oliver ewbank - ote birmingham - future proofing your seo

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By Oliver Ewbank (@Koozai_Ollie) FUTURE PROOFING SEO #EDGEBHAM – SEPTEMBER 2013

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Topic: Future Proofing Your SEO This year Google released fresh Panda and Penguin algorithm updates. The updates have shaken up the world of search and forced digital marketers to change their approach to SEO. By future proofing your website you can make sure that your SEO strategy is both sustainable and profitable. Key takeaways: Conduct a 10 minute SEO health check How to meet the Google Webmaster Guidelines Panda proof your content for future updates Penguin proof your backlinks for future updates How to detect and remove unnatural links (tips and tools) When to use the Google Disavow Tool How to submit a Google Reconsideration Request Successful content marketing strategies Sustainable inbound marketing techniques SEO checks you can (and should) do every day

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Page 1: Oliver Ewbank - OTE Birmingham - Future Proofing Your SEO

By Oliver Ewbank (@Koozai_Ollie)

FUTURE PROOFING SEO#EDGEBHAM – SEPTEMBER 2013

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SEO ISCHANGING

Panda Updates

Penguin 2.0

Content Marketing

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Poor Content

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Unnatural Links

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How can you sleep at night?

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Prevention is better than cure

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Sustainable SEO

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SUSTAINABLE SEO

Link Analysis Quality Copy

On-Page

Optimisation

Content MarketingUser Experience

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Title Tags & Meta

Headers

Content

Blog

Rich Snippets

ON-PAGEOPTIMISATION

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META DATA

Sell The Click Character Limits

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Fix Duplicates Review Regularly

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TECHNICALSEO

Robots.txt

Sitemap.xml

404 Page

Fix Broken Links

On-Page Sitemap

Site Speed

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Responsive Design

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Howtogomo.com

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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

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POSSIBLEMARKUPS

Product

Organisation

Person

Offer

Place

Review

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Increase CTR Additional Info

Schema.org/

docs/

schemas.html

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HOW TO USEYOUR BLOG

Have you won

an award?

Where possible include

your keyword alongside a

brand mention

Write about industry

related topics

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Authorship = Authority

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QUALITYCOPY

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Content is King

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Does your page deserve to rank?

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Would people pay for it?

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Keep content above the fold

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Don’t swamp your content with ads

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Keep it 100% unique

250+ words

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Avoid duplicate issues

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DON’T DUPLICATE

Meta

URLs

Internal Content External Content

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THE SOLUTIONS

Exclude in

Robots.txtCanonical Tags

301 RedirectsRewrite Your

Content

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Tips & Tools

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Screaming Frog

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Export

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Use the Hash value

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Panguin

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Takes

2 Minutes

Copyscape

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LINK ANALYSIS

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Trying to avoid a manual review

is not an SEO strategy!

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Is it worth the gamble?

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RECONSIDERATION REQUEST

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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

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AVOID THESE TOO

Low Quality

Directories

Paid Links

Forum Comments

Reciprocal Links

Text Advertisements

Low Quality Bookmarks

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Link Weeding

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LINK ANALYSISTOOLS

Google

Webmaster Tools

Link Detox

Link Risk

Majestic SEO

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Anchor Text

Recent Links

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LinkRisk

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Anchor Text: Natural?

REVIEW DATA

IP Address: Suspicious?

PageRank: Too good to be true?

Relevancy: Irrelevant?

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NofollowRemove

LINK OPTIONS

DisavowNoindex

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

/disavow-links-main

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DISAVOWTIPS

Domain Level

Be 100% Sure

Include Nofollows

Format

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Detox Regularly

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WARNING

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Reconsideration Request

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RECONSIDERATIONREQUEST

Only if unnatural link

warning is seen in Google

Webmaster Tools

Tone of Cover Letter

Provide Data

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2,400LINKS DISAVOWED

DATA BASEDEVIDENCE

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LOADS MORE FREETIPS AND ADVICE

FREEWhitepaper

kooz.ai/backlinks-guide

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CONTENT MARKETING

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A great time to be in SEO

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A chance to be creative

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Content Marketi

ng

Brand Protection

Niche Directories

Genuine PR

WHITE HAT TACTICS

Guest Blog Posts

Infographics

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PromoteAuthorship

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Award Promotion

Blog Content

Blogger Reviews

Competition Promotion

Glossary of TermsFAQsE-BooksQuestionnaires

Whitepapers Press Releases Infographics Videos

CONTENT MARKETING

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Network

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GUEST BLOG POSTS

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INFOGRAPHICS

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Brand Protection

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BacklinksSocial

SignalsCitations

THE RESULTS

Page 1Domination

Penguin Proof

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Educate

Inform

Referral Traffic

6 Month Strategy

Share It

Relevant to User

YOUR CONTENT

Branded Links Premium Content

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BrainstormShortlist Targeted

Sites

Create Content

OutreachPublishPromote

CONTENT STRATEGY

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Content Marketing Technology

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26,000 social

shares

Source: Concert Hotels

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Quick Health Check

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Run Panguin Tool

Google Webmaster Tools

Screaming Frog

Google Analytics

Test Robots.txt

GWT Latest Links

10 MINUTES

Copyscape Link Risk

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Search Engine Marketing

Not Manipulation

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THANK YOU FOR LISTENING

@Koozai_Ollie

[email protected] 485 1262

koozai.com

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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/

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THANK YOU FOR LISTENING

@Koozai_Ollie

[email protected] 485 1262

koozai.com