oliver ewbank - ote birmingham - future proofing your seo

By Oliver Ewbank (@Koozai_Ollie)

FUTURE PROOFING SEO#EDGEBHAM – SEPTEMBER 2013

SEO ISCHANGING

Panda Updates

Penguin 2.0

Content Marketing

Poor Content

Unnatural Links

How can you sleep at night?

Prevention is better than cure

Sustainable SEO

SUSTAINABLE SEO

Link Analysis Quality Copy

On-Page

Optimisation

Content MarketingUser Experience

Title Tags & Meta

Headers

Content

Blog

Rich Snippets

ON-PAGEOPTIMISATION

META DATA

Sell The Click Character Limits

Fix Duplicates Review Regularly

TECHNICALSEO

Robots.txt

Sitemap.xml

404 Page

Fix Broken Links

On-Page Sitemap

Site Speed

Responsive Design

Howtogomo.com

WHAT ARE RICH SNIPPETS?

“Structured markup is a way of annotating information already on your website to help Google and others understand information more precisely.”

Source: Google

POSSIBLEMARKUPS

Product

Organisation

Person

Offer

Place

Review

Increase CTR Additional Info

Schema.org/

docs/

schemas.html

HOW TO USEYOUR BLOG

Have you won

an award?

Where possible include

your keyword alongside a

brand mention

Write about industry

related topics

Authorship = Authority

QUALITYCOPY

Content is King

Does your page deserve to rank?

Would people pay for it?

Keep content above the fold

Don’t swamp your content with ads

Keep it 100% unique

250+ words

Avoid duplicate issues

DON’T DUPLICATE

Meta

URLs

Internal Content External Content

THE SOLUTIONS

Exclude in

Robots.txtCanonical Tags

301 RedirectsRewrite Your

Content

Tips & Tools

Screaming Frog

Export

Use the Hash value

Panguin

Takes

2 Minutes

Copyscape

LINK ANALYSIS

Trying to avoid a manual review

is not an SEO strategy!

Is it worth the gamble?

RECONSIDERATION REQUEST

Links on SEO directories, blog networks, advertorial networks and any other SEO

‘scheme’ should be removed, disavowed or nofollowed

Will the link deliver referral traffic(if nothing else)?

If the link is there for no other reason than SEO, then it’s unnatural

GENERAL GUIDELINES

AVOID THESE TOO

Low Quality

Directories

Paid Links

Forum Comments

Reciprocal Links

Text Advertisements

Low Quality Bookmarks

Link Weeding

LINK ANALYSISTOOLS

Google

Webmaster Tools

Link Detox

Link Risk

Majestic SEO

Anchor Text

Recent Links

LinkRisk

Anchor Text: Natural?

REVIEW DATA

IP Address: Suspicious?

PageRank: Too good to be true?

Relevancy: Irrelevant?

NofollowRemove

LINK OPTIONS

DisavowNoindex

https://www.google.com/webmasters/tools

/disavow-links-main

DISAVOWTIPS

Domain Level

Be 100% Sure

Include Nofollows

Format

Detox Regularly

WARNING

Reconsideration Request

RECONSIDERATIONREQUEST

Only if unnatural link

warning is seen in Google

Webmaster Tools

Tone of Cover Letter

Provide Data

2,400LINKS DISAVOWED

DATA BASEDEVIDENCE

LOADS MORE FREETIPS AND ADVICE

FREEWhitepaper

kooz.ai/backlinks-guide

CONTENT MARKETING

A great time to be in SEO

A chance to be creative

Content Marketi

ng

Brand Protection

Niche Directories

Genuine PR

WHITE HAT TACTICS

Guest Blog Posts

Infographics

PromoteAuthorship

Award Promotion

Blog Content

Blogger Reviews

Competition Promotion

Glossary of TermsFAQsE-BooksQuestionnaires

Whitepapers Press Releases Infographics Videos

CONTENT MARKETING

Network

GUEST BLOG POSTS

INFOGRAPHICS

Brand Protection

BacklinksSocial

SignalsCitations

THE RESULTS

Page 1Domination

Penguin Proof

Educate

Inform

Referral Traffic

6 Month Strategy

Share It

Relevant to User

YOUR CONTENT

Branded Links Premium Content

BrainstormShortlist Targeted

Sites

Create Content

OutreachPublishPromote

CONTENT STRATEGY

Content Marketing Technology

26,000 social

shares

Source: Concert Hotels

Quick Health Check

Run Panguin Tool

Google Webmaster Tools

Screaming Frog

Google Analytics

Test Robots.txt

GWT Latest Links

10 MINUTES

Copyscape Link Risk

Search Engine Marketing

Not Manipulation

THANK YOU FOR LISTENING

@Koozai_Ollie

oliver.ewbank@koozai.com0845 485 1262

koozai.com

IMAGE CREDITS72 - http://www.flickr.com/photos/kdonovan_gaddy/4314365065/http://www.bigstockphoto.com/

RESOURCEShttp://searchengineland.com/understanding-googles-latest-assault-on-unnatural-links-169156 http://www.seroundtable.com/google-press-releases-nofollow-17151.html http://www.stateofsearch.com/future-proofing-link-building-strategies/http://www.koozai.com/blog/search-marketing/essential-2013-seo-health-check-guide/ http://searchengineland.com/understanding-googles-latest-assault-on-unnatural-links-169156 http://moz.com/blog/seos-dilemma-link-building-vs-content-marketing-whiteboard-friday http://www.seowizz.net/2012/10/the-disavow-tool-works-real-sites-real-recoveries.html http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization http://www.koozai.com/blog/search-marketing/daily-seo-checks/ http://www.seowizz.net Google Penalty Recovery (Brighton SEO ) -Tim Gracehttp://www.koozai.com/blog/search-marketing/essential-2013-seo-health-check-guide/

THANK YOU FOR LISTENING

@Koozai_Ollie

oliver.ewbank@koozai.com0845 485 1262

koozai.com