ses hong kong 2013: updating strategies: why traditional content spamming methods no longer work

PAK HOU CHEUNGORGANIC SEARCH STRATEGIST

BLUEGLASS.CO.UKSES HONG KONG – SEPTEMBER 2013

BLUEGLASS.CO.UK

UPDATING STRATEGIESWHY TRADITIONAL CONTENT SPAMMING

METHODS NO LONGER WORK

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Source Credit: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=40349

BECAUSE IT SAYS SO

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Source Credit: Google Webmaster Tools

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Links are there to help:

“Drive users to your website”

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LINKS WERE NATURALLY EARNED & HUMANLY CURATED

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WHAT IS GOOGLE PANDA & PENGUIN?

Panda identifies thin/weak content and penalises you for publishing it

Penguin penalises you for thin/weak content which links to you

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HOW CAN I TELL IF I HAVE BEEN

PENALISED?

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GOOGLE WEBMASTER TOOLS

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GOOGLE WEBMASTER TOOLS

Examples of Manual Actions

1. Unnatural links to your site2. Unnatural links from your site3. Hacked site4. Thin content with little or no added value5. Pure spam6. User-generated spam7. Cloaking and/or sneaky redirects8. Hidden text and/or keyword stuffing9. Spammy freehosts

Source: https://support.google.com/webmasters/answer/2604824?hl=en&ref_topic=2604771

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WHAT DOES APENALISED SITE LOOK LIKE?

Pre Panda & Penguin Organic Traffic

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WHAT DOES APENALISED SITE LOOK LIKE?

Update: 18th September,2012 Panda Rolls Out affecting 0.7% of queries Source: http://searchengineland.com/panda-update-3-92-rolling-out-or-is-it-panda-4-0-time-133607

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WHAT DOES APENALISED SITE LOOK LIKE?

Update: 15th March, 2013 – Panda algorithm updateSource: http://searchengineland.com/googles-matt-cutts-on-upcoming-penguin-panda-link-networks-updates-151273

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WHAT DOES APENALISED SITE LOOK LIKE?

Update: 22nd May, 2013 – Penguin algorithm update (1.2 – 3rd update)Source: http://searchengineland.com/google-penguin-update-3-135527

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MOZ GOOGLE ALGORITH HISTORY CHANGE

Source: http://moz.com/google-algorithm-change

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PANGUIN TOOL

Source: http://www.barracuda-digital.co.uk/panguin-tool/

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WHAT SHOULD I DO NOW?

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AUDIT FOR PANDA - TECHNICAL

• Redirects ( 301s, 302s)• Crawl Errors (404s, 500s)• Title Tag (Too Long / Short)• Pages Where The Title is Missing or Empty• Duplicate Pages (Title Tags & Content)• Pages That have Long URLs (> 115 characters)• Overly-Dynamic URL Analysis• Pages Containing Too Many On-Page Links• Missing Meta Description Tag Analysis• Robots.txt Analysis• Canonical Tags Analysis• Indexed URLs Analysis• Total URLs Indexed in Search Engines• Clear Site Structure• Page Speed

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AUDIT FOR PANDA - CONTENT

Source: http://www.blueglass.co.uk/blog/content-auditing/

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AUDIT FOR PANDA - CONTENT

Source: http://www.blueglass.co.uk/blog/content-auditing/

Pages that have no:

- Traffic- Links- Comments- Social Interactions

Essentially there to manipulate the Google algorithm

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AUDIT FOR PANDA - CONTENT

Source: http://www.blueglass.co.uk/blog/content-auditing/

Technical Tools to help recover:

• Microsoft IIS SEO Crawler • Screaming Frog SEO Spider • Google Webmaster Tools

Content Tools to help recover:

• Screaming Frog• Google Analytics• Site Liner

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PANDA RECOVERY EXAMPLE

• Title tag revision • Removal of duplicate sub domain site• 301 redirect of duplicate pages• 301 redirect of crawl error pages • Building up on thin content pages • Contextual links from blog• URL friendly re-write• Canonical URLs

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AUDIT FOR PENGUIN – 1) DOWNLOAD ALL YOUR LINKS

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AUDIT FOR PENGUIN – 2) ANALYSE YOUR ANCHOR TEXT DISTRIBUTION %

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AUDIT FOR PENGUIN – 3) ANALYSE TOPICAL RELEVANCY OF LINKS

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AUDIT FOR PENGUIN – 4) COMPARE AGAINST YOUR COMPETITORS!

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AUDIT FOR PENGUIN – 5) FIND OUT WHAT A NUMBER 1 SITE PROFILE LOOKS LIKE

Source: http://www.linkdetective.com/

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AUDIT FOR PENGUIN – 6) WORK ON REMOVAL OF OBVIOUS LINKS

- Site Wide Links- Directory- Social Bookmarks- Articles - Advertorials

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AUDIT FOR PENGUIN – 7) LASTLY USE DISAVOW IF YOU CANNOT REMOVE LINK

Common Problems with Disavow: http://www.youtube.com/watch?v=CX5K741AlWg

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GOOGLE INCREASE IN RANKINGS

Example of internal results: Helped client remove - +32k links from 40 domains

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BING DECREASE IN RANKINGS

Example of internal results: Helped client remove - +32k links from 40 domains

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WHERE ARE GOOGLE GOING

NEXT?

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WE KNOW GOOGLE HAS MORE DATA SIGNALS THEN EVER

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Google+ is verification network for authors

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Source: http://gs.statcounter.com/#browser-ww-monthly-200807-201309

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STAYING AHEAD OF THE GAME

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GOOGLE ALREADY TOLD US:

- PANDA – PENALISE LOW VALUE CONTENT- PENGUIN – PENALISE MANIPULATIVE LINKS- AGENT RANK – WHO LINKS TO WHO

ESSENTIALLY GOOGLE IS TRYING TO FUTURE PROOF THEIR SEARCH ENGINE FROM SPAMMERS

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WELCOME PAGE METRIC RANK

2013 & BEYOND

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PAGE METRIC RANK:

1) SOCIAL SIGNALS

2) LINK SIGNALS

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SOCIAL METRICS:

• GOOGLE +• FACEBOOK• TWITTER• LINKEDIN• PINTEREST• STUMBLES

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Source Credit: http://mashable.com/2013/09/09/increase-search-traffic/

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Source Credit: http://mashable.com/2013/09/05/yahoo-new-logo-3/

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HOW DO WE BENCHMARKHUMAN INTERACTIONS?

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USE #SOCIALCRAWLYTICS TO BENCHMARK A WEBSITE’S SOCIAL INTERACTIONS

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/2011/01/28/text-messaging-comic/ /2011/11/08/starbucks-ar-app/ /2011/06/03/mi6-hacks-al-qaeda/ /2010/06/29/social-customer-service/0

20000

40000

60000

80000

100000

120000

140000

TOTAL CONTENT SOCIAL SHARES FROM 300 URLS

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/2011/01/28/text-messaging-comic/ /2011/11/08/starbucks-ar-app/ /2011/06/03/mi6-hacks-al-qaeda/ /2010/06/29/social-customer-service/0

20000

40000

60000

80000

100000

120000

140000

TOTAL CONTENT SOCIAL SHARES FROM 300 URLS

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PAGE METRICS:- AUTHOR

- LINK METRICS- PAGE RANK- DOMAIN AUTHORITY- CITATION & TRUST FLOW- LINK RELEVANCE

- REFERRING DOMAINS- CITATION LINKS- CO CITATION LINKS

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Image credit to Jackie Hole (@JackieHole) from March, 2013 - Think Visibility Conference

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Image credit to Jackie Hole (@JackieHole) from March, 2013 - Think Visibility Conference

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Google+ is verification network for authors

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Source Credit to Agent Rank: http://www.seobythesea.com/2011/11/trusted-by-google/

AGENT RANK: WHO LINKS TO YOU IS LIKELY TO BE MORE IMPORTANT THAN WHERE IT’S FROM

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UNDERSTANDING TOPICAL AUTHORITY & RELEVANCE IS CRUCIAL

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WORK WITH AUTHORS & INFLUENCERS, NOT COPYWRITERS

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DON’T GIVE UP ON LINK METRICS –

USE AUTHORSHIP TO SUPPORT SEO!

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USE LINK METRICS TO YOUR ADVANTAGE:

- PAGERANK- DOMAIN AUTHORITY- CITATION & TRUST FLOW- LINK RELEVANCE- IP ADDRESS - EXTERNAL VS INTERNAL LINKS

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CREATE A SCALABLE CONTENT STRATEGY TO FOCUS ON QUALITY PRODUCTION & OUTREACH

Content types include:

• Infographics• Infograms• In-Depth Articles/Blog Posts• Videos• Kinetic Typography• Interactive Infographics• HTML5 content • Quizzes• Microsites/Communities• Events

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CONTENT OUTREACH & ENGAGEMENT

STAYING AHEAD OF THE GAME

PAK HOU CHEUNGORGANIC SEARCH STRATEGIST

BLUEGLASS.COMThinkVisibility - MARCH 2013

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Don’t rush straight intocontent marketing

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Analyse & fix the content and links

you have already

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Then you can execute a content strategy from a

solid platform

PCHEUNG@BLUEGLASS.CO.UK

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