Download - Jones ryan sustainableseo
1@RyanJones
Pubcon Las Vegas 2012Slides Online at www.RyanMJones.com
Sustainable SEO
@RyanJonesManager – SEO AnalyticsSapientNitro
www.SapientNitro.com
www.RyanMJones.com
3@RyanJones
The Google Penalty Algorithm
Google makes over 350 changes to their algorithm EACH YEAR!
• Farmer• Panda• Ads Above Fold• Link Networks• Parked Domains• Over Optimization?• Penguin• Exact Match Domains
RT @RyanJones It’s time we stop thinking about algorithm updates as “penalties” and ask how we can benefit from them.
Photoshop credit: Kevin Madden
5@RyanJones
RT @RyanJones Good SEOs get hit by Google algorithm changes. Great SEOs benefit from them.
Good SEOs get hit by Algorithm Changes.
Great SEOs benefit from them.
Algorithm Change
6@RyanJones
“A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be. – Wayne Gretzky
7@RyanJones
“Good SEOs optimize for Google today. Great SEOs optimize for Google of the future. – @RyanJones
9@RyanJones
“The Future of Search Is Verbs”- Bill Gates
Searchers want to accomplish a task. Google rewards sites that help searchers do something. Does your site help users accomplish a task?
RT @RyanJones It doesn’t matter how many links you have if your site is crap.
10@RyanJones
You’re Doing It Wrong
Don’t Ask: Do Ask:
“How Can I Rank For ___?”
“What does somebody searching ___ want?”
11@RyanJones
Stop Chasing The Algorithm. Start
Chasing Visitors!
RT @RyanJones “Make decisions based on visitors and KPIs, NOT
algorithm changes.
12@RyanJones
Focus On The User
Google’s efforts are focused on the user.
So why are your efforts focused on Google?
13@RyanJones
YOU Aren’t the Typical Google
User
Reminder: We (Marketers) are NOT Google’s main customer.
Most Google Searchers have NEVER heard of:• Link Wheels• Paid Links• Xrumer/Scrapebox• Link Directories• Content Scraping• Black Hat or Negative SEO
And they don’t care about. They care about QUALITY.
14@RyanJones
This Is a Typical Google Searcher
Maybe your cat stares because you keep winking at it?
15@RyanJones
“Jones, you’re full of shit. You sound like a Google PR person. I have great
content and my site doesn’t rank.
- Somebody At The Breeze Bar Tonight
16@RyanJones
Make Your Site Unique
Vital. Useful. Relevant. Not Relevant. Spam.Source: Leaked Google Quality Rater Guidelines
RT @RyanJones Google isn’t biased toward brands, customers are.
17@RyanJones
Differentiate & Add Value. Quality is Sustainable.
HOW?
Freshness
Better User Experience
Better Content
Most Popular
Schema.org
Rel=author
Unique Content
Be that Vital result
If people don’t find your site when they search, they should think that search is broken.
18@RyanJones
How Do You Measure Quality?
• Bounce Rate• Time On Site• Conversion Metrics (KPIs, LFAs, Revenue)• Referring sites
• Do people click those links you’re building?
20@RyanJones
Practice Sustainable Linking
Practices
Bad:www.company.com/2012/widgets/www.company.com/2013/widgets/
The Apple way:www.apple.com/ipad/
Internal Link Structure:
External Links:If the link isn’t sending traffic, it’s not sustainable.
21@RyanJones
Quit Blaming Your Suck On
Panda/Penguin/Google
Source: seroundtable.com survey
3.1%Source: Google
Percent of Queries Affected By Penguin
22@RyanJones
Pubcon Las Vegas 2012Slides Online at www.RyanMJones.com
THANK YOU
@RyanJonesManager – SEO AnalyticsSapientNitro
www.SapientNitro.com
www.RyanMJones.com