncertainty and Doubt.. Knee-jerk reactions add to the chaos. Be consistently genuine with your marketing efforts, and you will weather the storms…
- Have to change with the times.. Have to experiment Be better…
- If you can’t evolve, there is always Google Adwords…
- The future of search is wholly dependent upon our working together. Google’s algorithm is one of the most complex algorithms in the world.. designed/maintained by an incredibly talented team of intellects/ engineers. No one SEO person or agency has all the answers… it is a black box we poke that returns some data we can use for predicting best practices. I think it was in a session I heard someone mention that the CEO of Ford never tweets the CEO of BMW to congratulate them or refers customers to competitors. As search marketers we understand the challenges our industry faces, and we quickly come together to solve these problems. This is why I love Pubcon and appreciate all of you being a part of the future of SEO!