Pubcon 2012 Vegas: Implementing a Search Strategy for 2013 and Beyond - 10-01-12
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Algo Proofing for 2012 and Beyond
First Off... Who Am I?
Co-author: The Art of SEO President: Stone Temple Consulting
25+ person SEO and PPC firm Trainer: Instant E-Training Founder: Web Site Publishing Companies
Publish web sites, grow them, then sell them2 significant exits so far
Twitter: @stonetemple Google Plus: +Eric Enge
@stonetemple / + Eric Enge
The User is Central to the Google Algo
“that is a part of what our algorithm does: work to find quality diverse results that help solve problems for users.”
Google’s Matt Cutts
@stonetemple / + Eric Enge
First Panda
Feb 23, 2011 Attacked poor
content sites Many updates
since then (on version 3.9)
@stonetemple / + Eric Enge
Matt Cutts on “Link Building”
“It segments you into a mindset, and people get focused on the wrong things”
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Then Penguin
April 24, 2012 Speculation is that this
targeted: Bad anchor text mix Comment spam Paid guest posts Article marketing sites
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Questionable SEO / Link Building Tactic
Identified
Can weWrite anAlgo toFlag it?
Create the AlgoRun the Algo
Panda/Penguin/Page Layout Algorithm Structure
RankingAdjustment
Score
Penguin/PandaAlgo Scheduler
MasterGoogleIndex
Yes
No
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Simplified View
MassiveOfflineCalculation
MainGoogleAlgorithm
RankingAdjustment
Score
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Why is This Important?
Many potential spam detection algorithms are very compute intensive Too much computing time to include in the main
algo Key component is the ability plug in a ranking
adjustment score from an external database
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Matt Cutts on Panda/Penguin
“… you are right that these algorithms do represent new types of capabilities for us.”
@stonetemple / + Eric Enge
Article Directory Example (My Theory)
Extract List of Sites
Participating
Build List of Sites With Large % of Link Juice from
Art. Dirs.
Calculate Quality
Adjustment
Put in DB For Main
Algo
@stonetemple / + Eric Enge
Article Directory Example
Extract List of Sites
Participating
Build List of Sites With Large % of Link Juice from
Art. Dirs.
Calculate Quality
Adjustment
Put in DB For Main
Algo
@stonetemple / + Eric Enge
(Speculation Ahead!)
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So What’s Next?
Thin Content Pages with Too Many Links
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Bad PR Balance
PageRank
Qua
ntity
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Bad PR Balance
PageRank
Qua
ntity
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No Trusted Links
Matt Cutts on Panda/Penguin - Infographics
“I would not be surprised if at some point in the future we did not start to discount these infographic-type links to a degree.”
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Low Relevance Infographic Links
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Low Relevance Blog Posts
Travel to New Zealand
New Zealand is a wonderful place to visit. There are many different types of customs used. Cars can be rented if you want to create your own travel itinerary.
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Still Low Relevance
How to Make Cotton Candy
Cotton Candy is a treat beloved by many children. You can make at home, and you do not need to do remodel your kitchen to do so. All you need to do is get yourself a $4,327.45 device …
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Does Your Anchor Text Look Like This?
12%
11%
23%14%
13%
11%
10%6%
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@stonetemple / + Eric Enge
Or, Like This?
BrandName(s)
DomainOr URL
GenericWords
Highly Commercial Term Results Manual Review
Take the Top 500 Commercial SpacesReview Results by Hand
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Thin Geographic Pages
Seattle Pizza
We offer the best pizza in Seattle. Using only local Seattle ingredients, we help create jobs
Boston Pizza
We offer the best pizza in Boston. Using only local Boston ingredients, we help create jobs
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Matt Cutts on Thin Geographic Pages
“Where people get into trouble here is that they fill these pages with the exact same content on each page. ‘Our handcrafted pizza is lovingly made with the same methods we have been using for more than 50 years …’ ”
@stonetemple / + Eric Enge
The new way of thinking …
What would you do if there was no Google?
Would users be upset if you are not on the first page of the SERPs?
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… is the old way of thinking …
… with a new media twist
Build a Community
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The Synergy We’re Looking For
Traffic, Links & New Subscribers
Shared onSocial Networks
Helps DriveNew Followers,Fans, Friends
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The Synergy We Are Looking For – Step 2
(Influencers)
(Your Stuff)
(Sharing)
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High End Guest Posting
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And More High End Guest Posting
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Relevant Viral Content
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Thank You!
Eric Engeeenge@stonetemple.com@stonetemple+ Eric Enge(508) 485-7751www.stonetemple.com
@stonetemple / + Eric Enge
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