oliver ewbank - ote birmingham - future proofing your seo
DESCRIPTION
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 dayTRANSCRIPT
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
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
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/