Adaptive Search Marketing - Digital Marketing For Business 2015 #DMFB

Adaptive Search MarketingHow To Evolve for Long-Term Rankings Stability

virante.com [email protected] 919-459-2834 @jakebohall

Adaptive Search MarketingWho Am I?

• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word

virante.com

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@jakebohall

Vice President of Marketing at Angular (aka 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

Adaptive Search MarketingGood Will Hunting

• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word

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Adaptive Search MarketingGoogle Job Interview

• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word

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“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.”

Adaptive Search MarketingWhy shouldn’t I work for Google?

• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word

virante.com

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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.

Adaptive Search MarketingChaos Theory

• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word

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@jakebohall

cha·os nouncomplete disorder and confusion.

cha·os the·o·ry nounthe 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.

Adaptive Search MarketingChaos Theory

• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word

virante.com

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Sensitivity to initial conditionsSite structureSearch queriesIncoming links

Topological MixingContentSocial SignalsInbound Links

Adaptive Search MarketingAlgorithm Updates

• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word

virante.com

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@jakebohall

05

101520253035

1 0 1

72

8

1 2 2 48

19

35

17

10

Major Algorithm Updates

Data Source: http://www.seomoz.org/google-algorithm-change

Adaptive Search MarketingAlgo Updates

• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word

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@jakebohall Image Credit: www.2varanasi.com

Adaptive Search MarketingAlgo Updates

• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word

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Adaptive Search MarketingNegative SEO

• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word

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@jakebohall Image Credit: www.omarkattan.com

Adaptive Search MarketingInconsistency with Guidelines

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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.

• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word

Adaptive Search MarketingHypocrisy

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• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word

Adaptive Search MarketingConfusion

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• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word

Image Credit: somewhere on blogspot… they probably stole it

Adaptive Search Marketing

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• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word

Adaptive Search MarketingBe Smarter … EVOLVE !!

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@jakebohall

• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word

Image Credit: www.steve-dale.net/

Adaptive Search MarketingPurpose of the Algorithm

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• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word

The common principal:

Better Content && Better Links Relevance Authority

Adaptive Search MarketingPurpose of the Algorithm

virante.com

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@jakebohall

• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word

Image Credit: www.mybloggerlab.com

Adaptive Search MarketingStop Spamming

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@jakebohall

• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word

Quality CONTENT matters!

UNIQUE - Implement rich snippets, microdata and UGC

RELEVANT- Topical relevancy

AUTHORITY – Share and Create content in social

Adaptive Search MarketingUnique Content

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• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Unique• Relevant• Authority

• Links• Final Word

Rich snippets, microdata, Schema.org Article Markup

Better user experience, increased click through rates

Image Credit: www.highervisibility.com

Adaptive Search MarketingUnique Content

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• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Unique• Relevant• Authority

• Links• Final Word

http://www.google.com/webmasters/tools/richsnippets

Adaptive Search MarketingUnique Content

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• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Unique• Relevant• Authority

• Links• Final Word

http://www.google.com/webmasters/tools/richsnippets

Adaptive Search MarketingUser Generated Content

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• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Unique• Relevant• Authority

• Links• Final Word

Your content should prove your users are engaged!

Make your audience sneezers, marketing your product/content for you….

Hello social media!

Adaptive Search MarketingRelevant Content

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• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Unique• Relevant• Authority

• Links• Final Word

New Trends: Topical Relevancy

Ben Hendrickson (seoMoz) told us about LDA…

Were you listening?

To Do:Use LDA Scoring and keyword concept themes to create content that is more semantically relevant to the keywords you are trying to rank.

Consider…nTopic.org

Adaptive Search MarketingLatent Dirichlet Allocation

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@jakebohall

• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Unique• Relevant• Authority

• Links• Final Word

SEOSEMNetworkingAnalyticsAffiliates

Oak CityConvention CenterNorth CarolinaWake

DMFB Conference RaleighMarketing

Adaptive Search MarketingAuthority Content

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@jakebohall

• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Unique• Relevant• Authority

• Links• Final Word

Do #RCS “Real Company Shit”

-- Wil Reynolds

Have authorities write your content

Adaptive Search MarketingStop Spamming

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@jakebohall

• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word

Quality LINKS matter!

BRAND - Engagement with company, citations

PEOPLE - Social Media, inspire conversation

DIVERSITY - Diversity in anchor text, strategies, etc

Adaptive Search MarketingBrand Matters

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• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Brand• People• Diversity• Example

• Final Word

Adaptive Search MarketingLet People Promote your Brand!

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• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Brand• People• Diversity• Example

• Final Word

Digital Outreach / PR / Social Media

They all converge to PROMOTE YOUR BRAND!!!

Let Google know you care more about your business than you do about

… Cheap Discount Widgets.

Adaptive Search MarketingDiversify Your Efforts

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• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Brand• People• Diversity• Example

• Final Word

Low volume of linking from different types of sources

Proactive at pruning bad/spammy links

Anchor text diversity and commitment to brand is critical to avoid Penguin.

To Do:http://www.removeem.com/ratios.php

Example Link BuildingExample Linking

• Outreach LB - Generalization - Where we Fail• Prospecting• Content Creation• Outreach• Scaling• Avoiding Penalties

General Process

Value Proposition

Prospecting Outreach

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Example Link BuildingExample Linking

• Outreach LB - Generalization - Where we Fail• Prospecting• Content Creation• Outreach• Scaling• Avoiding Penalties

Failed Attempts

Value Proposition

Prospecting Outreach

Reciprocal LinkFree ContentMoney

SpamNetworks

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Example Link BuildingExample Linking

• Outreach LB - Generalization - Where we Fail• Prospecting• Content Creation• Outreach• Scaling• Avoiding Penalties

Failed Attempts

Value Proposition

Prospecting Outreach

Reciprocal LinkFree ContentMoneyGood for users

SpamNetworksPersonalizedvirante.com

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Example Link BuildingExample Linking

•Outreach LB - Generalization - Where we Fail - Why BLB Works• Prospecting• Content Creation• Outreach• Scaling• Avoiding Penalties

Why BLB Succeeds where others do not

The success of your campaign is equivalent to the good you do for the web.

You have a broken link and I have a

solution.

ProspectingPersonalized

Emails to Webmasters

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Example Link BuildingExample Linking

• Outreach LB• Prospecting - Search Phrases - Resource Pages - Resource v Target• Content Creation• Outreach• Scaling• Avoiding Penalties

Search Phrases and Keyword Discovery

Identify broad and related keywords to prospect for resource pages related to your target.

Use nTopic to find words and phrases that occur on content like yours, which will inevitably on resource pages related to your topic.

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Example Link BuildingExample Linking

• Outreach LB• Prospecting - Search Phrases - Resource Pages - Resource v Target• Content Creation• Outreach• Scaling• Avoiding Penalties

Find Resource Pages

Use smart search queries to identify resource pages related to your topic.

inurl:resources.html #key#inurl:links.html #key

Or use a tool like brokenlinkbuilding.com

virante.com

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Example Link BuildingExample Linking

• Outreach LB• Prospecting - Search Phrases - Resource Pages - Resource v Target• Content Creation• Outreach• Scaling• Avoiding Penalties

Resource Pages vs Targeted Pages

Either target the resource pages, or target the broken links on the resource page.

Example:http://example.com/links.htm --> http://broken.com

You can outreach to the resource page (example.com) to tell them about their broken link, or you can look up the backlinks to broken.com on majestic, moz and ahrefs and outreach to all of them about their broken link.

virante.com

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@jakebohall

Example Link Building Example Linking

• Outreach LB• Prospecting• Content Creation - archive.org - Panda Rules• Outreach• Scaling• Avoiding Penalties

Content Creation with Archive.org

Use Archive.org to Determine Relevancy, Quality, and Potential for Improvement

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Example Link BuildingExample Linking

• Outreach LB• Prospecting• Content Creation - archive.org - Panda Rules• Outreach• Scaling• Avoiding Penalties

Content Creation following Panda rules

Follow the Panda Guidelines to Make Your New Version Even 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?

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Example Link BuildingExample Linking

• Outreach LB• Prospecting• Content Creation• Outreach - Contact Finding - Outreach Styles• Scaling• Avoiding Penalties

Contact Finding

Finding Good Webmaster Contact Information is one of the Hardest Parts. Outsource it!

• Mechanical Turk• Automatic in BrokenLinkBuilding.com Exports• OutreachApp also in BrokenLinkBuilding.com

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Example Link BuildingExample Linking

• Outreach LB• Prospecting• Content Creation• Outreach - Contact Finding - Outreach Styles• Scaling• Avoiding Penalties

Outreach Styles

Finding the right outreach style can dramatically improve your conversion rate!

• Long Form• Short Form• Slow Play• And my favorite….

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Example Link BuildingExample Linking

• Outreach LB• Prospecting• Content Creation• Outreach - Contact Finding - Outreach Styles• Scaling• Avoiding Penalties

Double Tap

Webmasters who don’t respond just

need a nudge. Send a complaint from another email.

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Example Link BuildingExample Linking

• Outreach LB• Prospecting• Content Creation• Outreach• Scaling• Avoiding Penalties

Can it scale?

With the right tools, broken link building can scale as the sole content marketing strategy

virante.com

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Example Link BuildingExample Linking

• Outreach LB• Prospecting• Content Creation• Outreach• Scaling• Avoiding Penalties

How can you avoid penalties?

Follow some basic ethical rules

1. Don’t Spam2. Don’t Commit Fraud3. Don’t Steal Content

virante.com

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@jakebohall

Tools to get the job done

1. Keyword Discovery1. Grepwords.com2. nTopic.org

2. Prospecting1. BrokenLinkBuilding.com2. Majestic / Ahrefs / Moz

3. Content Creation1. Archive.org2. nTopic.org

4. Outreach1. BrokenLinkBuilding.com2. OutreachApp.com

• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word

virante.com

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@jakebohall

Example Link Building

Adaptive Search MarketingStrategies that Help each Other!

virante.com

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@jakebohall

• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word

Cheating at new content with BLB Want to become the authority… find out who is/was and how they captured attention in the past!

Broken Link Building is prospecting for content ideas …that already have links!

Create awesome link bait content (don’t copy!!)

Adaptive Search MarketingStrategies that Help each Other!

virante.com

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@jakebohall

• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word

“The success of the campaign is directly proportional to how much good you do for the web.

You profit only if you create good content to replace lost or abandoned content that webmasters still want to link to.”

To Do:http://www. moz.com/blog/broken-link-building-bible-new-testament

Adaptive Search MarketingTakeaways

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• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word

… Stop doing spammy stuff… Quality matters!

Content- Implement rich snippets and UGC - Check out LDA tools, focus on topical relevancy - Find new content opportunities based upon success

Links - Focus on your brand authority - Remove bad backlinks and/or dilute with good ones - Anchor text and link source diversity

Adaptive Search MarketingIf you can’t evolve!

virante.com

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@jakebohall

• Who Am I?• Chaos Theory• Algo Updates• More Chaos• Taming the Algo• Content• Links• Final Word

virante.com [email protected] 919-459-2834 @jakebohall

www.virante.comwww.thegooglecache.com

www.seoalarms.com www.ntopic.org

www.pandarisk.comwww.removeem.com

www.outreachapp.comwww.penguinanalysis.com