a4u barcelona 2012 - martin macdonald
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A4U Europe – Barcelona Martin MacDonaldJune 19th, 2012
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Martin MacDonaldDirector Inbound Marketing Expedia (EAN)
@searchmartin
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@searchmartin
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The New Rules(affiliate site architecture)
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Vince Venice Panda
MayDayFlorida
(or farmer)
InstantCaffeine
Big DaddyJagger
Austin
“The Google Dance”
Penguin
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Why Have I lost all my traffic?
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Stop Ruining Cute Animals!
http://www.seomoz.org/google-algorithm-change
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My two favourite questions…
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So, how much……of my spun/copied/generated/templated/markov/scraped/ripped/content can I keep?
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All of it!
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All of it!…as long as you de-index it
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seriously.
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So, how many……of my bought/rented/traded/acquired/widget/directory linkscan I keep?
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Any Guessing?
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Well, it depends.Seriously. It does. Sorry.
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Good. Bad.Real links*
*well… lets discuss that.
Blogroll LinksFooter LinksWidget Links
Sitewide LinksLists of Links
‘Over optimized’ Anchors‘Over optimized’ Internal Links
Article SubmissionsAnything with the word “network”.*
*and… lets discuss this as well.
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Stop chasing the algorithm
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Work out where google are going
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Get there first
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Why Social Signals are Important
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Why Social Signals are Important
AKA: who shot PageRank?
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Why Social Signals are Important
Network Topography
Social Networks* are currently a much more reliable authoritative representation than links.
* currently….
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Why Social Signals are Important
Network Topography
Un-natural social profiles are ignored by the search engines as a ranking factor
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Social groups are easy (to see)
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This shit isn't that straightforward
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If we care about deeplinking…
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If we care about deeplinking…
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If we care about deeplinking…
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If we care about deeplinking…
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Authority is tough to fake..
1 2 3 4 5 6 7 8 90
200
400
600
800
1000
1200
Delta Spam
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Authority is tough to fake..
1 2 3 4 5 6 7 8 90
200
400
600
800
1000
1200
Delta Spam
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lets think about “social-spread”
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lets think about “social-spread”
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lets think about “social-spread”
1 2 3 4 5 6 7 8 90
200
400
600
800
1000
1200
Delta Spam
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Want beta access?
Hi @Ysekand just heard @searchmartin Talking at #A4U, your tools look great! Can I get beta access?
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DIY Social
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this works right?URL Links Domains Unique IPs
http://www.seomoz.org/users/profile/63 1510 184 163
http://www.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf 536 247 236
http://www.seomoz.org/users/view/63 4026 312 271
http://static.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf 153 66 38
http://www.seomoz.org/users/profile/22897 685 119 105
https://www.seomoz.org/users/register 167 73 69
http://www.seomoz.org/users/view/81197 667 68 63
http://www.seomoz.org/users/profile/218981 510 66 62
http://www.seomoz.org/users/profile/21379 206 62 58
http://www.seomoz.org/users/view/49007 703 98 93
http://www.seomoz.org/users/view/22897 575 86 82
http://www.seomoz.org/users/profile/155620 406 75 71
http://www.seomoz.org/users/view/30546 532 65 61
http://www.seomoz.org/users/view/21348 1127 76 70
http://www.seomoz.org/users/view/78590 486 66 63
http://www.seomoz.org/users/view/21379 437 64 59
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this works right?URL Links Domains Unique IPs
http://www.seomoz.org/users/profile/63 1510 184 163
http://www.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf 536 247 236
http://www.seomoz.org/users/view/63 4026 312 271
http://static.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf 153 66 38
http://www.seomoz.org/users/profile/22897 685 119 105
https://www.seomoz.org/users/register 167 73 69
http://www.seomoz.org/users/view/81197 667 68 63
http://www.seomoz.org/users/profile/218981 510 66 62
http://www.seomoz.org/users/profile/21379 206 62 58
http://www.seomoz.org/users/view/49007 703 98 93
http://www.seomoz.org/users/view/22897 575 86 82
http://www.seomoz.org/users/profile/155620 406 75 71
http://www.seomoz.org/users/view/30546 532 65 61
http://www.seomoz.org/users/view/21348 1127 76 70
http://www.seomoz.org/users/view/78590 486 66 63
http://www.seomoz.org/users/view/21379 437 64 59
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this works right?URL Links Domains Unique IPs
http://www.seomoz.org/users/profile/63 1510 184 163
http://www.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf 536 247 236
http://www.seomoz.org/users/view/63 4026 312 271
http://static.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf 153 66 38
http://www.seomoz.org/users/profile/22897 685 119 105
https://www.seomoz.org/users/register 167 73 69
http://www.seomoz.org/users/view/81197 667 68 63
http://www.seomoz.org/users/profile/218981 510 66 62
http://www.seomoz.org/users/profile/21379 206 62 58
http://www.seomoz.org/users/view/49007 703 98 93
http://www.seomoz.org/users/view/22897 575 86 82
http://www.seomoz.org/users/profile/155620 406 75 71
http://www.seomoz.org/users/view/30546 532 65 61
http://www.seomoz.org/users/view/21348 1127 76 70
http://www.seomoz.org/users/view/78590 486 66 63
http://www.seomoz.org/users/view/21379 437 64 59
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but I can’t do it on site
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but I can’t do it on site
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use someone else’s
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hijacking communities
Sometimes Linkbuilding opportunities come out of nowhere...
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hijacking communities
Sometimes “Linkbuilding” opportunities come out of nowhere...
Now I’m interested
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hijacking communities
Now I’m interested
Sometimes Linkbuilding opportunities come out of nowhere...
Seed my content to the right people..
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hijacking communities
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hijacking communities
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what happened next?
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what happened next?
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what happened next?
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what happened next?
WTF?
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what happened next?
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what happened next?
Normal traffic: 30-50 visits/day
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But what about the links?
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What's the worst that can happen?1) You build a network of great contacts
2) You make your web properties more involving and interactive
3) You improve customer service levels
4) You get free referral traffic from your social profiles
What downside?
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Key Points1) No you can NOT carry on using “rubbish” content2) Stop going for the “easy” link3) Lets all forget about the “algo”. Lets build good stuff.4) We shot PageRank. Sorry.5) Faking social profiles is really quite hard.6) If you don’t have your own network, use someone else’s.7) Always be on the lookout!
Questions?
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Best Practices1) You have to remove all copied content, de-index it etc.2) Everything spiders see on your site should be good – if it
isnt, then de-index. Everything.3) Stop buying links off anyone – you can still “make” some
though, as long as its done sensibly.4) Don’t even bother trying to game the social system.5) Bring your community “in house” (or on site)
6) Engage! Even if you don’t think its worth it now, it will be in a few years. Rel Author is a great example of where things are going….
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Who’s that guy?
martin macdonald @SearchMartin
bit.ly/GplusMartinlinkd.in/martinmac